Flashcards
Week 09 Service
Cards in this deck (13)
- 14 unique characteristics of services1.Intangible
2.Inseperable
3.Heterogeneous
4.Perishable - 2how does being intangible affect marketing for services1.cant be touched, tasted or seen like product.
2.requires cues to aid customers
3.atmosphere is important to convey value
4.images are used to convey benefit of value - 3how does being inseparable affect marketing of services1.product and consumption are simultaneous
2.little opportunity to test a service before use
3.offer guarentees or warrenties to lower risk - 4how does being heterogeneous affect marketing of services1.possible variability in service quality if more human input is required
2.marketers can use the variable nature of services via a micromarketing segmentation strategy customised to meet the consumers needs exactly - 5how does being perishable affect marketing of services1.services cannot be stored for use in the future
2.it is critical that marketers can tackle the task of matching demand and supply - 6what are the 5 service gaps identified in the 5 gap model1.Knoledge gap
2.Standards gap
3.Delivery gap
4.Communications gap
5.Total gap - 7what is the knowledge gap and what are the 3 aspects to cover to close the gapthe difference between customers expectations and the firms perception of those customer expectations.
1.Market research: understanding customers
2.Understanding customer expectations (based on knowledge and experience and vary on type of service and situation)
3.Evaluating service quality - 85 characteristices of service quality to evaluate1.reliability (ability to perform service accurately and dependably)
2.responsiveness
(willingness to help customers and provide prompt service)
3.assurance
(knowledge and courtesy by employees and ability to convey trust and confidences)
4.empathy
(caring, individualised attention provided)
5.tangibles
(appearance of physical facilities, equipment, personnel and communication materials) - 9what is the standards gap and how is it closed?the difference between the firms perceptions of customers expectations and the service standard it sets
1.set standards for quality
2.develop systems to ensure high-quality service - 10what is the delivery gap and how is it closed?the difference between the firm's service standards and the actual service it provides to customers
1.empower employees
2.provide support and incentives
3.use technology - 11what is the communications gap and how is it closed?the difference between the actual service provided to customers and the service that the firms promotion program promises
1.manage customer expectations
2.promise only what you can deliver
3.communicate service expectations - 12what is the total gap and how is it closed?the knowlege, standards, delivery and communications gaps. the evaluation between customers expectations and what the customer believes has been delivered. will result in dissatisfaction/indifference/satisfaction
1. close all previous gaps
2.keep the customers informed
3.should be an everyday task, not once off. - 133 steps/aspects of service recovery1. Listen to the customer
2.finding a solution
3.resolve problems quickly
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- Business Environments and Markets Flashcards on Week 09 Service, created by Charlotte Marko on 08/06/2018.
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- Charlotte Marko
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