Chapter 7 – Services Strategy

7.3 Discussion Questions and Activities


  1. Describe the four elements that make services different from products.
  2. What are the five gaps that may exist in the service quality gap model?


  1. Discuss the actions a company can implement to minimize the potential negative impact of service variability.
  2. Explain how technology might help companies delivery higher quality service.


  1. You have been sitting at the Ministry of Transportation (MoT) for over an hour, while you are waiting for your in-person driver’s test appointment. Knowing that products are different than services, think about what the MoT could do to improve overall service delivery. Consider the distinctive nature of services.


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Principles of Marketing, 1st Canadian Edition Copyright © by Anthony Francescucci, Joanne McNeish, Nukhet Taylor is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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