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D174 Module 8
Service strategy
| Term | Definition |
|---|---|
| Service | a product in the sense that it represents a bundle of benefits that can satisfy customer wants and needs, yet it does so without physical form. |
| Service dominant logic | Service is the fundamental basis of exchange, Value is co-created by multiple parties, including the company and the customer, value is defined by customer |
| Characteristics of services | Intangibility, Inseparability, Perishability, Variability |
| Intangibility | A service cannot be experienced through the physical senses. It cannot be seen, heard, tasted, felt, or smelled by a customer |
| Inseparability | it is produced and consumed at the same time and cannot be separated from its provider. |
| Variability | An offshoot of the inseparability issue, variability of a service means that because it can’t be separated from the provider, a service’s quality can only be as good as that of the provider him-/herself. |
| Perishability | An offshoot of the inseparability issue, variability of a service means that because it can’t be separated from the provider, a service’s quality can only be as good as that of the provider him-/herself. |
| Fluctuating demand | When the level of consumer demand is not constant, having serious implications related to the perishability of services. |
| Service-Profit Chain | The formalization of linkages between employee and customer aspects of service delivery. |
| Internal Marketing | The treating of employees as customers and developing systems and benefits that satisfy their needs to promote internal service quality. |
| Customer-centric | Placing the customer at the core of the enterprise and focusing on investments in customers over the long term. |
| Customer mind set | An individual’s belief that understanding and satisfying customers, whether internal or external to the organization, is central to the proper execution of his or her job. |
| Customer expectation management | The process of making sure the firm does not set customer expectations so high that they cannot be effectively met on a consistent basis. |
| Customer retention | Low propensity among a firm’s customer base to consider switching to other providers. |
| Customer advocacy | A willingness and ability on the part of a customer to participate in communicating the brand message to others within his or her sphere of influence. |
| three major types of attributes relevant to any offering | search attributes, experience attributes, and credence attributes |
| Search attributes | Aspects of an offering that are physically observable before consumption. |
| Experience attributes | Aspects of an offering that can be evaluated only during or after consumption. |
| Credence attributes | Aspects of an offering for which customers cannot make a reasonable evaluation, even after use. |
| Customer delight | The exceeding of customer expectations. |
| Delightful surprises | Built-in extras in service delivery not expected by the customer. |
| Service quality | The formalization of the measurement of customer expectations of a service compared to perceptions of actual service performance. |
| Service encounter | The time period during which a customer interacts in any way with a service provider. |
| Moment-of-truth | The face-to-face time between customer and service provider. |
| Gap Model | A visual tool used in the measurement of service quality that identifies and measures the differences between consumer and marketer perceptions of a provided service. |
| Service recovery (Gap 3) | The restoring of service quality to a level at or above the customer’s expectations following a service failure. |
| Service failure (Gap 3) | When a service fails to meet the quality level promised by the provider. |
| Dimension of service quality | The five aspects of a service that make up its total quality, including tangibles, reliability, responsiveness, assurance, and empathy. |
| Tangibles | The physical evidence of a service or the observable aspects that help customers form advance opinions about the service despite its general intangibility. |
| Reliability | The percentage of time a product works without failure or stoppage. |
| Assurance | The willingness and ability to provide prompt service and to respond quickly to customer requests. |
| Empathy | The caring and individual attention a service provider gives to customers; considering things from the customer’s point of view. |
| Servqual | A measurement instrument designed to reflect the five dimensions of service quality. |
| Service blueprint | Complete pictorial designs and flow charts of all of a service’s activities from the first customer contact to the actual delivery of the service. |
| Line of Visibility | The separation between activities customers see and those they do not see in the process of service delivery. |
| SERVQUAL Measures | Tangibles, Reliability, Responsiveness, Assurance, Empathy |
| Tangibles in the Servqual | physical evidence of a service or the observable aspects that help customers form advance opinions about the service despite its general intangibility |
| Reliability in SERVQUAL | ability to provide service dependably and accurately and thus to deliver what was promised. Reliability means performing the service right the first time and every time |
| Responsiveness in SERVQUAL | willingness and ability to provide prompt service and to respond quickly to customer requests. Customers often complain about a lack of responsiveness on the part of service providers |
| Assurance in SERVQUAL | knowledge and courtesy of employees, and the ability to convey trust and build a customer’s confidence in the quality of the service. Service providers often provide assurance primarily through their own competence in the job. |
| Empathy in SERVQUAL | caring and individual attention a service provider gives to customers. Empathy means considering things from the customer’s point of view. |
| SERVQUAL | Measurement instrument that reflects five dimensions of service quality |
Created by:
mkale
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