Podcast
Questions and Answers
Which gap indicates that service promises do not match delivery?
Which gap indicates that service promises do not match delivery?
- Gap 4 (correct)
- Gap 3
- Gap 2
- Gap 1
What type of customers prefer to shop at locations that offer convenience and speed?
What type of customers prefer to shop at locations that offer convenience and speed?
- Exploratory customers
- Specialty customers
- Convenience customers (correct)
- Shopping customers
How do customers primarily evaluate their retail service experiences?
How do customers primarily evaluate their retail service experiences?
- By considering product range
- By the store's location
- By comparing prices only
- Through their expected service quality (correct)
Which psychological factor can influence consumer behavior during shopping?
Which psychological factor can influence consumer behavior during shopping?
What is NOT an example of a retail customer service type?
What is NOT an example of a retail customer service type?
Which dimension does NOT contribute to the expectations of service quality?
Which dimension does NOT contribute to the expectations of service quality?
What can be a reason for service performance gaps?
What can be a reason for service performance gaps?
Which approach enhances customer satisfaction through tailored experiences?
Which approach enhances customer satisfaction through tailored experiences?
What is a main characteristic of customised service?
What is a main characteristic of customised service?
Which type of service is characterized by high personal service but low procedural service?
Which type of service is characterized by high personal service but low procedural service?
What aspect of service involves established systems and procedures?
What aspect of service involves established systems and procedures?
How does excellent customer service impact sales?
How does excellent customer service impact sales?
What is a potential downside of standardised service?
What is a potential downside of standardised service?
What term refers to the risk associated with the source of service?
What term refers to the risk associated with the source of service?
What might be a notable trait of a business described as 'The Factory'?
What might be a notable trait of a business described as 'The Factory'?
Which statement best describes the relationship between customer relations and customer service?
Which statement best describes the relationship between customer relations and customer service?
Which of the following is NOT considered a customer service offered by retailers?
Which of the following is NOT considered a customer service offered by retailers?
What is Gap 1 primarily associated with?
What is Gap 1 primarily associated with?
Customers often assess stores based on which of the following?
Customers often assess stores based on which of the following?
Which dimension is NOT listed as part of service quality?
Which dimension is NOT listed as part of service quality?
What do customers' perceptions of your business primarily depend on?
What do customers' perceptions of your business primarily depend on?
Which gap relates to the mismatch between promises and actual service delivery?
Which gap relates to the mismatch between promises and actual service delivery?
Which of the following is NOT a part of identifying service problems?
Which of the following is NOT a part of identifying service problems?
What role does upward communication play in market research orientation?
What role does upward communication play in market research orientation?
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Study Notes
Importance of Customer Service
- Good customer service leads to happy customers, repeat purchases, increased sales and better profits.
- Customer service is the procedural and personal interaction retail companies have with customers.
Service Business Types
- The Factory - Good at procedural service, bad at personal service. Motto: "We don't care."
- The Freezer - Low in both personal and procedural service. Motto: "You are a number, we are here to process you"
- The Friendly Zoo - Bad at procedural service, good at personal service. "We are trying hard, but we don't really know what we are doing."
- Quality Customer Service - Excellent in both personal and procedural dimensions. "We care and we deliver."
Customer Service Approaches
- Customised Service - Designed to meet individual customer needs and make them feel special. Can be inconsistent.
- Standardised Service - Designed to improve consistency and quality. Retailers use standardised processes.
Customer Services Offered by Retailers
- Customer services are services retailers do not charge for, that support the core products and services provided by the retailer. Examples include:
- Financial Services
- Delivery
- Returns and Repairs
- Parking
- Bathrooms
- Extended Store Hours
Customer Perceptions
- Customer perceptions about a business are shaped by the service delivered.
- The customer's perception of service delivery may not be reality, but it will govern their opinion about the company.
Dimensions of Service Quality
- Dimensions of Service Quality: Tangibles, Reliability, Responsiveness, Competence, Courtesy, Credibility, Security, Access, Communication Understanding the Customer, Perceived Service Quality, Expected Service
- How customers evaluate stores: Word of mouth, personal needs, past experiences, external communications.
Identifying the Causes of Service Gaps
- Gap 1: Not knowing what customers expect.
- Gap 2: The wrong service/quality products.
- Gap 3: A service delivery gap.
- Gap 4: Promises that do not match delivery.
- Gap 5: Service quality
Market Research Orientation
- Key factors influencing service gaps:
- Upward communication (levels of management)
- Management commitment
- Goal setting
- Task standardisation
- Perception of feasibility
- Teamwork
- Employee job fit
- Technology job fit
- Perceived control
- Role conflict/ambiguity
- Horizontal communication
- Propensity to over-promise
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