Area 3 Flashcards
Revision
What year did Keller define a brand
1993
What was Kellers definition of a brand?
Mental associations which add to the perceived value of a product or service (Emotional, symbolic and cognitive)
Who said that service failure comes from expectations not matching reality?
Patterson et al. 2006
Who said that subjectivity through lived experience causes service failure?
Pine & Gilmore 1999
What does subjectivity through lived experience influence?
Brand perception
Who talks about tech failure as a cause of service failure?
Bitner 2000
Who talks about employee demeanour causing service failure?
Zeithaml et al 2018
Who suggests that you should train employees well to prevent failure?
Bowen and Schneider 1985
Who discusses poor design as a cause for service failure?
Parasuraman et al 1985
What does Parasuraman say that poor design is caused by?
Quality gaps in expectations and perceptions of the SERVQUAL model RREAT (reliability, responsiveness, empathy, assurance, tangibles
Why is service failure essential to prevent
As Fahy and Jober 2022 say: Its 6x more expensive to gain a new customer than to retain
Who talks about online service failures?
Meuter et al 2000
What 4 areas of online service failure are there?
Tech, Process, Poor design, customer-driven
Give an example of PPTC service failure
Process: Prevents the correct service fulfilment
Poor design: Tech design (e.g. complicated interface)
Tech: Prevents customer engagement with service (e.g. internet, slow loading time)
Customer-driven: Customer mistake (e.g. forgetting the password)
The first effect of service failure is brand switching (patronage issue) Who said this?
Fetscherin 2019
The second issue is diminished LTV relationships (Patronage issue) who said this?
Hess Jr 2003
Who highlighted lower repurchasing likelihood as an effect of service failure
Patterson et al 2006
Lefbvre et al 2020 talks about which particular effect of service failure?
Lower brand perception
Which scholar talks about damaged brand loyalty
Hess Jr 2003
If Hess Jr 2003 talks about damaged brand loyalty, what does Hess Jr 2006 talk about?
Eroded and lower-quality customer relationships
Which scholar mentioned the negative emotion of anger?
DeWitt et al 2008
Humiliation was mentioned by?
Varela-Niera et al 2010
And which emotion of all is the worst which is talked about Zeelenberg 1999?
Regret
Why is regret the worst?
It’s a deep and profound proposition which sticks with a person
What 3 triggers are there for brand hate?
Negative experience
Symbolic Incongruity
Ideological incompatibility
What do the 3 triggers of brand hate lead to?
Brand avoidance
Negative WOM
Brand retaliation
There are 2 types of NWOM
Social support seeking and vindictive
Which scholar talked about SOCIAL support seeking?
Singh 1988
Which scholar spoke about vindictive word of mouth?
Bougie et al 2003
What is brand retaliation?
Seeking to damage or hurt the brand
Which scholar spoke about brand retaliation?
Hegner et al 2017
What is a key benefit to great service recovery?
It prevents brand switching and supports customer retention
Which scholar said that it stops brand switching
Andreassen 2000 p.40
What are 6 service failure recoveries?
Apologising, compensation, customer rewards, good management/employee requisites, having courtesy and showing effort
Tell me what the 1st recovery method is and the scholar that talked about it
Apologising (minimum requirement post service failure)
Bitner et al 1990
Tell me what the 2nd recovery method is and the scholar that talked about it
Customer rewards (e.g. vouchers, discounts)
Walster et al 1973 and Hart et al 1990
The 3rd recovery method and the scholar?
Compensation (monetary)
Roschk and Gelbrich 2014
Whats the 4th recovery technique and the scholar for it?
Good management/employee requisite (emotional intelligence to regulate and adapt to emotions)
Schutte et al 2001
Whats the 5th recovery technique and scholar?
Courtesy
Davidow 2000
Whats the 6th recovery method and scholar?
Showing effort (enhances customer loyalty)
Karatepe and Ekiz 2004
Which scholar talks about vulnerability and customer relationship impacts post service-failure?
Hess Jr 2008
Which scholar said that effective service recovery is key for customer relationships?
Buttle and burton 2002
Who says that customers that are emotionally impacted are not as loyal and have negative perceptions?
Patterson et al 2006
Who says that loyalty and repurchase intentions can improve with good service recovery
Patterson et al 2006
