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Services Marketing > Week 3: Chapter 2 & 3 > Flashcards

Week 3: Chapter 2 & 3 Flashcards

1
Q

What does the three stage model include?

A
  1. Pre-purchase Stage
  2. Service Encounter Stage
  3. Post-purchanse Stage
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2
Q

Pre-purchase: Decision to buy or use a service is triggered by?

A

‘need arousal’

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3
Q

Pre-purchase: What triggers need?

A
  1. Unconscious minds(personal identity and aspirations)
  2. Physical condition (hunger)
  3. External sources (service firm’s marketing activities)
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4
Q

Pre-purchase: Information search stages

A

“Top of mind”

  1. Awareness Set (all the brands in the awareness)
  2. Brands not recalled
  3. Evoked Set (brands recalled)
  4. Consideration set (brands considered)
  5. Brands not considered
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5
Q

What are the Pre-purchase perceived risks? (7)

A
  1. Functional Risk
  2. Financial Risk
  3. Temporal Risk
  4. Physical Risk
  5. Psychological Risk
  6. Social Risk
  7. Sensory Risk
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6
Q

Pre-Purchase: Functional Risk

A 
Unsatisfactory Performance
(How do I know they will service my car correctly?)
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7
Q

Pre-Purchase: Financial Risk

A

Monetary loss or unexpected extra costs

I didn’t realise id need to make in-app purchases to play this online game?

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8
Q

Pre-Purchase: Temporal Risk

A

Wasting time, delays

How long will I be waiting in the queue?

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9
Q

Pre-Purchase: Physical Risk

A

Personal injury, damage to possessions

Will the carwash damage my vehicle

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10
Q

Pre-Purchase: Psychological Risk

A

Personal fears, negative emotions

What if I say something wrong in the tutorial

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11
Q

Pre-Purchase: Social Risk

A

How will others think and react

What if no-one ‘likes’ my Facebook page

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12
Q

Pre-Purchase: Sensory Risk

A

Unwanted impacts on the 5 senses

What is the hotel room I book is next to a noisy road

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13
Q

Pre-purchase: Perceived risk minimisations? (6)

A
  • Seeking information from respected personal sources
  • Using internet to compare service offerings and search for independent reviews and ratings
  • Relying on a firm that has a good reputation
  • Looking for guarantees and warranties
  • Visiting service facilities or trying aspects of services before purchasing
  • Asking knowledgeable employees about competing services
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14
Q

Pre-purchase: List of responses to managing consumers perceptions of risk

A
  • Free trial
  • Advertise
  • Display credentials
  • Use evidence management
  • Offer guarantees
  • Encourage visit to service facility
  • Give customers online access about order status
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15
Q

How to customers evaluate services?

A

Customers evaluate services by comparing what they expect against what they perceive

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16
Q

How do expectations vary?

A

Expectations of good service varies between service industries , as well as positioning in the same industry

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17
Q

Pre-purchase: Define Desired Service Level

A

Wished-for level of service

18
Q

Pre-purchase: Define Zone of Tolerance

A

Acceptable range of variations in services

19
Q

Pre-purchase: Define Adequate Service Level

A

Minimum acceptable level of service

20
Q

Pre-purchase: Define Predicted Service Level

A

Service level that customers believes firms will actually deliver

21
Q

Pre-purchase: Purchase Decision. When is the best option selected?

A

When possible alternatives have been compared and evaluated, the best option is selected

22
Q

When is a decision simple?

A

A decision is simple if perceived risks are low and alternatives are clear

23
Q

Pre-Purchase stage comprises:

A
  • New awareness
  • Information search
  • Evaluation of alternative
  • purchase decision
24
Q

Service Encounter: Contact Level. Define Intangible dominant

A

Emphasizers encounters with service personal

25
Q

Service Encounter: Contact Level. Define Tangible Dominant

A

Emphasizers encounters with physical service elements

26
Q

Service Encounter: Theatre Metaphor Stages

A

Service Facilities
- Stage on which drama unfolds
- This may changes from one act to another
Personnel
- Front stage personnel are like members of a cast
- Backstage personnel are production team
Roles
- Like actors, employees have roles to play and behave in specific ways
Scripts
- Specifies the sequences of behaviour for customers and employees

27
Q

The Sevuction System

A

The sevustion system depicts the visible frontage and invisible backstage.
Customer-to-customer interactions occur in the visible frontstage.

28
Q

Post-purchase stage: satisfaction

A
  • Satisfaction is a post-purchase evaluation of the overall service experience.
  • Customers have expectations prior to consumption, observe service performance, compare it to expectations
  • It is emotive and cognitive
29
Q

Post-Purchase: (Dis)satisfaction

A
  • Service performance that does not match specifications
  • Not living up to the levels of performance promised and promoted
  • Not knowing wha the customers expect
  • Management specifying service standards that do not accurately reflect customers expectations
30
Q

Post-purchase: Beyond Satisfaction. Delight is a function of 3 components

A
  1. Unexpectdedly high levels of performance
  2. Arousal (Surprise, excitement)
  3. Positive affect (Pleasure, joy, or happiness)

Delight = raised expectations (ratchet effect)

31
Q

Why does customer satisfaction matter?

A
  • Insulates customers from competition
  • Create sustainable advantage
  • Reduces failure costs
  • Lowers costs of attracting new customers
    Enhances/promotes positive word-of-mouth
  • Encourages repeat patronage and loyalty
32
Q

What does loyalty =

A

Sustained viability of service

33
Q

Strategies for services

A

Wide service offerings + few markets served = market focused

Wide service offerings + many markets served = unfocused (everything for everyone)

Narrow service offerings + few markets served = Fully focused (service and market focused)

Narrow service offerings + Many markets served = Service Focused

34
Q

What is market segment?

A

A market segment is composed of a group of buyers sharing common characteristics, needs, purchasing behaviour, and consumption patterns

35
Q

Target segments should be selected with references to?

A
  • Firm’s ability to match or exceed competing offerings directed at the same segment
  • Not just profit potential
36
Q

Determinant attributes

A

Determinant attributes determine buyers’ choices between competing alternatives

37
Q

marketing positioning strategy: Market Analysis?

A
  • size
  • composition
  • location
  • threats
38
Q

marketing positioning strategy: Internal analysis

A
  • resources
  • reputation
  • constraints
  • values
39
Q

marketing positioning strategy: Competitive analysis

A
  • Strengths
  • weaknesses
  • current positioning
40
Q

To develop a marketing positioning strategy, you need?

A
  1. Market analysis
  2. Internal analysis
  3. Competitor analysis

Services Marketing (3 decks)

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