Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
13 Cards in this Set
- Front
- Back
What is a service?
|
Any activities or benefits that one party can offer to another that is essentially intangible and does not result in the ownership of anything
|
|
What are the 4 characteristics of services?
|
- intangibility
(services can't be seen, tasted, felt, heard or smelled before purchase) - inseparability (cannot be separated from their providers) - variability (quality of services depends on who provides them and where, where, how) - perishability (cannot be stored for later sale or use) |
|
What is the extended marketing mix for customer service?
|
- 4Ps
(product, place, price, promotion) - people - process - physical evidence |
|
What is the first Moment of Truth in customer service?
|
the service encounter
(the interaction point between the buyers and the service provider: - customers receive snapshot of organization's service. firms have an opportunity to provide its potential as a quality service provider - to increase customer loyalty) |
|
What are the implications of service?
|
- service as a sequence of various steps
- involvement of customers in service delivery |
|
What is a service blueprint?
|
map that portrays the service system
tool for depicting the service process, the points of customer contact and the evidence of service from the customer's point-of-view |
|
What are the components of the service blueprint?
|
1. Physical evidence
2. customer actions 3. onstage contact employee actions 4. backstage contact employee contact 5. support processes |
|
Why is the service blueprint useful?
|
- new service development
- supporting "zero defects" culture - service recovery strategies |
|
What are the degrees of customer participation?
|
- low
- moderate - high |
|
What are the roles of the customer in the process?
|
- productivity resources
- contributors to service quality and their own satisfaction - jaycustomers (thiefs, vandals, etc) |
|
What kinds of variability to customers introduce?
|
- arrival
- request - capability - effort - subjective preference |
|
What are the solutions to variability?
|
- classic accommodation
- classic reduction - low-cost accommodation - uncompromised reduction |
|
How do customers influence each other?
|
- enhancement via mere presence and positive interaction
- detraction (incompatibility, jaycustomers) |