Chapter 4 Services Marketing

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: -Context, content, community, and connectivity -Efficiency, fulfillment, system availability, and privacy -Responsiveness, reliability, assurance, and empathy -Efficiency, effectiveness, maneuverability, and attractiveness -Content, reliability, privacy, and download speed

-Efficiency, fulfillment, system availability, and privacy

Which of the following statements about service encounters is true? -If a customer is interacting with a firm for the first time, that initial encounter will create a first impression of the organization -All services have on average about the same number of service encounters -All encounters are equally important in building customer relationships -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 -A customer will remember only negative service encounters and will forget any and all positive ones

-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 statements about customer satisfaction is true? -Customer satisfaction can only be analyzed if it is considered to be a static occurrence -Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences -Customer satisfaction can only be determined through anecdotal evidence Satisfaction cannot be defined quantitatively -Customer satisfaction is not influenced by price

-Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences

Which of the following statements about the American Customer Satisfaction Index (ACSI) is true? -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 -The only country that is currently studying customer satisfaction and creating an index is the United States -The ACSI demonstrates to service providers that there is much room for improvement in customer satisfaction -The ACSI tracks customer perceptions of the level of satisfaction provided by sole proprietorships as well as by large corporations -The ACSI was developed by the federal government as a way to include customer satisfaction measurements in census data

-The ACSI demonstrates to service providers that there is much room for improvement in customer satisfaction

Which of the following is NOT an example of technical outcome quality? -An airplane arriving on time at an airport -A utility company connecting electricity for a customer's new home -A pest control company eradicating termites in a townhouse -The taste of a meal at a restaurant -The sales associate greeting a customer in a specialty clothing store

-The sales associate greeting a customer in a specialty clothing store

Which of the following are determinants of service quality in a face-to-face service encounter? Appearance of employees All of these are correct. Verbal behavior of customers Verbal behavior of employees Decor of physical environment

-all

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. Tangibles Assurance Empathy Responsiveness Reliability

-assurance

Which of the following themes is NOT a source of customer satisfaction/dissatisfaction in service encounters? Coping Credibility Spontaneity Recovery Adaptability

-credibility

To determine the source of customers' favorable and unfavorable perceptions in service encounters, researchers use ______ ____ ___ research methods.

-critical incident technique

To determine the source of customers' favorable and unfavorable perceptions in service encounters, researchers use which of the following research methods? Mall intercept interviews Critical incident technique Trailer calls Thematic apperception tests Role-playing experiments

-critical incident technique

Customer satisfaction levels: •Content (more passive response) •Pleasure (customer feels good) •Delight (customer is surprised) •Relief (service may have been better than expected) •Ambivalent (mix of positive and negative emotions) •Overall, satisfaction is a _____ target that may evolve over time

-dynamic

The following elements influence how satisfied a customer is with service: •Customers' ______ •Product Features •Customers' perception of service quality •Uncontrollable situational factor

-emotions

In a __________ encounter, both verbal and non-verbal behaviors are determinants of quality, as are tangible cues such as employee appearance and informational brochures. Symbiotic Personal Public Face-to-face Customer-controlled

-face-to-face

Raul took his dog Buffy to a 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: Poor service quality His perception of service quality His perception of equity His attribution for service failure His emotional state

-his attribution for service failure

________________ quality refers to how a service is delivered to the customer. None of these is correct. Interaction Output Experiential Technical outcome

-interaction

The most vivid impression of service occurs in the service encounter when the customer ____ with the service firm. •It is the "moment of truth" •However, depending on the context and situation, early, late, and intense encounters are likely to be more important in customer evaluations of the overall service experience.

-interacts

Customer effort: driver of customer loyalty When customers have a problem that needs solved, they want it solved with _____ effort on their part.

-minimal

_____ of Customer Satisfaction •Increased customer loyalty •Positive word-of-mouth communications •Increased revenues •Increased return to shareholders

-outcomes

Common Themes in Critical Service Encounters Research: -________: Employee response to service delivery system failure -_______: Employee response to customer needs and requests -_______: Unprompted and unsolicited employee actions -_______: Employee response to problem

-recovery -adaptability -spontaneity -coping

_______ has consistently proven to be the most important determinant of service quality. Reliability Responsiveness Empathy Assurance Tangibility

-reliability

The Five Dimensions of Service Quality: -________: ability to perform the promised service dependably and accurately. -_______: knowledge and courtesy of employees and their ability to inspire trust and confidence. -_______: physical facilities, equipment, and appearance of personnel -________: caring, individualized attention the firm provides its customers. -________: willingness to help customers and provide prompt service.

-reliability -assurance -tangibles -empathy -responsiveness

Types of service encounters: _____ ______: no direct human contact; automated; the bases for quality evaluations are tangibles and technical processes. ______-_____ encounters: communication with a real person in real time via talk, text, live chats; the bases for quality evaluations are tone of voice, employee knowledge, and effectiveness/efficiency. •The three basic things that customers expect from technology-based service encounters are: •Delivery on the core promise; •flexibility of the systems; •better than the alternative ______ __ ____ encounters: direct personal contact between an employee and a customer; bases for quality are verbal and non-verbal cues, symbols. •In a face-to-fact encounter, both verbal and non-verbal behaviors are determinants of quality, as are tangible cues such as: •employee appearance •verbal behavior of employees •decor of physical environment •Verbal behavior of customers •informational brochures •The greatest potential variability in the interaction between a customer and a service firm occurs in a face-to-face service encounter.

-remote encounters -technology-mediated -face-to-face

The _____ dimension of service quality refers to the willingness to help customers and provide prompt service. Assurance Responsiveness Empathy Tangibles Reliability

-responsiveness

Three "recovery service dimension for a website: -_____ -_____ -_____

-responsiveness -compensation -contact

Factors Influencing Customer _____ •Product and service features •Perceptions of product and service quality •Price •Customer emotions •Attributions for service success or failure •Example: weight loss program •Perceptions of equity or fairness •Other customers, family members, and coworkers

-satisfaction

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: Perceived disadvantages Blame states Service advantages Service attributions Fairness assessments

-service attributions

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. Socialization Acculturation Advertising event Service arrangement Service encounter

-service encounter

_____ ____: the customer's judgment of overall excellence of the service provided in relation to the quality that was expected.

-service quality

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. Assurance Tangibles Empathy Reliability Responsiveness

-tangibles

Service quality assessments are formed on judgments of: •____ outcome quality: refers to the perceived quality of service is delivered to the customer. •The taste of a meal at a restaurant •An airplane arriving on time at an airport •_____ quality: refers to how a service is delivered to the customer. •______ environment quality: refers to how a physical space is perceived by the customer.

-technical -interaction -physical

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: Their emotional states Their perception of equity Their attributions for service success Their perceptions of service quality Poor service quality

-their perception of equity