Podcast
Questions and Answers
What characteristic of services indicates they cannot be stored for later use?
What characteristic of services indicates they cannot be stored for later use?
- Measurability
- Interactivity
- Perishability (correct)
- Variability
What does service variability primarily result from?
What does service variability primarily result from?
- Human involvement in delivery (correct)
- Technological advancements
- Consumer demand changes
- Standardized processes
What strategy focuses on building long-term relationships with customers?
What strategy focuses on building long-term relationships with customers?
- Relationship Marketing (correct)
- Transactional Marketing
- Direct Marketing
- Spectrum Marketing
Which term describes the interaction between a customer and a service provider?
Which term describes the interaction between a customer and a service provider?
What is the term for the tangible elements that help customers form impressions of a service?
What is the term for the tangible elements that help customers form impressions of a service?
What framework identifies gaps between customer expectations and perceptions of service quality?
What framework identifies gaps between customer expectations and perceptions of service quality?
What is a key strategy in competitive markets aimed at making a service distinct?
What is a key strategy in competitive markets aimed at making a service distinct?
Which approach involves managing a company's interactions with current and potential customers?
Which approach involves managing a company's interactions with current and potential customers?
What is a key characteristic of services that differentiates them from physical goods?
What is a key characteristic of services that differentiates them from physical goods?
Which of the following is NOT a component of the servicescape?
Which of the following is NOT a component of the servicescape?
How can a well-designed servicescape impact customer behavior?
How can a well-designed servicescape impact customer behavior?
Which aspect of services marketing emphasizes customer interaction before, during, and after a service encounter?
Which aspect of services marketing emphasizes customer interaction before, during, and after a service encounter?
What does the term 'perishability' refer to in services marketing?
What does the term 'perishability' refer to in services marketing?
What role do 'ambient conditions' play in the servicescape?
What role do 'ambient conditions' play in the servicescape?
In which aspect of services does 'inseparability' play a crucial role?
In which aspect of services does 'inseparability' play a crucial role?
What is a primary focus of services marketing?
What is a primary focus of services marketing?
What is the primary goal of effective service recovery?
What is the primary goal of effective service recovery?
Why is empathy important in service recovery?
Why is empathy important in service recovery?
What service recovery strategy involves checking in with the customer after resolving an issue?
What service recovery strategy involves checking in with the customer after resolving an issue?
How can businesses leverage social media for customer engagement in the Philippines?
How can businesses leverage social media for customer engagement in the Philippines?
What motivates Filipino consumers' expectations in customer service?
What motivates Filipino consumers' expectations in customer service?
What is the service recovery paradox?
What is the service recovery paradox?
What type of service recovery involves offering discounts or upgrades?
What type of service recovery involves offering discounts or upgrades?
Which factor is NOT considered when tailoring services to the Philippine market?
Which factor is NOT considered when tailoring services to the Philippine market?
Which pricing strategy focuses on determining prices based on production costs plus a markup?
Which pricing strategy focuses on determining prices based on production costs plus a markup?
Which dimension of service quality refers to the staff's ability to inspire trust?
Which dimension of service quality refers to the staff's ability to inspire trust?
What is an example of a tangible element that helps customers evaluate service quality?
What is an example of a tangible element that helps customers evaluate service quality?
Which of the following is NOT one of the extended 3Ps for services?
Which of the following is NOT one of the extended 3Ps for services?
How does employee empowerment benefit service delivery?
How does employee empowerment benefit service delivery?
Which dimension of service quality reflects the willingness to help customers and provide prompt service?
Which dimension of service quality reflects the willingness to help customers and provide prompt service?
What role do frontline employees play in service satisfaction?
What role do frontline employees play in service satisfaction?
Which of the following methods is essential for regular skill enhancement of service employees?
Which of the following methods is essential for regular skill enhancement of service employees?
What is internal marketing primarily focused on?
What is internal marketing primarily focused on?
What does service recovery refer to?
What does service recovery refer to?
Which term describes the unique benefits a service provides to distinguish itself from competitors?
Which term describes the unique benefits a service provides to distinguish itself from competitors?
What is meant by 'moment of truth' in a service context?
What is meant by 'moment of truth' in a service context?
What factors are considered in demand management?
What factors are considered in demand management?
Why is customer satisfaction important?
Why is customer satisfaction important?
What is the servicescape?
What is the servicescape?
Which of the following best describes service innovation?
Which of the following best describes service innovation?
Why has cleanliness become especially important for businesses since the COVID-19 pandemic?
Why has cleanliness become especially important for businesses since the COVID-19 pandemic?
What is a key aspect of service marketing?
What is a key aspect of service marketing?
Which characteristic of services refers to their inability to be owned or physically possessed?
Which characteristic of services refers to their inability to be owned or physically possessed?
What factors are often used to evaluate service quality?
What factors are often used to evaluate service quality?
Why do businesses in the Philippines create loyalty programs?
Why do businesses in the Philippines create loyalty programs?
What do younger Filipino consumers generally prefer in brands?
What do younger Filipino consumers generally prefer in brands?
In the context of services, what does inseparability mean?
In the context of services, what does inseparability mean?
How can businesses effectively attract customers who value sustainability?
How can businesses effectively attract customers who value sustainability?
Flashcards
Services Marketing Definition
Services Marketing Definition
Marketing of intangible services, different from selling physical goods. The focus is on delivering valuable experiences.
Servicescape
Servicescape
The physical environment where service encounters happen.
Impact of Servicescape
Impact of Servicescape
Physical environment affects customer perception, behavior, and satisfaction.
Ambient Conditions
Ambient Conditions
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Spatial Layout
Spatial Layout
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Signs, Symbols, and Artifacts
Signs, Symbols, and Artifacts
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Customer Experience
Customer Experience
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Service Touchpoints
Service Touchpoints
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Service Quality Dimensions
Service Quality Dimensions
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Service Blueprinting
Service Blueprinting
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Employee Empowerment
Employee Empowerment
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Service-Profit Chain
Service-Profit Chain
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7Ps of Services Marketing
7Ps of Services Marketing
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Tangible Elements in Services
Tangible Elements in Services
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Frontline Staff Impact
Frontline Staff Impact
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Service Delivery Process
Service Delivery Process
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Service Failure
Service Failure
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Service Recovery
Service Recovery
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Compensation (Service Recovery)
Compensation (Service Recovery)
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Empathy (Service Recovery)
Empathy (Service Recovery)
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Follow-Up (Service Recovery)
Follow-Up (Service Recovery)
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Service Recovery Paradox
Service Recovery Paradox
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Filipino Customer Service Expectations
Filipino Customer Service Expectations
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Social Media Engagement (Services)
Social Media Engagement (Services)
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Service Marketing
Service Marketing
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Cleanliness & Safety
Cleanliness & Safety
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Sustainable Practices
Sustainable Practices
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Loyalty Programs
Loyalty Programs
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Service Quality
Service Quality
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Intangibility
Intangibility
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Inseparability
Inseparability
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Filipino Consumer Values
Filipino Consumer Values
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Perishability of Services
Perishability of Services
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Service Variability
Service Variability
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Service Encounter
Service Encounter
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Brand Loyalty
Brand Loyalty
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Relationship Marketing
Relationship Marketing
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Customer Experience
Customer Experience
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Service Blueprinting
Service Blueprinting
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Service Differentiation
Service Differentiation
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Internal Marketing
Internal Marketing
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Service Failure
Service Failure
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Service Recovery
Service Recovery
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Customer Satisfaction
Customer Satisfaction
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Moment of Truth
Moment of Truth
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Value Proposition
Value Proposition
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Customer Retention
Customer Retention
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Demand Management
Demand Management
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Study Notes
Services Marketing Concepts
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Services Marketing: Focuses on intangible services, unlike physical goods. Key is delivering valuable experiences.
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Goods vs. Services Differences:
- Intangibility: Services cannot be touched or stored.
- Inseparability: Production and consumption are simultaneous.
- Variability: Quality varies depending on service encounter.
- Perishability: Services cannot be stored.
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Importance of Services Marketing: Dominates modern economies (tourism, healthcare, education), emphasizes customer satisfaction and loyalty.
Service Marketing Mix (7Ps)
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Traditional 4Ps (for Products):
- Product: Intangible service offered (healthcare, transportation).
- Price: Strategies for pricing services (e.g., demand-based).
- Place: Distribution channels (online services).
- Promotion: Communication to attract customers (advertising).
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Extended 3Ps (for Services):
- People: Employees and customers involved in delivery.
- Process: Flow of service delivery activities (service blueprinting).
- Physical Evidence: Tangible elements customers use to evaluate (facility design).
Designing the Service Setting (Service Environment)
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Importance of Service Environments: Physical surroundings influencing customer behavior, perceptions, and satisfaction.
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Components of the Servicescape:
- Ambient Conditions: Lighting, music, scent, etc.
- Spatial Layout: Arrangement of equipment, etc.
- Signs/Symbols/Artifacts: Visual cues communicating the service.
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Role of Atmospherics: Creating emotional connections; how design reduces anxiety (e.g., waiting rooms).
Customer Experience and Service Quality
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Customer Experience: Total interaction with a service provider (before, during, and after).
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Service Quality Dimensions (SERVQUAL):
- Reliability: Dependable and accurate performance.
- Assurance: Employees' knowledge, courtesy, and trustworthiness.
- Tangibles: Appearance of facilities, equipment, and personnel.
- Empathy: Caring, personalized attention.
- Responsiveness: Prompt service, willingness to help.
Managing Service Employees (The People Factor)
- Role of Frontline Employees: Direct impact on customer satisfaction and perception of service quality. Crucial for building loyalty.
Service Failure and Recovery
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Understanding Service Failure: Breakdown in service delivery causing customer dissatisfaction (delays, miscommunication).
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Importance of Effective Service Recovery: Well-handled recovery can transform a dissatisfied customer into a loyal one.
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Types of Service Recovery:
- Compensation: Offering discounts, refunds, or upgrades.
- Empathy: Demonstrating understanding and care.
- Follow-Up: Checking in with the customer after resolving issue.
Building Customer Loyalty Through Service Quality and Managing Service Personnel
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Customer Loyalty: Consistent service quality fosters long-term relationships with customers.
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Loyalty Programs use rewards and exclusive offers to retain customers.
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Key Drivers of Customer Loyalty:
- Trust: Reliable and consistent service.
- Emotional Connection: Personalized, memorable experiences.
- Engagement: Feedback-driven and customer inclusion in the process.
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Strategies for Managing Service Personnel:
- Training/Development: Regular training on service skills.
- Employee Empowerment: Giving authority to make decisions.
- Motivation Techniques: Recognition, positive work environment.
Filipino-Specific Considerations in Services Marketing
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Adapting to Customer Service Expectations: Filipinop customers value warmth, respect, personalized service, and a "family-like" approach.
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Leveraging Social Media: Using platforms like Facebook and Instagram for engagement and promotions.
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Effective Recovery Strategies: Recognizing Filipino cultural forgiveness and demonstrating care; prompt apologies.
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Building Community Connections: Leveraging the strong community ties in the Philippines.
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Flexible Payment and Service Options: Offering options tailored to different customer segments.
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Localized Digital Marketing/SEO: Tailoring strategies to appeal to Filipino customers.
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OFW Family Considerations: Understanding the needs of overseas Filipino workers.
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Managing Service Demand: Anticipating demand peaks during holidays and planning accordingly.
Concepts Related to Services Marketing
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Service Environment (Servicescape): Key physical environment where service transactions occur; effects customer perceptions.
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Service Quality: Measuring how service delivered meets/exceeds customer expectations.
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Service Differentiation: Creating unique features to make a service stand out from competitors.
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Demand Management: Aligning service capacity with customer demand.
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Description
This quiz covers the fundamental concepts of services marketing, focusing on its unique characteristics compared to physical goods. It discusses the importance of services in modern economies and introduces the service marketing mix, including the traditional 4Ps and extended 3Ps. Test your understanding of how to effectively market services and enhance customer satisfaction.
