MKT CH 13 Practice Questions
One of the reasons service failures need to be addressed quickly is to
avoid negative word of mouth from upset customers
Marketers can take advantage of the variable nature of services by
customizing services to meet customers' needs
A __________ gap can be closed by getting employees to meet or exceed service standards.
delivery
Effective service recovery entails all of the following except
estimating the damage
Effective service recovery efforts can lead to all of the following except
increased dependence on technology to prevent future service failures
__________ represents the systems and equipment resources that service providers need to be able to close the delivery gap.
instrumental support
The old cliché "service with a smile" recognizes the fact that
service providers need to be pleasant even if the customer is not
Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call
service quality
Medical services, assisted living care, and active senior travel are all examples of
services an aging population will increase the demand for
In the marketing of services, empowerment means allowing employees to make decisions about how service is provided to customers.
true
Listening to the customer is the first step in service recovery.
true
Which of the following is not one of the five dimensions used by consumers to determine overall service quality?
acceptability
In countries like the United States, services
account for an increasing share of jobs.
The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence.
assurance
Using technology and __________ are two ways a delivery gap can be reduced in size.
empowering employees
The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.
false
Empowerment is when __________ are authorized to make decisions to help their customers and, as a result, service quality generally improves.
frontline employees
Along the service-product continuum, which of the following would be considered the most product dominant?
grocery store
Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over
how they communicate the services they promise
Because services are __________, it is often difficult for marketers to convey the benefits to consumers.
intangible
Colin has been directed by his boss to determine if the company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making evaluation of service quality difficult.
intangible
If a firm promises more than it can deliver,
it creates a communication gap
__________ fairness refers to the perceived fairness of the process with which a firm handles customer complaints.
procedural
By providing good customer service, firms __________ their products or services.
add value to
_________ means allowing employees to make decisions about how service is provided to customers.
empowerment
When marketers state that services are __________, they are referring to the fact that services are produced and consumed at the same time.
inseparable
Because services like airline flights and hotel beds are _________, many marketers attempt to match demand with supply using pricing strategies.
perishable
Students regularly seek out Professor Guillory to advise them. She has an exceptional manner, and students are confident in her and trust her advice. For these students, __________ is the most important of the five service quality dimensions.
assurance
A service is any intangible offering that involves a deed, performance, or effort that
cannot be physically possessed
Dopson's Hardware was in bad financial shape. It owed so much money that vendors put the store on a cash-only delivery basis. As a result, the store had a dwindling inventory of goods to sell. Whenever a customer asked about an unavailable item, the owner directed the sales staff to say that it was on backorder and would be in stock next week. When the customer returned, the item was still unavailable. The owner's policy created a(n) __________ gap.
communication
Firms can close a __________ gap by being more realistic about the services they can provide and managing customer expectations.
communication
If there is a difference between the actual service provided to customers and the service the firm has promoted, a __________ gap exists.
communication
Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the __________ gap associated with their service.
communication
The __________ gap can be reduced by managing consumers' expectations and promising only what can be delivered or possibly even a little less.
communication
When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a _______ gap.
communications
An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is
customer complaints
The Gaps Model is designed to highlight those areas where
customers believe they are getting less or poorer service than they should
A __________ gap is the difference between the firm's service standards and the service it provides to customers.
delivery
A(n) __________ gap exists when a firm knows what it needs to do to meet customers' service expectations, but sometimes fails to do it.
delivery
In services marketing, the saying "where the rubber meets the road" refers to whether or not a(n) __________ gap exists.
delivery
Saltdust Grill is known as the premier restaurant in town. With its elegant dining area, extensive wine list, and gourmet chef, residents and tourists flock to the restaurant. Recently, Trey took a large group to the Saltdust Grill and almost every diner sent their entrée back to the kitchen. The Saltdust Grill was experiencing a(n) __________ gap in service quality.
delivery
The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a ________ gap.
delivery
To meet or exceed customers' expectations, marketers must
determine what those expectations are
Randall arrived at the hotel to find that, although he had a guaranteed reservation, the hotel had no rooms available. He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates. Randall was upset because, in his opinion, the hotel's solution did not incorporate
distributive fairness
When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of
distributive fairness
Along the service-product continuum, which of the following would be considered the most service dominant?
doctor's office
Empowerment of employees helps address the delivery gap because
employees directly involved with the customer can respond effectively at the moment the problem occurs
When Dr. Horton checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for over 12 hours and was exhausted. His suit, which he needed for a speech that morning, looked like he had slept in it. Karen, the night clerk, offered to find a 24-hour dry cleaner and have the suit cleaned while Dr. Horton got a few hours of sleep. Karen's actions are an example of
empowerment of employees to meet customer's needs
All products and services are intangible.
false
In training service providers, service quality goals should be general to allow for the various needs of consumers.
false
Latosha was employee of the month at Jersey Mike's Subs, primarily because she provided excellent customer service by serving food quickly. This relates to the reliability service dimension.
false
Many services marketers use training and standardization to reduce service perishability.
false
Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.
false
The Gaps Model allows systematic examination of all aspects of the product creation process.
false
The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider.
false
Today, almost every sales rep can immediately check the company's inventory and production schedule electronically. This allows sales reps to sell what is available and make promises to customers that they can keep. This technology has improved service delivery through
greater ability to obtain information
Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store. The employees—when she could find them—rarely seemed to know where anything was outside of their own departments. But on her most recent visit, she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately. The store had found a technological solution to the services marketing issue of
heterogeneity
The old restaurant saying "You are only as good as the last meal served" reflects the fact that services are
heterogeneous
When marketers state that services are ____________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another.
heterogeneous
Because of __________, many companies have altered their "no questions asked" return policies to include time limits, "restocking" fees, and store-credit-only refunds.
high costs
Food preparation, lawn maintenance, and house cleaning services are all examples of
household maintenance activities that people increasingly pay others to perform
Sam was called in to meet with his boss, Tricia. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Tricia explained that he had handled the situation well, listening to the customer and finding a fair solution. Tricia commented, "Even more important, working the way you did to correct the error could result in __________."
increased customer purchases and positive word of mouth
Empowerment becomes more important when the service is
individualized
Sean moved to take a new job, and when he got sick he needed to find a doctor. He discovered during the visit that he didn't like the one he had chosen, and he knew he'd never go back to that doctor. From a marketing perspective, his situation highlights one of the key differences between products and services, known as
inseparability
Barnes & Noble bookstores have computers available for associates to use to search for books requested by customers and to place special orders. These computers are an example of
instrumental support
Rob was complaining to another member of the lawn crew, "I don't know how they expect me to do an adequate job. The mower doesn't work right, the trimmers are so dull they don't cut anything, and the rest of the equipment is so old we can't get parts." Rob's company lacks the __________ workers need to be able to do a good job.
instrumental support
When marketers say that services are __________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can.
intangible
A __________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations.
knowledge
David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a(n) ________ gap.
knowledge
Firms can close the __________ gap by matching customer expectations with actual service through use of marketing metrics.
knowledge
For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a __________ gap in services marketing.
knowledge
Jackson manages an upscale French restaurant in the Washington, DC, area. His restaurant offers a few specials each evening in addition to its regular menu. Jackson has trained his servers to report comments and requests for items that have previously been offered only as specials. Jackson uses this information to reduce the __________ gap in services marketing.
knowledge
When confronted with an angry and emotional customer, the best first step toward service recovery is to
listen carefully and with empathy until the customer feels he or she has been heard
Because customers have different needs and expectations, the key to distributive fairness in service recovery is to
listen to the customer
Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights. The first thing these employees should do is
listen to the customer
By changing a standard from "be nice to customers" to "greet every customer, and if possible by name," a services marketing manager has created a(n) __________ goal.
measurable
When marketers state that services are __________, they are referring to the fact that services cannot be stored for use in the future.
perishable
Yolanda manages a Best Sleep Inn along an interstate highway. She knows from experience that 5 to 10 last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Yolanda has empowered her staff to offer discounts when the motel is largely vacant and to quote the standard price when the motel is close to full. She knows her service is __________, meaning that if no one stays in the room, it generates no revenue that evening.
perishable
Because services like cruises and car rentals are perishable, many marketers use
pricing strategies to match supply with demand
One afternoon, the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer. Customers waiting in line and overhearing the different policies would probably feel that the store's handling of returns lacked
procedural fairness
Managers of fast-food restaurants struggle with a rapid turnover of personnel. Employee turnover rates of 100 to 200 percent annually are common. The work environment is difficult and customers can often be demanding. One of the first steps managers can take to help workers deliver quality service is to
provide emotional support and concern for their employees
After observing a customer verbally abuse a server, the first thing a manager can do to ensure quality service is to
provide emotional support to the server
Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by
providing support and incentives for their employees
Cheryl will let only Martiné cut her hair. She has tried other stylists, but she knows from experience that Martiné cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions.
reliability
The new hotel manager asked the chef, "Are you sure you know how to cook Beef Wellington?" Which of the service dimensions was the hotel manager expressing concern about?
reliability
The marketing of services differs from product marketing because services are all of these except
renewable
When choosing where to eat lunch, Veronica's major service criterion is speed: being seated promptly and served her meal quickly. For Veronica, __________ is the most important of the five service quality dimensions.
responsiveness
The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use __________ to overcome the problem of inseparability of services.
satisfaction guarantees
When the delivery of a service fails to meet customers' expectations, a __________ gap exists.
service
Kayla is the new manager of a resort hotel. She knows from reviewing customer complaints that service quality at the hotel is not consistently meeting customers' expectations, and she believes that the biggest problem is that her employees are not sure what is expected of them. To improve service quality, Kayla will
set specific, measurable goals based on customers' expectations
Which of the following is not a recommended strategy for service recovery?
silencing an irate customer before the individual makes any angry outburts
One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.
spendability
By setting appropriate service standards and measuring service performance, firms can attempt to close a __________ gap.
standards
If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set, a __________ gap exists.
standards
Training service providers to know exactly what a "good job" entails is setting service
standards
Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee?
standards gap
Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions.
tangible
Monique was looking for a venue for her wedding reception. When she visited one potential location, she noticed that the landscaping was not complete, and there was stained carpet in the lobby. Which of the service quality building blocks caused Monique to select an alternative venue?
tangible
Most customers want to achieve a fair solution following a service failure. Which of the following is not a factor that affects a person's perceptions of "fairness" in these kinds of situations?
the firm's policy on service recovery
The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service.
the zone of tolerance
Services marketing managers have learned that more employees will support a quality-oriented process if
they are involved in setting the goals
What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?
they are not specific
When corporate headquarters announced new service quality standards for pizza franchise owners, Roland knew he would have trouble gaining employees' support because
they were not involved in setting the goals
Many product-dominant firms use quality service
to maintain a sustainable competitive advantage.
A delivery gap always results in a service failure.
true
A delivery gap is the difference between the firm's service standards and the actual service it provides to customers.
true
Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.
true
Hilton Hotels trains its front desk employees to dress neatly and conservatively to project a professional image. This relates to the service dimension of tangibles.
true
One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.
true
Sometimes all that needs to be done to satisfy a customer complaint is to listen to the customer.
true
The communications gap can be reduced by managing customer expectations.
true
The distinct dimensions of service quality are reliability, responsiveness, assurance, empathy, and tangibles.
true
The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service.
true
When Buffalo Bank required all customers to use its online banking services, over 20 percent of its customers closed their accounts. In this scenario, Buffalo Bank's service fell outside customers' zone of tolerance.
true
When managers understand what their service providers are facing on a day-to-day basis by directly observing them and talking to customers, it is called "management by walking around."
true
A systematic ____________ program collects customer inputs and integrates them into managerial decisions.
voice-of-customer
Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services. Bank of America is using a(n) __________ program to improve service quality and service offerings.
voice-of-customer
Customers have a defined __________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.
zone of tolerance
Nicole knows her restaurant is understaffed today. She is hoping to get through the day without falling below her customers' __________, the difference between what her customers want and what they will accept before going elsewhere.
zone of tolerance
When Jaime arrived at her hotel room and saw that the bed sheets had not been changed from the last hotel guest and there were cockroaches in the bathroom, she chose to go elsewhere. An undone, bug-infested room was not in Jaime's __________, which is the difference between what she really wants and what she will accept before looking for another hotel.
zone of tolerance
When John checked into his Orlando hotel, the front desk clerk informed John that his room would not be ready for another 20 minutes. John didn't mind waiting; he had arrived well ahead of the standard check-in time and this wait time fell within his __________, the area between his expectations regarding desired service and the minimum level of service he will accept.
zone of tolerance
