Ch 10 Flashcards
Unique characteristics affecting service
intangible, inventory, inseparable, inconsistent
Service
Any tangible offering that involves an act, performance, or effort that cannot be physically possessed
Intangible
Cannot be touched, tasted or seen
cannot be shown directly to customers which makes it difficult to promote
Inseparable Production & Consumption
Services are produced and consumed at the same time; services and consumption are inseparable
Little opportunity to test a service before use
Inconsistent
The more humans needed for a service, the more likely the service’s quality will be inconsistent
Inventory
Since services are perishable, they cannot be held in inventory or stored for use in the future
Service Gaps
Knowledge Gaps
Standards Gaps
Delivery Gaps
Communication Gaps
Knowledge gaps
Difference between customer’s expectations and the firm’s perception of those customer expectations
- understand customer expectations, evaluate service quality, zone of tolerance
Knowledge gap - Evaluating service quality by using well-established marketing metrics
reliability, responsiveness, assurance, empathy, tangibles
Reliability
The ability to perform the service dependably and accurately
Responsiveness
The willingness to help customers and provide prompt service
Assurance
The knowledge of and courtesy by employees and their ability to convey trust and confidence
Empathy
The caring, individualized attention provided to customers
Tangibles
The appearance of physical facilities, equipment, personnel, and communication materials
Standards Gap
the difference between the firm’s perceptions of customers’ expectations and the service standards it sets
narrow the gap by setting appropriate service standards and measuring service performance, Achieving service goals through training
Delivery Gap
Difference between firm’s service standards and the actual service it provides to customers
Gap can be closed by getting employees to meet or exceed service standards
Methods to reduce delivery gaps
Empowering service providers
Providing support and incentives
Using technology
Communication Gap
the difference between actual service provided to customers and the service that the firm’s promotion program promises
Can close gap if they are more realistic about the services they can provide and manage customer expectations effectively
service recovery
Listening to the customer
Finding A Fair Solution
Resolving Problems Quickly
