MKT 723- Midterm Exam Guide - Comprehensive Notes for the exam ( 15 pages long!)

• School: Ryerson University
• Department: Marketing
• Course: MKT 723
• Professor: Julie Kellershohn

Document Summary

What is service quality: many people look at quality with the manufacturing-based approach, this is primarily concerned with engineering and manufacturing practices and typically means delivery against measurable standards within certain tolerance levels. In services, quality is operations-driven: tends to be aligned with productivity and cost-containment goals, we define service quality from the user"s perspective as a high standard of performance that consistently meets or exceeds customer expectations. Gaps 2, 3, and 4 are internal gaps between various functions and departments within the organization. Hard measures of service quality: hard measures typically refer to operational processes or outcomes and include data such as uptime, service response times and failure rates. Tools to analyze and address service quality problems. Blueprinting a powerful tool for identifying fail points: allow us to drill down to identify where exactly in a service process the problem was caused, figure 14. 15 displays this.