Services Marketing Practice Flashcards

Comprehensive vocabulary flashcards covering key concepts from service marketing, including pricing strategies, service quality models, and customer behavior.

Service Blueprint

A tool primarily used for visualizing and analyzing how the service process is constructed.

Poka-yoke

A term derived from Japanese words meaning 'inadvertent errors' and 'to prevent.'

Objective-and-Task Method

A method of budgeting that involves defining communications objectives, determining tasks, and estimating costs.

Service Process Episode

A documentation that provides a clear step-by-step recording of the service experience.

Value-based Pricing

A pricing method where customers compare relative net values; the greater the positive difference between perceived benefits and perceived costs, the greater the net value.

Price Ceiling

In services marketing, value-based pricing is considered the upper limit or ceiling for what can be charged.

Branded House

A branding strategy where the same brand name is used for all services offered by a company.

Service-focused Strategy

A focus strategy where a firm offers a largely standardized product to a broad customer base.

Confirmation

A state in customer satisfaction occurs when service performance matches the customer's expectations.

Supplementary Services

Additional services that enhance the core offering of a service firm.

Organization and Client Conflict

A front-line service role challenge caused by failing to balance operational efficiency demands with customer satisfaction demands.

Servicescape Model Categories

Internal customer and employee responses categorized into cognitive, emotional, and physiological responses.

Signs, Symbols, and Artifacts

Elements in a service environment used to communicate a firm's image, guide customers, and convey the service script.

Operations Function

The function responsible for creating and delivering specified services to target customers while adhering to quality standards and productivity goals.

Gap 6 (Gaps Model)

The service quality gap representing the difference between customer expectations and customer perceptions.

Outcome Justice

A form of justice where a customer receives a specific benefit or compensation, such as an upgrade, following a service error.

Wheel of Loyalty Phase 1

The first step in the loyalty process, which involves targeting and tiering the right customers.

Relationship Marketing

Marketing with the primary goal of creating ongoing, value-added relationships with customers.

Corporate Design

Elements such as signage, interior décor, vehicles, and uniforms that achieve a unified and distinctive visual appearance for a service firm.

Mental Impalpability

A challenge of service intangibility where complex or novel services are difficult for consumers to visualize or understand.

Optimal Capacity

A service context state where demand and supply are well-balanced.

Russell's Model of Affect

A model describing emotional responses to environments using two dimensions: Pleasure and Arousal.

The Thief (Jaycustomer)

A type of jaycustomer who has no intention of paying and sets out to steal goods or services.

Cycle of Failure

A cycle involving low pay, high employee turnover, and low service quality, often prioritizing rules over service.

Cycle of Success

A cycle for firms that results in happier employees, more loyal customers, and higher profit margins.

Search Attributes

Tangible characteristics of a service, such as location or price, that a customer can evaluate prior to purchase.

Experience Attributes

Characteristics of a service that can only be evaluated during or after consumption, such as the taste of a meal.

Credence Attributes

Service characteristics that are difficult for customers to evaluate even after consumption, such as surgery or expert legal advice.

Service Recovery Paradox

The phenomenon where customers who have a service failure satisfactorily resolved become more loyal than those who never experienced a problem.

Servuction System

A model illustrating the service experience, including visible elements like contact personnel and the inanimate environment, and the invisible technical core.