Chapter 4

Identify the categories into which service customers can be grouped when it comes to adopting technology services. (Check all that apply.)

Avoiders Skeptics Pioneers Explorers Hestitaters

In the context of surveys of business-to-business and business-to-consumer customers about their non-face-to-face service interactions, identify a true statement about customer loyalty.

Customer loyalty was based on decreasing the effort the customers expended to get their problems solved.

In the context of empathy as one of the organizational service quality dimensions, which of the following is true?

Customers desire to feel important to and understood by organizations serving them.

Identify the examples of remote service encounters. (Check all that apply.)

Customers interacting with a bank through an ATM system Customers using a mail-order service through automated touchtone phone ordering

Identify the factors on the basis of which the American Customer Satisfaction Index (ACSI) score is computed. (Check all that apply.)

Customers' perceptions of value and quality Customers' perceptions of expectations and satisfaction

True or false: In services, customer loyalty is independent of customer effort.

False

True or false: In the context of the themes that are the sources of customer satisfaction/dissatisfaction service industries, customers can remember service encounters as being very satisfying or very dissatisfying only when there is a special request or need or system failure.

False

True or false: Service industries that emphasize tangibles in their strategies include services in which customers receive the services while being away from service establishments.

False

In the context of the theme of adaptability as a source of customer satisfaction/dissatisfaction in service encounters, identify the true statements. (Check all that apply.)

Service encounter quality is judged in terms of the flexibility of a delivery system and that of employees Incidents categorized under this theme all contain an explicit or implicit customization request of a service to meet a need

Which of the following are true in the context of the theme of adaptability as a source of customer satisfaction/dissatisfaction in service encounters? (Check all that apply.)

Much of what customers perceive as special requests or needs may in reality be rather routine from employees' viewpoints Customers must perceive that something special is being done for them based on their individual requirements

Identify the high-emotion services where the effects of customer emotions on satisfaction are heightened. (Check all that apply.)

Services related to birth and death and illness Services associated with organizing a marriage ceremony

Match the dimensions of service quality identified through the pioneering research of Parsu Parasuraman, Valarie Zeithaml, and Leonard Berry (in the left column) with their descriptions (in the right column).

Reliability --> The ability to perform a promised service accurately and dependably Responsiveness --> The willingness to provide prompt service and help customers Assurance --> The courtesy and knowledge of employees and their ability to inspire confidence and trust Empathy --> The caring, individualized attention that customers receive Tangibles --> The appearance of physical facilities, personnel, equipment, and communication materials

Identify the dimensions of e-Service quality recognized by a study sponsored by the Marketing Science Institute that are critical for service recovery evaluation. (Check all that apply.)

Responsiveness Contact Compensation

In the context of factors that influence customer satisfaction, identify the true statements. (Check all that apply.)

Service customers make trade-offs among different service features depending on the criticality of a service Customers of service make trade-offs among different service features depending on the type of service being analyzed

In service industries, the behavior generally required of employees to handle problem customer interactions is known as ________.

coping

In service industries, an encounter that occurs between an employee and a customer in direct personal contact is called a ___________.

face-to-face encounter

A true statement about service quality in an organizational context is that ___________.

it focuses particularly on different dimensions of service

In the context of organizational service quality dimensions, a true statement about assurance is that __________.

it is specifically significant for services that are perceived by customers as high risk

In the context of the themes that are the sources of customer satisfaction/dissatisfaction in service industries, the response of employees to service delivery system failures is ______________.

recovery

In an organizational context, a customer's evaluation of a product or service in terms of whether that product or service has met the customer's needs and expectations is called ______________.

satisfaction

From customers' viewpoints, the most vivid impression of service occurs in the moment of truth, or ____________ ______________, when the customers interact with service firms.

service encounter

In the context of the themes that are the sources of customer satisfaction/dissatisfaction in service industries, unsolicited and unprompted actions of employees describe ____________.

spontaneity

In the context of customer interactions with service firms, identify the true statements. (Check all that apply.)

A mixture of negative and positive interactions makes customers unsure of a firm's quality Any service encounter can be important in determining customer loyalty and satisfaction Each individual service encounter is critical in creating a composite image of a firm in customers' minds

In the context of technology-based service encounters, identify a true statement.

A self-service technology's perceived convenience is a big motivator for customers in choosing a technology option.

Which of the following is true of customer interactions with service firms?

All service encounters are not equally important in building relationships

In the context of organizational quality dimensions, which of the following are true of responsiveness? (Check all that apply.)

An organization must view the process of the handling of requests and service delivery from customers' viewpoints to excel on the dimension of responsiveness It is communicated to customers by answers to questions, attention to problems, or the length of time they have to wait for assistance An organization needs approachable frontline people in all contact positions and well-staffed customer service departments to serve better

Identify the common themes that have been recognized as the sources of customer satisfaction/dissatisfaction in memorable service encounters. (Check all that apply.)

Coping Recovery after failure Adaptability Spontaneity

Match the dimensions of e-Service quality identified by a study sponsored by the Marketing Science Institute that are critical for core service evaluation (in the left column) with their descriptions (in the right column).

Efficiency --> The speed and ease of accessing and making use of a site Fulfillment --> The extent to which the promises made by a site about item availability and order delivery are kept System availability --> The error-free technical functioning of a site Privacy --> The degree to which a site protects information about customers and is safe

In an organizational context, identify the customer perceptions that are reflected by service quality. (Check all that apply.)

Empathy Tangibles Reliability Responsiveness and assurance

In the context of organizational service quality dimensions, which of the following is true of reliability?

It indicates that an organization delivers on its promises.

In an organizational context, identify the true statements about customer satisfaction. (Check all that apply.)

It is a significant indicator of national economic health according to some public policymakers It is an important indicator of well-being according to some public policymakers

Which of the following is true of satisfaction in an organizational context?

It is more inclusive than service quality

In the context of organizational service quality dimensions, identify a true statement about empathy.

Its essence is communicating to customers through personalized service that their needs are understood and that they are special and unique.

Identify the true statements about technology-mediated service encounters. (Check all that apply.)

The judgement of quality in these service encounters is different than in remote service encounters Efficiency in handling customer issues, employee knowledge, and tone of voice become important criteria for judging quality

Which of the following are true of tangibles in an organizational context? (Check all that apply.)

They are often used by service organizations to signal quality to customers, enhance their image, and provide continuity They provide images or physical representations of a service that will be used by customers to evaluate service quality

True or false: In an organizational context, assurance is specifically important for services of which customers are not confident of their ability to evaluate outcomes.

True

In an organizational context, which of the following influence customers satisfaction? (Check all that apply.)

Views of family members and coworkers Service and product features Perceptions of fairness or equity

In an organizational context, identify the circumstances under which responsiveness perceptions are diminished. (Check all that apply.)

When customers face difficulty in accessing an organization's website When customers have to deal with a complex voice mail system When customers need to wait to get through by telephone

In an organizational context, unlike cumulative customer perceptions, customer perceptions at a transaction-specific level ____________.

are vital for making immediate changes and diagnosing service issues

In an organizational context, the perceived causes of events are known as _______________.

attributions

In service industries, an encounter between an end-customer and a firm occurring over the telephone or via simultaneous texting, live chats, or other platforms that allow technology-based communications with a real person in real time is known as a(n) _____________-__________ ____________.

technology - mediated encounter.