MKT436 Chpt 2 Quiz

Hertz Car Rental has a customer loyalty program called Gold Plus Rewards that rewards members with one point per dollar spent on qualifying rentals. Free weekend rentals can be earned for as few as 500 points. By having a customer loyalty program, Hertz is using __________ marketing.

relationship

_______standards are operations standards set by a service firm to correspond to customer expectations.

Customer-driven

When customers complain to frontline employees choose not to forward the source of the complaints to management can cause a widening of

GAP 1 (listening gap)

The Provider gap that is the difference between customer expectations of service and company understanding of those expectations.

Gap 1 (The listening gap)

When a customer picks up a new prescription for a new medication but a pharmacist is unavailable to address concerns or answer questions from the customer, which gap is being most widened?

Gap 1 (The listening gap)

The New York Palace, an upscale hotel in New York City, synchronizes demand and hotel capacity by offering an attractively priced weekend package during the fall when demand for its rooms slows down. In addition to having a luxury-filled weekend at the New York Palace for $219 per night, guests enjoy very select privileges from Saks Fifth Avenue. Its weekend package provides a personal shopping coordinator, complimentary gift wrap and package delivery to the hotel, individual beauty consultation, and a 10 percent Saks discount. The New York Palace's weekend package closes provider ____ of the gaps model of service quality.

Gap 3 (The service performance gap)

Provider ____ is the difference between service delivery and the service provider's external communications.

Gap 4 (The communications gap)

To close the customer gap, the gaps model of service quality suggests that the ______ gaps need to be closed.

Provider

The sources of customer expectations are market-controlled factors such as

Sales promises

The central focus of the gaps model of service quality is the

difference between customer expectations and perceptions

The _____ gap is the difference between customer expectations and perceptions.

Customer

Customer _____ are the standards for performance against which service experiences are compared.

Expectations

Enterprise Rent-A-Car closely ties customer service to employee success. With a tracking system called the Enterprise Service Quality Index (ESQi), the company routinely follows up with customers by phone to determine their level of satisfaction with the company. Only completely satisfied customers count toward an employee ESQi score, which is used to measure employee's potential for promotion. Enterprise closes provider _____ by using marketing research.

Gap 1 (The listening gap)

The 25th Hour Inc. is a business that runs errands for people. Its employees have been called in to care for a toddler when her mother went into labor, to buying groceries for a mother who wanted to attend her child' soccer game, and to decorate for parties. If any customer is not completely happy with the service The 25th Hour provides, its employees are told to immediately refund the customer's money (less any expenses) as soon as the complaint is made known. This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality.

Gap 1 (The listening gap)

The Oaks at Ojai is an award-winning destination spa in California. Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas. Just before heading home, each guest is asked to complete a questionnaire and provide feedback about his or her experience. Questions are specific and management meets weekly to review and discuss the improvements suggested by guests. Each guest who completed a questionnaire receives a letter of thanks with a promise to follow up on any issues mentioned. By conducting research and focusing on customer relationships, The Oaks is closing provider ________ of the gaps model of service quality.

Gap 1 (The listening gap)

Home Design is a reasonably priced source for home decorating items like bronze bookends and silver candlesticks. Until its recent remodeling, customers who happened into the store were often disappointed because they expected the store to be a discount store. The front of the store had some masonry damage. Its parking lot needed repaving. Its store windows were stained and one was cracked. Now customers who enter the store expect to find unique decorating items because the outside of the store is so tastefully done. This change in servicescape was a way to narrow provider _____of the gaps model of service quality.

Gap 2 (The service design and standards gap)

The Oaks at Ojai is an award-winning destination spa in California. Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas. The owner and staff of The Oaks are committed to delivering the best service possible. Each employee is carefully selected and trained, every event happens with precision, guest questionnaires are thoroughly reviewed, and improvements suggested by guests are implemented. By having service standards that reflect what customers expect, The Oaks at Ojai is closing provider _________ of the gaps model of service quality.

Gap 2 (The service design and standards gap)

In India, weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2018, almost 200,000 couples in India had their wedding on April 18, the day astrologers announced would be the best day for a wedding. It is very likely that wedding planners in India have difficulty narrowing provider ______ of the gaps model of service quality due to their inability to match supply and demand.

Gap 3 (The service performance gap)

Provider _____ is the discrepancy between the development of customer-driven service standards and actual service performance by company employees.

Gap 3 (The service performance gap)

In order to get an accurate cholesterol reading, an individual must fast for at least eight hours before the test. When you schedule a cholesterol test at your doctor's office, you will receive a brochure that will explain the fasting and why it is so very necessary. Providing this sort of educational literature to patients is one way doctors try to narrow provider _____ of the gaps model of service quality.

None of these.

Service companies can close provider Gap 2 (The service design and standards gap) by doing all of the following EXCEPT

improving communication between the marketing and operations departments.

Service companies can close provider Gap 4 (The communications gap) by

improving communications between sales and operations departments.

Which of the following factors is NOT a factor leading to provider Gap 1 (The listening gap)?

over-promising

Which of the following is NOT a source of customer expectations?

target market

Traditionally, the service characteristic of inseparability usually meant providers and/or customers had to be physically present in an service encounter. Which has had the greatest impact on customer expectations and perception during Covid-19 when this was often not possible?

technology