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57 Cards in this Set
- Front
- Back
Define Services.
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Activity that is not a physical product and provides a value in intangible ways and is consumed at the time that it is produced.
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80% of our _________________ (total market value of all of the good and services produced in an economy in a year) is due to services.
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Gross domestic product.
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Define Service Industries and Companies.
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Companies who core product is a service. Ex. American Airlines, Marriott Hotel.
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Define Service as Products.
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A range of intangible product offerings that consumers pay for in the marketplace.
Ex. Macy’s sells services such as gift wrapping. |
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Define Customer Service.
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Service provided in support of a company’s core products.
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Define Derived Service.
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The value derived from physical goods is really the service provided by the good, not the good itself. Ex. Pharmaceutical drugs provide medical services.
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Define Peripheral Services.
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Services that are sold in addition to physical products.
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Services are more ______ than concrete products, and concrete products are more ______ than services.
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Intangible, tangible.
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List the 4 Factors that Distinguish Services from Goods.
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1) Intangibility
2) Heterogeneity 3) Simultaneous Production and Consumption 4) Perishability |
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Name the 7 Ps of the Services Marketing Mix.
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1) Product
2) Place 3) Price 4) Promotion 5) People 6) Physical evidence 7) Process |
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Define People.
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All humans that have a part in service delivery and influence the buyer’s perceptions.
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Define Physical Evidence.
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Environment where the service is delivered and where the provider and the customer interact.
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Define Process.
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The actual procedures, mechanisms and flow of activities by which the service is delivered.
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Name 3 Categories of Properties of Consumer Products.
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1) Search qualities
2) Experience qualities 3) Credence qualities. |
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Define Search Qualities.
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Attributes that a consumer cam determine before purchasing a product.
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Define Experience Qualities.
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Attributes that can be determined only after purchasing a product or consumption.
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Define Credence Qualities.
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Characteristics that the consumer may find impossible to evaluate even after purchasing and consumption. Ex. Car brake realigning.
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List the 6 Stages in Consumer Decision Making and Evaluation of Services.
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1) Need recognition
2) Information search 3) Evaluation of alternatives 4) Purchases 5) Consumer experience 6) Post-experience evaluation |
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Define Physiological Needs.
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Food, water or sleep.
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Define Safety and Security Needs.
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Shelter, protection and security.
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Define Social Needs.
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Affection, friendship and acceptance.
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Define Ego Needs.
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Prestige, success, accomplishment and self-esteem.
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Define Self-Actualization.
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Self-fulfillment.
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Define Evoked Set.
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Set of products that a consumer considers acceptable in a given product category—smaller with services than goods.
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List 3 Reasons for a Smaller Evoked Set for Services Versus Goods.
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1) Customers have to visit the service establishment.
2) Customers are unlikely to find more than 2 places that offer the same service in an area. 3) Difficult to get adequate pre-purchase information about services. |
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Define Customer Experience.
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Encompasses service processes that go from mundane to spectacular.
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Name the 3 Perceptions that Consumers Judge the Quality of Service on.
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1) Outcome quality
2) Interaction quality 3) Physical environment quality |
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Define Expectations.
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Pre-service beliefs about service delivery that are used as standards to measure service performance.
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Name the 5 Types/Levels of Service Expectations.
From High → Low |
1) Ideal Expectations or Desires
2) Normative “Should” Expectations 3) Experience Based Norms 4) Acceptable Expectations 5) Minimum Tolerable Expectations |
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Define Desired Service.
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The level of service a customer “wishes for.” A mix between what can be and what should be.
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Define Adequate Service.
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The minimum tolerable level of service the customer will accept.
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Define Zone of Tolerance.
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The extent to which customers recognize and are willing to accept a variation in performance of services.
-Different customers have different zones of tolerance. -Zones of tolerance vary for service dimensions. |
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Define Reliability.
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The ability to perform the promised service dependably and accurately.
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List 5 Service Quality Dimensions.
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1) Assurance
2) Reliability 3) Responsiveness 4) Empathy 5) Dependability |
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Name 2 Major Influences on Desired Service Level.
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1) Personal needs
2) Lasting service Intensifiers. |
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Define Derived Service Expectations.
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Happens when other people drive customer expectations.
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Define Personal Service Philosophy.
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Customer’s attitude about the meaning of service and the proper conduct of service providers.
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Name 5 Factors that Influence Adequate Service.
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1) Temporary service intensifiers.
2) Perceived service alternatives. 3) Customer self-perceived service role. 4) Situational factors 5) Predicted service |
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Define Temporary Service Intensifiers.
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Short-term factors that make a customer more aware of the need for a service.
Ex. Emergency situations. |
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Define Perceived Service Alternatives.
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Other providers from who the customer can get service.
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Define Customer Self-Perceived Service Role.
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His/her perception of the degree to which they influence the level of service they receive.
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Define Situational Factors.
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Service performance conditions that customers see as beyond the control of the service provider.
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Define Predicted Service.
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Level of service that customers believe they are likely to get.
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Name 4 Internal and External Factors that Influence Desired and Predicted Service Expectations.
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1) Explicit Service Promises
2) Implicit Service Promises 3) Word of Mouth 4) Past Experience |
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Define Explicit Service Promises.
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Statements about the service made by the organization to customers.
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Define Implicit Service Promises.
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Service-related cues that lead to inferences about what the service should and will be like.
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Define Word of Mouth.
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Statements made by parties other than the organization that tell customers what the service will be like.
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Define Past Experience.
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Customer’s previous exposure to service that is relevant to the current service.
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List the 4 Core Dimension that Customers use to Assess the Quality of a Website.
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1) Efficiency
2) Fulfillment 3) Privacy 4) Reliability |
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Define Offensive Marketing.
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Market shares, reputation and price premiums help companies attract more and better customers to the business.
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What is the objective of Offensive Marketing?
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To acquire new customers, business, accounts.
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Define Defensive Marketing.
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Keeping current customers.
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What is the objective of Defensive Marketing.
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Retain your current or existing customers. Prevent competitors from stealing your customers.
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How can you get greater profits for the service firm through high service quality?
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High svc quality → Customer sat → Behavioral inventions→ Sales and Mkt share → Greater profits for svc firm
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Name 4 Benefits to an Organization of Customer Retention / Customer Behavior.
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1) Volume of purchases
2) Engaging in positive WOM 3) Loyal customers are willing to pay a price premium 4) Lower costs |
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Name 5 Strategies to Reduce Perceived Customer Risk for Trying a Service Provider.
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1- Services guarantees
2- Reduce intangibility issue 3- Offer free trial periods or offer something at a low cost. 4- Maintain consistent service quality. 5- Display service certifications, licensures, degrees, awards, expertise etc. |
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Name the 4 Post Purchase Evaluations of Services.
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1) Level of satisfaction / dissatisfaction
2) Consumer complaint behavior 3) Repurchase Behavior 4) Attributions of blame |