Marketing ch 13
Closing delivery gap
Improve employee performance through support, incentives, and the use of technology
Which of the following are benefits that a service provider receives from engaging in effective service recovery?
Improved words of mouth; increased purchase intention
The marketing manager needs to communicate with customers and employees on an ongoing basis in order to understand buyers' expectations and to reduce the ______ gap.
knowledge
A service provider offers many amenities that he believes the customer desires, but the delivered services are not what is expected by the customer. This is an example of a
knowledge gap
Which of the following characteristics is NOT one that distinguishes services from products?
Volitality
Involving employees in setting service performance goals can be very instructive in helping a firm reduce the ______ gap as it increases their input into systematizing the expected output.
standards
Service quality is defined as
customers' perceptions of how well a service meets or exceeds their expectations
Standards gap
The difference between the firm's perceptions of customers expectations and the service standard it sets
Delivery Gap
The difference between the firm's service standards and the actual service it provides to customers
In the context of the Service Gaps Model, which of the following should the management do to bridge the knowledge gap?
Use marketing metrics such as service quality and the zone of tolerance
When using zone of tolerance marketing metrics, the five scores assigned to service quality dimensions will always total
100%
Which of the following about dealing with service failures are NOT TRUE
- The company should have a preapproved set of resolutions ready to apply. - Customers are happiest if the company listens to their complaints and then tells them what to do.
Which statements about dealing with service failures are true?
- The proper approach can create a somewhat positive outcome from a negative experience. - The company should find a way to involve customers in the actual resolution process. - Teamwork between the company and customers usually gives the best result.
Improve communications gap
Be realistic in telling potential buyers about the services that can be provided and manage those customer expectations effectively
A hotel advertises package deals that include tickets to a nearby theme park. When the customer asks for this offer, he is informed they are sold out as only a limited number of tickets were available. The customer experiences a ______ gap and is very unhappy.
Communication
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 ____
Communication gap
the difference between a company's standards and the actual service it provides to customers.
Communication gap
Closing knowledge gap
Conduct research to better understand what customers want
Which of the following are characteristics that make marketing services different from product marketing?
Heterogeneity, perishability, intangibility, inseparability
In delivery of a service, one of the most important early steps is addressing the knowledge gap, or the ability to understand
Customer expectations
Which of the following are examples of problems associated with collecting customers' perceptions of service at the time of sale?
Customers may need more time to accurately evaluate the service. Information may not filter up to key decision makers. Customers may not want to share negative feedback directly.
What helps bridge the delivery gap
Empower service providers
Which of the following is an effective method marketers often use to promote services that cannot be shown directly to customers?
Evocative symbols and images
Joe owns a large retail company and wants to find out more about his customers' service expectations. Which one of the following is the best way for Joe to gain this insight?
Extensive market research
Service and consumption are
Inseparable
Which of the following best illustrates a specific service standard that is directly measurable?
Make eye contact with every customer and greet them with a smile.
The delivery of quality service is the task of everyone in the firm, but the commitment to quality service is established and illustrated best by _, which establishes policy and sets examples for the entire company.
Management
What helps bridge the communications gap
Promise realistic services
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?
Reliability
Closing Standards gap
Set appropriate service goals and measure service performance
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
Standards gap
Which of the following would most likely cause the delivery gap to negatively impact service quality?
The company doesn't understand what the customer wants.
Communications Gap
The difference between actual service provided to customers and the service that the promotion program promises
Knowledge gap
The difference between customer expectations and what the firm perceives customers to expect
What helps bridge the standards gap.
Train employees to meet and exceed standards
The primary reason there is greater heterogeneity in services than in products is because
human input diffeences
Despite having to deal w difficult guests, the service provider can be motivated to provide "service with a smile" when the firm
provides support and incentives to motivate quality service
the difference between the company's perceptions of the customer's expectations and the service standards it sets.
standards gaps