Chapter 10

Gap Analysis

a marketing research method that measures the difference between a customer's expectation of a service quality and what actually occurred

Critical Instant Technique

a method for measuring service quality in which marketers use customer complaints to identify critical incidents - specific face to face contacts between consumer and service providers that cause problems and lead to dissatisfaction

New Dominant Logic for Marketing

a reconceptualization of traditional marketing to redefine service as the central deliverable and actual physical products pervade as comparatively incidental to the value proposition

Disintermediation

a service that requires the customer to obtain an outcome without the intervention of the human provider

Search Engine Optimization (SEO)

a systematic process of insuring that your firm comes up at or near the top of the list of typical search phrases related to your business

Intangibles

experienced based products

Services

intangible products that are exchanged directly from the producer to the consumer; have 4 unique characteristics: intangibility, perishability, variability, inseparability

Place Marketing

marketing activities that seek to attract new businesses, residents, or visitors to a town, state, country, or some other site

Idea Marketing

marketing activities that seek to gain market share for a concept, philosophy, belief, or issue by using elements of the marketing mix to create or change a markets attitude or behavior

Servqual

multiple item scale used to measure service quality across dimensions of tangibles, reliability, responsiveness, assurance, and empathy

Credence Qualities

product characteristics that are difficult to evaluate even after they are experienced

Experience Qualities

product characteristics that consumers can determine during or after consumption

Search Qualities

product characteristics that the consumer can examine prior to purchase

Service Encounter

the actual interaction between the customer and the service provider

Servicescape

the actual physical facility where a service is performed, delivered, and consumed

Core Service

the basic benefit of having service performed

Perishability

the characteristic of a service that makes it impossible to store for later sale or consumption

Intangibility

the characteristic of a service that means customers cant see, touch, or smell good service

Variability

the characteristic of a service that means even the same service performed by the same individual for the same customer can vary

Inseparability

the characteristic of service that means that it is impossible to separate the production of a service from the consumption of that service

Augmented Services

the core service + additional services provided to enhance value

Capacity Management

the process by which organizations adjust their offerings in an attempt to match demand