Services Marketing Flashcards
Inadequate Marketing Research Orientation
Provider Gap 1: Not Knowing what customers expect
inadequate use of marketing research
Provider Gap 1: Not Knowing what customer expect
insufficient relationship focus
Provider Gap 1: Not knowing what customers expect
lack of upward communication
Provider Gap 1: Not Knowing what customers expect
Lack of relationship marketing
Provider Gap 1: Not knowing what customers expect
Poor service Design
Provider Gap 2: Not selecting the right quality Design and Standards
Absence of customer-driven standards
Provider gap 2: Not selecting the right quality design and standards
Inappropriate physical evidence and service shape
Provider gap 2: not selecting the right quality design and standards
Deficiencies in HR policies
Provider gap 3: not delivering the service design and standards
Customers who do not fulfill their roles
Provider gap 3: not delivering the service design and standards
problems with service intermediaries
Provider gap 3: not delivering the service design and standards
Failure to match supply and demand
Provider gap 3: not delivering the service design and standards
Inadequate service recovery
Provider Gap 3: not delivering the service design and standards
Lack of integrated marketing communications
Provider Gap 4: not matching performance to promises
Ineffective management of customer expectations
Provider Gap 4: not matching performance to promises
over-promising
Provider Gap 4: not matching performance to promises
Inadequate horizontal communication
Provider Gap 4: not matching performance to promises
transactional expectations
Looking for a solution for an acceptable price
Active relation expectation
looking for opportunities to interact with the company for additional value
passive relation expectation
looking for knowledge that they could easily contact the service provider if needed
(Customer Pyramid) Plat tier
Most profitable customers, heavy users of the product, and not overly price-sensitive
(Customer Pyramid) Gold tier
Profitability is not as high, and are more price-sensitive and not as loyal
(Customer Pyramid) Iron tier
Essential to the firm to provide the volume to utilize firm’s capacity, but spending, loyalty, and profitability are not enough for special treatment
(Customer Pyramid) Lead tier
Cost the company money, demand lots of attention
(1) Building a service blueprint
identify the process to be blueprinted
(2) Building a service blueprint
identify the customer (segment
(3) building a service blueprint
Map the process from customers’ viewpoint
(4) building a service blueprint
map contact employees’ actions on stage and backstage and technological actions
(5) building a service blueprint
link contact activities to needed support functions
(6) building a service blueprint
add evidence at service at each customer step
Service recovery dimension 1
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
Service recovery dimension 2
Compensation: the degree to which customers are to receive money lack and are reimbursed for shipping and handling costs
Service recovery dimension 3
contact: the availability of live customer service agents online or by telephone
Services category 1
services directed at people’s bodies (Transport, healthcare, spa)
Services Category 2
Services directed at people’s tangible possessions (Car repair)
Services category 3
Services directed at people’s minds (Education, entertainment, psychotherapy)
Services category 4
Services directed at people’s intangible possessions(Banking, insurance, accountancy)
Evaluation processes between goods and services 1
search qualities: Attributes a consumer can determine before purchasing a product
Evaluation processes between goods and services 2
Experience qualities: Attributes that are found out after of purchase (Vacations, Restaurants)
Evaluation processes between goods and services 3
Credence qualities: attributes that may be impossible to evaluate because of insufficient knowledge (Brake replacements, medical diagnoses)
Service encounter 1
Remote encounters: ATM system, car park management company, ordering at a retailer’s website
Service encounter 2
telephone encounters: tone of voice, employee knowledge and effectiveness/ efficiency in handling customer issues are important
Service encounter 3
Face-to-face encounters: food and beverage servers, interaction with salespeople, and delivery personnel.
Service encounter theme 1
Recovery: a failure of service is delivered, and someone is required to respond.
Service encounter theme 2
Adaptability: how adaptable is the service provider towards special needs or requests
Service encounter theme 3
Spontaneity: satisfying incidents in this case can be special attention or receiving something nice but not requested
Service encounter theme 4
Coping: when the customer is unwilling to cooperate, there is nothing the employee can do that leads to a satisfied customer.
Service characteristics 1
Intangible
Service characteristics 2
heterogeneous
Service Characteristics 3
Inseparability
service characteristics 4
perishable
Service quality 1
Reliability
Service quality 2
responsiveness
Service quality 3
Assurance
Service quality 4
Empathy
Service quality 5
tangibles
Identifies the organizations service needs
initiator
collects and controls information about the purchase
gatekeeper
determines what service to purchase
decider
physically acquires the service
buyer
consumes the service, may or may not have influence over the purchase decision.
user
