MARK3000 Exam 4 Grantham Exam Study
Guide.
Service - answerany intangible offering that involves a deed, performance, or effort that
cannot be physically possessed: intangible customer benefits that are produced by people or
machines and cannot be separated from the producer
Customer Service -...
Service - answer✔✔any intangible offering that involves a deed, performance, or effort that
cannot be physically possessed: intangible customer benefits that are produced by people or
machines and cannot be separated from the producer
Customer Service - answer✔✔specifically refers to the human or mechanical activities firms
undertake to help satisfy their customers' needs and wants
Intangible - answer✔✔a characteristic of a service; it cannot be touched, tasted, or seen like a
pure product can
Inseparable - answer✔✔a characteristic of a service; it is produced and consumed at the same
time, that is service and consumption are inseparable
Heterogeneity - answer✔✔as it refers to the differences between the marketing of products and
services, the delivery of services is more variable
-Challenge: people make mistakes, people like to do things differently...how do you streamline
and standardize human behavior?
-Ex. Charter—you may call on a Monday and have an awful customer service with Jim, but if
you call on a Tuesday, you may have a great experience with Becky. Jim may give awful
customer service on Mondays mornings, but by Tuesday afternoon has gotten back in the groove
of the work week and give better service
-Technology/Automation and Training/Scripts help consistency
Perishable - answer✔✔a characteristic of a service; it cannot be stored for use in the future
-Prices often help with the perishable aspect of services
Ex. Matinee prices for movies, early bird specials
Service Gap - answer✔✔results when a service fails to meet the expectations that customers
have about how it should be delivered
Knowledge Gap - answer✔✔a type of service gap; reflects the difference between customer's
expectations and the firm's perception of those expectations
-Happens because the company doesn't care, didn't do the research, or you interpreted your
research wrong and have a poor perception of customers service expectations
-Ex. Seinfeld Customer Service Example https://www.youtube.com/watch?v=2xqkpP59UgM
Standards Gap - answer✔✔a type of service gap; pertains to the difference between the firm's
perceptions of customer's expectations and the service standards it sets
-Happens when a business has little flexibility
-Can be fixed by establishing performance standards that are based upon customer needs and
educating employees
-Ex. Customer Service Compilation https://www.youtube.com/watch?v=9oywp2qRRyc
Delivery Gap - answer✔✔a type of service gap; the difference between the firm's service
standards and the actual service it provides to customers
-Happens when employees perform poorly/wrong
-Can be fixed by hiring well, training, monitoring and rewarding employees
Communication Gap - answer✔✔a type of service gap; refers to the difference between the
actual service provided to customers and the service that the firm's promotion program promises
-Commercials, comments from sales people and other advertisements must reflect the actual
service
Service Quality - answer✔✔customer's perceptions of how well a service meets or exceeds their
expectations
Voice-of-Customer (VOC) Program - answer✔✔an ongoing marketing research system that
collects customer inputs and integrates them into managerial decisions
Distributive Fairness - answer✔✔pertains to a customer's perception of the benefits he or she
received compared with the costs (inconvenience or loss) that resulted from a service failure
Procedural Fairness - answer✔✔refers to the customer's perception of the fairness of the process
used to resolve complaints about service
Services marketing - answer✔✔intangible offering that involves a deed, performance or effort
that cannot be physically possessed
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