Podcast
Questions and Answers
What is a reason ski areas offer less expensive tickets at night?
What is a reason ski areas offer less expensive tickets at night?
- To appeal to more affluent customers
- To manage inventory effectively
- To stimulate demand during off-peak times (correct)
- To increase the overall ticket sales
What is the Knowledge Gap primarily concerned with?
What is the Knowledge Gap primarily concerned with?
- Evaluating service quality
- Knowing what customers want (correct)
- Understanding marketing research methods
- Setting service standards
Which factor is NOT mentioned as influencing customer expectations?
Which factor is NOT mentioned as influencing customer expectations?
- Knowledge
- Experience
- Type of service
- Pricing strategy (correct)
What is the Zone of Tolerance related to in service quality assessment?
What is the Zone of Tolerance related to in service quality assessment?
How can service providers achieve their service goals effectively?
How can service providers achieve their service goals effectively?
What separates Lou’s Local Diner from its primary competitor based on performance?
What separates Lou’s Local Diner from its primary competitor based on performance?
What is the primary focus when managing customer expectations?
What is the primary focus when managing customer expectations?
Which of the following practices is essential for a successful service recovery?
Which of the following practices is essential for a successful service recovery?
What contributes to distributive fairness in service recovery?
What contributes to distributive fairness in service recovery?
Why is it important to resolve service failures quickly?
Why is it important to resolve service failures quickly?
What is a common emotional response customers have toward service failures?
What is a common emotional response customers have toward service failures?
Which approach can help in providing a fair solution during service recovery?
Which approach can help in providing a fair solution during service recovery?
What is a potential benefit of giving a free dessert after a service failure in a restaurant?
What is a potential benefit of giving a free dessert after a service failure in a restaurant?
What aspect of service recovery can lead to increased customer satisfaction?
What aspect of service recovery can lead to increased customer satisfaction?
What is a key characteristic of services compared to products?
What is a key characteristic of services compared to products?
Why are developed economies increasingly service-oriented?
Why are developed economies increasingly service-oriented?
What factor is essential in conveying the value of services to customers?
What factor is essential in conveying the value of services to customers?
Which of the following is a reason why high value is placed on services in developed economies?
Which of the following is a reason why high value is placed on services in developed economies?
What role do images play in service marketing?
What role do images play in service marketing?
What is the primary concern when marketing services?
What is the primary concern when marketing services?
What is one key difference between marketing services and marketing products?
What is one key difference between marketing services and marketing products?
Which gap in the Gaps model focuses on the difference between consumer expectations and management perceptions of those expectations?
Which gap in the Gaps model focuses on the difference between consumer expectations and management perceptions of those expectations?
What strategy can firms implement to help employees provide better service?
What strategy can firms implement to help employees provide better service?
Which issue reflects the inconsistency characteristic of services?
Which issue reflects the inconsistency characteristic of services?
What is a common service recovery strategy for handling customer complaints?
What is a common service recovery strategy for handling customer complaints?
What is the effect of intangibility on service marketing?
What is the effect of intangibility on service marketing?
Which statement best describes inseparability in service delivery?
Which statement best describes inseparability in service delivery?
How does the Gaps model help businesses?
How does the Gaps model help businesses?
Which factor does NOT contribute to the inventory challenges faced by service firms?
Which factor does NOT contribute to the inventory challenges faced by service firms?
How can a service-based business like Cowbell Brewing Co contribute to its community?
How can a service-based business like Cowbell Brewing Co contribute to its community?
Study Notes
The Service-Product Continuum
- Services are intangible, inseparable, inconsistent, and perishable.
- Most products and services lie somewhere in the middle of a continuum.
Economic Importance of Service
- Developed economies are increasingly service-oriented economies.
- In developed economies, high value is placed on convenience and leisure.
- Production was cheaper in other countries.
Services Marketing Differs From Product Marketing
-
Intangibility: Services are intangible, which means they cannot be touched, tasted or seen.
- Requires using cues to aid customers.
- Atmosphere is important to convey value.
- Images are used to convey the benefit of value.
-
Inseparability: Production and consumption of services are simultaneous.
- Little opportunity to test a service before use.
- Lower risk by offering guarantees or warranties.
-
Inconsistency: Services vary depending on the provider.
- Training and standardization can reduce inconsistency.
- Customized services are designed to meet specific needs.
- Bundled packages can be used to reduce inconsistency.
- Replace people with machines.
- Self-service technology can help standardize services.
-
Perishability: Services cannot be stored or inventoried.
- Offers such as discounted tickets are used to increase demand and reduce perishable goods.
- Service providers face challenges in managing fluctuations in demand.
The Gaps Model
- Marketing research is used to understand customers.
- The knowledge gap is the difference between customer expectations and the company's perception of those expectations.
- Understanding customer expectations is based on knowledge and experience.
- Expectations vary according to the type of service and the situation.
- Evaluating service quality involves assessing customer perceptions versus the expected level of service.
- The standards gap occurs when a company does not set up the correct systems to deliver the promised service.
- The communication gap arises when the management does not properly communicate the service provided.
- Service recovery strategies can be used to resolve problems.
Service Recovery Strategies
- Service recovery involves listening to the customer, finding a fair solution, and resolving problems quickly.
- When customers are dissatisfied, they want to be heard and feel like they are being treated fairly.
- It is important to resolve problems quickly to minimize customer irritation.
Ways to Reduce Variability
- Internet-enabled kiosks can provide customers with self-service options, reducing variability.
- Self-check-out machines also reduce variability and save labour costs.
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Description
Explore the crucial aspects of services marketing, including the unique characteristics that distinguish it from product marketing. Understand the service-product continuum and the economic significance of services in developed economies. This quiz evaluates your knowledge on intangibility, inseparability, and inconsistency in service delivery.
