Service Marketing -- Dr. Hal (UIW)
A(n) ________ expectation occurs when customer expectations are driven by another person or group of people.
derived service
After his home was burglarized, Rich became concerned about the safety of his wife and three children since he often traveled out-of-town on business. To prevent further burglaries and ensure his family's safety, Rich decided to purchase a home security system from ADT Security Systems. Rich's expectation that an ADT home security system will protect his family and prevent future burglaries is influenced by his ________.
derived service expectations
The growth in customers spending time reading online reviews on various sites requires service providers to monitor these sites as they can impact which of the factors that influence which source of desired service expectations?
derived service expectations
Last week, Francine bought a 6-month membership package at Planet Fitness. She plans to exercise at Planet Fitness four days a week by participating in an aerobics class, using the nautilus equipment and having a personal trainer. By the time her 6-month membership expires, Francine hopes to lose 20 pounds, tone and strengthen her muscles, improve her cardiovascular fitness and look and feel more attractive. Francine's expectations for her health and physical appearance reflect her ________ level of service for Planet Fitness.
desired
________ service is the level of service the customer hopes to receive.
desired
Customer _______ are beliefs about service delivery that function as standards against which performance is judged.
expectations
In addition to the elements of the traditional marketing mix, the expanded mix for services includes
people, physical evidence, and process
________ service represents the minimum tolerable expectation, the bottom level of performance acceptable to the customer.
Adequate
John's flight on United Airlines from Chicago to San Francisco departed two hours late because of a snowstorm in Chicago. The snowstorm that delayed John's flight is a(n)
uncontrollable situational factor
Which of the following statements about how technology has positively influenced service is true?
all of the choices are correct - technology provides an easy way for customers to learn and do research about products and companies - technology facilitates transactions by offering a direct vehicle for making purchases - technology facilitates basic customer service functions - technology provides approaches for delivering existing services in more accessible, convenient, productive ways.
Leonard has been commuting to New York City on the Long Island Railroad for 10 years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be five minutes late. Leonard's expectation that his train will be five minutes late reflects his ________ level of service for the Long Island Railroad.
adequate
If customers believe they have multiple service providers to choose from, or if they can provide the service for themselves, their levels of ________ are higher than those of customers who believe it is not possible to get better service elsewhere.
adequate service
The fluctuation in a customer's zone of tolerance is more a function of changes in the ________, which moves readily up and down because of situational circumstances than of the ________, which tends to move upward incrementally because of accumulated experiences.
adequate service level; desired service level
Which of the following is an example of the people element of an airline company's services marketing mix?
all of the choices are correct - pilots - baggage handlers - customers - flight attendants
Which of the following statements describes a marketing implication that results from the intangibility of services?
all the choices are correct - services cannot be inventoried -services cannot be easily patented - services cannot be readily displayed - the actual costs of a "unit of service" are hard to determine
A hotel guest has experienced multiple flight delays getting to the hotel. Aware of the situation, the front desk clerk greets the tired traveler and informs the guest that she has been upgraded at no charge to a suite. What is this typically mean the guest will experience?
customer delight
________ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.
credence
A human resources manager who is hiring a sales trainer to improve the company's sales close rate will be concerned whether the trainer will provide the needed tools and motivation to perform his or her job. The human resources manager wants the company's top management and its sales force managers to approve of his selection of trainer. This is an example of a(n) ________ expectation.
derived service
Product and service features that are unexpected and surprisingly enjoyable are known as ________.
delights
Marriott's core value of "take care of your people" really refers to whom services marketers need to also consider for developing a true value focus. This core value reflects the necessity of including
employees
Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?
employees affect the service outcome
Which of the following statements describes how consumers and employees are responding to technology-based services?
employees are often reluctant to integrate technology into their work lives
Tom Grantham, a U.S. citizen, decided to outsource the preparation of his personal income taxes to a company in India. After he emailed his earnings and scanned receipts, his tax return was completed in two days at a cost of $50 - about one-third of what a U.S. firm like H&R Block charges. However, he had to file his return as "self-prepared," since it was not prepared by a U.S. accountant. Using a foreign service provider may require customers to reset their
expectations
Oakley Millwork is a supplier of products used in the construction industry. It has a published policy that if a customer places an order from its catalog and the product is not available for immediate delivery, the customer gets the item free. Oakley Millwork's policy is an example of a(n)
explicit service promise
During the Covid-19 pandemic, many service institutions chose to institute requirements, such as protective mask-wearing or proof of vaccination, as policy to protect their customers and service employees. Informing customers and employees became an example of
explicit service promises
Which of the sources of both desired and predicted service expectations are completely within the control of the service provider?
explicit service promises
________ are personal and nonpersonal statements about a service made by an organization to customers.
explicit service promises
Which of the following products is LEAST high in experience qualities for the customer?
funeral services for a parent
Which of the following is an example of a tangible component provided by a hotel?
guest rooms
A tax accountant may provide a different service experience to two different customers on the same day depending on their individual needs and personalities and on whether she is meeting with them when she is fresh in the morning or tired at the end of the day. This is an example of service ________.
heterogeneity
Parents everywhere are very busy and often cannot spend time with their children. In the Netherlands, children who want a bedtime story can call the telephone service and request to listen to one of twenty prerecorded fairy tales. The phone company charges $7 per story. Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the ________ characteristic of services.
heterogeneity
The characteristic of a service that refers to differences in employees' performances is
heterogeneity
The characteristic of a service that refers to differences in what one client experiences versus the experiences of another client is reflective of the importance of ________ in services marketing.
heterogeneity
The first time Barry brought his car to Auto Lube to have the oil changed he was very satisfied with the service. The service manager consulted him several times while his car was being serviced, asked him if there were any problems with the car, recommended when additional services should be performed, and answered questions directly and politely. However, when Barry went back to Auto Lube after three months to have his oil changed again, he was not satisfied with the service. The manager spoke to him only when he arrived and when he paid his bill. In addition, the manager was impatient and unfriendly during the interaction. Barry's experience at Auto Lube illustrates the ________ of services.
heterogeneity
If customers believe they have multiple service providers to choose from for a particular service, or if they can provide the service for themselves, their levels of adequate service are ________ those of customers who believe it is not possible to get better service elsewhere.
higher than
Jack and Luke used the same mechanic to fix their cars. Both were unhappy with recent repairs. Luke who complained because his car was improperly repaired will have a ________ level of adequate service and a ________ zone of tolerance than Jack who did not complain about how poorly his car was running after the mechanic put in new spark plugs and did other maintenance.
higher; narrower
The highest customer expectations are referred to as _______ expectations.
ideal
Which of the following statements about predicted service is true?
if the consumer predicts good service, the level of adequate service is likely to be higher than if he or she predicted poor service
When a customer chooses between a restaurant in a pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a(n) ________ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant.
implicit service promise
Zoë was looking for a kennel to board her cocker spaniel for two weeks while she goes on vacation. There are two kennels close to her home. One charges $50 per week and the other charges $125 per week. Zoë chose the higher priced service because her dog is like a member of the family and she wanted it to have the best possible care while she was away. Zoë's service expectation level was determined by a(n)
implicit service promise
On his way to work today, Terry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper there was a full-page ad for a medical clinic that performed similar surgery. Then in his mail, he got a brochure from yet another medical clinic asking him if he wanted to get rid of ugly varicose veins. Which trend that influenced the development of services marketing concepts and strategies is illustrated here?
increased competition in professional services
As the number of perceived service alternatives increases, the level of adequate service ________ and the zone of tolerance ________.
increases; narrows
Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?
increasing use of technology is perceived by many customers as less service because there is no human interaction
In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. This day is deemed lucky. In 2005, almost 15,000 couples in New Delhi had their wedding on December 25, the day astrologers announced would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the ________ of services.
intangibility
On a recent visit to The Home Depot store, a sales associate greeted Madison when she entered the store, helped her locate the items she needed to repair her gutters, and suggested how she could prevent gutter problems in the future. The assistance provided by the sales associate illustrates the ________ of services.
intangibility
The characteristic of a service that means that it cannot be seen, felt, tasted, or touched is
intangibility
The most distinguishing characteristic of services is
intangibility
________ is a key determinant of whether an offering should be classified as a product or a service.
intangibility
Karen owns a cottage on Martha's Vineyard, a popular island destination for tourists from about April to October. When Karen visits the island in March to dine at her favorite pizza restaurant, she expects great service because the tourists are not there. Because she predicts she will receive great service, her ________ than it is during the tourist season.
level of adequate service will be higher
Which of the following statements about services is true?
marketing and managing services presents issues and challenges not faced in manufacturing and packaged goods companies
Denise said all she expected from the day care at the gym she belonged to was to get her children back at the end of an hour and learn the police had not been called because of something they did. She uses this particular gym because the day care will let her unruly children stay even though it provides only the nominal supervision. Denise has ________ expectations about the day care.
minimum tolerable
Customers' tolerance zones vary for different service attributes or dimensions. The ________ the factor, the ________ the zone of tolerance is likely to be.
more important; narrower
As a service dimension increases in importance, a customer's zone of tolerance ________ and his or her desired and adequate service levels ________.
narrows; increase
The weekend cruise cost Jason Riggs $800 dollars. Before leaving on the cruise, Riggs told his neighbor, "With the money this trip is costing me, the food better be good and plentiful." What kind of expectations did Roux have?
normative
The global impact of Covid-19 affected many service providers. Which of the following was LEAST impacted in a negative way?
online retailing
Which of the following is NOT an example of a service business?
paper mill
Velma was preparing to take her first airplane trip in more than 20 years. One of the primary reasons why she has not flown is because she is over six-feet tall and the closeness of the seats made her extremely uncomfortable. Just prior to making plane reservations, she saw an article in a travel magazine congratulating United and American Airlines for increasing the room between passenger seats. She did not have time to read the whole article—just the first paragraph. She made her reservations on United Airlines with the expectation that she would not have to feel like she was "shoe horned" into her seat. When she boarded the plane, she was struck with how close the seats appeared. It wasn't long before she learned that United had only increased the room for the first six rows and American had made sure that every seat had extra room. Velma's service expectation levels were shaped by
past experience and explicit service promises
Instead of cooking dinner themselves, Jenna and her roommate Sheryl decided to order pizza and have it delivered to their apartment. Although Jenna and Sheryl usually order pizza from Pizza Hut, they had recently received coupons in the mail from two other neighborhood pizza restaurants, JoJi's Gourmet Pizza and Angelo's Pizzeria, for discounts on the purchase of two medium pizzas. JoJi's Gourmet Pizza and Angelo's Pizzeria are providing the roommates with
perceived service alternatives
The growth of property offerings for travellers on sites like AirBnB.com and Vrbo.com has primarily impacted the hotel industry by which factor influencing desired and predicted service?
perceived service alternatives
An attorney who charges a client for a missed appointment is taking into account the ________ characteristic of services.
perishability
Bob Wilson owns and operates Flashdance Skating Rink. Last Monday afternoon, he had rented the rink out for a birthday party that was cancelled at the last minute due to a flu epidemic that had sickened three-fourths of the children who were invited. While Wilson kept the deposit, he did not get the skate rental fees or the snack food money he had anticipated from the rental. Wilson lost money as a result of the ________ characteristic of services.
perishability
In many cultures, weddings are timed to occur on lucky days. In 2011, wedding planners from Las Vegas, Nevada, to Mumbai, India, knew long before the auspicious date of November 11th (11/11/11) that this would be one of their busiest days of the year, if not the century. Because other dates would just not be as lucky for the blushing brides and grooms, and simply would not suffice, the wedding planners had to prepare all year for more weddings on this one date than on any other day throughout the year. This example illustrates the ________ characteristic of services.
perishability
________ refers to the fact that services cannot be saved, stored, resold, or returned.
perishability
When Joan woke up this morning, she felt terrible. She had a headache, sore throat, and upset stomach. She called her doctor's office, explained her condition to the receptionist and asked if she could make an appointment to see the doctor as soon as possible that day since she was going on vacation tomorrow. Joan desired expectation to see her doctor the same day she became sick resulted from a(n)
personal need
States or conditions essential to the physical or psychological well-being of a customer that are pivotal factors that shape what customers desire in a service are known as ________.
personal needs
An important influence in desired service expectations is ________, the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers.
personal service philosophy
Lillie worked as a caterer when she was in college. She was highly critical of the caterer and its staff that her parents selected for their 50th anniversary party. Lillie's attitude about how a caterer should act reflects her
personal service philosophy
Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed "tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. Each treatment takes place in a small booth, which contains an ergonomically-designed chair, muted lights, and New Age-style music. The walls are painted calming shade of blues and greens. Teethart uses the _____ element of its service to reduce stress associated with dental procedures.
physical evidence
Ruth recently visited a day care center that is convenient to her work. Ruth is thinking of letting the day care workers care for her infant son while she is at work. The first thing Ruth noticed when she walked in the door of the facility was the smell of urine. There was a dead plant in the window. Toys were strewn about the floor and Ruth almost tripped over a tricycle. In this example, Ruth experienced negative aspects of the _____ element of the day care center's services marketing mix.
physical evidence
When Alicia and Jordan dined at Formia Ristorante, a contemporary Italian restaurant in New Jersey, they both enjoyed Formia's coy, smart, and embracing atmosphere. Formia creates this atmosphere with a single large dining room that measures 20 by 60 feet and contains 14 roomy tables. Ceiling fans slowly swirl as candlelight dances across the tables that are attentively cared for by servers. Vertical pink and white florid patterns emerge from old wainscoting. Finally, Formia's two-page menu offers guests a range of pasta, chicken, veal, and seafood entrees, in addition to nightly specials that are handwritten and presented on large index cards. Alicia and Jordan experienced the ________ element of Formia Ristorante's services marketing mix.
physical evidence
When a person enters a law firm's office, the sight of formal leather furniture, professionally dressed staff, framed diplomas of the attorneys, and an extensive library of bookshelves of legal codes and cases all represent the ___________ element of the firm's service marketing mix.
physical evidence
One factor that influences adequate service is ________, the level of service that customers believe they are likely to get.
predicted service
________ is the level of service that customers believe they are likely to get during an impending transaction or exchange.
predicted service
Yesterday, Mike went to the dentist for his six-month check-up. Two weeks before he went to the dentist, he called the office to make an appointment. The day before his check-up, the office's receptionist called him to confirm his appointment. When Mike arrived at the office, he checked in with the receptionist and then waited in the waiting room for 15 minutes, reading a magazine, before being greeted by the dental hygienist, who escorted him to an examination room. The dentist entered the room, greeted Mike, examined Mike's teeth, took a set of x-rays and asked the dental hygienist to clean Mike's teeth. When his teeth were cleaned, the hygienist told Mike he should return in six months for another check-up. Mike experienced the ________ element of the dental office's services marketing mix.
process
Which of the following is NOT an element of the traditional marketing mix?
production
The maintenance contract offered by Generac on its HVAC standby home and business generators is an example of a(n) ________.
service
Which of the following is a marketing implication that results from the heterogeneity of services?
service delivery and customer satisfaction depend on employee and customer actions
In the simplest terms, ________ are deeds, processes, and performances.
services
The core offerings of hospitals, hotels, and banks are primarily deeds and performances and therefore are ________.
services
Which of the following statements describes a marketing implication that results from the intangibility of services?
services cannot be inventoried
The factors that influence adequate service expectations are ________ in nature and fluctuate ________ than the factors that influence desired service expectations.
short-term; more
Because of the ________ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer.
simultaneous production and consumption
Due to the ________ characteristic of services, customers will frequently interact with each other during the service production process and may affect each other's experiences.
simultaneous production and consumption
For their wedding anniversary, Beth and Rick wanted to go skydiving. They enrolled in a skydiving class at the local airport at a cost of $260. After a 30-minute training course in which everything that was going to happen to them was carefully explained, Beth and Rick were sent up in an airplane with two skydiving experts. Each was placed in a harness arrangement with one of the experts and did what is called a tandem dive. With a tandem dive, Beth and Rick get to enjoy the experience without having to worry about when to open the parachute. The skydiving expert does that for them. This tandem jump illustrates the ________Blank characteristic of services.
simultaneous production and consumption
The Offshore Sailing School in Jersey City, New Jersey, offers a basic sailing course, which takes place in three days over two weekends, for $495. Students enrolled in the course attend classroom sessions that cover the theory and technology of sailing and receive hands-on sailing instructions in the water that introduces them to all fundamental sailing skills. Student participation in the Offshore Sailing School's classroom sessions and hands-on sailing instructions illustrates the ________ characteristic of services.
simultaneous production and consumption
Which of the following is NOT a source of desired service and predicted service?
situational factors
Two roommates both registered for an introduction to business class. At midterm, one roommate found his instructor so boring that he was thinking of changing his major to history. The other roommate had a charismatic teacher and looked forward to going to class. This heterogeneity of instruction demonstrates
that customer service depends on employee actions
Which of the following trends has directly influenced the development of services marketing concepts and strategies?
the fact that manufacturing firms are placing increased emphasis on providing services
Gina and Henry were having breakfast when they decided they wanted to have pizza and watch a movie that night. When she got home from work, Gina turned on her computer, logged on to the Netflix site, and chose the movie Top Gun: Maverick to view via online video streaming. Next she logged on to her favorite pizza restaurant's Web site and ordered a large pepperoni pizza and a bottle of soda to be delivered at 6:45 p.m. Gina and Henry enjoyed their evening. Which trend that influenced the development of services marketing is illustrated here?
the growth in the use of technology-based services
Without good mailing lists, businesses cannot engage in effective direct-marketing advertising. On average 20 percent of the U.S. population moves annually. Return Path is a company that provides changes of addresses to businesses. It takes a business's mailing list, compares it to address changes that it gathers daily in its database and makes any necessary corrections. Return Path is a part of which trend in the services marketing industry?
the growth in the use of technology-based services
What has driven companies to be attuned to the rising level of change in customer expectations?
the technological evolution and competitive landscape
Which of the following is an intangible component of a car repair shop?
the training the mechanic has received
Kelly dined in a family-style restaurant in Mobile, Alabama, shortly after a hurricane had brushed the coastal area. The server apologized because there were no iced drinks available. The water supply had been contaminated by the storm's high tides. The water system was fine now, but after repairing other minor damages, the workers had not yet had a chance to clean the ice machine. Kelly, a long-time resident of Mobile, understood that ________ meant she would need to modify her service expectations.
uncontrollable situational factor
Because they are viewed as ________ by customers, natural disasters such as tornadoes or hurricanes may lower service expectations for services such as insurance, telephone, and the Internet.
uncontrollable situational factors
During the days following Superstorm Sandy, telephone and Internet service was poor across a wide area because so many people were trying to get in touch with friends and relatives. Customers of these services soon realized that they should not expect the level of service they were accustomed to prior to the storm. These customers were quite forgiving during this time because they recognized that service performance was being affected by
uncontrollable situational factors
Which of the following products is LEAST high in experience qualities?
wedding dress
A college student is registering for classes and sees multiple sections of a needed course. If the students goes on a website to see ratings for various professors' review from former students, they are demonstrating the power of _________ on desired and expected service expectations.
word-of-mouth communications
Jamie desires a haircut that will look just as attractive when she awakens in the morning as it does when she is going out on a date. With the desired haircut, all she has to do to fix her hair is to shake her head. A haircut is adequate when it doesn't have any stray long hairs and it hides her cowlick. Jamie's recent haircut was in her ________ because while it didn't look great all the time, a quick brushing was all that was needed to fix it.
zone of tolerance
The extent to which customers recognize and are willing to accept variation in service performance is called the ________:
zone of tolerance
