Integrated Service Marketing Communications and Service Process Design

These flashcards cover key concepts from Integrated Service Marketing Communications and Service Process Design, essential for understanding and preparing for examinations in marketing and operations management.

What are the three broad target audiences in service communications strategy?

1. Prospects 2. Current Customers 3. Employees

What are strategic service communication objectives?

Includes building a service brand, persuading target customers, maintaining contact with existing customers, and convincing about the firm’s overall superior performance.

List the four key elements of Emotional Intelligence in service process design.

1. Start Strong 2. Build on improving trend 3. Create a peak 4. Finish Strong

What is the AIDA model in service communication?

Awareness, Interest, Desire, and Action – stages used in shaping customer perceptions.

Define 'Poka-yoke' in service processes.

A fail-safe method to prevent errors in service processes.

How can companies communicate service quality?

Through tangible cues such as equipment quality, employee qualifications, and service delivery actions.

What is the first step in designing or analyzing a service process?

Documenting or describing the existing process.

Describe the function of flowcharting in service process design.

Flowcharting describes the nature and sequence of different steps involved when a customer flows through the service process.

What are the implications of 'Excess Capacity' in service management?

Demand is below the optimum capacity leading to potential revenue loss.

What is the importance of 'Integrated Marketing Communications'?

It ties together all communication activities to deliver a consistent brand message.

Identify one advantage and one disadvantage of Self-Service Technologies (SST).

Advantage: Greater Convenience. Disadvantage: User or Customer Error.

What is the purpose of service blueprints in service process design?

To specify in detail how a service process is constructed and map customer and employee interactions.