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24 Cards in this Set
- Front
- Back
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goods
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are objects,devices,or things
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service
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deeds,efforts,or performances
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intangibility
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is a distingusihing characteristics of services that makes them unable to be touched or sensed in same manner as a physical good
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product continuum
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one helpfull approach to looking at the differnces between good and services
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goods are...they posses physical properties called searcch attributes that customers can feel,tastes,and see prior to their purchase decision
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tangible dominant
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services are...primarily characterized by experience and credence attribues
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intangible dominant
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inseparability
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a distingushing characteristic of serivces that reflects the interconnection amoung the service provider, the customer receieving the service,and other customers sharing the service experience
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partial employees
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are customers who coproduce their service via a cooperative effort with service providers
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heterogeneity
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a distingusihing characteristics of services that reflects the variation in consistency from one service transaction to the next
-makes in impoosible for a serivce operation to a chieve 100 perfect quality on an ongoing basis |
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perishability
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a distinguishin characteristic of services in that they cannot be saved, their unused capactiy cannot be reserved, and they cannot be inventoried
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servicescape
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refers to the use of physical evidence to design service enviroments
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customer satisfaction
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is a short-term transaction specific measure of whether customer perceptions meet or exceed customer expectations
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customer relationship management (CRM)
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the process of identifyin attracting,differentiating,and retaining customers
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coding
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categorizing customers based on how profitable their past business has been
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routing
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process of directing incoming calls to customer-service representatives in a way taht ensure that more profitable customers are more likely to recieve faster and better customer service
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targeting
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involves offering the firms most profitable customers speacil deals and incentives
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sharing
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involves making key customer information accessible to all parts of the organization, and in some cases selling that information to other firms
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service quality
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an attidue formed by a longterm overall evaluation of performacnnce
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service gap
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the gap between customers expectations of serice and thier perception of the ervice actually delieved, which is a function of the knowledge gap, the standards gap, the delievery gap, and the communication gap
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customer retention
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referes to focusing a firm's marketing efforts towards the existing customer base
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conquest marketing
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a strategy for constanly seeking new customers by offering discounts and markdowns and developing promotions that encourage new business
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leaky bucket theory
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traditionally associated with conquest marketing, where new customes replace disloyal customers at the same rate;hence the firm never grows
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polygamous loyalty
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reflects the notion that customer loyalt tends to be divided amount a number of providing firms
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service recovery
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a firm's reaction to a complaint that results in customer satisfaction and goodwill
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