Page 199 - DMGT510_SERVICES_MARKETING

Services Marketing

Notes 10.4 Keywords

Compatibility Management: Process of managing a variety of customer segments that might be
radically different from each other in profiles.
Contractors: They possess over average customer contact.
Difficult Customers: People who challenge a service provider’s ability to deliver service and
who require special skills and patience.
Internal Customer: An employee who receives goods or services produced elsewhere in an
organisation as inputs to his or her work.
Isolated: They perform support functions.
Modifiers: They have regular contact with the customers.

10.5 Review Questions

1. “Service providers adopt roles that span a wide boundary”. Discuss

2. Discuss the various roles most likely to be performed by the employees an educational
institute.
3. “By making the consumer participate in the service delivery process, the service firm
harvests both benefits and challenges”. Discuss
4. As a service marketer for a chain of multi-cuisine restaurants, how can you assure that
customer participation increases service delivery efficiency?
5. Explain the role of customer education and training in banking services.
6. Do the service firms need to spend resources in developing their internal customers as
well? Why?
7. Describe the concept of compatibility management in context of services.
8. Who is a difficult customer? If you were the service marketer/manager, what provisions
will you make to deal with them?
9. What problems can customers create for the internal customers of an airline? How can
they handle such problems?

10. Using, examples, contrast contractors, modifiers, influencers and isolated role players in
a service firm.

Answers: Self Assessment

1. True 2. True

3. False 4. True
5. True 6. True
7. True 8. True
9. False 10. False
11. Participation 12. Inseparability

13. Service provider 14. Financial
15. Structural

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