serv mark

services

economic activities offered by one party, commonly employ time based performances. Customer expect to obtain value from: access to goods, labour etc. they do not take ownership; Something that can be sold, but u cannot drop it on ur foot

charakteristics of services

1. intangibility (nieuchwytność), 2. heterogeneity (niejednorodność) 3. Perishability 4. Simultaneous production and consumption

7p

product, place, promotion, price, people, physical evidence, process

customers as creators and cocreators of services value

1. they create value through involvement 2. enjoy value in use through continued engagement (companies provide platforms for creating value)/other customers can contribute to satisfation

direct and indirect cci (customer to customer interaction)

direct (specific interactions between customers) indirect (impact of customers who are just there)

customer expectations of service

customers expectations- beliefs about service delivery-standards against which performance is judged/customers compere their perceptions with reference points when evaluating quality

types of expectations

desired service (levels wished), adequate service (minimal level of service, zone of tolerance (variation which is accepted and recognised by customers)

factors influencing customer expectations of service

personal needs, personal service philosophy, derived service expectations, perceived service alternatives (other companies), situational factors, predicted service

sources of desired and predicted service expectations

explicit service promises (personal-communicated by service personel, nonpersonal-ads), service promises, word of mouth, past experience

satisfaction vs service quality

satisfaction is broader. Service quality reflects perception of reliability, assurance, responsiveness, empathy and tangibles (elementy zauważalne). satisfaction is more inclusive-influence by perceptions of service quality, product quality, price etc

customer satisfaction

customers fulfillment response. Judgment of a feature or a product. Provides fulfillment

what determines customer satifaction

product and service features, customer emotions (mood), attribution for service success or failure, perceptions of fairness, other people

service encounter/moments of truth

when promises are kept or broken-they contribute overall satisfaction

relationship marketing

Philosophie of doing business that focuses on keeping and improving relationships with current customers. Its cheaper to keep old customers

evolutions of customer relationships

customer as strangers, as acquaintances, as friends, as partners

benefits of customer relationships

for customers: getting greater value then expected, confidence benefits (trust, confidence, comfort in knowing what to expect), social benefits (familiarity), special treatment (deals etc.); firms: economic, customer behavior(free ads), hr (easier service

service failure

performance that falls below customers expectations -> customer dissatisfation

service recovery

actions in response to a service failure to improve situation for customer

why do people not complain

a waste of time, nothing positive will result out of it, no confidence in the complaint proces, don't know how to, its difficult to report, feeling that its their fault

service employees

people who play a part in service delivery and influence buyers perceptions- frontline employees are critical for success

what are service employees

they are the service, they are organization in the the customers eyes, the brand and marketers

challenges for front line employees (fle)

emotional labour, conflicts on the job (person/role conflict, organization/client conflict, interclient conflict)

4 combinations of capacity and demand

excess demand, demand excess optimum capacity (overuse, crowding etc.), balance demand a the level of optimal capacity (quality service), excess capacity (underutilised resources)

capacity constrains

time, labour, equipment, facilities

strategies to shift demand to match capacity

reduce demand during peak time, increase demand to match capacity, increase demand to match capacity, adjust use of resources,

types of service innovation

service offering innovation, innovating around customer roles, -=- servics solutions, interconneced products

role of nonmonetary cost

time cost, search cost, convenience cost, psychological cost

alternative pricing policies

discounts, guarantees/warranties, add-ons/extra products, refund policy. order cancellation time

personal service quaility

technical quality(knowledge, technical solutions, employees ability, computerised systems)-what is delivered/functional (attitudes, behaviour, accessibility, service-mindedness, appearance-how it is delivered

servqual model

responsiveness, reliability, empathy, assurance, tangibles

5 gap knowlage

knowlage, policy, delivery, communication, customer

roles of customer as resources

co-prodution, self service, feedback and innovation

self serving technologies

services produced only by customer without interaction with employees

benefits and threats of sst

convenience, accessibility, ease of use/technical issues, exclusion

types of switching barriers

economic, psychological, procedural

customer relationship management (crm)

strategy for building longterm customer relationship; better analysis of customer needs and loyality; helps retain customers

empowerment

giving employees the authority to make customer-serving without asking manager

physical evidence

all tangibles aspects of service that help customers evaluate its quality

servicescape

physical environment where a service is delivered, including its ambience

service design

planning and organising business resources in order to improve employees and customers experience

key qualities of service staff

communication skills, emotional intelligence, problem-solving ability, adaptability and teamwork

cost-based pricing in services

method of pricing your products or services based on the total cost of production

competition based pricing in services

setting the price by looking at prices of competitors

types of service encounters

remote, face to face, telephone