Chapter 12 Flashcards
Services
Intangible activities or benefits that an organization provides to satisfy consumers needs in exchange for money
Four I’s of Service
Service Consists of the four unique elements.
Service Consists of Four Unique Elements:
Intangibility
Inconsistency
Inseparability
Inventory
Service Continuum
Consists of the range of offerings companies bring to the market, from tangible to intangible or product dominant to service dominant
Gap Analysis
Type of Analysis that compares the differences between the consumers expectations about the experiences with a service based on dimensions of service quality
Customer Contact Audit
Flowchart of the points of interaction or service encounters between consumer and service providers
Seven Ps of Service Marketing
Expanded marketing mix concept for services that includes the four Ps as well as people, physical, environmental, and process
Off-Peak Pricing
Charging different prices during different times of the day or different days of the week to reflect variations in demand for the service
Internal Marketing
Notion that a service organization that must focus on its employees, or internal market, before successful programs can be directed at customers
Customer Experience Management (CEM)
Process of managing the entire customer experience within the company
Capacity Management
Integrates the service component of the marketing mix efforts to influence consumer demand
