Services Flashcards
What are the 3 Ps of service?
- people: employees, management, culture, customer service
- process: especially relevant to service industries, how are services consumed?
- physical evidence: smart, rundown, interface, facilities, comfort
What are the four characteristics of a service?
- intangibility
- perishability
- heterogeneity
- inseparability
What are some marketing responses to intangibility?
- provide tangibility through appearance of the facility
- employee uniforms
- logo
- website
- advertising
What are some marketing responses to perishability?
- adjusting price to demand
- adjusting services to match demand (capacity management)
What are some marketing responses to variability?
- institute TQM
- offer service guarantees
- conduct gap analyses
What are some marketing responses to inseparability?
- train employees about successful service encounters
- explore means of disintermediation
What are the three types of services?
- people processing (low possibility of standardization)
- possession processing (medium)
- information based services (high)
What are some characteristics of E businesses and services?
- rapid development of new services
- low marginal costs of service delivery
- high degree of outsourcing
- continuous improvement of e-services
- transparent service feedback
What are the three service classifications?
- goods dominated products
- equipment/facility based services
- people based services
What is servicescape
- a way service becomes tangible
- the actual physical facility where the service is performed, delivered, and consumed
- growing importance of websites (searchability, attractivity, etc.)
- SEO
What are the three service quality attributes?
- search qualities (what they can examine before purchase)
- experience qualities
- credence qualities (things difficult to evaluate even after experience)
What are three ways to measure the quality of a service?
- servqual
- gap analysis
- critical incident technique
What is servqual?
Multiple item scale used to measure service across dimensions of tangibles, reliability, responsiveness, assurance, and empathy
What is a gap analysis?
Marketing research method that measures the difference between a customer’s expectation service quality and what actually occured
What is a critical incident technique?
Marketers use customers complaints to identify critical incidents
What are the three types of service marketing
- internal
- external
- interactive
What is the service profit chain?
internal service quality > satisfied and productive employees > greater service value > satisfied and loyal customer > healthy service profits and growth
How do you manage service differentiation?
- providing different services than competition
- cheaper price is important in low differentiated markets
- better customer contact
- brand image
How do you manage service productivity?
- need for continuous increase of productivity due to rapidly rising costs
- industrialization of the service by adding equipment and standardizing production
- don’t push productivity too much or quality of service will drop
