Marketing Ch. 13

Heterogeneity

Is Variability in the quality of service. Example: Food may not be prepared the same way every time. Some service firms tackle this variability by replacing people with machines.

Responsiveness

The willingness to help customers and provide prompt service

Specifically identify the 4 distinguishing characteristics of services (the 4 I's)

1. Intangibility 2. Inseparability 3. Heterogeneity (Inconsistency) 4. Perishability (Inventory)

What characteristics make services unique from physical goods?

A "Service" consists of performance, deed, effort, complement to goods, stand-alone services "Goods" consists of tangible: object, device, thing

What 5 dimensions comprise an evaluation of "Service Quality"? (WHAT is evaluated)

Reliability Responsiveness Assurance Empathy Tangibles

Intangibility

Service cannot be touched, tasted, or seen like a pure product can. Intangibility can prove highly challenging to marketers. Marketers must reinforce benefit or value of service. Example: Doctors and Lawyers

Inseprability

Services are produced and consumed at the same time, that is, service and consumption are inseparable. Because purchase risk is high in these scenarios can be relatively high, service firms can provide extended warranties and 100% satisfaction guaranteed. Example: Haircut

Perishability

Services cannot be stored for future use. Marketers must meet critical task of matching demand and supply. Examples of perishable services are airlines, cruise ships, movie theaters, and restaurants.

Realibility

The ability to perform the service dependably and accurately

Tangibles

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

Empathy

the caring, individualized attention provided to customers. Being able to understand another person's point of view.

Assurance

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