MKT 396 Topics 1-6

_____ service represents the minimum tolerable expectation, the bottom level of performance acceptable to the customer

Adequate

One of the most frequently measured _________ is willingness to recommend the service.

Behavioral intentions

_____ service is the level of service the customer hopes to receive.

Desired

Customer _____ are the standards for performance against which service experiences are compared.

Expectations

An effective services research program includes either quantitative or qualitative research, but never both. (T or F)

False

Provider _____ is the difference between customer expectations of service and company understanding of those expectations.

Gap 1

The characteristic of a service that refers to differences in employees' performances is:

Heterogeneity

Which of the following factors leads to provider gap 2?

Inappropriate physical evidence and servicescape

The characteristic of a service that means that it cannot be seen, felt, tasted or touched is:

Intangibility

_____ is a key determinant of whether an offering should be classified as a product or a service.

Intangibility

_____ quality refers to how a service is delivered to the customer.

Interaction

To close the customer gap, the gaps model of service quality suggests that the _______ gaps need to be closed.

Provider

_____ marketing focuses on keeping and improving current customers, rather than concentrating on acquiring new customers.

Relationship

The _____ dimension of service quality refers to the willingness to help customers and provide prompt service.

Responsiveness

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

The primary goal of relationship marketing is to build and maintain a base of profitable and committed customers through attraction, retention and customer enhancement. (T or F)

True

The _____ gap is the difference between customer expectations and perceptions.

Customer

A primary goal of firms at the friendship stage of the relationship is:

Customer retention

The most critical stage in the service marketing research process is when the marketing researcher:

Defines the problem and research objectives

A(n) _____ expectation occurs when customer expectations are driven by another person or group of people.

Derived service

The _____ dimension of service quality is the caring, individualized attention given to customers.

Empathy

Which of the following types of interaction activities in a service organization is used to obtain ideas for service improvement?

Employee suggestions

From the customer's point of view, the most vivid impression of service occurs in the service _____ when the customer interacts with the service firm.

Encounter

As a service dimension increases in importance, a customer's zone of tolerance _____ and his or her desired and adequate service levels _____.

Narrows; increase

_____ has consistently proven to be the most important determinant of service quality.

Reliability

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

At the partnership stage of the customer relationship, the firm is most concerned with:

The enhancement of its relationship with the customer

Which of the following statements describes a benefit of critical incident studies?

The research method is especially useful when the service is new

For the organization, relationship marketing increases customer purchases, lowers costs and creates free word-of-mouth advertising. (T or F)

True

The extent to which customers recognize and are willing to accept variation in service performance is called the ____________:

Zone of tolerance