8. Managing Innovation in Services Flashcards
1
Q
service quality components
A
environmental quality
brand + corporate image quality
organizational quality
economical quality
technical quality
relational + communication quality
2
Q
service encounters (moments of truth)
A
encounters where customers form or change their impression of the firm
3
Q
opportunities in service encounters
A
build trust
reinforce quality
build brand identity
increase loyalty
4
Q
new service development process
A
divergent phase:
- business opportunity
- idea generation
convergent phase:
- idea screening
- concept development + testing
- business analysis
- development
- testing
- commercialization
5
Q
features of services
A
intangibility
heterogeneity (service depends on the service provider)
inseparability
perishability
6
Q
things to consider when designing a new service
A
offering
funding mechanism
employee management system
customer management system
7
Q
examples of funding mechanisms
A
starbucks:
- customers linger in coffeehouse
- charge more for coffee
commerce bank
- open late + weekends
- lower interest rates
