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41 Cards in this Set
- Front
- Back
The selected parts of the US service sector generated:
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Over 6 Trillion in 2006 and accounted for 68% of the us GDP
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Service Product
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A service is a change in the condition of a person, or a good belonging to some economic entity, brought about as the result of the activity of some other economic entity, with the approval of the first person or economic entity.
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The united states is both the worlds:
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Premier services exporter and with over 200 billion in annual imports - its premier export destination as well
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Type of service products
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1. simple service
2. composite service 3. service bundle |
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simple service
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a standard service (haircut)
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compositie service
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a product that embodies several distinct services that are produced together
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service bundle
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a product containing a collection of services negotiated between the service provider and the customer
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intangibility
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the characteristics of a service that means customers cant see touch or smell good service
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perishability
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the characteristic of a service that makes it impossible to store for later sale or consumption
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capacity management
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the process by which orgs adjust their offerings in attempts to manage demand
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inseperability
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production and consumption of services cannot be separated, therefore, it is not possible to store services in inventory
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variability
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from the perspective of the customer, the characteristic of a service that means that even the same service performed by the same individual for the same customer can vary
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heterogeneity
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from the perspective of the service provider, the characteristic of a service that means that it is difficult for humans to replicate service quality
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What is offered by service firms (video)
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note that customer service is PART of what is offered by service firms
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disinter mediation can be effective for services because
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a. it is sometimes useful to eliminate people from the service-encounter
b. technology can sometimes provide better service than people c. of service heterogeneity |
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augmented services
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the core service plus additional services provided to enhance value
(offering a warranty for the work, or the ability to pay with a credit card) |
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the service encounter occurs when:
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the customer comes into contact with the org
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the "moment of truth"
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occurs next and is that moment of time within the service encounter when the customer will decide to come away with either a positive or negative impression of the service encounter
the service encounter has both a social contact dimension and a physical dimension (the physical evidence portion of the experience, termed the service scape) |
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servicescape
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the actual physical facility where the service is performed, delivered, and consumed
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service quality is about
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excellence in meeting peoples needs via social interaction
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the path to satisfaction
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exceeding peoples service quality expectations
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exaggerated (unrealistic) customer expectations account for about ....
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75% of the complaints reported by service businesses
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effective service recovery concerns with....
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how to effectively deal with customer complaints
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customer satisfaction
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refers to a consumer's judgment as to how fulfilling an exchange is both cognitively and emotionally
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quality
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involves a comparison to excellence by the customers. Service quality does NOT involve emotions (among other differences)
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qSp
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Quality - satisfaction - purchase intention
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search qualities
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product characteristics that consumers can examine prior to purchase
1. experience qualities 2. credence qualities NOTE: both of these would apply to dental services |
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experience qualities
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product characteristics that consumers can determine during or after consumption
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credence qualities
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product characteristics that are difficult to evaluate even after they have been experienced.
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Service experience blueprint
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NOTE: that the service blueprint makes visual the service delivery process
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The five service quality gaps include
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1.between consumer expectations and mgt perceptions of consumer expectations
2. between mgt perceptions of consumer expectations and the quality standards set by the firm 3. between established quality standards and service delivery 4. between service quality standards and consumer expectations 5. between expected service and perceived service |
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critical incident technique
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a method for measuring service quality in which marketers use customer complaints to identify critical incidents -specific face-to-face contacts between customers and service providers that cause problems and lead to dissatisfaction
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NOTE about gaps
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There is no gap in the model for the difference between employee perceptions of satisfaction and consumers' expectations
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These require a certain amount of emotional intelligence
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responsiveness
assurance empathy |
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Know these five true dimensions of service quality
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1. tangibles
2. reliability 3. responsiveness 4. assurance 5. empathy NOTE courtesy is not one of these |
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The key to effective service recovery is
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an acceptable apology
The three characteristics of a "good" apology are: 1. acknowledgment 2. regret 3. commitment to reform |
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intangibility
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-difficulty for customer to evaluate
-difficult to advertise -difficult to set prices -service process is usually not protect able by patents |
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3 new marketing mix elements
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people
physical evidence process |
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avatar
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a graphic representation of you inside the world (second life)
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People, places, ideas
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Note that all of these are forms of service marketing
Including retailing! |
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4 techniques to increase value as a customer
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coding
routing targeting sharing NOTE resolving is NOT one of these |