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Service Marketing > Chapter 2 > Flashcards

Chapter 2 Flashcards

1
Q

THE THREE-STAGE MODEL OF SERVICE CONSUMPTION

A

I. PRE-PURCHASE STAGE
II. SERVICE ENCOUNTER STAGE
III. POST-ENCOUNTER STAGE

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2
Q

I. PRE-PURCHASE STAGE

A

1.Need awareness
2.Information search
3.Evaluation of alternatives

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3
Q

the beginning of the pre-purchase stage

A

Need Awareness

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4
Q

Needs may be triggered by:

A

People’s unconscious minds
 Physical conditions
 External sources

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5
Q

happens once a need has been recognized, and
customers are motivated to search for solutions to satisfy that need.

A

Information Search

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6
Q

several alternatives that come and form in our mind can be
derived from past experiences or external sources

A

Evoked Set

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7
Q

a narrowed down few alternatives to seriously consider.

A

Consideration Set

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8
Q

During the search process, consumers also learn about service
attributes they should consider and form expectations of how firms in the
consideration set perform on those attribute

A

Information Search

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9
Q

holds that consumers use service attributes that are
important in evaluating and comparing alternative offerings in their
consideration set

A

multi-attrubute model

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10
Q

Understanding this helps managers to cement the strengths of the
firm’s services and to focus improvement efforts on where it matters most

A

multi-attribute model

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11
Q

TWO COMMON DECISION
RULES TO DECIDE

A

Linear compensatory rule and Conjunctive rule

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12
Q

This is
done by multiplying the score for the dry
cleaner on each attribute by the importance
weight. The scores are then added up.

A

Linear compensatory rule

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13
Q

the consumer will decide
based on the total overall score in conjunction
with minimum performance levels on one or
several attributes.

A

Conjunctive rule

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14
Q

EVALUATING ALTERNATIVE
SERVICE ATTRIBUTES

A

1.Search attributes
2.Experience attributes
3.Credence Attributes

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15
Q

• they are tangible characteristics that
customers can evaluate before
purchase.
• It helps the customers evaluate
the product before purchase.

A

Search attributes

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16
Q

they cannot be
evaluated before purchase. Customers must
“experience” the service before they can assess
attributes such as reliability, ease-of use, and
customer support.

A

Experience attributes

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17
Q

• are characteristics that customers
find hard to evaluate even after
consumption.
• Here, the customer is forced to
believe or trust that certain tasks
have been performed at the
promised level of quality.

A
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18
Q

refers to the customer’s perception of the risks associated
with any purchase.

A

Perceived Risk

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19
Q

are formed during the search and decision-making process,
through a customer’s search and evaluation of information and alternatives.

A

Expectations

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20
Q

COMPONENTS OF SERVICE
EXPECTATIONS

A

Desired service
Adequate service
Predicted service
Zone of tolerance

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21
Q

• The type of service customers hope to receive is termed
desired service. • It’s a “wished for” level — a combination of what customers
believe can and should be delivered in the context of their personal needs.

A

Desired service.

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22
Q

The minimum level of service customers will accept
without being dissatisfied.

A

Adequate service.

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23
Q

This is the level of service that customers actually
anticipate to receive. Predicted service can also be affected by service
provider promises word-of-mouth, and past experience.

A

Predicted service.

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24
Q

The extent to which customers are willing to accept this
variation

A

Zone of tolerance

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25
Q

the outcome of the pre-purchase stage based largely on
expectations of the likely performance of a service based on important attributes
and associated risk perceptions.

A

Purchase Decision

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26
Q

when the customer interacts directly with
the service firm. Number of models and frameworks to better understand the
consumers’ behavior and experience during the service encounter

A

the service encounter stage

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27
Q

It is where the perceived quality is
realized.

A

Moment of Truth

28
Q

When the service provider and the
service customer confront one
another.

A

Moment of Truth

29
Q

It is when the relationship between
the customer and the firm is at
stake.

A

Moment of Truth

30
Q

LEVELS OF CUSTOMER
CONTACT WITH SERVICE FIRMS

A

High-Contact Services and Low-Contact Services

31
Q

means there is direct contact between customers and the
firm throughout the entire service delivery.

A

High-Contact Services

32
Q

involve little, physical contact if any, between
customers and service providers. Instead, contact takes place at arm’s
length through electronic or physical distribution channels.

A

Low-Contact Services

33
Q

shows all the
interactions that together make up a
typical customer experience in a high-
contact service

A

Servuction System

34
Q

combination of service
and production coined by French
researchers Pierre Eiglier and Eric
Langeard

A

Servuction

35
Q

servuction system consists of the following:

A

Technical core and Service delivery system

36
Q

where inputs are processed and the elements of the
service product are created. Is typically back-stage and
invisible to the customer.

A

Technical Core

37
Q

where the final “assembly” takes place and the
product is delivered to the customer.

A

service delivery system

38
Q

This subsystem includes the visible part
of the service operations system — buildings, equipment, and personnel —
and possibly other customers

A

service delivery system

39
Q

can be used as a metaphor for service delivery, and firms can view
their service as “staging” a performance with props and actors, and manage
them accordingly.

A

theater

40
Q

THEATER AS METAPHOR FOR
SERVICE DELIVERY

A

1.Service facilities
2.Personnel
3.Role Theory
4. Script Theory

41
Q

Imagine service facilities as containing the stage on which the drama unfolds.

A

Service facilities

42
Q

The front-stage personnel are
like the members of a cast playing roles as
actors in a drama supported by a back-stage
production team.

A

Personnel.

43
Q

expected to wear special costumes when on
stage (such as the fanciful uniforms often
worn by hotel doormen (or the more basic
brown uniforms worn by UPS drivers).

A

service personnel

44
Q

is a set of behavior patterns learned through experience and
communication, to be performed by an individual in a certain social
interaction in order to attain maximum effectiveness in goal accomplishment.

A

Role

45
Q

have also been defined as combinations of social cues or
expectations of society that guide behavior in a specific setting or context

A

Roles

46
Q

specifies the sequences of
behavior employees and customers are expected to learn and follow during
service delivery.

A

service script

47
Q

last stage of service consumption is the which
involves consumers’ attitudinal and behavioral responses to the service
experience.

A

post-encounter stage

48
Q

customers evaluate the service performance
and compare it to their prior expectations

A

post-encounter stage

49
Q

is a judgment following a series
of consumer product interactions

A

satisfaction

50
Q

If performance perceptions are worse than expected,
it is called ____________

A

negative disconfirmation.

51
Q

If performance is better than expected, it is called
__________________

A

positive disconfirmation.

52
Q

If it is as expected, then it is simply called
______________

A

confirmation of expectations

53
Q

CUSTOMER SATISFACTION
VERSUS SERVICE QUALITY

A

•Excellent service quality
•Customer satisfaction
•Service quality

54
Q

defined as a high
standard of performance that consistently meets or
exceeds customer expectations.

A

Excellent service quality

55
Q

which is transaction-
specific and refers to a single service experience.

A

Customer satisfaction

56
Q

refers to relatively stable attitudes
and beliefs about a firm.

A

Service quality

57
Q

consumer’s belief and attitude
about the general performance of a firm.

A

Service quality

58
Q

To measure service quality, Valarie Zeithaml and her colleagues developed a
survey instrument called _________.

A

SERVQUAL

59
Q

based on the premise that customers evaluate a firm’s
service quality by comparing their perceptions of its service with their own
expectations.

A

SERVQUAL

60
Q

developed to measure service quality mostly in a face-to-
face service encounter context.

A

SERVQUAL

61
Q

is seen as a generic measurement tool that can be applied
across a broad spectrum of service industries

A

SERVQUAL

62
Q

DIMENSIONS TO EVALUATE
SERVICE QUALITY

A
  1. Tangibles
  2. Reliability
  3. Responsiveness
  4. Assurance
  5. Empathy
63
Q

customer’s willingness to continue patronizing a firm over the
long-term, preferably on an exclusive basis, and recommending the firm’s
products to friends and associates.

A

Loyalty

64
Q

an important outcome of satisfied customers who believe that the
firm delivers great service.

A

Loyalty

65
Q

Customer loyalty extends beyond behavior and includes preference, liking,
and future intentions. (T or F?)

A

t

66
Q

the opposite of customer loyalty

A

Defection

67
Q

used to describe
customers who drop off a company’s radar screen and transfer their loyalty
to another supplier.

A

Defection

Service Marketing (4 decks)

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