Service Marketing Ch 2-4
4. (p. 35) The _____ gap is the difference between customer expectations and perceptions.
A. Customer
21. (p. 58) A(n) _____ expectation occurs when customer expectations are driven by another person or group of people.
A. Derived service
5. (p. 53) _____ service is the level of service the customer hopes to receive.
A. Desired
27. (p. 91) 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, fulfillment, system availability and privacy
20. (p. 37) The Ritz-Carlton Hotel trains each employee to note the likes and dislikes of regular customers and record this information into a computerized guest history profile that provides information on the preferences of 240,000 repeat Ritz-Carlton customers. Through the use of this customer database, the Ritz-Carlton is able to provide more personalized service to its guests. If, for example, a guest prefers a feather pillow or always orders a glass of sherry before retiring, this information can be entered in the database and these needs can be anticipated and met. By providing more personalized service, the Ritz-Carlton is narrowing provider _____ of the gaps model of service quality.
A. Gap 1
10. (p. 36-37) Enterprise Rent-A-Car closely ties customer service to employee success. With a tracking system called the Enterprise Service Quality Index (ESQi), the company routinely follows up with customers by phone to determine their level of satisfaction with the company. Only completely satisfied customers count toward an employee ESQi score, which is used to measure employee's potential for promotion. Enterprise closes provider _____ by using marketing research.
A. Gap 1
12. (p. 36-37) When IKEA, the world's largest furniture retailer, wanted to open a store in Chicago, the company asked groups of customers to dream up their ideal shopping experience and draw a design for a store that would satisfy their needs. IKEA subsequently incorporated the customers' ideas into the service design for the store. Instead of simply conducting surveys to determine customer expectations, IKEA put customers in a "wish mode" and successfully used an innovative approach to close provider _________ of the gaps model of service quality.
A. Gap 1
16. (p. 36-37) 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 1
18. (p. 36-37) The 25th Hour Inc. is a business that runs errands for people. Its employees have been called in to care for a toddler when her mother went into labor, to buying groceries for a mother who wanted to attend her child' soccer game and to decorate for parties. If any customer is not completely happy with the service The 25th Hour provides, its employees are told to immediately refund the customer's money (less any expenses) as soon as the complaint is made known. This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality.
A. Gap 1
19. (p. 37) Frequent travelers on airlines know one of the costs of traveling is damaged baggage, but they also know that each airline will either repair or replace any luggage damaged by its baggage handlers. The ability to count on this service in the event a handle is torn off or the side of a bag is gashed helps the airlines narrow provider _____ of the gaps model of service quality.
A. Gap 1
12. (p. 57) As a service dimension increases in importance, a customer's zone of tolerance _____ and his or her desired and adequate service levels _____.
A. Narrows; increase
17. (p. 57) 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 __________.
A. Personal needs
36. (p. 62) One factor that influences adequate service is _____, the level of service that customers believe they are likely to get.
A. Predicted service
17. (p. 89) Southwest Airlines has consistently had one of the best on-time performance records in the airline industry. A critical factor in Southwest's success has been its use of second tier airports such as Midway in Chicago, Hobby in Houston, City in Detroit and Ontario in Los Angeles. These lower traffic airports allow Southwest to have a faster turnaround for its airplanes so they spend a greater percentage of their time in the air. Seventy percent of Southwest's flights have a turnaround time of 15 minutes. Southwest Airline's on-time performance reflects the _____ dimension of service quality.
A. Reliability
18. (p. 89) _____ has consistently proven to be the most important determinant of service quality.
A. Reliability
11. (p. 83) Which of the following statements about the American Customer Satisfaction Index (ACSI) is true?
A. The ACSI demonstrates to service providers that there is much room for improvement in customer satisfaction
10. (p. 54) Jamie's 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 tolerance
6. (p. 53) _____ service represents the minimum tolerable expectation, the bottom level of performance acceptable to the customer
B. Adequate
33. (p. 41) Provider gap 3 of the gaps model of service quality is caused by:
B. Advertising that over-promised
45. (p. 44) Service companies can close provider gap 4 by doing all of the following EXCEPT:
B. Conducting market research
19. (p. 58) 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 families 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 ____________.
B. Derived service expectations
12. (p. 84) Which of the following industries would be ranked highest by the American Customer Satisfaction Index (ACSI)?
B. Electronics
5. (p. 35) Customer _____ are the standards for performance against which service experiences are compared.
B. Expectations
26. (p. 40) 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 private booth, which contains an ergonomically-designed chair, muted lights and New Age-style music. The walls are painted calming shade of blues and greens. By using physical evidence to reduce anxiety, Teethart is narrowing provider _____ of the gaps model of service quality.
B. Gap 2
21. (p. 37,39) Provider ______ is the difference between company understanding of customer expectations and the development of customer-driven service designs and standards.
B. Gap 2
25. (p. 39-40) FedEx developed a 12-item statistical Service Quality Indicator to measure customer satisfaction and service quality. The index is comprised of customer-defined performance standards such as number of missed pick-ups, number of lost packages and number of late deliveries. Each of the performance standards is weighted based on the relative importance of each standard to customers. By developing a Service Quality Indicator that incorporates customer-defined performance standards, FedEx is closing provider _____ of the gaps model of service quality.
B. Gap 2
29. (p. 40) Home Design is a reasonably priced source for home decorating items like bronze bookends and silver candlesticks. Until its recent remodeling, customers who happened into the store were often disappointed because they expected the store to be a discount store. The front of the store had some masonry damage. Its parking lot needed repaving. Its store windows were stained and one was cracked. Now customers who enter the store expect to find unique decorating items because the outside of the store is so tastefully done. This change in servicescape was a way to narrow provider _____ of the gaps model of service quality.
B. Gap 2
25. (p. 59) 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.
B. Higher than
33. (p. 93) Which of the following statements about service encounters is true?
B. If a customer is interacting with a firm for the first time, that initial encounter will create a first impression of the organization
13. (p. 87) _____ quality refers to how a service is delivered to the customer.
B. Interaction
14. (p. 57) Customers' tolerance zones vary for different service attributes or dimensions. The_______________ the factor, the __________ the zone of tolerance is likely to be.
B. More important; narrower
18. (p. 58) 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.
B. Personal service philosophy
19. (p. 90) The _____ dimension of service quality refers to the willingness to help customers and provide prompt service.
B. Responsiveness
29. (p. 92) When consumers have problems with a Web site, they use _____ dimensions to evaluate e-service quality.
B. Responsiveness, compensation and contact
5. (p. 81) Business travelers today are more likely to order room service than ever before. A tired piece of chicken in a congealed sauce kept company by a heap of wilted lettuce will likely cause the customer to think negatively about his or her hotel stay. This is an example of how _____ influences customer satisfaction.
C. A product feature
1. (p. 35) The central focus of the gaps model of service quality is the:
C. Difference between customer expectations and perceptions
31. (p. 93) 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.
C. Encounter
30. (p. 91) Anika belongs to an Internet library, which lets her trade books she no longer wants for like-valued items she does want. Most members follow the rules of the Web site, but a few unscrupulous members do not mail requested books because they are more interested in acquiring books than sharing them with others. Anika has the potential to experience problems with which e-service quality dimension as she trades books?
C. Fulfillment
36. (p. 41) 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. It is very likely that wedding planners in New Delhi have difficulty narrowing provider ______ of the gaps model of service quality due to their inability to match supply and demand.
C. Gap 3
6. (p. 81) Because Virginia's brother died while he was cashing a check at the local bank, Virginia has always hated any type of banking. When it became necessary for her to go to the bank to empty her brother's safe deposit box, she complained the whole time about the inept service, the too-cold air conditioning and the poor parking. Virginia's customer satisfaction was adversely influenced by:
C. Her emotional state
2. (p.52) The highest customer expectations are referred to as _____ expectations.
C. Ideal
49. (p. 44) The marketing that goes on between an insurance agent and a current customer that is buying car insurance for a new teenage driver is an example of _____ marketing.
C. Interactive
32. (p. 119) On a recent trip to Disneyland, Rose had her picture taken with Minnie Mouse. After the picture was taken, Minnie Mouse signed Rose's autograph book. Rose's interaction with Minnie Mouse was actually a(n) _______ with Disneyland.
C. Service encounter
35. (p. 61) A wildcat strike by garbage collectors in a large metropolitan city during prime tourist season will most likely cause tourists to cut short their visit and have a poor image of the city. The wildcat garbage strike is an example of a(n):
C. Uncontrollable situational factor
1. (p. 79) Which of the following statements about customer satisfaction and service quality is true?
D. Customer satisfaction is influenced by perceptions of service quality
22. (p. 39) _____ standards are operations standards set by a service firm to correspond to customer expectations.
D. Customer-driven
25. (p. 90-91) Ally Bank advertises "24/7 live customer care" which means that customer can call by telephone and speak with a human being about their banking matters any time of day or night. Ally Bank customers never have to talk to a machine. With this service feature, Ally Bank is emphasizing the _________ dimension of service quality.
D. Empathy
40. (p. 44) Provider _____ is the difference between service delivery and the service provider's external communications.
D. Gap 4
8. (p. 82) Raul took his dog Buffy to dog training school to stop Buffy from barking. As soon as the dog returned home, she started her same pattern of barking. Raul was highly critical of the trainers for not teaching Buffy not to bark even though he had not continued the reinforcement technique he was supposed to use to encourage Buffy's good behavior. Raul customer satisfaction was adversely affected by:
D. His attribution for service failure
44. (p. 63-64) 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):
D. Implicit service promise
3. (p. 36) To close the customer gap, the gaps model of service quality suggests that the _______ gaps need to be closed.
D. Provider
33. (p. 60) 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):
D. Uncontrollable situational factor
38. (p. 98) In ___________ encounters, the tangible evidence of the service and the quality of the technical processes and systems are the primary bases for judging quality.
E. Remote
49. (p. 103) Because the customer essentially provides his/her own service, Internet-based services, automated phone services and services delivered via DVD or video technology are often referred to as _______________.
E. Self-service technologies
6. (p. 35) Which of the following is NOT a source of customer expectations?
E. Target market
27. (p. 59) 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 customer who believe it is not possible to get better service elsewhere.
A. Adequate service
13. (p. 56) 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.
A. Adequate service level; desired service level
20. (p. 58) Hildy's children are giving her a weekend trip to a Lake Tahoe resort. Their expectations of the amenities and services the resort will provide are much higher because they are planning the trip for their mother's approval rather than for their own use. This is an example of a(n) _____ expectation.
A. Derived service
22. (p. 58) 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.
A. Derived service
7. (p. 53) 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.
A. Desired
43. (p. 63) 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):
A. Explicit service promise
34. (p. 98) In a __________ encounter, both verbal and non-verbal behaviors are determinants of quality, as are tangible cues such as employee appearance and informational brochures.
A. Face-to-face
14. (p. 36-37) 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. Telpizza's use of a frequency marketing program has allowed it to narrow provider _____ of the gaps model of service quality.
A. Gap 1
11. (p. 36-37) The Oaks at Ojai is an award-winning destination spa in California. Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas. Just before heading home, each guest is asked to complete a questionnaire and provide feedback about his or her experience. Questions are specific and management meets weekly to review and discuss the improvements suggested by guests. Each guest who completed a questionnaire receives a letter of thanks with a promise to follow up on any issues mentioned. By conducting research and focusing on customer relationships, The Oaks is closing provider _________ of the gaps model of service quality.
A. Gap 1
7. (p. 36) Provider _____ is the difference between customer expectations of service and company understanding of those expectations.
A. Gap 1
38. (p. 62) Which of the following statements about predicted service is true?
A. If the consumer predicts good service, the level of adequate service is likely to be higher than if he or she predicted poor service
42. (p. 44) Service companies can close provider gap 4 by:
A. Improving communications between sales and operations departments
16. (p. 57) When Maria 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. Maria's desired expectation to see her doctor the same day she became sick resulted from a(n):
A. Personal need
43. (p. 99) Last Thursday Dylan and Tori had dinner at Pig Pete's, a new restaurant they had a heard about from friends. When they received their order of buffalo wings, Dylan noticed the wings were cold and dried out instead of being hot and moist. Dylan complained to their waitress, who apologized, brought out a plate of freshly cooked buffalo wings and told Dylan and Tori that they would not be charged for the buffalo wings. The couple's experience at Pig Pete's is an example of which type of service encounter incident?
A. Recovery
35. (p. 98) A service encounter that occurs without any direct human contact is a(n) _____ encounter.
A. Remote
37. (p. 62) Which of the following is NOT a source of desired service and predicted service?
A. Situational factors
14. (p. 87) 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 physical environment quality led the family to think less of the overall service quality
15. (p. 36-37) Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing.
A. Transactional
44. (p. 99) When Marcus Ross arrived at the airport Enterprise Rent-A-Car to pick up a reserved SUV, he was told the agency had no such car on the lot and that it had no record of him making a reservation. The rental agency's customer service representative Gene Lowery apologized profusely and called other agencies until he located an SUV at an agency several miles away. Lowery personally drove him to the other agency, knocked 20 percent off the rental fee, handed Ross $2 to pay a toll that he would now have to pay to get to his destination and gave him a free tank of gas. Ross's experience at Enterprise is an example of which type of service encounter incident?
B. Adaptability
8. (p. 53) Leonard has been commuting to New York City on the Long Island Railroad for ten 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 5 minutes late. Leonard's expectation that his train will be 5 minutes late reflects his _________ level of service for the Long Island Railroad.
B. Adequate
28. (p. 39-40) The Oaks at Ojai is an award-winning destination spa in California. Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas. The owner and staff of The Oaks are committed to delivering the best service possible. Each employee is carefully selected and trained, every event happens with precision, guest questionnaires are thoroughly reviewed, and improvements suggested by guests are implemented. By having service standards that reflect what customers expect, The Oaks at Ojai is closing provider _________ of the gaps model of service quality.
B. Gap 2
30. (p. 39-40) When the toddler's ball rolled under the motel bed, his mother was surprised to find a dirty sock and used crumbled tissues under the bed also. This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider _____ of the gaps model of service quality.
B. Gap 2
4. (p. 52) 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?
B. Normative
8. (p. 37) Which of the following factors is NOT a factor leading to provider gap 1?
B. Over-promising
15. (p. 57) Steve, a baseball fan who regularly goes to games right after work, is thirsty and hungry by the time he gets to the ballpark. He hopes and desires that the food and drink vendors will visit his section of the stands frequently. Another fan, Bart, who regularly has dinner elsewhere before he attends games, has a lower level of desired service from the food and drink vendors at the ballpark. In this example, Steve and Bart have different ____________ that shape their desired level of service.
B. Personal needs
24. (p. 58) 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:
B. Personal service philosophy
23. (p. 58) As a teenager, Louis spent his summers as a lifeguard. When he and his children went to swim at a public swimming pool, he noticed its lifeguards seemed to spend all of their time flirting with each other and not watching for swimmers in distress as Louis had been taught to do. Because of his __________, Louis had his children pack up their belongings and leave the pool.
B. Personal service philosophy
20. (p. 90) Betina had a group of checks that she needed to deposit and another that she needed to cash for a trip she was leaving on the next day. When she got to her bank on Saturday, she was very disappointed to see it was closed. There was one car in the parking lot and a man was walking toward it. She pulled into a place to decide what to do. The man she had seen walked up to her car and asked if he could help. When she explained her problem, the man introduced himself as the bank's vice president and offered to cash her checks with the money he had in his wallet. Betina has since learned that this kind of service is commonplace at her bank. She knows the bank focuses on the _____ dimension of service quality.
B. Responsiveness
The three themes that underlie customer evaluation of satisfying SSTs are:
B. Solved an intensified need; better than the alternative; did its job
36. (p. 98) Phone encounters are a type of ___________ in which tone of voice, employee knowledge and effectiveness of handling customer issues are important criteria for judging quality.
B. Technology-mediated encounter
28. (p. 60-61) During the days following Hurricane Katrina, 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 hurricane. These customers were quite forgiving during this time because they recognized that service performance was being affected by:
B. Uncontrollable situational factors
49. (p. 64) Johanna wants to learn self-defense and has signed up for a class at her local YMCA. She chose this particular class because her sister took it last year and told her it was a great class. While Johanna has never had a need to defend herself, everyone tells her it is a good idea to learn how. Johanna's service expectation for the class was shaped by:
B. Word-of-mouth communication
21. (p. 90) For years, Allstate Insurance has used the slogan, "You're in good hands with Allstate." Which dimension of service quality is this Allstate promotional campaign emphasizing?
C. Assurance
23. (p. 90) When customers feel uncertain about their ability to evaluate services with high levels of credence qualities such as banking and insurance, the ________ dimension of service quality is likely to be particularly important.
C. Assurance
50. (p. 68) Product and service features that are unexpected and surprisingly enjoyable are known as ___________.
C. Delights
32. (p. 41) Which of the following factors does NOT cause provider gap 3?
C. Efficient marketing research systems
11. (p. 55) 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:
C. Expectations
37. (p. 98) The greatest potential variability in the interaction between a customer and a service firm occurs in a(n) _____ service encounter.
C. Face-to-face
31. (p. 40) Provider _____ is the discrepancy between the development of customer-driven service standards and actual service performance by company employees.
C. Gap 3
35. (p. 40-41) The owner of a small but growing business, Terry Franklin was becoming overwhelmed with requests from his outside customer service representatives for decisions about solutions to customer problems. Noting the mountain of his own work that was piling up, he instituted a policy change and informed the representatives. "Keep the customers happy," he said. "f it's a problem that takes less than $100.00 to fix, there's no need to call me. Use your judgment and go ahead and fix it." Terry Franklin is using empowerment to narrow provider __________ of the gaps model of service quality.
C. Gap 3
37. (p. 41) 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.
C. Gap 3
38. (p. 41) The New York Palace, an upscale hotel in New York City, synchronizes demand and hotel capacity by offering an attractively priced weekend package during the fall when demand for its rooms slows down. In addition to having a luxury-filled weekend at the New York Palace for $219 per night, guests enjoy very select privileges from Saks Fifth Avenue. Its weekend package provides a personal shopping coordinator, complimentary gift wrap and package delivery to the hotel, individual beauty consultation and a 10 percent Saks discount. The New York Palace's weekend package closes provider ____ of the gaps model of service quality.
C. Gap 3
7. (p. 81) Gwen's first trip to an amusement park was as a chaperone for a class of first grade students who were allowed to fill up on sugar on the bus trip to the park. By the end of the day, Gwen was very frustrated and very tired. Later when she revisited the amusement park, Gwen could not enjoy the experience because she kept remembering how miserable she had been acting as a chaperone. Gwen's satisfaction with amusement parks was adversely influenced by:
C. Her emotional state
31. (p. 59) 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.
C. Higher; narrower
39. (p. 62) 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.
C. Level of adequate service will be higher
40. (p. 62) ________ is the level of service that customers believe they are likely to get during an impending transaction or exchange.
C. Predicted service
45. (p. 99) 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 named 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?
C. Spontaneity
9. (p. 36-37) Which of the following 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
34. (p. 60) 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.
C. Uncontrollable situational factor
47. (p. 64) Before going out to dinner with her husband at Formia Ristorante, a contemporary Italian restaurant in New Jersey, Jennifer read a review of Formia in the local newspaper. The review indicated Formia is an unpretentious and unassuming, but exceptionally fine, contemporary Italian restaurant. Five servers who are under the owner's watchful eye attentively care for the fourteen roomy tables in the single large dining room. What the servers may lack in experience is more than compensated for by tempered enthusiasm and sincere desire to ensure guests are comfortable. The review of Formia that Jennifer read is a(n):
C. Word-of-mouth communication
42. (p. 99) Which of the following themes is NOT a source of customer satisfaction/dissatisfaction in service encounters?
D. Credibility
40. (p. 99) To determine the source of customers' favorable and unfavorable perceptions in service encounters, researchers use which of the following research methods?
D. Critical incident technique
41. (p. 99) Allstate changed its insurance billing procedure after research revealed customers wanted flexible payment plans and billing information presented in an easy-to-read format. What type of research would Allstate most likely have used to discover how customers perceived Allstate's billing procedure?
D. Critical incident technique
24. (p. 90) The _____ dimension of service quality is the caring, individualized attention given to customers.
D. Empathy
1. (p. 51) Customer _____ are beliefs about service delivery that function as standards against which performance is judged.
D. Expectations
39. (p. 44) Olivia and Ian were due to be wed last March when a tornado blew down the church where the wedding was to be held. Even though the wedding was postponed and they risked losing over one thousand dollars in deposits, they were not worried because they had purchased wedding insurance. The salesperson had guaranteed they would have a perfect wedding no matter what happened. When Ian called the insurance agent, he learned that the policy did not provide coverage if the wedding was postponed due to an act of nature such as a tornado. In this case, provider _____ of the gaps model of service quality was apparent as their "perfect wedding" did not happen as promised.
D. Gap 4
46. (p. 44) Extron Electronics sells 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 by calling a toll-free, number, sending an email, or using the company's website. 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. By integrating its services marketing communications, Extron is closing provider _____ of the gaps model of service quality.
D. Gap 4
47. (p. 44) American Airlines pilots and crews are trained to inform customers immediately when flight delays occur and to keep customers advised at regular intervals about the changes in a flight's schedule. By keeping customers informed during a flight, American Airlines is closing provider _____ of the gaps model of service quality.
D. Gap 4
48. (p. 42) The ads for a weight loss program that promised the program would change an individual's eating habits through hypnosis is probably overstating its usefulness because there are some people in the world that cannot be hypnotized. This sort of misleading advertising broadens provider _____ of the gaps model of service quality.
D. Gap 4
43. (p. 44) 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.
D. Gap 44. (p. 44) Marriott had an advertising campaign with the following theme: "You can't be late for business appointments and neither can we. At Marriott, if your breakfast doesn't show up on time, it won't show up on your bill. That's because we take our business just as seriously as you take yours. And our business is service. The commitment is what makes Marriott the business traveler's first choice". If a business traveler, who saw this advertisement, stayed at a Marriott hotel and did not receive breakfast on time and was charged for that breakfast, Provider _____ of the gaps model of service quality would have occurred. D. Gap 4
45. (p. 64) April 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. Avril'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. Avril chose the nurse because of a(n) _____, which makes her believe it is the method her mother will most approve of.
D. Implicit service promise
46. (p. 64) 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.
D. Implicit service promise
24. (p. 39) Service companies can close provider gap 2 by doing all of the following EXCEPT:
D. Improving communication between the marketing and operations departments
30. (p. 59) As the number of perceived service alternatives increases, the level of adequate service _____ and the zone of tolerance _____.
D. Increases; narrows
3. (p. 52) 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.
D. Minimum tolerable
48. (p. 104) Which of the following would lead to dissatisfying SSTs?
D. Poor design
17. (p. 36-37) Hertz Car Rental has a customer loyalty program called Gold Plus Rewards that rewards members with one point per dollar spent on qualifying rentals. Free weekend rentals can be earned for as few as 500 points. By having a customer loyalty program, Hertz is using __________ marketing.
D. Relationship
13. (p. 36-37) 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.
D. Relationship
2. (p. 35) The sources of customer expectations are market-controlled factors such as:
D. Sales promises
4. (p. 80) Which of the following statements about customer satisfaction is true?
D. Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences
26. (p. 59) The factors that influence adequate service expectations are _____ in nature and fluctuate _____ than the factors that influenced desired service expectations.
D. Short-term; more
15. (p. 87) Which of the following in NOT an example of technical outcome quality?
D. The sales associate greeting a customer in a specialty clothing store
32. (p. 60-61) 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.
D. Uncontrollable situational factors
16. (p. 87) Customers often cannot accurately evaluate the technical qualities of legal work like that provided when a homeowner refinances his or her property. Which of the following cues would the homeowner be likely to use to evaluate the legal services?
E. All of the above
2. (p. 81) Which of the following can influence how satisfied a customer is with a service?
E. All of the above
3. (p. 87) Which of the following incidents is likely to influence a customer's perception of service quality of an appliance store?
E. All of the above
39. (p. 98) Which of the following are determinants of service quality in a face-to-face service encounter?
E. All of the above
22. (p. 90) Why would a blood bank, which pays people for their blood donations and then sells this blood to hospitals, use the name Blood Assurance?
E. Because the assurance dimension of service quality inspires trust and confidence
47. (p. 103) Which of the following service encounter themes reflects employees' responding to problem customers, i.e., customers who are unwilling to cooperate with the service provider, other customers, industry regulations and/or laws?
E. Coping
46. (p. 102) A man who became intoxicated on a flight started speaking loudly, annoying the other passengers. The flight attendant asked the passenger if he would be driving when the plane landed and offered him coffee. He accepted the coffee and became quieter and friendlier. This is an example of which type of service encounter incident?
E. Coping
41. (p. 44) Which of the following factors does NOT lead to provider gap 4?
E. Creating clear standards
34. (p. 41) Service companies can close provider gap 3 by doing any of the following EXCEPT:
E. Developing customer-defined service standards
28. (p. 91) Research indicates that if an individual has to wait longer than eight seconds for an Internet site to download, then he or she will likely abandon plans to visit the site and move on to another site. In terms of the service quality dimensions that are used to evaluate web sites, a site that took longer than eight seconds to download would be lacking in _________.
E. Efficiency
42. (p. 63) J C. Penney recently instituted a new policy for returns that states, "Happy returns. Any item, anytime, anywhere. It's that simple." J. C. Penney's return policy is an example of a(n):
E. Explicit service promise
41. (p. 63) _____ are personal and nonpersonal statements about a service made by an organization to customers.
E. Explicit service promises
48. (p. 64-66) 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:
E. Past experience and explicit service promises
29. (p. 59) 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:
E. Perceived service alternatives
9. (p. 82) When customers have been surprised by a service outcome that is much better or worse than expected, they tend to look for reasons and their assessments of the reasons can influence their satisfaction. These perceived causes of service success or failure are known as:
E. Service attributions
27. (p. 40) The romantic mountain getaway seemed like the perfect Valentine's Day gift. The pictures in the brochure showed couples enjoying the amenities in their cabins. When the couple arrived, they found a cold, uninviting cabin with a shortage of creature comforts--no down-filled blankets, no wood for the fireplace, paper plates and cups and a broken chair. In this service example, the _____ was not what the customers expected.
E. Servicescape
26. (p. 91) 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 and 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.
E. Tangibles
10. (p. 82) Henri, Brad and Wesley are all studying to be dog groomers at a local Petsmart training academy. Henri and Brad believe they received inadequate training because they could not get a job when the course concluded. Wesley thinks the academy was a great experience and really enjoys grooming the pets at Pet Heaven Kennels. In this example, satisfaction levels were influenced by:
E. Their perception of equity
9. (p. 54) The extent to which customers recognize and are willing to accept variation in service performance is called the ____________:
E. Zone of tolerance
