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Tax Status: Many service organizations distinguish themselves by their tax status--profit or nonprofit.Government Sponsorship: Governments at the federal, state, and local levels provide a range of services that may or may not compete with private firms.AACSB: 3LL: 2Learning Objective: 12-02 Recognize how services differ and how they can be classified205.(p. 305)What are the three properties of goods and services evaluated by consumers when they are making a purchase decision? Give an example of a product or service for each. Three properties--search, experience, and credence—are evaluated by consumers. Tangible goods such as clothing and furniture have search propertiessuch as color, size, and style. These properties can be determined before purchase. Services such as restaurants have experienceproperties, which we discern only after purchase or during consumption. Specialized services such as legal or medical services have credenceproperties, which the consumer may find impossible to evaluate even after consumption.AACSB: 3LL: 2Learning Objective: 12-03 Explain how consumers purchase and evaluate services12-168
Chapter 12 - Services Marketing206.(p. 306)List and define the five dimensions of service quality described in the text. According to text Figure 12-6, the dimensions of service quality are:Reliability: the ability to perform the promised service dependability and accuratelyTangibility: the appearance of physical facilities, equipment, personnel, and communication materialsResponsiveness: the willingness to help customers and provide prompt serviceAssurance: knowledge and courtesy of employees and their ability to convey trust and confidenceEmpathy: the caring, individualized attention provided to customers.AACSB: 3LL: 1Learning Objective: 12-03 Explain how consumers purchase and evaluate services207.(p. 306)What is a customer contact audit? Outline the contact audit for a typical visit to your dentist. A customer contact audit is a flow chart of the points of interaction between a service provider and a consumer. A contact audit for a visit to a dentist might include the following: Patient calls to make appointment. Patient arrives. Access patient records. Patient waits. Patient with Hygienist. Patient with x-ray technician. Patient with dentist. Check out. Arrange next appointment. Pay bill.AACSB: 3LL: 3Learning Objective: 12-04 Develop a customer contact audit to identify service advantages208.(p. 309)What aspect of the product/service element of the marketing mix warrants special attention by service marketers? Branding: Since services are intangible, the brand name or identifying logo is extremely important in helping potential customers decide to purchase the service because of the difficulty in differentiating a service from its competitors.AACSB: 3LL: 2Learning Objective: 12-05 Explain the role of the eight Ps in the services marketing mix.