Flash Cards Exam 1: Chapters 1-5 | MKT 430 - SERVICES MARKETING MANAGEMENT, Quizzes of Marketing

Download Flash Cards Exam 1: Chapters 1-5 | MKT 430 - SERVICES MARKETING MANAGEMENT and more Quizzes Marketing in PDF only on Docsity! TERM 1 Why study service marketing? DEFINITION 1 1. a service based economy 2. new tech leading to new service concepts 3. strategic use of services to compete 4. services marketing is different TERM 2 The Old View of Service DEFINITION 2 a technical after-sale function that is provided by the service department -customer service center -service = wrench time TERM 3 The NEW view of Service DEFINITION 3 it includes every interaction between any customer and anyone representing the company including websites, sales people, billing and account personnel, service employees,​ TERM 4 Service can mean all 4 of these things... DEFINITION 4 1. customer service 2. service as a product 3. services as value added for goods 4. service embedded in a tangible product TERM 5 Goods DEFINITION 5 objects, devices, or things TERM 6 Services DEFINITION 6 deeds, efforts, or performances TERM 7 4 Characteristics of Services DEFINITION 7 1. Intangibility 2. Heterogenity 3. Inseparability 4. Perishability TERM 8 Intangibility DEFINITION 8 services lack physical substance; cannot be seen or felt, tasted or touched in the same manner that goods can be sensed TERM 9 Marketing Myopia DEFINITION 9 defining a business to narrowly; adding services to products often transforms products from commodity into compelling experiences TERM 10 4 Aspects of Intangibility DEFINITION 10 1. services cannot be readily displayed or communicated 2. services cannot be easily inventoried 3. services cannot be easily patented 4. pricing is difficult/challenging TERM 21 People DEFINITION 21 all human actors who play a part in service delivery and thus influence the buyer's perceptions namely, the firm's personnel, the customer, and other customers in the ser​ TERM 22 Physical Evidence DEFINITION 22 the environment in which the service is delivered and where the firm and customer interact, and any tangible components that facilitate performance or communication of th​ TERM 23 Process DEFINITION 23 the actual procedures, mechanisms, and flow of activities by which the service is delivered--the service delivery and operating systems TERM 24 Provider Gap 1: The Listening Gap Driven by DEFINITION 24 1. Inadequate marketing research orientation 2. Lack of upward communication 3. Insufficient relationship focus 4. Inadequate service recovery TERM 25 Gap 1: Inadequate Marketing Research Orien​ DEFINITION 25 insufficient marketing research research not focused on service quality inadequate use of market research TERM 26 Gap 1: Lack of Upward Communication DEFINITION 26 lack of interaction between management and customers insufficient communication between contact employees & mgr too many layers between contact personnel & top mgt TERM 27 Gap 1: Insufficient relationship focus DEFINITION 27 lack of market segmentation focus on transactions rather than relationships focus on new customers rather than relationship customers TERM 28 Gap 1: Inadequate service recovery DEFINITION 28 lack of encouragement to listen to customer complaints failure to make amends when things go wrong no approp recovery mechanisms in place for service failures TERM 29 Provider Gap 2: The Designs & Standards Ga​ DEFINITION 29 1. poor service design 2. absence of customer driven standards 3. inappropriate physical evidence and servicescape TERM 30 Gap 2: Poor Service Design DEFINITION 30 unsystematic new service development process vague, undefined service designs failure to connect service design to service positioning TERM 31 Gap 2: Absence of customer-driven standard​ DEFINITION 31 lack of customer-driven standards absence of process mgt to focus on customer requirements absence of formal process for setting service quality goals TERM 32 Inappropriate physical evidence or service​ DEFINITION 32 failure to develop tangibles in line with customer expectations servicescape design that does not meet cust & emp needs inadequate maintenance and updating of servicescape TERM 33 Provider Gap 3: The Performance Gap Driven DEFINITION 33 1. deficiencies in hr policies 2. failure to match supply and demand 3. customers not fulfilling roles 4. problems with service intermediaries TERM 34 Gap 3: Deficiencies in HR Policies DEFINITION 34 ineffective recruitment role ambiguity and role conflict poor employee-technology job fit inappropriate evaluation and compensation systems lack of empowerment, perceived c TERM 35 Gap 3: Failure to match supply and deman DEFINITION 35 failure to smooth peaks and valleys of demand inappropriate customer mix over-reliance on price to smooth demand TERM 46 Experience Qualities/Attributes DEFINITION 46 attributes a consumer can only determine after purchase or during consumption i.e taste, wearability TERM 47 Credence Qualities/Attributes DEFINITION 47 characteristics that may be impossible to evaluate even after purchase and consumption i.e. medical and legal services TERM 48 3 Stages in Consumer Decision Making & Eva​ DEFINITION 48 1. Consumer Choice 2. Consumer Experience 3. Postexperience Evaluation TERM 49 4 Steps in Consumer Choice DEFINITION 49 1. Need Recognition 2. Information Search 3. Evaluation of Alternatives 4. Purchase TERM 50 Consumer Choice: Information Search DEFINITION 50 Use of Personal Sources and Perceived Risk TERM 51 Consumer Choice: Evaluation of Service Alt​ DEFINITION 51 Evoked Set is typically narrower with services (relative to goods) and may include self-provision of the service **if online it is a wider evoked set TERM 52 6 Issues to Consider in Examining the Cons​ DEFINITION 52 1. Service as processes 2. Service provision as drama 3. Service roles and scripts 4. The compatibility of service customers 5. Customer coproduction 6. Emotion and mood TERM 53 Customer Experience: Service Provisions as​ DEFINITION 53 Service personnel are the "actors" Service customers are the "audience" Physical evidence of the service is the "setting" The process of service assembly is the "performan​ TERM 54 Consumer Experience: Service Roles and Scr​ DEFINITION 54 service encounters can be viewed as role performance; social cues that guide and direct behavior in a given setting TERM 55 Service Script DEFINITION 55 a logical sequence of events expected by the customer; consists of sequences of actions associated with actors and objects TERM 56 Consumer Experience: The compatibility and​ DEFINITION 56 customer compatibility is a factor that influences customer satisfaction, particularly in high contact services TERM 57 Consumer Co-Production/Co-Creation DEFINITION 57 Customers often play a role in service creation and/or delivery TERM 58 Consumer Experiences: 4 emotions or moods ​ DEFINITION 58 1. customer participation 2. service evaluations (bias in mood-congruent direction) 3. the way impressions of/information about the service are/is encoded, retained and re TERM 59 Postexperience Evaluation: Attribution & D​ DEFINITION 59 Consumers may attribute some of their dissatisfaction with services to the provider and/or their own inability to specify or perform their part of the service **Because c TERM 60 Attribution: Positivity Bias DEFINITION 60 when individual service employees are regarded positively, customers' positive perceptions of other service providers in the company are also raised TERM 71 Derived Service Expectations DEFINITION 71 service expectations driven by other people/groups TERM 72 2 Factors that Influence Desired Service DEFINITION 72 1. Personal Needs 2. Lasting Service Intensifiers TERM 73 4 Factors that Influence Adequate Service DEFINITION 73 1. Temporary Service Intensifiers 2. Perceived Service Alternatives (i.e. KU) 3. Self-Perceived Service Role 4. Situational Factors TERM 74 Self-Perceived Service Role DEFINITION 74 reflecting your role performance TERM 75 Predicted Service DEFINITION 75 what customers believe is likely to happen --> transactions- focused TERM 76 4 Factors that influence Desired & Predicted Service DEFINITION 76 1. Explicit Service Promises 2. Implicit Service Promises 3. Word-of-Mouth Communication 4. Past Experience TERM 77 External Customers DEFINITION 77 outside the organization, business customers, suppliers, partners, end consumers TERM 78 Internal Customers DEFINITION 78 inside the organization, other departments or fellow employees TERM 79 5 Factors that Influence Customer Satisfaction DEFINITION 79 1. Product & Service features 2. Consumer Emotions (mood, life satisfaction) 3. Attributions (=perceived cause of events) for service success or failure 4. Perceptions of equity or fairness 5. Other consumers, family members and coworkers TERM 80 American Customer Satisfaction Index (ACSI) DEFINITION 80 measure of customer satisfaction with goods and services; surveys on a quarterly basis across 200 firms in all major economic sectors; 250 interviews for each firm TERM 81 3 Reasons Managers should care due to Outcomes of Consumer Satisfaction DEFINITION 81 1. Increased Customer Retention 2. Positive word-of-mouth communications 3. Increased Revenues TERM 82 The 5 Dimensions of Service Quality DEFINITION 82 1. Reliability 2. Assurance 3. Tangibility 4. Empathy 5. Responsiveness TERM 83 Service Quality DEFINITION 83 the customer's judgement of overall excellence of the service provided in relation to the quality that was expected TERM 84 3 forms of Service Quality Assessments DEFINITION 84 1. Outcome quality 2. Interaction quality 3. Physical Environment quality TERM 85 Reliability DEFINITION 85 Ability to perform the promised service dependably and accurately