Services Marketing Ch. 11

Front 1

What is Gap 3?

Back 1

Service delivery-customer driven service designs and standards

Front 2

Key factors leading to provider Gap 3:

Back 2

-Deficiencies in HR policies (bad recruitment, poor employees, lack of empowerment, etc)

-Failure to match supply and demand (innapropriate customer mix, over reliance on price to smooth demand)

-Customers not fulfilling roles (lack knowledge, customers negatively impact each other)

-Problems with service intermediaries (Channel conflict, difficulty controlling quality and consistency, tension between empowerment and control)

Front 3

4 critical importances of service employees:

Back 3

1. They are the service

2. They are the org in the customers eyes

3. They are the brand

4. They are the marketers

Front 4

The importance of service employees is evident in: (3)

Back 4

1. The services marketing mix (people)

2. The service profit chain

3. The services triangle

Front 5

Who is at the tips of the customer services triangle?

Back 5

Company, providers, and customers

Front 6

What 3 types of marketing is mentioned in the service marketing triangle:

Back 6

1. Internal marking-enabling the promise

2. External marketing- making the promise

3. Interactive marketing- delivering the promise

Front 7

How is the service marketing triangle designed?

Back 7

Company (mgt)

Internal Mkt External Mkt

Providers Customers

Interactive Mkt

Front 8

How to organizations that seek to provide consistently high levels of service excellence fit into the triangle?

Back 8

They will continuously work to align the 3 sides of the triangle

Front 9

T/F: Aligning the sides of the triangle is an ongoing process

Back 9

True

Front 10

6 areas involved in making promises:

Back 10

1. Understanding customer needs

2. Managing expectations

3. Traditional marketing communications

4. Sales and promo

5. Advertising

6. Internet and web site communication

Front 11

5 areas involved in keeping promises:

Back 11

1. Service delivery (reliability, responsiveness, empathy, assurance, tangibles, recovery, and flexibility)

2. Face to face, phone, and online interactions

3. The customer experience

4. Customer interactions with sub contacts or business partners

5. The moment of truth

Front 12

6 areas of enabling promises:

Back 12

1. Hiring the right people

2. Training and developing people to deliver service

3. Employee empowerment

4. Support systems

5. Appropriate technology and equipment

6. Rewards and incentives

Front 13

2 ways to use the services marketing triangle:

Back 13

Overall strategic assessment (how is it doing on all 3 sides, weaknesses and strengths?)

Specific service implementation (who is promoting what, how will it be delivered, are their supporting systems in place?)

Front 14

The service profit chain:

Back 14

Internal service quality- employee satisfaction-employee retention or employee productivity-external service value-cusomter satisfaction- customer loyalty- revenue growth or profitabilty

Front 15

Boundary spanners

Back 15

Provide a critical link between the external customer environment and the internal operations of the organization.

Front 16

Boundary spanners serve a critical function in...

Back 16

Understanding, filtering, interpreting info and resources to and from the org and its external constituencies

Front 17

Are boundary spanners low or high stress?

Back 17

High stress

Front 18

Do boundary spanner roles require emotional labor?

Back 18

Yes. Suppression of true feelings is required

Front 19

3 sources of potential conflict in boundary spanners:

Back 19

1. Person/role

2. Org/client

3. Interclient

Front 20

T/F: Boundary spanners require quality/productivity tradeoffs

Back 20

True

Front 21

Benefits of empowerment: (5)

Back 21

1. Quick response

2. Employees feel better

3. Employees interact with warmth/enthusiasm

4. Sources of ideas

5. Great WOM adv fro customers

Front 22

Costs of empowerment: (5)

Back 22

1. Potentially greater $ investment in selection and training

2. High labor costs

3. Potentially slower or inconsistent service delivery

4. May violate customers perceptions of fair play

5. Employees may give away the store or make bad decsions

Front 23

Look at the circle in text

Back 23

Look at circle in text