Shared Flashcard Set

Details

Services
MGKT 360 - MGKT Serices
17
Marketing
Undergraduate 4
12/11/2009

Additional Marketing Flashcards

 


 

Cards

Term
Augmented service
Definition
The core service plus additional services provided to enhance value. Ex: valet parking at the basketball game.
Term
Capacity management
Definition
The process by which organizations adjust their offerings in an attempt to match demand.
Term
Core service
Definition
The basic benefit of having a service performed. Ex: basketball game.
Term
Credence qualities
Definition
Product characteristics that are difficult to evaluate even after they have been experienced.
Term
Critical incident technique
Definition
A method for measuring service quality in which marketers use customer complaints to identify (& record) critical incidents—specific face-to-face contacts between consumer and service providers that cause problems and lead to dissatisfaction. By tracking these down a service provider can improve their service act.
Term
Disintermediation
Definition
Using self-service technologies (ex: web, ATM's, kiosks) to eliminate the face-to-face interaction between customers and (costly and error-prone) salespeople. The goal is to minimize negative service, reduce service variablility, and reduce costs.
Term
Experience qualities
Definition
Product characteristics that customers can only judge during or after consumption. Ex: the taste of a latte.
Term
Gap analysis
Definition
A marketing research method that measures the difference between a customer’s expectation of a service quality and what actually occurred.
Term
Inseparability
Definition
The characteristic of a service that means that it is impossible to separate the production of a service from the consumption of that service. (Ex: a haircut is produced when a client arrives).
Term
Intangibility
Definition
The characteristic of a service that means customers can’t see, touch, or smell good service.
Term
Perishability
Definition
The characteristic of a service that makes it impossible to store for later sale or consumption.
Term
Search qualities
Definition
Product characteristics that the consumer can examine prior to purchase. Ex: the price, # shots and brand of caramel syrup in a latte.
Term
Service encounter
Definition
The actual interaction between the customer and the service provider.
Term
Services
Definition
Intangible products that are exchanged directly from the producer to the customer.
Term
Servicescape
Definition
The actual physical facility where the service is performed, delivered, and consumed. Smart service providers place quality cues in their servicescape to increase consumer beliefs they are receiving a high-quality service (ex: avant-garde lighting, great music, wallpaper, uniforms, couches etc.). The servicescape is part of the product.
Term
SERVQUAL
Definition
A multiple-item survey scale used to measure service quality across the dimensions of tangibles, reliability, responsiveness, assurance, and empathy.
Term
Variability
Definition
The characteristic of a service that means that even the same service performed by the same individual for the same customer can vary. (Ever had the same meal at the same restaurant and it not be the same?)
Supporting users have an ad free experience!