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finance > Services Marketing > Flashcards

Services Marketing Flashcards

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1
Q

Inadequate Marketing Research Orientation

A

Provider Gap 1: Not Knowing what customers expect

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2
Q

inadequate use of marketing research

A

Provider Gap 1: Not Knowing what customer expect

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3
Q

insufficient relationship focus

A

Provider Gap 1: Not knowing what customers expect

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4
Q

lack of upward communication

A

Provider Gap 1: Not Knowing what customers expect

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5
Q

Lack of relationship marketing

A

Provider Gap 1: Not knowing what customers expect

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6
Q

Poor service Design

A

Provider Gap 2: Not selecting the right quality Design and Standards

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7
Q

Absence of customer-driven standards

A

Provider gap 2: Not selecting the right quality design and standards

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8
Q

Inappropriate physical evidence and service shape

A

Provider gap 2: not selecting the right quality design and standards

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9
Q

Deficiencies in HR policies

A

Provider gap 3: not delivering the service design and standards

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10
Q

Customers who do not fulfill their roles

A

Provider gap 3: not delivering the service design and standards

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11
Q

problems with service intermediaries

A

Provider gap 3: not delivering the service design and standards

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12
Q

Failure to match supply and demand

A

Provider gap 3: not delivering the service design and standards

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13
Q

Inadequate service recovery

A

Provider Gap 3: not delivering the service design and standards

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14
Q

Lack of integrated marketing communications

A

Provider Gap 4: not matching performance to promises

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15
Q

Ineffective management of customer expectations

A

Provider Gap 4: not matching performance to promises

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16
Q

over-promising

A

Provider Gap 4: not matching performance to promises

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17
Q

Inadequate horizontal communication

A

Provider Gap 4: not matching performance to promises

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18
Q

transactional expectations

A

Looking for a solution for an acceptable price

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19
Q

Active relation expectation

A

looking for opportunities to interact with the company for additional value

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20
Q

passive relation expectation

A

looking for knowledge that they could easily contact the service provider if needed

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21
Q

(Customer Pyramid) Plat tier

A

Most profitable customers, heavy users of the product, and not overly price-sensitive

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22
Q

(Customer Pyramid) Gold tier

A

Profitability is not as high, and are more price-sensitive and not as loyal

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23
Q

(Customer Pyramid) Iron tier

A

Essential to the firm to provide the volume to utilize firm’s capacity, but spending, loyalty, and profitability are not enough for special treatment

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24
Q

(Customer Pyramid) Lead tier

A

Cost the company money, demand lots of attention

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25
Q

(1) Building a service blueprint

A

identify the process to be blueprinted

26
Q

(2) Building a service blueprint

A

identify the customer (segment

27
Q

(3) building a service blueprint

A

Map the process from customers’ viewpoint

28
Q

(4) building a service blueprint

A

map contact employees’ actions on stage and backstage and technological actions

29
Q

(5) building a service blueprint

A

link contact activities to needed support functions

30
Q

(6) building a service blueprint

A

add evidence at service at each customer step

31
Q

Service recovery dimension 1

A

Responsiveness: the ability of e-tailer to provide appropriate information to customers when a problem occurs, to have mechanisms for handling returns, and to provide online guarantees

32
Q

Service recovery dimension 2

A

Compensation: the degree to which customers are to receive money lack and are reimbursed for shipping and handling costs

33
Q

Service recovery dimension 3

A

contact: the availability of live customer service agents online or by telephone

34
Q

Services category 1

A

services directed at people’s bodies (Transport, healthcare, spa)

35
Q

Services Category 2

A

Services directed at people’s tangible possessions (Car repair)

36
Q

Services category 3

A

Services directed at people’s minds (Education, entertainment, psychotherapy)

37
Q

Services category 4

A

Services directed at people’s intangible possessions(Banking, insurance, accountancy)

38
Q

Evaluation processes between goods and services 1

A

search qualities: Attributes a consumer can determine before purchasing a product

39
Q

Evaluation processes between goods and services 2

A

Experience qualities: Attributes that are found out after of purchase (Vacations, Restaurants)

40
Q

Evaluation processes between goods and services 3

A

Credence qualities: attributes that may be impossible to evaluate because of insufficient knowledge (Brake replacements, medical diagnoses)

41
Q

Service encounter 1

A

Remote encounters: ATM system, car park management company, ordering at a retailer’s website

42
Q

Service encounter 2

A

telephone encounters: tone of voice, employee knowledge and effectiveness/ efficiency in handling customer issues are important

43
Q

Service encounter 3

A

Face-to-face encounters: food and beverage servers, interaction with salespeople, and delivery personnel.

44
Q

Service encounter theme 1

A

Recovery: a failure of service is delivered, and someone is required to respond.

45
Q

Service encounter theme 2

A

Adaptability: how adaptable is the service provider towards special needs or requests

46
Q

Service encounter theme 3

A

Spontaneity: satisfying incidents in this case can be special attention or receiving something nice but not requested

47
Q

Service encounter theme 4

A

Coping: when the customer is unwilling to cooperate, there is nothing the employee can do that leads to a satisfied customer.

48
Q

Service characteristics 1

A

Intangible

49
Q

Service characteristics 2

A

heterogeneous

50
Q

Service Characteristics 3

A

Inseparability

51
Q

service characteristics 4

A

perishable

52
Q

Service quality 1

A

Reliability

53
Q

Service quality 2

A

responsiveness

54
Q

Service quality 3

A

Assurance

55
Q

Service quality 4

A

Empathy

56
Q

Service quality 5

A

tangibles

57
Q

Identifies the organizations service needs

A

initiator

58
Q

collects and controls information about the purchase

A

gatekeeper

59
Q

determines what service to purchase

A

decider

60
Q

physically acquires the service

A

buyer

61
Q

consumes the service, may or may not have influence over the purchase decision.

A

user

finance (9 decks)

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