front 1 As companies find it harder and harder to differentiate their physical products, they turn to service differentiation. Companies seek to develop a reputation for ________, better and faster answering of inquiries, and quicker resolution of complaints.
Inês deserves a beer! Just sayin… | back 1 c |
front 2 Service industries are everywhere. They include government, private nonprofit, business sector, manufacturing sector, and the ________.
Inês deserves a beer! Just sayin… | back 2 d |
front 3 Manufacturers, distributors, and retailers can provide ________
services or simply excellent customer service to differentiate
themselves. c. sales Inês deserves a beer! Just sayin… | back 3 b |
front 4 There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOT one of these five categories?
Inês deserves a beer! Just sayin… | back 4 e |
front 5 Which of the following would be an example of a “hybrid” service?
Inês deserves a beer! Just sayin… | back 5 c |
front 6 Which of the following would be an example of a “pure service”?
| back 6 a |
front 7 7. Services vary as to whether they are equipment-based or ________.
| back 7 b |
front 8 8. Some services require that the client be present to conduct the service An example of such a service is a ________.
| back 8 c |
front 9 Services differ as to whether they meet a personal need or a ________.
| back 9 c |
front 10 Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.
| back 10 e |
front 11 Inês deserves a beer! Just sayin… Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOT one of these characteristics?
| back 11 b |
front 12 Services cannot be seen, tasted, felt, or heard before they are bought To reduce uncertainty, buyers will look for evidence of quality. They will draw inference about quality from place, people, and price they see. Therefore, the service provider’s task is to “________.” a. communicate value b. manage the evidence c. full speed ahead d. high touch- high price e. none of the above | back 12 b |
front 13 Inês deserves a beer! Just sayin… Service companies can try to demonstrate their service quality through physical evidence and ________.
| back 13 e |
front 14 Inês deserves a beer! Just sayin… Unlike physical goods, services are produced and ________ simultaneously.
| back 14 b |
front 15 Inês deserves a beer! Just sayin… One of the special features of services marketing is the
provider-client interaction. This is defined as when the client is
also ________ as the service is produced. c. producing | back 15 d |
front 16 Inês deserves a beer! Just sayin… Services depend on who provides them and when and where they are provided they are highly ________.
| back 16 b |
front 17 There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps?
| back 17 a |
front 18 Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called ________.
| back 18 c |
front 19 To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies?
| back 19 d |
front 20 To match supply and demand on the supply side, marketers can employ a number of strategies. Which of the following is NOT one of these strategies?
| back 20 b |
front 21 1. As companies find it harder and harder to differentiate their physical products, they turn to service differentiation. Companies seek to develop a reputation for ________, better and faster answering of inquiries, and quicker resolution of complaints. a. superior packaging b. superior “value” c. superior on-time delivery d. superior products e. superior customer service | back 21 c |
front 22 2. Service industries are everywhere. They include government, private nonprofit, business sector, manufacturing sector, and the ________. a. insurance salespeople b. seasonal workers c. temporary workers d. retail sector e. none of the above | back 22 d |
front 23 Inês deserves a beer! Just sayin… 3. Manufacturers, distributors, and retailers can provide ________ services or simply excellent customer service to differentiate themselves. a. financial b. value-added c. sales d. marketing e. distribution | back 23 b |
front 24 Inês deserves a beer for doing this! Just sayin… 4. There are five categories of offerings for a service. It can be either a minor or a major component of the company’s offerings. Which of the following is NOT one of these five categories? a. Pure tangible good. b. Tangible good with accompanying services. c. Hybrid. d. Major service with accompanying minor goods and services. e. Major service with accompanying major goods. | back 24 e |
front 25 Inês deserves a beer for doing this! Just sayin… 5. Which of the following would be an example of a “hybrid” service? a. University b. Professor c. Restaurant d. Soap manufacturer e. Airline | back 25 c |
front 26 Inês deserves a beer for doing this! Just sayin… 6. Which of the following would be an example of a “pure service”? a. Insurance b. Airlines c. Car dealer d. Copier company e. None of the above | back 26 a |
front 27 Inês deserves a beer for doing this! Just sayin… a. service-based b. people-based c. process-based d. historical-based e. none of the above | back 27 b |
front 28 8. Some services require that the client be present to conduct the service An example of such a service is a ________. a. vending machines b. fast-food c. medical operation d. car repair e. tax service | back 28 c |
front 29 9. Services differ as to whether they meet a personal need or a ________. a. quality need b. production need c. business need d. functional need e. customer need | back 29 c |
front 30 10. Services high in ________qualities are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. a. equipment b. search c. experience d. personal attention e. credence | back 30 e |
front 31 11. Services have four distinctive characteristics that greatly affect the design of marketing programs. Which of the following is NOT one of these characteristics? a. Intangibility b. Communicability c. Variability d. Perishability e. None of the above | back 31 b |
front 32 Inês deserves a beer for doing this! Just sayin… 12. Services cannot be seen, tasted, felt, or heard before they are bought To reduce uncertainty, buyers will look for evidence of quality. They will draw inference about quality from place, people, and price they see. Therefore, the service provider’s task is to “________.” a. communicate value b. manage the evidence c. full speed ahead high touch- high price d. none of the above | back 32 b |
front 33 Inês deserves a beer! Just sayin… 13. Service companies can try to demonstrate their service quality through physical evidence and ________. a. predatory pricing b. people c. pricing d. profits e. presentation | back 33 e |
front 34 Inês deserves a beer for doing this! Just sayin… 14. Unlike physical goods, services are produced and ________ simultaneously. a. launched b. consumed c. created d. maximized e. none of the above | back 34 b |
front 35 Inês deserves a beer for doing this! Just sayin… 15. One of the special features of services marketing is the provider-client interaction. This is defined as when the client is also ________ as the service is produced. a. prominent b. product c. producing d. present e. paying | back 35 d |
front 36 16. Services depend on who provides them and when and where they are provided they are highly ________. a. suspect b. variable c. consistent d. sub-standard e. none of the above | back 36 b |
front 37 Inês deserves a beer! Just sayin… 17. There are three steps service firms can take to increase quality control. Which of the following is NOT one of these steps? a. Reduce customer contact points. b. Monitor customer satisfaction. c. Standardize the service-performance process. d. Invest in good training procedures. e. Invest in good hiring procedures. | back 37 a |
front 38 Inês deserves a beer! Just sayin… 18. Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called ________. a. standardization b. heterogeneity c. perishability d. intangibility e. none of the above | back 38 c |
front 39 19. To match demand and supply, service marketers can utilize a number of strategies on the demand side. Which of the following is NOT one of these strategies? a. Complementary b. Nonpeak demand c. Differential pricing d. Shared services e. None of the above | back 39 d |
front 40 20. To match supply and demand on the supply side, marketers can employ a number of strategies. Which of the following is NOT one of these strategies? a. Peak-time efficiency. b. Reservation system. c. Increased consumer participation. d. Part-time employees. e. None of the above | back 40 b |
front 41 21. There are shifts that favor the customer in the client relationship. Customers are now becoming more sophisticated about buying product support services and are pressing for “________.” a. selective pricing b. institutional pricing/services c. substitute services d. promotional pricing e. services unbundling | back 41 e |
front 42 Inês deserves a beer for doing this! Just sayin… 22. Holistic marketing for services requires external, ________, and internal marketing. a. exceptional b. incremental c. consistent d. interactive e. influential | back 42 d |
front 43 Inês deserves a beer for doing this! Just sayin… 23.Factors that lead to customer switching behavior include all of the following EXCEPT ________. a. problem solving b. pricing c. inconvenience d. ethical problems e. none of the above | back 43 a |
front 44 24. Clients judge the service outcome not only by its ________ but also by its functional quality. a. length of time b. price c. attributes d. completeness e. technical quality | back 44 e |
front 45 Inês deserves a beer for doing this! Just sayin… 25. ________ describes the employees’ skill in serving the client. a. Interactive marketing b. Internal marketing c. Client marketing d. Fixed marketing e. Technical marketing | back 45 a |
front 46 26. According to Parasuraman, Zeithaml, and Berry, the first “gap” in their service- quality model is the gap between ________. a. perceived service and expected service b. service delivery and external communications c. service-quality specifications and service delivery d. management perception and service-quality specification e. consumer expectation and management perception | back 46 e |
front 47 27. According to Parasuraman, Zeithaml, and Berry, the second “gap” in their service- quality model is the gap between ________. a. perceived service and expected service b. service delivery and external communications c. service-quality specifications and service delivery d. management perception and service-quality specification e. consumer expectation and management perception Inês deserves a beer! Just sayin… | back 47 d |
front 48 28. According to Parasuraman, Zeithaml, and Berry, the third “gap” in their service- quality model is the gap between ________. a. perceived service and expected service b. service delivery and external communications c. service-quality specifications and service delivery d. management perception and service-quality specification e. consumer expectation and management perception | back 48 c |
front 49 29. According to Parasuraman, Zeithaml, and Berry, the fourth “gap” in their service- quality model is the gap between ________. a. perceived service and expected service b. service delivery and external communications c. service-quality specifications and service delivery d. management perception and service-quality specification e. consumer expectation and management perception | back 49 b |
front 50 Inês deserves a beer for doing this! Just sayin… 104 30. According to Parasuraman, Zeithaml, and Berry, the fifth “gap” in their service- quality model is the gap between ________. a. perceived service and expected service b. service delivery and external communications c. service-quality specifications and service delivery d. management perception and service-quality specification e. consumer expectation and management perception | back 50 a |
front 51 31. The five determinants of service quality include all of the following EXCEPT ________. a. empathy b. assurance c. responsiveness d. reliability e. reputation | back 51 e |
front 52 Inês deserves a beer! Just sayin… 32. There is a ________ where consumer perceptions on a service dimension would be deemed satisfactory, anchored by the minimum level consumers would be willing to accept and the level that customers believe can and should be delivered. a. empathy b. zone of tolerance c. zone of forgiveness d. perceived forgiveness e. value definition | back 52 b |
front 53 33. Top service companies are “customer obsessed.” They have a clear sense of their target customers and their needs. Their management looks not only at financial performance on a monthly basis, but also at ________. a. service performance b. tangible rewards c. consumer complaints d. marketing activities e. none of the above | back 53 a |
front 54 34. A service company can differentiate itself on three levels. The first is reliability, the second is resilience, and the third is ________. a. assuredness b. employees c. innovativeness d. teamwork e. none of the above | back 54 c |
front 55 105 35. Not all SSTs improve service quality, but they have the potential of making service transactions more accurate, ________, and faster. a. convenient b. discounted c. inconvenient d. popular e. none of the above | back 55 a |
front 56 417 36. When initiating self-service technologies, some companies have found that the biggest obstacle is not the technology itself, but ________ customers to use it. a. enticing b. feeling comfortable with c. adapting d. utilizing e. convincing | back 56 e |
front 57 417 37. Delta Airlines has been successful in getting customers to use its self-service kiosks by employing a number of tactics. Which of the following was NOT a tactic used by Delta Airlines. a. Advertise the advantages. b. Charge for the convenience. c. Be there to help. d. Maintain the machines. e. None of the above. | back 57 b |
front 58 38. Top firms audit service performance, both their own and their competitors’ on a regular basis. They collect ________ to probe customer satisfiers and dissatisfiers. a. chat rooms b. voice of the customer c. e-mail solicitations d. consumer activists groups e. none of the above | back 58 b |
front 59 Inês deserves a beer! Just sayin… 39.Services can be judged on customer importance and company performance. ________ is used to rate the various elements of the service bundle and identify what actions are required. a. SERVQAL b. Consumer-quality analysis c. Importance-performance analysis d. Key-service indices analysis e. Reliability-service indices analysis | back 59 c |
front 60 106 40. Studies of customer dissatisfaction show that customers are dissatisfied with their purchases about 25 percent of the time but that only about ________ complain. a. 2 percent b. 10 percent c. 5 percent d. 15 percent e. none of the above | back 60 c |
front 61 41.Customers whose complaints are satisfactorily resolve often become ________ company loyal than customers who were never dissatisfied. a. effective b. no change c. more d. less e. indifferent | back 61 c |
front 62 42. Companies that ________ disappointed customers to complain—and also empower employees to remedy the situation on the spot—have been shown to achieve higher revenues and greater profits than companies that do not have a systematic approach for addressing service failures. a. ignore b. frustrate c. discourage d. encourage e. none of the above | back 62 d |
front 63 43. Research has shown that customers evaluate complaint incidents in terms of the________, the procedures used to arrive at those outcomes, and the nature of the interpersonal treatment during the process. a. anger of the customer b. personality of the manager c. outcomes they receive d. monetary rewards e. none of the above | back 63 c |
front 64 44. Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behavior in dealing with customers can be a critical asset. a. company policies and procedures b. win/win philosophy c. conflict management courses d. training lessons e. extra-role behaviors | back 64 e |
front 65 45. Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty. a. accommodating b. non-threatening c. neutral d. negative e. positive | back 65 e |
front 66 46. Service marketers frequently complain about the difficulty of ________ their services. a. marketing b. diffusing c. differentiating d. developing e. designing | back 66 c |
front 67 47. Service offerings can be differentiated in many ways. The offering can include innovative features. What the customer expects is called the ________. 1. brand package 2. complete service package 3. primary service package 4. bundled package 5. none of the above | back 67 c |
front 68 48. To differentiate their service, a provider can add ________ to the package of services already provided. a. secondary service features b. primary service features c. value bundling d. branding e. price bands of like services | back 68 a |
front 69 49. Sometimes, companies achieve differentiation through the sheer range of its service offerings and the success of its ________ efforts. a. pricing b. cross-selling c. advertising d. sales representatives e. none of the above | back 69 b |
front 70 50. Developing brand strategies for a service requires special attention to choosing brand elements, establishing image dimensions, and ________. a. developing a marketing niche b. developing an advertising campaign c. devising a branding strategy d. developing differentiation e. none of the above | back 70 c |
front 71 51. The intangibility of services has implications for the choice of brand elements. Because service decisions and arrangements are often made away from the actual service location, brand ________ becomes critical. In such cases, an easy-to- remember brand name is imperative. a. design b. slogans c. image d. recall e. remind | back 71 d |
front 72 52. Because a physical product does not exist, the ________ of the service provider-its primary and secondary signage, environmental design and reception areas, etcetera are especially important. a. characters b. logo c. physical facilities d. brand image e. colors | back 72 c |
front 73 53. Organizational associations—such as perceptions about the people who make up the organization and who provide the service-are likely to be particularly important brand associations that may affect evaluations of service quality directly or indirectly. One particular important association is company ________ and perceived expertise, trustworthiness, and likeability. a. credibility b. reliability c. assurance d. tangibility e. heterogeneity | back 73 a |
front 74 54. Service firms must therefore design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone. a. advertising campaigns b. marketing measures c. ad agencies d. marketing communications e. marketing strategy | back 74 d |
front 75 55. Services must consider developing a brand hierarchy and brand portfolio that permits ________ and targeting of different market segments. a. differentiation b. product placement c. positioning d. image e. none of the above | back 75 c |
front 76 56. Manufacturers of equipment all have to provide product support services. Companies in these industries must define customer needs carefully in designing their service support program. Customers have three specific worries when discussing product support services. These three worries include all of the following EXCEPT ________. a. out-of-pocket costs b. reputation of manufacturer c. service dependability d. downtime e. failure frequency | back 76 b |
front 77 57. A buyer may try to estimate the life-cycle cost of purchasing a product. Life-cycle cost is defined as the ________. a. product’s purchase cost plus the total cost of maintenance and repair less any salvage value b. product’s purchase cost plus discounted cost of maintenance and repair less any salvage value c. product’s purchase cost plus discounted cost of maintenance and repair plus any salvage value. d. product’s purchase cost plus any salvage value. e. product’s purchase cost plus discounted cost of maintenance and repair | back 77 b |
front 78 58. A manufacturer can offer and charge for product support services in different ways. Which of the following is NOT one of the ways manufacturers charge for additional product support services? a. Increase annual purchases for additional services. b. Service contracts. c. Extended warranties. d. Pay for the services upfront. e. Increase the initial cost of the product. | back 78 e |
front 79 59. To provide the best support, a manufacturer must identify the services customers value most and their ________ importance. a. competitive b. popular c. absolute d. relative e. none of the above | back 79 d |
front 80 60. Classes of services can be branded vertically on the basis of ________. a. popularity and price b. cost of providing the service c. price and quality d. price and frequency e. target return on investment | back 80 c |
front 81 61. The Bureau of Labor Statistics reports that the service-producing sector will continue to lose jobs over the next five years. | back 81 False |
front 82 Inês deserves a beer! Just sayin… 62. Services include government, private nonprofit, business, and the manufacturing sector. | back 82 True |
front 83 Inês deserves a beer! Just sayin… 63. A “service” is defined as any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. | back 83 True |
front 84 Inês deserves a beer! Just sayin… 64. A hybrid service consists of unequal parts of goods and services, with services being in the majority. | back 84 False |
front 85 Inês deserves a beer! Just sayin… 65. An example of a pure service provider might be for example a car repair facility. | back 85 False |
front 86 66. Services vary as to whether they are equipment-based and/or people-based. | back 86 True |
front 87 67. No matter what the “service” consumers can judge the quality that they receive from the service provider. | back 87 False |
front 88 68. Because services are generally high in experience and credence qualities, there is more risk in purchase. | back 88 True |
front 89 69. Services have five distinctive characteristics, one of these five being “pure service.” | back 89 False |
front 90 Inês deserves a beer! Just sayin… 70. Intangibility with regards to across providers. | back 90 False |
front 91 Inês deserves a beer! Just sayin… 71. Service companies try to evidence and presentation. | back 91 True |
front 92 Inês deserves a beer for doing this! Just sayin… 72. Inseparability in the context of a “service” means that the service provider and the service customer/consumer cannot be separated since one effects another. | back 92 True |
front 93 73. One of the strategies to equalize supply and demand for service providers is to price their services “high” when demand is low and “low” when demand is at its highest. | back 93 False |
front 94 74. Currently, businesses have so much data on their customers that they are able to differentiate customers by “tiers” thus providing equal services to each level or “tier.” | back 94 False |
front 95 75. Customers are becoming more sophisticated about buying product support services and are pressing for “services unbundling.” | back 95 True |
front 96 Inês deserves a beer! Just sayin… 76. Because service encounters are complex interactions affected by multiple elements, adopting a holistic marketing approach might not work effectively. | back 96 False |
front 97 Inês deserves a beer! Just sayin… 77. Interactive marketing describes the employees’ skill in serving the client. | back 97 True |
front 98 78. Clients judge service not only by its technical quality but also by its price. | back 98 False |
front 99 79. The service quality of a firm is tested at each service encounter. | back 99 True |
front 100 80. Customers form service expectations from such areas as past experiences, word of mouth, and advertising. | back 100 True |
front 101 81. The “gaps” of service quality as illustrated by Parasuraman, Zeithaml, and Berry show exactly how a firm can eliminate all service failures quite easily. | back 101 False |
front 102 82. The first “gap” is the “gap” between management’s perceptions of consumer expectations and consumers’ expected service. | back 102 True |
front 103 83. The second “gap” is the “gap” between management perceptions of consumer expectations and the translation of these perceptions into service-quality specifications. | back 103 True |
front 104 84. The third “Gap” is the “gap” between service-quality specifications and external communications to consumers. | back 104 False |
front 105 85. The fifth “gap” is the “gap” between external communications and the consumers expected service. | back 105 False |
front 106 86. Various studies have found that the well-managed service companies share no common service characteristics. | back 106 False |
front 107 87. Top service companies are “customer obsessed.” | back 107 True |
front 108 88. A service company can differentiate itself by designing a better and faster delivery system. | back 108 True |
front 109 89. The three levels of differentiation for a service company include reliability, resilience, and cost. | back 109 False |
front 110 90. Services can be judged on customer importance and company performance. | back 110 True |
front 111 91. Studies of customer dissatisfaction show that customers are dissatisfied with their purchases about 25 percent of the time and about 15 percent of them complain. | back 111 False |
front 112 92. Excellent service companies know that positive employee attitudes will promote stronger customer loyalty. | back 112 True |
front 113 93. Service marketers have no problem in differentiating their services from the competition. | back 113 False |
front 114 94. Service offerings can be differentiated in numerous ways because the consumer only expects to see the company’s primary service package. | back 114 True |
front 115 95. The company need not define the customer needs carefully because customer’s can always switch providers. | back 115 False |
front 116 96. A manufacturer can offer and charge for product support services only when negotiating the final price of the product. | back 116 False |
front 117 114 97. Service contracts and extended warranties are examples of companies charging for additional services. | back 117 True |
front 118 98. Developing brand strategies for a service brand requires special attention to choosing brand elements, establishing image dimensions, and devising the branding strategy. | back 118 True |
front 119 99. Service firms must therefore design marketing communications and information programs so that consumers learn more about the brand than the information they get from service encounters alone. | back 119 True |
front 120 100. Services must consider developing a brand hierarchy and brand portfolio that permits positioning and targeting of different market segments. | back 120 True |
front 121 111. A plumbing firm is considered a service firm since they are providing “services” to households and businesses. The service component then would fall into which one of the following categories of offerings? a. Pure tangible good. b. Tangible good with accompanying services. c. Hybrid. d. Major service with accompanying minor goods and services. e. Pure service. f. Inês deserves a beer! | back 121 b |
front 122 Inês deserves a beer! Just sayin… 112. Some services are easy to evaluate by the consumer and others are not. Which one of the following would be considered high in credence qualities and thus hard to evaluate by the majority of consumers? a. Decorating. b. A restaurant. c. A haircut. d. A medical diagnosis. e. None of the above. | back 122 d |
front 123 113. Services can be high in search qualities. Which one of the following is NOT seen as high in search qualities? a. Decorating. b. A restaurant. c. A haircut. d. A medical diagnosis. e. None of the above. | back 123 d |
front 124 114. If we say that services cannot be seen before purchasing—that is a customer must experience other clues to the service quality besides the tangible aspect, we are saying that a service is _________. a. intangible b. inseparable c. perishable d. varies e. none of the above | back 124 a |
front 125 115. Service companies try to communicate quality to their customers through physical evidence. For a restaurant, which of the following would play a key role in communicating the message “eat here” to customers’ best? a. People b. Place c. Equipment d. Price e. Symbols | back 125 b |
front 126 Inês deserves a beer! Just sayin… 116. Services are produced and consumed simultaneously. As a service provider how can you overcome this limitation in an attempt to reach an ever-greater market and customer base? a. Train others to perform my service. b. Use television. c. Work with larger groups. d. Use the Internet. e. All of the above. | back 126 e |
front 127 117. Services vary depending who provides them and when and where they are performed. Which of the following strategy would work for you to increase the quality control over your tax preparation services as you expand to other markets? a. Invest in good training and hiring procedures. b. Standardize the service. c. Monitor customer satisfaction. d. None of the above. e. Answers a, b and c. | back 127 e |
front 128 Inês deserves a beer! Just sayin… 118. When the cell phone providers’ offer “weekends free” they are attempting to ________ when it comes to the perishability of the service they provide. a. manage supply and demand b. manage supply c. manage demand d. offer to sign up new subscribers e. increase usage f. Inês deserves a beer! Just sayin… | back 128 a |
front 129 119. When restaurants and theme parks add summer workers, they are attempting to manage supply and demand for their services by ________. a. shared services b. complementary services c. nonpeak demand d. using part-time employees e. increasing enrollment | back 129 d |
front 130 121. I have switched my dry cleaning provider because the cleaner did not perform up to my standards. This is an example of which of the following customer switching behaviors? a. Service encounter failure. b. Core service failure. c. Response to service failure. d. Involuntary switching. e. Competition. | back 130 b |
front 131 122. After sending registered letters to the roofing company, numerous attempts to contact the president of the company by phone, and sending copies of the complaint to the Better Business Bureau, you finally received a response from the firm that did not satisfy you. In desperation, you decided to have another company complete the repairs to your home. This is an example of what kind of customer switching behavior on your part? a. Involuntary switching. b. Competition. c. Response to service failure. d. Service encounter failures. e. Inconvenience. | back 131 c |
front 132 123. As you prepare to enjoy a night at the theater, your expectations rise as you listen to the music, read the reviewers comments, and reflect back to the last time you saw the same musical. All of these form your “expected service.” If a “gap” were to exist, it would exist here between your “expected service” and the _________ of the musical. a. perceived performance b. external communication of the performance c. management perceptions of consumer expectations d. translation of perceptions into service-quality specifications e. none of the above | back 132 a |
front 133 124. When the lawn service firm advertises, “We can handle all your lawn needs in one stop” and then requires three or four visits to satisfy you, this is an example of which one of the “gaps” of service performance? a. Between service delivery and translation of perceptions. b. Between expected service and perceived service. c. Between service delivery and external communications. d. Between management’s perception and consumers expectations. e. None of the above. f. Inês deserves a beer! | back 133 c |
front 134 125. At the customer counter of your neighborhood tire dealer, you overhear the manager tell a customer “Mrs. Jones, you have our assurance that we can fix your car.” This comment increases your belief in the service quality of the organization by communicating _________ to you and Mrs. Jones. a. tangibles b. reliability c. assurance d. responsiveness e. empathy | back 134 c |
front 135 126. The first time you tried a local restaurant, the food and service was disappointing. However, giving them the benefit of the “doubt” you agree to try the restaurant a second time. Your rationale is that you have a minimum level of service that you would deem satisfactory and a ________ where you believe that service can and should be delivered within. a. reliability b. responsiveness c. expectations d. gap e. zone of tolerance f. Inês deserves a beer! | back 135 e |
front 136 127. After visiting a local car dealer and having your car serviced, a day later you receive a phone call from a research firm asking you to comment on your service experience. This is part of the manufacturer’s quality control over its dealers and the firm’s audit of the service performance by collecting _________. a. satisfying customer complaints b. dealer performance c. customer performance d. “voice of the customer measurements” e. “competitive data” | back 136 d |
front 137 128. You were disappointed in the way your carpets were cleaned by a carpet cleaning company. The manager of the firm immediately dispatched a “second” team to re- clean your carpets at no additional costs. In addition, the manager made a visit to your house the next day to personally inspect the work and to ensure that you were completely satisfied with his company. As a result, you will recommend this carpet cleaning company to friends and family. This service provider knows that ________. if the complaint is resolved quickly, the consumer will not “bad mouth” the firm a. major and minor complaints do not affect future purchases b. if the complaint is resolved quickly between 52 percent and 95 percent of the consumers will buy again from the company c. if the complaints are handled quickly, the firm will not be liable for future damages d. none of the above | back 137 c |
front 138 129. Because services are intangible and the service decisions are often made away from the actual service location itself, brand recall becomes critically important. As you begin to consider a starting your own tax service firm, you must consider the importance of ________. a. your educational experience b. the location of your office c. using the family’s ethnic surname d. using a name that reflects your occupation e. creating an easy to remember brand name | back 138 e |
front 139 130. The prominent location of diploma’s, organizational memberships, board memberships, and certifications/qualifications on the walls of service providers is their attempt(s) to _________. a. establish image dimensions such as perceptions b. establish the fact that they can charge higher fees due to their superior qualifications c. attempt to discourage customers that cannot afford their fees d. attempt to compensate for some other shortcoming like years of experience e. none of the above Inês deserves a beer! Just sayin… | back 139 a |