Test 1

Question 1

What are services?

Answer 1

services are deeds, processes, and performances provided by a single person or group of people with or for another group or entity

Question 2

Tangibility Spectrum

Answer 2

The spectrum that shows how tangible or intangible a certain service is. (Teaching is very intangible. Salt is a tangible service)

Question 3

What are the four characteristics of services?

Answer 3

Intangibility, heterogeneity, Perishability, Simulationous production and consumption

Question 4

Implications of Intangibility?

Answer 4

Services cannot be inventoried or easily patented. They also cannot be displayed or communicated. In addition, pricing can be difficult

Question 5

Implications of simulationous production and consumption

Answer 5

Customers participate in and affect the outcome depending on how much effort they put into it. (having a personal trainer or being in a class).
Mass production is difficult

Question 6

Implications of heterogeneity

Answer 6

Service delivery and customer satisfaction depend on employee and customer actions. The quality depends on uncontrollable factors. There is no way to know if the service is going to meet expectations of what the customer is anticipating

Question 7

Implications of perishability

Answer 7

Services cannot be returned or resold. It is difficult to sycnronize supply and demand

Question 8

What is the customer gap? `

Answer 8

The difference between perceived and expected service

Question 9

provider gap 1

Answer 9

not knowing what customers expect (not listening)

Question 10

provider gap 2

Answer 10

not having the right service designs and standards

Question 11

provider gap 3

Answer 11

not delivering to service standards

Question 12

provider gap 4?

Answer 12

not matching performance to promises

Question 13

key factors leading to provider gap 1

Answer 13

insufficient customer research, Lack of upward communication, Focusing on transactions rather than relationships, bad response to complaints

Question 14

key factors leading to provider gap 2

Answer 14

Poor service design, absence of customer driven standards, Inappropriate physical evidence and servicescacpe

Question 15

key factors leading to provider gap 3

Answer 15

Ineffective recruitment for the job, Customers lacking knowledge of their roles and responsibilities, Problems controlling quality and consistency, Failure to match supply and demand.

Question 16

key factors leading to provider gap 4

Answer 16

Inappropriate pricing, broken promises, bad communication between sales and operations, Ineffective management of customer expectations

Question 17

Customer Expectations

Answer 17

Beliefs about service delivery that serve as standards or reference points against which performance is judged.

Question 18

What are the 5 levels of customer expectations?

Answer 18

Ideal expectations of desires, Normative “should” expectations, Experience-based norms, Acceptable expectations, minimum tolerable expectations

Question 19

What is the zone of tolerance? high and low end

Answer 19

The zone of tolerance is what a customer expects going into the service. Desired service is at the top of the zone while adequeate service at the bottom

Question 20

What should a service marketer do if a customers expectations are too high?

Answer 20

Ask them what their expectations are

Question 21

What are the five dimensions of Service Quality

Answer 21

Reliability, Responsiveness, Assurance Empathy and Tangibles

Question 22

Reliability

Answer 22

ability to perform the promised service dependably and accurately

Question 23

Responsiveness

Answer 23

willingness to help customers and provide them with good service (Book store lady not helping the professor)

Question 24

Assurance

Answer 24

employees knowledge and courtesy and their ability to gain the customers trust and confidence

Question 25

Empathy

Answer 25

caring, individualized attention given to the customers

Question 26

Tangibles

Answer 26

appearance of physical facilities, equiptment, etc.

Question 27

What judgements form service quality for a consumer

Answer 27

outcome quality, interaction quality, physical environment quality

Question 28

How is service quality measured?

Answer 28

It is the overall satisfaction of the customers in relation to what is expected of them. (SQ = S - E)

Question 29

What determines customer satisfaction?

Answer 29

Specific product or service features, perceptions of product and service quality, and price (little things like the ford gloves can go a long way with customers)

Question 30

Interaction quality

Answer 30

For a lawyer, timeliness in returning phone calls, empathy for client and listening skills

Question 31

Outcome quality

Answer 31

How the outcome turned out in the service. (For a lawyer service, winning the case would be big)

Question 32

Physical environment quality

Answer 32

At a hotel if the lobby is big and open space with lots of art it would have a perception of being an upscale hotel

Question 33

Service encounter

Answer 33

These are where promises are kept or broken and sometimes called moments of truth. This is where the service is given. (The execution of a hotel to be taken to room by bell person, great hotel meal, wake up call, etc.)

Question 34

What are the four common themes of service encounters?

Answer 34

Recovery, Adaptablity, Spontaneity, Coping

Question 35

Recovery

Answer 35

This is when a customer is unhappy or has a complaint. It is the job of the service to make up for this to gain the customers trust back

Question 36

Adaptability

Answer 36

Happens when a customer has special needs or requests. (Some services can be adaptable some not. Our professor is not adaptable to create a new syllabus for one unhappy student)

Question 37

Spontaneity

Answer 37

Good examples for this include being treated like royality and getting something nice that wasn’t even asked for. A bad example would be still performing the service but being rude or stealing or ignoring the customer

Question 38

Coping

Answer 38

Some customers are just uncoroporative and need to be let go as a customer. These situations are rarely satisfying encounters from the customers point of view