Flashcards
People
Cards in this deck (14)
- 1What does this part of the marketing mix acknowledge?that people are very important in determining the quality of service that is provided to customers
- 2Does this mean the people are inextricably linked to services?yeah pretty much
good service relies on the people carrying it out - 3What is a serviceAn act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything
- 4what are the categories of services that are available in the service mixTangible good with an accompanying service - CAR & MOT
hybrid - RESTAURANT
major service with accompanying minor goods/services - FLIGHTS
pure service - HOTEL - 5what are the characteristics of services?Intangibility
Inseparability
Variability - highly dependent on person
Perishability - once the train has departed its gone - yield management - 6What are the different levels of service that you can offerSelf Service - customer is entirely on their own
Self Selection - customers can be shown where goods are
Limited Service- help you to compare goods
Full Service - personal shopper - rachel green - 7What frameworks are there to help organisations manage the services they provide?1. Create a blueprint/flowchart for the service
2. Service Quality Model
3. Importance - Performance Analysis Matrix - 8what does creating a blue print /flowchart for the service help organisations doidentify the process steps
identify the lines of interaction, visibility and internal interaction
this helps them to know when presentability is absolutely essential - 9What does the service quality model doidentifies the gaps where customer service can go wrong so that the people know where to focus their attention
- 10What are the 5 gaps in the model of service quality where customer service can go wrong1. managers misunderstand the customer expectations
2. they understand expectations but don't know how to provide
3. they know the expectations and how to provide but they screw up the delivery of the service
4. miscommunication of the services that are available
5. perceived service does not meet expectations - 11what does the importance against performance matrix identifyit helps organisations know which of their activities require their attention
Maps Importance of an activity - High to slightly against their current Performance of the activity - fair or excellent - 12what are the categories in theLow priority
Possible overkill
Concentrate here
keep up the good work - 13who were the best customer service companies 2013lush
lakeland
first direct
john lewis
RAC - 14What are the best practices of top service companies?Strategic concept
Management commitment
High standards
profit tiers
monitoring systems
satisfying customer complaints (not BA)
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- Second Year Marketing (Term 2) Flashcards on People , created by Alex Millar on 02/06/2016.
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- Alex Millar
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