BAS 282: Marketing Services: Homework

Read each service improvement strategy and categorize it according to the service gap it is intended to fill.

1. Improve market research - Knowledge Gap 2. Use forecasting tools to match supply and demand - Design and Standards Gap 3. Align service design and standards to customer needs and company positioning - Delivery Gap 4. Centralize and integrate brand messaging - Communications Gap 5. Follow-up with customers - Knowledge Gap 6. Modify price to increase or decrease demand to match supply - Design and Standards Gap 7. Monitor and control physical components to match service offering - Delivery Gap 8. Do not overpromise - Communications Gap 9. Encourage upward flow of information - Knowledge Gap 10. Train staff and customers - Design and Standards Gap 11. Do not underpomise - Communications Gap

When the owners of Crepes a la Nana arrive at the brunch they were booked to cater, they are greeted by an angry customer. He claims they are late, but MaryAnn insists they are on time. Nana, not wanting to focus on who is right or wrong, steps in to communicate a new plan. Which rule of service recovery is Nana demonstrating?

Fix the customer's problem—act fast and take ownership. Correct

As a further act of good faith, Nana provides the brunch guests with an additional food cart filled with Tapas Crepes and complimentary desserts. Which rule of service recovery is Nana demonstrating?

Fix the customer's problem—compensate the customer appropriately.

The hotel lobby was bright and welcoming and smelled of fresh lavender. The hotel room, however, was another story. Towels were missing and used toiletries were left in the sink.

Tangibles

You have arranged a car service to take you to the airport. You miss your flight. Which of the following represents a service failure due to other customers?

You miss your flight due to slow passenger at security

The IT representative explained to Jack that she would need to take over his computer in order to figure out the issue; before actually taking it over, she asked for his permission to do so.

Assurance

The first thing the credit card representative said to Anson was how sorry she was that his card was stolen; she then reassured him it would be canceled immediately.

Empathy

Seabird Bank changes its deposit policy, wherein it charges a deposit fee only on ATM deposits. No fees will be charged on teller deposits.

Fix the company's problem.

Seabird Bank decides to send out bank statements on the 15th, rather than the 30th, of each month.

Fix the company's problem.

Seabird Bank embarks on a communication campaign to emphasize its commitment to staying a local bank that builds relationships with and values its customers.

Fix the company's problem.

Ana cancels the two below minimum balance fees and restores $60 to Emerson's account.

Fix the customer's problem.

Kayla ordered takeout and was told the meal would arrive in 20 minutes. It arrived exactly on time; the delivery person was polite, and the food was hot.

Reliability

One of the salespeople on the floor noticed Soraya repeatedly searching through the shelves and stopped to ask if he could be of assistance.

Responsiveness

Which of the following statements is true about service failure?

Service failure can lead to negative word-of-mouth.

You have arranged a car service to take you to the airport. You miss your flight. Which of the following represents a service failure due to external circumstances?

You miss your flight due to highway accident slowing traffic.

You have arranged a car service to take you to the airport. You miss your flight. Which of the following represents a service failure due to the company?

You miss your flight due to unavailability of drivers.

Assist You 2 discovers it tends to overpromise and under-deliver on service. This means that the firm must work to close which gap of the service gaps model?

communication

Assist You 2's operational strategies and tactics are solid, which helps to ensure that the firm's clients receive the services they expect. This means that the firm is successfully managing which gap of the service gaps model?

delivery

Assist You 2's service plan and its execution method are strong. Upper management and trained staff both guarantee quality service. This means that Karen and Anika are successfully managing which gap of the service gaps model?

design and standards

Karen and Anika, co-owners of Assist You 2, discover they have done a great job asking customers questions and really listening to their answers. This means that Karen and Anika are successfully managing which gap of the service gaps model?

knowledge

If you order a large coffee with milk and receive a large coffee without milk instead, this is an example of a service

mismatch.

Why do Karen and Anika decide to integrate all brand communications and centrally manage all customer touchpoints?

to close the communication gap

Seabird Bank trains its staff to explain to customers that in exchange for lower interest rates, the bank will provide more personalized customer service in more local branches.

Fix the company's problem.

Seabird Bank removes the $3 fee for paper statements for long-time customers like Emerson.

Fix the customer's problem.

Read the descriptions of each of the defining elements of marketing services and then align them to the correct defining characteristic.

1. Not physical - Intangibility 2. Service experience is unique each time - Heterogeneity 3. Production and consumption occur at the same time - Inseparability 4. Cannot be stored indefinitely - Perishability 5. Cannot be touched - Intangibility 6. Cannot be stored - Intangibility 7. Cannot be mass produced - Heterogeneity 8. Cannot be reused - Perishability 9. Cannot be possessed - Intangibility

Given that the customer disagreed with MaryAnn about the timing of the scheduled brunch, MaryAnn needs to ensure that next time, she confirm the day and time a week in advance of the event, and to confirm again the day before. This will ensure there is no confusion between the company and the customer. By doing this, which rule of recovery would MaryAnn be following?

Fix the company's problem: make sure it does what it says it will actually do

Ana apologizes to Emerson for the recent problems and emphasizes that Emerson is a valued customer that the bank does not want to lose.

Fix the customer's problem.

Ana sets Emerson up with an online banking app that delivers monthly statements free of charge; she explains how to use it and how to set up text alerts.

Fix the customer's problem.

To help diffuse the situation with the angry customer, Nana listens patiently and lets the customer know he is important. Which rule of service recovery is Nana demonstrating?

Fix the customer's problem—treat customers with respect.