M370 Practice Quiz 5: Services Marketing

Park Memorial Hospital uses patient questionnaires to determine that the bedside manner of each of its doctors on staff meets patient needs, thus monitoring the ________ dimension of service quality. a. empathy b. tangibles c. reliability d. assurance e. responsiveness

a. emapthy

Park Memorial Hospital uses patient questionnaires to determine that the bedside manner of each of its doctors on staff meets patient needs, thus monitoring the ________ dimension of service quality. a. empathy b. tangibles c. reliability d. assurance e. responsiveness

a. empathy

The five distinct service dimensions that customers use to evaluate how well a service meets or exceeds their expectations include reliability, responsiveness, assurance, tangibles, and a. empathy b. ethics c. sympathy d. friendliness e. courtesy

a. empathy

Service providers require the systems and equipment to deliver the service properly. This is known as a. instrumental support b. procedural support c. emotional support d. assurance e. distributive fairness

a. instrumental support

If George expects his hotel room to be ready when he arrives, but encounters a wait because the room is not ready, this reflects a(n) ________ gap on the part of the hotel because it did not understand the customer's expectations. a. knowledge b. standards c. delivery d. communication e. ethical

a. knowledge

Eduardo's Restaurant maintains its five-star rating by focusing on all aspects of service quality. When employees are trained to always greet the customers, accurately answer questions about the menu, and give a realistic wait time, what service characteristic is the restaurant focusing on? a. reliability b. responsiveness c. assurance d. tangibles e. empathy

a. reliability

________ is a customer's perception of how well a service meets or exceeds his or her expectations. a. service quality b. product quality c. cognitive dissonance d. zone of tolerance e. assurance

a. service quality

Bank tellers have been replaced by ATMs, which provide consistent levels of service and are never late, sick, or in a bad mood, thus overcoming the ________ nature of services. a. inseparable b. heterogeneous c. perishable d. intangible e. unexaminable

b. heterogeneous

In a service recovery situation, the extent to which a customer perceives the benefits of the "solution" compared to the costs of the inconvenience associated with the service failure will determine t a. level of assurance b. level of distributive fairness c. level of procedural fairness d. zone of tolerance e. communication gap

b. level of distributive fairness

In a service recovery situation, the extent to which a customer perceives the benefits of the "solution" compared to the costs of the inconvenience associated with the service failure will determine the a. level of assurance b. level of distributive fairness c. level of procedural fairness d. zone of tolerance e. communication gap

b. level of distributive fairness

If firms can set appropriate service criteria, train employees to meet and exceed those criteria, and measure service performance, they generally can close the ________ gap. a. knowledge b. standards c. delivery d. communication e. ethical

b. standards

Which term represents the most fundamental difference between a product and a service? a. heterogeneity b. tangibility c. perishability d. serviceability e. inseparability

b. tangibility

An ongoing marketing research system that assesses how well companies are meeting their customers' expectations by collecting customer inputs and integrating them into managerial decisions is called a ________ program. a. zone of tolerance b. voice-of-customer c. instrumental support d. standards gap e. distributive fairness

b. voice-of-customer

When firms ask a series of questions about each service quality dimension that relate to customers' perceptions of how well the focal service performs and how well a competitive service performs, from low to high, they are defining the a. voice-of-the-consumer b. zone of tolerance c. dimensions of service quality d . standards gap e. service recovery

b. zone of tolerance

Medical professionals often hang framed copies of their educational accomplishments in order to convey their competence in their field, thus addressing the ________ dimension of service quality. a. reliability b. responsiveness c. assurance d. empathy e. tangibles

c. assurance

Medical professionals often hang framed copies of their educational accomplishments in order to convey their competence in their field, thus addressing the ________ dimension of service quality. a. reliability b. responsiveness c. assurance d. empathy e. tangibles

c. assurances

________ means allowing employees to make decisions about how service gets provided to customers. a. reliability b. the zone of tolerance c. empowerment d. the zone of assurance e. empathy

c. empowerment

The Service Gaps Model is designed as a diagnostic tool to highlight specific areas where a. marketers deliver better quality service compared to the physical goods they sell b. manufacturers are cutting costs on product quality c. marketers are falling short in their service delivery d. marketers can take advantage of unsuspecting customers e. there is a gap in product quality compared to service quality

c. marketers are falling short in their service delivery

Services are ________ in that they cannot be stored for use in the future. a. variable b. intangible c. perishable d. immutable e. inseparable

c. perishable

Customers tend to believe they have been treated fairly if the service providers follow specific company guidelines. This pertains to a. customer service b. distributive fairness c. procedural fairness d. the zone of tolerance e. the standards gap

c. procedural fairness

The best way for a firm to close the knowledge gap is to a. be more realistic about the services it can provide and at the same time manage customer expectations effectively. b. empower service providers, provide support and incentives, and use technology. c. understand customer expectations d. set appropriate service criteria, train employees to meet and exceed those criteria, and measure service performance. e. advertise more frequently

c. understand customer expectations

When Lei and Harold planned their tenth wedding anniversary weekend at a ski resort, they discovered that the price advertised was not available during the weekend and that a three-day minimum stay was required. This scenario reflects a(n) _______ gap between Lei and Harold, and the ski resort. a. knowledge b. standards c. delivery d. communication e. ethical

d. communication

Service providers must offer cues to help their customers experience and perceive their service more positively because the service is a. inseparable b. heterogeneous c. perishable d. intangible e. unexamimable

d. intangible

Service providers must offer cues to help their customers experience and perceive their service more positively because the service is a. inseparable b. heterogeneous c. perishable d. intangible e. unexaminable

d. intangible

The key to distributive fairness is a. charging low prices b. hiring experienced workers c. never having a service failure d. listening carefully to the customer e. training customer service employees

d. listening carefully to the customer

When Taran undertakes a postpurchase evaluation regarding the haircut she received and decides she is satisfied, this will most likely lead to a. ambivalance b. dissonance c. tolerance d. loyalty e. distributive fairness

d. loyalty

What does it mean when a firm's performance on one of the dimensions of service quality is above the highest point in the zone of tolerance? a. the firm is overcharging for its offerings b. the firm has achieved its highest level of profitability c. the firm has the opportunity to reach new customer segments d. the firm has exceeded customer expectations on that dimension e. the firm has fallen short of meeting customer expectations on that dimension

d. the firm has exceeded customer expectations on that dimension

Shoe Emporium focuses on all aspects of service quality. The corporate office conveys trust by empowering its employees. If a customer is unhappy with a purchase, the employees are given discretionary resources to rectify the problem. Which service characteristic is the shoe store focusing on? a. responsiveness b. empathy c. tangibles d. reliability e. assurance

e. assurance

The concept of services being ________ is highlighted in the fact that a hairstylist can positively impact the overall customer experience by having a friendly, attentive attitude. a. heterogeneous b. intangible c. perishable d. immutable e. inseparable

e. inseparable

Demand for movie tickets is high on weekends and holidays. To compensate for low ticket sales during the week, some movie theaters offer discounted tickets to stimulate weekday demand. This is an example of the ________ nature of services. a. variable b. intangible c. inseparable d. immutable e. perishable

e. perishable

Hilton Hotels has a customer relationship management system whereby the preferences of regular customers are tracked and used to anticipate customer desires and special requests, which helps facilitate the registration process. This corresponds to which component of service quality? a. empathy b. tangibles c. reliability d. assurance e. responsiveness

e. responsiveness

Dr. Whitehall's dental office staff makes sure the waiting room is clean and that the magazines are current and accessible to patients, thus addressing the ________ dimension of service quality. a. reliability b. responsiveness c. assurance d. emapthy e. tangibles

e. tangibles