Services Marketing Ch 3

Derived service

A(n) _____ expectation occurs when customer expectations are driven by another person or group of people.

Narrows; increase

As a service dimension increases in importance, a customer's zone of tolerance _____ and his or her desired and adequate service levels _____.

Personal service philosophy

As a teenager, Louis spent his summers as a lifeguard. When he and his children went to swim at a public swimming pool, he noticed its lifeguards seemed to spend all of their time flirting with each other and not watching for swimmers in distress as Louis had been taught to do. Because of his __________, Louis had his children pack up their belongings and leave the pool.

Uncontrollable situational factors

Because they are viewed as _____________ by customers, natural disasters such as tornadoes or hurricanes may lower service expectations for services such as insurance, telephone, and the Internet.

Expectations

Customer _____ are beliefs about service delivery that function as standards against which performance is judged.

More important; narrower

Customers' tolerance zones vary for different service attributes or dimensions. The_______________ the factor, the __________ the zone of tolerance is likely to be.

Minimum tolerable

Denise said all she expected from the day care at the gym she belonged to was to get her children back at the end of an hour and learn the police had not been called because of something they did. She uses this particular gym because the day care will let her unruly children stay even though it provides only the nominal supervision. Denise has _____ expectations about the day care.

TRUE

Derived service expectations occur when customer expectations are driven by another person or a group of people.

FALSE

How a customer defines desired levels of service is more likely to change than how adequate levels of service are defined.

Zone of tolerance

Jamie desires a haircut that will look just as attractive when she awakens in the morning as it does when she is going out on a date. With the desired haircut, all she has to do to fix her hair is to shake her head. A haircut is adequate when it doesn't have any stray long hairs and it hides her cowlick. Jamie's recent haircut was in her _________ because while it didn't look great all the time, a quick brushing was all that was needed to fix it.

Desired

Last week, Francine bought a 6-month membership package at Planet Fitness. She plans to exercise at Planet Fitness four days a week by participating in an aerobics class, using the nautilus equipment and having a personal trainer. By the time her 6-month membership expires, Francine hopes to lose 20 pounds, tone and strengthen her muscles, improve her cardiovascular fitness and look and feel more attractive. Francine's expectations for her health and physical appearance reflect her _________ level of service for Planet Fitness.

Adequate

Leonard has been commuting to New York City on the Long Island Railroad for 10 years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be five minutes late. Leonard's expectation that his train will be five minutes late reflects his _________ level of service for the Long Island Railroad.

Explicit service promise

Oakley Millwork is a supplier of products used in the construction industry. It has a published policy that if a customer places an order from its catalog and the product is not available for immediate delivery, the customer gets the item free. Oakley Millwork's policy is an example of a(n):

Ideal

The highest customer expectations are referred to as _____ expectations.

Expectations

Tom Grantham, a U.S. citizen, decided to outsource the preparation of his personal income taxes to a company in India. After he emailed his earnings and scanned receipts, his tax return was completed in two days at a cost of $50 - about one-third of what a U.S. firm like H&R Block charges. However, he had to file his return as "self-prepared," since it was not prepared by a U.S. accountant. Using a foreign service provider may require customers to reset their: