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52 Cards in this Set
- Front
- Back
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Dominant and Most Reliable Predictors for Success Relate to….4 Characteristics.
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1) Product/Service
2) Strategy 3) Process 4) Marketplace |
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List 6 Types of New Services/Service Innovations.
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1) Style Changes
2) Service Improvement 3) Svc Line Extension 4) Offer New Svc for Current Target Market 5) Start Up Svc Businesses 6) Major Svc Innovations |
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Explain the Type of New Service: Style Changes.
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-Most modest form of svc innovations
-Smallest change -Change of uniforms, décor, etc. -Highly visible and noticeable to customers |
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Explain the Type of New Service: Service Improvement.
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-Most common type of svc innovation
-Change in the feature of a svc -Dentist office open on Sundays -Hotel – free wireless internet |
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Explain the Type of New Service: Svc Line Extension.
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-Adding svcs to your existing svc line (same svcs)
-Adding new menu items |
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Explain the Type of New Service: Offer New Svc for Current Target Market.
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-New!
-Adding svcs but its not within your svc line, it’s a new category or line. -Café in Barnes and Noble |
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Explain the Type of New Service: Start Up Svc Businesses.
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-New kind of svc delivery system for a market that is already being served.
-In a new way -Online banking, mobile pet grooming |
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Explain the Type of New Service: Major Svc Innovations.
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-Rare
-Completely new svcs, new to the world -Broadcast TV svcs 1939 -Ebay |
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Define Service Blueprints.
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A picture or map that shows the service system so that all the people involved can understand and deal with it objectively. Regardless of their roles or opinions.
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List the 4 Major Components for Svc Blueprints.
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1) Customer Actions
2) Onstage “Contact Employee” Actions 3) “Backstage Contact Employee” Actions 4) “Support Processes” |
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Explain the Svc Blueprint Component: Customer Actions.
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-Steps, choices, activities, and interactions that the customer performs in the process of purchasing, consuming and evaluation the service.
-Easiest to understand |
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Explain the Svc Blueprint Component: Onstage “Contact Employee” Actions.
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-Visible to customer
-Interacts/contacts with customer -Aka a “contact employee” |
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Explain the Svc Blueprint Component: “Backstage Contact Employee” Actions.
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-Not visible
-Performing something for the customer that is not visible to the customer. |
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Explain the Svc Blueprint Component: “Support Processes.”
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-The internal services, steps and interactions done to support the contact employees in delivering the svc.
-Does not interact with the customer. |
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Define Line of Interaction.
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Direct interactions between the customer and the organization
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Define Standardization.
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Nonvarying sequential process, where each step is laid out in order and outcomes are uniform.
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Define Customization.
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Adapting or tailoring processes to an individual customer.
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List the 3 Forms of Standardization of Services.
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1) Substituting technology for human contact
2) Improvement in work methods 3) Combining 1 & 2 |
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List the 3 Factors Appropriate for Setting Svc Standards.
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1) Some standardization of service.
(routine tasks, substitute technology for whatever you can) 2) Use of formal goal setting. (setting standards for individual service behaviors) 3) Use of customer defined standards. |
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Define Customer Defined Service Standards.
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Operational standards based requirements visible to and measured by customers rather than on company concerns.
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Define Service Quality Index.
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Based on customer complaints in svc qualities.
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Name the 2 Types of Standards.
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1) Hard
2) Soft |
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Explain Hard Standards.
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-Things that can be counted, timed or directly measured.
-Measures speed of svc performance. -Ex. How many days does it take to respond to a customer complaint? -Directly observable. |
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Explain Soft Standards.
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-Still measureable
-“Perceptually based” standards -Can’t directly observe them -Customers opinions or judgments of things -Ex. Customer’s perception of the speed of svc. |
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Define Physical Evidence.
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The environment where the svc is being delivered, where the company and customer interact. Also includes any tangibles.
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Define Servicescape.
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Description of the environment where the svc delivery takes place.
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Name the 2 Elements of the Servicescape that Affect Customers.
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1) Exterior Attributes (signage, parking, landscape)
2) Interior Attributes (design, layout, equipment, décor) |
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Name the 2 Classifications of the Types of Servicescapes.
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1) Usage
2) Complexity |
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Explain the Classification of Servicescapes: Usage.
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Self Service- Customer Only (who are in the environment) → ATM
Remote Service- Employees only (electric company) Interpersonal Service- Customers and employees interacting together |
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Explain the Classification of Servicescapes: Complexity.
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Lean Svc Environment- Very simple, few elements and little space.
Elaborate Svc Environment- Large, many elements, variety of functions. Hot dog vendor v. Chazzy Dogs |
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List the 5 Roles of Servicescapes.
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1) Packages the svc
2) Positions the svc 3) Facilitates the svc 4) Socializes the svc 5) Differentiates the svc |
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Explain the Stimulus Response Theory as it Relates to Servicescape Effects on Behavior.
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Stimulus → Organism → Response
Music → Customers → They left |
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List the 3 Environmental Dimension of the Svcscape that Influence Responses & Behaviors.
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1) Ambient Conditions- Background characteristics of the environment (temp, lighting, noise, music, scent, color)
2) Layout and Functionality- What elements in the room are arranged and the functions of them. 3) Signs, Symbols and Artifacts- Things that communicate the service place to outsiders. |
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Define Corporate Culture.
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Shared values and beliefs that gives meaning to members of an organization
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Define Service Culture.
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Culture where appreciation for good svc exists.
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Contact Employees Are…
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-The svc
-Personify the firm in the customer’s eyes. -The brand -Perform the role of marketers. |
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Define Service Triangle.
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Visually reinforces the importance of people in the ability of the companies to keep their promises and build customer relationships.
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Name the 6 Parts of the Service Triangle.
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-Points-
1) Company 2) Customers 3) Providers (employees, ppl who deliver svc) -Sides- 4) External Marketing 5) Interactive Marketing (Real-Time Marketing) 6) Internal Marketing |
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Define External Marketing.
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Efforts that the firm takes in order to make its customers’ expectations and make promises to customers.
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Define Interactive Marketing.
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Delivering the promise. Where promises are kept or broken by the company’s employees
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Define Internal Marketing.
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Aiding employees in their ability to deliver the svc promise.
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Define Service Profit Chains.
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Suggests there are critical linkages among internal service quality; employee satisfaction/productivity; the value of svcs provided to the customer, and the customer’s satisfaction.
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Define Boundary Spanners.
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The frontline employees. Employees who provide a link between the external customer/environment and the internal operation of the organization
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Define Emotional Labor.
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Labor that goes beyond the physical or mental skills needed to deliver quality service.
-Boundary spanner who is having a bad day is still expected to put on the face of the organization when interacting with customers. |
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List the 3 Sources of Conflict.
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1) Person/Role Conflict
2) Organization/Client Conflict 3) Interclient Conflict |
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Explain the Source of Conflict: Person/Role Conflict.
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Front liners feel conflicted between what they are asked to do and their own personalities, orientations and values.
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Explain the Source of Conflict: Organization/Client Conflict.
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Conflict for front liners between their two bosses: the organization and the individual customer.
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Explain the Source of Conflict: Interclient Conflict.
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When incompatible expectations and requirements arise from 2+ customers. Usually when serving customers in turn like at a bank.
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List the 4 Strategies for Delivering Service Quality Through People.
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1) Hire the right people
2) Develop people to deliver service quality 3) Provide the needed support systems 4) Retain the best people |
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Define Service Competencies.
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Skills and knowledge necessary to do the job.
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Define Service Inclination.
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Interest in doing service-related work.
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Define Empowerment.
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Giving employees the authority, skills, tools and desire to serve the customer.
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