Service Characteristics & Improvement: Intangibility, Perishability, Standardization, Quizzes of Marketing Management

Download Service Characteristics & Improvement: Intangibility, Perishability, Standardization and more Quizzes Marketing Management in PDF only on Docsity! TERM 1 Four distinctive characteristics of services DEFINITION 1 IntangibleCannot be inventoried/particularly perishable (goods can be stored during uncertain demand vs services cannot)often produced and consumed simultaneouslyDifficult to standardize b/c human component is a big part of it TERM 2 How to increase tangibility of service (examples) DEFINITION 2 Leaving note on receiptLeaving chocolate on pillowTaglines and jingles are used (you're in good hands, all state)Emphasize cleanliness of mcd, something you can seeFidility- guidance, clear tangle path to follow TERM 3 How can services improve inability to inventory? DEFINITION 3 Smooth demandshifting demand to other periods ---> matinees, happy others etc.increasing acceptable waiting time --> entertaining waiting zones TERM 4 Perishability of goods and services DEFINITION 4 Services are more perishable than physical goods, but goods can be perishable too(Perishables- fruit, meat, cars)Airlines + hotels --?? revenue lost once the doors shut and plane take off TERM 5 How to combat services difficult to standardize DEFINITION 5 Hiring and training essentialMcdonalds --> "hamburger university"standard expectation across countryDisney university service guidelines as cast member TERM 6 Standardizing services (example with soft drinks) DEFINITION 6 Through training video standardize experiences outligning exactly how much ice and pop to put for each sizehuman element standardized TERM 7 Effective Standardization (example) DEFINITION 7 Mall sanata claus costume standardizedBluemen group standardized, uniforms and shoes~60 blue men in blue men group even though you only see "three" in every performance" TERM 8 Typical finding with uniforms DEFINITION 8 Uniforms increase perceived corporation responsibility for service qualityin uniformed employee give company benefit of doubt if good servicenon-uniformed employee don't give company benefit of doubt if good service but if bad service give individual (non uniform) more blame not company TERM 9 How should we make standardizing decisions? DEFINITION 9 No customization (standard) + backstage = goodHigh customization + front office = goodNo customization (standard) + front office = not optimal ; upper right cornerHigh customization + back office = not optimal; lower left hand corner TERM 10 How to get out of high/backstage DEFINITION 10 Increase standardization to move from high custom to no custom in backstageDramatize more to move from backstage to front office in high custom TERM 21 Promising done right (southwest) DEFINITION 21 Made promises that were easier to keep: "don't fuck me over"not anything that could annoy you vs. things that would "delight" you TERM 22 Almost never make promise that you cannot keep DEFINITION 22 Bold promises might favorlby bias to perceived quality when consumption/ service experience is ambiguous"this class will change your life" difficult to evaluateBold promises dangerous when consumption/services easy to evaluate"will deliver this pizza in under 30 minutes" TERM 23 Managing production of services DEFINITION 23 reward consistancy over brilliancebook recommends to take well performing employee off frontline and have him train everyone, better for company as a whole TERM 24 Managing memories DEFINITION 24 Memories malleableAmusement parks --> rides emphasized not long linesCan be influenced by advertising viewed post experience-e.g. amusement park commercials wills how rides not lines TERM 25 Applying psych research on memory DEFINITION 25 we tend to treat ease with which we can recall examples of an event as indicative of frequency of that event-e.g. people asked whether there are more english words with k as the first letter or with k as the third letterk as first letter easier for us to think aboutbut k as third letter more apparent TERM 26 How can we improve evaluations of an experience by soliciting negative feedback? DEFINITION 26 Ask for more of itHarder for people to think of "many things wrong" so people will think that the experience was pretty good because couldn't think of many things wrong-monitor frequency of negative feedback TERM 27 What moments of service particularly important? DEFINITION 27 Peak/end rulesummary evaluations tend to reflect an average peak pleasure/pain and final level of pleasure/pain TERM 28 Peak/end rule (colonoscopy study example) DEFINITION 28 Varied whether scope was removed immediately after procedure or party left in for a few momentsColonoscopy with highest peak of pain at end of procedure will report more pain because experienced that last, most recentlyEven though colonoscopy with more "total pain" reported less pain because peak of pain was in middle, not end of procedure TERM 29 Peak/end rule (rollercoaster example) DEFINITION 29 Will remember the ride that was most distressing was the ride with most distress at end even if the ride is shorter b/c that was the last experience felt TERM 30 Managing customer dissatisfaction DEFINITION 30 Want to retain mildly dissatisfied customerswhy? TERM 31 When to apologize DEFINITION 31 Generally quick apologies are bestBut for some serious transgresssions, snap apologies can see, disingenuousSometimes better to let the offended party vent, then apologize TERM 32 Service recovery paradox DEFINITION 32 Situations in which post recovery satisfaction is greater than satisfaction prior to service failureExpectations following service failure tend to pretty lowMild service failures can actually be opportunities to increase satisfaction- extreme service failures expectations way too low beyond repair