MKT 3013 - Chapter 13 SB

What are the three Ps that specifically address the greater complexities needed for providing services?

Presentation, personnel, and process

Which of the following is NOT a method by which managers can provide rewards and incentives to employees?

Providing technology and instrumental support at the facility

In which one of the following examples has the service provider worked to fairly successfully close the communications gap?

Target store advertises no more than three people waiting in line or additional registers will be opened immediately.

Which of the following businesses would face the biggest challenge in matching supply to consumer demand?

Tax accounting firm

One of the first steps in service recovery is that the firm needs to allow the customer to air his grievance and for the firm to Blank______ him.

listen to

What are some common problems caused by the use of technology in a service setting?

Customers dislike replacing humans with machines.,Customers do not understand how to use the technology.,The technology does not perform adequately.

True or False: The zone of tolerance is a program that collects customer inputs and integrates them into managerial decisions.

FALSE

Which of the following best illustrates a specific service standard that is directly measurable?

Make eye contact with every customer and greet them with a smile.

Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.)

Perishability,Intangibility,Heterogeneity

An interior design consulting firm offers a $100 gift card to the employee with the highest customer satisfaction scores at the end of each month. Which method of eliminating the delivery gap is this an example of?

Rewards and incentives

One of the most effective methods to assess how well a firm is delivering adequate service to consumers is to employ the Blank______ Model to evaluate their service provision.

Service Gaps

True or False: Delivery gaps always result in a service failure.

TRUE

fairness refers to customers' desire to be compensated a fair amount to correct a perceived loss that resulted from a service failure.

Distributing

One of the best methods to ensure that guests at Hilton Hotels receive quality service is to solicit suggestions and feedback from whom? (Choose every correct answer.)

Employees,Guests

True or False: Service providers that have high customer satisfaction ratings this year are unlikely to achieve the same level of satisfaction next year.

FALSE

An important element of offering emotional support to employees is to Blank______ when they have been empowered to make decisions in dealing with the customer.

avoid punishing them

If the Americana Hotel has successfully closed the standards gap, the knowledge gap, and the delivery gap in providing customers with service, it is still necessary for the hotel to close the gap.

communicate

A hotel advertises package deals that include tickets to a nearby theme park. When the customer asks for this offer, he is informed they are sold out as only a limited number of tickets were available. The customer experiences a Blank______ gap and is very unhappy.

communications

Janet had to deal with a very difficult customer who wanted to be given complimentary services such as free flights and upgrades on future flights when he very vocally complained in the airport about delays and lost luggage. He screamed at Janet and was very offensive. Her supervisor made Janet feel a little better about the unsettling experience by offering Blank______ support and commending her on how she handled the difficult passenger.

emotional

The delivery of quality service is the task of everyone in the firm, but the commitment to quality service is established and illustrated best by Blank______, which establishes policy and sets examples for the entire company.

management

To address the intangible nature of services provided and allow patients to compare them to the services provided by others, a medical provider may Blank______.

offer cues to customers, such as comfortable waiting rooms and sparkling clean examination rooms with diplomas on the wall

United Airlines flies a plane from LA to NY at 8 o'clock on Tuesday morning only 25 percent full. On Friday, the same flight is overbooked by 15 percent. United is unable to capture and save the unused seats from the previous flight, and instead has to pay passengers to fly on future flights. This is an example of the Blank______ of services.

perishability

United Airlines flies a plane from Los Angeles to New York at 8 o'clock on Tuesday morning only 25% full. On Friday, the same flight is overbooked by 15%. One of the traits of service marketing is this quality of Blank______, in which the flights must be delivered on the day scheduled or it is lost.

perishability

Drag each definition to the corresponding dimension of service quality.

Ability to perform the service dependably and accurately,Willingness to help customers and provide prompt service,Knowledge and courtesy by employees and their ability to convey trust and confidence,Caring, individualized attention provided to customers,Appearance of physical facilities, equipment, personnel, and communication materials

The Service Gaps Model can be very useful to improve the delivery of services. Drag each example to the type of gap it exemplifies.

Diners at a restaurant think the portions are too small, but the manager is unaware of this complaint.,Management believes that customers in a restaurant think the service is very slow, however, management allows servers to stand around and chat.,A restaurant usually serves fresh bread made on the premises, but at the end of the day the ovens are shut down early and only cold loaves are available. ,A restaurant advertises they are open for breakfast, but when guests arrive on Sunday morning, there is a sign on the door indicating they only open for brunch at 11:00.

Lisa is a manager at a customer service call center for a footwear manufacturer. One of the customer service representatives, Mark, is upset because he just finished a call in which the customer berated him for the poor quality of a pair of shoes. Mark is worried that he may be punished for offering the customer a refund and a 20% discount on her next pair of shoes, but Lisa reassures him that he made the right decision and tells a few jokes to get his spirits up. What type of support has Lisa provided?

Emotional

A business that experiences service delivery gaps can use which of the following methods to improve the quality of its service? (Choose every correct answer.)

Empower employees to work in the customer's best interest,Implement self-service technologies,Provide incentives and support for service providers

Joe owns a large retail company and wants to find out more about his customers' service expectations. Which one of the following is the best way for Joe to gain this insight?

Joe needs to engage in structured market research on his industry and brand.

Which of the following is an example of a service?

Massage

What are some ways in which customers' expectations can be managed when a service is delivered? (Choose every correct answer.)

Notifications informing online customers when items are out of stock,Automated messages telling customers calling customer service how long they will be on hold,Retailers warning customers when supplies of sale items are limited

During the busy holiday shopping season, a cashier accidentally under charges the customer $1. The customer offers to wait while the cashier rings the item again. With many customers waiting in line, the cashier forgoes company guidelines and lets the customer keep the item at the price she was charged. What is this an example of?

Procedural fairness

True or False: To assess service quality, it is necessary to understand both customers' perceptions and their expectations.

TRUE

After waiting in line over 2 hours to experience a new ride at an amusement park, the ride breaks. If everyone waiting is given a \rain check\" with the sequential order of their line location enabling them to return in 4 hours and re-queue in order. Most guests will be satisfied

as they are experiencing Blank______."

In addition to empowering and rewarding service providers, as well as offering instrumental support, service managers are advised to Blank______.

be consistent and predictable in their support

One of the problems in using customer complaint behavior to assess buyers' service expectations is that Blank______.

managers often are more concerned with resolving the complaint than analyzing the essence of the problem

Involving employees in setting service performance goals can be very instructive in helping a firm reduce the Blank______ gap as it increases their input into systematizing the expected output.

standards

A customer with a complaint about the way in which a washing machine repair was made will become increasingly more annoyed with the service provider Blank______.

the longer it takes to get an answer from the firm

A tool that is increasingly used by service providers to minimize the heterogeneity between those who deliver the service is to employ Blank______.

machines, such as ATMs and service kiosks

Service providers, such as seaside hotels and restaurants, have a greater problem matching Blank______ than product manufacturers do.

supply and demand

When there is a service failure, customers typically want some sort of material compensation that offsets their inconvenience or loss. In other words, they want Blank______.

tangible restitution

How much time should a service provider give to a customer who wants to file a complaint?

As long as it takes for the customer to say everything he or she has to say

Which of the following situations best illustrates how a firm can offer employees emotional support and stand behind the employees' actions?

At a copy center, part-time employees are encouraged to turn over any unhappy customer to the supervisor immediately.

Blank______ is a customer's perception of the benefits received compared to the costs.

Distributive fairness

Drag each definition to its corresponding type of service gap.

The difference between customer expectations and what the firm perceives the customer to expect,The difference between the firm's perceptions of customers expectations and the service standards it sets,The difference between the firm's service standards and the actual service it provides to customers,The difference between actual service provided to customers and the service that the firm's promotion program promises

Jane has multiple managers at her retail job. It is company policy that customers cannot return items without a receipt, but sometimes managers will allow customers to receive store credit for their returns. One day a customer was irate that Jane would not allow a return for store credit because the manager on duty adhered to the company policy. The customer wrote a complaint about Jane to the corporate office. What needs to change about this situation?

The support that managers provide must be consistent and coherent throughout the organization.

Which of the following characteristics is NOT one that distinguishes services from products?

Volatility

Sally is having trouble deciding which college to attend. While the physical aspects of the schoolsâ€"their buildings, classrooms, and librariesâ€"are easy to judge, the quality of learning they offer is much more difficult to evaluate. It is this Blank______ of the purchase that makes marketing the service, a college education, complicated.

intangibility

Consumers can see and touch a product, such as a laptop computer, but cannot touch the financing program used to purchase the laptop. Services cannot be touched, tasted, or seen; they are Blank______.

intangible

Previously, retailers offered no-questions-asked returns but have changed policies in recent years due to customers who took advantage of the policy. Since most buyers appreciate Blank______ some stores have instead instituted a 90-day limit on returns, as that is a reasonable amount of time for a consumer to decide whether to keep the item.

procedural fairness

Despite having to deal with difficult guests, the service provider can be motivated to provide \service with a smile\" when the firm Blank______."

provides support and incentives to motivate quality service

Poor service delivery can be converted into a positive interaction through service Blank______ an effort that resolves the problem fairly and shows the buyer that the firm is listening to the complaint.

recovery

Firms are able to gain a better understanding of customers' service expectations by using quantitative and qualitative market Blank______ which can be extensive and expensive.

research

A deed, performance, or effort that cannot be physically possessed is called a(n) Blank______.

service

Customer refers to human or mechanical activities undertaken by firms to help satisfy their customers' needs and wants.

service

When setting and explaining service goals during employee training, it is most important that the goals be Blank______.

specific

A customer's expectations for a single service provider might vary substantially based on the Blank______.

specific situation

Services are deeds or performances done for and with customers. They typically are Blank______ involving a sequence of steps or actions.

a process

A brand like Google will invest resources in creating a simple, attractive site that has interesting images and icons, such as the daily updates to the Google logo for holidays and special events, in order to better communicate the Blank______ element of their service and image to users.

intangible

The gap shows the difference between a customer's expectations and what the company thinks the customer expects.

knowledge

The employees at the Ritz-Carlton are renowned for delivering good-quality service to hotel guests. Their behavior is probably due to Blank______.

seeing management treating customers well and following the behavior

The gap is the difference between the company's perceptions of the customer's expectations and the service standards it sets.

standard

The manager of a four-star hotel learns that the bathrooms in the hotel are receiving complaints for being dirty. He believes that hotel guests are being too picky and he decides not to instruct housekeeping to clean the bathrooms more thoroughly. Because the hotel does not change the cleaning policy, there is a Blank______ gap.

standards

A restaurant delivers particularly bad service at lunch one Tuesday. One of the biggest problems with the marketing of such services is that the restaurant service providers cannot Blank______.

undo \bad\" service and often are unaware of the extent of the problem until the buyer complains"

When using zone of tolerance marketing metrics, the five scores assigned to service quality dimensions will always total Blank______.

100%

A travel agency has made several major mistakes in booking a trip to Greece and wants to make amends and try to retain customer loyalty. Which of the following would NOT be a good way for the travel agency to address the problem?

Delaying the resolution of the problems until all managers at the agency can meet to agree on an approach

True or False: It is easier to fix bad service experiences than it is to fix bad product experiences.

FALSE

According to the Service Gaps Model, which of the following is NOT one of the gaps that might be encountered by a service provider in meeting the customer's needs?

Financial

Which of the following are benefits that a service provider receives from engaging in effective service recovery? (Check all that apply.)

Increased purchase intention,Improved word of mouth

When is empowering employees most important?

When the service is individualized

One way for a firm to reduce the Blank______ gap is to ensure that the sales force does not make promises the firm cannot keep.

communication

Ryanair advertised the lowest rates in Europe with fares of $12 between Paris and Munich. However, when Bill arrived at the airport, he had to pay $28 in taxes, $25 for one small carry-on bag, $6 for a non-alcoholic beverage, and $2.50 to use the restroom on the plane. Between Ryanair and the customer there is a Blank______ gap.

communication

The Blank______ gap refers to the difference between the service a company provides to customers and the service that it promises to provide in its advertisements.

communication

An effective method to assess customer service expectations is to analyze customer Blank______ behavior in which management is told by buyers what dissatisfies them.

complaint

In delivery of a service, one of the most important early steps is addressing the knowledge gap, or the ability to understand Blank______.

consumer expectations

Services are , which means that they cannot be touched, tasted, or seen.

intagible

When a firm such as Ruth's Chris Steak House tells servers to \use your best judgment\" in serving a customer who is not satisfied with his or her $40 steak

it is allowing the server to make decisions at the point of delivery. This is called ."

Service providers cannot inventory or stockpile things like haircuts during slow times to \sell\" later when the facility is busy. This characteristic of services is called Blank______."

perishability

Procedural fairness is defined as Blank______.

the perceived fairness of the process used to solve complaints

Which of the following is an effective method marketers often use to promote services that cannot be shown directly to customers?

Evocative symbols and images

Mike is the manager of a sandwich shop and received a complaint from a customer unhappy because it took too long to get his food. Mike apologized to the customer and sent him a coupon for a free sandwich for the next time he visited. Why is it important for Mike to listen to the customer and provide feedback?

Mike is able to identify a way to improve service; he can schedule labor appropriately and set benchmarks.

A convenient location and a presence on the Internet are both important characteristics of which of the marketing Ps for services?

Place

An athletic equipment store offers customers a free shoe-fitting service in which the customer's foot size, stride length, and gait are analyzed to determine the best athletic shoe for his or her needs. Recognizing that not all customers will be happy with their results, the store offers a 30-day trial period, during which the customer can return the shoes and receive a 10% discount on his or her next purchase. What is this an example of?

Procedural fairness

In addition to the traditional four Ps of marketing (product, price, place, and promotion), what are the additional three marketing Ps necessary for services? Â

Process,Presentation,Personnel

What problem might occur if a grocery store decides to install self-checkout devices?

The technology will be too challenging for some customers.

The failure of a service to meet the customer's expectations is known as a service .

gap

Jane has realized that she does not enjoy taking a taxi to work because there is substantial Blank______ in the delivery of the service depending on who is driving her cab that day.

heterogeneity

Susie decided to try a weight-loss program by Extreme Fit Foods that promised she could lose 15 pounds her first week. Susie followed the guidelines exactly and only lost 1 pound the first week. She is planning on canceling her membership and telling her other friends not to try Extreme Fit Foods. What mistake did Extreme Fit Foods make?

It needs to communicate accurate results information to meet customers' expectations.

The self-checkout counter at a local grocery store is which type of technological service interaction?

Low technology, low human effort

Marissa works for a local restaurant. Each time a customer reports a compliment to a manager about an employee, the employee receives a star pin to wear. What is the advantage of the \star pin\" to the restaurant and Marissa? "

The star pin is a reward that reinforces the provision of excellent customer service and makes the employee feel recognized.

A financial advisement company knows that it takes approximately six months to improve a customer's credit score. Whereas some customers improve their score in as little as three months, others take up to a year. Which of the following promises will help attract customers while also reducing the firm's communications gap?

\Improve your credit score in one year or less!\""

One of the side benefits of listening to customers' complaints is that Blank______.

airing the complaint can be very therapeutic for the buyer

One of the distinct advantages of heterogeneity of services is that it enables the provider to Blank______ the service and not deliver a standardized, cookie-cutter approach uniformly to every buyer.

customize

The perceived equity of the process used to resolve complaints is called .

procedure,justice

Service providers provide instrumental support to their staff by Blank______.

providing systems and equipment to do the job properly

One of the most important factors for adequate service recovery is for the provider to Blank______.

respond to the customer and resolve the problem quickly

Which two of the following are important considerations for place in the marketing of services?

A presence on the Internet

Drag each approach for achieving closure to the type of service gap it corresponds to.

Conduct research to better understand what customers want,Set appropriate service goals and measure service performance,Improve employee performance through support, incentives, and the use of technology,Be realistic in telling potential buyers about the services that can be provided and manage those customer expectations effectively

The most fundamental difference between services and goods is that services are Blank______.

intangible

How can a salesperson manage customer expectations regarding the delivery of a service?

Coordinate the order with those responsible for the delivery

What type of support is provided by retailers who feature in-store computer displays for their customer service employees?

InstrumentalÂ

A customer who is dissatisfied with a restaurant's service delivery and finds it to be quite different from what was promised in the advertising is very likely to do which of the following? (Choose every correct answer.)

Not return to the restaurant,Communicate the negative experience via the Internet,Communicate the negative experience via word of mouth

How do automated kiosks help service providers limit the problems associated with variability? (Choose every correct answer.)

They provide routine customer service in a consistent manner.,They free up employees to focus on more complicated service requests.,They automate store services such as gift registry management or rain checks.

Heterogeneity in service delivery at a restaurant can result from all of the following EXCEPT Blank______.

a manager who designs a specific way for all hostesses to accept reservations over the phone

Since service delivery is not always uniform, it is important for the provider to be sure to close the Blank______ gap and not promise more in their messages to buyers than they can deliver on a regular basis.

communications

The gap is the difference between a company's standards and the actual service it provides to customers.

delivery

One method to recover from a service delivery problem is to provide Blank______ fairness, by which customers perceive they are getting an equivalent return for the inconvenience they suffered when the service was not delivered as expected.

distributive

If a customer issues a complaint about poor service but is compensated in a way that he or she feels offsets the inconvenience of the service failure, the customer has received Blank______.

distributive fairness

An airline employee is able to make a decision at the moment of assigning a passenger a seat at the gate when it is obvious the flier is in a wheel chair. The firm has Blank______ the employee by allowing him to move the passenger to first-class seating.

empowered

Which of the following is most likely to lead to high levels of customer loyalty?

High customer satisfaction ratings

In its marketing, Singapore Airlines might present the airline's new seats and emphasize their size in order to address which issue that is unique to services?

Intangibility

Drag each example to the correct trait of services that affect price.

There is a queue on Friday and Saturday afternoons, but those time slots cannot be inventoried for when there is no demand.,It is difficult for the salon to convey the benefits of a new type of hand treatment.,On Fridays and Saturdays, the staff is different from the staff on weekdays, and the normal process is shortened from 55 to 45 minutes per customer.

Which of the following is NOT a method to reduce delivery gaps?

Threaten to terminate employees

Customer service is best represented by which of the following statements? Customer service Blank______.

adds to marketing efforts by helping to meet the customers' needs and wants

Service quality is defined as Blank______.

customers' perceptions of how well a service meets or exceeds their expectations

Customers' expectations of the type of service they will receive is primarily based on their knowledge and Blank______.

experiences

When many students are complaining about a problem at an online university, one of the best things the university can do to better serve its students is to Blank______.

honestly listen to students' complaints and use their messages to build a committed relationship

The primary reason there is greater heterogeneity in services than in products is because Blank______.

human inputs generate differences

A service provider offers many amenities that he believes the customer desires, but the delivered services are not what is expected by the customer. This is an example of a Blank______ gap.

knowledge

The marketing metric used to evaluate if a firm is performing on the five service quality dimensions by finding the minimum level of acceptable service is Blank______.

the Zone of Tolerance

The zone of tolerance refers to Blank______.

the area between customers' desired expectations and the minimum level of acceptable service

A systematic program that collects customer inputs and integrates them into managerial decisions is a(n) -of-customer program.

voice

McDonald's has a policy that, in addition to ketchup, mustard, and onions, all burgers must have two pickles. This contributes to efforts to reduce the Blank______ gap and provide measurable service quality based on expectations.

standards

A continuing dilemma for marketers of services is to understand buyers' , which means to understand in advance what they think will be delivered based on their previous experiences and knowledge.

expectations

When a hotel has a service delivery problem such as a broken air conditioning system on a very hot weekend, one critical element of service recovery is to Blank______.

find a solution that seems fair to all customers

Since humans' work output cannot be standardized to the same degree as the output of a machine, one substantial difference between the marketing of services and products is the Blank______ of service delivery.

heterogeneity

Three of the dermatologist's patients have very different skin problems. Because of the Blank______ of services, the doctor needs to customize each patient's diagnosis and treatment.

heterogeneity

In addition to providing service employees with emotional and instrumental support, management should offer the staff Blank______ that reward them for providing customers with good service.

incentives

Which of the following are potential sources of heterogeneity of service quality at a hair salon? (Choose every correct answer.)

The same hair stylist working at different times of the day, week, or month,Two different hair stylists working at the same location

Is providing rewards to employees for excellent services a key part of customer service program? Why or why not?

Yes, rewards reinforce behavior that encourages employees to continually give great service.

Effective service recovery for an airline when facing a problem, such as a huge snowstorm that shut downs all flights for three days, includes resolving the dilemmas quickly, responding fairly, and Blank______ customers and their complaints.

listening to

For the marketing manager to be able to deliver consistent quality service, it is imperative to set Blank______.

measurable goals that are based on customer expectations

First Local Bank customers have raised a number of complaints about the amount of time and effort it takes to receive certain services from the bank's tellers and customer service representatives. Which of the following is a method First Local Bank could use to give customers greater control over the bank's services?

Incorporate technology such as automated teller machines or online banking

A straightforward and inexpensive method that marketing managers can employ to collect information about buyers' service quality perceptions is to ask them at the point of sale. A problem with this method, however, is that Blank______.

customers are often reluctant to provide negative feedback to the employee who provided the service

One difference between products and services is demonstrated by a hair salon, where the stylist delivers the service at the same time the customer receives it. This is called Blank______.

inseparability

One of the basic ways in which services differ from products is that production and consumption are Blank______ from each other. Consequently, service providers often include options for the customer to become more involved in the production of the service, which usually results in greater customer satisfaction.

inseparable

A restaurant is facing a problem in service delivery on a night when there are twice as many customers dining as usual. An integral part of recovery of the service dilemma is to provide both distributive and procedural in resolving the delays in getting all customers served.

justice

One of the best ways for managers to reduce the Blank______ gap is to conduct ongoing research and regularly talk with employees to explain what customers expect to get from the brand and the firm.

knowledge

Buying a service such as a haircut, a medical treatment, or a lawyer's advice is perceived as more risky to the consumer, because of the service characteristic of Blank______ since the service cannot really be sampled in advance nor experienced without the provider.

inseparability

One of the characteristics that makes services different from product marketing is the fact there is tremendous Blank______ in delivery based on how the provider is performing the task at different times. The same waiter, for example, might provide excellent service one day, and the next day, when he is not feeling well, his delivered service might be terrible.

heterogeneity

Which of the following products or services is considered perishable in the sense that it cannot be stockpiled?

A dental exam

Which of the following are examples of problems associated with collecting customers' perceptions of service at the time of sale? (Choose every correct answer.)

Customers may need more time to accurately evaluate the service.,Information may not filter up to key decision makers.,Customers may not want to share negative feedback directly.

Mary went to the local supermarket, where she shopped regularly, to purchase her groceries for the week. Which of the following was a delivery gap that resulted in a service failure by the grocery store?

Mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register.

What does the Service-Product Continuum reveal about what businesses are able to provide to customers?

Most firms combine both goods and services in their offerings.

A golf course manager is concerned about the quality of service the staff is providing to guests and wants to implement some changes. What is the best way to ensure that employees buy into the plan?

Seek employee input when setting goals

Which of the following statements best describes services?

Services are actions or performances carried out for and with customers and typically involve a sequence of steps, actions and activities.

What is the purpose of the \management by walking around\" strategy? (Choose every correct answer.)"

To provide opportunities for managers to interact with customers directly,To have managers understand what their service providers face each day

Under normal conditions, the hotel never runs out of towels, but during Christmas vacation when the hotel is filled with families, there is a Blank______ gap and the hotel laundry cannot keep up with the linen usage.

delivery

Lilly went to the Yummy Fork for lunch, and when her food arrived, it was not what she ordered. She later posted a negative comment about the Yummy Fork on a blog. Which one of the five service dimensions was used by Lilly to determine she did not like the service by the Yummy Fork?

Reliability

A tire store finds that its business is heavily skewed to the weekend, and few customers arrive on Monday through Wednesday. Since rotating, balancing, and replacing tires is a service that cannot be stockpiled, one of the dilemmas facing the firm is Blank______.

balancing supply and demand

Which of the following is an example of tangible restitution?

A voucher for a free night in a hotel

Which of the following is an example of a high tech, high human effort service interaction?

A brain surgeon using a minuscule robot to make microscopic incisions

Empowerment of employees would be most important in which of the following service situations?

A bride is unhappy with the hair style the stylist has created on the morning of her wedding.

The marketing manager needs to communicate with customers and employees on an ongoing basis in order to understand buyers' expectations and to reduce the Blank______ gap.

knowledge

A grocery store is at the product-dominant side of the Service-Product Continuum since most items are selected self-service from the shelves; however, Blank______.

the firm can still view service as a viable competitive advantage

What are the benefits for service providers of using technology? (Choose every correct answer.)

It creates less heterogeneity than human service providers do.,It gives customers increased control over the service.,It offers customers access to a wider variety of services and information.

A cosmetics store has a list of service goals for its employees. One of the goals is to \give every customer as much attention as they need.\" What is the problem with this goal?"

It is neither specific nor measurable.

Services often are perceived as riskier purchases because the customer Blank______.

has less chance to sample the service before purchase and cannot return it after purchase