5. Developing service products Flashcards
Global consumers
Globalisation reduces homogeneity of consumer behaviours.
Cultural and personal values influence perception
Building on culture, personal values and the service quality literature research show that both cultural values and personal values influence consumers’ perceived service quality.
Expectations of the services vary among cultures.
Waiting in lines
The waiting period before the service starts feels longer to customers than waiting while the service is in process
Uncertain waits
Uncertain waits are longer than known, finite waits
Unexplained waits
Unexplained waits are longer than explained waits
Unfair waits
Unfair waits are longer than equitable waits
Service levels
> Desired service levels
Adequate Service Level
Predicted Service Level
Zone of Tolerance
Giving promises
Is not always good to give people promises as expectations will be rising and if not met can be very damaging to the brand’s image and reputation.
Promises can be manufactured
Technical quality
The meat at the restaurant was excellent. Technical quality refers to what is delivered
Functional quality
The service was terrible - the customer had to wait for long hours. Functional refers to how it was delivered
Moments of truth
Moment of truth in marketing, is the moment when a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service.
This term communicates the importance of effectively managing service touch points.
Dimensions of the moment of truth
> Zero Moment of Truth (ZMOT)
First Moment of Truth (FMOT)
Second Moment of Truth (SMOT)
Ultimate Moment of Truth (UMOT)
Relationship sequences
Relations are built-in sequences (multiple blocks of interactions)
The shape of the quality function
Was thought that service experience moves in a linear way, however, after reaching the ‘normal’ phase the increase (IOR) is much smaller.
Being in the ‘normal’ ‘expected’ phase is very dangerous, if something happens it can cause a lot of damage to the service quality perception.
