Podcast
Questions and Answers
Why do service providers offer lower prices at certain times, such as ski areas at night?
Why do service providers offer lower prices at certain times, such as ski areas at night?
- To increase service quality
- To stimulate demand (correct)
- To limit customer expectations
- To decrease competition
What contributes to the knowledge gap in service delivery?
What contributes to the knowledge gap in service delivery?
- Insufficient customer research (correct)
- High employee turnover
- Lack of training programs
- Inadequate marketing strategies
What influences customer expectations according to the document?
What influences customer expectations according to the document?
- Only personal experiences
- Recommendations from peers
- Service type and situational context (correct)
- Promotional marketing
What is essential for service providers to achieve high service standards?
What is essential for service providers to achieve high service standards?
How does Lou’s Local Diner perform compared to Well-Known National Chain on service quality?
How does Lou’s Local Diner perform compared to Well-Known National Chain on service quality?
What is one primary benefit of empowering service providers?
What is one primary benefit of empowering service providers?
Which type of support is specifically mentioned as essential for service providers?
Which type of support is specifically mentioned as essential for service providers?
How can technology impact customer service according to the content?
How can technology impact customer service according to the content?
What does The Keg do to encourage excellent service from employees?
What does The Keg do to encourage excellent service from employees?
What role does Google Analytics play in service delivery?
What role does Google Analytics play in service delivery?
What is a crucial step in managing customer expectations?
What is a crucial step in managing customer expectations?
Which of the following best exemplifies a method for recovering goodwill after a service failure?
Which of the following best exemplifies a method for recovering goodwill after a service failure?
What can happen if service failures are not resolved quickly?
What can happen if service failures are not resolved quickly?
What type of fairness involves the procedures perceived by customers during service recovery?
What type of fairness involves the procedures perceived by customers during service recovery?
How can firms increase service recovery effectiveness?
How can firms increase service recovery effectiveness?
What principle highlights the lack of physical presence in services compared to products?
What principle highlights the lack of physical presence in services compared to products?
Which gap in the Gaps model focuses on the difference between customer expectations and management perceptions?
Which gap in the Gaps model focuses on the difference between customer expectations and management perceptions?
Which strategy can firms employ to assist employees in delivering exceptional service?
Which strategy can firms employ to assist employees in delivering exceptional service?
What is a key recovery strategy to address service failures?
What is a key recovery strategy to address service failures?
What can be described as a unique aspect of service marketing compared to product marketing?
What can be described as a unique aspect of service marketing compared to product marketing?
Flashcards
Perishable Services
Perishable Services
Services that cannot be stored or saved for later use.
Knowledge Gap
Knowledge Gap
The difference between what customers expect and what service providers know about those expectations.
Service Quality Evaluation
Service Quality Evaluation
Assessing how well a service meets customer expectations.
Zone of Tolerance
Zone of Tolerance
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Standards Gap
Standards Gap
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Empowering Service Providers
Empowering Service Providers
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Service Provider Support
Service Provider Support
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Consistent Management
Consistent Management
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Rewarding Excellent Service
Rewarding Excellent Service
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Using Technology in Service
Using Technology in Service
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Service Recovery
Service Recovery
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Customer Expectations
Customer Expectations
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Service Failure
Service Failure
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Distributive Fairness
Distributive Fairness
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Procedural Fairness
Procedural Fairness
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Service Marketing
Service Marketing
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Intangibility
Intangibility
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Inseparability
Inseparability
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Inconsistency
Inconsistency
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Service Recovery Strategies
Service Recovery Strategies
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Study Notes
Chapter 10: Services: The Intangible Product
- Services marketing differs from product marketing. Key distinctions include: intangibility, inseparability, inconsistency, and inventory.
- Intangibility: services cannot be touched, tasted, or seen. Cues like atmosphere and imagery are used to communicate value.
- Inseparability: Production and consumption happen concurrently. This limits the ability to test the service before use. Guarantees and warranties can mitigate this lack of testing.
- Inconsistency: The variability in service quality is due to service being people-based. This necessitates employee training and standardization to minimize inconsistency. Bundled packages, self-service technology, and use of the internet can also help reduce variability.
- Inventory: Services are perishable, meaning they cannot be stored. Service providers offering tickets at reduced rates at off-peak hours is a strategy to use up the inventory of unsold capacity.
- Service quality dimensions include reliability, responsiveness, assurance, empathy, and tangibles, as well as using technology to enhance service.
- The Knowledge Gap: Marketing research helps understand customer expectations.
- The Standards Gap: Training improves service standards. Setting high standards is important for achieving service goals.
- The Delivery Gap: Strategies to deliver service quality may include empowering employees to make decisions about service, providing support & incentives for employees, and use of technology.
- The Communication Gap: Managing customer expectations, fulfilling promises, and communicating service expectations well are key to effective communication.
- Service Recovery: Listening to customers, solving problems quickly, and providing fair solutions are essential for effective service recovery. Distributive and procedural fairness are important elements when resolving issues.
Gaps Model
- The Gaps model outlines four gaps in service delivery: Knowledge Gap, Standards Gap, Delivery Gap, Communication Gap. These gaps highlight the differences between customer expectations and perceptions of service quality.
Economic Importance of Service
- Developed economies increasingly rely on service-oriented industries.
- Production costs of some services are lower in other countries.
- The service sector has expanded due to increased importance placed on conveniences and leisure. Demand for services that support other industries has increased.
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Description
Explore the unique characteristics of services marketing in Chapter 10. Understand the critical distinctions including intangibility, inseparability, inconsistency, and inventory, and how these impact service delivery and customer perception. Learn strategies for enhancing service quality and managing service inventory.
