MAR2 Chapter 9 Flashcards
4 Characteristics of services
Intangibility (can’t touch), Perishability (Can’t store/save), Variability (service can very every time), Inseperability (production and consumption of service are inseperable)
Service
Acts/efforts/performances exchanged from producer to user without ownership rights
Service encounter
Interaction between customer and service provider
Disintermediation
Removing middleman (E.G. self-service petrol stations and hotels)
Augmented service
additional service offerings that differentiate the firm from the competition (companies providing free shipping / have a nice lobby etc.)
Expensians of the original 4 P’s
People, Process, Physical evidence
Servicescape
Environment in which service is delivered and where is interacted (the exterior design, colours, smells etc.)
Search qualities
Product attributes that can be examined BEFORE purchase (color/style/fit/price)
Experience qualities
Attributes that can be determined during or after purchase (Holiday)
Credence qualities
Attributes that we find difficult to evaluate, even after. (Doctor’s diagnosis)
SERVQUAL
Scale to measure consumers’ expectations and perceptions of service quality
5 SERVQUAL components
Reliability, Empathy, Tangible, Assurance, Responsiveness (RETAR)
Gap analysis
Measurement approach that gauges difference in expectations and reality of service
Critical incident technique
Company collecting and analyzing very specific customer complaints
Trends that will provide opportunities and challenges
Changing demographics (population’s age, needs of older population), Globalization (increased need for logistics and distribution services to move products around the world), Technological advances, Shift to flow of information