MKT 401 D at Universität Mannheim

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Study with flashcards and summaries for the course MKT 401 D at the Universität Mannheim

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Marketing/Management of Serviced - Services and their distinctive character

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Services are difficult to evaluate for customers

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Management of service quality

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Measuring the service quality - Overview of different data sources

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Measuring the service quality - The GAP model of service quality

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Measuring service quality - Conceptualization & dimensions of service quality

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Measuring service quality - The SERVQUAL approach

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D1 Measuring service quality - Net promoter score (NPS)

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D1 Measuring service quality - Net promoter score - critics

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D1 2. Analyzing service quality

Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

D1 Analyzing service quality - The blueprint technique

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D1 Analyzing service quality - The blueprint technique: Application

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Exemplary flashcards for MKT 401 D at the Universität Mannheim on StudySmarter:

MKT 401 D

D1 Marketing/Management of Serviced - Services and their distinctive character
Def: A service is the "production of an essentially intangible benefit, either in its own right or as a significant element of a tangible product, which trough some form of exchange, satisfies an identified need" 5 fundamental and distinctive characteristics can be differentiated when characterizing services: 1) Variability 2) Perceived purchase risk 3) Intangibility 4) Perishability 5) Inseparability

MKT 401 D

D1 Services are difficult to evaluate for customers
Search qualities: Characteristics the buyer can evaluate before purchase Experience qualities: Characteristics the buyer can evaluate after purchase Credence qualities: Characteristics the buyer finds hard to evaluate even after consumption

MKT 401 D

D1 Management of service quality
Def: Service quality is the result from the comparison of customers perceptions of the service and customer's desired expectations of the service 1. Measuring the service quality a) Internal data sources: Survey/Questionnaire Observation b) External data source Survey/Questionnaire Observation 2. Analyzing the service quality 3. Influencing the service quality - Organizational structure - Workflow organization - Company culture/employee management 4. Monitoring the service quality

MKT 401 D

D1 Measuring the service quality - Overview of different data sources
Company-internal data sources a) Survey/Questionnaire Can be used in the context of company internal observation(e.g. employee surveys on perceived service quality) b) Observations - Analysis of quality indicators (e.g. occurrence of errors in service delivery) - Analysis of quality costs (e.g. costs of resolving errors in service delivery) - GAP model of service quality Company-external data sources a) Surveys/Questionnaires - Classification of external surveys/questionnaires on the basis whether third persons (e.g. experts) or customers are questioned -> in companies practice customer surveys by fair most useful tool -Approaches aimed at the measurement of customers perceptions of service quality over time: SERVQUAL, Vignette method, Net promoter Score (NPS) b) Observations Useful data sources include: - Data on frequency of complaints and reasons for complaints - Information from test shopper analyses - Information from expert observations In general, company-external data sources are of greater relevance when measuring service quality In practice, various data sources are used that complement each other (e.g. the analysis of company-internal quality indicators can supplement data from customer surveys)

MKT 401 D

D1 Measuring the service quality - The GAP model of service quality
= approach that fosters a basic understanding of the development of service quality = Aid in analyzing and influencing service quality Graph

MKT 401 D

D1 Measuring service quality - Conceptualization & dimensions of service quality
SERVQUAL - Best inwon approach for conceptualizing the construct of service quality - SERVQUAL is based on empirical work - Five dimensions of service quality 1) Reliability - Providing service as promised - Performing services right the first time - Maintaining error-free records 2) Responsiveness - Keeping customer informed as to when services will be performed - Prompt service to customers 3) Assurance - Employees who instill confidence in customers - Making customers feel safe in their transactions - Employees who are consistently courteous 4) Empathy - Giving customers individual attention - Employees who deal with customers in a caring fashion - Hain the customer's best interests at heart 5) Tangibles - Modern equipment - Visually appealing facilities - Employees who have a neat, professional appearance

MKT 401 D

D1 Measuring service quality - The SERVQUAL approach
- SERVQUAL approach provides a method to operationalize service quality -Illustration of a quality assessment based on the dual scale: a) Measures service quality using 22 items b) Assessment of service attributes reflecting the five quality dimensions - For each item a positive and a negative quantitative assessment of service quality is derived from the difference between perceived service and expected service - For each of the five SERVQUAL dimensions an average difference is calculated across all items - Overall service quality is measured by average scores across all five dimensions

MKT 401 D

D1 Measuring service quality - Net promoter score (NPS)
NPS= Measurement of the probability of a customer recommending a product/service to other customers The NPS is an indicator of customer satisfaction Illustration Customers can be categorized according to their answers on a 0 to 10 rating scale: - Promoters: (9,10) loyal enthusiasts who keep buying from a company and urge friends to do the same - Passives (7,8) satisfied but unenthusiastic customers who easily with to the competition - Detractors (0-6) unhappy customers

MKT 401 D

D1 Measuring service quality - Net promoter score - critics
- Methodical concept of NPS ignores the fine art of customer satisfaction analysis- from driver analysis right through the deduction of appropriate measures - Driver analysis based on NPS is impossible (no individual values) - The construct is professes to measure is not embedded in a sound behavior model, and reduction to one question for all sectors is accompanied by a reduction in predictive power

MKT 401 D

D1 2. Analyzing service quality
Analytics methods: Analytical methods are more detailed than measurement techniques They are not only recording service quality but also allow to determine reasons for low/high service quality Techniques for analyzing service quality 1) Critical incident techniques 2) Frequency-relevance analysis of quality problems 3) Benchmarking method 4) Sequential incident method 5) Fishbone analysis

MKT 401 D

D1 Analyzing service quality - The blueprint technique
Blueprint technique = Analytical method with a focus on the service delivery process along all key activities 3 important "lines" within the process Line of -external interaction: separates all activities that are visible from those that are not visible to the customer - visibility: separates all activities that are visible from those that are not visible to the customer - internal interactions: separate the activities to the contact persons from activities taking place in the course of supporting processes (e.g. back-office processes)

MKT 401 D

D1 Analyzing service quality - The blueprint technique: Application
- Identification of any potential quality problems (so called fail points) in the service delivery process steps - Identification of internal interfaces, which are vital for service quality - Usage in surveys to guide the customer step-by-step through the service process to recap her interaction with the service provider (storytelling) and draw conclusions regarding service quality from subjective impressions and assessments

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