Test 1 (ch1-5)

Question 1

Derived service define

Answer 1

Value from a physical good, provides a service

Ex: razor gives the service of a Barbour

Question 2

Why service marketing?

Answer 2

Service based economy
Deregulated industries
Service equals profits

Question 3

Firms that use a service focus

Answer 3

Xerox, petsmart, p&g, IBM

Question 4

How is service marketing different?

Answer 4

More variability
Customer interface
Difficulty pricing

Question 5

Service technology– importance on service delivery

Answer 5

New ways to deliver service
Enables customers
Extends global reach

Question 6

Issues of service technology

Answer 6

Isolated people
Concerns about privacy
Substitute for human labor
Uncertain payback

Question 7

Characteristics of services

Answer 7

Intangible
Heterogenous
Simultaneous production/ consumption
Perishable

Question 8

Search qualities

Answer 8

Can be determined before purchase(color, style, price)

Question 9

Experience qualities

Answer 9

Determined during/ after consumption (vacations)

Question 10

Credence qualities

Answer 10

Impossible to evaluate

Question 11

Service marketing mix (7Ps)

Answer 11

Product
Place
Promotion
Price
People
Process
Physical evidence

Question 12

What’re the provider gaps?

Answer 12

Listening
Service design and standards
Service performance gap
Communication

Question 13

Gap (1)

Answer 13

Listening gap
Not know what customers expect
Bad research, lack of upward communication, not relationship focused, no service recovery

Question 14

Gap (2)

Answer 14

Service design and standards gap
Not having the right service designs
Poor service design, absence of customer driven standards, bad physical evidence/ servicescape

Question 15

Gap (3)

Answer 15

Service performance gap
Not delivering to service standards
Deficiencies in HR polices, customer not fulfilling roles, problems with service intermediaries, failure to match supply/ demand

Question 16

Gap (4)

Answer 16

Communication gap
Not matching performance to promises
Lack of IMC, bad management of customer expectations, over promising, bad pricing

Question 17

What is desired service influenced by?

Answer 17

Personal needs
Personal service philosophy
Derived service expectations(influenced by groups)

Question 18

What is adequate service influenced by

Answer 18

Alternatives
Predicted services
Situational factors

Question 19

Desired and predicted service expectations

Answer 19

Explicit service promises
Implicit service promises
WOM communication
Past experience

Question 20

What basics to service customers want?

Answer 20

Competency
Explanations
Respect
Hygiene
Flexibility
Urgency
Consistency
Hassle free
Promptness
Fairness
Empathy

Question 21

How do you exceed customer expectations?

Answer 21

Honor promises
Develop relationships
Personalized attention
Underpromise
Be unique

Question 22

Service quality is a perception of

Answer 22

Reliability
Assurance
Responsiveness
Empathy
Tangibles

Question 23

Satisfaction influenced by

Answer 23

Influences by service quality, product quality, price, situational, and personal factors

Question 24

Customer satisfaction definition

Answer 24

Customer evaluation of a service in terms of whether that product has met their needs

Question 25

Attitudes of satisfaction

Answer 25

``` Fulfillment Pleasure Relief Contentment Delight Ambivalence ```

Question 26

What determines satisfaction?

Answer 26

``` Product features Emotions Attributions for service success/ failure Fairness Other customers, family members ```

Question 27

Outcomes of satisfaction

Answer 27

Customer loyalty | Return to shareholders

Question 28

Dimensions of service quality

Answer 28

``` Reliability Responsiveness Assurance Empathy Tangibles ```

Question 29

What are moments of truth

Answer 29

All service encounters

Question 30

Service quality is influenced by what?

Answer 30

Timing, frequency, proximity of negative encounters relative to delightful service encounters

Question 31

Types of service encounters

Answer 31

Remote encounters Technology mediated encounters Face to face encounters

Question 32

Sources of pleasure/displeasure encounters

Answer 32

Recovery Adaptability Spontaneity Coping

Question 33

Why is research important

Answer 33

Important in understanding customer expectations, and perceptions of services

Question 34

Types of research

Answer 34

``` Complaint solicitation Critical incident studies Requirements research SERVQUAL surveys Postransaction surveys Service expectation meetings Process checkpoint Market oriented ethnography Mystery shopping Customer panels Lost customer research Future expectations ```

Question 35

Advertising pyramid

Answer 35

``` Awareness Comprehension Conviction Desire Action ```

Question 36

The pyramid works in three dimensions

Answer 36

Time, dollars, and people

Question 37

The advertising strategy and sub categories

Answer 37

Describes how to get here Creative strategy Media strategy

Question 38

What does the creative strategy do?

Answer 38

Defines the target audience Restates the objectives Specifies key benefits Offer support