services marketing exam 1

4 factors leading to provider gap 3

- Deficiencies in human resource policies - Customers who do not fulfill roles - Problems with service intermediaries - Failure to match supply and demand

4 factors leading to provider gap 1

- Inadequate marketing research orientation - Lack of upward communication - Insufficient relationship focus - Inadequate service recovery

4 factors leading to provider gap 4

- Lack of integrated services marketing communications - Ineffective management of customer expectations - Overpromising - Inadequate horizontal communications

3 factors leading to provider gap 2

- Poor service design - Absence of customer-driven standards - Inappropriate physical evidence and servicescape

what determines customer satisfaction (2)

-product and service features -personal factors and situational factors

Heterogeneity definition

Because performances are frequently produced by humans, two services are usually not precisely alike

intangibility definition

Because services are performances or actions rather than objects, they cannot be seen, felt, tasted, or touched in the same manner that you can sense tangible goods

service encounters are an opportunity to (4)

Build trust and a relationship Reinforce quality Build brand identity Increase loyalty

provider gap 2 is ____ vs ____

Customer-drive service designs and standards vs company perceptions of consumer expectation

zone of tolerance

Difference between desired service and adequate service

provider gap 1 is ____ vs ____

Expected service vs company perceptions of consumer expectations

Factors influencing both desired and predicted service

Explicit service promises, Implicit service promises, Word-of-mouth communications, Past experience

Mystery shopping

Individual who poses like a regular customer, providing feedback on service

Inseparability definition

Most goods are first produced then sold and consumed. Many services are sold first, then produced and consumed simultaneously

what is provider gap 3

Not delivering to service standards

what is provider gap 2

Not having the right service designs and standards

Service expectations meetings and review

One-on-one meeting management with client for B2B

Effective Services Research Program include __ and __ research

Qualitative & Quantitative

Perishability definition

Refers to the fact that services cannot be saved, stored, resold or returned.

two types of situational factors

Uncontrollable situational factors and Personal situational factors

Service quality

a component of satisfaction Focuses on dimensions of service

The Oaks at Ojai is an award-winning destination spa in California. Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas. Just before heading home, each guest is asked to complete a questionnaire and provide feedback about his or her experience. Questions are specific and management meets weekly to review and discuss the improvements suggested by guests. Each guest who completed a questionnaire receives a letter of thanks with a promise to follow up on any issues mentioned. By conducting research and focusing on customer relationships, The Oaks is closing provider _____ of the gaps model of service quality a. Gap 1 b. Gap 2 c. Gap 3 d. Gap 4

a. Gap 1

The health industry in the U.S. is an $840 trillion business. Adam.com is trying to cash in on some of that money by providing an Internet service that will help hospitals answer their patients' health-related questions. Every year, Adam.com does an informal survey of its customers. It uses open-ended questions to determine what people like and dislike about its service. Adam.com is conducting _____ research. a. Qualitative b. Functional c. Inferential d. Secondary e. Quantitative

a. Qualitative

reliability

ability to perform the promise service dependably and accurately

people of marketing mix

all human actors who play a part in service delivery and thus influence the buyer's perceptions: namely the firm's personnel, the customer, and other customers in the service environment

Future expectations research

ask heavy users what they would like moving forward

Customer complaint solicitation

ask specifically what they are not happy with

Critical incident studies

asking about a specific incident

Search attributes

attributes that a customer can determine before purchasing a product

Experience attributes

attributes that can be discerned only after purchase or during consumption

3. The strong wind lifted the caterer's tent off the tent poles and caused it to collapse onto the food and attending guests. This sort of situational factor will _____ the level of adequate service expected and _____ the zone of tolerance. a. lower; narrow b. lower; widen c. raise; widen d. raise; narrow

b. lower; widen

Customer satisfaction

broader concept that includes perceptions of situational factors and personal factors, product quality, service quality, price, etc

1. The most distinguishing characteristic of services is: a. Heterogeneity b. Perishability c. Intangibility d. Comparability e. Divisibility

c. Intangibility

Empathy

caring, individualized attention the firm provides its customers

Quantitative research

data expressing a certain quantity, amount, range

services definition

deeds, processes, and performances provided, co-produced, or co-created by one entity or person for and/or with another entity or person

Qualitative research

descriptive, conceptual findings

customer gap

difference between customer expectations and perceptions

American Express Company Travel-Related Services has used computer technology to reduce personal card processing time from an average of 35 days to 15 days, replace cards in an average of 2 days rather than 15 days, drop response time to cardholder inquiries from 16 to 10 days, answer merchant inquiries in 4 days rather than 14, and reduce emergency service for card replacement to within 24 hours worldwide. American Express has improved its customer service by focusing on the _____ dimension of service quality. a. reliability b. assurance c. tangibles d. empathy e. responsiveness

e. responsiveness

Situational factors

factors that are contemporary in nature

Lost customer research

go to people who left and ask why they left

Customer panels

group of customers evaluating the service

Credence attributes

include characteristics that the consumer may find impossible to evaluate even after purchase and consumption

4 characteristics of services

intangibility, inseparability, variability, perishability

Assurance

knowledge and courtesy of employees and their ability to inspire and confidence

predicted service

level of service consumer anticipate they are likely to get

desired service

level of service the customer hopes to receive

Adequate service

level of service with customer will accept

provider gap 1 is called

listening gap

what is provider gap 1

not knowing what customers expect

what is provider gap 4

not matching performance to promises

Market-oriented ethnography

observe people and how they use products, services

Trailer calls or postrasaction surveys

occurs right after experience, linking to employee

Derived service expectations

occurs when customer expectations are driven by another person or group of people

Perceived service alternatives

other providers from whom the customers can (or perceive they can) obtain service

Factors that influence adequate service

perceived service alternatives, situational factors, predicted service

factors that influence desired service

personal needs, personal service philosophy, derived service expectations

Tangibles

physical facilities, equipment, and appearance of personnel

services marketing mix

product, place, price, promotion, people, process, physical evidence

5 dimensions of service quality

reliability, assurance tangibles, empathy, responsiveness

provider gap 3 is ____ vs ____

service delivery vs customer-driven service designs and standards

provider gap 4 is ____ vs ____

service delivery vs external communication to customers

personal needs

states or conditioners essential to the physical or psychological well-being of the customer

Relationship and SERVQUAL surveys

survey measuring all the five dimensions of service quality

provider gap 4 is called

the communication gap

Personal service philosophy

the customer's underlying generic attitude about the meaning of service and the proper conduct

physical evidence of marketing mix

the environment in which the service is delivered and where the firm and customer interact, as well as any tangible components that facilitate performance or communication of the service

process of marketing mix

the procedures, mechanisms, and flow of activities by which the service is delivered, consumed, and co created -- the service delivery and operating systems

provider gap 2 is called

the service design and standards gap

provider gap 3 is called

the service performance gap

Upward communication

top management learning about customer by the information moving up the chain of command

Responsiveness

willing to help customers and provide prompt service