Ch 10

Question 1

Unique characteristics affecting service

Answer 1

intangible, inventory, inseparable, inconsistent

Question 2

Service

Answer 2

Any tangible offering that involves an act, performance, or effort that cannot be physically possessed

Question 3

Intangible

Answer 3

Cannot be touched, tasted or seen

cannot be shown directly to customers which makes it difficult to promote

Question 4

Inseparable Production & Consumption

Answer 4

Services are produced and consumed at the same time; services and consumption are inseparable

Little opportunity to test a service before use

Question 5

Inconsistent

Answer 5

The more humans needed for a service, the more likely the service’s quality will be inconsistent

Question 6

Inventory

Answer 6

Since services are perishable, they cannot be held in inventory or stored for use in the future

Question 7

Service Gaps

Answer 7

Knowledge Gaps
Standards Gaps
Delivery Gaps
Communication Gaps

Question 8

Knowledge gaps

Answer 8

Difference between customer’s expectations and the firm’s perception of those customer expectations

• understand customer expectations, evaluate service quality, zone of tolerance

Question 9

Knowledge gap - Evaluating service quality by using well-established marketing metrics

Answer 9

reliability, responsiveness, assurance, empathy, tangibles

Question 10

Reliability

Answer 10

The ability to perform the service dependably and accurately

Question 11

Responsiveness

Answer 11

The willingness to help customers and provide prompt service

Question 12

Assurance

Answer 12

The knowledge of and courtesy by employees and their ability to convey trust and confidence

Question 13

Empathy

Answer 13

The caring, individualized attention provided to customers

Question 14

Tangibles

Answer 14

The appearance of physical facilities, equipment, personnel, and communication materials

Question 15

Standards Gap

Answer 15

the difference between the firm’s perceptions of customers’ expectations and the service standards it sets

narrow the gap by setting appropriate service standards and measuring service performance, Achieving service goals through training

Question 16

Delivery Gap

Answer 16

Difference between firm’s service standards and the actual service it provides to customers

Gap can be closed by getting employees to meet or exceed service standards

Question 17

Methods to reduce delivery gaps

Answer 17

Empowering service providers
Providing support and incentives
Using technology

Question 18

Communication Gap

Answer 18

the difference between actual service provided to customers and the service that the firm’s promotion program promises

Can close gap if they are more realistic about the services they can provide and manage customer expectations effectively

Question 19

service recovery

Answer 19

Listening to the customer
Finding A Fair Solution
Resolving Problems Quickly