IBM (Chapter 13 ConnectAssignment(Done!))

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

expectations

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.

fairness

In the provision of a service, there are several possibilities to mismatch the service and customer needs resulting in a service ____, in communications, delivery, standards, or knowledge.

gap

____ fairness refers to the manner in which customers want to be compensated a fair amount to correct a perceived loss that resulted from a service failure.

Distributive

Which of the following best illustrates a specific quality goal as set by the service standard? a. Address each shopper by name when delivering the purchased item and receipt. b. Identify buyers who appear to be confused or lost and approach them first. c. Be prompt in addressing each customer as they enter. d. Be sure each customer is satisfied with the service and leaves happy.

a. Address each shopper by name when delivering the purchased item and receipt.

Match each of the following marketing metrics used to measure customer service expectations with it explanation. Analyzes the unfulfilled needs of customers in regards to their perception of the performed service used to modify future performance a. Customer Complaint Behavior b. Point-of-Purchase Surveys c. Zone of Tolerance d. Voice of Customer program

a. Customer Complaint Behavior

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? a. Delaying the resolution of the problems until all managers at the agency can meet to agree on an approach b. Listening to the complaints and problems of the travelers c. Involving customers in the decision of how to procedurally correct the problems they encountered d. Involving customers in the decision of how to reimburse buyers for their time, energy, and money fairly

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

One of the most effective methods to assess how well a firm is delivering adequate service to consumers is to employ the ____ Model to evaluate their service provision. a. Gaps b. Services c. Knowledge d. Intangibility

a. Gaps

Match an attribute of service marketing with its corresponding definition. they cannot be touched, tasted, or seen a. Intangible b. Inseparable c. Variable d. Perishable

a. Intangible

Match the service gap with the corresponding way of achieving closure. Match customer expectations with actual service provided through research. a. Knowledge Gap b. Standards Gap c. Delivery Gap d. Communications Gap

a. Knowledge Gap

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? a. Mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register. b. Mary did not find a parking spot that was a close as she wanted to the store. c. Mary had trouble finding the coffee aisle because the signs were unclear. d. It took Mary a little longer to find what she needed since they recently remodeled the store.

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

Match each of the following traits of services with an examples of how that trait affects the delivery of the service in a manicurist's salon. There is a waiting line on Friday and Saturday afternoons but those time slots cannot be inventoried for there is no demand. a. Perishable b. Intangible c. Heterogeneous d. Inseparable

a. Perishable

Match each of the five dimensions of service quality with its definition. Ability to perform the service dependably and accurately a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles

a. Reliability

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? a. The star pin is a reward that reinforces the provision of excellent customer service, and makes the employee feel recognized. b. The star pin will help increase restaurant sales and will help Marissa make more tips, since it shows

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

Susan is looking to purchase a cruise to Alaska. In the search process, she discovers this purchase is different from purchasing an automobile, in that the cruise: a. cannot be easily separated from the service providers such as the stewards and crew b. is primarily tangible since the ship has cabins, excellent food, and recreational facilities c. is not perishable since she could reschedule the trip for a later date d. does not vary from cruise to cruise or across cabins due to the standards set for customer service by the line

a. cannot be easily separated from the service providers such as the stewards and crew

One method to recover from a service delivery problem is to provide ____ fairness by which customers perceived they are getting an equivalent return for the inconvenience they suffered when the service for which they paid was not delivered as expected. a. distributive b. pricing c. consumer d. procedural

a. distributive

Services often are perceived as riskier purchases because the customer: a. has less chance to sample the service before purchase and cannot return it after purchase b. cannot return the service if a discount is offered c. has less opportunity to buy several services at one time and cannot return them d. has to pay full price with no opportunity for discounts

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

When a dentist fills a cavity in a patient's tooth, there is the element of ____ that indicates the dentist should try to engage the patient in the process as much as possible since she must be present for the service. a. inseparability b. perishability c. intangibility d. heterogeneity e. expandability

a. inseparability

Because a service, either completely or partially, has qualities that cannot be touched, held, seen, tasted, or otherwise sensed, it is described as being: a. intangible b. heterogeneous c. volatile d. inseparable from the provider d. perishable

a. intangible

One of the best methods to ensure that guest at Hilton Hotels receive quality service is to: a. involve employees in goal setting b. involve competitors in goal setting c. involve guest in goal setting

a. involve employees in goal setting

The Gaps Model can be very useful to improve the delivery of services. Match each of the following gaps with an example of that gap. Diners at a restaurant think the portions are too small, but the manager is unaware of this complaint. a. knowledge b. standards c. delivery d. communication

a. knowledge

In the delivery of good service, employees usually take their cue from the attitude and actions of ____, who set policy and have the ability to influence the entire corporate posture on quality service performance. a. management b. other employees c. customers d. competitors

a. management

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 ____, which establishes policy and sets examples for the entire company. a. management b. customers c. competitors d. employees

a. management

An important element of offering emotional support to employees is to ____ when they have been empowered to make decisions in dealing with the customer. a. not punish them b. encourage the customer to be upset c. encourage the employee not to be supportive d. let them talk back to the customer

a. not punish them

The customer who is using the self-checkout: a. perceives he is being processed faster than through the traditional employee-assisted checkout b. is not really processed faster and it is more expensive for the customer c. costs the firm more money because buyers fail to accurately scan all items when doing the task themselves d. costs the firm more money because buyers make so many mistakes checking themselves out

a. perceives he is being processed faster than through the traditional employee-assisted checkout

One of the most difficult issues for service providers to deal with is that of ____. They cannot inventory or stockpile things like haircuts during slow times to "sell" later the facility is busy. a. perishability b. inseparability c. infinity d. intangibility

a. perishability

Despite having to deal with difficult guests, the service provider has to respond inoffensively and can be motivated to provide "service with a smile" when the firm: a. provides support and incentives to motivate quality service b. provides frequent training programs for employees c. establishes a policy for the firm that the customer is NOT always right d. does not deal with unruly customers and removes them from the service list

a. provides support and incentives to motivate quality service

The employees at the Ritz-Carlton are renowned for delivering good quality service to hotel guest. Their behavior is probably due to: a. seeing management treating customers well and following the behavior b. the threat of being fired if a guest complains c. the high wages paid to employees d. the fact that customers pay a lot of money and are very demanding

a. seeing management treating customers well and following the behavior

A customer's expectations might vary substantially for the same service provider based on the ____. a. situation b. the competitors the company has c. age of the company d. size of the company

a. situation

Involving employees in setting service performance goals can be very instructive in helping a firm reduce the ____ gap by increasing their input into systematizing the expected output. a. standards b. knowledge c. communications d. delivery

a. standards

Much more than when marketing products, service providers such as seaside hotels and restaurants have a dilemma of matching ____. a. supply and demand b. workloads and schedules c. employees and clients d. self-service buyers and the Internet

a. supply and demand

One factor that differs between products and services is heterogeneity, which can arise from all of the following sources at a hair salon EXCEPT: a. the standard price of $25 for men's cuts and $35 for women's cuts b. the cleanliness of the salon at different times of the day c. the service provided by the same hair stylist at different times of the day, week, or month d. the quality of haircuts provided by two different hair stylists

a. the standard price of $25 for men's cuts and $35 for women's cuts

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: a. undo "bad" service and often are unaware of the extent of the problem until the buyer complains b. change it since there are too many checks in the service industry to provide uniform service every day c. change it since there are too many checks in the service industry to provide uniform service to all customers

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

Empowerment of employees would be most important in which of the following service situations? a. A couple is taking a cruise to celebrate their fiftieth anniversary on a ship that carries 4,000 passengers weekly. b. A bridge in unhappy with the hair style the stylist has created on the morning of her wedding. c. A family is reticent to leave their Golden Retriever for neutering at their local veterinarian they have used for years. d. A patient is nervous about his laser eye surgery with a noted surgeon who has performing the procedure for nine years.

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

In which of the following situations is empowerment of front-line employees perhaps too difficult and costly to manage and not necessarily recommended? a. At a hotel where the bath tub in the room a floor above leaks causing a flood in the guest's room b. At a fast food restaurant drive-through where expediency is critical and activities are fairly routine. c. At an amusement park where a "Make-a-Wish" child has problems getting into the seat on a car on a very popular ride. d. At a pet-grooming parlor when a client brings in a dog that is very sick.

b. At a fast food restaurant drive-through where expediency is critical and activities are fairly routine.

Match an attribute of service marketing with its corresponding definition. production and consumption occur at the same time a. Intangible b. Inseparable c. Variable d. Perishable

b. Inseparable

Match each of the following traits of services with an examples of how that trait affects the delivery of the service in a manicurist's salon. It is difficult for the salon to convey the benefits of a new type of a new hand cleaning technique. a. Perishable b. Intangible c. Heterogeneous d. Inseparable

b. Intangible

One of the surprising effects of the Internet being used in the delivery of services in recent years has been ____ through the use of in-store kiosks. a. faster delivery of services b. reducing service heterogeneity c. increased costs d. increased employee knowledge e. reduced costs

b. reducing services heterogeneity

Mike is the manager of a sandwich shop. He received a complaint from a customer unhappy because it took too long to get the food when only one employee making sandwiches resulting in a long line. 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? a. Mike can analyze acceptable line length and wait time and use metrics to improve service. b. Mike is able to identify quicker service and he can schedule labor appropriately and set benchmarks. c. He can identify the employee working that day and punish him for providing unacceptable service to make sure the incident does not happen again. d. Mike reduce the spread of negative word-of-mouth by blaming the employee.

b. Mike is able to identify quicker service and he can schedule labor appropriately and set benchmarks.

Match each of the following marketing metrics used to measure customer service expectations with it explanation. Inexpensively collects customer's service perceptions in the process of exchange. a. Customer Complaint Behavior b. Point-of-Purchase Surveys c. Zone of Tolerance d. Voice of Customer program

b. Point-of-Purchase Surveys

Match each of the five dimensions of service quality with its definition. Willingness to help customers and provide prompt service a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles

b. Responsiveness

Match the service gap with the corresponding way of achieving closure. Set appropriate service levels for performance and measure service performance. a. Knowledge Gap b. Standards Gap c. Delivery Gap d. Communications Gap

b. Standard Gap

In which one of the following examples has the service provider worked to fairly successfully close the communication gap? a. Regal Hotels advertises the "Sweetest Night's Sleep" achievable away from home. b. Target store advertises no more than three people waiting in line or additional registers will be opened immediately. c. United Airlines advertises it is the most on-time airlines of the top five carriers. d. Dallas Fitness Center communicates that "you can lose ten pounds and get into shape in one week with us."

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

Which of the following is not a method to reduce delivery gaps? a. Empower employees b. Threat of termination of employees c. Use technology to minimize errors d. Provide support and incentives

b. Threat of termination of employees

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

b. True

True or false: When using zone of tolerance marketing metrics, the five scores assigned to service quality dimensions will always total 100 percent. a. False b. True

b. True

In addition to (1) empowering, (2) rewarding the service provider, and (3) offering instrumental support, service managers are advice to: a. remind the provider that the customer is always right b. be consistent and predictable in their support c. employ part-time providers so it is easier to fire them in the event of a problem d. support the customer publicly and the service provider privately e. outsource the hiring task

b. be consistent and predictable in their support

An effective method to assess customer service expectations is to analyze customer behavior in which management is told by buyers what dissatisfies them. a. exit b. complaint c. loyalty d. buying

b. complaint

A less expensive but also less rigorous method marketing manager can employ to collect information about buyers' service quality perceptions is to ask them at the point of the exchange. A problem with this method, however, is that: a. data collection interrupts the delivery of the service itself often resulting in a poorer evaluation b. customers are often reluctant to provide negative feedback to the employee who provided the service c. customers rate the service based on the specifics of the situation and there is little ability to generalize across different buying situations d. it is usually out of date by the time it is collected and processed

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

Since humans' work output cannot be standardized to the same degree as the output of a machine, one substantial difference between the marketing of service and products is the ____ of service delivery. For example, a restaurant is dependent on different chefs, servers, customers, and conditions within the restaurant that alter the uniformity of the output. a. profitability b. heterogeneity c. similarity d. uniformity

b. heterogeneity

The primary reason there is greater heterogeneity in services than in products is because: a. of the increasing of technology in delivering services b. human inputs generate differences c. cost inequities generate differences d. of unknown outcomes on the buyer's part

b. human inputs generate differences

One of the basic ways in which services differ from products is that production and consumption are ____ 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. a. intangible b. inseparable c. infinite d. perishable

b. inseparable

Identify which two of the following are fundamental differences involved in services as differentiated from goods: (select all that apply) a. cheaper b. intangible c. inseparable d. homogeneous

b. intangible c. inseparable

Customers' expectations of the type of service they will receive is primarily based on their ____. a. future purchases b. knowledge and experiences c. friends' purchases d. consumer research

b. knowledge and experiences

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 ____ him. a. reward b. listen to c. serve him faster d. reduce the price for

b. listen to

Previously retailers offered no-questions-asked returns but have change policies in recent years due to customers who took advantage of the policy. Since most buyers appreciate ____ some electronics stores have instituted a restocking fee. a. distributive fairness b. procedural fairness c. empathetic listening d. responsive urgency

b. procedural fairness

One of the gaps customers experience is a ____ gap, when quality is unreliable because there are no predictable guidelines or benchmarks systematically established by the service provider's management. Consequently, the service employee does not know how to provide the service effectively. a. delivery b. standards c. communication d. knowledge

b. standards

The Gaps Model can be very useful to improve the delivery of services. Match each of the following gaps with an example of that gap. Management believes that customers in a restaurant think the service is very slow, however, management allows servers to stand around and chat. a. knowledge b. standards c. delivery d. communication

b. standards

One of the aspects of service provision in recent years that has dramatically changed the delivery of services and improved consistency and efficiency is the use of: a. the use of credit b. technology c. employee reward d. bonuses e. employee punishment

b. technology

The zone of tolerance refers to: a. the perceived area between different competitors' service offerings on which customers based evaluations of the five service quality dimensions b. the area between customers' desired expectations and the minimum level of acceptable service c. the area that encompasses the service quality dimensions that are perceived to be less valuable to the customer d. the variance in price that customers are willing to accept

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

When there is a service failure, customers like an apology but they also want distributive fairness. In other words, they want: a. to be able to demand their own solution to the problem b. to receive tangible restitution c. to be able to complain and relate their emotional distress d. to feel respected as a customer

b. to receive tangible restitution

Match each of the five dimensions of service quality with its definition. Knowledge and courtesy by employees and their ability to convey trust and confidence a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles

c. Assurance

Which of the following situations best evidence how a firm can offer employees emotional support and stand behind the employees' actions? a. At a picture framing store, employees are told to ignore unruly, dissatisfied customers and wait on other first. b. At the return desk at a large home repair store, employees are taught not to accept any item that is no longer in an unopened package. c. At a copy center, part-time employees are encourage to turn over any unhappy customer to the supervisor immediately d. At a dry cleaning store, employees are told to charge unhappy customers but to enter their name on a "Black List" of clients.

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

Match the service gap with the corresponding way of achieving closure. Get employees to meet or exceed service standards. a. Knowledge Gap b. Standards Gap c. Delivery Gap d. Communications Gap

c. Delivery Gap

Match each of the following traits of services with an examples of how that trait affects the delivery of the service in a manicurist's salon. On Fridays and Saturdays, the staff is different and the normal process is shortened from 55 to 45 minutes per customer. a. Perishable b. Intangible c. Heterogeneous d. Inseparable

c. Heterogeneous

Susie decided to try a weight loss program by Extreme Fit Foods that promise 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? a. It needed to perform the CREST method before letting her cancel the membership. b. It needed to provide more support systems for their customer to meet weight loss goals. c. It needs to communicate accurate results information to meet customers' expectations. d. It did nothing wrong; Susie most likely did not following the guidelines.

c. It needs to communicate accurate results information to meet customer's expectations.

Match an attribute of service marketing with its corresponding definition. due to the human element it tends to deviate from use to use a. Intangible b. Inseparable c. Variable d. Perishable

c. Variable

Is providing rewards to employees for excellent services a key part of customer service program? Why or why not? a. No, rewards make the provider perform only in order to get the reward and do not really encourage employees to provide good continuous service b. No, employees should provide excellent service regardless of rewards. Employers are already paying for them to provide services. c. Yes, reward reinforce behavior that encourages employees to continually give great service. d. Yes, but it depends on whether or not the company culture calls for employees to receive rewards.

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

Match each of the following marketing metrics used to measure customer service expectations with it explanation. Creates the area between the desired and minimum standard of acceptable service based on five service dimensions. a. Customer Complaint Behavior b. Point-of-Purchase Surveys c. Zone of Tolerance d. Voice of Customer program

c. Zone of Tolerance

Variability in service delivery at a restaurant can result from all of the following EXCEPT: a. each server performing the service in his or her own particular way b. a mix inexperienced and experienced servers c. a manager who designs a specific way for all hostesses to accept reservations over the phone d. a server who is usually efficient but sometimes comes to work distracted and in a bad mood

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

The use of technology in delivering services is beneficial in all of the following ways EXCEPT: a. lower costs and higher profitability to the firm b. providing a competitive advantage over other service providers c. a more focused, narrow array of services d. more control over the process in the hands of the buyer e. greater information imparted to consumers

c. a more focused, narrow array of services

Customer service is best represented by which of the following statements? Customer service ____. a. mandates that all customers needs are met b. ensures that customers become lifelong customers c. adds to marketing efforts to meet buyer's needs and wants d. defines the task of marketing an intangible or primarily intangible item.

c. adds to marketing efforts to meet buyer's needs and wants

A customer of a restaurant who is dissatisfied with the firm's service delivery and finds it to be quite different from what was promised in the advertising is very likely to do all of the following EXCEPT: a. communicate negative word-of-mouth to his friends and family b. communicate negative word-of-mouth via the Internet c. become a loyal patron d. not return to the restaurant

c. become a loyal patron

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 ____. a. standards gap b. knowledge gap c. communication gap d. delivery gap

c. communication gap

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 ____ gap and very unhappy. a. perishability b. standards c. communications d. knowledge e. delivery

c. communications

Service quality is defined as: a. customer expectations for the service b. manager's perception of how well a service matches the standards it was designed to meet c. customers' perceptions of how well a service meets or exceeds their expectations d. the ways in which a service communicates its value despite its intangibility

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

The Gaps Model can be very useful to improve the delivery of services. Match each of the following gaps with an example of that gap. 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. knowledge b. standards c. delivery d. communication

c. delivery

Under normal conditions, the hotel never runs out of towels, but during Christmas vacation when the hotel is filled with families, there is a ____ gap and the hotel laundry cannot keep up with the linen usage. a. communication b. standards c. delivery d. knowledge

c. delivery

Three of the dermatologist's patients have very different skin problems. Because of the ____ of services, the doctor needs to customize each patient's diagnosis and treatment. a. inseparability b. perishability c. heterogeneity d. intangibility

c. heterogeneity

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 ____ element of their service and image to users. a. perishable b. heterogeneous c. intangible d. inseparable

c. intangible

Ethical guidelines for advertising by service firms (such as law firms) are important because: a. lawyers have too many cases to handle and cannot allocate adequate time to some b. legal services are expensive c. it is difficult to separate the provider from the service and lawyers have the potential to abuse the buyer d. services cannot be stored and legal activities are unevenly spread across the year

c. it is difficult to separate the provider from the service and lawyers have the potential to abuse the buyer

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 ____ gap. a. communication b. delivery c. knowledge d. standards

c. knowledge

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 ____ customer and their complaints. a. evaluating the severity of b. evaluating the honesty of c. listening to d. ignoring

c. listening to

To reduce the uncertainty of the intangible nature of services, a medical provider will often: a. standardize the service as much as possible by using increasingly fewer employees and more automated services and measurements b. increase the price to convey an aura of quality to reduce buyers anxiety c. offer cues to customers such as comfortable waiting rooms and sparkling examination rooms with their diplomas on the wall d. reduce the price services offered through special promotions and deals to reduce buyers' anxiety

c. offer cues to customers such as comfortable waiting rooms and sparkling examinations rooms with their diplomas on the wall

After waiting in line over two hours to experience a new ride at an amusement park, the ride breaks down and guest learn it will down for four hours. If everyone waiting is given a "rain check" with the sequential order of their location in the line enabling them to return in four hours and re-queue in order, most guests will be satisfied, as they are experiencing: a. response fairness b. distributive fairness c. procedural fairness d. the right to be heard

c. procedural fairness

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 to close the ____ gap.

communications

Match the service gap with the corresponding way of achieving closure. Be realistic in telling potential buyers about the services that can be provided and manage those customer expectations effectively. a. Knowledge Gap b. Standards Gap c. Delivery Gap d. Communications Gap

d. Communication Gap

Match each of the five dimensions of service quality with its definition. Caring, individualized attention provided to customers a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles

d. Empathy

Match each of the following traits of services with an examples of how that trait affects the delivery of the service in a manicurist's salon. Customers tend to get upset when their favorite manicurist is not working. a. Perishable b. Intangible c. Heterogeneous d. Inseparable

d. Inseparable

Match an attribute of service marketing with its corresponding definition. they cannot be stored for later use a. Intangible b. Inseparable c. Variable d. Perishable

d. Perishable

Which of the following is NOT a method by which managers can provide rewards and incentives to employees? a. Recognizing them in company newsletters. b. Designating an employee of the month parking spot. c. Providing bonuses based on performance. d. Providing technology and instrumental support at the facility.

d. Providing technology and instrumental support at the facility.

Lilly went to the Yummy Fork for lunch, and her food arrived in a timely manner and was hot and tasty. However, the server took a long time to bring her check, which caused her to be late to work. She later posted a negative comment about the Yummy Fork on a blog. Which one of the five service dimensions was used by Lily to determine she did not like the service by the Yummy Fork? a. Assurance b. Reliability c. Empathy d. Responsiveness e. Intangibility

d. Responsiveness

Match each of the following marketing metrics used to measure customer service expectations with it explanation. Systematically collects customer inputs and integrates them into managerial decisions. a. Customer Complaint Behavior b. Point-of-Purchase Surveys c. Zone of Tolerance d. Voice of Customer program

d. Voice of Customer program

One of the side benefits of listening to customers' complaints is: a. the service provider need not resolved the problem immediately and saves money b. the service provider need not resolve the problem immediately and buys more time to deal with the issue c. it is costly but provides real data d. airing the complaint can be very therapeutic for the buyer e. the customer will forget the complaint and move

d. airing the complaint can be very therapeutic for the buyer

When a service delivery fails, customers need to be told ____ in order to reduce buyer's irritation and dissatisfaction and reduce the perceived time for resolution. a. customers' issues will always be resolved in the order in which they occur b. that the problem will be resolved in due time c. that the most serious problems will be resolved first d. approximately how long it will take the firm to resolve the issue

d. approximately how long it will take the firm to resolve the issue

The Gaps Model can be very useful to improve the delivery of services. Match each of the following gaps with an example of that gap. A restaurant advertises they are open for breakfast, but when guest arrive on Sunday morning, there is a sign on the door indicating they only open for brunch at 11:00. a. knowledge b. standards c. delivery d. communication

d. communication

One of the distinct advantages of heterogeneity of services is that the provider to ____ the service and not deliver a standardized, cookie-cutter approach uniformly to every buyer. a. individually design and price b. invent c. profit from d. customize

d. customize

A tool that is increasingly used by service providers to minimize the variance between those who deliver the service is to employ ____. a. the same individual to provide the service to everyone b. standardized results such as everyone receiving the same promotional message c. stockpiling and inventorying services during slow periods d. machines such ATMs and service kiosks

d. machines such ATMs and service kiosks

One of the problems in using customer complaint behavior to assess buyer's service expectations is that: a. managers usually do not respond to customer complaints so there is no record of the information b. it is very costly to collect and process given the value of the information c. it is extremely time consuming and is essentially dated by the time it is processed d. managers often are more concerned with resolving the complaint than analyzing the essence of the problem.

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

All of the following are ways in which service providers present instrumental support to their staff EXCEPT: a. technology that enables service staff to identify availability b. state-of-the-art devices that simplify and accelerate the delivery process c. in-store kiosks with Internet links d. online competition training manuals e. technology that enables service staff to determine pricing

d. online competition training manuals

While no service provider hopes for a situation of poor service, it can be converted into a situation of building positive interaction and buyer loyalty. The key is to deliver sound, swift, service ____ that resolves the problem and shows the buyer that the firm is listening to the complaint and working to find a fair solution. a. fairness b. repositioning c. efficiency d. recovery

d. recovery

When the hotel manager thinks that the cleanliness of the bathrooms are not what customers desire for a four-star hotel and does not change the cleaning policy, there is a ____ gap. a. knowledge b. communication c. deliver d. standards

d. standards

A tire store finds that its business is heavily skewed to the weekend and they have less than 15% of customers on Monday through Wednesday. Since rotating, rebalancing, and replacing tires is a service, one of the dilemmas facing the firm is that they cannot ____ the service for the weekend. a. predict b. overcharge for c. profit from d. stockpile

d. stockpile

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: a. the Gaps model b. employee surveys c. a Voice-of-Customer Program d. the Zone of Tolerance e. empowerment

d. the Zone of Tolerance

A grocery store is at the product-dominant side of the Service-Product continuum since most items are selected self-service from the shelves therefore a. the store will have to spend more on advertising than a pure service firm would spend. b. the firm has greater profitability than a purely service activity at the other end of the continuum. c. the firm does not need to provide customer service. d. the firm can still view service as a viable competitive advantage.

d. the firm can still view service as a viable competitive advantage.

A customer with a complaint about the way in which a washing machine repair was made will be become increasingly more annoyed with the service provider: a. the greater the price of the repair b. the greater the price of the washing machine and the repair c. the greater the price of the washing machine d. the longer it takes to get an answer from the firm

d. the longer it takes to get an answer from the firm

Procedural fairness is defined as: a. the firm being willing to listen to all customers' complaints b. allowing each customer to define his own resolution to the problem c. the customers' perception of the benefits they received compared to the costs and wish to be compensated for a service failure d. the perceived fairness of the process used to solve complaints and the desire for customers to have efficient and equivalent complaint procedures

d. the perceived fairness of the process used to solve complaints and the desire for customers to have efficient and equivalent complaint procedures

One of the characteristics of services that makes them different from product marketing is the fact there is tremendous ____ in delivery based on how the provider is performing the task at different times. The same waiter, for examples, might provide excellent service one day, and the next day, when he is not feeling well, his delivered service might be terrible. a. unpredictability b. perishability c. tangibility d. variance

d. variance

In the process of recovering from poor service delivery in a salon, the providers are advised to apply all of the following tactics EXCEPT: a. listen to the customer's complaint and track it along with other problems customer report b. find a fair solution that the customer feels is worth the time, energy, and cost spend on the unsatisfactory service c. find a reasonable solution that involves the customer in the outcome decision d. wait a while to resolve the issue since customer are often very emotional and need to cool down first

d. wait a while to resolve the issues since customers are often very emotional and need to cool down first

Match each of the five dimensions of service quality with its definition. Appearances of physical facilities, equipment, personnel, and communication materials a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles

e. Tangibles

When a firm such as Ruth's Chris Steak House tells servers to "use your judgment" in serving a customer who is not satisfied with his $40 steak, it is allowing the server to make decisions at the point of delivery. This is called ____.

empowerment

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

incentives

Claire's accessory stores sell many girls their first pair of earrings along with the process of piercing their ears. The store tries to create an entire experience for the event, and both the customer and the store employee are integral to the process. Claire relies on the service attribute of ____ as an opportunity to involve the customer and increase perceived value. a. perishability b. assurance c. empathy d. heterogeneity e. inserparability

inseparability

One of the biggest differences between marketing a service and a product is the ____ of services. The consumer can see and touch a product such as a laptop computer, but cannot touch the financing program s/he purchased in order to acquire the laptop.

intangibility

Bill's father is going to have major heart surgery. The uncertainty the family is feeling is in part due to health care services being ____. The patient and his family are not able to precisely measure the quality of his care and treatment.

intangible

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

knowledge

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

research

McDonald's has a policy that a drive-through customer will receive his order within 1 minute of paying for the order. This contributes to efforts to reduce the ____ gap and provide measurable service quality based on expectations.

standards

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

voice