Ch 8- Services

Question 1

What is a service?

Answer 1

Form of product that consists of activities, benefits, or satisfactions and that is essentially intangible t does not result in the ownership of anything

Question 2

What are the 4 unique characteristics of services, the problems they create for marketers, and how do marketers overcome these problems?

Answer 2

-Intangibility
P: Services can’t be seen, tasted, felt, heard, or smelled before they are purchased
-Variability
P: Service quality depends on who provides the service as well as when, where , and how the services are provided
-Inseparability
P: services can’t be separated from their provider
- Perishability
P: services can’t be stored for later sale /use

Question 3

What is the knowledge gap? What must firms do to reduce it?

Answer 3

Gap between what customers want and what management think they want

Question 4

What is the Standards gap?

Answer 4

Between what management thinks customer want and the quality specification they develop to provide the service

Question 5

What is the Delivery gap? What are 3 methods that can be used to reduce it?

Answer 5

Between the service quality specifications and the service that is actually provided

Question 6

What is the Communications gap? What are some ways in which you can manage customer expectations?

Answer 6

service customers receive and the service they want - - t or - evaluation depends on expectations

Question 7

List the gaps in order

Answer 7

Knowledge gap
Standards gap
Delivery gap
Communications gap