Chapter 13

Communication gap

Type of service gap; refers to the difference between the actual service provided to customers and the service that the firm’s promotion program promises

Customer service

Human or mechanical activities firms undertake to help satisfy their customers needs and wants

delivery gap

Type of service gap; The difference between the firm’s serviced standards and the actual service it provides to customers

distributive fairness

Customer’s perception of the benefits they received compared with the cost that resulted from a service failure.

emotional support

Concern for other well-being and support of their decisions in a job setting

empowerment

Allowing employees to make decisions about how service is provided to customers.

heterogeneity

The differences between the marketing of products and services, the delivery of services is more variable

inseparable

A characteristic of service: it is produced and consumed at the same time; that is, service and consumption are inseparable

instrumental support

Providing the equipment or systems needed to perform a task in a job setting

intangible

Characteristic of a service meaning it cannot be touch or seen

knowledge gap

Type of service gap; reflects the difference between customers’ expectations and the firm’s perception of those expectations

perishable

A characteristic of service meaning that it cannot be stored for future use.

procedural fairness

Refers to customer’s perception of the fairness of the process used to resolve complaints about service

service

Any intangible offering that involves a performance that cannot be physically possessed; intangible customer benefits produced by people that cannot be separated from the producer

service gap

When a service fails to meet the expectations that customers have about how it should be delivered.

Service Gaps Model

A tool designed to encourage the systematic examination of all aspects of the service process and prescribe the steps needed to develop an optimal service strat.

Service quality

Customers perceptions of how well a service meets or exceeds their expectations

standards gap

Type of service gap; it pertains to the difference between the firm’s perceptions of customers’ expectations and the service standards it sets

voice-of-customer program

Ongoing marketing research system that collects customer inputs and integrates them into managerial decisions

zone of tolerance

Area between customer expectations regarding their desired service and the minimum level of acceptable service. Meaning the differences between what the customer really wants and what he will accept before going elsewhere.