Marketing Chapter 13

service gap

Results when a service fails to meet the expectations that customers have about how it should be delivered

customer service

Specifically refers to human or mechanical activities firms undertake to help satisfy their customers' needs and wants

Perishability (Big Four)

A characteristic of a service: it cannot be stored for use in the future (Inability of a service to be inventoried or stored)

Voice-of-customer (VOC) program

An ongoing marketing research system that collects customer inputs and integrates them into managerial decisions

Service

Any intangible offering that involves a deed, performance, or effort that cannot be physically possessed; intangible customer benefits that are produced by people or machines and cannot be separated from the producer

Procedural fairness

Refers to the customer's perception of the fairness of the process used to resolved complaints about service

distributive fairness

Pertains to a customer's perception of the benefits he or she received compared with the costs (inconvenience or loss) that resulted from a service failure

instrumental support

Providing the equipment or systems needed to preform a task in a job setting

Zone of tolerance

The area between customers' expectations regarding their desired service and the minimum level of acceptable service and the minimum level of acceptable service - that is, the difference between what the customer really wants and what he or she will accept before going elsewhere

Intangible (Intangibility Big Four)

a characteristic of a service; it cannot be touched, tasted, or seen like a pure product can (Lack of tangible assets which can be seen, touched, or smelled prior to purchase)

heterogeneity (Variability Big Four)

as it refers to the differences between the marketing of products and services, the delivery of services is more variable (Unwanted or random levels of service quality customers receive when they patronize a service firm)

inseparable (Inseparability Big Four)

characteristic of a service: it is produced and consumed at the same time; that is, service and consumption are inseparable (Simultaneous production and consumption of a service)

emotional support

concern for others' well-being and support of their decisions in a job setting

the service quality

customers' perceptions of how well a service meets or exceeds their expectations

empowerment

in context of service delivery, means allowing employees to make decisions about how service is provided to customers

standards gap

pertains to the difference between the firm's perceptions of customers' exceptions and the service standards it sets

communication gap

refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises

Knowledge gap

reflects the difference between customers' expectations and the firm's perception of those expectations

delivery gap

the difference between the firm's service standards and the actual service it provides to customers