MKTG 2080: Principles of Marketing - Services Marketing

Comprehensive vocabulary flashcards covering the core concepts, differentiating characteristics, 7 Ps marketing mix, Service Gaps Model, dimensions of service quality, and service recovery from the Services Marketing lecture.

Services

Intangible offerings that cannot be physically possessed and account for the majority of the GDP of the USA.

Service-Product Continuum

A continuum ranging from service dominant to product dominant that illustrates how most commercial offerings lie in the middle by combining physical goods and service elements.

Intangible

A primary characteristic differentiating services from goods indicating that services cannot be touched, tasted, or seen like a pure physical product.

Inseparable

A service characteristic where production and consumption happen simultaneously in real-time, preventing the service from being returned after delivery.

Heterogeneous

The variable nature of service quality that arises because human involvement leads to differences in how services are performed and experienced across providers and occasions.

Perishable

A characteristic of services describing how they cannot be stored for use in the future, creating challenges and opportunities for matching supply and demand.

Presentation (Services 7 Ps)

An expanded marketing mix element referring to the physical environment that influences consumers' judgments of service quality.

Personnel (Services 7 Ps)

An expanded marketing mix element that focuses on employees in person-to-person transactions, holding greater importance for services than for goods.

Processes (Services 7 Ps)

An expanded marketing mix element describing the specific actions and steps required to deliver the good or service to the customer.

Service Gaps Model

A managerial tool used to evaluate every aspect of the service delivery process and pinpoint steps needed to optimize service strategy across four potential gap areas.

Knowledge Gap

The difference between customer expectations for service quality and the firm's management perceptions of those customer expectations.

Service Quality

Customers' evaluations and perceptions of how effectively a delivered service meets or exceeds their expectations.

Reliability (Service Quality)

The ability of a service provider to perform the promised service dependably and accurately.

Responsiveness (Service Quality)

The willingness of a service provider to help customers and deliver prompt service.

Assurance (Service Quality)

The knowledge and courtesy demonstrated by employees, along with their ability to inspire trust and confidence.

Empathy (Service Quality)

The caring, individualized attention provided to customers by a service organization.

Tangibles (Service Quality)

The physical evidence of a service, including the appearance of physical facilities, equipment, personnel, and communication materials.

Zone of Tolerance

The marketing metric defining the area between customers' expectations for desired service and their minimum acceptable service level before switching to a competitor.

Standards Gap

The difference between management perceptions of customer expectations and the actual service standards and policies the firm establishes.

Delivery Gap

The gap between the firm's established service standards and the actual service delivered to the customer.

Empowering Service Providers

Giving frontline employees the authority, license, and resources to make independent decisions regarding problem resolution and customer service delivery.

Communication Gap

The disparity between the service quality promised through advertising or promotion and the actual service delivered to customers.

Service Recovery

The strategic actions taken by a company following a service breakdown, including listening to the customer, involving them in the solution, and finding a fair resolution.

Distributive Fairness

A customer's perception of the tangible benefits or compensation received relative to the inconvenience, loss, or service failure incurred.

Procedural Fairness

A customer's perception of the fairness, equity, and ease of the policies and processes used to resolve a service failure.