module 8 Flashcards
Service dominant logic:
considers service and the customer experience to be the principal rationality in marketing.
What are the three basic axioms that support the Service-dominant logic?
Service is fundamental basis of exchange
Value is co-created by multiple parties, including the company and the customer
Value is defined by the customer
What are the four characteristics of Services that set them apart from physical goods?
Intangibility: can’t be seen, heard, taste, felt or smelled.
Inseparability: produced and consumed at the same time, can’t be separated from its provider
Variability: because it can’t be separated from the provider, services quality can only be as good as that of the provider
Perishability: service can’t be stored or saved up for future use.
What is Service-profit chain?
Employees play a critical role in their level of success because of the insperability and variability of services.
What value does Internal Service quality bring to the Service-profit chain?
Workplace design, job design, employee selection and development, employee rewards and recognition, tools for serving customers
How does service attribute evaluate a type of offering/product?
Aspects of an offering that are physically observable before consumption
With an example explain what is Experience attribute?
Evaluated only during or after consumption, I.e. restaurants, vacations, haircuts etc.
With an example explain the nature of Credence attribute.
Customer cannot make a reasonable evaluation of the quality of service even after use, i.e. tv repair, legal services, dentistry etc.
What is Gap-analysis?
Identification and measurement of differences in five key areas of the service delivery process.
Identify all the five gaps explained in the Gap analysis?
- Management’s Perceptions of Customer Service Expectations versus the Actual Service Quality Specifications Developed
- Actual Service Quality Specifications versus Actual Service Delivery
- Actual Service Delivery versus What the Firm Communicates It Delivers
- Perceived Service by Customers versus Actual Customer Expectations of Service
What us SERVQUAL?
Measurement instrument designed to reflect the five dimensions of service quality
What are the five dimensions of service quality
Tangibles, reliability, assurance, empathy, responsiveness
