Chapter 13 Flashcards
Service
Represents a bundle of benefits to satisfy wants/needs, but does so without physical form.
Differentiator
Communicating and delivering value in different ways to different customer groups. A service can be this.
Customers do not buy goods/services, what do they buy?
Offerings which render services which create value.
Characteristics of Services
- Intangibility
- Inseparability
- Variability
- Perishability
Intangibility
A service cannot be experience through the physical senses
Inseparability
A customer can’t fully experience a service until it is actually consumed. (Produced/Consumed simultaneously)
Variability
A service’s quality can only be as good as that of the provider him/herself.
Perishability
A service ca’t be stored or saved up for future use.
Internal Service Quality
“Internal marketing,” Treating employees as customers, and developing systems and benefits that satisfy their needs.
Customer Expectations Management
Do not set customer expectations so high that they cannot be effectively et on a consistent basis.
Loyalty results in…
High customer retention, and customer advococy
High Customer Retention
Low propensity to switch, as well as repeat business & referrals.
Customer advocacy
A willingness and ability on the part of the customer to participate in communicating the brand message to others.
Service Attributes
Search, Experience, Credence
Service Quality
Measurement of customer EXPECTATIONS of a service compared to their PERCEPTIONS of actual service performance.
