Week 11

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Questions and Answers

What is the term used to describe the physical environment in which a service is delivered?

Customer Experience

Servicescape (correct)

Touch Points

Atmospherics

Which of the following is NOT a consideration in managing the service process?

Queuing and waiting times

The colour of the company's logo (correct)

Digital technology integration

Sensitivity and privacy of customer interactions

What is the primary goal of mapping the customer experience?

To plan the total customer experience (correct)

To measure employee performance

To understand customer attitudes and opinions

To identify areas for cost reduction

What is the term used to describe the use of music, scent, and lighting to influence customer perceptions?

Atmospherics Signup and view all the answers

What is the primary focus of process efficiency in a service context?

Making the service process faster, cheaper, or more efficient Signup and view all the answers

What is the term used to describe the visual representation of a customer's experience?

Customer Journey Signup and view all the answers

What is the primary focus of employee training in a service context?

Developing aesthetic labour skills Signup and view all the answers

What is a key characteristic of a service?

It is an intangible experience that is produced and consumed at the same time Signup and view all the answers

What is implied by the inseparability of production and consumption in services?

That customers must be present during the production of the service Signup and view all the answers

What is a challenge that service marketers face due to the perishability of services?

Balancing supply and demand Signup and view all the answers

How can service marketers balance supply and demand?

By stimulating demand during off-peak periods Signup and view all the answers

What is a benefit of the inseparability of production and consumption in services?

The ability to customize the service for each customer Signup and view all the answers

What is a implication of the inseparability of production and consumption in services?

The need for direct sale only channels Signup and view all the answers

What is a key difference between products and services?

Products are tangible, while services are intangible Signup and view all the answers

What is the primary goal of 'tangibilising' the tangible component of services?

To make the intangible service more tangible and concrete Signup and view all the answers

What is the term used to describe the human aspect of products, services, or experiences?

Participants Signup and view all the answers

What is the term used to describe the customer's active role in the experience, driving the experience according to their own preferences or values?

Co-creation Signup and view all the answers

What is the term used to describe the physical and intangible clues that customers may observe?

Physical evidence Signup and view all the answers

What is the primary goal of staff training in a functional work environment?

To enhance the customer's overall impression of the company Signup and view all the answers

What is the term used to describe the emotional labour involved in customer service interactions?

Aesthetic labour Signup and view all the answers

What is the primary goal of empowering staff to monitor customer-to-customer interactions?

To minimise negative interactions Signup and view all the answers

Why is it difficult for service providers to maintain a consistent quality of service delivery?

Because of the nature of human behaviour Signup and view all the answers

Which of the following can help increase consistency and reliability in service delivery?

Employee training and establishing standard procedures Signup and view all the answers

What is a key strategy to overcome heterogeneity in services?

Developing a service delivery system or automating Signup and view all the answers

Which type of services typically has a higher degree of heterogeneity?

People-based services Signup and view all the answers

What is an example of flexible pricing?

Cheaper movie tickets on Tuesdays Signup and view all the answers

Why do service providers use yield management?

To restrict demand Signup and view all the answers

What is a key benefit of investing heavily in staff training?

Increased customer satisfaction Signup and view all the answers

What is a strategy to overcome heterogeneity in services?

Manage customer expectations Signup and view all the answers

What is an example of a special product offering?

All of the above Signup and view all the answers

Study Notes

The Servicescape

The servicescape refers to the physical environment in which a service is delivered, including buildings, grounds, and other physical assets.
Atmospherics are used to create an engaging atmosphere that communicates a company's image, using techniques such as music, scent, and lighting.

Processes

The service process should result in performance that exceeds customer expectations, including functional and customer service expectations.
Queuing is important, and impartial control of waiting times is essential.
Digital technology is used to make the service process faster, cheaper, or more efficient.

Mapping the Customer Experience

The customer journey refers to the total product/service experience, and is often visualized as a customer journey map.
Touch points are when and how customers interact with the company or staff members, and each touch point is an opportunity for the customer to form opinions and attitudes about a company's products or services.

Creating Marketing Mixes for Services

Services are offered as a bundle consisting of core service and supplementary service.
Prices are set based on different variables, including the performance of specific tasks, time, and level of demand.
Distribution of services involves short and direct marketing channels, and often involves changing the delivery of services.

The Expanded Marketing Mix

The expanded marketing mix, also known as the 8Ps, includes the traditional 4Ps plus People, Physical Evidence, Processes, and Partnerships.
People refer to the actors involved with the process/experience when it takes place.
Physical Evidence refers to the tangible and intangible clues the customer may observe.

Co-creation and Personnel

Co-creation occurs when the customer takes an active role in the experience and drives the experience according to their own preferences or values.
Personnel, including employees, are the 'face of the company' and can enhance the customer's overall impression of a company.

Customer-to-Customer (C2C) Interaction

Services and experiences are consumed in the presence of other customers, and the evaluation of the service or experience is influenced by the presence of these other customers.

Nature of Services

All products contain both tangible and intangible elements, and services are dominated by the intangible elements.
A service is the result of the application of human and/or mechanical efforts to people or objects.

Characteristics of Services

Inseparability of Production and Consumption: Production of a service cannot be separated from its consumption by customers.
Perishability: The inability of unused service capacity to be stored for future use.
Heterogeneity: Variation in quality, which can be overcome by developing service delivery systems, managing customer expectations, investing in staff training, and implementing quality control measures.

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Description

This quiz covers the importance of servicescape and atmospherics in Services Marketing, including the impact of physical environment on customer experience and company image.