MANAGEMENT STRATEGIES FOR SERVICE BUSINESS Flashcards
It requires more than just traditional external marketing using the four Ps.
SERVICE MARKETING
The service companies can differentiate their service delivery in three ways.
Managing Service Differentiation
When a customer does complain, management should be irritated. (T/F)
FALSE
The job of the marketing department includes encouraging everyone in the organization to practice customer-oriented thinking. (T/F)
TRUE
Customers who buy hospitality products experience excitement because they cannot experience the product beforehand. (T/F)
FALSE
A service firm can differentiate itself
by delivering consistently higher
quality than competitors.
MANAGING SERVICE QUALITY
It is based on past experiences, word-of-mouth, and service firm advertising.
EXPECTATION
Pioneers in conducting academic service research.
Berry, Parasuraman, & Zeithamil
Most important dimension in meeting customer needs or service expectation.
RELIABAILITY
Most important in exceeding customer expectations.
ASSURANCE, RESPONSIVENESS, % EMPATHY
Internal Force called ___________
CORPORATE CULTURE
top service companies are
“customer obsessed”. (T/F)
TRUE
Problems inevitably occur. (T/F)
TRUE
To have effective complaint resolution, managers must not empower frontline service employees. (T/F)
FALSE
What is the critical component of customer retention?
RESOLVING CUSTOMER COMPLAINTS
_________ is one of the
most available yet underutilized sources of customer and market information.
CUSTOMER COMPLAINTS
Promotional material, employees’
appearance, and the service firm’s physical environment all help a ____________ service.
TANGIBILIZE
_________ is a critical part of the service product and marketing mix.
EMPLOYEES
Who is responsible for matching capacity with demand on a long-term basis?
CORPORATE MANAGEMENT
What is the two major options of managers for matching capacity with demand?
CHANGE CAPACITY OR CHANGE DEMAND
It allow the customer to serve as the
company’s employee.
SELF SERVICE TECHNOLOGIES / SSTs
__________ a method use to match demand with capacity, and it must be managed carefully
OVERBOOKING
