mktg301-marketing services

Service quality is ______

a measurement activity of how good a service experience is or was

Service failure happens when ______.

the perceived quality of the service encounter is negative.

Jennifer had to walk to work because her train never arrived. This experience shows the inseparability of train service because both ______ and Jennifer must be ______ for the service to happen.

the train conductor; present

The perishability of services prevents them from being ______.

used again and again

If a company wants to have an upward flow of information, what is a particularly powerful and helpful question to ask customers after their service experience?

"What could we have done better?"

Customer service is a ______ activity; service quality is ______ activity.

business; a measurement

Charlie's Mowing thinks its customers all want their lawns mowed low to the ground with fancy diagonal stripes, but most of the company's customers actually want the grass medium length without any striping or designs. This best represents the ______ gap.

knowledge

Even though her company had a plan to provide caviar and lobster at the parties it hosted, Maya learned that it was consistently only able to provide shrimp. She implemented a plan to make sure the company could get lobster and caviar at any time. In this case, the method of service recovery involved ______.

adjusting the company's service design and execution

The gap between service ______ and the company's external communications is called the communications gap.

delivery

the quality that services possess of having no physical substance is called

intangible

Unlike goods, services tend to be ______.

invisible

The low service quality at Haruki's firm is resulting in ______ revenue. This impact on the firm seems directly correlated with the ______ word of mouth she has been seeing online.

lost; bad

If you work for a business, you will probably be part of the ______ economy because this industry represents 80 percent of the GDP

service

When customer perceptions of a service fall below expectations to a degree that leads to customer dissatisfaction, ______ occurs.

service failure

the difference between the company's plan and the company's execution of the plan is called the ______ and standards gap

design

Which of these products represents a service due to its heterogeneity?

Haircuts

Aya went on a boat ride, and the weather conditions were perfect to make hundreds of fish jump out of the water. She was fascinated. A week later, she took her friend, Treva, on the same boat, but the fish did not jump, and the ride was fairly boring. Due to the fact that the same boat trip was different each time, this example best demonstrates how service experiences are ______.

heterogeneous

Select all of the statements below that are accurate statements concerning the communications gap.

It is important that companies never underpromise. It is important that companies never over-promise.

Which of the following is an accurate statement about service industries in the United States?

They make up about 80 percent of the GDP.

Which of the following is the goal of service recovery?

To turn a customer's dissatisfaction into satisfaction

From the following list, select every example that is a blend of tangible and intangible.

Trucks A hot dog stand E-books

Ricardo was at a hotel when he learned his grandmother was sick. He was so overwhelmed that he did not check out by the required time the next morning and was supposed to pay a penalty as a result. However, when he told the staff why he was late, and they forgave the penalty and bought flowers and a card for her. Which of the five dimensions of service quality does the staff's response best exemplify?

empathy

The goal of developing a marketing strategy around the four criteria of the Service Gaps Model is to manage the gap between the customer's ______ and ______.

expectations; perceptions

The quality that services possess in which both the service provider and the customer must be present during the service is called

inseparable

Services have ___________ , meaning they have no physical substance and thus cannot be touched, stored, or possessed like goods.

intangibility

The quality that services possess of having no physical substance is called

intangibility

Mateo runs a landscaping service and does a great job developing gardens. After he is finished with his work, his customers are always pleased. This is an example of evaluating the ______ quality of a service.

technical

A new boating company skips training for some of its employees in order to open in time for summer. The untrained employees cannot get the motors started, and many customers cancel their boat rides in frustration. This service failure was caused by ______.

the company

Companies often use the saying "______" as a general guideline for fixing a customer's problem.

the customer is always right

Which of the following products would be classified as the most tangible?

A bar of soap

Which of the following examples would most likely be considered a service mismatch rather than a service failure?

A manicurist spills a drop of nail polish on your finger and has to wipe it off.

Which of the following service experiences would a person most likely remember?

Buying a product from a rude salesperson

Select all of the following methods that can help companies manage the knowledge gap

Following up with customers after their service experiences Conducting better marketing research Encouraging an upward flow of information for customers

kitty went to a new clinic to have an MRI on her knee. The clinic's setting was peaceful and well decorated, there were snacks available for after the procedure, and the employees explained everything clearly and made sure she was comfortable. During the process, Kitty realized this was the best medical service she had ever had. Which service quality was Kitty measuring

Functional

Which of the following is an accurate statement about services?

Production and consumption happen at the same time.

Select the five dimensions for rating service quality from the following list

Responsiveness Empathy Assurance Reliability Tangibles

Which of the following would most likely cause the delivery gap to negatively impact service quality?

The company doesn't understand what the customer wants.

Which of the following is the most important aspect of service recovery?

Whether the customer is satisfied or dissatisfied

Which of the following examples is an objective measure of service?

Yessica is considered a great chef because her restaurant won a national award

Service failure occurs when ______.

a customer's perceptions of a service fall below his or her expectations to a degree that leads to customer dissatisfaction

The difference between what the company thinks the customer expects and how it actually provides the service is called the ______ gap.

deliver

Jay's Luxury Cuisine knows its customers expect to dine in an exquisite setting, but most of its restaurants are run-down and plain. This best represents the ______ gap.

delivery

The design and standards gap is the gap between the service design and standards and the service

delivery

Stanislav had a great time at the beach resort. Due to the perishability of the experience, however, he is disappointed that ______.

he cannot repeat the same experience twice

As Jessica evaluates the service provided by her beauty shop, she notices that there is a high degree of ______ in the interaction between stylists and customers.

heterogeneity

Each time a service is performed, it changes, even if only a little, meaning it cannot be mass produced. This quality of services is referred to as ______

heterogeneity

If you look at the tangibility spectrum, you will find that ______.

most market offerings lie somewhere along the spectrum

The Ramirez family goes to see a new movie, but shortly after they settle into their seats, a dozen teenagers enter the theater, talking and laughing loudly. They light up the room with their phones, making it hard to focus on the movie. In this case, the service failure is caused by ______.

other customers

A well-run company realizes that dissatisfied customers create an opportunity to ______

overdeliver

Steven is starting a new company and wants to make sure he manages the delivery gap effectively. First, he should devise a plan based on strategic decisions. Next, he needs to connect service design and standards to customer needs and company ______. Finally, he needs to monitor and control the company's ______ in an effort to match them with their service goals.

positioning; physical components

To manage the design and standards gap, companies should use the ______ element of the marketing mix to increase or decrease demand.

price

Market offerings that are classified as extremely tangible tend to be pure goods, such as ______. In contrast, market offerings that are classified as extremely intangible tend to be pure services, such as ______.

salt; instruction

A framework is used to understand the differences between customers' perceptions of a service outcome and customers' initial expectations in the ______ Gaps Model.

service

If a company's problem concerns perceptions, the company should adjust its ______. If a company problem concerns expectations, the company should most likely adjust its ______

service design and execution; communications

The difference between actual customer expectations and the company's perception of customer expectations is called the ________ gap.

knowledge

From the following list, select all of the examples of services.

A massage A bus ride

Which of the following examples would most likely be considered service failure?

A restaurant serving a meal two hours late

Which of these products represents a service due to intangibility?

A tennis match

Select all of the following examples that show a tangible dimension of service quality.

A tidy work space A clean, neat uniform

Which of the following is most important with regard to fixing the company's problem?

Aligning customer expectations and perceptions

Select all of the following answers that are common causes of service failure.

Company fault Unanticipated external circumstances Other customers

ulio just learned that a renter in his cabin had no hot water for the entire stay. Julio sent the renter a voucher for another week at half price to make up for the lack of hot water. Which method of service recovery does this represent?

Compensating the customer appropriately

After his property was surveyed, Bill decided he was very pleased with the surveyor, and he found the survey report to be of good quality. Which measurement of service quality was Bill using in this case?

Technical

Which example demonstrates the best way to fix a company's problem that has to do with customer expectations

The company adjusts its advertising so it doesn't overpromise a product.

From the following list, select all of the items that are aspects of service failure.

The customer sees the service quality as negative. It can be caused by a variety of factors. It means the service experience did not go as planned.

Which of the following contributes to a service's heterogeneity?

The interaction between a customer and service provider

Which of the following is sometimes referred to as the listening gap?

The knowledge gap

The delivery of services is ______ process; the production of goods is ______ process.

a heterogeneous; a homogeneous

For a service failure to occur, there has to be ______.

a significant expectation-perception mismatch

When measuring service quality, the measurement of the excellence of a service uses an objective measure based on ______.

a universally agreed upon standard

Which of the following is an example of heterogeneity?

chen went to a restaurant and had a wonderful time, but went back a week later and had a bad time.

Service production and consumption is a dynamic activity that occurs in real time between the organization and the customer, which means they have the unique quality of

inseparability

A measurement of how good a service experience is or was is called service

quality

If a company's problem concerns perceptions, the company should adjust its ______. If a company problem concerns expectations, the company should most likely adjust its ______.

service design and execution; communications

When an auditorium has seats that are comfortable and restrooms that are clean, it demonstrates the dimension of _______

tangibles