Midterm Service Marketing

Maintenance contract offered by generic on its HVAC standby home and business generators is an example of

Service

Service Def

are deeds, processes, and performances

Goods def

objects, devices, things

On a recent visit to home depot, a sales associate greeted Maddison when she entered the store, helped her locate the items she needed to repair her gutters and suggested how she could prevent gutter problems in the future. Teh assistance provided by the sales associate illustrates the ___ of service?

Intangibility

The characteristic of a service that refers to differences in what one client experiences versus the experiences of another client is reflective of the importance of ____ in services marketing

Heterogeneity

What is Heterogeneity

inherent variability in service delivery, quality, and customer experience, caused by differences in people, situations, and contexts, meaning no two service encounters are exactly the same

Because of the ____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer

Simultaneous production and consumption

An attorney who charges a client for a missed appointment is taking into account the _____ characteristic of services

Perishability

In addition to the element of the traditional marketing mix, the expanded mix of services includes

people, physical evidence, and processes

According to the process of derived services, the value derived from physical goods is really the service provided by the good, not the good itself

True

To close to the customer gap, the gaps model of service quality suggests that the ____ gaps need to be closed

provider

What are the four provider gaps

Listening, communication, Service design and standards, Service performance gap

Listening gap

Service provider does not know what customers expect.

Communication Gap

The service provider does not match actual service performance to the

promises made.

Service design and standards gap

The service provider does not have the right service designs and standards

to meet customer expectations

Service performance Gap

service is not delivered as it was designed (according to service standards)

The ____ Gap is the difference between customer expectations and perceptions

Customer

When customers complain to frontline employees choose not to forward the source of complaints to management can cause a widening of

Gap 1 ( the listening gap )

Provider ______ is the discrepancy between the development of customer driven service standards and actual service performance by company employees

Gap 3 The service performance gap

True or False . The source of customer expectations are all controlled by t eh service provider

False

Customer ____ are beliefs about service delivery function as standards against which perfroamcne is judged

expectations

____ service represents the minimum tolerable , the bottom level of performance acceptable to the customer

Adequate

adequate def

satisfactory or acceptable

Teh fluctuation in a customers zone of tolerance is more a function of changes in the ____ which moves redily up and down because of situational circumstances than of the ___ which tends to move upward incrementally because of accumulated experiences

Adequate service level Desired service levels

An important influence in desired service expectations is ___ the customers underlying generic attitude about the meaning of service and the proper conduct of service providers

Personal service philosophy

During the covid 19 pandemic many service institutions chose to institute requirements such as protective mask wearing or proof of vaccination, as a policy to protect their customers and service employees. Informing customers and employees became an example of

Explicit service promises

If customers believe they have multiple service providers to choose from for a [articular service, or if they ca provide the service for themselves their levels of adequate service are ____ those of customers who believe it is not possible to get better service else wear

Higher than

What are customer perceptions

Are customers’ subjective assessments of service experiences.

What is the customer gap

The difference between expectations and perceptions

Adequate service

The minimum level of service the customer will accept.

o Service below this level is unsatisfactory.

What is the zone of tolerance

The extent to which customers recognize and are

willing to accept variation in service performance is

called the zone of tolerance.

o In this range, customers do not particularly notice

service performance

Factors that influence desired service

personal needs, Personal service philosophy, Derived service expectations