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Marketing Chapter 10 Services and Non-Profit Organization Marketing The Importance of Services Service - The result of applying human or mechanical efforts to people or objects How Services Differ from Goods •Intangibility - The inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed o Search Quality - A characteristic that can be easily assessed before purchase o CredenceQuality - A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience o Experience Quality - A characteristic that can be assessed only after use •Inseparability •Heterogeneity - The variability of the inputs and outputs of services, which cause services to tend to be less standardized and uniform than goods •Perishability - The inability of services to be stored, warehoused, or inventoried Components of Service Quality •Reliability o The ability to perform dependably, accurately and consistently •Responsiveness o The ability to provide prompt service •Assurance o The knowledge and courtesy of employees •Empathy o Caring, individualized attention to customers •Tangibles o The physical evidence of a service Gap Model - A model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality eCampusOntario is a not-for-profit centre of excellence and global leader in the evolution of teaching and learning through technology. Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Footer menu
H5P is a registered trademark of Joubel. the result of applying human or mechanical efforts to people or objects the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed a characteristic that can be easily assessed before purchase a characteristic that can be assessed only after use a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience the inability of the production and consumption of a service to be separated; consumer must be present during the production the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods the inability of services to be stored, warehoused, or inventoried the ability to perform a service dependably, accurately, and consistently the ability to provide prompt service the knowledge and courtesy of employees and their ability to convey trust caring, individualized attention to customers the physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service a model indentiying five gaps that can cause problems in service delivery and influence customer evaluations of service quality the most basic benefit the consumer is buying a group of services that support of enhance the core service a strategy that uses technology to delivery customized services on a mass basis treating employees as customers and developing systems and benefits that satisfy their needs an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment nonprofit organization marketing the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets public service advertisements (PSA) an announcement that promotes a program of a federal, state, or local government or of a nonprofit organization Which is the result applying human or mechanical efforts to people or objects?A service is the result of applying human or mechanical efforts to people or objects.
Is a component of service quality that involves caring for and giving individualized attention to customers?Empathy: the caring, individualized attention the firm provides its customers.
Which category of service processing takes place when the service is directed at a customer?1. People processing: tangible actions directed at the customer's body. These services require the physical presence of the customer during the service process.
Which of the following is a characteristic of services that differentiates services from goods?Services are unique and four characteristics separate them from goods, namely intangibility, variability, inseparability, and perishability.
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Which term refers to the result of applying human or mechanical efforts to people or objects?
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