Week 2 service marketing Flashcards
happens once a need has been recognized, and
customers are motivated to search for solutions to satisfy that need.
Information search
several alternatives that come and form in our mind can be
derived from past experiences or external sources such as social media, online reviews, online searches,
Evoked set
a narrowed down few alternatives to seriously consider.
Consideration set
holds that consumers use service attributes that are
important in evaluating and comparing alternative offerings
help to better understand the formation process of
customer satisfaction.
Multi-attribute Model
This is done by multiplying the score for the dry
cleaner on each attribute by the importance
weight.
Linear compensatory rule
the consumer will decide based on the total overall score in conjunction with minimum performance levels on one or
several attributes.
Conjunctive rule
they are tangible characteristics that
customers can evaluate before purchase.
Search attributes
they cannot be evaluated before purchase. Customers must
“experience” the service before they can assess
attributes such as reliability,
Experience attributes
are characteristics that customers
find hard to evaluate even after
consumption.
Credence Attributes
refers to the customer’s perception of the risks associated
with any purchase.
Perceived Risk
are formed during the search and decision-making process,
through a customer’s search and evaluation of information and alternatives.
Expectations
The type of service customers hope to receive is termed
desired service. It’s a “wished for” level
Desired service.
The minimum level of service customers will accept
without being dissatisfied.
Adequate service.
This is the level of service that customers actually
anticipate to receive.
Predicted service.
The extent to which customers are willing to accept this
variation
Zone of tolerance.
happens after consumers have evaluated possible
alternatives by
is the outcome of the pre-purchase stage based largely on
expectations
Purchase Decision
is when the customer interacts directly with
the service firm.
The service encounter stage
It is when the relationship between
the customer and the firm is at
stake.
MOMENT OF TRUTH
means there is direct contact between customers and the
firm throughout the entire service delivery.
High-Contact Services
involve little, physical contact if any, between
customers and service providers. Instead, contact takes place at arm’s length through electronic or physical distribution channels.
Low-Contact Services
where inputs are processed and the elements of the service product are created.
is typically back-stage and invisible to the customer.
Technical core
where the final “assembly” takes place and the
product is delivered to the customer.
Service delivery system
can be used as a metaphor for service delivery, and firms can view
their service as “staging” a performance
Theater
is the opposite of customer loyalty. which is used to describe
customers who drop off a company’s radar screen and transfer their loyalty to another supplier.
Defection
is a customer’s willingness to continue patronizing a firm over the
long-term, preferably on an exclusive basis, and recommending the firm’s products to friends and associates.
Loyalty
is the last stage of service consumption is the which
involves consumers’ attitudinal and behavioral responses to the service experience.
customers evaluate the service performance and compare it to their prior expectations.
Post-encounter stage
is defined as a high standard of performance that consistently meets or exceeds customer expectations.
Excellent service quality
which is transaction specific and refers to a single service experience.
Customer satisfaction
refers to relatively stable attitudes
and beliefs about a firm.
is a consumer’s belief and attitude
about the general performance of a firm.
Service quality
was developed to measure service quality mostly in a face-to-
face service encounter context.
SERVQUAL
