Chapter 10 Flashcards
Service
Intangible offering that cannot be physically possessed
Customer Service
Specifically refers to human or mechanical activities firms undertake to help satisfy their customer’s needs and wants
Intangible
A characteristic of a service; it cannot be touched, tasted or seen like a pure product can
Inseparable
A characteristic of a service; it is produced and consumed at the same time - that is, service and consumption are inseparable
Inconsistent
A characteristic of a service; its quality may try because it is provided by humans
Inventory
A characteristic of a service; it is perishable and cannot be stored in inventory for future use
Service Gap
Results when a service fails to meet the expectations that customers have about how it should be delivered
Knowledge Gap
Reflects the difference between customers’ expectations and the firm’s reception of those expectations
Standards Gap
Pertains to the difference between the firm’s perceptions of customers’ expectations and the service standards it sets
Delivery Gap
The difference between the firm’s service standards and the actual service it provides to customers
Communication Gap
Refers to the different between the actual service provided to customers and the service that the firm’s promotion program promises
Service Quality
Customers’ perceptions of how well a service meets or exceeds their expectations
Voice-of-customer (VOC) program
An ongoing marketing research system that collects customer insights and intelligence to influence and drive business decisions
Zone of Tolerance
The area between customers’ expectations regarding their desired service and the minimum level of acceptable service - that is, the difference between what the customer really wants and what he or she will accept before going elsewhere
Empowerment
In the context of service delivery, means allowing employees to make decisions about how service is provided to customers
