Chapter 10: Services; the intangible product

Question 1

service

Answer 1

by providing good customer service, firms add value to their products and services

Question 2

unique characteristics affecting service (4)

Answer 2

inseparable

intangible

inconsistent

inventory

Question 3

variability of service

Answer 3

inconsistency in customer service

Question 4

Gaps picture

Answer 4

customer expectations for service quality - knowledge gap - management perceptions of customer expectations - standards gap - standards specifying service to be delivered - delivery gap - actual service delivered - communications gap - retailer communications about service quality\

gaps are bad for both marketer and consumer

Question 5

ways to decrease knowledge gap between marketers and consumers

Answer 5

marketing research, understanding customer expectations, and evaluating service quality

Question 6

5 building blocks of service quality: reliability

Answer 6

the ability to perform the service dependably and accurately

Question 7

5 building blocks of service quality: responsiveness

Answer 7

the willingness to help customers and provide prompt service

Question 8

5 building blocks of service quality: assurance

Answer 8

the knowledge and courtesy by employees and their ability to convey trust and confidence

Question 9

5 building blocks of service quality: empathy

Answer 9

the caring, individualized attention provided to customers

Question 10

5 building blocks of service quality: tangibles

Answer 10

the appearance of physical facilities, equipment, personnel, and communication materials

Question 11

zone of tolerance

Answer 11

what is the desired and expected level of service for each of the 5 dimensions

Question 12

service recovery

Answer 12

resolve problems quickly

provide a fair solution

listen to the customer

Question 13

what are the 5 building blocks of service quality

Answer 13

reliability

responsiveness

assurance

empathy

tangibles