Ch. 13 - the intangible product

What are the four fundamental factors involved in services?

Intangible

Inseparable

Heterogeneous

Perishable

What are the 7 Ps in service?

Product

Price

Place

Promotion

Presentation

Personnel

Processes

Service Gap

delivery of service fails to meet expectations of the consumer

What is the Service Gaps Model

A model designed to encourage systematic examination of all aspects of the service delivery process and prescribe steps needed to develop optimal service strategy

What are the 4 gaps? Define them

Knowledge - difference btwn customer expect. and firm’s perception of those expectations

Standards - difference btwn firm’s perception of customer expectation and the service standards it sets

Delivery - difference btwn firm’s service standards and the actual service it provides to customers

Communication - difference btwn the actual service provided and the service that the firm’s promotion program promises

Service quality 

customers’ perception of how well a service meets or exceeds their expectations

What are the 5 dimensions of service quality?

Reliability

Responsiveness

Assurance

Empathy

Tangibles

Voice-Of-Customer Program

collects customer inputs and integrates them into managerial decisions

Zone of tolerance

area btwn customers’ expectations regarding their desired service and the minimum level of acceptable service

Distributive Fairness

customer’s perception of the benefits they received compared with the costs (inconvenience or loss)

Procedural fairness

perceived fairness of the process used to resolve complaints