Service Marketing Chapter 7

A model that helps identify and close gaps in service quality to enhance customer satisfaction.

The gap between customer expectations and management perceptions.

The gap between management perceptions and service quality specifications.

The gap between service quality specifications and service delivery.

The gap between service delivery and external communications.

The gap between customer expectations and customer perceptions.

A strategic orientation that focuses on keeping and improving customer relationships with current customers rather than acquiring new customers.

Customers who are unaware of or have not had any transactions yet.

Customers who have achieved awareness and trial, and familiarity is established.

Customers who have a unique offering and trust has been created.

Customers who receive highly personalized and customized offerings, and commitment has been created.

Feelings of trust and confidence in the service provider.

Familiarity and social relationships with the service provider.

Being given a special deal or price, and getting the benefit of the doubt.

Increased purchases over time and lower cost for the firm.

Free advertising through word of mouth and customer voluntary performance.

Making employees' jobs easier, providing social benefits for employees, and employee retention.

Factors that influence the strength of the customer-firm relationship.

Customers tied to the firm primarily through financial incentives.

Customers tied to the firm

both social and financial bonds

providing services that are frequently designed right into the service delivery system for the client

• Customer Inertia

• Switching Costs

• economic benefits

• customer behavior benefits

• human resource managment benefits

• confidence benefits

• social benefits

• special treatment benefit