Chapter 13: Services Marketing The Intangible Product – Flashcards

Unlock all answers in this set

Unlock answers
question
Core service
answer
The most basic benefit the consumer is buying
question
Supplementary Service
answer
A group of services that support or embrace the core service.
question
Service
answer
Any intangible offering that involves a deed, performance, or effort that cannot be physically possessed; intangible customer benefits that are produced by people or machines and cannot be separated from he producer.
question
Customer Service
answer
Specifically refers to human or mechanical activities firms undertake to help satisfy their customers' needs and wants.
question
Intangible
answer
A characteristic of a service; it cannot be touched, tasted, or seen like a pure product can.
question
Inseparable
answer
A characteristic of a service: it is produced and consumed at same time; that is, service and consumption are inseparable.
question
Heterogeneity
answer
As it refers to the differences between the marketing of products and services, the delivery of services is more variable.
question
Perishable
answer
A characteristic of a service; it cannot be stored for use in the future.
question
Service Gap
answer
Results when a service fails to meet the expectations that customers have about how it should be delivered.
question
Knowledge Gap
answer
A type of service gap; reflects the difference between customers' expectations and the firm's perception those expectations.
question
Standards Gap
answer
A type of service gap: pertains to the difference between the firm's perceptions of customers' expectations and the service standards it sets.
question
Delivery Gap
answer
A type of service gap; the difference between the firm's service standards and the actual service it provides to customers.
question
Communication gap
answer
A type of service gap; refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises.
question
Service Quality
answer
Customers' perceptions of how well a service meets or exceeds their expectations.
question
Search Quality
answer
Applied to goods more often, assessed before purchase
question
Experience Quality
answer
Assess after purchase
question
Credence Quality
answer
Assessed only with appropriate knowledge.
question
People Processing
answer
Service directed at customer getting hair/nails done, massage, doctor, personal training, counseling.
question
Possession Processing
answer
Service directed at customer's physical possessions- car mechanic, dry cleaners, lawn mowers.
question
Mental stimulus Processing
answer
Service directed at people's mind *entertainment*
question
Information Processing
answer
Service that use technology/brainpower directed at the customer's assets. - Banking, Insurance, Financial planning.
question
Reliability
answer
The ability to perform the service dependably and accurately
question
Responsiveness
answer
The willingness to help customers and provide prompt service.
question
Assurance
answer
The knowledge of and courtesy by employees and their ability to convey trust and confidence.
question
Empathy
answer
The caring, individualized attention provided to customers.
question
Tangibles
answer
The appearance of physical facilities, equipments, personnel, and communication materials.
question
Voice-of-customer Program
answer
An ongoing marketing research system that collects customer inputs and integrates them into managerial decisions.
question
Zone of Tolerance
answer
The area between customers' expectations regarding their desired service and the minimum level of acceptable service-- that is , the difference between what the customer really wants and what he or she will accept before going elsewhere. -The customer will only put up with so much.
question
Empowerment
answer
In context of service delivery, means allowing employees to make decisions about how service is provided to customers.
question
Emotional Support
answer
Concern for others' well-being and support of their decisions in a job setting.
question
Instrumental Support
answer
Providing the equipment or systems needed to perform a task in a job setting. example burger places with IPads.
question
Distributive fairness
answer
Pertains to a customer's perception of the benefits he or she received compared with the costs (Inconvenience or loss) that resulted from a service failure.
question
Procedural fairness
answer
Refers to the customer's perception of the fairness of the process used to resolve complaints about service.
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New