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