book chapter 3 (2)

Question 1

one internal and three external factors taht influence both desired service and predicted service expectations

Answer 1

1. Explicit service promises
2. Implicit service promises
3. Word of mouth communication
4. Past experience

Question 2

Explicit service promises

Answer 2

Are personal and non-personal statements about thes ervice made by the organization to the customer. The statements are personal when they are communicated by salespeople or service or repair personnel; they are non-personal when they come from advertising, brochures and other written publications

Question 3

Implicit service promises

Answer 3

Are service related cues other than explicit promises that lead to inferences about what the service should and will be like

Question 4

Word of mouth communication

Answer 4

personal and non personal statements made by parties other than the organization convey to customer what the service will be like and influence both predicted and desired service

Question 5

Past experience

Answer 5

The customers previous exposure to service that is relevant to the focal service, is another force in shaping predictions and desires. The service relevant for prediction be previous exposure to the focal firms service

Question 6

Issues involving customer service expectations

Answer 6

1. what does a service marketer do if customer expectations are unrealistic
2. should a ompany try to delight the customer
3. How does a company exceed customer service expectations
4. Do customer service expectations continually escalate
5. How does a service company stay ahead of competition in meeting customer expectations

Question 7

asking customers about their expectations does not so much raise the levels of the expectations themselves but rather

Answer 7

heightens the belief that the company will do something with the information that surfaces

Question 8

Under promising

Answer 8

some observers recommend deliberately under promising the service to increase the likelihood of meeting or exceeding customer expectations.

While under-promising makes service expectations more realistic, thereby narrowing the gap between expectations and perceptions, it also may reduce the competitive appeal of the offer.

Question 9

delight in context of delight the customer

Answer 9

A profound positive emotional state that results form having ones expeectations exceeded to a surprising degree. (a positively outrageous service)

Question 10

exceeding expectations is

Answer 10

incredibly difficult when you dont underpromise

Must do research on individual customers like the ritz

Question 11

under promising issues

Answer 11

under promising in sales situation potentially reduces the competitive appeal of an offering and must be tempered by what the competition is offering. When competitive pressures are high, presenting a cohesive and honest portayal of the service both explicitly and implicity may be wiser

Question 12

Do customer service expectations continually escalate?

Answer 12

service expectations rise as quickly as service delivery or promises rise. In a highly competitive and rapidly changing industry, expectations can thus rise quickly.

Desired service expectations on the other hand are far more stable. They are driven by more enduring factors, such as personal needs and lasting service intensifiers

Question 13

how does a service company stay ahead of competition in meeting customer expectations

Answer 13

to develop a true customer franchise with customer loyalty, companies must not only consistently exceed the adequate service level but also reach the desired service level. Exceptional service can intensify customers loyalty to a point at which they are impervious to competitive options