Mar 4841 - Study guides, Class notes & Summaries

MAR 4841 - Exam 3 Questions And Answers 2024 Service Blueprinting - ANS-A tool for simultaneously depicting the service process, the points of customer contact, and the evidence of service from the customer's point of view What is a service blueprint? - ANS-Picture or map that portrays the customer experience and the service system Blueprint Components - ANS-Physical Evidence Customer Actions -----------------Line of interaction Visible Contact Employee Actions -----------------Line ...

Customer Perceptions of Quality and Customer Satisfaction Factors Influencing customer satisfaction correct answers •Product/service quality •Specific product or service features •Consumer emotions •Attributions for service success or failure •Perceptions of equity or fairness •Other consumers, family members, and coworkers •Price •Personal factors -the customer's mood or emotional state -situational factors Outcomes of Customer Satisfaction cor...

criteria for effective research plan correct answers 1. includes both qualitative and quantitative research 2. includes both expectations and perceptions 3. balances research cost and value of information 4. includes statistical validity 5. measures priorities or importance of attributes 6. occurs with appropriate frequency (ongoing) 7. measures of loyalty, behavior intent, or actual behavior service research program correct answers the portfolio of research studies and types needed to...

Key reasons for service communication 1. service intangibility 2. management of service promises 3. management of customer expectations 4. customer education 5. internal marketing communication -these five aspects of service intangibility make customers feel more uncertain about their purchases, and evidence indicates that the greater the risk that customers perceive in purchasing services, the more actively they will seek and rely on word of mouth communications to guide their choices. ...

Key reasons for service communication - ANSWER1. service intangibility 2. management of service promises 3. management of customer expectations 4. customer education 5. internal marketing communication -these five aspects of service intangibility make customers feel more uncertain about their purchases, and evidence indicates that the greater the risk that customers perceive in purchasing services, the more actively they will seek and rely on word of mouth communications to guide their ch...