Lecture 3 - Service Marketing Flashcards
1
Q
What are 5 characteristics of service markets
A
- Intangibility
- Lack of ownership
- Inseparability
- Perishability
- Variability
2
Q
what are the extras in the extended marketing mix
A
- process
- people
- physical environment
3
Q
what is the importance of people
A
- people represent the business
- they provide a lasting image to the consumer
- mission statement
4
Q
What processes do services have to go through?
A
- contact
- reminders
- registrations
- form filling
- degree of technology
5
Q
what importance does physical evidence have
A
- the ambience and mood of the environment is very important
- smart or shabby?
- trendy/retro/old fashioned?
- music?
- light/dark?
6
Q
what are some barriers to expected service
A
- misconceptions
- inadequate resources
- exaggerated promises
7
Q
customer satisfaction is related to the gap between…
A
expectations and experience
8
Q
A good customer-organisation relationship leads to what benefits for the organisation
A
- increased purchases
- lower costs
- lifetime value of customer
- competitive advantage
- word of mouth
9
Q
A good customer-organisation relationship leads to what benefits for the customer
A
- risk and stress reduction
- higher quality service
- avoidance of switching costs
- social and status benefits
10
Q
customer retention vs customer loyalty
A
- retention = the extent to which people repeat purchase
- loyalty = how people feel about the organisation
Loyalty is more closely related to satisfaction
11
Q
what are the 5 dimensions of the ServQual model
A
(MEASURES SERVICE QUALITY)
- tangibles
- reliability
- responsiveness
- assurance
- empathy
12
Q
A
