Chapter 10: Services; the intangible product Flashcards
service
by providing good customer service, firms add value to their products and services
unique characteristics affecting service (4)
inseparable
intangible
inconsistent
inventory
variability of service
inconsistency in customer service
Gaps picture
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
ways to decrease knowledge gap between marketers and consumers
marketing research, understanding customer expectations, and evaluating service quality
5 building blocks of service quality: reliability
the ability to perform the service dependably and accurately
5 building blocks of service quality: responsiveness
the willingness to help customers and provide prompt service
5 building blocks of service quality: assurance
the knowledge and courtesy by employees and their ability to convey trust and confidence
5 building blocks of service quality: empathy
the caring, individualized attention provided to customers
5 building blocks of service quality: tangibles
the appearance of physical facilities, equipment, personnel, and communication materials
zone of tolerance
what is the desired and expected level of service for each of the 5 dimensions
service recovery
resolve problems quickly
provide a fair solution
listen to the customer
what are the 5 building blocks of service quality
reliability
responsiveness
assurance
empathy
tangibles