Services MKTG Chapter 3

A customer's perceived service alternatives are a source of desired expectations.

False

A(n) _______ expectation occurs when customer expectations are driven by another person or group of people. a. Derived service b. Other-self c. Dyadic d. Service-vision e. Shared

a. Derived service

_______ service is the level of service the customer hopes to receive. a. Desired b. Adequate c. Functional d. Predictable e. Augmented

a. Desired

_______ service represents the minimum tolerable expectations, the bottom level of performance acceptable to the customer. a. Desired b. Adequate c. Functional d. Predictable e. Augmented

b. Adequate

If customers believe they have multiple service providers to choose from for a particular service, or if they can provide the service for themselves, their levels of adequate service are _________ those of customers who believe it is not possible to get better service elsewhere. a. Lower than b. Higher than c. More volatile then d. More stable than e. The same as

b. Higher than

Customer _______ are beliefs about service delivery that function as standards against which performance is judged. a. Attitudes b. Judgements c. Goals d. Expectations e. Perceptions

d. Expectations

Companies that ask customers about their service expectations raise the customers' levels of expectations.

False

Explicit service promises are defined as any nonpersonal, paid for communication between the customer and the seller.

False

Hurricanes and tornadoes that affect a large number of people are examples of personal situational factors.

False

Customers assess service performance on the basis of what they desire and what they deem acceptable.

True

Customers' adequate service levels are less stable than their desired levels.

True

Derived service expectations occur when customer expectations are driven by another person or group of people.

True

To develop a true customer franchise—immutable customer loyalty—companies must not only consistently exceed the adequate service level but also reach the desired service level.

True

If customers believe they have multiple service providers to choose from, or if they can provide the service for themselves, their levels of _____________ are higher than those of customers who believe it is not possible to get better service elsewhere. a. Adequate service b. Desired service c. Predicted service d. Ideal service e. Derived service

a. Adequate service

A human resources manager who is hiring a sales trainer to improve the company's sales close rate will be concerned whether the trainer will provide the needed tools and motivation to perform his or her job. The human resources manager wants the company's top management and its sales force managers to approve of his selection of trainer. This is an example of a(n) _____ expectation. A. Derived service B. Other-self C. Procured D. Service-vision E. Shared

a. Derived service

Hildy's children are giving her a weekend trip to a Lake Tahoe resort. Their expectations of the amenities and services the resort will provide are much higher because they are planning the trip for their mother's approval rather than for their own use. This is an example of a(n) _____ expectation. a. Derived service b. Other-self c. Dyadic d. Service-vision e. Shared

a. Derived service

Last week, Francine bought a 6-month membership package at Planet Fitness. She plans to exercise at Planet Fitness four days a week by participating in an aerobics class, using the nautilus equipment and having a personal trainer. By the time her 6-month membership expires, Francine hopes to lose 20 pounds, tone and strengthen her muscles, improve her cardiovascular fitness and look and feel more attractive. Francine's expectations for her health and physical appearance reflect her _________ level of service for Planet Fitness. a. Desired b. Adequate c. Transactional d. Predicted e. Ideal

a. Desired

Oakley Millwork is a supplier of products used in the construction industry. It has a published policy that if a customer places an order from its catalog and the product is not available for immediate delivery, the customer gets the item free. Oakley Millwork's policy is an example of a(n): A. Explicit service promise B. Word-of-mouth communication C. Situational factor D. Implicit service promise E. Service predicator

a. Explicit service promise

Which of the following statements about predicted service is true? A. If the consumer predicts good service, the level of adequate service is likely to be higher than if he or she predicted poor service B. Predicted service estimates the level of service for all future transactions C. With no more than three inputs, a consumer can determine the future predicted service of nearly all types of service providers on all occasions D. Predicted service is unaffected by situational factors or personal needs E. Predicted service is calculated by the service provider not the customer

a. If the consumer predicts good service, the level of adequate service is likely to be higher than if he or she predicted poor service

As a service dimension increases in importance, a customer's zone of tolerance _______ and his or her desired and adequate service levels _______. a. Narrows; increases b. Widens; increases c. Wides; decreases d. Narrows' decreases

a. Narrows; increase

When Joan woke up this morning, she felt terrible. She had a headache, sore throat and upset stomach. She called her doctor's office, explained her condition to the receptionist and asked if she could make an appointment to see the doctor as soon as possible that day since she was going on vacation tomorrow. Joan desired expectation to see her doctor the same day she became sick resulted from a(n): a. Personal need b. Personal service philosophy c. Derived service expectation d. Perceived service alternative e. Adequate service expectation

a. Personal need

States or conditions essential to the physical or psychological well-being of a customer that are pivotal factors that shape what customers desire in a service are known as _______. a. Personal needs b. Personal service philosophies c. Derived service expctations d. Perceived service alternatives e. Situational factors

a. Personal needs

One factor that influences adequate service is _____, the level of service that customers believe they are likely to get. A. Predicted service B. Forecasted intensity C. Evoked service D. Ego-oriented service E. The service paradigm

a. Predicted service

Which of the following is NOT a source of desired service and predicted service? a. Situational factors b. Explicit service promises c. Implicit serice promises d. Word-of-mouth communications e. Past experiences

a. Situational factors

Jamie desires a haircut that will look just as attractive when she awakens in the morning as it does when she is going out on a date. With the desired haircut, all she has to do to fix her hair is to shake her head. A haircut is adequate when it doesn't have any stray long hairs and it hides her cowlick. Jamie's recent haircut was in her _________ because while it didn't look great all the time, a quick brushing was all that was needed to fix it. a. Zone of tolerance b. Area of acceptability c. Area of impartiality d. Zone of endurance e. Zone of minimal variation

a. Zone of tolerance

Leonard has been commuting to New York City on the Long Island Railroad for 10 years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be 5 minutes late. Leonard's expectation that his train will be 5 minutes late reflects his _________ level of service for the Long Island Railroad. A. Desired B. Adequate C. Transactional D. Functional E. Available

b. Adequate

After his home was burglarized, Rich became concerned about the safety of his wife and three children since he often traveled out-of-town on business. To prevent further burglaries and ensure his family's safety, Rich decided to purchase a home security system from ADT Security Systems. Rich's expectation that an ADT home security system will protect his family and prevent future burglaries is influenced by his ____________. a. Social needs b. Derived service expectations c. Personal service philosophy d. Perceived service alternatives e. Adequate service expectations

b. Derived service expectations

Customers' tolerance zones vary for different service attributes or dimensions. The_______________ the factor, the __________ the zone of tolerance is likely to be. a. More important; wider b. More important; narrower c. Less importnat; wider d. Less important; narrower e. More important; less important

b. More important; narrower

The weekend cruise cost Jason Riggs $800 dollars. Before leaving on the cruise, Riggs told his neighbor, "With the money this trip is costing me, the food better be good and plentiful." What kind of expectations did Roux have? a. Minimum tolerable b. Normative c. Conventional d. Functional e. Ego-based

b. Normative

Steve, a baseball fan who regularly goes to games right after work, is thirsty and hungry by the time he gets to the ballpark. He hopes and desires that the food and drink vendors will visit his section of the stands frequently. Another fan, Bart, who regularly has dinner elsewhere before he attends games, has a lower level of desired service from the food and drink vendors at the ballpark. In this example, Steve and Bart have different ____________ that shape their desired level of service. A. Personal service philosophies B. Personal needs C. Predicted service levels D. Derived service expectations E. Adequate service expectations

b. Personal needs

An important influence in desired service expectations is _______, the customers's underlying generic attitude about the meaning of service and the proper conduct of service providers. a. Personal need b. Personal service philosophy c. Derived service expectations d. Perceived service alternative e. Situational attitude

b. Personal service philosophy

As a teenager, Louis spent his summers as a lifeguard. When he and his children went to swim at a public swimming pool, he noticed its lifeguards seemed to spend all of their time flirting with each other and not watching for swimmers in distress as Louis had been taught to do. Because of his __________, Louis had his children pack up their belongings and leave the pool. a. Augmented service expectation b. Personal service philosophy c. Derived service expectation d. Cultural service expectation e. Situational factors

b. Personal service philosophy

Lillie worked as a caterer when she was in college. She was highly critical of the caterer and its staff that her parents selected for their 50th anniversary party. Lillie's attitude about how a caterer should act reflects her: a. Augmented service expectation b. Personal service philosophy c. Derived service expectation d. Cultural service expectation e. Situational factos

b. Personal service philosophy

During the days following Superstorm Sandy, telephone and Internet service was poor across a wide area because so many people were trying to get in touch with friends and relatives. Customers of these services soon realized that they should not expect the level of service they were accustomed to prior to the storm. These customers were quite forgiving during this time because they recognized that service performance was being affected by: a. Predicted service b. Uncontrollable situational factors c. Personal situational factors d. Derived service expectations e. Implicit service promises

b. Uncontrollable situational factors

Johanna wants to learn self-defense and has signed up for a class at her local YMCA. She chose this particular class because her sister took it last year and told her it was a great class. While Johanna has never had a need to defend herself, everyone tells her it is a good idea to learn how. Johanna's service expectation for the class was shaped by: A. A social needs philosophy B. Word-of-mouth communication C. Explicit service promises D. Transitory need intensifiers E. Her ego-oriented definition of service

b. Word of mouth communication

Product and service features that are unexpected and surprisingly enjoyable are known as: a. Satisfiers b. Musts c. Delights d. Ego-oriented services e. Forecasted intensifiers

c. Delights

Tom Grantham, a U.S. citizen, decided to outsource the preparation of his personal income taxes to a company in India. After he emailed his earnings and scanned receipts, his tax return was completed in 2 days at a cost of $50 - about one-third of what a U.S. firm like H&R Block charges. However, he had to file his return as "self-prepared," since it was not prepared by a U.S. accountant. Using a foreign service provider may require customers to reset their: a. Attitudes b. Judgements c. Expectations d. Perceptions e. Performances

c. Expectations

The highest customer expectations are referred to as _______ expectations. a. Normative b. Acceptable c. Ideal d. Ego-satisfying e. Id-oriented

c. Ideal

_______ is the level of service that customers believe they are likely to get during an impending transaction or exchange. a. Adequate service b. Desired service c. Predicted service d. Forecasted intensity e. Personal service

c. Predicted service

When a customer chooses between a restaurant in a pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a(n) _____ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant. a. Explicit service promise b. Perceived service alternative c. Word of mouth communication d. Implicit service promise e. Marketing testimonial

d. Implicit service promise

Denise said all she expected from the day care at the gym she belonged to was to get her children back at the end of an hour and learn the police had not been called because of something they did. She uses this particular gym because the day care will let her unruly children stay even though it provides only the nominal supervision. Denise has _____ expectations about the day care. a. Desired b. Acceptable c. Conventional d. Minimum tolerable e. Experience-based

d. Minimum tolerable

The factors that influence adequate service expectations are _____ in nature and fluctuate _____ than the factors that influence desired service expectations. a. Long-term; less b. Long-term; more c. Short-term; less d. Short-term; more

d. Short-term; more

John's flight on United Airlines from Chicago to San Francisco departed 2 hours late because of a snowstorm in Chicago. The snowstorm that delayed John's flight is a(n): a. Personal situational factos b. Spontaneous negatives c. Predictable nuisances d. Uncontrollable situational factors e. Temporary personal need hindrances

d. Uncontrollable situational factor

Because they are viewed as _____________ by customers, natural disasters such as tornadoes or hurricanes may lower service expectations for services such as insurance, telephone, and the Internet. a. Personal situational factos b. Spontaneous negatives c. Predictable nuisances d. Uncontrollable situational factors e. Temporary personal need hindrances

d. Uncontrollable situational factors

Bettie's Boutique recently instituted a new policy for returns that states, "Happy returns. Any item, anywhere, anytime. It's that easy." Bettie's Boutique's return policy is an example of a(n): a. Marketing testimonial b. Implicit service promise c. Word of mouth communication d. Past experience influencer e. Explicit service promise

e. Explicit service promise

_______ are personal and nonpersonal statements about a service made by an organization to customers. a. Marketing testimonials b. Implicit service promises c. Word of mouth communications d. Past experiences influencers e. Explicit service promises

e. Explicit service promises

Instead of cooking dinner themselves, Jenna and her roommate Sheryl decided to order pizza and have it delivered to their apartment. Although Jenna and Sheryl usually order pizza from Pizza Hut, they had recently received coupons in the mail from two other neighborhood pizza restaurants, JoJi's Gourmet Pizza and Angelo's Pizzeria, for discounts on the purchase of two medium pizzas. JoJi's Gourmet Pizza and Angelo's Pizzeria are providing the roommates with: A. Personal need influences B. Situational factors C. Evoked service offerings D. Temporary service intensifiers E. Perceived service alternatives

e. Perceived service alternative

The extent to which customers recognize and are willing to accept variation in service performance is called the _______. a. Acceptable variation b. Extent of indifference c. Area of acceptability d. Area of impartiality e. Zone of tolerance

e. Zone of tolerance