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Service Marketing > Service Quality > Flashcards

Service Quality Flashcards

1
Q

is an elusive and abstract concept that is difficult to define and measure.

A

SERVICE QUALITY

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2
Q

is a short-term, transaction-specific measure

A

Customer Satisfaction

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3
Q

an attitude formed by a longterm, overall evaluation of a performance

A

Service Quality is

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4
Q

The two concepts of customer satisfaction and service quality are ______

A

Intertwined

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5
Q

People will learn to recognize quality only through the experience gained from being exposed to it again and again

A

Transcendent View

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6
Q

Supply-based. Looks at quality from the operations perspective. Focuses on meeting internally developed standards.

A

Manufacturing based Approach

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7
Q

Sees that quality lies in the eyes of the beholder. Recognizes that different customers have different needs and wants

A

User-based Definitions

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8
Q

Defines quality in terms of value and price. Quality comes to be defined as “affordable excellence”

A

Value-based Definitions

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9
Q

Different Common Perspectives of Service Quality

A

Transcendent View

Manufacturing based Approach

User-based Definitions

Value-based Definitions

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10
Q

Dimensions of Service Quality

A

Tangibles

Reliability

Responsiveness

Assurance

Empathy

Good communications, customer understanding easy access

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10
Q

Dimensions of Service Quality

A

Tangibles
Reliability
Responsiveness
Assurance
Empath

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11
Q

Dimensions of Service Quality

A

Tangibles

Reliability

Responsiveness

Assurance

Empathy

Good communications, customer understanding easy access

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12
Q

Appearance of physical elements

A

Tangibles

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13
Q

Dependable and accurate performance

A

Reliability

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14
Q

Promptness and helpfulness

A

Responsiveness

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15
Q

Credibility, competence, courtesy and security

A

Assurance

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16
Q

Good communications, customer understanding and easy access

A

Empathy

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17
Q

have done a lot of research on service quality. They identified ten dimensions used by consumers to evaluate service quality.

A

Valarie Zeithaml

Leonard Berry

A. Parasuraman

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18
Q

they found a high degree of correlation between several of these variables and so combined them into five broad dimensions

A

Valarie Zeithaml

Leonard Berry

A. Parasuraman

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19
Q

Implementing and evaluating service quality is a ______

A

Difficult task

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20
Q

Perceptions of quality tend to rely on a ___________ about a particular service

A

repeated comparison of the customer’s expectation

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21
Q

the ______ evaluates the process of the service as well as the outcome.

A

Customer

22
Q

Service Quality Gaps

A

KNOWLEDGE GAP
STANDARDS GAP
DELIVERY GAP
COMMUNICATIONS GAP
SERVICE GAP

23
Q

The difference what consumers do expect of a service and what management perceives that consumers expect

A

Knowledge gap

24
Q

The difference between what management perceives that consumers expect and the quality specifications set for service delivery

A

Standards gap

25
Q

The difference between the quality specifications set for service delivery and the actual quality of service delivered. (Example, do employees perform the service as they were trained?)

A

Delivery gap

26
Q

The difference between the actual quality of service delivered and the quality of service described in a firm’s external communication

A

Communication Gap

27
Q

Gap between expected service and experienced service: This gap arises when the consumer misinterprets the service quality

A

Service gap

28
Q

Some restaurant customers may prefer the quality and taste of food over an attractive arrangement of the tables or a good view from the window

A

Knowledge

29
Q

A hotel may feel that its customers prefer comfortable rooms, when, in fact, the majority of them spend very little time in their rooms and are more interested in on-site amenities such as pool or spa

A

Knowledge gap

30
Q

Factors Influencing Knowledge Gap

A

Firm’s Research Orientation
Amount of Upward Communication
Levels of Management

31
Q

information gathered from research become basis of customer expectations. The gap should decrease if correct data are gathered.

A

Firm’s Research Orientation

32
Q

refers to the flow of information from front line personnel to upper levels of the organization. Front liners need to give feedback to management.

A

Amount of Upward Communication

33
Q

As the organization hierarchy become more complex and more levels are added, higher levels tend to become more distant from customers.

A

Levels of Management

34
Q

Exchange of ideas between an architect and a home buyer

A

Standards gap

35
Q

Misunderstanding between graphic artist and concept manager

A

Standards gap

36
Q

Factors Influencing Standards Gap

A

• Management does not believe it can or should meet customer requirements for service
• Management’s commitment to the delivery of service quality – corporate leadership may set other priorities that interfere with setting standards that lead to good service
• There is no culture for service quality and management genuinely understand the issues involved
• Management feels hampered by insufficient methods of measuring quality or by converting those measurements into standards
• Some owners or managers feel that quality measurement is not worth the effort

37
Q

If the home builder does not follow the standards set by the architect’s blueprints, a __________ is created

A

Delivery Gap

38
Q

If a restaurant’s waitstaff does not execute the standards developed in their training manual, a service delivery gap is formed

A

Delivery gap

39
Q

Factors Influencing Delivery Gap

A

• Employee’s willingness to perform the service
• Employee Job Fit
• Role Conflict
• Role Ambiguity
• Dispersion of control

40
Q

It is difficult to keep employees work at their full potential all the time

A

Employee’s willingness to perform the service

41
Q

Employee is not qualified for the job

A

Employee Job Fit

42
Q

employees become frustrated, gradually lose commitment

A

Role Conflict

43
Q

Happens when employees do not understand the roles of their jobs or what their jobs are intended to accomplish

A

Role Ambiguity

44
Q

employees cannot be flexible in service delivery

A

Dispersion of control

45
Q

A customer who orders wine, only to be told it is out of stock

A

Communication Gap

46
Q

A customer orders online and promised a delivery of 3 days, however two weeks have passed and still there is no delivery due to some issues

A

Communication gap

47
Q

Factors Influencing Communication Gap

A

Propensity of Firm to Over Promise
Flow of Horizontal Communication within the firm

48
Q

occurs in highly competitive business environments as firms try to outdo one another in the name of recruiting new customers

A

Propensity of Firm to Over Promise

49
Q

A lack of horizontal communication places an unsuspecting service provider in an awkward position when a customer requests for the service promised and the provider has no idea what the customer is talking about –oftenly, communications are developed from head office but are failed to be decentralized to regional offices or local operations in the field

A

Flow of Horizontal Communication within the firm

50
Q

a function of the knowledge, standards, delivery, and communication gaps, and responds accordingly in the combined direction of the four gaps

A

Service Marketing

51
Q

Offers a means of achieving success among competing firms that offer similar products.

A

Service Quality

52
Q

¬The potential benefits associated with service quality include:

A

Increase in Market Share
Repeat purchases, and
Improved Profitability

53
Q

Valarie Zeithaml, Leonard Berry, and A. Parasuraman’ s developed a research instrument called _______ to measure customer’s satisfaction

A

SERVQUAL

Service Marketing (3 decks)

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