L3: Service marketing

Question 1

Dominating areas of service

Answer 1

The service industry is dominating…

• Tourism
• Entertainment
• Healthcare
• Transport
• B2B industries

Question 2

The character of service (IHIP)

Answer 2

• Intangible
• Inseparability
• Heterogeneous
• Perishable

Question 3

What is service quality for a customer?

Answer 3

• Access
• Reliability
• Credibility
• Security
• Customer understanding

Question 4

Barriers for achieving the expected level of service quality

Answer 4

• Misconceptions
• Inadequate resources
• Inedaquate delivery
• Exaggerated promises

Question 5

4Ps for services

Answer 5

1. Product
2. Price
3. Place
4. Promotion

Question 6

Additional 3Ps

Answer 6

5. People
6. Physical evidence
7. Process

Question 7

Levels of customer involvement

Answer 7

1. Low
   = the only thing needed is presence (e.g.trainride). Often standardized services.
2. Medium
   = information and material from customer is needed for the service
3. High
   = without the active participation of the customer it is not possible to carry out the service (e.g. education)

Question 8

Marketing triangle

Answer 8

1. Company
2. Employees
3. Customer