Services MKTG Chapter 4
A company that wants to excel at responsiveness should view service delivery and the handling of requests from the company's point of view.
False
A customer's refusal to comply with park regulations when riding a roller coaster in an amusement park will have no effect on his or her level of satisfaction.
False
All service encounters are equally important in building good customer relationships
False
All services have about the same number of service encounters
False
Service encounters that occur without any human contact are referred to as impersonal encounters.
False
Service marketing researchers all agree that the terms satisfaction and quality are interchangeable.
False
The letters ACSI are an acronym for the Association of Customer Service Institute, which measures customers' perceptions of service quality around the world.
False
For technology based service encounters which of the following is NOT a form of failure to deliver on the core promise? a. Technology system failure b. Process failures in follow-up c. Poor website design d. Errors on the part of the customer e. All of the above
e. All of the above
A service provider that wants to be perceived as empathetic should allow its employees to customize the services to meet the specific needs of each individual customer.
True
Although consumer satisfaction tends to be measured at a particular point in time as if it were static satisfaction is a dynamic, moving target.
True
Attributions influence perceptions of satisfaction with services.
True
Every service encounter is an opportunity to build satisfaction and quality.
True
Perceptions of equitable treatment by the service provider will affect customers' perceptions of service.
True
Service researchers have suggested that consumers judge the quality of services based on their perceptions of the technical outcome provided, the process by which that outcome was delivered, and the quality of the physical surroundings in which the service was delivered.
True
The most important determinant of perceptions of service quality among U.S. customers is reliability.
True
When considering customer satisfaction/dissatisfaction, the ability of the service providers to correct service delivery system failures is very important.
True
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 b. Public c. Personal d. Symbiotic e. Customer-controlled
a. Face to face
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 b. Adaptability c. Spontaneity d. Credibility e. Coping
a. Recovery
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 b. Responsiveness c. Assurance d. Empathy e. Tangibles
a. Reliability
_______ has consistently proven to be the most important determinant of service quality. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibility
a. Reliability
A service encounter that occurs without any direct human contact is a(n) ________ encounter. a. Remote b. Technology-mediated c. Detached d. Public e. Impersonal
a. Remote
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 B. The ACSI was developed by the federal government as a way to include customer satisfaction measurements in census data C. In spite of the name, the ACSI also measures customer satisfaction levels for countries with which the U.S. has a greater than average level of trade D. The only country that is currently studying customer satisfaction and creating an index is the United States E. The ACSI tracks customer perceptions of the level of satisfaction provided by sole proprietorships as well as by large corporations
a. The ACSI demonstrates to service providers that there is much room for improvement in customer satisfaction
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 B. The technical outcome quality of the facility needed fine tuning C. The inappropriateness of the service quality was due to poor technical qualities D. Interaction qualities led to perceived inequities E. The overall service quality is not influenced by tangibles
a. The physical environment quality led the family to think less of the overall service quality
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? a. Recovery b. Adaptability c. Spontaneity d. Functionality e. Coping
b. Adaptability
The three basic things that customers expect from technology-based service encounters are: a. Context; delivery on the core promise; color correctness b. Delivery on the core promise; flexibility of the systems; better than the alternative c. Color correctness; better than the alternative; flexibility of the systems d. Variability; delivery on the core promise; color correctness e. Better than the alternative; color correctness; content
b. Delivery on the core promise; flexibility of the systems; better than the alternative
Which of the following industries would be ranked highest by the American Customer Satisfaction Index (ACSI)? a. Internet retailers b. Electronics c. Hotels d. Supermarkets e. Internet social media
b. Electronics
_______ quality refers to how a service is delivered to the customer. a. Output b. Interaction c. Experiential d. Technical outcome e. Interactive
b. Interaction
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. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
b. Responsiveness
The _______ dimensions of service quality refers to the willingness to help customers and provide prompt service. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
b. Responsiveness
When consumers have problems with a Web site, they use _______ dimensions to evaluate e-service quality. a. Tangibility, efficiency, and fulfillment b. Responsiveness, compensation, and contact c. Empathy, efficiency, and expectations d. Reliability, privacy, and assurance e. Efficiency, fulfillment, reliability, and privacy
b. Responsiveness , compensation, and contact
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. a. Remote encounter b. Technology-mediated encounter c. Detached conversation d. Public discourse e. Collective encounter
b. Technology-mediated encounter
Which of the following statements about service encounters is true? A. When a customer has multiple service encounters with a firm, the only important encounter in terms of the customer's perception is the first one B. If a customer is interacting with a firm for the first time, that initial encounter will create a first impression of the organization C. All encounters are equally important in building customer relationships D. A customer will remember only negative service encounters and will forget any and all positive ones E. All services have on average about the same number of service encounters
b. if a customer is interacting with a firm for the first time, that initial encounter will create a first impression of the organization
Which of the following are determinants of service quality in a face-to-face service encounter? a. Verbal behavior of employees b. Decor of physical environment c. Verbal behavior of customers d. Appearance of employees e. All of the above
e. All of the above
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. a. The salesperson's emotional state b. Problems with perceived equity c. A product feature d. Service validity e. Service attribution
c. A product feature
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. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
c. Assurance
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. a. Event b. Socialization c. Encounter d. Arrangement e. Linkage
c. Encounter
The greatest potential variability in the interaction between a customer and a service firm occurs in a(n) _____ service encounter. A. Detached B. Phone C. Face-to-face D. Public E. Integrated communication
c. Face to face
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? a. Assurance b. Reliability c. Fulfillment d. Empathy e. Efficiency
c. Fulfillment
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: a. Poor service quality b. Her perception of service quality c. Her emotional state d. Her attributions for service success e. Her perception of equity
c. Her emotional state
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: a. Poor service quality b. Her perception of service quality c. Her emotional state d. Her attributions for service success e. Her perception of equity
c. Her emotional state
For years, Allstate insurance has used the slogan "You're in good hands with Allstate". Which service dimension of service quality is this Allstate promotional campaign emphasizing? a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
c. Responsiveness
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. a. Advertising event b. Socialization c. Service encounter d. Service arrangement e. Acculturation
c. Service encounter
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? a. Recovery b. Adaptability c. Spontaneity d. Believability e. Coping
c. Spontaneity
Which of the following can influence how satisfied a customer is with a service? a. Customers' emotions b. Product features c. Customers' perception of service quality d. Uncontrollable situational factors e. All of the above
e. All of the above
Which of the following themes is NOT a source of customer satisfaction/dissatisfaction is service encounters? a. Recovery b. Adaptability c. Spontaneity d. Credibility e. Coping
d. Credibility
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? a. Trailer calls b. Mall intercept interviews c. Role-playing experiments d. Critical incident technique e. Thematic apperception tests
d. Critical incident technique
To determine the source of customers' favorable and unfavorable perceptions in service encounters, researchers use which of the following research methods? a. Trailer calls b. Mall intercept interviews c. Role-playing experiments d. Critical incident technique e. Thematic apperception tests
d. Critical incident technique
Which of the following statements about customer satisfaction and service quality is true? a. Customer satisfaction is a focused evaluation that reflects the customer's perception of specific dimensions of service like reliability and responsiveness b. Service quality is more inclusive than customer service c. It is correct to use the terms customer service and service quality interchangeably d. Customer satisfaction is influenced by perceptions of service quality e. None of the above
d. Customer satisfaction is influenced by perceptions of service quality
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. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
d. Empathy
The _______ dimension of service quality is the caring, individualized attention given to customers. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
d. Empathy
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's customer satisfaction was adversely affected by: a. Poor service quality b. His perception of service quality c. His emotional state d. His attribution for service failure e. His perception of equity
d. His attribution for service failure
Which of the following statements about customer satisfaction is true? a. Satisfaction cannot be defined quantitatively b. Customer satisfaction can only be analyzed if it is considered to be a static occurrence c. Customer satisfaction can only be determined through anecdotal evidence d. Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences e. Customer satisfaction is not influenced by price
d. Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences
Which of the following is NOT an example of technical outcome quality? a. The taste of a meal at a restaurant b. An airplane arriving on time at an airport c. A pest control company eradicating termites in a townhouse d. The sales associate getting a customer in a speciality clothing store e. A utility company connecting electricity for a customer's new home
d. The sales associate greeting a customer in a speciality clothing store
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? a. Courtesy of the lawyer and staff b. Diplomas on wall c. How the lawyer dresses d. The lawyer's use of humor and empathy e. All of the above
e. All of the above
Which of the following incidents is likely to influence a customer's perception of service quality of an appliance store? a. A late night call tot he store's service department b. The relationship the customer has established with the store after buying several different appliances c. A salesperson's explanation of extended warranty service d. The welcoming atmosphere of the store e. All of the above
e. All of the above
Why would a blood bank, which pays people for their blood donations and then sells this blood to hospitals, use the name Blood Assurance? A. Because the assurance dimension of service quality guarantees customer satisfaction B. Because the assurance dimension of service quality means that the blood donation will be done accurately C. Because the assurance dimension of service quality emphasizes the knowledge of the employees D. Because the assurance dimension of service quality negates concerns about tangibles E. Because the assurance dimension of service quality inspires trust and confidence
e. Because the assurance dimension of service quality inspires trust and confidence
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? a. Reliability b. Adaptability c. Spontaneity d. Functionality e. Coping
e. Coping
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? a. Recovery b. Adaptability c. Spontaneity d. Credibility e. Coping
e. Coping
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 _________. a. Assurance b. Reliability c. Fjulfillment d. Empathy e. Efficiency
e. Efficiency
Research on the adoption of technology services has identified five groups of customers. The group of customers who are highly motivated to try new technologies are called ____________. a. Skeptics b. Hesitaters c. Avoiders d. Pioneers e. Exployers
e. Exployers
In ______ encounters, the tangible evidence of the service and the quality of the technical processes and systems are the primary bases for judging quality. a. Technology-mediated b. Detached c. Public d. Collective e. Remote
e. Remote
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: a. Blame states b. Fairness assessments c. Perceived disadvantages d. Service advantages e. Service attributions
e. Service attributions
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. a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles
e. Tangibles
Henry, Brad, and Carlos are all studying to be dog groomers at a local Petsmart training academy. Henry and Brad believe they received inadequate training because they could not get a job when the course concluded. Carlos 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: a. Poor service quality b. Their perceptions of service quality c. Their emotional states d. Their attributions for service success e. Their perception of equity
e. Their perception of equity
