Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

SERVICE MARKETING - NN > Chapter 2 > Flashcards

Chapter 2 Flashcards

1
Q

Three-Stage Model of Service Consumption

A

PRE-PURCHASE STAGE
SERVICE ENCOUNTER STAGE
POST-ENCOUNTER STAGE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

PRE-PURCHASE STAGE

A
  1. NEED AWARENESS
  2. INFORMATION SEARCH
  3. EVALUATION OF ALTERNATIVES
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

IS THE BEGINNING OF THE PRE-PURCHASE STAGE

A

NEED AWARENESS

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

NEEDS MAY BE TRIGGERED BY

A
  1. PEOPLE’S UNCONSCIOUS MIND
  2. PHYSICAL CONDITIONS
  3. EXTERNAL SOURCES
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

HAPPENS ONCE A NEED HAS BEEN RECOGNIZED, AND CUSTOMERS ARE MOTIVATED TO SEARCH FOR SOLUTIONS TO SATISFY THAT NEED.

A

INFORMATION SEARCH

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

SEVERAL ALTERNATIVES THAT COME AND FORM IN OUR MIND CAN BE DELIVERED FROM PAST EXPERIENCES OR EXTERNAL SOURCES.

A

EVOKED SET

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

A NARROWED DOWN FEW ALTERNATIVES TO SERIOUSLY CONSIDER

A

CONSIDERATION SET

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

HOLDS THAT CONSUMERS USE SERVICE ATTRIBUTES THAT ARE IMPORTANT IN EVALUATING AND COMPARING ALTERNATIVE OFFERINGS IN THEIR CONSIDERATION SET.

A

MULTI-ATTRIBUTE MODEL

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

HELP TO BETTER UNDERSTAND THE FORMATION PROCESS OF CUSTOMER SATISFACTION.

A

MULTI-ATTRIBUTE MODEL

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

TWO COMMON DECISION RULES TO DECIDE

A

LINEAR COMPENSATORY RULE
CONJUCTIVE RULE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

THIS IS DONE BY MULTIPLYING THE SCORE FOR THE DRY CLEANER ON EACH ATTRIBUTE BY THE IMPORTANCCE WEIGHT.

A

LINEAR COMPENSATORY RULE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

THE CONSUMER WILL DECIDE BASED ON THE TOTLA OVERALL SCORE IN CONJUNCTION WITH MINIMUM PERFORMANCE LEVELS ON ONE OR SEVERAL ATTRIBUTES

A

CONJUNCTIVE RULE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

EVALUATING ALTERNATIVE SERVICE ATTRIBUTES (ENUMERATION)

A
  1. SEARCH ATTRIBUTES
  2. EXPERIENCE ATTRIBUTES
  3. CREDENCE ATTRIBUTES
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

THEY ARE TANGIBLE CHARACTERISTICS THAT CUSTOMERS CAN EVALUATE BEFORE PURCHASE

A

SEARCH ATTRIBUTES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

IT HELPS THE CUSTOMERS EVALUATE THE PRODUCT BEFORE PURCHASE

A

SEARCH ATTRIBUTES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

THEY CANNOT BE EVALUATED BEFORE PURCHASE.

A

EXPERIENCE ATTRIBUTES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

EXAMPLE OF THESE ARE
LIVE ENTERTAINMENT PERFORMANCES
MANY MEDICAL PROCEDURES ALL HAVE HIGH EXPERIENCE ATTRIBUTES
HIKING

A

EXPERIENCE ATTRIBUTES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

ARE CHARACTERISTICS THE CUSTOMERS FIND HARD TO EVALUATE EVEN AFTER CONSUMPTIONS.

A

CREDENCE ATTRIBUTES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

THE CUSTOMER IS FORCED TO BELIEVE OR TRUST THAT CERTAIN TASKS HAVE BEEN PERFORMED AT THE PROMISED LEVEL OF QUALITY

A

CREDENCE ATTRIBUTES

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

REFERS TO THE CUSTOMER’S PERCEPTION OF THE RISKS ASSOCIATED WITH ANY PURCHASE

A

PERCEIVED RISK

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

WHAT ARE THE TYPE OF RISK

A
  1. FUNCTIONAL (UNSATISFACTORY PERFORMANCE OUTCOMES)
  2. FINANCIAL (MONETARY LOSS, UNEXPECTED COSTS)
  3. TEMPORAL (WASTING TIME, CONSEQUENCES OF DELAYS)
  4. PHYSICAL (PERSONAL INJURY OR DAMAGE TO POSSESSIONS)
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

ARE FORMED DURING THE SEARCH AND DECISION-MAKING PROCESS, THROUGH A CUSTOMER’S SEARCH AND EVALUATION OF INFORMATION AND ALTERNATIVES.

A

EXPECTATIONS

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

CAN EVEN BE SITUATION-SPECIFIC.

A

EXPECTATIONS

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

WHAT ARE THE COMPONENTS OF SERVICE EXPECTATIONS

A
  1. DESIRED SERVICE
  2. ADEQUATE SERVICE
  3. PREDICTED SERVICE
  4. ZONE OF TOLERANCE
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

THE TYPE OF SERVICE CUSTOMERS HOPE TO RECEIVE. 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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

THE MINIMUM LEVEL OF SERVICE CUSTOMERS WILL ACCEPT WITHOUT BEING DISSATISFIED.

A

ADEQUATE SERVICE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

THIS IS THE LEVEL OF SERVICE THAT CUSTOMERS ACTUALLY ANTICIPATE TO RECEIVE.

A

PREDICTED SERVICE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

THE EXTENT TO WHICH CUSTOMERS ARE WILLING TO ACCEPT THIS VARIATION.

A

ZONE OF TOLERANCE

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

HAPPENS AFTER CONSUMERS HAVE EVALUATED POSSIBLE ALTERNATIVES.

A

PURCHASE DECISION

28
Q

IS WHEN THE CUSTOMER INTERACTS DIRECTLY WITH THE SERVICE FIRM.

A

SERVICE ENCOUNTER STAGE

28
Q

OUTCOME OF THE PRE-PURCHASE STAGE BASED LARGELY ON EXPECTATIONS OF THE LIKELY PERFORMANCE OF A SERVICE BASED ON IMPORTATNT ATTRIBUTES AND ASSOCIATED RISK PERCEPTIONS.

A

PURCHASE DECISION

29
Q

MODELS AND FRAMEWORKS TO BETTER UNDERSTAND THE CONSUMERS’ BEHAVIOR AND EXPERIENCE DURING THE SERVICE ENCOUNTER SUCH AS:

A
  1. MOMENTS OF TRUTH
  2. THE HIGH-OR-LOW CONTACT SERVICE MODEL
  3. SERVUCTION MODEL
  4. THEATER METAPHOR
30
Q

IT IS WHERE THE PERCEIVED QUALITY IS REALIZED.

WHEN THE SERVICE PROVIDER AND THE SERVICE CUSTOMER CONFRONT ONE ANOTHER.

IT IS WHEN THE RELATIONSHIP BETWEEN THE CUSTOMER AND THE FIRM IS AT STAKE

A

MOMENT OF TRUTH

31
Q

IT 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

A

SERVUCTION

35
Q

WHO ARE THE FRENCH RESEARCHERS

A

PIERRE EIGLIER
ERIC LANGEARD

36
Q

THE SERVUCTION SYSTEM CONSISTS OF:

A
  1. TECHNICAL CORE
  2. SERVICE DELIVERY SYSTEM
37
Q

WHERE INPUTS ARE PROCESSED AND THE ELEMENTS OF THE SERVICE PRODUCT ARE CREATED.

A

TECHNICAL CORE

38
Q

TYPICALLY BACK-STAGE AND INVINSIBLE TO THE CUSTOMER

A

TECHNICAL CORE

39
Q

INVINSIBLE COMPONENTS CAN BE TERMED

A

BACK STAGE OR BACK OFFICE

40
Q

VISIBLE COMPONENTS CAN BE TERMED AS

A

FRONT STAGE OR FRONT OFFICE

41
Q

WHERE THE FINAL “ASSEMBLY” TAKES PLACE AND THE PRODUCT IS DELIVERED TO THE CUSTOMER.

A

SERVICE DELIVERY SYSTEM

42
Q

THIS SUBSYSTEM INCLUDES THE VISIBLE PART OF THE SERVICE OPERATIONS SYSTEM.

A

SERVICE DELIVERY SYSTEM.

43
Q

CAN BE USED AS A METAPHOR FOR SERVICE DELIVERYM, AND FIRMS CAN VIEW THEIR SERVICE AS “STAGING” A PERFORMACNCE WITH PROPS AND ACTORS.

A

THEATER

44
Q

UNDER OF THEATER AS METAPHOR

A
  1. SERVICE FACILITIES
  2. PERSONNEL
  3. ROLE THEORY
  4. SCRIPT THEORY
45
Q

containing the stage on which the drama unfolds

A

SERVICE FACILITIES

46
Q

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

A

PERSONNEL

47
Q

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 THEORY

48
Q

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

A

ROLES

49
Q

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

A

SCRIPT THEORY

50
Q

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

A

POST-ENCOUNTER STAGE

51
Q

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

A

POST-ENCOUNTER STAGE

52
Q

is a judgment following a series
of consumer product interactions.

A

SATISFACTION

53
Q

It Holds that satisfaction judgments formed are based on a
comparison of expectations with performance perceptions.

A

HTE EXPECTANCY-DISCONFIRMATION MODEL OF SATISFACTION

54
Q

If performance perceptions are worse than expected,
it is called

A

NEGATIVE DISCONFIRMATION

55
Q

If performance is better than expected, it is called

A

POSITIVE DISCONFIRMATION

56
Q

If it is as expected, then it is simply called

A

CONFIRMATION OF EXPECTATIONS

57
Q

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

A

EXCELLENT SERVICE QUALITY

58
Q

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

A

CUSTOMER SATISFACTION

59
Q

refers to relatively stable attitudes
and beliefs about a firm.

A

SERVICE QUALITY

60
Q

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

A

SERVICE QUALITY

61
Q

WHO DEVELOPED A SURVEY INSTRUMENT CALLED SERVQUAL

A

VALARIE ZEITHAML

62
Q

is 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

63
Q

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

A

SERVQUAL

64
Q

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

A

SERVQUAL

65
Q

DIMENSIONS TO EVALUATE SERVICE QUALITY

A

TANGIBLES
RELIABILITY
RESPONSIVENESS
ASSURANCE
EMPATHY

66
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

67
Q

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

A

LOYALTY

68
Q

is the opposite of customer loyalty. which is used to describe
customers who drop off a company’s radar screen and transfer their loyalty
to another supplier.

A

DEFECTION

SERVICE MARKETING - NN (5 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions