Chapter 9 Flashcards
Service Characteristics
- Intangibility
- Inseparability
- Variability
- Perishability
The characteristic of a service in which it cannot be experience through the physical senses of the consumer
Intangibility
The characteristic of a service in which it is produced and consumed at the same time and cannot be separated from its provider
Inseparability
The characteristic of a service in which its service quality can only be as good as that of its provider
Variability
The characteristic of a service in which it cannot be stored or saved for future use
Perishability
Service Attributes
- Search Attributes
- Experience Attributes
- Credence Attributes
Aspects of an offering that are physically observable before consumption
Search Attributes
Aspects of an offering that can be evaluated only during or after consumption
Experience Attributes
Aspects of an offering for which customers cannot make a reasonable evaluation, even after use.
Credence Attributes
Importance of Service Attributes
Since consumers cannot try a service before purchasing, they take their cues from other evidence they can gather. This means that word of mouth referrals, physical cues such as physical location, functionality of the website, and professionalism of employees are all important for marketing services.
SERVQUAL Dimension of Service
- Tangibles
- Reliability
- Responsiveness
- Assurance
- Empathy
The physical evidence of a service or the observable aspects that hep customers form advance opinions about the service despite its intangibility
Tangibles
The ability to provide service dependably and accurately and thus to deliver what was promised
Reliability
The willingness and ability to provide prompt service and to respond quickly to customer requests
Responsiveness
The knowledge and courtesy of employees, and the ability to convey trust and build a customer confidence in the quality of the service
Assurance
