Services Marketing Chapter 1

Front 1

a service has been described as an _______ and a _____________, _________________

Back 1

a service has been described as an act, a process and a performance

Front 2

services can be more widely described as an __________ activities that create ____________ and provide benefits for customers (consumers or organizations.

Back 2

services can be more widely described as an economic activities that create ‘added value’ and provide benefits for customers (consumers or organizations

Front 3

Usually entails answering questions, handling complaints, dealing with queries, taking orders, the provision of maintenance and repairs and other after sales services.

Back 3

CUSTOMER SERVICE

Front 4

where the perceived value of the offering to the buyer is determined more by the service rendered than the product offered

Back 4

SERVICE BUSINESS

Front 5

the entire business or not-for-profit structure that resides within the service sector.

For example, a restaurant, an insurance company, a charity.

Back 5

Service as ORGANIZATION

Front 6

the commercial outputs of a service organization

such as a bank account, an insurance policy or a holiday.

Back 6

core product

Front 7

any peripheral activity designed to enhance the delivery of a core product.

For example, provision of a courtesy car, complimentary coffee at the hairdressers

Back 7

Service as product augmentation

Front 8

any product- or customer-oriented activity that takes place after the point of delivery.

For example monitoring activities, a repair service, up-dating facilities.

Back 8

product support

Front 9

service as a mode of behavior such as helping out, giving advice

Back 9

service as an act

Front 10

Characteristics of services

Back 10

intangibility, variability, inseparability, perishability

Front 11

This is the most basic and often quoted difference between goods and services. Unlike tangible goods, services cannot generally be seen, tasted, felt, heard or smelled before being consumed

Back 11

Intangibility

Front 12

Services are first sold, then produced and consumed simultaneously.

Some services may be produced and delivered in circumstances where the customer’s presence is optional. Other services may rely more on written communication

Back 12

Inseparability

(or simultaneous production and consumption)

Front 13

The quality of the service may vary depending on who provides it, as well as when and how it is provided.

Back 13

Variability (or heterogeneity)

Front 14

Services cannot be stored for later sales or use. As services are performances they cannot be stored

Back 14

Perishability

Front 15

The ‘7 Ps’ of services

Back 15

product, price, promotion and place.

However, the distinctive characteristics of services requires the addition of three more P’s

• PEOPLE

• PHYSICAL EVIDENCE

• PROCESS

Front 16

the appearance and behavior of service personnel

Back 16

People

Front 17

everything from the appearance, design, layout of the service setting, to brochures, signage, equipment (the ‘tangibilizing’ of the intangible)

Back 17

Physical evidence

Front 18

how the service is delivered, the actual procedures and flow of activities.

Back 18

Process

Front 19

What makes a service really a service is the ___________

Back 19

interface

Front 20

The main characteristics of the interface:

Back 20

• customer is physically present.

• service and the delivery process are interdependent (simultaneous production and consumption).

When the customer is in the interface he or she is visiting the factory – the place where the service is delivered.

And the larger the interface the more visible the service is.

Front 21

TRUE OR FALSE

The service and the delivery process are dependent

Back 21

The service and the delivery process are interdependent

(simultaneous production and consumption).

Front 22

TRUE OR FALSE

When the customer is in the interface he or she is visiting the factory

Back 22

TRUE

Front 23

the place where the service is delivered

Back 23

factory

Front 24

TRUE OR FALSE

the larger the interface the more visible the service

Back 24

TRUE

Front 25

TRUE OR FALSE

To say that a service cannot exist without simultaneous production and consumption is not true

Back 25

TRUE

Front 26

major input to the service production process, and is regarded as major source of uncertainty.

Back 26

customer

Front 27

TRUE OR FALSE

It is a challenge for service organizations DURING the service, is the development of strategies to manage customer behavior, hopefully in a way acceptable to both parties.

Back 27

TRUE

Front 28

The more intangibility there is in a service, the greater problem becomes.

Back 28

performance ambiguity

Front 29

TRUE OR FALSE

As intangibility decreases, the customer has less evidence available to assess the service

Back 29

TRUE

As intangibility increases, the customer has less evidence available to assess the service

Front 30

usually formed prior to usage of a service but may also occur where a customer is actively involved in the delivery of a service.

They reflect inclinations or beliefs as to what will or should happen.

Back 30

Expectations

Front 31

can also develop during a service, but invariably materialize after usage. They represent the customer’s evaluation of the service, particularly in relation to expectations.

Back 31

Perceptions

Front 32

Satisfaction is ___________ minus __________________

Back 32

Satisfaction = Perception - Excpectation

Front 33

What the customers is really buying?

Back 33

CORE ELEMENT

Front 34

Additional benefits of a service.

It is usually in the form of further services and these are also referred to as supplementary, peripheral and facilitating

Back 34

AUGMENTED ELEMENT

Front 35

‘the process by which the principles of the fast food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world’.

Back 35

McDonaldization

Front 36

HE defines McDonaldization as ‘the process by which the principles of the fast food restaurant are coming to dominate more and more sectors of American society as well as the rest of the world’.

Back 36

RITZER

Front 37

Four dimension of McDonaldization

Back 37

1. efficiency

2. calculability

3. predictability

4. control

Front 38

regarded as the optimum method for getting from one point to another.

The McDonald’s restaurant offers the best available way to get from being hungry to being full.

Back 38

EFFICIENCY

Front 39

emphasizes calculating, counting, quantifying,

e.g. how much time should a doctor spend with a patient.

Back 39

CALCULABILITY

Front 40

means order certainty, knowing what to expect.

It suggests a service can be pre programmed/choreographed.

Surprises are unlikely

Back 40

Predictability

Front 41

is the fourth dimension. It is exerted through the substitution of non-humans for human technology.

A human technology (a screwdriver for example) is controlled by people

; a non-human technology (the assembly line for instance) controls people

Back 41

CONTROL

Front 42

to deprive (someone or something) of human qualities, personality, or dignity; to inhuman or degrading conditions or treatment

Back 42

DEHUMANIZED

Front 43

to deprive of the sense of personal identity

Back 43

DEPERSONALIZED

Front 44

TRUE OR FALSE

As employees are made to become more robotic-like in their behavior, stress and a sense of loss of identity may follow

Back 44

TRUE

Front 45

TRUE OR FALSE

To help address the problems services are turning to technology.

Back 45

TRUE

Front 46

TRUE OR FALSE

The advance of technology not only enables services to transfer some of the work to customers but also allows organizations to vary according to customer type, the service received.

Back 46

TRUE

Front 47

TRUE OF FALSE

With the advent of information technology, organizations can now amass a substantial amount of data on customers.

Back 47

TRUE

Front 48

TRUE OR FALSE

Technology not only appears in service provider/customer contacts. It is also present within the service organization’s work environment

Back 48

TRUE

Front 49

The aim of technology are largely two fold

(1)__________ (2)____________

Back 49

The aims are largely twofold: management control and efficiency.

Back 50

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