MARK 6350 DBs.docx - MARK 6350 - Discussion Boards Week 1...

This preview shows page 1 - 3 out of 15 pages.

MARK 6350 - Discussion BoardsWeek 1 Discussion Board Questions1.What distinguishes service offerings from customer service? Providespecific examples.As the textbook states, services are “…deeds, processes, andperformances provided, coproduced, or cocreated by one entity orperson for and/or with another entity or person.” There are manydefinitions for services, as the one mentioned above is quite broad,and service sectors have drawn distinctions between service industriesand companies, service as a product, derived service, and customerservice.Mostly, the services are intangible in nature (not physicalproducts), which the customers derive value from (i.e., lodging, travel,health, financial advice, etc.).Service industries and companies– classify their core product as aservice, for instance hotel chain Marriott that offers lodging, UnitedAirlines that offers transportation, and Hospitals/Clinics offeringhealth care.Service as a product– this intangible service that customers valueand pay for is sold by both service and nonservice companies alike.For instance, PetSmart offering training and grooming services(sometimes even pet health care with Banfield Pet Hospitals inside) inaddition to the wide variety of physical products for pets.Derived service– is an abstract view that suggests the value derivedfrom the physical good is really the service provided by the good, notthe good itself. For instance, toothpaste provides dental cleaningservice.Customer service– unlike the previously mentioned, customerservice is provided in support of a company’s core product, it is notthe actual product sold (companies typically do not charge forcustomer service as it is essential to build customer relationships andpart of marketing strategies).This service is given in addition to theactual product/service sold by the company, for instance, a salesassociate at Bath and Body Works helping you find a product with afragrance you’d like.2.Which of the four provider gaps do you believe is hardest to close? Why?There are five gaps in the service setting mentioned in the textbook –the customer gap is the difference between customer expectations
(standards customer brings into service experience) and perceptions(subjective assessments of actual service experiences). In order toclose the all-important customer gap, the additional 4 provider gapsthat occur within the organization providing the service, also need tobe closed. The four provider gaps are: listening gap, service designand standards gap, service performance gap, and the communicationgap.I believe the hardest to close, and perhaps the most important, is thelistening gap. The listening gap focuses on the difference betweencustomer expectations of service and company understanding of thoseexpectations. Not only is this difficult, but extremely important as acompany cannot be successful if they cannot offer a product/servicethat a customer is willing to buy. Additionally, the company may

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 15 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Summer
Professor
N/A
Tags
Service system, M J, Bitner

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture