Exam 3 Flashcards

Question

In surveys, disconfirmation is usually measured by

Answer 1

asking whether service was better, the same, or worse than expected

Answer 2

Industry: Quality, Satisfaction, Value Specific Firms: Quality, Satisfaction, Value Multiple Experiences: Quality, Satisfaction, Value Single Encounter: Quality, Satisfaction, Value

Answer 3

* Customer loyalty / retention * Increased purchases * New / reactivated customers * Increased market share * Increased Prices * Internal Efficiency / Cost & Problem Reduction * New Product Ideas * Competitive Intelligence * Customer Relations Benefits

Answer 4

Points programs * Tier-based programs * Mission-driven programs * Spend-based programs * Gaming programs * Free perks programs * Subscription programs * Community programs * Refer a friend programs * Paid programs * Cashback programs

Answer 5

Provider Gaps

Answer 6

* Gap 1: Not knowing what customers expect. * Gap 2: Not selecting the right service designs and standards. * Gap 3: Not delivering to service standards. * Gap 4: Not matching performance to promises.

Answer 7

The Customer Gap

Answer 8

* Gap 5: customer perceptions <> expectations

Answer 9

Gap 1: Not knowing what customers expect. * inadequate marketing research orientation * lack of upward communication * inadequate service recovery Gap 2: Not selecting the right service designs and standards. * absence of customer-defined standards * inappropriate servicescape * poor service development processes Gap 3: Not delivering to service standards. * human resource deficiencies (recruitment, employee training, lack of empowerment/teamwork) Gap 4: Not matching performance to promises. * overpromising * not managing consumer expectations * lack of integrated marketing communications

Answer 10

getting people to change their behavior in such a way that they comply with your requests

Answer 11

1. Automaticity 2. Commitment and Consistency 3. Reciprocity 4. Scarcity 5. Social Proof 6. Liking 7. Authority

Answer 12

* Once we make a choice or take a stand, we will encounter interpersonal and internal pressures to behave consistently with that commitment. We respond in ways that justify our earlier decision -- dissonance reduction occurs when we are consistent. * In the context of influence, once a person says “yes” to one request, he/she is more likely to say “yes” to subsequent requests. * Shows consistency between attitudes and behavior. (If said “no” ...) * Being consistent is less effortful than re-processing all of the information that went into the initial decision making process

Answer 13

1. Foot-in-the-door: Make a small initial request, followed by a larger request later. * Compliance on small initial request makes people feel like good and helpful individuals -- to preserve image and consistency, continue to comply with larger requests. * e.g., Clearwater Conservancy – from filling out a short survey to doing maintenance on the waterways in 90+ degree weather! 2. Low-ball: get an initial commitment from an individual and then change the “deal” -- people will stick with the new deal out of commitment to the old... Too much effort to rethink entire new deal and feel committed * e.g., Toyota Prius car dealership ‘tentative’ sales agreement 3. Public commitments to actions work best in instilling the commitment: * e.g., Smoking cessation programs -- encourage the smoker to “tell everyone who matters to you that you are going to quit smoking”

Answer 14

When someone does you a favor, you feel obligated to return the favor (sometimes larger). Typically, you try to repay in kind what another person has provided you with

Answer 15

1. Door-in-the-Face: follow up a large unreasonable request with a smaller reasonable request. * More than a contrast effect. * Smaller request has to seem “reasonable” * A concession only occurs when the same individual makes the large unreasonable request and the smaller more reasonable request. * There can’t be any delay in the second request – impact goes down if delay 2. “That’s Not All”: sweeten the deal by adding bonuses ... * Because the customer is being offered a “good deal”, the customer feels forced to try to be reasonable/more compliant. * Promotional deals (free gift) and Sweepstakes * Leads people to buy more. * May also feel like you got more of a “bargain...” 3. “Even a Penny” technique: make an extremely small request -- legitimizes paltry contributions -- average donation size stays same, but the number of people complying increases!

Answer 16

When something, in comparasion to others, has a limited supply, it has a perceived higher value, even if it is the exact same item. It shows desire Things that are difficult to obtain typically have a higher value Example: Apple releasing new technology, small amount of it on their initial drop

Answer 17

- Social proof is

Answer 18

The more people like you, the more power you have over them

Answer 19

Mere Exposure Physical Attractiveness Similarities

Answer 20

* Impression management – ingratiation/flattery? * Indirect associations -- baseball caps; T-shirts * Good news rubs off on bearer; keep mum about bad news

Answer 21

Authority figures impress and influence others by conveying the message that disobedience will have aversive consequences

Answer 22

Automaticity, tell them why hello fresh is great. Commitment and consistence, go check out the website. Recepriocity, go check out the content. Scarcity, arranging special discounts for the first 100 people who click on link. SP, talking about how many of the followers have already clicked through. Liking, liking the influencers you follow, the more they do. Authority would not work for this one.

Exam 3 Flashcards

(50 cards)