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23 Cards in this Set
- Front
- Back
What is Gap 3? |
Service delivery-customer driven service designs and standards |
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Key factors leading to provider Gap 3: |
-Deficiencies in HR policies (bad recruitment, poor employees, lack of empowerment, etc) -Failure to match supply and demand (innapropriate customer mix, over reliance on price to smooth demand) -Customers not fulfilling roles (lack knowledge, customers negatively impact each other) -Problems with service intermediaries (Channel conflict, difficulty controlling quality and consistency, tension between empowerment and control) |
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4 critical importances of service employees: |
1. They are the service 2. They are the org in the customers eyes 3. They are the brand 4. They are the marketers |
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The importance of service employees is evident in: (3) |
1. The services marketing mix (people) 2. The service profit chain 3. The services triangle |
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Who is at the tips of the customer services triangle? |
Company, providers, and customers |
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What 3 types of marketing is mentioned in the service marketing triangle: |
1. Internal marking-enabling the promise 2. External marketing- making the promise 3. Interactive marketing- delivering the promise |
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How is the service marketing triangle designed? |
Company (mgt) Internal Mkt External Mkt Providers Customers Interactive Mkt |
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How to organizations that seek to provide consistently high levels of service excellence fit into the triangle? |
They will continuously work to align the 3 sides of the triangle |
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T/F: Aligning the sides of the triangle is an ongoing process |
True |
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6 areas involved in making promises: |
1. Understanding customer needs 2. Managing expectations 3. Traditional marketing communications 4. Sales and promo 5. Advertising 6. Internet and web site communication |
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5 areas involved in keeping promises: |
1. Service delivery (reliability, responsiveness, empathy, assurance, tangibles, recovery, and flexibility) 2. Face to face, phone, and online interactions 3. The customer experience 4. Customer interactions with sub contacts or business partners 5. The moment of truth |
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6 areas of enabling promises: |
1. Hiring the right people 2. Training and developing people to deliver service 3. Employee empowerment 4. Support systems 5. Appropriate technology and equipment 6. Rewards and incentives |
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2 ways to use the services marketing triangle: |
Overall strategic assessment (how is it doing on all 3 sides, weaknesses and strengths?) Specific service implementation (who is promoting what, how will it be delivered, are their supporting systems in place?) |
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The service profit chain: |
Internal service quality- employee satisfaction-employee retention or employee productivity-external service value-cusomter satisfaction- customer loyalty- revenue growth or profitabilty |
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Boundary spanners |
Provide a critical link between the external customer environment and the internal operations of the organization. |
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Boundary spanners serve a critical function in... |
Understanding, filtering, interpreting info and resources to and from the org and its external constituencies |
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Are boundary spanners low or high stress? |
High stress |
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Do boundary spanner roles require emotional labor? |
Yes. Suppression of true feelings is required |
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3 sources of potential conflict in boundary spanners: |
1. Person/role 2. Org/client 3. Interclient |
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T/F: Boundary spanners require quality/productivity tradeoffs |
True |
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Benefits of empowerment: (5) |
1. Quick response 2. Employees feel better 3. Employees interact with warmth/enthusiasm 4. Sources of ideas 5. Great WOM adv fro customers |
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Costs of empowerment: (5) |
1. Potentially greater $ investment in selection and training 2. High labor costs 3. Potentially slower or inconsistent service delivery 4. May violate customers perceptions of fair play 5. Employees may give away the store or make bad decsions |
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Look at the circle in text |
Look at circle in text |