Home > Flashcards > Print Preview

The flashcards below were created by user melmal8 on FreezingBlue Flashcards. What would you like to do?

  1. What are the four characteristics of services and what are the implications for the marketer?
    • Services are Intangible, Inseparable, Heterogenous, & Perishable.
    • Intangible: difficult for marketers to communicate benefits
    • Inseparable: dependent on employees due to consumers' sumultaneous involvement with production
    • Heterogeneity: importance of consistency and reliability
    • Perishability: challenge is to synchronize supply and demand
  2. What are the differences between Search, Experience & Credence Qualities?
    • Search Quality: a characteristic that can easily be assessed before purchase (color)
    • Experience Quality: characteristic that can only be assessed after use (dining out)
    • Credence Quality: difficult to assess even after use due to lack of knowledge (medical services)
  3. What are the 5 components by which customers evaluate Service Quality?
    • Reliability: **most important to customers** ability to perform the service dependably, accurately & consistently
    • Responsiveness: ability to provide prompt service
    • Assurance: the knowledge & courtesy of employees and their ability to convey trust
    • Empathy: caring, individualized attention to customers
    • Tangibles: the physical evidence of the service
  4. What is the Gap Model and what are the 5 Gaps included?
    • The Gap Model details the 5 gaps that can cause problems in service delivery and influence customer evaluations of service quality:
    • What customers want and what mgmnt thinks customers want
    • What mgmnt thinks customers want and the quality specifications that mgmnt develops to provide the service
    • The quality specifications and the service that is actually provided
    • What the company provides and what the customer is told it provides
    • The service that customers receive and the service that they want

Card Set Information

2010-10-25 21:58:11
Mktg Exam Ch12

Mktg Exam Ch12
Show Answers:

What would you like to do?

Home > Flashcards > Print Preview