Services and Relationship Marketing

Question 1

What are service processes

Answer 1

A series of actions that lead to a predetermined outcome. There are four kinds of service processes, people, ; posession; mental stimulus and information processing

Question 2

What is a service encounter

Answer 2

The time customers are in direct contact with the service

Question 3

What are the characteristics of a service

Answer 3

intangibility, perishability, variability, inseparability from provider and lack of possession-ownership. They are often also surrounded by intrinsic and extrinsic cues that indicate their value

Question 4

What is the difference between high and low contact services

Answer 4

For high contact they remain within the facility for the entire duration of the service, medium level contact requires only partail precence and low level contact requires little to no level of precence from the buyer.

Question 5

Explain people processing

Answer 5

When the customer is physically present and immersed within the service process

Question 6

Explain possession processing

Answer 6

Take an item to the service provider or invite them to do some work using your prooperty

Question 7

Explain mental stimulus processing

Answer 7

Shaping attitudes, mental ability or behavior f.ex education, entertainment, news and advice

Question 8

Explain information processing

Answer 8

Analyzing data using man and machine

Question 9

What properties of a service can a customer evaluate and to what extent

Answer 9

A customer can evaluate search properties before they get served, they can only evaluate the experience properties after they have been served and credence properties only lend them selves to evaluation with great difficulty after service.

Question 10

Explain external, interactive and internal marketing using a restaurant

Answer 10

External marketing relates to the stuff that makes customers attracted to the offering (nice entrance, cool menu etc)- Interactive marketing concerns the relationship between the staff and the customer (how well they are able to serve) and internal marketing requires offering a good experience to staff

Question 11

What is service quality

Answer 11

When the service lives up to expectation

Question 12

Name three approaches to service measurement

Answer 12

Performance measures (ask them to rank), dis-confirmation (SERVQUAL) and importance performance (IPA)

Question 13

What is SERVQUAL

Answer 13

A disconfirmation model that measures 5 types of gaps between customer expectations and reality. It measures this using a 22 question questionere

Question 14

What are the five dimensions of service quality according to the servqual model

Answer 14

reliability, responsiveness (ability and willingness of staff to provide), assurance, empathy and tangibles

Question 15

Explain the five gaps in SERVQUAL

Answer 15

1 gap between managers and customer expecatitions. 2 gap between manager perception and actual acchived performance standard. 3 gap between set standard and actual delivery. 4 gap between gap between performed quality and outeside communicaations. 5 gap between customer expectations and actual service

Question 16

What are the pros of keeping a good relationship with suppliers and cutomers

Answer 16

God pals might pay more and you skip costly sitches and get free promotion. It is sed that 5% larger customer retention can give 60% higher profits

Question 17

What are the three stages in the customer relation life cycle

Answer 17

acquisition, development and retention, at the end there is also decline and elimination

Question 18

What are the three dimensions of customer relationship intensity

Answer 18

Psychological like trust and commitment, behavoral like communication and ways of uurchase and lastly economic intensity like customer profit

Question 19

What is the difference between networks and alliances in business

Answer 19

Alliances is when organizations seek mutual collaboration that is beneficial. They may share costs, customers, information and branding. An alliance becomes a network when each party contributes with separate competences

Question 20

What is experience quality

Answer 20

The customers emotional perception of the service, not measured by SERVQUAL

Question 21

How can you improve customer engagement

Answer 21

Amplificative tools that increase the prescence of the brand within the customers networks f.ex share buttons. Connective tools that help link the customers to other customers or the brand f.ex social media follows, newsletters and virtual communities. Feedback tools to let them improve the service and finally creative tools to facilitate co creation.