ch.13 marketing

Which of the following are benefits that a service provider receives from engaging in effective service recovery? (Check all that apply.)

Increased purchase intention Improved word of mouth

In addition to the traditional four Ps of marketing (product, price, place, and promotion), what are the additional three marketing Ps necessary for services?

Presentation Process Personnel

Which of the following characteristics is NOT one that distinguishes services from products?

voltility

Which of the following is NOT a method to reduce delivery gaps?

Threaten to terminate employees

The most fundamental difference between services and goods is that services are Blank______.

intangible

Which two of the following are important considerations for place in the marketing of services?

A presence on the Internet

Communication

A restaurant advertises they are open for breakfast, but when guests arrive on Sunday morning, there is a sign on the door indicating they only open for brunch at 11:00.

Delivery

A restaurant usually serves fresh bread made on the premises, but at the end of the day the ovens are shut down early and only cold loaves are available.

Reliability

Ability to perform the service dependably and accurately

tangibles

Appearance of physical facilities, equipment, personnel, and communication materials

empathy

Caring, individualized attention provided to customers

knowledge

Diners at a restaurant think the portions are too small, but the manager is unaware of this complaint.

Which of the following is most likely to lead to high levels of customer loyalty?

High customer satisfaction ratings

A business that experiences service delivery gaps can use which of the following methods to improve the quality of its service? (Choose every correct answer.)

Implement self-service technologies Provide incentives and support for service providers Empower employees to work in the customer's best interest

intangibile

It is difficult for the salon to convey the benefits of a new type of hand treatment.

standards

Management believes that customers in a restaurant think the service is very slow, however, management allows servers to stand around and chat.

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.

heterogenous

On Fridays and Saturdays, the staff is different from the staff on weekdays, and the normal process is shortened from 55 to 45 minutes per customer.

Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.)

Perishability Heterogeneity Intangibility

McDonald's has a policy that, in addition to ketchup, mustard, and onions, all burgers must have two pickles. This contributes to efforts to reduce the Blank______ gap and provide measurable service quality based on expectations.

STANDARDS

Which of the following statements best describes services?

Services are actions or performances carried out for and with customers and typically involve a sequence of steps, actions and activities.

What are some common problems caused by the use of technology in a service setting?

The technology does not perform adequately. Customers dislike replacing humans with machines. Customers do not understand how to use the technology.

perishable

There is a queue on Friday and Saturday afternoons, but those time slots cannot be inventoried for when there is no demand.

responsiveness

Willingness to help customers and provide prompt service

Which of the following products or services is considered perishable in the sense that it cannot be stockpiled?

a dental exam

Services are deeds or performances done for and with customers. They typically are Blank______ involving a sequence of steps or actions.

a process

If the Americana Hotel has successfully closed the standards gap, the knowledge gap, and the delivery gap in providing customers with service, it is still necessary for the hotel to close the ___gap.

communication

Ryanair advertised the lowest rates in Europe with fares of $12 between Paris and Munich. However, when Bill arrived at the airport, he had to pay $28 in taxes, $25 for one small carry-on bag, $6 for a non-alcoholic beverage, and $2.50 to use the restroom on the plane. Between Ryanair and the customer there is a Blank______ gap.

communication

An airline employee is able to make a decision at the moment of assigning a passenger a seat at the gate when it is obvious the flier is in a wheel chair. The firm has Blank______ the employee by allowing him to move the passenger to first-class seating.

empowered

When a firm such as Ruth's Chris Steak House tells servers to "use your best judgment" in serving a customer who is not satisfied with his or her $40 steak, it is allowing the server to make decisions at the point of delivery. This is called .

empowerment

A restaurant is facing a problem in service delivery on a night when there are twice as many customers dining as usual. An integral part of recovery of the service dilemma is to provide both distributive and procedural ___in resolving the delays in getting all customers served.

fairness

True or False: Service providers that have high customer satisfaction ratings this year are unlikely to achieve the same level of satisfaction next year.

false

When a hotel has a service delivery problem such as a broken air conditioning system on a very hot weekend, one critical element of service recovery is to Blank______.

find a solution that seems fair to all customers

Jane has realized that she does not enjoy taking a taxi to work because there is substantial Blank______ in the delivery of the service depending on who is driving her cab that day.

heterogenity

In addition to providing service employees with emotional and instrumental support, management should offer the staff Blank______ that reward them for providing customers with good service.

incentives

services are ____, which means that they cannot be touched, tasted, or seen.

intangibile

In its marketing, Singapore Airlines might present the airline's new seats and emphasize their size in order to address which issue that is unique to services?

intangibility

assurance

knowledge and courtesy by employess and their ability to convey trust and confidence

One of the first steps in service recovery is that the firm needs to allow the customer to air his grievance and for the firm to Blank______ him.

listen to

For the marketing manager to be able to deliver consistent quality service, it is imperative to set Blank______.

measurable goals that are based on customer expectations

To address the intangible nature of services provided and allow patients to compare them to the services provided by others, a medical provider may Blank______.

offer cues to customers, such as comfortable waiting rooms and sparkling clean examination rooms with diplomas on the wall

Service providers cannot inventory or stockpile things like haircuts during slow times to "sell" later when the facility is busy. This characteristic of services is called Blank______.

perishability

A convenient location and a presence on the Internet are both important characteristics of which of the marketing Ps for services?

place

Despite having to deal with difficult guests, the service provider can be motivated to provide "service with a smile" when the firm Blank______.

provides support and incentives to motivate quality service

One of the most important factors for adequate service recovery is for the provider to Blank______.

respond to the customer and resolve the problem quickly

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

service

One of the most effective methods to assess how well a firm is delivering adequate service to consumers is to employ the Blank______ Model to evaluate their service provision.

service gaps

A customer with a complaint about the way in which a washing machine repair was made will become increasingly more annoyed with the service provider Blank______.

the longer it takes to get an answer from the firm

True or False: Delivery gaps always result in a service failure.

true

What problem might occur if a grocery store decides to install self-checkout devices?

The technology will be too challenging for some customers.

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

adds to marketing efforts by helping to meet the customers' needs and wants

When many students are complaining about a problem at an online university, one of the best things the university can do to better serve its students is to Blank______.

honestly listen to students' complaints and use their messages to build a committed relationship

The primary reason there is greater heterogeneity in services than in products is because Blank______.

human inputs generate differences

One difference between products and services is demonstrated by a hair salon, where the stylist delivers the service at the same time the customer receives it. This is called Blank______.

inseperability

One of the basic ways in which services differ from products is that production and consumption are Blank______ from each other. Consequently, service providers often include options for the customer to become more involved in the production of the service, which usually results in greater customer satisfaction.

inseperable

United Airlines flies a plane from LA to NY at 8 o'clock on Tuesday morning only 25 percent full. On Friday, the same flight is overbooked by 15 percent. United is unable to capture and save the unused seats from the previous flight, and instead has to pay passengers to fly on future flights. This is an example of the Blank______ of services.

perishability

Poor service delivery can be converted into a positive interaction through service Blank______ an effort that resolves the problem fairly and shows the buyer that the firm is listening to the complaint.

recovery

Lilly went to the Yummy Fork for lunch, and when her food arrived, it was not what she ordered. She later posted a negative comment about the Yummy Fork on a blog. Which one of the five service dimensions was used by Lilly to determine she did not like the service by the Yummy Fork?

reliaBILITY