BA370 - Ch. 13
Delivery Gap
Get employees to meet or exceed service standards difference between the firm's services standards and the actual service it provides to customers
Commitment to delivering quality service ________
is driven from the top down
Communications Gap
Be realistic in telling potential buyers about the services that can be provided and manage those customer expectations effectively difference between actual service and the service that the firm's promotion program promises
Intangible
It is difficult for the salon to convey the benefits of a new type of new hand cleaning technique
Standards Gap
Set appropriate service levels for performance and measure service performance difference between the firm's perceptions of customers wants and the service standards it sets
Homogeneity in service delivery at a restaurant can result from all of the following except:
a manager who designs a specific way for all hostesses to accept reservations over the phone
Customer service is best represented by which of the following statements? Customer service _____
adds to marketing efforts by helping to meet buyers' needs and wants
customer complaint behavior
analyzes the unfulfilled needs of customers in regards to their perceptions of the performed service used to modify future performance
Susan is looking to purchase a cruise to Alaska. In the search process, she discovers that the purchase is different from purchasing an automobile, in that the cruise _______
cannot be early separated from the service providers such as the stewards and the crew
Zone of tolerance
creates the area between the desired and minimum standard of acceptable service based on five service dimensions
One of the distinct advantages of heterogeneity of services is that it enables the provider to _____ the service and not deliver a standardized, cookie-cutter approach uniformly to every buyer
customize
One method to recover from a service delivery is to provide _____ fairness, by which customer perceive they are getting an equivalent return for the inconvenience they suffered when the service was not delivered as expected
distributive
When a firm such as Ruth's Chris Steak House tells servers to use your best judgment in service a customer who is not satisfied with his $40 steak, it is allowing the server to make decisions at the point of deliver. This is called ________
empowerment
A restaurant is facing a problem in service delivery on a night when there are twice as many customers dining as usual. An integral part of recovery of the service dilemma is to provide both distributive and procedural _______ in resolving the delays in getting all customers served
fairness
When a hotel has a service delivery problem such as a broken AC system on a very hot weekend, one critical element of service recovery is to _________
find a solution that seems fair to all customers
point of purchase surveys
inexpensively collects customers' service perceptions in the process of exchange
Buying a service such as a haircut, a medical treatment, or a lawyer's advice is perceived as more risky to the consumer, because of the service characteristic of ______ since the service cannot really be sampled in advance nor experienced without the provider
inseparability
One of the basic ways in which services differ from products is that production and consumption are _____ from each other.
inseparable
Bill's father is going to have major heart surgery. The uncertainty the family is feeling is in part due to care services being _____. In other words, the patient and his family are not able to precisely measure the quality of his care and treatment
intangible
Services are ______ which means that they cannot be touched, tasted, or seen
intangible
The marketing manager needs to communicate with customers and employees on an ongoing basis in order to underman buyers' expectations an to reduct the _____ gap
knowledge
Knowledge Gap
match customer expectations with actual service provided through research difference between customer expectations and what the firm perceives the customer to expect
An important element of offering emotional support to employees is to _____ when they have been empowered to make decisions in dealing with the customer
not punish them
United Airlines flies a plan from LA to NY at 8pm on Tuesday night only 25% full. On Friday the same flight is overbooked by 15%. One of the traits of service marketing is this quality of _______, which the flights must be delivered on the day scheduled or it is lost.
perishability
Previously retailers offered no-questions-asked returns but have changed policies in recent years due to customers who took advantage of the policy. Since most buyers appreciate ______, some electronics stores have instituted a restocking fee
procedural fairness
voice of customer program
systematically collects customer inputs and integrates them into decisions
One of the aspects of service provision in recent years that has dramatically changed the delivery of services and improved consistency and efficiency is the use of:
tech
The Service-Product Continuum evidences ________
that most firms combine both goods and services in their offerings
A grocery store is at the product-dominant side of the Service-Product Continuum since most items are selected self-service from the shelves; however, ______
the firm can still view service as a viable competitive advantage
Procedural fairness is defined as ________
the perceived fairness of the process used to solve complaints
When there is a service failure, customers like an apology but they also want distributive fairness. In other words, they want ________
to receive tangible restitution
Inseperable
Customers tend to get upset when their favorite manicurist is not working
Heterogeneous
On Fridays and Saturdays the staff is different and the normal process is shortened from 55 to 45 minutes per customer
Perishable
There is a waiting line on Friday and Saturday afternoons but those time slots cannot be inventoried for when there is no demand
Is providing rewards to employees for excellent services a key part of customer service program?? Why or why not?
Yes, rewards reinforce behavior that encourages employees to continually give great service
In delivery of a service, one of the most significant elements is to be able to predict:
consumer expectations
Despite having to deal with difficult guests, the service provider can be motivated to provide service with a smile when the firm ______
provides support and incentives to motivate quality service