Icore marketing services SB

In delivery of a service, one of the most important early steps is addressing the knowledge gap, or the ability to understand ______.

consumer expectations

For the marketing manager to be able to deliver consistent quality service, it is imperative to set ______.

measurable goals that are based on customer expectations

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

True

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

expectations

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

A dental exam

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

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

Lisa is a manager at a customer service call center for a footwear manufacturer. One of the customer service representatives, Mark, is upset because he just finished a call in which the customer berated him for the poor quality of a pair of shoes. Mark is worried that he may be punished for offering the customer a refund and a 20% discount on her next pair of shoes, but Lisa reassures him that he made the right decision and tells a few jokes to get his spirits up. What type of support has Lisa provided?

Emotional

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

False

Which of the following is most likely to lead to high levels of customer loyalty?

High customer satisfaction ratings

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?

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

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?

Reliability

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.

Service Gaps

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

Volatility

An important element of offering emotional support to employees is to ______ when they have been empowered to make decisions in dealing with the customer.

avoid punishing them

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

complaint

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 ______ support and commending her on how she handled the difficult passenger.

emotional

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 _____ the employee by allowing him to move the passenger to first-class seating. Multiple choice question.

empowered

In addition to providing service employees with emotional and instrumental support, management should offer the staff ______ that reward them for providing customers with good service. Multiple choice question.

incentives

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 ______.

inseparability

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.

inseparable

One of the best ways for managers to reduce the ______ gap is to conduct ongoing research and regularly talk with employees to explain what customers expect to get from the brand and the firm. Multiple choice question.

knowledge

The marketing manager needs to communicate with customers and employees on an ongoing basis in order to understand buyers' expectations and to reduce the ______ gap. Multiple choice question.

knowledge

One of the problems in using customer complaint behavior to assess buyers' service expectations is that ______.

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

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 ______.

perishability

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

provides support and incentives to motivate quality service

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

service

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 ______ gap and provide measurable service quality based on expectations. Multiple choice question.

standards

What are some common problems caused by the use of technology in a service setting? (Choose every correct answer.)

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

A business that experiences service delivery gaps can use which of the following methods to improve the quality of its service? (Check all that apply.)

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

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

- Intangibility - Perishability - Heterogeneity

What problem might occur if a grocery store decides to install self-checkout devices?

The technology will be too challenging for some customers.

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

Threaten to terminate employees

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

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

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.

communication

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 ______ gap. Multiple choice question.

communication

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 _______.

empowerment

Jane has realized that she does not enjoy taking a taxi to work because there is substantial ______ in the delivery of the service depending on who is driving her cab that day.

heterogeneity

The primary reason there is greater heterogeneity in services than in products is because ______. Multiple choice question.

human inputs generate differences

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

intangible