Marketing of Services Flashcards

Flashcards based on lecture notes covering introduction to services, customer expectations, and the gaps model of service quality.

What are Services?

Deeds, processes, and performances offered to customers, which are primarily intangible.

What is a Core Service?

A service that is the primary purpose of the transaction, such as a haircut.

What are Supplementary Services?

Services that are rendered as a corollary to the sale of a tangible product, like home delivery of food.

What is the key difference between Products and Services?

Services are a process or activity and intangible, while products are physical commodities and tangible.

Give some examples of services directed at people's bodies.

Passenger transportation, healthcare, and spa treatments.

Give some examples of services directed at people's tangible possessions.

Courier services, car repairs, and laundry services.

Give some examples of services directed at people’s minds.

Education, entertainment, and psychotherapy.

Give some examples of services directed at intangible assets/possessions.

Advertising, accounting, and legal services.

Give some examples of service industries where the core business is providing a service.

Hotels, airports, and banks.

Give some examples of intangible product offerings that customers value and pay for in the marketplace.

Insurance, music streaming, and payment channels.

Give some examples of memorable service experiences

Disneyland providing a memorable event/experience.

What does Service Dominant Logic suggest about value creation?

Value is co-created in a process requiring the active participation of the producer and the customer.

Give some examples of 'Value in use'.

Supported warranties, advertising, and branding.

What is Services Marketing?

The marketing of services as opposed to tangible products, focusing on promises made and kept.

What does the Service-profit chain suggest?

It leads to customer value and ultimately to profits.

What are the potential benefits of technology in services?

New service offerings, new ways to deliver services, and extended global reach.

What are the three sides of the Services Marketing Triangle?

Interactive marketing, external marketing, and internal marketing.

What are Customer Expectations?

Beliefs about service delivery that serve as standards against which service performance is judged.

What are the Levels of Customer Expectations?

Ideal expectations, normative expectations, experience-based norms, acceptable expectations, and minimum tolerable expectations.

What is the Zone of Tolerance?

A range of service performance that a customer finds acceptable.

What are the five Service Quality Dimensions?

Reliability, Responsiveness, Assurance, Empathy, and Tangibles.

What are the two largest influences on desired service levels?

Personal needs and philosophies about service.

What are the sources of both desired and predicted service expectations?

Explicit service promises, implicit service promises, word-of-mouth communication, and past experience.

What are some ways of delivering excellent service?

Listen well, identify needs, make customers feel appreciated, help them understand technology, appreciate 'yes', apologize sincerely, exceed expectations, gather regular feedback, value customers, and treat staff well.

What is the Service Gap?

The difference between the service customers expect and the service they experience.

What is Gap 1, according to the Gaps Model of Service Quality?

Not knowing what customers want.

What is Gap 2, according to the Gaps Model of Service Quality?

Not selecting the right service quality designs and standards.

What is Gap 3, according to the Gaps Model of Service Quality?

Not delivering to service designs and standards.

What is Gap 4, according to the Gaps Model of Service Quality?

Not matching performance to promise.

What is Gap 5, according to the Gaps Model of Service Quality?

The difference between customer expectations and customer perceptions.

According to the Gap Model of Service Quality, how can customer gap(gap 5) be closed?

Close gaps 1-4.

How can the Knowledge Gap (Gap 1) be closed?

By learning what customers expect through research and increased interaction.

How can the Policy Gap (Gap 2) be closed?

By creating the right service quality standards and setting measurable goals.

How can the Delivery Gap (Gap 3) be closed?

By ensuring performance meets set standards through training and empowerment.

How can the Communication Gap (Gap 4) be closed?

By ensuring the service delivered matches the promises made through realistic advertising.