MKTG 305 Exam 3 chp. 13

One of the most difficult issues for service providers to deal with is that of "(..). They cannot inventory or stockpile things like haircuts during slow times to "sell later when the facility is busy"

Perishability

A continuing dilemma for marketers of service is to understand buyer's expectations, which means to understand in advance what they think will be delivered based on their previous experiences and knowledge

expectations

one of the best ways for managers to reduce the (...) gap is to conduct ongoing research and regularly talk with customers to determine what they expect to get from the brand and the firm

knowledge

customer (..) refers to human or mechanical activities by firms to help satisfy their customer needs and wants.

service

In addition to providing service employees with emotional and instrumental support, management should offer the staff "(...) that reward them for providing good service.

-Rewards -incentives

What are two fundamental differences between services and goods?

-inseparable -intangible

which of the following are fundamental differences between services and goods

-intangible -inseparable

Customer service is best represented by what statement?

Customer service adds to marketing efforts by helping to meet buyers needs and wants

(...) fairness refers to the manner in which customers want to be compensated a fair amount to correct a perceived loss that resulted from a service failure

Distributive

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

One of the most effective methods to asses how well a firm is delivering asequate service to consumers is to employ the (...) model to evaluate their service provison

Gaps

Often an otherwise horrible service delivery failure can be turned around and used to build customer loyalty and commitment. The firm needs to allow the customer to air his/her grievance an for the firm to (..) them.

Listen to

ability to perform the service dependably and accurately

Reliability

Mcdonalds has a policy that a drive-through customer will receive his order within 1 minute of paying for the order. This contributes to efforts to reduce the (...) gap and provide measurable service quality based on experience.

Standards

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

assurance

willingness to help customers and provide prompt service

responsiveness

Susan is looking to purchase a cruise to Alaska. In the search process, she discovers that this purchase is different from purchasing an automobile, in that the cruise

cannot be easily separated from the service providers such as the stewards and the crew

If the Americana hotel has successfully closed the standards, knowledge, and delivery gaps in providing outstanding service, it is still necessary to close the fourth service gap, the (...) gap.

communications

Service quality is defined as?

customers perception of how well a service meets or exceeds their expectations

caring, individualized attention provided to customers

empathy

When a firm such as Ruth's chris steak house tells servers to "use your best judgment" in serving a customer who is not satisfied with his $40 steak, it is allowing the server to make decisions at the point of delivery. This is called?

empowerment

In the provision of a service, there are several possibilities to mismatch the service and customer needs resulting in one of several types of service (...), in 1. communications, 2. delivery, 3. standards, 4. knowledge

gaps

Services often are perceived as riskier purchases because the customer?

has less chance to sample the service before purchase and cannot return it after purchase

Three of the dermatologist's patients have very different skin problems. Because of the (...) characteristics of services, the doctor needs to customize each patients diagnosis and treatment

heterogeneity

since humans work output cannot be standardized to the same degree as the output of a machine, one substantial difference between the marketing of services and products is the (...) of service delivery. For example, a restaurant that alter the uniformity of the output.

heterogeneity

The primary reason there is greater heterogeneity in services than in products is because

human inputs generate differences

Services marketing differs from the marketing of products in all of the following ways except?

inconvertibility

Claires accessory stores sells many girls their first pair if earrings along with the process of piercing their ears. The store tries to create an entire experience for the event, and both the customer and the store employees are integral to the process. claire relies on the service attributes of (...) as an opportunity to involve the customer and increase perceived value

inseparability

One of the basic ways in which services differ from products is that production and consumption are (..) from each other. Consequently, service providers often include options for the customer to become more involved in the production of the service, which usually results in greater customer satisfaction

inseparable

When production and consumption occur at the same time

inseparable

Bills father is going to have major heart surgery. The uncertainty the family is feeling is in part due to health care services being (...). The patient and his family are not able to precisely measure the quality of his care and treatment

intangible

One of the biggest differences between marketing a service and a product is the (...) of services. The consumer can see and touch a product such as a laptop computer, but cannot touch the financing program he/she purchased in order to acquire the laptop

intangible

They cannot be touched, tasted, or seen

intangible

Susie decided to try a weight loss program by extreme fit foods that promised she could lose 15 pounds her first week. Susie followed the guidelines exactly and only lost 1 pound the first week. she is planning on canceling her membership and telling her other friends not to try extreme fit foods. What mistake did extreme foods make?

it needs to communicate accurate results information to meet customers expectations

In the delivery of good service, employees usually take their cue from the attitude and actions of (...), which sets policy and have the ability to influence the entire corporate posture on quality service performance.

management

the delivery of quality service is the task everyone in the firm, but the commitment to quality service is established and illustrated best by (...), which establishes policy and sets examples for the entire company

management

Mary went to the local supermarket, where she shopped regularly, to purchase her groceries for the week. What would be a delivery gap that resulted in a service failure by the grocery store

mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register

United Airlines flies a plane From LA to NY at 8 o'clock on Tuesday morning only 25% full. On Friday, the same flight is overbooked by 15%. One of the traits of service marketing is this quality of (...), in which the flights must be delivered on the day scheduled or it is lost

perishability

they cannot be stored for later use

perishable

Despite having to deal with difficult guests, the service provider has to respond inoffensively and can be motivated to provide "service with a smile" when the firm?

provides support and incentives to motivate quality service

Firms are able to gain a better understanding of customers service expectations by engaging in quantitative and qualitative market (..), which can be extensive and expensive

research

One of the gaps customers experience is a (...) gap, when quality is unreliable B/C there are no predictable guidelines or benchmarks systematically established by the service providers management. consequently, the service employee does not know how to provide the service effectively

standards

appearance of physical facilities, equipment, personnel, and communication materials are known as?

tangibles

The service-product continuum evidences

that most firms combine both goods and services in the offerings

Jane has multiple managers at her retail job. It is a company policy that customers cannot return items without a receipt, but sometimes managers will allow customers to receive in store credit for their returns. One day a customer was irritated that jane would not allow a return for store credit because the manager on duty adhered to the company policy. The customer wrote a complaint about jane to the corporate office. What needs to change in this situation.

the support that managers provide must be consistent and coherent throughout the organization.

The marketing metric used to evaluate if a firm is performing on the five service quality dimensions by finding the minimum level of acceptable service is

the zone of tolerance

due to the human element it tends to deviate from use to use

variable

a systematic program that collects customer inputs and integrates them into managerial decisions is a (..) of customer program

voice

In the process of recovering from poor service delivery in a salon, the providers are advised to apply all of the following tactics except?

wait a while to resolve the issue since customers are often very emotional and need to cool down first