Services Marketing Exam 1 Jill Davis

Which of the following is NOT a factor that contributes to Provider Gap 1 (the Listening Gap)?

Advertising that over-promises

Which of the following is NOT a key contributing factor for Provider Gap 3 (the Service Performance Gap)?

Efficient marketing research systems

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

Heterogeneity

Which of the following is a key contributing factor for Provider Gap 2 (the Service Design & Standards Gap)?

Inappropriate physical evidence and servicescape

_____ is the difference between what customer expectations of service actually are and what the company understands them to be.

Provider Gap 1 - the Listening Gap

______ occurs when a company accurately understands customers' expectations for service but doesn't develop the right service designs or performance standards to meet them.

Provider Gap 2 - the Service Design & Standards Gap

_____ refers to differences between service performance and the service provider's external communications about the service.

Provider Gap 4 - the Communication Gap

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 context of the zone of tolerance, _____ service represents expectations for the minimum tolerable level of service, or the bottom level of performance acceptable to the customer.

adequate

Which of the following statements describes a marketing implication that results from the intangibility of services?

all of the above

The _____ gap refers to the difference between customers' expectations and perceptions of service.

customer

In the context of the zone of tolerance, _____ service is the level of service the customer hopes to receive.

desired

Which of the following statements describes a marketing implication that results from the simultaneous production and consumption of services?

employees affect the service outcome

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

expectations

_______ qualities are attributes that can be discerned only after purchase or during consumption.

experience

Tom's flight was delayed by 15 minutes, but he was okay with that because he had rushed to the airport and wanted a soda. Tom's attitude regarding the flight departure exemplifies: a) his expectations for adequate service b) uncontrollable situational factors c) his predicted service

his expectations for adequate service (his expectations for adequate service regard the flight being delayed a maximum of 15 minutes)

Service-related cues such as decor that lead to inferences about what a service should or will be like are referred to as _____.

implicit service promises

Service companies can close Provider Gap 4 (the Communication Gap) by:

improving communications between sales and operations departments

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

intangibility

The primary distinguishing characteristic of services is:

intangibility

A customer's expectations for service performance will be influenced by their _____, or their previous exposure to services that are relevant to a focal service.

past experiences

In the context of the expanded marketing mix for services, the term _____ refers to all human actors who play a part in service delivery and thus influence buyers' perceptions.

people

_____ refers to the set of service options that the customer views as comparable solutions.

perceived service alternatives

Customers' _____ of service are based on their subjective assessments of their actual experiences.

perceptions

_____ refers to the fact that services cannot be saved, stored, resold, or returned.

perishability

States or conditions essential to the physical or psychological well-being of a customer and that are also pivotal influences on 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

In the context of the expanded marketing mix for services, _____ is the term used to refer to the procedures and operating systems by which a service is delivered.

process

_______ qualities are attributes that a customer can determine or assess prior to purchase and consumption.

search

Among the following terms, _____ best describes entities whose core offering is a service.

service company

Among the following terms, _____ best describes the services offered for sale by entities whose core business is manufactured goods.

service product

In the simplest terms, _____ are deeds, processes, and performances.

services

The expanded marketing mix for services that includes the fundamental four Ps (product, price, promotion, and place) as well as people, physical evidence, and process, is referred to as the _____.

seven P's of services marketing

Short-term or temporary factors that influence how readily a customer will revise their expectations for adequate service are known as ____.

situational factors

Statements made by parties other than the service provider that influence expectations for what the service will be like are referred to as _____.

word-of-mouth communications

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

zone of tolerance