Service Marketing

Question 1

Merkmale von Services

Answer 1

-Intangibility
-Inseparability
-Variability
-Perishability
-Can not be owned

Question 2

Extended Marketing Mix for Services

Answer 2

-People
-Processes
-Physical evidence

Question 3

Types of Marketing in Service Industries

Answer 3

-External marketing: Company -> Customers
-Internal marketing: Company -> Employees
-Interactive marketing: Employees -> Customers

Question 4

Servqual

Answer 4

Perceived performance - Expectations
-P < E disappointed
-P=E satisfied
-P>E delighted

Question 5

Dimensions of Service Quality

Answer 5

-Reliability
-Assurance
-Tangibles
-Empathy
-Responsiveness

Question 6

Gaps in (Service) Quality

Answer 6

1. Offer specification
   | production gap
2. Delivered offer
   | perceptual gap
3. Customer evaluation
   |satisfaction gap
4. Customer expectations
   |MR gap
5. Supplier perceptions
   | design gap
   Offer specification