Chapter 13 Flashcards
What is the difference between service as the product (offering) and customer service
Services
Deeds and performances provided, co produced, co created that customers pay for
Customer service
Service provided in support of company’s core offerings (add ons)
What are the 4 factors that differentiate services from goods
Intangible
Not “things” that can be seen, tasted, or touched
May include tangible components
Difficult to describe and communicate value
Images, cues used to convey value and benefit
Heterogeneous
No two experiences are identical
Person providing service may vary
Customers vary
Circumstances vary
Difficult to deliver consistent quality
Inseparable (simultaneous) production and consumption
Offering is produced and delivered (by provider) and consumed (by customer) at the same time
Some offerings are co produced
Other customers may be there (can add positive and negative experiences)
Usually can’t test before use
Guarantees can lower risk
Perishable
Cannot be saved, stored, resold, or returned
Difficult to match supply to demand, recover after mistake (can’t just replace)
What are the 3 additional P’s in the marketing strategy when considering services
Presentation
How will you design your facilities to position your brand?
Personnel
How will you select and train your employees to consistently convey your brand’s positioning?
Processes
How will you design your processes to deliver a customer experience that meets their expectations?
What are the 4 gaps that occur when the service that customers expect and the actual quality of service don’t align
Knowledge gap
A type of service gap; reflects the difference between customers’ expectations and the firm’s perception of those expectations.
Closing knowledge gap
Use marketing research
Evaluate customers’ perceived service quality
Front line employees communicate with managers
Standards gap
A type of service gap; pertains to the difference between the firm’s perceptions of customers’ expectations and the service standards it sets.
Closing standards gap
Set measurable standards for quality based on customer expectations
Develop processes to ensure high quality service
Deliver gap
A type of service gap; the difference between the firm’s service standards and the actual service it provides to customers.
Closing delivery gap
Use effective technology
Employee empowerment
Training support and incentives for employees
Communication gap
A type of service gap; refers to the difference between the actual service provided to customers and the service that the firm’s promotion program promises.
Closing communication gap
Manage customer expectations
Promise only what you can deliver in advertising and in promises my employees
Keep customers informed of progress and any unexpected changes
What are the 5 dimensions of service quality
Reliability
The ability to perform the service dependably and accurately
Responsiveness
The willingness to help customers and provide prompt service
Assurance
The knowledge of a nd courtesy by employees and their ability to convey trust and confidence
Empathy
The caring, individualized attention provided to customers
Tangibles
The appearance of physical facilities, equipment, personnel, and communication materials
What are the 3 service recovery strategies
Listen to the customer
Let them vent
Invite them to help develop a solution
Provide a fair solution
Distributive fairness- is the benefit appropriate given the loss?
Procedural fairness- is the process fair?
Resolve problems quickly
What is the difference between distributive fairness and procedural fairness
Distributive fairness
Pertains to a customer’s perception of the benefits they received compared with the costs (inconvenience or loss) that resulted from a service failure.
Procedural fairness
Refers to the customer’s perception of the fairness of the process used to resolve complaints about service.
What is a 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 they will accept before going elsewhere.
