Ch13: The Intangible Porduct

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

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.)

Place

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

empowered

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.

complaint

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

service

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

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

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

provides support and incentives to motivate quality service

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

measurable goals that are based on customer expectations

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

communication

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.

incentives

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.

Presentation Personnel Process

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

Intangibility

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?

heterogeneity

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.

emotional

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. Multiple choice question.

Reliability

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? Multiple choice question.

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

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? Multiple choice question.

standards

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. Multiple choice question.

inseparability

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______.

inseparable

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.

Service Gaps

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.

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

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

perishability

One of the traits of service marketing is Blank______, meaning the service must be delivered at a specific time or it is lost.

recovery

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.

perishability

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______.

Blank 1: intangible or intagible

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

a process

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

Knowledge matches Choice Diners at a restaurant think the portions are too small, but the manager is unaware of this complaint. Standards matches Choice Management believes that customers in a restaurant think the service is very slow, however, management allows servers to stand around and chat. Delivery matches Choice 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. Communication matches Cho

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

intangible

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

human inputs generate differences

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

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

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______.

True

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

false

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

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

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

Presentation, personnel, and process

What are the three Ps that specifically address the greater complexities needed for providing services? Multiple choice question.

Blank 1: empowerment, empowering, empowered, empowers, or empower

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 .

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

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______.

Increased purchase intention Improved word of mouth

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

Volatility

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

Threaten to terminate employees

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

A presence on the Internet

Which of the following is an important consideration for place in the marketing of services?

.....

Which of the following is an important consideration for place in the marketing of services? Multiple choice question.

A dental exam

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

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

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

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

Which of the following statements best describes services? Multiple choice question.

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

Drag each definition to the corresponding dimension of service quality.

Perishable matches Choice There is a queue on Friday and Saturday afternoons, but those time slots cannot be inventoried for when there is no demand. Intangible matches Choice It is difficult for the salon to convey the benefits of a new type of hand treatment. Heterogeneous matches Choice 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.

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

Intangibility Heterogeneity Perishability

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