Marketing Services Flashcards
Intangibility
The quality that services possess in having no physical substance, and therefore cannot be touched, stored, or possessed like goods
Heterogenity
The quality that services possess in which they are inherently variable because they cannot be mass produced
Inseparability
The quality that services possess in which both the service provider and the customer must be present during the service, as production and consumption are simultaneous activities
Perishability
The quality that services possess in which they cannot be stored, inventoried, reused, or returned.
Service Quality
A measurement activity of how good a service experience is or was
Technical Quality
The quality of the service result or output
Functional Quality
The quality of the service process
The five dimensions of service quality are…
Reliability, Assurance, Tangibles, Empathy, Responsiveness
Reliability
The ability to perform the promised service dependably and accurately, at the promised time
Assurance
The knowledge and courtesy of employees and their ability to convey trust and confidence
Tangibles
The knowledge and courtesy of employees and their ability to convey trust and confidence
Empathy
The provision of caring, individualized attention to customers
Responsiveness
The willingness to help customers and provide prompt service
Service Gaps Model
Provides companies with a framework for understanding the differences between customers’ perceptions of a service outcome and the customers’ initial expectations.
Knowledge Gap
The difference between actual customer expectations and the company’s perceptions of customer expectations
Design and Standards Gap
The difference between the company’s plan and the company’s execution of that plan
Delivery Gap
The difference between what the company thinks the customer expects and how it actually delivers that service
Communication Gap
The gap between service delivery and the company’s external communications
Service Failure
When a customer’s perceptions of a service fall below his or her expectations to a degree that leads to customer dissatisfaction
Service Recovery
Actions taken by a company in response to a service failure to improve the customer’s level of satisfaction
Rules to improve customer satisfaction are…
Fix the customer and company’s problem
