Principles of Marketing 101 Chapter 13- Grewal | Levy 4e

communication gap
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.
customer service
Specifically refers to human or mechanical activities firms undertake to help satisfy their customers’ needs and wants.
delivery gap
A type of service gap; the difference between the firm’s service standards and the actual service it provides to customers.
distributive fairness
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.
emotional support
Concern for others’ well-being and support of their decisions in a job setting.
In context of service delivery, means allowing employees to make decisions about how service is provided to customers.
As it refers to the differences between the marketing of products and services, the delivery of services is more variable.
A characteristic of a service: it is produced and consumed at the same time; that is, service and consumption are inseparable.
instrumental support
Providing the equipment or systems needed to perform a task in a job setting.
A characteristic of a service; it cannot be touched, tasted, or seen like a pure product can.
knowledge gap
A type of service gap; reflects the difference between customers’ expectations and the firm’s perception of those expectations.
A characteristic of a service: it cannot be stored for use in the future.
procedural fairness
Refers to the customer’s perception of the fairness of the process used to resolve complaints about service.
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 the producer.
service gap
Results when a service fails to meet the expectations that customers have about how it should be delivered.
service quality
Customers’ perceptions of how well a service meets or exceeds their expectations.
standards gap
A type of service gap; pertains to the difference between the firm’s perceptions of customers’ expectations and the service standards it sets.
voice-of-customer (VOC) program
An ongoing marketing research system that collects customer inputs and integrates them into managerial decisions.
zone of tolerance
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.

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