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31 Cards in this Set
- Front
- Back
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Paradoxes of Technological Products
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-Control/chaos
-freedom/enslavement -new/obsolete -Competence/incompetence -efficiency/inefficiency -fullfills/creates needs -assimilation/isolation -engaging/disengaging |
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Characteristics of services
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-Intangibility
-Heterogeneity (variability) -Simultaneous Production & Consumption (inseparability) -Perishability |
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Implications of Intangibility
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-Can't be inventoried
-Can't be easily patented -Can't be readily displayed of communicated -Pricing is difficult |
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Implications of Heterogeneity
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-delivery and customer satisfaction depend on employee and customer actions
-quality depends on many uncontrollable factors -No sure knowledge that the service delivered matches what was planned/promoted |
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Implications of simultaneous production & consumption
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-customers participate in and affect the transaction
-customers affect each other -Employees affect the service outcome -decentralization may be essential -mass production is difficult |
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Implications of perishability
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-difficult to synchronize supply & demand with services
-services can't be returned/resold |
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Marketing Mix for services
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-Product
-Price -Place -Promotion -People -Physical evidence -Process |
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Customer Gap
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Difference between customer expectations and perceptions
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Provider Gaps
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1. Knowledge Gap-not knowing what the customer expects
2. Service Design and Standards Gap-not having the right service designs and standards 3. Service Performance Gap-not delivering to service standards 4. Communication Gap-not matching performance to promises |
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Factors Leading to Gap 1
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-Inadequate marketing research orientation
-Lack of upward communication -Insufficient relationship focus -Inadequate service recovery |
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Factors leading to Gap 2
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-Poor service design
-Absence of customer driven standards -Inappropriate physical evidence and servicescape |
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Factors leading to Gap 3
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-Deficiencies in HR policies
-Customers who don't fulfill roles -Problems with service intermediaries -Failure to match supply and demand |
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Factors leading to Gap 4
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-Lack of integrated services marketing communications
-Ineffective management of customer expectations -Overpromising -Inadequate horizontal communications |
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Consumer evaluation processes for services
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-Search Qualities
-Experience Qualities -Credence Qualities |
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Search Qualities
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Attributes a consumer can determine prior to purchase of a product
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Experience Qualities
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Attributes a consumer can determine after purchase (or during consumption) or a product
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Credence Qualities
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Characteristics that may be impossible toe valuate even after purchase and consumption
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Issues to consider in examining consumer's service experience
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-services as processes
-service provision as drama -service roles and scripts -compatibility of service customers -customer coproduction -emotion and mood |
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Factors that influence desired service
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-lasting service intensifiers
-personal needs |
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Factors that influence adequate service
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-Temporary service intensifiers
-perceived service alternatives -self perceived service roles -situational factors -predicted service |
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Factors that influence predicted service
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-explicit service promises
-implicit service promises -word of mouth -past experiences |
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Factors influencing customer satisfaction
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-product/service quality
-specific product/service features -consumer emotions -attributions for service success/failure -perceptions of equity/fairness -other consumers, family & co-workers -Price -Personal factors |
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Outcomes of customer satisfaction
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-Increased customer retention
-Positive word of mouth communications -increased revenues |
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Service Quality
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Customer's judgment of overall excellence of service provided in relation to service quality expected
formed on judgments of outcome quality, interaction quality, physical environment quality |
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Five Dimensions of Service Quality
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-Reliability
-Assurance -Tangibles -Empathy -Responsiveness |
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Reliability
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-providing service as promised
-dependability in handling customers' service problems -performing services right the first time -providing services at the promised time -maintaining error-free records |
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Responsiveness
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-Keeping customers informed as to when services will be performed
-prompt service to customers -willingness to help customers -readiness to respond to customers' requests |
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Assurance
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-Employees who instill confidence in customers
-making customers feel safe in their transactions -employees who are consistently courteous -employees who have the knowledge to answer customer questions |
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Empathy
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-giving customers individual attention
-Employees who deal with customers in a caring fashion -having the customer's best interest at heart -Employees who understand the needs of their customers -Convenient business hours |
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Tangibles
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-Modern equipment
-visually appealing facilities -employees who have a neat, professional appearance -visually appealing materials associated with the service |
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Service Encounter
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-occurs when the customer interacts with the firm
-can be critical in determining customer satisfaction and loyalty -opportunity to build trust, reinforce quality, build brand identity, increase loyalty |
