In the simplest terms, ____ are deeds, processes and performances.
Services
When Heather goes to the local gym, she has a personal trainer who helps make sure she is using the equipment correctly. The personal trainer is an example of a (n):
Service
____ is a key determinant of whether a product offering should be classified as a product or a service.
Tangibility
Which of the following is an example of a tangible component provided by a hotel?
Guest rooms
Which of the following is NOT an example of a service business?
Soft drink bottler
The first time Terry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommen
Heterogeneity
The Offshore Sailing School in Jersey City, New Jersey offers a basic sailing course, which takes place in 3 days over 2 weekends, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and rece
Simultaneous production and consumption.
____ refers to the fact that services cannot be saved, stored, resold or returned.
Perishability
Which of the following is NOT an element of the traditional marketing mix?
Production
In addition to the elements of the traditional marketing mix, the expanded mix for service includes:
People, physical evidence, and process
The central focus of the gaps model of service quality is the:
Difference between customer expectations and perceptions.
Provider ___ is the difference between customer expectations of service and company understanding of those expectations.
Gap 1
Which of the following is NOT a source of customer expectations?
Target Market
FedEx developed a 12-item statistical Service quality indicator to measure customer satisfaction and service quality. The index is comprised of customer-defined performance standards such as a number of missed pick-ups, number of lost packages and number
Gap 2
Provider ___ is the difference between the development of customer driven service standards and actual service performance by company employees.
Gap 3
Provider ____ is the difference between service delivery and the service provider's external communications.
Gap 4
Marriott had an advertising campaign with the following theme: "you can't be late for business appointments and neither can we. At Marriott, if your breakfast doesn't show up on time, it wont show up on your bill. That's because we take our business just
Gap 4
Jiffy Lube, a franchiser of 10 minute oil and lubrication services, has been plagued by a lack of consistency across franchisees to adhere to common service standards as it rapidly expanded its franchise business across the U.S Jiffy Lube's failure to req
Gap 3
American Airlines pilots and crews are trained to inform customers immediately when flight delays occur and o keep customers advised at regular intervals about the changes in a flight's schedule. By keeping customers informed during a flight, American Air
Gap 4
Companies that emphasize acquiring new customers rather than retaining current customers are using ____ marketing.
Transactional
What airport were Jet Blue's passengers stranded at?
JFK
Jet Blue was a ___ cost airline with ___ quality service
Low & High
What amenities did Jet Blue offer that were different then other airlines?
Touch screen check in , wider seats, more leg space
Even though other airlines cancelled flights and stranded passengers, why did Jet Blue get the most attention?
Because they focused on customer service so when flights cancelled customers expectations weren't reached.
What were the reasons for Jet Blue's operating loss of $20 million in 2005?
Fuel costs went up 52% from previous prices.
What was the client goal for FA's that adopted Supernova?
200
Why was it important for FA's to properly run Supernova?
To give Supernova a good reputation
What was the Supernova Service Promise?
You will receive rapid response to any problem you may have, hearing from us within 1 hours, and having resolution withing 24.
How do FA's bring in clients
Cold calling, industry affiliations, networking, professional alliances
12-4-2 and financial planning were described as ___ principles
Segmentation, Acquisition, Organization
Customer Behavior Services
-Search, Experience, and Credence Properties
-Consumer Choice
-Consumer Experience
-Post experience Evaluation
-Global Differences: The Role of Culture
High in Search Qualities
Clothing, jewelry, furniture, houses, automobiles
High in Experience Qualities
Restaurant meals, vacation, haircuts, childcare
High in credence qualities
Television repair, legal services, root canal, auto repair, medical dignosis
Stages in Consumer Decision Making and Evaluation of Services
Need recognition => Information Search => Evaluation of alternatives => Purchase => Consumer Experience => Post experience evaluation
Need Recognition
Physiological, Safety and Security, Social, Ego, Self Actualization (all needs)
Issues to Consider in Examining the Consumer's Service Experience
1.) Services as processes, 2.) Service provision as drama, 3.) Service roles and scripts, 4.) The compatibility of service customers, 5.) Customer coproduction, 6.) Emotion and mood.
Outcomes of Customer Satisfaction
Increased customer retention
Positive word-of-mouth communications
Increased revenues
What is Service Quality?
Service quality is the customer's judgment of overall excellence of the service provided in relation to the quality that was expected.
outcome quality
interaction quality
physical environment quality
The Five Dimensions of Service Quality
Reliability, Assurance, Tangibles, Empathy, Responsiveness.
Common Themes in Critical Service Encounters Research
Recovery, Adaptability, Coping, Spontaneity