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Chapter 2 Terms Flashcards

1
Q

Need Awareness, Information Search, Evaluation of Alternatives

are example of what stage?

A

Pre-Purchase Stage

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2
Q

_____________________ is the beginning of the pre-purchase stage

A

Need Awareness

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3
Q

____________________(e.g., personal identity and aspirations).

A

People’s unconscious minds

NEED AWARENESS

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4
Q

_____________________ (e.g., hunger that drove you to Burger King).

A

Physical conditions

NEED AWARENESS

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5
Q

________________ (e.g., social media or a service firm’s marketing activities)

A

External sources

NEED AWARENESS

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6
Q

___________________ happens once a need has been recognized, and customers are motivated to search for solutions to satisfy that need.

A

Information search

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7
Q

_______________ 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, advertising, retail displays, news stories, and recommendations from service personnel, friends, and family.

A

Evoked set

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8
Q
  • a narrowed down few alternatives to seriously consider.
A

Consideration set

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9
Q

During the search process, consumers also learn about service attributes they should consider and form expectations of how firms in the ____________________ perform on those attribute

A

Consideration set

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10
Q

holds that consumers use service attributes that are important in evaluating and comparing alternative offerings in their consideration set.

A

Multi-attribute Model

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11
Q

Each attribute has an importance weight. A higher weight means the attribute is more important.

A

Multi-attribute Model

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12
Q

____________________ help to better understand the formation process of customer satisfaction.

A

Multi-attribute models

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13
Q

Specifically, they help managers identify specific attributes with strong impacts on overall satisfaction, which is especially important if customers are satisfied with some attributes but dissatisfied with other.

A

Multi-attribute models

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14
Q

Understanding this helps managers to cement the strengths of the firm’s services and to focus improvement efforts on where it matters most.

A

Multi-attribute models

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15
Q

This is done by multiplying the score for the dry cleaner on each attribute by the importance weight.

A

Linear compensatory rule

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16
Q

The scores are then added up. If you do this computation for all three alternatives, you will get a total score for the current dry cleaner of 7.7, the campus dry cleaner of 9.2, and 9.0 for the new dry cleaner. Therefore, the choice would be the on-campus dry cleaner

A

Linear compensatory rule

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17
Q

the consumer will decide based on the total overall score in __________ minimum performance levels on one or several attributes.

For example, you may only consider a dry cleaner that scores a minimum of 9 on location convenience as you do not want to carry your dry cleaning over longer distances.

A

Conjunctive rule

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18
Q

In that case, the choice is between the current and the new dry cleaner in your neighborhood. You will pick the new dry cleaner of the two as it has the higher overall score. If none of the brands meet all the cutoffs in a ___________________, then you may delay making a choice, change the decision rule, or modify the cutoffs.

A

conjunctive model

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19
Q

INFLUENCE THE CUSTOMER’S
DECISION-MAKING PROCESS

First, firms need to ensure that their service is in the _____________, as without being considered, a firm cannot be chosen! This can be done through advertising or viral marketing

A

consideration set

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20
Q

INFLUENCE THE CUSTOMER’S
DECISION-MAKING PROCESS

Next, firms can change and correct ______________________ (e.g., if a clinic has superior performance on personalized and special care offered by their doctors but customers do not see this, it can focus its communications on correcting customer perceptions).

A

consumer perceptions

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21
Q

INFLUENCE THE CUSTOMER’S
DECISION-MAKING PROCESS

They can also ________ importance weights (e.g., communicate messages that increase weights of attributes the firm excels in, and de-emphasize those the firm is not so strong at)

A

shift

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22
Q

INFLUENCE THE CUSTOMER’S
DECISION-MAKING PROCESS

Firms can even introduce new ____________

A

attributes

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23
Q

INFLUENCE THE CUSTOMER’S
DECISION-MAKING PROCESS

The objective is to shape the target customers’ decision-making so that they make the “_____________ that is, choose the firm’s service offering

A

right” choice

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24
Q

they are tangible characteristics that customers can evaluate before purchase. It helps the customers evaluate the product before purchase.

A

Search attributes

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25
For example, _______________________ for a restaurant include type of food, location, type of restaurant (e.g., fine dining, casual or family-friendly), and price. Color Material size price
Search attributes
26
they cannot be evaluated before purchase. Customers must “experience” the service before they can assess attributes such as reliability, ease-of use, and customer support.
Experience attributes
27
Ex. In a restaurant you won’t know how much you actually like the food, the service provided by your waiter, and the atmosphere in the restaurant until you are actually using the Service Live entertainment performances Many medical procedures all have high experience attributes. Hiking
Experience attributes
28
are characteristics that customers find hard to evaluate even after consumption. Here, the customer is forced to believe or trust that certain tasks have been performed at the promised level of quality.
Credence Attributes
29
Ex. In a restaurant _____________________ include the hygiene conditions in the kitchen, the nutritional quality and the freshness of ingredients used. Coconut oil Olive oil
credence attributes
30
You had not tried coloring your hair before and were uncertain how it would turn out. Hence, when the hairstylist suggested to lighten your hair color, you declined. Your uncertainty increased your ____________________.
PERCEIVED RISK
31
is usually greater for services that are high in experience and credence attributes, and first-time users are likely to face greater uncertainty.
PERCEIVED RISK
32
refers to the customer’s perception of the risks associated with any purchase.
PERCEIVED RISK
33
WILL THIS TRAINING COURSE GIVE ME THE SKILLS I NEED TO GET A BETTER JOB? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
A. FUNCTIONAL
34
WILL I LOSE MONEY IF I MAKE THE INVESTMENT RECOMMENDED BY MY STOCKBROKER? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
D. FINANCIAL
35
WILL I HAVE TO WAIT IN LINE FOR A LONG TIME BEFORE I CAN ENTER THE EXHIBITION? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
C. TEMPORAL
36
WILL THERE BE COMPLICATIONS OR SCARS IF I GO FOR THIS COSMETIC SURGERY? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
B. PHYSICAL
37
WILL THIS CREDIT CARD BE ACCEPTED WHEREVER I WANT TO MAKE A PURCHASE? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
A. FUNCTIONAL
38
WILL THE DRY CLEANER BE ABLE TO REMOVE THE STAINS FROM THIS JACKET? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
A. FUNCTIONAL
39
COULD MY CREDIT CARD DETAILS BE STOLEN IF I REGISTER WITH THIS WEBSITE? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
D. FINANCIAL
40
WILL REPAIRING MY CAR COST MORE THAN THE ORIGINAL ESTIMATE? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
D. FINANCIAL
41
WILL SERVICE AT THIS RESTAURANT BE SO SLOW THAT I WILL BE LATE FOR MY AFTERNOON MEETING? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
C. TEMPORAL
42
WILL THE RENOVATIONS TO OUR BATHROOM BE COMPLETED BEFORE OUR FRIENDS COME TO STAY WITH US? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
C. TEMPORAL
43
WILL THE CONTENTS OF THIS PACKAGE GET DAMAGED IN THE MAIL? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
B. PHYSICAL
44
WILL I GET AN UPSET STOMACH IF I EAT AT THIS ROADSIDE STALF? A. FUNCTIONAL B. PHYSICAL C. TEMPORAL D. FINANCIAL
B. PHYSICAL
45
HOW CONSUMERS HANDLE PERCEIVED RISKS: Seeking ____________ from trusted and respected personal sources such as family, friends, and peers.
information
46
HOW CONSUMERS HANDLE PERCEIVED RISKS Using the _________ to compare service offerings, to search for independent reviews and ratings, and to explore discussions on social media.
Internet
47
HOW CONSUMERS HANDLE PERCEIVED RISKS Relying on a firm that has a good ___________. Looking for guarantees and warranties.
reputation
48
HOW CONSUMERS HANDLE PERCEIVED RISKS ____________ service facilities or trying aspects of the service before purchasing, and examining tangible cues or other physical evidence such as the feel and look of the service setting or looking out for awards won by the firm.
Visiting
49
HOW CONSUMERS HANDLE PERCEIVED RISKS Asking ______________ employees about competing services to learn about what to look out for when making this decision
knowledgeable
50
__________ are formed during the search and decision-making process, through a customer’s search and evaluation of information and alternatives.
SERVICE EXPECTATIONS
51
If you do not have any previous experience with the service, you may base your pre-purchase expectations on online searches and reviews, word-of-mouth comments, news stories, or a firm’s marketing efforts.
SERVICE EXPECTATIONS
52
Expectations can even be situation-specific. For example, if it is a peak period, expectations of service delivery timing will be lower than during non-peak periods
SERVICE EXPECTATIONS
53
The type of service customers hope to receive is termed _______________. It’s a “wished for” level — a combination of what customers believe can and should be delivered in the context of their personal needs.
DESIRED SERVICE
54
The minimum level of service customers will accept without being dissatisfied.
Adequate service
55
This is the level of service that customers actually anticipate to receive. _________________ can also be affected by service provider promises, word-of-mouth, and past experience.
Predicted service
56
The extent to which customers are willing to accept this variation
Zone of tolerance
57
happens after consumers have evaluated possible alternatives by, for example, comparing the performance of the important attributes of competing service offerings; assessed the perceived risk associated with each offering; and developed their desired, adequate, and predicted service level expectations, they are ready to select the option they like best.
PURCHASE DECISION
58
is the outcome of the pre-purchase stage based largely on expectations of the likely performance of a service based on important attributes and associated risk perceptions.
PURCHASE DECISION
59
when the customer interacts directly with the service firm. Number of models and frameworks to better understand the consumers’ behavior and experience during the service encounter such as: Moments of truthThe high- or low-contact service Model Servuction model Theater metaphor
SERVICE ENCOUNTER STAGE
60
It is where the perceived quality is realized.
MOMENT OF TRUTH
61
When the service provider and the service customer confront one another.
MOMENT OF TRUTH
62
It is when the relationship between the customer and the firm is at stake.
MOMENT OF TRUTH
63
means there is direct contact between customers and the firm throughout the entire service delivery.
HIGH-CONTACT SERVICES
64
These industries focuses on “processing” people rather than inanimate objects, the marketing challenge is to make the experience appealing for customers in terms of both the physical environment and their interactions with service personnel.
HIGH-CONTACT SERVICES
65
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. Examples: Customers conduct their insurance and banking transactions by mail, telephone, and Internet; Buy a variety of information-based services online (e.g., buy songs from iTunes or download books to their Kindle) rather than from brick-and-mortar stores.
LOW-CONTACT SERVICES
66
shows all the interactions that together make up a typical customer experience in a high-contact service such as - Service environment - Service employees - Other customers who are present during the service encounter. - ___________ is a combination of service and production coined by French researchers Pierre Eiglier and Eric Langeard
Servuction system
67
where inputs are processed and the elements of the service product are created. This ________________ is typically back-stage and invisible to the customer. Examples: Kitchen in a restaurant, stockroom In the theater, the invisible components can be termed “back-stage” or “back office,” while the visible components can be termed “front-stage” or “front office.
TECHNICAL CORE
68
where the final “assembly” takes place and the product is delivered to the customer. This subsystem includes the visible part of the service operations system — buildings, equipment, and personnel — and possibly other customers
Service delivery system
69
can be used as a metaphor for service delivery, and firms can view their service as “staging” a performance with props and actors, and manage them accordingly. The props are the service facilities and equipment.
Theater
70
The actors are the service employees and customer. Each of the actors needs to understand their roles and scripts in order to perform their part of the service well. Firms can make use of the role and script theories to better design, train, communicate, and manage both employee and customer behaviors.
Theater
71
Imagine ___________________ as containing the stage on which the drama unfolds. Some stages have minimal “props,” such as a taxi for instance. In contrast other stages have more elaborate “props,” such as resort hotels with elaborate architecture, luxurious interior design, and lush landscaping.
Service facilities.
72
The front-stage _____________ are like the members of a cast playing roles as actors in a drama supported by a back-stage production team. In some instances, service ___________ are expected to wear special costumes when on stage (such as the fanciful uniforms often worn by hotel doormen (or the more basic brown uniforms worn by UPS drivers). Hotel doorman in a fanciful uniform contributes to the performance staged for the guests
Personnel
73
is a set of behavior patterns learned through experience and communication, to be performed by an individual in a certain social interaction in order to attain maximum effectiveness in goal accomplishment.
ROLE/ ROLE THEORY
74
have also been defined as combinations of social cues or expectations of society that guide behavior in a specific setting or context The satisfaction and productivity of both parties depend on role congruence, or the extent to which each person acts out his or her prescribed role during a service encounter. Employees must perform their roles in accordance to customer expectations or risk dissatisfying customers.
ROLE/ ROLE THEORY
75
Much like a movie script, a service script specifies the sequences of behavior employees and customers are expected to learn and follow during service delivery.
Script Theory
76
Many service dramas are tightly scripted (like the flight attendants’ scripts for economy class), which reduces variability and ensures uniform quality. However, not all services involve tightly scripted performances.
Script Theory
77
_______ tend to be more flexible for providers of highly customized services — designers, educators, consultants — and may vary by situation and by customer
Script SCRIPT THEORY
78
is the last stage of service consumption which involves consumers’ attitudinal and behavioral responses to the service experience
POST-ENCOUNTER STAGE
79
In the _________________, customers evaluate the service performance and compare it to their prior expectations.
POST-ENCOUNTER STAGE
80
Important consumer responses are customer satisfaction, service quality perceptions, repeat purchase, and customer loyalty.
POST-ENCOUNTER STAGE
81
_________________ is a judgment following a series of consumer product interactions. Most customer satisfaction studies are based on the expectancy-disconfirmation model of satisfaction (see Figure ) It Holds that satisfaction judgments formed are based on comparison of expectations with performance perceptions.
SATISFACTION / CUSTOMER SATISFACTION
82
In the model, confirmation or disconfirmation of pre-consumption expectations is the essential determinant of satisfaction.
Customer Satisfaction
83
is defined as a high standard of performance that consistently meets or exceeds customer expectations.
Excellent service quality
84
- which is transaction- specific and refers to a single service experience.
Customer satisfaction
85
refers to relatively stable attitudes and beliefs about a firm. ______________ is a consumer’s belief and attitude about the general performance of a firm. Ex. For instance, you may have been dissatisfied with a particular visit to your favorite Starbucks outlet, but you still think that this café is fantastic and offers great service.
Service quality
86
To measure service quality, Valarie Zeithaml and her colleagues developed a survey instrument called __________.
SERVQUAL
87
is based on the premise that customers evaluate a firm’s service quality by comparing their perceptions of its service with their own expectations.
SERVQUAL
88
was developed to measure service quality mostly in a face-to- face service encounter context.
SERVQUAL
89
is seen as a generic measurement tool that can be applied across a broad spectrum of service industries. In its basic form, respondents answer 21 questions measuring their expectations of companies in a particular industry on a wide array of specific service characteristics
SERVQUAL
90
(appearance of physical elements)
TANGIBLES
91
(dependable and accurate performance)
RELIABILITY
92
(promptness and helpfulness)
Responsiveness
93
(credibility, security, competence, and courtesy)
Assurance
94
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Finals Service Marketing (10 decks)

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