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In the context of services, what is the term used to describe the physical environment in which a service is delivered?
In the context of services, what is the term used to describe the physical environment in which a service is delivered?
What is the primary goal of a company's process in terms of customer experience?
What is the primary goal of a company's process in terms of customer experience?
What is the term used to describe the total product or service experience?
What is the term used to describe the total product or service experience?
What is the main purpose of creating a customer journey map?
What is the main purpose of creating a customer journey map?
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What is the term used to describe the deliberate use of music, scent, and lighting to influence customers' perceptions?
What is the term used to describe the deliberate use of music, scent, and lighting to influence customers' perceptions?
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What is the primary benefit of digital technology in the service process?
What is the primary benefit of digital technology in the service process?
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What is the term used to describe the individual interactions between a customer and a company or its staff?
What is the term used to describe the individual interactions between a customer and a company or its staff?
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What is the primary characteristic that distinguishes a service from a good?
What is the primary characteristic that distinguishes a service from a good?
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Which of the following is a characteristic of services that implies a shared responsibility between the customer and service provider?
Which of the following is a characteristic of services that implies a shared responsibility between the customer and service provider?
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What is a key aspect of service development in terms of the bundle of services offered?
What is a key aspect of service development in terms of the bundle of services offered?
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What is a common pricing strategy for services?
What is a common pricing strategy for services?
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Why do service marketers face difficulties in balancing supply and demand?
Why do service marketers face difficulties in balancing supply and demand?
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What can be used to reduce feelings of uncertainty among consumers when purchasing a service?
What can be used to reduce feelings of uncertainty among consumers when purchasing a service?
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What is a promotional tactic used to make services more tangible?
What is a promotional tactic used to make services more tangible?
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What is a key aspect of distribution channels for services?
What is a key aspect of distribution channels for services?
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What is the result of the application of human and/or mechanical efforts to people or objects?
What is the result of the application of human and/or mechanical efforts to people or objects?
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What is the term for the level of interaction between the service provider and customer needed to deliver the service?
What is the term for the level of interaction between the service provider and customer needed to deliver the service?
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What is co-creation in the context of services?
What is co-creation in the context of services?
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What is the term for the inability of unused service capacity to be stored for future use?
What is the term for the inability of unused service capacity to be stored for future use?
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What is the term for the 'human' aspect of products, services, or experiences?
What is the term for the 'human' aspect of products, services, or experiences?
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What is the term for the tangible and intangible clues the customer may observe during a service experience?
What is the term for the tangible and intangible clues the customer may observe during a service experience?
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What is the primary goal of restricting demand as a pricing strategy?
What is the primary goal of restricting demand as a pricing strategy?
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Which of the following is a key strategy to overcome heterogeneity in service delivery?
Which of the following is a key strategy to overcome heterogeneity in service delivery?
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What is the primary benefit of offering cheaper movie tickets on Tuesdays?
What is the primary benefit of offering cheaper movie tickets on Tuesdays?
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What is the primary challenge of maintaining a consistent quality of service delivery?
What is the primary challenge of maintaining a consistent quality of service delivery?
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Which of the following is a characteristic of equipment-based services?
Which of the following is a characteristic of equipment-based services?
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What is the primary goal of yield management in service development?
What is the primary goal of yield management in service development?
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What is the primary benefit of implementing a reservation system?
What is the primary benefit of implementing a reservation system?
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Which of the following is a key strategy to overcome heterogeneity in service delivery?
Which of the following is a key strategy to overcome heterogeneity in service delivery?
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What is the primary benefit of investing heavily in staff training?
What is the primary benefit of investing heavily in staff training?
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Study Notes
Servicescape
- Atmospherics: creating a compelling and engaging atmosphere to communicate a company's image using music, scent, and lighting to influence customer perception
- Important for validation of the quality of services or experiences and positioning
Processes
- Flow and progress of customers when engaging with a product or company should exceed expectations (functional and customer service)
- Queuing, impartial control of waiting times, sensitivity, privacy, and confidentiality of customer interactions are crucial
- Digital technology can enhance the service process, making it faster, cheaper, or more efficient
Customer Experience
- Customer journey: the total product/service experience, a visual tool to understand customer interactions
- Touch points: opportunities for customers to form opinions and attitudes about a company's products or services
- Managers plan the total customer experience around these touch points
Marketing Mix for Services
- Development: services are offered as a bundle (core and supplementary service), standardized package, or 'tangibilizing' tangible components
- Pricing: based on variables like performance, time, demand, and quality
- Distribution: short and direct marketing channels, changing high-contact services to low-contact ones
- Promotion: tangible cues, brand names, logos, visualizing, associating, physical representation, and documentation
Expanded Marketing Mix (8Ps)
- People: actors involved in the process, also known as participants (human aspect)
- Physical Evidence: tangible and intangible clues observed by customers (e.g., servicescape)
- Processes: flow and progress of customers when engaging with a product or company
- Partnerships: collaborations between companies to enhance the customer experience
Co-creation
- Occurs when customers take an active role in the experience, driving it according to their preferences or values
- No experience exists without customer participation in planned processes
Personnel
- Employees are the 'face of the company,' enhancing the customer's overall impression
- Staff training and customer interaction are crucial for customer satisfaction
- Aesthetic/emotional labor is important for customer experiences
Customer-to-Customer (C2C) Interaction
- Services are consumed in the presence of other customers, influencing the evaluation of the service
- Minimizing negative interactions is key, using positioning, layout, staff training, and establishing minimum standards
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Description
This quiz covers the importance of servicescape and atmospherics in services marketing, including the impact of physical environment and sensory aspects on customer perception.
