MKT 230 CHPT 13

Involving employees in setting service performance goals can be very instructive in helping a firm reduce the ____ gap by increasing their input into systematizing the expected output.

standards

The use of technology in delivering services is beneficial in all of the following ways EXCEPT:

a more focused, narrow array of services

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

adds to marketing efforts by helping to meet buyers' needs and wants

Since service delivery is not always uniform, it is important for the provider to be sure to close the _____ gap and not promise more in their messages to buyers than they can deliver on a regular basis.

communications

Since service delivery is not always uniform, it is important for the provider to be sure to close the ________ gap and not promise more in their messages to buyers than they can deliver on a regular basis.

communications

In a delivery of a service, one of the most significant elements is to be able to predict:

consumer expectations

The _____ gap is the difference between a company's standards and the actual service it provides to customers.

delivery

The _____ gap shows the difference between a customer's expectations and what the company thinks the customer expects.

knowledge

In the delivery of good service, employees usually take their cue from the attitude and actions of ____, who set policy and have the ability to influence the entire corporate posture on quality service performance.

management

To reduce the uncertainty of the intangible nature of services, a medical provider will often:

offer cues to customers such as comfortable waiting rooms and sparkling examinations rooms with their diplomas on the wall

The customer who is using the self-checkout:

perceives he is being processed faster than through the traditional employee-assisted checkout

The _____ gap is the difference between the company's perceptions of the customer's expectations and the service standards it sets.

standards

One of the aspects of service provision in recent years that has dramatically changed the delivery of services and improved consistency and efficiency is the use of:

technology

1- Knowledge gap 2- Standards gap 3- Delivery gap 4- Communications gap

1- the difference between customer expectations and what the firm perceives the customer to expect 2- the difference between the firm's perceptions of customers wants and the service standards it sets 3- the difference between the firm's service standards and the actual service it provides to customers 4- the difference between actual service provided to customers and the service that the firm's promotion program promises

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.

When a firm such as Ruth's Chris Steak House tells servers to "use your judgment" in serving a customer who is not satisfied with his $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

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

Claire's accessory stores sell many girls their first pair of earrings along with the process of piercing their ears. The store tries to create an entire experience for the event, and both the customer and the store employee are integral to the process. Claire relies on the service attribute of ____ as an opportunity to involve the customer and increase perceived value.

inseparability

While no service provider hopes for a situation of poor service, it can be converted into a situation of building positive interaction and buyer loyalty. The key is to deliver sound, swift, service ____ that resolves the problem and shows the buyer that the firm is listening to the complaint and working to find a fair solution.

recovery

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

service

Mike is the manager of a sandwich shop. He received a complaint from a customer unhappy because it took too long to get the food when only one employee making sandwiches resulting in a long line. Mike apologized to the customer and sent him a coupon for a free sandwich for the next time he visited. Why is it important for Mike to listen to the customer and provide feedback?

Mike is able to identify quicker service and he can schedule labor appropriately and set benchmarks.

A brand like Google will invest resources in creating a simple, attractive site that has interesting images and icons, such as the daily updates to the Google logo for holidays and special events, in order to better communicate the ____ element of their service and image to users.

intangible

After waiting in line over two hours to experience a new ride at an amusement park, the ride breaks down and guest learn it will down for four hours. If everyone waiting is given a "rain check" with the sequential order of their location in the line enabling them to return in four hours and re-queue in order, most guests will be satisfied, as they are experiencing:

procedural fairness

Joanna learned from customer satisfaction surveys that diners in her restaurant wanted to be able to make substitutions. She has decided to allow substitutions, but has not told all of the servers of this. This is an example of a(n) _____ gap.

standards

McDonald's has a policy that a drive-through customer will receive his order within 1 minute of paying for the order. This contributes to efforts to reduce the ____ gap and provide measurable service quality based on expectations.

standards

A tire store finds that its business is heavily skewed to the weekend and they have less than 15% of customers on Monday through Wednesday. Since rotating, rebalancing, and replacing tires is a service, one of the dilemmas facing the firm is that they cannot ____ the service for the weekend.

stockpile

A grocery store is at the product-dominant side of the Service-Product continuum since most items are selected self-service from the shelves; however, _____.

the firm can still view service as a viable competitive advantage.