Services Mkting

Question 1

service definition

Answer 1

production of an essentially intangible benefit, either on its own or as a significant element of a tangible product,
which through some exchange, satisfies an identified need

Question 2

implications of global developments

Answer 2

services are gaining importance as companies offer services to differentiate themselves from competitors

Question 3

5 fundamental characteristics of services

Answer 3

distinctive nature of services:
variability - personnel & external factor customer
perishability - cannot be stored
inseperability - production / provision
perceived purchase risk - ex ante estimation of value dificult
intangibility - result not concrete

Question 4

typology of servies matrix

Answer 4

labor intensity (ratio of cost vs value of infrastructure)

degree of customer interaction / degree of customization

Question 5

-x typology strategic marketing priorities

Answer 5

service factory - focus on optimal capacity utilization
professional - acquisition and training highly qualf.
mass - emphasis on standardization
service shop - efficient training for cost-efficient delivery

Question 6

difficulty of evaluating services (customer)

Answer 6

search qualities (assessable before purchase)

experience qualities (evaluate after purchase)

credence qualities (hard to evealuate even after consumption)

Question 7

continuum of evaluation graph

nature of services has implications for how customers evaluate quality

Answer 7

easy to evaluate -
high in search 
high in experience
high in credence
difficult to evaluate

Question 8

management of service quality process

Answer 8

1. measuring
2. analyzing
3. influencing
4. monitoring

Question 9

1. measuring service quality

Answer 9

internal / external
surveys, questionaires (i emplyoees / e experts o customers)
observations

internal GAP
external SERVQUAL, NPS, Vignette method

Question 10

GAP model (internal)

Answer 10

knowledge gap
service design gap
service performance gap
communication gap
confirmation/disconfirmation gap

Question 11

SERVQUAL (external)

Answer 11

best-known approach - conceptualizing construct of service quality, five dimensions

reliablity - promise, handling
responsiveness - information, prompt
assurance - confidence, safety, knowledge
empathy - attention, understanding, feelings
tangibles - environment

score 1-7, perception - expectation = measure
average difference calculation
overall quality by average of all 5 dimensions

Question 12

NPS (external)

Answer 12

how likely is customer to recommend to friend / peer group

promoters 9,10 detractors 0-6

NPS=%promoters - %detractors

Question 13

NPS disadvantages

Answer 13

loss of information
driver analysis impossible
longitudinal study needed
only single question for all sectors
empricial findings: not correlated with sales growth or margin

Question 14

2. Analyzing service quality

Answer 14

not only record service quality but also allow to determine reasons for low/high service quality

Question 15

2. Analyzing service quality

techniques

Answer 15

critical incident technique
frequency-relevance analysis of problems
benchmarking

Question 16

3. Influencing the service quality

Answer 16

organizational structure
workflow organization
company culture/employee management

Question 17

3. Influencing the service quality

organizational structure

Answer 17

goal: creation of an organizational framework that fosters a high level of service quality

method : quality circles

Question 18

3. Influencing the service quality

workflow organization

Answer 18

goal: systematic detection and elimination of errors (esp. human) in service processes
method: poka-yoke

Question 19

3. Influencing the service quality

company culture/employee management

Answer 19

goal: establishment of a service and quality culture
method: complaint analysis

Question 20

4. Monitoring the service quality

importance-performance analysis

Answer 20

judgement of services on customer importance and company performance
rate various elements of service bundle

0-5 matrix

Question 21

Marketing mix in service marketing

Answer 21

expanded marketing mix

Question 22

expanded marketing mix

Answer 22

product price communication sales

physical evidence; process; personnel

Question 23

service characteristics implications for marketing mix

Answer 23

see slide

Question 24

basic objectives related to additional marketing mix components

Answer 24

personnel decisions
competence, motivation, performance of employees

physical evidence decisions
convey image of knowho, efficiency ; atmosphere
location, accessability

process decisions
accurate and error-free processes
cost-effective
flexible