Chapter 8 Flashcards
customer service challenges
they’re based on expectations and are subjective
expected customer service
basic service level that customers want to get from any retailer
augmented customer service
activities that enhance the shopping experience
ex. free delivery, customization
service characterisics
- intangibility
- inseparability
- perishability
- variability
intangibility
- no patent protection possible
- difficult to display service benefits
- quality judgement is subjective
Inseparability
- it’s impossible to separate service production from consumption
- mass production is difficult
- consumer loyalty may rest with empolyees
perishability
- services can’t be stored
- lost revenue from unsold services
- need to balance supply and demand
variability
- no services are identical
- standardization and quality control is hard to achieve
evaluation service retailer
based on quality search, experience qualities, and credence qualities
service marketing mix
price, product place, promotion, people, physical evidence, process
people in service marketing mix
people that play a part in service delivery and influence buyer’s perceptions
(ex. customer, employees, other customers)
physical evidence in service marketing mix
environment where service is delivered
process in service marketing mix
actual procedures and flow of activities that get the service delivered
why the gap model of service quality is a thing
customers compare the service they experience with what they expect so this is used to get rid of the gap
the customer gap
expected service vs perceived service
