*Chapter_10_-_Services_Marketing_A2L

A set of flashcards to help comprehend key concepts related to service marketing.

Service Marketing

The marketing of services as opposed to tangible products.

Intangibility

A characteristic of a service meaning it cannot be touched, tasted, or seen; requires cues to aid customers.

Inseparability

The simultaneous production and consumption of a service, with little opportunity to test before use.

Inconsistency

Variability in the quality of service provided due to factors like training and customization.

Service Recovery

Strategies implemented to rectify service failures and satisfy customers.

Knowledge Gap

The gap between what customers expect from a service and what the service provider knows about those expectations.

Standards Gap

The gap that arises when service providers fail to set appropriate standards for service delivery.

Delivery Gap

The gap that occurs when actual service delivered does not meet the expected service.

Communication Gap

The gap that exists when communication about the service is not aligned with the actual service delivery.

Zones of Tolerance

The range of acceptable service performance that customers are willing to tolerate.

Consumer Expectations

Expectations based on customers' past experiences and knowledge about a service.

Service Variability

The differing levels of service quality experienced by customers due to various factors.

Reliability

The ability to perform a service dependably and accurately.

Empathy

The individualized attention provided to customers.

Distributive Fairness

The perceived fairness of the outcome of a service recovery or exchange.

Procedural Fairness

The perceived fairness of the processes involved in service recovery.

Intangibility

Services cannot be touched, tasted, or seen; value is conveyed through cues like atmosphere and images.

Inseparability

Production and consumption occur simultaneously, with little chance for customers to test the service before use.

Inconsistency

Services can vary in quality due to human involvement, necessitating standardization and training for consistency.

Perishability

Services are perishable and cannot be stored for later use, illustrated by examples like discounted tickets at ski resorts during low demand.

Knowledge Gap

The difference between what customers want and what service providers believe they want; requires effective marketing research.

Standards Gap

The discrepancy between customer expectations and service standards set by management; relies on staff training and quality commitment.

Delivery Gap

The difference between set service standards and the actual service delivered; can be closed by empowering employees.

Communication Gap

Mismatch between what is communicated to customers about the service and what is actually delivered; clear communication is key.

Service Quality Dimensions

Reliability, Responsiveness, Assurance, Empathy, and Tangibles are the five key dimensions of service quality.

Service Recovery Strategies

Strategies include listening to customers, resolving problems quickly, and providing fair solutions to maintain trust and loyalty.