Service Marketing Provider Gap 4

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Questions and Answers

What is the main cause of Provider Gap 4?

Disparity between service delivery and external communications to customers (correct)

High prices that raise customer expectations

Ineffective management of customer expectations

Incorporeal existence of services

Which of the following is an example of ineffective management of customer expectations?

Not managing customer expectation through all forms of communication (correct)

Managing customer expectation through all forms of communication

Overpromising through physical evidence cues

High prices that raise customer expectations

What is the term used to describe the difficulty in visualizing and understanding services?

Generality

Incorporeal existence

Abstractness (correct)

Nonsearchability

What type of communication involves personal selling, customer service center, and social media?

Interactive marketing communications Signup and view all the answers

What is the term used to describe the lack of a strong internal marketing program?

Lack of integrated services marketing communications Signup and view all the answers

Which of the following is NOT a part of external marketing communications?

Personal selling Signup and view all the answers

What is a key challenge in managing services?

Managing customer expectations Signup and view all the answers

Which of the following strategies can help address service intangibility?

Feature service employees in communications Signup and view all the answers

What is a key aspect of managing customer expectations?

Making realistic promises Signup and view all the answers

Why is it challenging to determine the price of a service?

All of the above Signup and view all the answers

What is the purpose of internal marketing communication?

To create effective vertical communication Signup and view all the answers

What is a key aspect of managing customer education?

Preparing customers for the service process Signup and view all the answers

What is a key strategy for managing service promises?

Coordinate external communication Signup and view all the answers

Why is it important to create effective upward communication in service organizations?

To share customer insights with upper management Signup and view all the answers

Study Notes

Provider Gap 4

Caused by a disparity between service delivery and external communication to customers.
Influenced by factors such as lack of integrated service marketing communications, ineffective management of customer expectations, overpromising, inadequate horizontal communications, and inappropriate pricing.

Factors Contributing to Provider Gap 4

Integrated Marketing Communications: Absence of a strong internal marketing program.
Customer Expectations Management: Ineffectively managing customer expectations across communication channels.
Overpromising: Creating high expectations through physical evidence cues.
Pricing Issues: High prices can raise customer expectations unrealistically.

Service Marketing Triangle

Internal Marketing Communications: Involves vertical and horizontal communications within an organization.
External Marketing Communications: Includes advertising, sales promotion, public relations, and direct marketing.
Interactive Marketing Communications: Encompasses personal selling, customer service, service encounters, social media, and servicescapes.

Key Service Communication Challenges

Incorporeal Existence: Difficulty in demonstrating services.
Abstractness: Challenges in visualizing and understanding services.
Generality: Lack of specificity in descriptions, e.g., "wonderful experience."
Nonsearchability: Services cannot be previewed prior to purchase.
Mental Impalability: Complexity and multidimensionality of services make them hard to comprehend.

Additional Service Challenges

Managing service promises.
Managing customer expectations.
Educating customers about services.
Internal marketing communication.

Strategies for Service Promise Delivery

Address intangibility by making messages dramatic and memorable.
Present vivid information to enhance understanding.
Use interactive imagery and focus on tangible aspects.
Brand icons can help make services more tangible.
Feature service employees in communications for relatability.
Leverage buzz or viral marketing and social media to enhance visibility.

Managing Service Promises

Create a strong service brand and coordinate external communication effectively.

Managing Customer Expectations

Set realistic promises and offer service guarantees.
Provide service options and tiered value offerings.
Clearly communicate service criteria and expected effectiveness levels.

Customer Education Management

Prepare customers for the service experience.
Confirm performance standards and expectations post-sale.
Clarify expectations to enhance satisfaction.

Internal Marketing Communication Management

Establish effective vertical communication to keep employees informed.
Facilitate horizontal communication across departments to accurately price services.
Promote brand understanding within the company among employees.

Customer Knowledge of Pricing

Significant variability in pricing among service providers.
Individual pricing varies based on customer needs and circumstances.
Service pricing may remain unknown until after service completion.

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Description

Explore the intricacies of Provider Gap 4 in service marketing, highlighting the disparities between service delivery and external communication. Delve into key factors such as integrated marketing communications and customer expectations management that contribute to this gap.