Services Marketing Exam One Quiz Questions

According to helpscout.com, what percentage of customers read online reviews before settling on a purchase?

93%

According to "The Great Resignation: Why 4.4 million Americans left their jobs in September", what is/are some of the driver(s) that have been leading employees to quit? Select all that apply. A. Health insurance B. Low wages C. Housing allowances D. Working conditions

A, B, C, & D (all of the above)

According to the Fonolo article, when remaining reliable and consistent in meeting customer expectations, what should your departments, brands, and locations be aligned on? A. What your company stands for B. Customer procedures C. How your product or service is meant to work D. The quality of service/product that is being promoted to the customer E. How to consistently meet those expectations

A, B, C, D, & E (All of the above)

In the first stage in the service marketing research process, the researcher: A. Defines the problem and research objectives B. Reports his or her findings C. Develops a services measurement strategy D. Collects and tabulates data E. Implements the research program

A. Defines the problem and research objectives

The three basic things that customers expect from technology-based service encounters are: A. Delivery on the core promise; flexibility of the systems; better than the alternative B. Variability; delivery on the core promise; color correctness C. Context; delivery on the core promise; color correctness D. Better than the alternative; color correctness; content E. Color correctness; better than the alternative; flexibility of the systems

A. Delivery on the core promise; flexibility of the systems; better than the alternative

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: A. Expectations B. Performances C. Attitudes D. Perceptions E. Judgements

A. Expectations

In services, customers want the basics. What expectation is being met with this statement: "I expect them to bend the rules a little." A. Flexibility B. Competency C. Competence D. Urgency

A. Flexibility

Jiffy Lube, a franchiser of 10-minute oil and lubrication services, has been plagued by a lack of consistency across franchise outlets. The lack of consistency has resulted from Jiffy Lube's failure to require franchisees to adhere to common service standards as it rapidly expanded its franchise business across the U.S. Jiffy Lube's failure to require franchisees to adhere to common service standards has led to provider _____ of the gaps model of service quality. A. Gap 3 B. Gap 2 C. Gap 1 D. Gap 4

A. Gap 3

Amber wants to get her ears pierced. In the community in which she lives, she can get them pierced at a jewelry store in a strip mall. She can get them pierced at the local tattoo parlor or have them pierced by a friend's mother who happens to be a nurse. Amber's mother has threatened her with dire punishment if she has them pierced and then gets an infection because the person who pierces them was inept or unsanitary. Amber chose the nurse because of a(n) __________, which makes her believe it is the method her mother will most approve of. A. Implicit service promise B. Explicit service promise C. Word-of-mouth communication D. Perceived service alternative E. Marketing testimonial

A. Implicit service promise

Extron Electronics makes coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. Orders are shipped within 48-hours of receipt. If a customer is not completely satisfied with his or her order, Extron has a 100 percent satisfaction guaranteed return policy. Which of the following trends that has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service? A. Manufacturing firms are placing increased emphasis on providing services B. Increased competition in professional services C. The increasing importance of industries to the U.S. and world economies D. The increase of government regulation of service industries E. The growth in information based technology

A. Manufacturing firms are placing increased emphasis on providing services

One significant difference between the U.S. and Japanese culture is the love and respect the Japanese give their elders. A service provider who is trying to cater to the needs of the elderly might talk to some Japanese-Americans to gather some ideas on how to improve service quality. The cultural difference should make the service provider view providing service to the elderly from a different perspective. This sort of research is called: A. Market-oriented ethnography B. Requirements research C. Process checkpoint evaluations D. Diversity studies E. Multicultural surveys

A. Market-oriented ethnography

According to Salesforce, what is the second most customer-centric sector? A. Travel & Hospitality B. Retail C. Healthcare D. Financial services

A. Travel & Hospitality

The extent to which customers recognize and are willing to accept variation in service performance is called the _____________. A. Zone of tolerance B. Area of impartiality C. Area of acceptability D. Acceptable variation E. Extent of indifference

A. Zone of tolerance

Which of the following statements describes a marketing implication that results from the intangibility of services? A. The actual costs of a "unit or service" are hard to determine B. All of the above C. Services cannot be readily displayed D. Services cannot be easily patented E. Services cannot be inventoried

B. All of the above

Why would a blood bank, which pays people for their blood donations and then sells this blood to hospitals, us the name Blood Assurance? A. Because the assurance dimension of service quality means that the blood donation will be done accurately B. Because the assurance dimension of service quality inspires trust and confidence C. Because the assurance dimension of service quality emphasizes the knowledge of the employers D. Because the assurance dimension of service quality guarantees customer satisfaction E. Because the assurance dimension of service quality negates concerns about tangibles

B. Because the assurance dimension of service quality inspires trust and confidence

According to Forbes, you need _______, _______, and ________ when focusing on objectives. (select all that apply) A. Click-through rate B. Bounce rate C. Conversion rate D. Static rate

B. Bounce rate C. Conversion rate D. Static rate

Clark participated in a research study conducted by Red Lobster restaurants in which he was asked to provide a verbatim story about a satisfying and dissatisfying service encounter he had at Red Lobster. Which of the following types of research studies did Clark participate in? A. Customer panels B. Critical incident studies C. Trailer calls D. Complaint solicitation E. Relationship surveys

B. Critical incident studies

Service providers like insurance companies that emphasize acquiring new customers rather than retaining current customers are broadening provider ________ of the gaps model of service quality. A. Gap 2 B. Gap 1 C. Gap 3 D. Gap 4

B. Gap 1

Benford Bank hired marketing researchers when it noticed many people who had savings accounts with the bank did not have checking accounts and credit cards with it. The first task of the market researchers was to learn if the bank wanted to know how its customers perceived the bank as a service provider, if it were more interested in what customers thought was superior about its savings account, if the bank thought some customer expectations were not being met, or if what the bank really wanted to know was how it could change its service to better meet customer expectations. The first thing the research company did was to: A. Decide how data analysis techniques B. Help Benford Bank define the problem and establish research objectives C. Determine what research methodology it would use D. Use data mining to see if there were any connections between customers who used all three services and those who used only one of the services the bank offered E. Determine with the bank's help who should be surveyed

B. Help Benford Bank define the problem and establish research objectives

The Walt Disney Company dress code requires male cast members with mustaches or beards to trim their facial hair to no longer than one-quarter of an inch and be well-groomed. Male cast members without mustaches or beards must be clean shaven every day. All cast members must keep their nametags visible at all times, have no visible tattoos, and be professional in appearance. The Walt Disney Company's dress code reflects the _________ dimension of service quality. A. Responsiveness B. Tangibles C. Assurance D. Reliability E. Empathy

B. Tangibles

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. A. Zone of minimal variation B. Zone of tolerance C. Zone of endurance D. Area of acceptability E. Area of impartiality

B. Zone of tolerance

Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. Companies are decreasing their reliance on self-service and increasing the use of human interaction in the performance of services B. Technology-based services, which are superior to human-based services, are not being implemented enough C. Customer expectations are higher because of the excellent service they receive from some companies D. Services are leveling the playing field and consistently trying to offer the same level of service to every customer E. Even though it is easy to provide consistent, high-quality service, many companies do not want to do it

C. Customer expectations are higher because of the excellent service they receive from some companies

Which of the following types of research has a high monetary cost? A. Complaint solicitation B. Mystery shopping C. Future expectations research D. Critical incident studies E. Lost customer research

C. Future expectations research

Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining? A. Companies provide unclear tactics for customers to follow when dealing with service providers B. Too many talented employees are left mired in front-end jobs that do not challenge them C. Increasing use of technology is perceived by many customers as less service because there is no human interaction D. Customers have no concept of what conditions produce to quality service E. Delivering consistent, high0quality service becomes routine

C. Increasing use of technology is perceived by many customers as less service because there is no human interaction

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. A. Product B. Process C. Physical Evidence D. Production E. Place

C. Physical Evidence

Which of the following is NOT a form of qualitative research? A. Relationship surveys B. Requirements research C. Process checkpoint evaluations D. Mystery shopping E. Service expectation meetings

C. Process checkpoint evaluations

Which of the following trends has directly influenced the development of services marketing concepts and strategies? A. None of the above B. The growth in information-based technology C. The fact that manufacturing firms are placing increased emphasis on providing services D. Decreased competition in professional services E. The decreasing importance of service industries to the U.S. and world economies

C. The fact that manufacturing firms are placing increased emphasis on providing services

Which of the following would result in a broadening of provider gap 1? A. The ads for the language program overpromise how quickly the average person will be able to learn a foreign language B. The service intermediary for a cruise line wants to only sell those cruises on which it would receive the highest commissions C. The marketing research done by the motel chain includes insufficient research about what its target market wants D. The ski resort has an over-reliance on price to smooth demand for its resort facilities E. All of the above would result in a broadening of provider gap 1

C. The marketing research done by the motel chain includes insufficient research about what its target market wants

In the article "5 Customer Service Trends That Are Here to Stay", what service is going to become more convenient than delivery?

Curbside

Which of the following industries would be ranked highest by the American Customer Satisfaction Index (ACSI)? A. Supermarkets B. Hotels C. Internet social media D. Electronics E. Internet retailers

D. Electronics

A week after Kim cancelled her First USA MasterCard, she received a survey in the mail asking questions about First USA's service quality, its performance versus other credit card companies, her level of satisfaction with different dimensions of First USA's service, and her reasons for cancelling her account. Which of the following types of research did First USA conduct? A. Relationship survey B. Trailer calls C. Complaint solicitation D. Lost customer research E. Critical incident studies

D. Lost customer research

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. A. Conventional B. Desired C. Experience-based D. Minimum tolerable E. Acceptable

D. Minimum tolerable

In order to get an accurate cholesterol reading, an individual must fast for at least eight hours before the test. When you schedule a cholesterol test at your doctor's office, you will receive a brochure that will explain the fasting and why it is so very necessary. Providing this sort of educational literature to patients is one way doctors try to narrow provider _____ of the gaps model of service quality. A. Gap 3 B. Gap 2 C. Gap 1 D. None of these

D. None of these

The sources of customer expectations are market-controlled factors such as: A. Word-of-mouth communication B. The individuals previous experiences C. The individuals innate needs D. Sales promises E. What the competition is offering

D. Sales promises

The last time Lia went shopping at Nordstrom's department store she had a very pleasant experience. When she entered Nordstrom's, she asked a sales associate names Sarah for assistance finding a pair of jeans, a pair of shorts, a skirt, and matching tops. Sarah enthusiastically agreed to help and treated Lia like royalty throughout her two-hour shopping trip. Sarah stayed with Lia the entire time she was in Nordstrom's and showed her a number of different styles of jeans, shorts, skirts, and tops. Sarah brought Lia additional items while she was in the fitting room and offered her advice on accessorizing her outfits. After the sale, Sarah thanked Lia for her purchases. Lia's experience at Nordstrom's is an example of which type of service encounter incident? A. Believability B. Adaptability C. Coping D. Spontaneity E. Recovery

D. Spontaneity

One of the most frequently measured _______ is willingness to recommend the service. A. Future expectations B. Preferences C. Customer priorities D. Individual requirements E. Behavioral intentions

E. Behavioral intentions

An innovative research trend involves examining ________, which are clusters of integrated touchpoints that consumers experience before, during, and after using a service. A. Lost customer maps B. Customer panels C. Process checkpoint evaluations D. Hierarchical needs matrices E. Customer journeys

E. Customer journeys

The central focus of the gaps model of service quality is the: A. Customer-employee-supplier triumvirate B. Constant need to provide value for dollars spent C. Temptation to handle services as if they were tangibles D. Four dimensions of service E. Difference between customer expectations and perceptions

E. Difference between customer expectations and perceptions

The growth of e-tailing has led to the identification of four core dimensions that consumers use to evaluate Web sites at which they experience no questions or problems. They are: A. Efficiency, effectiveness, maneuverability, and attractiveness B. Responsiveness, reliability, assurance, and empathy C. Context, content, community, and connectivity D. Content, reliability, privacy, and download speed E. Efficiency, fulfillment, system availability, and privacy

E. Efficiency, fulfillment, system availability, and privacy

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. A. Derived service expectation B. Situational attitude C. Personal need D. Perceived service alternative E. Personal service philosophy

E. Personal service philosophy

Telepizza S.A. Is a Spanish pizza restaurant chain that offers children membership in its magic club. The magic club gives its members small prizes, usually simple magic tricks, with each order their parents place. Telepizza has 65 percent of the Spanish market as a result of using _____ marketing. A. Developmental B. Proactive C. Transactional D. Acquisition E. Relationship

E. Relationship

In the simplest terms, __________ are deeds, processes, and performances. A. Attributes B. Experiences C. Benefits D. Goods E. Services

E. Services

Imagine a bereaved family at a funeral home discovering dirty restrooms, a disco ball in the chapel and loud heavy metal music on the sound system. You would be correct in saying: A. The technical outcome quality of the facility needed fine tuning B. The inappropriateness of the service quality was due to poor technical qualities C. The overall service quality is not influenced by tangibles D. Interaction qualities led to perceived inequities E. The physical environment quality led the family to think less of the overall service quality

E. The physical environment quality led the family to think less of the overall service quality

Provider Gap 2 exists in service companies because of a failure of horizontal communication. True or False

False

The sources of customer expectations are all controlled by the service provider. True or False

False

_________ is part of the marketing mix that answers the question of how a product or service will be marketed.

Promotion

Every service encounter is an opportunity to build satisfaction and quality. True or False

True

As discussed in class, recovery, adaptability, spontaneity, and ________ are common themes in critical service encounters research.

coping

According to the Brain Rants article, the ___________ gap is made apparent when employee weakness is present.

delivery