Save
Busy. Please wait.
Log in with Clever
or
show password
Forgot Password?
Don't have an account?  Sign up 
Sign up using Clever
or
Username is available taken
show password


Make sure to remember your password. If you forget it there is no way for StudyStack to send you a reset link. You would need to create a new account. Your email address is only used to allow you to reset your password. See our Privacy Policy and Terms of Service.

Already a StudyStack user? Log In

Reset Password
Enter the associated with your account, and we'll email you a link to reset your password.
focusNode
Didn't know it?
click below
 
Knew it?
click below
Don't Know
Remaining cards (0)
Know
0:00
edit
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.

  Normal Size     Small Size show me how

Retail Mkt-Final

Chapter 19

QuestionAnswer
CUSTOMER SERVICE: ROLE OF EXPECTATIONS Are based on knowledge and experiences which vary with type of retailers (discount vs department stores)
PERCEIVED SERVICE Evaluation are based on perception
CUES USED TO ASSESS SERVICE Reliability, Tangibility, Empathy, Responsiveness, Assurance
RELIABILITY Accuracy of billing, meeting promised delivery dates
ASSURANCE (Trust) Guarantees and warranties return policies; Knowledge and courtesy of employees and their ability to convey trust and confidence, such as having sales people who are thoroughly trained
RESPONSIVENESS Willingness to help customers and provide prompt service as returning calls and emails immediately
EMPATHY Caring, individualized attention provided to customers ex) personalized service and/or recognition by name
TANGIBILITY Appearance of store/website, display of merchandise, and appearance of sales people
GAP MODEL FOR IMPROVING SERVICE QUALITY 1)Knowledge gap 2)Standards gap 3)Delivery gap 4)Communication gap
KNOWLEDGE GAP Difference b/w customer expectations and the retailers perception of customer expectations= knowing what the customer wants
STANDARDS GAP Difference b/w the retailers perception of customer's expectations and the customers service standards is set.
DELIVERY GAP Difference b/w the retailer's service standard and the actual service provided to customers
COMMUNICATION GAP Difference b/w the actual service provided to customers and the service promised in the retailer's promotion program
CLOSING THE KNOWLEDGE GAP [KNOWING WHAT CUSTOMERS WANT] Comprehensive studies, customer panels and interviews, interacting with customers, feedback from store employees, and using customer research
CLOSING THE STANDARDS GAP: [SETTING SERVICE STANDARDS] High quality service commitment, define the service providers, set service goals, measure service performance (mystery shoppers)
CLOSING THE DELIVERY GAP: [MEETING AND EXCEEDING SERVICE STANDARDS] Provide instrumental and emotional support, improve internal communications, provide incentives, use technology
INSTRUMENTAL SUPPORT: Associates need to have the appropriate systems and the right equipment to deliver the services
EMOTIONAL SUPPORT: Associates need emotional support from their coworkers or a concern for the well-being of others
CLOSING THE COMMUNICATIONS GAP: [COMMUNICATION THE SERVICE PROMISE] Corporate ideas-reality of store operations need to be communicated; managing customer expectations
SERVICE RECOVERY 1)Listen to the customer 2)Provide a fair solution 3)Resolve problem quickly
SERVICE RECOVERY PARADOX? Customer initially dissatisfied with the service but after applying the 3 steps, customer will be more satisfied with the company then before
Created by: clmartinez13
Popular Marketing sets

 

 



Voices

Use these flashcards to help memorize information. Look at the large card and try to recall what is on the other side. Then click the card to flip it. If you knew the answer, click the green Know box. Otherwise, click the red Don't know box.

When you've placed seven or more cards in the Don't know box, click "retry" to try those cards again.

If you've accidentally put the card in the wrong box, just click on the card to take it out of the box.

You can also use your keyboard to move the cards as follows:

If you are logged in to your account, this website will remember which cards you know and don't know so that they are in the same box the next time you log in.

When you need a break, try one of the other activities listed below the flashcards like Matching, Snowman, or Hungry Bug. Although it may feel like you're playing a game, your brain is still making more connections with the information to help you out.

To see how well you know the information, try the Quiz or Test activity.

Pass complete!
"Know" box contains:
Time elapsed:
Retries:
restart all cards