MARK 3000 (Chapter 13)

What are some common problems caused by the use of technology in a service setting?

-Customers dislike replacing humans with machines. -The technology does not perform adequately. -Customers do not understand how to use the technology.

Which of the following are benefits that a service provider receives from engaging in effective service recovery?

-Improved word of mouth -Increased purchase intention

Factors Differentiating Services from Goods

-Intangible -Inseparable -Heterogeneous -Perishable

In addition to the traditional four Ps of marketing (product, price, place, and promotion), what are the additional three marketing Ps necessary for services?

-Presentation -Personnel -Process

Methods to Reduce Delivery Gaps

-Use technology to minimize errors -Empower employees -Provide Support and Incentives

Services are deeds or performances done for and with customers. They typically are ______ involving a sequence of steps or actions.

A Process

Which of the following is an important consideration for place in the marketing of services?

A presence on the Internet

Knowledge and courtesy by employees and their ability to convey trust and confidence

Assurance

An effective method to assess customer service expectations is to analyze customer ______ behavior in which management is told by buyers what dissatisfies them.

Complaint

Caring, Individualized attention provided to customers

Empathy

The more humans are needed to provide a service, the more likely there is to be _________, or variability, in the service's quality.

Heterogeneity

Services that are produced and consumed at the same time; that is, service and consumption are _______.

Inseparable

Services are _______, which means that they cannot be touched, tasted, or seen.

Intangible

Service providers cannot inventory or stockpile things like haircuts during slow times to "sell" later when the facility is busy. This characteristic of services is called Blank______. Multiple choice question.

Perishability

The ability to perform the service dependably and accurately

Reliability

Willingness to help customers and provide prompt service

Responsiveness

The _________ is designed to encourage the systematic examination of all aspects of the service delivery process and prescribe the steps needed to develop an optimal service strategy

Service Gap Model

Actions or performances carried out for and with customers and typically involve a sequence of steps, actions and activities

Services

the appearance of physical facilities, equipment, personnel, and communication materials

Tangibles

One of the most important factors for adequate service recovery is for the provider to ______.

respond to the customer and resolve the problem quickly