Ch.11 Services & Non-Profit Org

Question 1

A bundle of activities that
- includes Core Service
& a group of Supplementary Srv
- no physical possession e.g. deed/ performance
- human/mechanical efforts

Answer 1

Service Offering

Core Srv: most basic benefit Cx buys
Suppl. Srv: support/enhance core srv

Question 2

How Services Differ from Goods

Answer 2

1. Intangibility
   credence qualities & tangible cues e.g. logo
2. Inseparability
   no prod. centralization: prod. & consump. simultaneously
   qlt. of srv = qlt. of ee
3. Inconsistency
   srv depend on deliverer, needs standardization/ training/ uniform/ procedure/ manual help
4. Inventory
   a.k.a. Perishability: can’t store.
   Perished if not consumed.
   Challenge: sync dd and sup

Question 3

5 Components to Evaluate Service

Answer 3

1. Reliability
   perform srv accurately/consistently
2. Responsiveness
   perform srv promptly
3. Assurance
   knowledge & courtesy ⇒ trust
4. Empathy
   caring
5. Tangibles
   evidence of srv: facility/ tool/ equip

Question 4

5 Gaps cause problems in service delivery & influence Cx to evaluate srv qlt

Gap Model

Question 5

How to close 5 gaps

Answer 5

Gap Model

Question 6

8 Ps of Services Mktg Mix

Answer 6

Product
Price
Place
Promotion
People
Process
Productivity
Physical Environment

Question 7

Which Strategy in Srv Mktg Mix

Making the intangible tangible