Exam 13: Designing and Managing Services

Services cannot be seen, tasted, or felt, before purchase. The challenge to marketers of services is to "tangibilize the intangible" and "manage the evidence." What do these statements really mean for a marketer of a service firm, such as H&R Block?

The Hilton Hotel at Vancouver's Airport has a kiosk that allows its guests to slide in their credit cards to receive their purple room key cards. Hilton Hotels are combining high tech and high touch by using

Customers in high-profit tiers get stripped-down service, while customers in low-profit tiers get special service.

Two important considerations in service delivery are managing customer expectations and incorporating self-service technologies.

Services cannot be stored. Attempts to regulate the "demand" of a service include reservation systems and differential pricing. What are some ways a restaurant can "shift" demand for its services to nonpeak times?

The three levels of differentiation for a service company include reliability, resilience, and cost.

The first "gap" that can cause unsuccessful service delivery is the "gap" between management's perceptions of consumer expectations and consumers' expected service.

Research has shown that customers evaluate complaint incidents in terms of the ________, the procedures used to arrive at those outcomes, and the nature of the interpersonal treatment during the process.

Service offerings can be differentiated in many ways. The offering can include innovative features. What the customer expects is called the

Manufacturers' of equipment have to provide product support services. Product support services are becoming a major battleground for competitive advantages. Firms that provide high-quality service outperform their less-service orientated competitors. In service support programs, customers generally have three specific worries. Please list these three worries and briefly explain each.

In Canada, the goods-producing sector is a much larger employer than the services sector.

A brand that is action-oriented and causes consumers to engage in physical actions appeals to the ________ dimension of brand experience.

Because services depend on who provides them and when and where they are provided, they are highly

Not all SSTs improve service quality, but they have the potential of making service transactions more accurate, ________, and faster.

Customers have three specific worries when discussing product support services. Which worry derives from the fact that customers count on the seller's service dependability?

Big spenders get special discounts, promotional offers, and lots of special service. The service company has classified their customers into

In the swimming pool advertisement, it reads "a pool for $3000 total cost." Upon contracting with the firm for the pool, the sale representative tells you that the total cost will be $6000. When you ask why the extra $3000, the sales rep says that is for the removal of the dirt. This is an example of which one of the service-quality "gaps"?

There are steps service firms can take to increase quality control. Which of the following involves preparing a service blueprint?

On average, 40 percent of customers who suffer through a bad service experience stop doing business with the company.

To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following strategies provides alternatives to waiting customers?