Chp 13 Service
Service
An intangible product that involves a deed, a performance, or an effort that cannot be physically possessed a service is not the same as customer service 70% of US employment
Which of the following is the best example of a high-contact service?
Plastic surgery
intangibility
The major characteristic that distinguishes a service from a good Ex: Autocare, medical care, insurance
Perishability
Unused service capacity from one time period cannot be stored for future use service marketers have to balance supply and demand
Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.
credence
In general, differences between goods and services are determined by the
degree of tangibility.
Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services.
intangibility
Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.
intangibility
Characteristics of services
intangibility, inseparability of production and consumption, perishability, heterogeneity, client-based relationships, customer contact
Client based relationships
interactions resulting in satisfied customers who use a service repeatedly word of mouth communication has a key role in client based relationship building -Build trust -demonstrate customer commitment -satisfy customers
According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____.
performance; audience
The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.
perishability
The fact the services cannot be inventoried and then sold at a later date is called
perishability.
Customer evaluation of service quality
search qualities, experience qualities, credence qualities
Heterogeneity
service has variations in quality -human behavior leads to inconsistent quality
service quality is based on
tangibles reliability responsiveness assurance empathy
Services are usually provided through ____ directed at people or objects.
the application of human or mechanical efforts
customer contact
the level of interaction between provider and customer needed to deliver the service -look of facilities plays an important role in high-contact industries -well trained, satisfied employees are essential Ex: High- health care, real estate, spa services Low- tax filing, auto repair, dry cleaning
Inseparability of Production and Consumption
the quality of being produced and consumed at the same time Ex:hotels, airlines, haircuts, uber, doctor
Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business.
word-of-mouth communication
