BA 370 Ch 13

perishable

A characteristic of a service: it cannot be stored for use in the future.

Tangibles

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

Assurance

Knowledge and courtesy by employees and their ability to convey trust and confidence

instrumental support

Providing the equipment or systems needed to perform a task in a job setting.

One of the problems in using customer complaint behavior to assess buyers' service expectations is that Blank______. Multiple choice question. it is extremely time consuming and is essentially dated by the time it is processed managers often are more concerned with resolving the complaint than analyzing the essence of the problem managers usually do not respond to customer complaints so there is no record of the information it is very costly to collect and process given the value of the information

managers often are more concerned with resolving the complaint than analyzing the essence of the problem

inseparable

A characteristic of a service: it is produced and consumed at the same time; that is, service and consumption are inseparable.

intangible

A characteristic of a service; it cannot be touched, tasted, or seen like a pure product can.

Which of the following products or services is considered perishable in the sense that it cannot be stockpiled? Multiple choice question. A package of gum A box of candles A dental exam A pair of shoes

A dental exam

Service Gaps Model

A managerial tool designed to encourage the systematic examination of all aspects of the service delivery process and prescribe the steps needed to develop an optimal service strategy.

service

Any intangible offering that involves a deed, performance, or effort that cannot be physically possessed; intangible customer benefits that are produced by people or machines and cannot be separated from the producer.

heterogeneity

As it refers to the differences between the marketing of products and services, the delivery of services is more variable.

Which of the following situations best illustrates how a firm can offer employees emotional support and stand behind the employees' actions? Multiple choice question. At a picture framing store, employees are told to ignore unruly, dissatisfied customers and wait on other buyers first. At a copy center, part-time employees are encouraged to turn over any unhappy customer to the supervisor immediately. At a dry cleaning store, employees are told not to charge unhappy customers but to enter their name on a "black list" of clients. At the return desk at a large home repair store, employees are taught not to accept any item that is no longer in an unopened package.

At a copy center, part-time employees are encouraged to turn over any unhappy customer to the supervisor immediately.

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? Multiple choice question. Mary had trouble finding the coffee aisle because the signs were unclear. Mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register. It took Mary a little longer to find what she needed since they recently remodeled the store. Mary did not find a parking spot that was as close as she wanted to the store.

Mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register.

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.) Multiple select question. Provide incentives and support for service providers Implement self-service technologies Empower employees to work in the customer's best interest Ask each customer what level of service he or she expects when he or she enters the business

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

Which statements about dealing with service failures are true? (Choose every correct answer.) Multiple select question. The company should have a preapproved set of resolutions ready to apply. The proper approach can create a somewhat positive outcome from a negative experience. Teamwork between the company and customers usually gives the best result. The company should find a way to involve customers in the actual resolution process. Customers are happiest if the company listens to their complaints and then tells them what to do.

The proper approach can create a somewhat positive outcome from a negative experience. Teamwork between the company and customers usually gives the best result. The company should find a way to involve customers in the actual resolution process.

What are some common problems caused by the use of technology in a service setting? Multiple select question. The technology is less efficient than a human. The technology does not perform adequately. Customers dislike replacing humans with machines. Customers do not understand how to use the technology.

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

The most fundamental difference between services and goods is that services are Blank______. Multiple choice question. incentives homogeneous intangible cheaper

intangible

standards gap

A type of service gap; pertains to the difference between the firm's perceptions of customers' expectations and the service standards it sets.

communication gap

A type of service gap; refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises.

knowledge gap

A type of service gap; reflects the difference between customers' expectations and the firm's perception of those expectations.

delivery gap

A type of service gap; the difference between the firm's service standards and the actual service it provides to customers.

Reliability

Ability to perform the service dependably and accurately

voice-of-customer (VOC) program

An ongoing marketing research system that collects customer inputs and integrates them into managerial decisions.

Empathy

Caring, individualized attention provided to customers

emotional support

Concern for others' well-being and support of their decisions in a job setting.

service quality

Customers' perceptions of how well a service meets or exceeds their expectations.

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.) Multiple select question. Empower employees to work in the customer's best interest Provide incentives and support for service providers Implement self-service technologies Ask each customer what level of service he or she expects when he or she enters the business

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

Service providers that have high customer satisfaction ratings this year are unlikely to achieve the same level of satisfaction next year. True false question.TrueFalse

False

Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.) Multiple select question. Profitability Heterogeneity Perishability Intangibility

Heterogeneity Perishability Intangibility

Which of the following is most likely to lead to high levels of customer loyalty? Multiple choice question. Low prices High customer satisfaction ratings High levels of customer dissonance Intangible compensation for service failures

High customer satisfaction ratings

Which of the following are benefits that a service provider receives from engaging in effective service recovery? Multiple select question. Higher levels of customer satisfaction than prior to the service failure Lower service costs Improved word of mouth Increased purchase intention

Improved word of mouth Increased purchase intention

empowerment

In the context of service delivery, means allowing employees to make decisions about how service is provided to customers.

distributive fairness

Pertains to a customer's perception of the benefits he or she received compared with the costs (inconvenience or loss) that resulted from a service failure.

procedural fairness

Refers to the customer's perception of the fairness of the process used to resolve complaints about service.

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? Multiple choice question. Tangibles Empathy Assurance Reliability

Reliability

service gap

Results when a service fails to meet the expectations that customers have about how it should be delivered.

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. Multiple choice question. Intangibility Knowledge Service Recovery Service Gaps

Service Gaps

customer service

Specifically refers to human or mechanical activities firms undertake to help satisfy their customers' needs and wants.

zone of tolerance

The area between customers' expectations regarding their desired service and the minimum level of acceptable service—that is, the difference between what the customer really wants and what he or she will accept before going elsewhere.

Which of the following would most likely cause the delivery gap to negatively impact service quality? Multiple choice question. The company fails to accurately forecast supply and demand. The company encourages an upward flow of information from customers. The company doesn't understand what the customer wants. The company uses too many ads in its advertising campaign.

The company doesn't understand what the customer wants.

Which statements about dealing with service failures are true? (Choose every correct answer.) Multiple select question. The company should find a way to involve customers in the actual resolution process. The proper approach can create a somewhat positive outcome from a negative experience. Customers are happiest if the company listens to their complaints and then tells them what to do. The company should have a preapproved set of resolutions ready to apply. Teamwork between the company and customers usually gives the best result.

The company should find a way to involve customers in the actual resolution process. The proper approach can create a somewhat positive outcome from a negative experience. Teamwork between the company and customers usually gives the best result.

Which of the following usually leads to the best outcome for a service failure? Multiple choice question. The company works with the customers to find a solution. Customers find their own solution. A company works to find its own solution. A third party finds a solution and imposes it on the company and customers.

The company works with the customers to find a solution.

What problem might occur if a grocery store decides to install self-checkout devices? Multiple choice question. The technology will be too challenging for some customers. The technology will be less accurate in counting money than human employees. The technology will lead to customers purchasing fewer items. The technology will be more expensive in the long run than paying human employees

The technology will be too challenging for some customers.

Which of the following is NOT a method to reduce delivery gaps? Multiple choice question. Provide support and incentives Empower employees Use technology to minimize errors Threaten to terminate employees

Threaten to terminate employees

Delivery gaps always result in a service failure. True false question.TrueFalse

True

In the context of the Service Gaps Model, which of the following should the management do to bridge the knowledge gap? Multiple choice question. Empower service providers Promise realistic services Use marketing metrics such as service quality and the zone of tolerance Train employees to meet and exceed standards

Use marketing metrics such as service quality and the zone of tolerance

Which of the following characteristics is NOT one that distinguishes services from products? Multiple choice question. Volatility Heterogeneity Intangibility Perishability Inseparability

Volatility

Responsiveness

Willingness to help customers and provide prompt service

Customer service is best represented by which of the following statements? Customer service Blank______. Multiple choice question. mandates that all customer needs must be met defines the task of marketing an intangible or primarily intangible item adds to marketing efforts by helping to meet the customers' needs and wants ensures that customers become lifelong customers

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

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. Multiple choice question. knowledge standards communication delivery

communication

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.

communications

An effective method to assess customer service expectations is to analyze customer Blank______ behavior in which management is told by buyers what dissatisfies them. Multiple choice question. exit loyalty complaint buying

complaint

Janet had to deal with a very difficult customer who wanted to be given complimentary services such as free flights and upgrades on future flights when he very vocally complained in the airport about delays and lost luggage. He screamed at Janet and was very offensive. Her supervisor made Janet feel a little better about the unsettling experience by offering Blank______ support and commending her on how she handled the difficult passenger. Multiple choice question. instrumental financial physical emotional

emotional

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. Multiple choice question. supported incentivized rewarded empowered

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

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______. Multiple choice question. ask each customer who complains what they feel would be equitable find a solution that seems fair to all customers offer the customers who complain the most an equivalent number of nights free on a future stay offer the most frequent customers an equivalent number of nights free on a future stay

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. Multiple choice question. intangibility heterogeneity perishability price differential

heterogeneity

The primary reason there is greater heterogeneity in services than in products is because Blank______. Multiple choice question. human inputs generate differences of the increasing use of technology in delivering services of unknown outcomes on the buyer's part cost inequities generate differences

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______. Multiple choice question. inseparability intangibility perishability heterogeneity

inseparability

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. Multiple choice question. perishable infinite intangible inseparable

inseparable

Services are , ? which means that they cannot be touched, tasted, or seen.

intangible

One of the best ways for managers to reduce the Blank______ gap is to conduct ongoing research and regularly talk with employees to explain what customers expect to get from the brand and the firm. Multiple choice question. standards knowledge delivery communication

knowledge

The marketing manager needs to communicate with customers and employees on an ongoing basis in order to understand buyers' expectations and to reduce the Blank______ gap. Multiple choice question. communications standards delivery knowledge

knowledge

For the marketing manager to be able to deliver consistent quality service, it is imperative to set Blank______. Multiple choice question. measurable goals that are based on customer expectations high employee-to-customer ratios high prices to impart high quality general goals based on employee feedback

measurable goals that are based on customer expectations

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______. Multiple choice question. inseparability intangibility perishability infinity

perishability

Despite having to deal with difficult guests, the service provider can be motivated to provide "service with a smile" when the firm Blank______. Multiple choice question. provides support and incentives to motivate quality service does not deal with unruly customers and removes them from the service list establishes a policy for the firm that the customer is NOT always right provides frequent training programs for employees

provides support and incentives to motivate quality service

Despite having to deal with difficult guests, the service provider can be motivated to provide "service with a smile" when the firm Blank______. Multiple choice question. provides support and incentives to motivate quality service provides frequent training programs for employees does not deal with unruly customers and removes them from the service list establishes a policy for the firm that the customer is NOT always right

provides support and incentives to motivate quality service

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. Multiple choice question. repositioning recovery recognition repetition

recovery

One of the most important factors for adequate service recovery is for the provider to Blank______. Multiple choice question. respond to the customer and resolve the problem quickly guarantee that all problems will eventually be resolved in the order in which they occur find a solution that costs the company the least amount of money possible allow the customer to solve the problem on his or her own

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

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. Multiple choice question. standards delivery communication knowledge

standards

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______. Multiple choice question. the longer the service provider listens to his or her complaint the longer it takes to get an answer from the firm as the perceived fairness of the process increases as the compensation becomes more tangible

the longer it takes to get an answer from the firm