1.

Define Service: is an experience that is consumed at the point

where it is purchased, and cannot be owned since is quickly
perishes.

2. Few Characteristics of Services: Inseparable, Intangible,

Perishable, Variable, Right of ownership.

3. 8 Ps of Services Marketing: Product, Price, Place, Promotion,

Process, Physical Environment, People, Productivity and Quality.

4. People Processing: Services directed at People’s Bodies. Health

care, Lodging, Physical therapy are few examples.

5. Possessions Processing: Services directed at physical

possessions. Freight transportation, Repair and Maintenance,
Office cleaning Service, Laundry and Dry cleaning are few
examples.

6. Mental Stimulus Processing: Services directed at People’s minds.

Advertising, Education, Management Consulting are few
examples.

7. Information Processing: Services directed at intangible assets.

Banking, Insurance, Legal Services are few examples.

8. 3 Principal Stages in Service Consumption: Pre-purchase,

Service Encounter and Post-purchase.
 9. Search Attributes: Tangible characteristics of the services that
help the customers to understand and evaluate a service before
purchasing it.

10. Experience Attributes: These attributes can’t be evaluated before

purchase; only through experiencing the service, these attributes can
be evaluated.

11. Credence Attributes: Characteristics that customers can’t evaluate

confidently even after purchase and consumption. Example, the
hygiene conditions of the kitchen in a restaurant.

12. Core Product: is the central component that supplies the principal,
problem-solving benefits customers seek.

13. Supplementary Services: Services that augment the core product,

both facilitating its use and enhancing its value and appeal.

14. Facilitating Supplementary Services: Supplementary services that aid

in the use of the core product or are required for service delivery.

15. Enhancing Supplementary Services: Supplementary services that add

extra value for customers.

16. Information and Promotion Flow: Distribution of information and

promotion materials relating to the service offer. The objective is to
get the customer interested in buying the service.
17. Negotiation Flow: Reaching an agreement on the service features &
configuration, and the terms of the offer, so that a purchase contract
can be closed. The objective is to sell the right to use a service.

18. Product Flow: These are the physical facilities for service delivery;
Distribution strategy requires development of a network of local sites.

19. Low Customer Participation: Employees and systems do all the work in
a service. Payment may be the only required Customer input.

20. Moderate Customer Participation: Customers’ inputs are required to

assist the firm in creating and delivering service and in providing a
degree of customization.

21. High Customer Participation: Customers work actively with the

provider to co-produce the service.

22. Adequate Service: Minimum level of service that a customer will

accept without being dissatisfied.

23. Desired Service: The “wished for” level of service quality that a
customer believes can and should be delivered.

24. Zone of tolerance: The range within which customers are willing to
accept variations in service delivery.

25. Wheel of loyalty: A systematic and integrated approach to targeting,

acquiring, developing and retaining a valuable customer base.
26. Flower of Service: A visual framework for understanding the
supplementary service elements that surround and add value to the
product core.

27. Service encounter: A period of time during which customers interact

directly with a service.

28. In-process wait: A wait that occurs during service delivery.

29. Jay customer: A customer who acts in a thoughtless or abusive way,

causing problems for the firm, its employees and other customers.

30. Mystery shopping: A research technique that employs individuals

posing as ordinary customers to obtain feedback on the service
environment and customer-employee interactions.

31. Emotional Labor: Expressing socially appropriate emotions toward

customers during service transactions.

32. Defection: A customer’s decision to transfer brand loyalty from a

current service provider to a competitor.

33. Russell Model of Affect: Helps to understand the feelings in service

environments and suggests that emotional responses to environments
can be described along two main dimensions – pleasure and arousal.