Service product 2: service quality (PPT)
6 important questions on Service product 2: service quality (PPT)
What are the characteristics of service encounter?
- Is the ''moment of truth''
- Occurs any time the customer interacts with the firm
- Is critical in determining customer satisfaction and loyalty
- Types of encounters:
- Remote encounters, phone encounters, face-to-face encounters, online
- Is an opportunity to:
- Build trust
- Reinforce quality
- Build brand identity
- Increader loyalty
What is a different synonym for the knowledge gap?
What are the reasons for the knowledge gap?
- Not knowing what customers expect or wrong perception of customer expectations.
- Lack of marketing research orientation
- inadequate upward communication (from contact staff to management)
- Insufficient relationship focus (emphasis on transactions and finding new customers)
- Too many levels of management and no empowerment to the front office (inadequate service recovery)
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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What are reasons for the delivery gap?
- Not delivering to service standards
- Role ambiquity and role conflict - unsure of what the customer's part in the service is
- Poor employee or technology fit - the wrong person or system for the job
- Inappropriate supervisory control or lack or perceived control - too much or too little control
- Lack of teamwork
What is the positioning/ communicaiton gap?
What are reasons for the positioning gap?
- When promises made do not match actual delivery
- inadequate horizontal communication - between sales and operations/ between marketing and sales
- a propensity to overpromise, for instance in advertising
- Inappropriate pricing: high prices raise expectations
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
