Artikel 2: Marketing services: The Case Of The Missing Product

Question 1

Disconfirmation

Answer 1

Positive: I bought this and it’s better than I thought.
Negative: I bought this and it’s worse than I thought

Question 2

Perceived service quality

Answer 2

Replaces the missing product in a service analysis.
The process as product:
1. Technical quality perception (outcome)
2. Functional quality perception (process)
3. Filtered through the customer’s Image of the firm.

(The customer sees quality of outcome as a prerequisite, so instead you you gain competitive advantage by ensuring the quality of the entire service process. The customer buys a process, not a product.)

Question 3

The two types of service quality.

Answer 3

Technical quality: Quality of outcome

Functional quality: Quality of process

Question 4

The Interactive Part

Answer 4

The part of the service process that interacts directly with the customer.

1. System and operational resources
2. Contact persons
3. Physical resources and equipment

Question 5

The Support Part

Answer 5

The “back office” that provides technical and system support, continuous development, internal marketing etc for the interactive part.

1. System support (technical and system know-how)
2. Management support (managers and supervisors)
3. Physical support (Support functions and support persons)

Question 6

Services are…

Answer 6

• intangible
• heterogenous
• in their consumption inseperable from their production
• impossible to keep in stock

Question 7

Services are produced in a process where…

Answer 7

• …the consumer interacts with the production resources

- …production and consumption happens simultaneously