MGT 201 SEU Service Quality Customer Satisfaction and Customer Loyalty Questions

Oct 2, | MGT 201

Description

Review Chapter 13: Services: The Intangible Products, then
give an answer:
Assume you were hired by the local grocery store to help assess
its service quality. How would you go about undertaking this
project?
What mobile apps do you use that help facilitates your
transactions with a specific retailer or service provider? Would
you rather use the apps or engage in a face-to-face relationship
with a person? How, if at all would your parents’ answers to
these two questions differ?
Because learning changes everything.®
Chapter 13
Services: The Intangible
Product
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Learning Objectives
Learning Objective 13.1 Describe how the marketing of
services differs from the marketing of products.
Learning Objective 13.2 Discuss the four gaps in the
Service Gaps Model.
Learning Objective 13.3 Examine the five service quality
dimensions.
Learning Objective 13.4 Explain the zone of tolerance.
Learning Objective 13.5 Identify three service recovery
strategies.
© McGraw Hill LLC
3
Service
Any intangible offering
that involves a deed,
performance, or effort
that cannot be
physically possessed.
By providing good
customer service, firms
add value to their
products and services.
© McGraw Hill LLC
Pro Ipad on display at the Apple Store in Bologna, Spain.
Shutterstock / PriceM
4
The Service-Product Continuum
Doctor
Dry cleaner
Restaurant
These photos illustrate the continuum from
a pure service to a pure good. Most
offerings lie somewhere in the middle and
include some service and some good (i.e.,
a hybrid of the two).
Grocery store
© McGraw Hill LLC
Left: Viacheslav Iakobchuk/Alamy Stock Photo; Middle: McGraw-Hill Global Education Holdings, LLC; Right: Jacob Lund/Shutterstock; Bottom: Jeff Greenough/Blend Images/Getty Images
5
Economic Importance of Service
Access the text alternative for slide images.
© McGraw Hill LLC
6
Services Marketing Differs from Product
Marketing
EXHIBIT 13.2 Core Differences between Services and Goods
© McGraw Hill LLC
7
Intangible
Services cannot be
touched, tasted, or
seen.
Requires using cues to
aid customers.
Atmosphere is important
to convey value.
Images are used to
convey benefit of value.
© McGraw Hill LLC
Because it is difficult to show a service, Amusement
park owners evoke images in their advertising of
happy families and friends enjoying a ride at one of
their parks.
Shutterstock / bom
8
Inseparable Production and Consumption
Production and
consumption are
simultaneous.
Little opportunity for a
consumer to test a
service before use.
Lower risk by offering
guarantees or
warranties.
© McGraw Hill LLC
© McGraw-Hill Education
9
Heterogeneous
The more humans are
needed to provide a
service, the more likely
there is to be
heterogeneity or
variability in the service’s
quality.
Solutions
• Technology.
• Training.
• Automation.
© McGraw Hill LLC
sonya etchison/Shutterstock
10
Perishable
Services are perishable
in that they cannot be
stored for use in the
future.
Ski areas, airlines,
cruise ships, movie
theaters, and
restaurants must find
ways to deal with the
challenges of
perishability.
© McGraw Hill LLC
spinout/Getty Images
11
PROGRESS CHECK (1 of 3)
1. What are the four marketing elements that
distinguish services from products?
2. Why can’t we separate firms into just service or
just product sellers?
© McGraw Hill LLC
12
Providing Great Service:
The Service Gaps Model
EXHIBIT 13.3 Service Gaps Model for Improving Retail Service Quality
Sources: Valarie Zeithaml, A. Parasuraman, and Leonard Berry, Delivering Quality Customer Service. (New York: Free Press, 1990);
Valarie Zeithaml, Leonard Berry, and A. Parasuraman, “Communication and Control Processes in the Delivery of Service Quality,”
Journal of Marketing 52, no. 2 (April 1988), 35-48.
Access the text alternative for slide images.
© McGraw Hill LLC
13
Knowledge Gap:
Understanding Customer Expectations
Access the text alternative for slide images.
© McGraw Hill LLC
14
Understanding Customer Expectations
Expectations are based
on knowledge and
experience.
Expectations vary
according to type of
service.
Expectations vary
depending on the
situation.
© McGraw Hill LLC
Nikada/Getty Images
15
Evaluating Service Quality Using WellEstablished Marketing Metrics
EXHIBIT 13.4 Dimensions of Service Quality
Access the text alternative for slide images.
© McGraw Hill LLC
16
Marketing Research:
Understanding Customers
Voice-of-customer (VOC) program: Collects
customer inputs and integrates them into
managerial decisions.
Zone of tolerance: Refers to the area between
customers’ expectations regarding their desired
service and the minimum level of acceptable
service.
© McGraw Hill LLC
17
Zone of Tolerance
Used to Measure How Well Firms Perform on the Five Service Quality Dimensions
Access the text alternative for slide images.
© McGraw Hill LLC
18
Exhibit 13.5: Customers’ Evaluation of
Service Quality for Lou’s Local Diner
EXHIBIT 13.5 Customers’ Evaluation of Service Quality
Access the text alternative for slide images.
© McGraw Hill LLC
19
The Standards Gap: Setting Service
Standards
Difference between the
firm’s perceptions of
customer expectations
and the service
standards it sets.
Need to set standards
for quality.
Develop systems to
ensure the standards
are met.
© McGraw Hill LLC
UpperCut Images/SuperStock
20
The Delivery Gap:
Delivering Service Quality
© McGraw Hill LLC
21
Empowering Service Providers
Allowing employees to
make decisions about
how service is provided
to customers.
© McGraw Hill LLC
Purestock/SuperStock
22
Support and Incentives for Employees
Access the text alternative for slide images.
© McGraw Hill LLC
23
Use of Technology
EXHIBIT 13.6 How Technology Is Augmenting the Human Effort
Access the text alternative for slide images.
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
24
Communications Gap
Difference between the Actual Service Provided and
the Service the Firm Promises
Manage customer
expectations.
Promise only what you
can deliver.
Communicate service
expectations.
© McGraw Hill LLC
Shutterstock/ALPA PROD
25
Service Quality, Customer Satisfaction, and
Loyalty
Good service quality leads to satisfied and loyal
customers.
Postpurchase Evaluation leads to satisfaction,
dissonance, or loyalty.
© McGraw Hill LLC
26
PROGRESS CHECK (2 of 3)
1. Explain the four service gaps identified by the
Service Gaps Model.
2. List at least two ways to overcome each of the
four service gaps.
© McGraw Hill LLC
27
Service Recovery
© McGraw Hill LLC
28
Listening to the Customers and Involving
Them in Service Recovery
Customers can get
emotional over a service
failure.
Often customers just
want someone to listen.
© McGraw Hill LLC
leaf/123RF
29
Finding a Fair Solution
Distributive fairness.
Procedural fairness.
© McGraw Hill LLC
Andriy Popov/123RF
30
Resolving Problems Quickly
The longer it takes to resolve service failure, the
more irritated the customer will become and the
more people the customer will tell.
It is in the firm’s best interest to solve problems
quickly.
© McGraw Hill LLC
31
PROGRESS CHECK (3 of 3)
1. Why is service recovery so important to
companies?
2. What can companies do to recover from a
service failure?
© McGraw Hill LLC
32
Because learning changes everything.
®
www.mheducation.com
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Because learning changes everything.®
Chapter 13
Services: The Intangible
Product
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.
Learning Objectives
Learning Objective 13.1 Describe how the marketing of
services differs from the marketing of products.
Learning Objective 13.2 Discuss the four gaps in the
Service Gaps Model.
Learning Objective 13.3 Examine the five service quality
dimensions.
Learning Objective 13.4 Explain the zone of tolerance.
Learning Objective 13.5 Identify three service recovery
strategies.
© McGraw Hill LLC
3
Service
Any intangible offering
that involves a deed,
performance, or effort
that cannot be
physically possessed.
By providing good
customer service, firms
add value to their
products and services.
© McGraw Hill LLC
Pro Ipad on display at the Apple Store in Bologna, Spain.
Shutterstock / PriceM
4
The Service-Product Continuum
Doctor
Dry cleaner
Restaurant
These photos illustrate the continuum from
a pure service to a pure good. Most
offerings lie somewhere in the middle and
include some service and some good (i.e.,
a hybrid of the two).
Grocery store
© McGraw Hill LLC
Left: Viacheslav Iakobchuk/Alamy Stock Photo; Middle: McGraw-Hill Global Education Holdings, LLC; Right: Jacob Lund/Shutterstock; Bottom: Jeff Greenough/Blend Images/Getty Images
5
Economic Importance of Service
Access the text alternative for slide images.
© McGraw Hill LLC
6
Services Marketing Differs from Product
Marketing
EXHIBIT 13.2 Core Differences between Services and Goods
© McGraw Hill LLC
7
Intangible
Services cannot be
touched, tasted, or
seen.
Requires using cues to
aid customers.
Atmosphere is important
to convey value.
Images are used to
convey benefit of value.
© McGraw Hill LLC
Because it is difficult to show a service, Amusement
park owners evoke images in their advertising of
happy families and friends enjoying a ride at one of
their parks.
Shutterstock / bom
8
Inseparable Production and Consumption
Production and
consumption are
simultaneous.
Little opportunity for a
consumer to test a
service before use.
Lower risk by offering
guarantees or
warranties.
© McGraw Hill LLC
© McGraw-Hill Education
9
Heterogeneous
The more humans are
needed to provide a
service, the more likely
there is to be
heterogeneity or
variability in the service’s
quality.
Solutions
• Technology.
• Training.
• Automation.
© McGraw Hill LLC
sonya etchison/Shutterstock
10
Perishable
Services are perishable
in that they cannot be
stored for use in the
future.
Ski areas, airlines,
cruise ships, movie
theaters, and
restaurants must find
ways to deal with the
challenges of
perishability.
© McGraw Hill LLC
spinout/Getty Images
11
PROGRESS CHECK (1 of 3)
1. What are the four marketing elements that
distinguish services from products?
2. Why can’t we separate firms into just service or
just product sellers?
© McGraw Hill LLC
12
Providing Great Service:
The Service Gaps Model
EXHIBIT 13.3 Service Gaps Model for Improving Retail Service Quality
Sources: Valarie Zeithaml, A. Parasuraman, and Leonard Berry, Delivering Quality Customer Service. (New York: Free Press, 1990);
Valarie Zeithaml, Leonard Berry, and A. Parasuraman, “Communication and Control Processes in the Delivery of Service Quality,”
Journal of Marketing 52, no. 2 (April 1988), 35-48.
Access the text alternative for slide images.
© McGraw Hill LLC
13
Knowledge Gap:
Understanding Customer Expectations
Access the text alternative for slide images.
© McGraw Hill LLC
14
Understanding Customer Expectations
Expectations are based
on knowledge and
experience.
Expectations vary
according to type of
service.
Expectations vary
depending on the
situation.
© McGraw Hill LLC
Nikada/Getty Images
15
Evaluating Service Quality Using WellEstablished Marketing Metrics
EXHIBIT 13.4 Dimensions of Service Quality
Access the text alternative for slide images.
© McGraw Hill LLC
16
Marketing Research:
Understanding Customers
Voice-of-customer (VOC) program: Collects
customer inputs and integrates them into
managerial decisions.
Zone of tolerance: Refers to the area between
customers’ expectations regarding their desired
service and the minimum level of acceptable
service.
© McGraw Hill LLC
17
Zone of Tolerance
Used to Measure How Well Firms Perform on the Five Service Quality Dimensions
Access the text alternative for slide images.
© McGraw Hill LLC
18
Exhibit 13.5: Customers’ Evaluation of
Service Quality for Lou’s Local Diner
EXHIBIT 13.5 Customers’ Evaluation of Service Quality
Access the text alternative for slide images.
© McGraw Hill LLC
19
The Standards Gap: Setting Service
Standards
Difference between the
firm’s perceptions of
customer expectations
and the service
standards it sets.
Need to set standards
for quality.
Develop systems to
ensure the standards
are met.
© McGraw Hill LLC
UpperCut Images/SuperStock
20
The Delivery Gap:
Delivering Service Quality
© McGraw Hill LLC
21
Empowering Service Providers
Allowing employees to
make decisions about
how service is provided
to customers.
© McGraw Hill LLC
Purestock/SuperStock
22
Support and Incentives for Employees
Access the text alternative for slide images.
© McGraw Hill LLC
23
Use of Technology
EXHIBIT 13.6 How Technology Is Augmenting the Human Effort
Access the text alternative for slide images.
© McGraw Hill LLC
McGraw-Hill Global Education Holdings, LLC
24
Communications Gap
Difference between the Actual Service Provided and
the Service the Firm Promises
Manage customer
expectations.
Promise only what you
can deliver.
Communicate service
expectations.
© McGraw Hill LLC
Shutterstock/ALPA PROD
25
Service Quality, Customer Satisfaction, and
Loyalty
Good service quality leads to satisfied and loyal
customers.
Postpurchase Evaluation leads to satisfaction,
dissonance, or loyalty.
© McGraw Hill LLC
26
PROGRESS CHECK (2 of 3)
1. Explain the four service gaps identified by the
Service Gaps Model.
2. List at least two ways to overcome each of the
four service gaps.
© McGraw Hill LLC
27
Service Recovery
© McGraw Hill LLC
28
Listening to the Customers and Involving
Them in Service Recovery
Customers can get
emotional over a service
failure.
Often customers just
want someone to listen.
© McGraw Hill LLC
leaf/123RF
29
Finding a Fair Solution
Distributive fairness.
Procedural fairness.
© McGraw Hill LLC
Andriy Popov/123RF
30
Resolving Problems Quickly
The longer it takes to resolve service failure, the
more irritated the customer will become and the
more people the customer will tell.
It is in the firm’s best interest to solve problems
quickly.
© McGraw Hill LLC
31
PROGRESS CHECK (3 of 3)
1. Why is service recovery so important to
companies?
2. What can companies do to recover from a
service failure?
© McGraw Hill LLC
32
Because learning changes everything.
®
www.mheducation.com
Copyright 2022 © McGraw Hill LLC. All rights reserved. No reproduction or distribution without the prior written consent of McGraw Hill LLC.

Purchase answer to see full
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MGT 201 SEU Marketing Management Worksheet

Oct 1, | MGT 201

Description

‫المملكة العربية السعودية‬
‫وزارة التعليم‬
‫الجامعة السعودية اإللكترونية‬
Kingdom of Saudi Arabia
Ministry of Education
Saudi Electronic University
College of Administrative and Financial Sciences
Assignment 3
Marketing Management (MGT 201)
Due Date: 30/04/2022 @ 23:59
Course Name: Marketing Management
Student’s Name:
Course Code: MGT201
Student’s ID Number:
Semester: Second
CRN:
Academic Year:2021-22-2nd
For Instructor’s Use only
Instructor’s Name: Dr. Shahid Alam
Students’ Grade:
Marks Obtained/Out of 10
Level of Marks: High/Middle/Low
General Instructions – PLEASE READ THEM CAREFULLY
•
•
•
•
•
•
•
•
The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for
poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
Assignment-3 Marketing Plan
Learning Outcomes:
1.
2.
Develop critical and analytical thinking necessary to overcome challenges and issues of marketing in the
changing global environment. (LO-4)
Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs and
wants to formulate a marketing Plan. (LO-5)
Assignment Question:
You have been hired by a local company as a marketing manager and you are
assigned to write a Marketing Plan for the company. Based on the following
Contents and related guidelines, write a brief marketing plan for that company.
1. Introduction, Goals and Objectives (2 Marks)
To introduce this section, you should include the Vision and mission statements of the business;
an idea of what its goals are for customers, clients, employees and the consumer.
•
•
•
•
Introduction about the business.
Business vision and mission
Business objective.
Products and services offered
2. Environmental Analysis (2 Marks)
Conduct an environmental analysis that looks at and comments on your local area and your
network of business contacts, competitors and customers.
3. Target Market Analysis (2 Marks)
Identify the target market, describing how the company will meet the needs of the consumer
better than the competition does. List out the expectations consumers have for the product.
4. SWOT Analysis – Conduct a Swot Analysis of the business to explain what actually are the
strengths and weaknesses that the company has and the threats and opportunities. (2 Marks)
5. Marketing Mix Analysis (4 P’s Analysis) (2 Marks)
Product or Service- Identify the product or service by what it is, who will buy it, how much they
will pay for it and how much it will cost for the company to produce it, why a consumer demand
exists for your product, and where your product sits in comparison to similar products/services
now available.
Place- Identify the location of your business, why it is located there (strategic, competitive,
economic objectives), your expected methods of distribution, and timing objectives.
Promotion – Describe the type of promotional methods you will use to spread the word about
your product. Identify techniques such as word of mouth, personal selling, direct marketing, sales
promotion etc. television, radio, Social media and newspaper ads.
Price – The prices of your products or services that reflects the overall company strategy. Should
be competitive as well as a reflection of the quality, costs and profit margin.
Guidelines
1.
2.
3.
4.
This is an individual Assignment
Word count should be between 600-700 words.
Avoid plagiarism
References from related sources is required to validate your Answers.
Answers
1.
2.
3.
4.
5.
College of Administrative and Financial Sciences
ECOM101 – E-commerce
E-commerce Project (Part B)
Second Semester 2021-2022
Submission: Saturday 30 Apr. 2022 = 15 Marks
Requirement:
This is a continuous activity for part A, keep working on the same website you have chosen in
part A. In this part you are required to evaluate one of the websites below based on what you
learn from this course and your perspective. The evaluation will cover the different aspects of
ECommerce such as business idea, website design, marketing, security … etc.
You will need to analyze the business and provide suggestions to improve the current business
situation.
The following questions require critical thinking to be answered successfully. The answers to
these questions will drive the ways of improvement of the current e-commerce business.
1. Site Design 3 marks
 Evaluate the website design focusing on the eight most important factors in successful
ecommerce site design (ease of use, ease of purchase, simple graphics … etc.). You are
required to evaluate each factor. (Refer to Chapter 3 – Page 212 in the book and/or Slide
43).
o Discuss possible suggestions to improve the site design.
2. Business software 2 marks
The development of an e-commerce website requires more interactive functionalities, such as the
ability to respond to user input (name and address forms), capturing customer orders for goods
and services, clearing credit card transactions on the fly, consolidating price and product
databases, and even adjusting advertising on the screen based on user characteristics.
 Explain the different types of software used on the website to perform the current
functionalities.
• What can be done to improve the software?
3. Payment and Security 3 marks
 What are the methods of payment available in the online store?
(See the book: page 295-296)
o What other methods can be added? Explain why?
 What are the technologies used on the website to secure the online transactions?
 o What other technologies can be added? Explain why?
 What is the current privacy policy of the online store? Outline how the information is
collected and used? o What can be added to the privacy policy? Explain why?
4. Categorize marketing and advertising strategy and method. 2 marks
 Explain the current online, offline, and social media marketing strategies of the e-commerce
business? Provide photos or screenshots of your business marketing activities.
• What can be done to improve the marketing aspects of the business?
5. Know your competitors. 3 marks
 Choose a website of one competitor in the same industry (locally or globally) and compare it
with your chosen company’s site. Indicate why the competitor’s website is better or worse
than the chosen company’s website. Provide one competitor SWOT analysis with
screenshots of their website activities.
o What can be done by learning from your competitor’s experience?
6. Conclude your report. 2 marks
Summarize the above points and include your recommendation to improve the e-commerce
business.
Guidelines for the assignment:
The answer sheet must include the following:
• Cover page
• Questions
• Answers
Make sure to include the cover page with all information required.
TWO marks will be deducted if there is no cover page
This is a group project (4-5 students), which is part of your course score. It requires
effort, research, and critical thinking.
You are required to choose one current business from the list.
Each website can be chosen by one group only.
Use font Times New Roman, 12 font size
Use 1.5 line spacing with adjust to all paragraphs (alignment).
Use the footer function to insert page number.
Ensure that you follow the APA style in your project and references.
The minimum number of required references is 5 references using APA style.
Your whole project report length should be between 1250 to 1600 words.
You must check the spelling and grammar mistakes before submitting the assignment.
Up to 20% of the total grade will be deducted for providing a poor structure of
assignment. Structure includes these elements paper style, free of spelling and grammar
mistakes, referencing and word count.
Your file should be saved as Word Doc. Follow this pattern to name the file:
Your name_CRN_ECOM101_ Project_B.docx

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