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50 Cards in this Set
- Front
- Back
a service has been described as an _______ and a _____________, _________________ |
a service has been described as an act, a process and a performance |
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services can be more widely described as an __________ activities that create ____________ and provide benefits for customers (consumers or organizations.
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services can be more widely described as an economic activities that create ‘added value’ and provide benefits for customers (consumers or organizations |
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Usually entails answering questions, handling complaints, dealing with queries, taking orders, the provision of maintenance and repairs and other after sales services. |
CUSTOMER SERVICE |
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where the perceived value of the offering to the buyer is determined more by the service rendered than the product offered |
SERVICE BUSINESS |
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the entire business or not-for-profit structure that resides within the service sector. For example, a restaurant, an insurance company, a charity. |
Service as ORGANIZATION |
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the commercial outputs of a service organization such as a bank account, an insurance policy or a holiday. |
core product |
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any peripheral activity designed to enhance the delivery of a core product. For example, provision of a courtesy car, complimentary coffee at the hairdressers |
Service as product augmentation |
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any product- or customer-oriented activity that takes place after the point of delivery. For example monitoring activities, a repair service, up-dating facilities. |
product support |
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service as a mode of behavior such as helping out, giving advice |
service as an act |
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Characteristics of services |
intangibility, variability, inseparability, perishability |
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This is the most basic and often quoted difference between goods and services. Unlike tangible goods, services cannot generally be seen, tasted, felt, heard or smelled before being consumed |
Intangibility |
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Services are first sold, then produced and consumed simultaneously. Some services may be produced and delivered in circumstances where the customer’s presence is optional. Other services may rely more on written communication |
Inseparability (or simultaneous production and consumption) |
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The quality of the service may vary depending on who provides it, as well as when and how it is provided. |
Variability (or heterogeneity) |
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Services cannot be stored for later sales or use. As services are performances they cannot be stored |
Perishability |
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The ‘7 Ps’ of services |
product, price, promotion and place. However, the distinctive characteristics of services requires the addition of three more P’s • PEOPLE • PHYSICAL EVIDENCE • PROCESS |
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the appearance and behavior of service personnel |
People
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everything from the appearance, design, layout of the service setting, to brochures, signage, equipment (the ‘tangibilizing’ of the intangible)
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Physical evidence
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how the service is delivered, the actual procedures and flow of activities. |
Process |
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What makes a service really a service is the ___________ |
interface |
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The main characteristics of the interface: |
• customer is physically present. • service and the delivery process are interdependent (simultaneous production and consumption). When the customer is in the interface he or she is visiting the factory – the place where the service is delivered. And the larger the interface the more visible the service is. |
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TRUE OR FALSE The service and the delivery process are dependent |
The service and the delivery process are interdependent (simultaneous production and consumption). |
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TRUE OR FALSE When the customer is in the interface he or she is visiting the factory |
TRUE |
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the place where the service is delivered |
factory |
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TRUE OR FALSE the larger the interface the more visible the service |
TRUE |
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TRUE OR FALSE To say that a service cannot exist without simultaneous production and consumption is not true |
TRUE |
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major input to the service production process, and is regarded as major source of uncertainty. |
customer |
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TRUE OR FALSE It is a challenge for service organizations DURING the service, is the development of strategies to manage customer behavior, hopefully in a way acceptable to both parties. |
TRUE |
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The more intangibility there is in a service, the greater problem becomes. |
performance ambiguity |
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TRUE OR FALSE As intangibility decreases, the customer has less evidence available to assess the service |
TRUE As intangibility increases, the customer has less evidence available to assess the service
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usually formed prior to usage of a service but may also occur where a customer is actively involved in the delivery of a service. They reflect inclinations or beliefs as to what will or should happen. |
Expectations |
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can also develop during a service, but invariably materialize after usage. They represent the customer’s evaluation of the service, particularly in relation to expectations. |
Perceptions |
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Satisfaction is ___________ minus __________________ |
Satisfaction = Perception - Excpectation |
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What the customers is really buying? |
CORE ELEMENT |
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Additional benefits of a service. It is usually in the form of further services and these are also referred to as supplementary, peripheral and facilitating |
AUGMENTED ELEMENT |
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‘the process by which the principles of the fast food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world’. |
McDonaldization |
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HE defines McDonaldization as ‘the process by which the principles of the fast food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world’. |
RITZER |
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Four dimension of McDonaldization |
1. efficiency 2. calculability 3. predictability 4. control
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regarded as the optimum method for getting from one point to another. The McDonald’s restaurant offers the best available way to get from being hungry to being full. |
EFFICIENCY |
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emphasizes calculating, counting, quantifying, e.g. how much time should a doctor spend with a patient. |
CALCULABILITY |
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means order certainty, knowing what to expect. It suggests a service can be pre programmed/choreographed. Surprises are unlikely |
Predictability |
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is the fourth dimension. It is exerted through the substitution of non-humans for human technology. A human technology (a screwdriver for example) is controlled by people ; a non-human technology (the assembly line for instance) controls people |
CONTROL |
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to deprive (someone or something) of human qualities, personality, or dignity; to inhuman or degrading conditions or treatment |
DEHUMANIZED |
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to deprive of the sense of personal identity |
DEPERSONALIZED |
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TRUE OR FALSE As employees are made to become more robotic-like in their behavior, stress and a sense of loss of identity may follow
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TRUE |
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TRUE OR FALSE To help address the problems services are turning to technology. |
TRUE |
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TRUE OR FALSE
The advance of technology not only enables services to transfer some of the work to customers but also allows organizations to vary according to customer type, the service received.
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TRUE |
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TRUE OF FALSE With the advent of information technology, organizations can now amass a substantial amount of data on customers.
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TRUE |
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TRUE OR FALSE Technology not only appears in service provider/customer contacts. It is also present within the service organization’s work environment
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TRUE |
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The aim of technology are largely two fold (1)__________ (2)____________ |
The aims are largely twofold: management control and efficiency. |
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