test 3

Question 1

Service culture according to Christina Gronroos?

Answer 1

A culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers, is considered a natural way of life and one of the most important norms by everyone in the organization.”

Question 2

Critical importance of service employees? (4)

Answer 2

They are Brand Marketers
The organization in customers eyes
The service

Question 3

Services marketing triangle

Answer 3

internal marketing (enabling the promise) external marketing (making the promise) interactive marketing (delivering the promise)

Organizations are constantly trying to align the 3 parts of the triangle

Question 4

Enabling promising

Answer 4

This involves hiring the right people, proper training, support systems, rewards and incentives

Question 5

making the promise

Answer 5

understanding customer needs, managing expectations, sales and promotion, advertising

Question 6

Keeping the promise

Answer 6

Customer interactions with sub contractors or business partners, face to face or telephone interactions

Question 7

What are the two ways to use the service marketing triangle?

Answer 7

Overall assessment and service implementation strategy

Question 8

Effect of employee behaviors on service quality dimensions

Answer 8

Frontline employees directly influence customer perceptions of everything because there is such disrecpancy from employee to employee

Question 9

Who are boundary spanners?

Answer 9

Frontline service employees. This is a high stress position.

Question 10

Traditional organization chart vs Customer oriented organization chart

Answer 10

Traditional is when front line employees are who interact with customers, followed by supervisor and then manager. Customer oriented is the other way around

Question 11

Empowerment trade offs

Answer 11

Pros: Employees feel better about themselves and usually offer much better service
Cons: High labor costs, training costs, employees might make bad decisions

Question 12

How do consumers widen the service performance gap?

Answer 12

Not knowing their roles, lack of understanding role, no rewards for good performance, interfering with other customers

Question 13

How do customers detract other customers

Answer 13

disruptive behaviors, over crowding, incompatible needs, overly demanding

Question 14

How customers can enhance others experience

Answer 14

Warm presence, socialization,

Question 15

3 major roles played by customers in service delivery

Answer 15

Productive resources, Contributors to service quality, Competitors

Question 16

Strategies for enhancing customer participation (3)

Answer 16

Define customer roles, Recruit educate and reward customers, Manage the customer mix

Question 17

How to manage the customer mix

Answer 17

Assess compatibility of segments. Isolate the incompatible segments and enhance the compatible segments

Question 18

Impacts of excess demand

Answer 18

Some customers may be turned away. Some customers who are getting attention may feel that they have not been provided full attention because employee is worried about people in line (Professors example of when a line piles up in his office)

Question 19

When demand exceeds optimum capacity

Answer 19

no one will be turned away, but the quality may suffer

Question 20

When demand and supply operate at optimum level

Answer 20

Staff and facilities are at ideal level..customers can receive full treatment and no one is over worked

Question 21

When demand is below optimum capacity

Answer 21

Resources are underutilized and customers usually get a lot of attention. This can be bad if the experience relies on others to be there

Question 22

Constraints on capacity

Answer 22

Most sporting and entertainment venues have the same optimum and maximum capacity

Question 23

Stratagies for when demand is too high

Answer 23

communicate busy times to customers, offer incentives to non peak hours, take care of loyal and high need customers first

Question 24

Strategies for when demand is to low

Answer 24

Educate about non peak times, differenciate on price, vary the service offering

Question 25

Yield management

Answer 25

attempts to allocate the fixed capacity of a service provider to match the potential demand in various market segments so as to maximize revenue or yield.

Question 26

Yield equation

Answer 26

Actual Revenue/ Potential revenue

Question 27

3 waiting line configurations

Answer 27

single queue, multi queue, take a number