Marketing ch.11

characsterics of services categories

intangible

inseparable

variable

perishable

intangible for characteristics of services is

quality evaluation

things included in quality evaluation of intangible characteristics of services

experience

credence

experience quality in quality evaluation of intangible characteristics of services

have to experience first before saying this is a good service or not

credence quality in quality evaluation of intangible characteristics of services

a service that customers find difficult or impossible to evaluate even after the service has been performed

marketing tactics for intangible characteristics of services

convey benifits

promotion

convey benefits in marketing tactics in intangible characteristics of services

cues/atmosphere

cues/atmosphere in convey benefits in marketing tactics

the atmosphere and visible clues help customers decide whether a service is good, even before they experience it

promotion in marketing tactics in intangible characteristics of services

symbols/images

inseparable in characteristics of services include

Production and consumption simultaneous 

Production and consumption simultaneous in inseparable in characteristics of services

employee dependence

marketing tactics in inseparable in characteristics of services

guarentees and warrenties

variable in characteristics of services

service delivery is inconsistent

marketing tactics in variable in characteristics of services

Voice of customer programs 

Standarization 

Training employees 

Micromarketing: customized experience for customer 

Machines 

perishable in characteristics of services is it

Cannot be stored, warehoused, or inventoried 

marketing tactics in perishable in characteristics of services

Match supply and demand: economic disincentive

service profit chain model research shows

some companies in service industries makes there employees happy which makes customers happy

the gasp model of service quality includes

1. knowledge gap

2. policy gap

3. delivery gap

4. communication gap

5. customer gap

the gasp model of service quality is

customer expectations not being met

knowledge gap in the gasp model of service quality

customer expectations vs firms perception of customers expectations

marketers close gap by using research in knowledge gap by

Knowledge and experience 

Type of service 

Situation

policy gap in gasp model of service quality

Firms perception of customer expectations vs service policies and employees standards 

internal

marketers close gap in policy gap by

training employees

executives commit to service quality

internal in policy gap is

not what is being communicated to the customer

delivery gap in the gasp model of service quality

Experience specifications vs actual service/results 

Experience specifications in delivery gap is

expectations of employees

actual service/results in delivery gap is

employees not doing what there supposed to do

marketers close gap in delivery gap by

employee empowerment

provide emotional and instrumental support

technology investment

employee empowerment in delivery gap

how much power do front line employees have to actually help out a customer

communication gap in the gasp model of service quality

service provided vs service promised

external

marketers close gap in communication gap by

Managing expectations - promise only what you can deliver 

customer gap in the gasp model of service quality

customer expectation vs the perception of customer experience

gap here means different gap somewhere else

symptom of problem for customer expectation vs perception of customer experience iis

customer expectations of service not in alignment with how service actually went

service quality dimensions are

reliability

responsiveness

assurance

empathy

tangibles

reliability in service quality dimensions are

dependable and accurate

respoviness in service quality dimensions is

prompt style

prompt style in respovines in service quality dimensions is

when ask for something does service provider actually get back to you

empathy in service quality dimensions

caring and attentive

tangibles in service quality dimensions

 facilities, equipment, etc

complaint process includes

Listening to the customer 

Acknowledge the customers feelings 

Finding a fair solution

Agree on solution and communicate resolution 

Follow-up *if necessary 

Record the complaint and resolution

finding a fair solution in customer complaint process

disruptive

procedural

disruptive in finding a fair solution is

what your getting vs what you gave up

procedural in finding a fair solution is

process you have to go through to get service fixed