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Services Marketing Flashcards

(61 cards)

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1
Q

Inadequate Marketing Research Orientation

A

Provider Gap 1: Not Knowing what customers expect

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2
Q

inadequate use of marketing research

A

Provider Gap 1: Not Knowing what customer expect

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3
Q

insufficient relationship focus

A

Provider Gap 1: Not knowing what customers expect

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4
Q

lack of upward communication

A

Provider Gap 1: Not Knowing what customers expect

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5
Q

Lack of relationship marketing

A

Provider Gap 1: Not knowing what customers expect

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6
Q

Poor service Design

A

Provider Gap 2: Not selecting the right quality Design and Standards

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7
Q

Absence of customer-driven standards

A

Provider gap 2: Not selecting the right quality design and standards

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8
Q

Inappropriate physical evidence and service shape

A

Provider gap 2: not selecting the right quality design and standards

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9
Q

Deficiencies in HR policies

A

Provider gap 3: not delivering the service design and standards

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10
Q

Customers who do not fulfill their roles

A

Provider gap 3: not delivering the service design and standards

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11
Q

problems with service intermediaries

A

Provider gap 3: not delivering the service design and standards

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12
Q

Failure to match supply and demand

A

Provider gap 3: not delivering the service design and standards

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13
Q

Inadequate service recovery

A

Provider Gap 3: not delivering the service design and standards

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14
Q

Lack of integrated marketing communications

A

Provider Gap 4: not matching performance to promises

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15
Q

Ineffective management of customer expectations

A

Provider Gap 4: not matching performance to promises

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16
Q

over-promising

A

Provider Gap 4: not matching performance to promises

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17
Q

Inadequate horizontal communication

A

Provider Gap 4: not matching performance to promises

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18
Q

transactional expectations

A

Looking for a solution for an acceptable price

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19
Q

Active relation expectation

A

looking for opportunities to interact with the company for additional value

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20
Q

passive relation expectation

A

looking for knowledge that they could easily contact the service provider if needed

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21
Q

(Customer Pyramid) Plat tier

A

Most profitable customers, heavy users of the product, and not overly price-sensitive

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22
Q

(Customer Pyramid) Gold tier

A

Profitability is not as high, and are more price-sensitive and not as loyal

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23
Q

(Customer Pyramid) Iron tier

A

Essential to the firm to provide the volume to utilize firm’s capacity, but spending, loyalty, and profitability are not enough for special treatment

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24
Q

(Customer Pyramid) Lead tier

A

Cost the company money, demand lots of attention

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25
(1) Building a service blueprint
identify the process to be blueprinted
26
(2) Building a service blueprint
identify the customer (segment
27
(3) building a service blueprint
Map the process from customers' viewpoint
28
(4) building a service blueprint
map contact employees' actions on stage and backstage and technological actions
29
(5) building a service blueprint
link contact activities to needed support functions
30
(6) building a service blueprint
add evidence at service at each customer step
31
Service recovery dimension 1
Responsiveness: the ability of e-tailer to provide appropriate information to customers when a problem occurs, to have mechanisms for handling returns, and to provide online guarantees
32
Service recovery dimension 2
Compensation: the degree to which customers are to receive money lack and are reimbursed for shipping and handling costs
33
Service recovery dimension 3
contact: the availability of live customer service agents online or by telephone
34
Services category 1
services directed at people's bodies (Transport, healthcare, spa)
35
Services Category 2
Services directed at people's tangible possessions (Car repair)
36
Services category 3
Services directed at people's minds (Education, entertainment, psychotherapy)
37
Services category 4
Services directed at people's intangible possessions(Banking, insurance, accountancy)
38
Evaluation processes between goods and services 1
search qualities: Attributes a consumer can determine before purchasing a product
39
Evaluation processes between goods and services 2
Experience qualities: Attributes that are found out after of purchase (Vacations, Restaurants)
40
Evaluation processes between goods and services 3
Credence qualities: attributes that may be impossible to evaluate because of insufficient knowledge (Brake replacements, medical diagnoses)
41
Service encounter 1
Remote encounters: ATM system, car park management company, ordering at a retailer's website
42
Service encounter 2
telephone encounters: tone of voice, employee knowledge and effectiveness/ efficiency in handling customer issues are important
43
Service encounter 3
Face-to-face encounters: food and beverage servers, interaction with salespeople, and delivery personnel.
44
Service encounter theme 1
Recovery: a failure of service is delivered, and someone is required to respond.
45
Service encounter theme 2
Adaptability: how adaptable is the service provider towards special needs or requests
46
Service encounter theme 3
Spontaneity: satisfying incidents in this case can be special attention or receiving something nice but not requested
47
Service encounter theme 4
Coping: when the customer is unwilling to cooperate, there is nothing the employee can do that leads to a satisfied customer.
48
Service characteristics 1
Intangible
49
Service characteristics 2
heterogeneous
50
Service Characteristics 3
Inseparability
51
service characteristics 4
perishable
52
Service quality 1
Reliability
53
Service quality 2
responsiveness
54
Service quality 3
Assurance
55
Service quality 4
Empathy
56
Service quality 5
tangibles
57
Identifies the organizations service needs
initiator
58
collects and controls information about the purchase
gatekeeper
59
determines what service to purchase
decider
60
physically acquires the service
buyer
61
consumes the service, may or may not have influence over the purchase decision.
user

finance (9 decks)

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