lecture 11

Question 1

Gap 4

Answer 1

difference between service delivery and external communications to customers

Question 2

Determinants of gap 4

Answer 2

inadequate management of service promises

Overpromising in advertising and personal selling

Insufficient customer education

Inadequate horizontal communication

Differences in policies and procedures across branches or units

Question 3

Goods vs services communication:

Answer 3

there are pure goods: tanigble separable, unperishable and homogeneous

And pure services: intangible, inseparable, perishable and heterogeneious

This poses a communication challenge as its difficult for services and easy for goods

Thherefore: make tangible, make separate, market the moment, make homogeneous

Question 4

The communication challenge:
The service is

Answer 4

intangible, inseparable, perishable and heterogeneous
Hence: difficult to understand bleieve and remember

Contractual or relational
Hence: high switching costs

The customer is:
INdifferent or
Uncertain and fearful

How do we take away the uncertainty?

Question 5

Service communication instruments: explicit promises:

Answer 5

Quality marks:
Independent, acutal level, weak brands, no compensation, voice to agency
–>
Service guarantees: dependent, desirable level, strong brands, copensation, voice to company
–>
Advertising and personal selling: dependent, desirable level, all brands, no compensation, voice to community

Question 6

Communication building blocks:
means end chain

Answer 6

Attributes:
Abstract + concrete
–>
Benefits:
psychosocial + functional
–>
Values:
Terminal + instrumental

This for communication is:

Support –> leverage point + customer benefit –> driving force

Question 7

Advertising goals:

Answer 7

Goal: what is the goal of the proposed advertising and what aspect of service is to be advertised:

Do i want to create brand identity, brand positioning and demand creation

Inputs, processes and outputs

Question 8

Brand identity

Answer 8

every service does have a certain part of tangible coponents

Physical representation
Distinct brand mark:
Intrinsic elements of physical devlivery system
Physical object extrinsic to the service product
Visual symbol (mcdonalds sign)

Question 9

Brand positioning

Answer 9

Defining the brands place in the category, differentiating it form some or all competitors
Service inputs: physical represnetation (as cues or associations)

processes: performance documentation
Service performance episode

Outputs: serice consumption episode

Question 10

Demand creation

Answer 10

Demand creating for the service category itself and demand for the specific service brand

Service consumption EP
Service performance EP
Service consumption documentation/performance documentation

Question 11

Sixservice communication failures:

Answer 11

1) no unique important customer benefit
2) failure to make customer benefit understood
3) No prominent nad consistent use of brand symbols, linked to customer benefit
4) insufficiently motivating communication of customer benefit
5) insufficient benefit support through tangibles
6) insufficient targeting of new and existing customers and personnel

Question 12

Quality marks (various forms)

Answer 12

certification: example: ISO9004
Third party that judges the process (process indicators), is the process done as written down, is it reliable, or acutal(sometimes minimum) performance

Quality marks:
Example: bovagkeur
Group industry body that evaluate input and output, also judges competence and other things, takes away uncertainty, has acceptable/minimum performance based on these

Question 13

Unconditional service guarantees

Answer 13

e.g. BBBK (bugs burger bug killer)
they say, you dont pay until total solution, if youre dissatisfied 12 montsh later you get your money back and next years new exterminator.

If guest spots during meal or room, free now and in future + apology

restaurant Closed, then pay all fines + 5000 dollar extra

charge ten times more thann a competitor without guarantee

Relaly high market share because of service guarantee

120000 is what they had to pay on 33 million revenue

Question 14

Unconditional service guarantees:
criteria

Answer 14

1) meaningful
important aspects = understand, customer
Substantial compensation = security
cost of service, seriousness of the failure, customer perception of what is fair

2) Unconditional = reliable
what can be controlled? (focus on components you can control)
if i guarantee 100% satisfaction

3) easy to understand and communicate

4) easy to invoke

5) easy to collect

Question 15

Guaranteed satisfaction or else

Answer 15

we guarantee high quality coomodations, friendly and efficient service, and clean, comfortable surroundings

If youre not completely satisfied you get your money back

THis wont work in nl cause someone wont be completely satisfied… may work in us but not in the fucking nethlerands ofc

Question 16

Unconditional service guarantees (advantages)

Answer 16

1) customer orientation = gap 1
2) service quality standards = gap 2
Creates clear standards
3) Analysis of service design = gap 3
4) feedback about delivery = gap 3
5) differentiate on USG = gap 4

Effect: N of customers * relation duration * profit contribution = attraction * retention * contribution

Question 17

When do service guarantees fail?

Answer 17

1) when perceived risk/uncertainty is low

2) quality leader without istakes
Negative effect on image

3) when performance is not controllable
External variables

4) When customers misuse the USG
Conditions, financial effect

5) when implementation costs are too high
when is quality free