Services Marketing Final
price signaling
A day after Continental Airlines announced new low fares for the autumn on travel from NY, USAir and American Airlines matched Continental's fares. USAir and American Airlines are using a ____ strategy.
the process of service delivery
A service blueprint depicts:
do ALL OF THE ABOVE
A service principal that wanted to adopt an empowerment strategy should:
situational factor
A wildcat strike by garbage collectors in a large metropolitan city during prime tourist season will most likely cause tourists to cut short their visit and have a poor image of the city. The wildcat garbage strike is an example of:
bucket theory
According to the ____, while advertising, sales, and promotions pour profits into your company, there will always be some customer defection, which has the potential to grow larger.
there is a direct relationship between employee satisfaction and customer loyalty
According to the service profit chain:
internal
According to the services marketing triangle, Cadet Uniform Services' training program is a form of ____ marketing.
external
According to the services marketing triangle, an advertisement for Randonner Tours that describes the agency's customized bicycle tours through Europe is a form of ____ marketing.
strangers
According to the text, relationships between businesses and their customers have the ability to evolve. In the first step of this evolution process, customers are identified as:
heterogeneity
Alexis' experience with the two golf instructors illustrates the ____ of services.
external
An ad featuring a customer saying "the cabin crew makes flying with Singapore Airlines a pleasure" and announcing Singapore had won top honors for international travel in Business Traveler's magazine annual contest would be an example of ____ marketing.
stimulus
At Chessmen, an upscale men's clothing store, classical music plays and the store has a fragrance blend of oak, leather, and tobacco. The music and fragrance at the Chessmen correspond to the _____ in the stimulus-organism-response model.
empowering employees
At Target, if the shelf price is not on an item, checkout clerks can take the customer's word for prices up to $20. By giving its employees the authority to make decisions on the customer's behalf, Target is:
inter-client and organization/client
At a restaurant, a server is dealing with 3 different people asking for 3 different things on the television. The server had to deal with both ____ conflicts.
demand that is below minimum capacity
At any given time, the lack of inventory capability in service firms can result in all of the following scenarios EXCEPT:
market testing
At the ____ stage of the new service development process, the new service is made available to a limited number of its potential customers.
the enhancement of its relationship with the customer
At the partnership stage of the customer relationship, the firm is most concerned with:
implicit service promise
Avril chose the nurse to pierce her ears because of a ____, which makes her believe it is the method her mother will most approve of.
treating employees as customers
Barnett Bank opened an elementary school and a child-care center at its headquarters office in Jacksonville, FL to provide "work and family" benefits designed to help employees balance the stresses of a demanding job and family life. Barnett Bank is:
the updating and modernizing of physical evidence
Because Holiday Inn signs were sending the wrong message, Holiday Inn used physical evidence strategy to create more modern signage. During which step of the physical evidence strategy would this change have occurred?
providing inadequate customer education
Because Mike had only been instructed how to perform some of the exercises in the booklet but not all of them, he thought he was not supposed to do the others. The service provider has erred by:
normative
Before leaving on the cruise, Roux told his neighbor, "With the money this trip is costing me, the food better be good and plentiful." What kind of expectations did Roux have?
individual behavior
Browsing in a retail store is a:
gap 4
By integrating its services marketing communications, Extron is closing provider ____.
gap 2
By using physical evidence to reduce anxiety, Teethart is narrowing provider ____.
offering service guarantees to manage service promises
Cookies offers a money back guarantee if the party experience is boring. In this way, the retailer is:
expectations
Credit card companies have raised customer ____ for service performance by offering lower interest rates, longer graces periods before paying, frequent flyer miles, no annual fees, prizes and merchandise.
physiological
Dominique took an antihistamine to prevent a ____ response to the airplane's environment.
urgency of the job
Emergency rooms differentiate their waiting customers on the basis of:
recognize the strategic impact of physical evidence
Eventually the Holiday Inn sign started looking dated and seemed to remind people of earlier times. Holiday Inn recognize the signs were sending the wrong message during which stage of the physical evidence strategy?
financial bonds
Every time Tom and Betty stay at the Marriott Hotel, they earn points that can be used for free rooms, meals, and other hotel amenities. Marriott is using _____ to implement its retention strategy.
The growth in the use of technology-based services.
Garrett and Hugh ordered a movie online to be delivered to their front door and ordered online a pizza to be delivered, and the video was then picked up the next morning. Which trend that influenced the development of services marketing is illustrated here?
outsourcing
Hewlett-Packard uses FedEx to handle all of its fulfillment orders from its retail website. This arrangement was set up as a long-term solution to problems with distribution capacity that HP experienced prior to the implementation of this arrangement. Which strategy is HP using to flex demand to meet capacity?
derived
Hildy's children are giving her a weekend trip to a Lake Tahoe resort. The expectations of the customer services the resort will provider are much higher because they are planning the trip for their mother's approval rather than for their own use. This is an example of a ____ expectation.
Franchise owners of Wendy's are more likely to understand the local markets than Waffle House, especially in international markets
How do company-owned service providers like Waffle House restaurants differ from franchise-owned service providers like Wendy's restaurants?
Waffle House has complete control over customer relationships and Wendy's does not
How do company-owned service providers like Waffle House restaurants differ from franchise-owned service providers like Wendy's restaurants?
customer convenience
How would Heffner Funeral Homes benefit from using electronic channels?
The parents would spread the word about their happiness with the services provided by the day care center.
How would a day care center operator benefit from the implementation of relationship marketing with the parents of three preschool children?
price competition
How would the use of electronic channels challenge Heffner Funeral Homes?
Generally low with some variation on how the competition creates unique value
How would you describe the sustainability of competitive advantage in the acquaintance stage of the customer relationship evolution?
switching costs
However, Molly and Tom feel they cannot change caterers at this date due to the large deposit required by the catering company when it took the job. Molly and Tom do not want to pay:
self-service technologies
Hyatt Hotels has installed automated check-in machines at hotels in Atlanta and Chicago. Hyatt is experimenting with the use of:
learn from lost customers
If Canadian Airline had only surveyed former customers who were still in their database, if would have used which service recovery strategy?
gap 4
If a business traveler, who saw this ad, stayed at a Marriott and did not receive breakfast on time and was charged for that breakfast, provider ____ would have occurred.
quantity
If a family has one child enrolled in Kid's Corral day care center, it costs $75/week. If a family has two children enrolled in Kid's Corral, it costs $135. Kid's Corral is using a ____ differential.
skimming
In a ____ pricing strategy, new services are introduced at high prices with large promotional expenditures.
external
In the services marketing triangle, ____ marketing refers to communications a firm uses to make promises to customers regarding service delivery.
interactive
In the services marketing triangle, ____ marketing refers to the service promise being delivered.
services
In the simplest terms, ______ are deeds, processes, and performances.
gap 4
In this case, provider ____ was apparent as Yvonne and Ty's "perfect wedding" did not happen as promised.
physical evidence
In this example, Ruth experienced the negative side of the ____ element of the day care center's services marketing mix.
the service environment attracts a homogeneous customer mix
In which situation will compatibility management be of little or no importance?
The service environment attracts a homogeneous customer mix.
In which situation will customer compatibility NOT influence customer satisfaction with a service?
The service is a major improvement over past services
In which situation would a penetration pricing strategy be inappropriate?
the service is difficult for the customer to evaluate even after it has been delivered
Inadequate customer communication occurs when:
explicit service promise
J. Crew's service guarantee is a:
make the service fail safe
LL Bean promises its customer 100% satisfaction. Which service recovery strategy does LL Bean use?
personal need
Maria's expectation to see her doctor the same day she became sick resulted from a:
service development
McDonald's offers home and office delivery in selected markets in the US and Canada. McDonald's delivery service is a ____ growth strategy.
she is in the wrong segment
New Bedford College will avoid setting up a relationship with Beth because:
ALL OF THE ABOVE
New service success depends on:
the integration of the service within existing processes
New service success depends on:
one-time fix
Nike's introduction of women's only boutiques called Nike Goddess to satisfy the needs of a growing number of women athletes is an example of a:
random demand fluctuation
Nine months after the terrorists' attacks on the WTC, maternity hospitals were filled to capacity as people who had been waiting for the right time to have children decided that there was no time like the present. The maternity hospitals experienced a:
fulfillment
Nita has the potential to experience problems with which e-service quality dimension as she trades books?
structural bonds
Often, ____ are created by providing customized services to the client that are technology based and make the customer more productive.
intangibility
On a recent visit to The Home Depot, a sales associate greeted Gigi when she entered the store, helped her locate items, and home improvement made suggestions. The assistance provided by the sales associate illustrates the ______ of services.
the importance of the customer
On certain days of the week, Disneyworld allows guests who stay at a Disney Resort hotel to enter the parks one hour before they open to the public. Walt Disney World is minimizing waiting time by differentiating customers on the basis of:
Increased competition in professional services
On his way to work today, Terry saw a billboard for a physician's group that specialized in vascular surgery. In his local newspaper, there was a full-page ad for a med clinic that performed similar surgery. Then in his mail, he got a brochure from yet another med clinic. Which trend that has influenced the development of services marketing concepts and strategies is illustrated here?
function orientation
On site, customers require two kinds of orientation. They are place orientation and:
higher labor costs
One of the potential costs in employee empowerment is:
that customers often have limited references prices for services
One of the reasons used to explain why customers evaluate goods and services differently is:
that customer service depends on employee actions
One roommate found his business class instructor so boring, while the other roommate has a great professor. This heterogeneity of instruction demonstrates:
gap 3
Parisian's is using empowerment to narrow provider ____.
all that is received for all that is given
Price framing would be used when the customer defines value as:
helping others
Private schools that have mentoring programs for new minority students are encouraging experienced students to perform which customer job?
search
Products high in ____ qualities are the easiest to evaluate.
gap 1
Provider ____ is the difference between customer expectations of service and company understanding of those expectations.
his self-perceived service role
Rather than show his doctor the malformed mole on his arm, he expected the physician to find it. When she didn't see it, he claimed she was a poorly-trained doctor. Kershown's service expectation was influenced by:
his attribution for service failure
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:
customer readiness
Ravela does not want to use the self-checkout lane at the supermarket because it "just seems too complicated." What factor primarily has determined her reluctance to try the new self-service technology?
the quality I get for the price that I pay
Salespeople want the price they pay for a hotel to be commensurate with the amenities provided by the hotels. They tend to define value as:
financial bonds
Sam Goody's Replay Frequent Buyer Program uses ____ to implement its retention strategy.
upward communication
Senior management interviewed Key Energy's salespeople to learn how they felt about selling Key Energy's services. As part of examining the corporate image, the company used:
economics
Service blueprinting is grounded in all of the following disciplines EXCEPT:
improving communication between the marketing and operations departments
Service companies can close provider gap 2 by doing all EXCEPT:
developing customer-defined service standards.
Service companies can close provider gap 3 by doing any EXCEPT:
improving communications between sales and operations departments
Service companies can close provider gap 4 by:
functional integration
Service companies experience difficulty in setting standards to match or exceed customer expectations because of a lack of:
organization/client
Service employees who depend on tips or commissions for income are likely to face greater levels of ____ conflict than employees who receive a straight salary.
the service is invisible
Services for which customers must be told that the service has been performed have which of the following characteristics?
credence
Services high in ____ qualities are the most difficult to evaluate.
adjusting capacity to match demand
Shelton Elementary School rents its facilities on the weekends to an Upward Bound basketball program sponsored by a local church. By renting its facilities, the elementary school is:
price competition
Shopping bots encourage:
relationship
Telepizza is a Spanish restaurant chain that offers children membership in its magic club. Telepizza has 65% of the Spanish market as a result of using ____ marketing.
gap 1
Telepizza's use of a frequency marketing program has allowed it to narrow provider ____ of the gaps model of service quality.
direct
The 100-point allocation question is a ____ importance measure.
behavior and action
The Allstate customer requirement for a flexible payment plan is an example of a ____ that is relevant to customer-defined standards.
mystery shopping
The Limited recognizes sales associates who provide excellent customer service by rewarding them with a "Hero Award," which is displayed in the store where the sales associate is employed. To measure a sales associate's service performance, which type of research should The Limited use?
employing operational logic to reduce wait
The Long Island Railroad installed ticket vending machines in train stations to expedite the purchase of train tickets during periods of peak demand. They are using which waiting line strategy?
signs, symbols, and artifacts
The McDonald's arches and the Toys 'R' Us mascot Geoffrey Giraffe are both examples of which composite direction?
market segmentation
The NY Yankees offer half-price tickets for high school and college students every Wed home game. The Yankees are using a ____ pricing strategy.
gap 3
The New York Palace's weekend package closes provider ____.
developing people to deliver service quality
The Ritz-Carlton Hotel is using which human resource strategy?
recovery paradox
The _____ suggests an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result.
mixed bundling
The all inclusive price for a day-trip to Alpine Spa is $175 whereas the services are priced separately at almost $300. What kind of pricing strategy is Alpine Spa using?
establishing a reservation process
The appliance store told the homeowner that it would deliver her new stove on Monday between 4 and 5 pm. The store uses which waiting line strategy?
service line extension
The augmentation of an existing service line is a:
cost-based pricing
The basic formula for ____ is Price = Direct costs + overhead + profit margin
incompleteness
The best explanation for the supervisor's concern is ____, a risk incurred when services are described in words alone.
tolerance
The extent to which customers recognize and are willing to accept variation within service performance is called their zone of:
short-term; more
The factors that influence adequate service expectations are ____ in nature and fluctuate ___ than the factors that influenced desired service expectations.
add evidence of service at each customer step
The last step in building a service blueprint is to:
inadequate management of service promises
The late delivery caused Santina to be dissatisfied with Sears' delivery service. Santina's dissatisfaction with Sears' delivery service resulted from:
service delivery equal to or greater than promised
The primary goal of integrated services marketing communications (ISMC) is:
time
The process for installing Leo's new CD player took almost four hours, which Leo spent sitting in the Circuit City store waiting room. Leo paid ____ costs for the installation of his new CD player.
provider
To close the customer gap, the gaps model of service quality suggests the ____ gaps need to be closed.
critical incident technique
To determine the source of customers' favorable and unfavorable perceptions in service encounters, researchers use which research method?
Walmart realized customers are active and need a reason to visit a website
To entice customers to visit its website, Walmart sold roses for $29/dozen the weeks prior to Mother's Day. Why did Walmart offer this great deal?
identified physical evidence opportunities
To make car maintenance service more tangible to customers, Speedi-Lube added a large diagram of the underside of a car to the waiting room walls. As part of its physical evidence strategy, Speedi-Lube has:
evoked
To plan his upcoming vacation to Greece, Raul will either use Mainstream travel agency, First Choice travel operations, or plan it by himself. These three make up Raul's ____ set.
ambient conditions
To reach business travelers, Canadian Airline installed gate-side business centers where tired business travelers can enjoy a hot shower or sit in massage chairs. These amenities are examples of which composite dimension of servicescapes?
productive resource
To save resources, hotels are asking guests to hang up their towels and reuse them if they are staying multiple nights. A guest who hangs up his towels is playing the role of a:
post transaction surveys
Trailer calls are also called:
not profitable in the long run
United Jersey Bank does not offer United Jersey Preferred Banking to customers with a combined balance of less than $3000 in a United Jersey Checking Account and Preferred Money Market Account since these customers are:
gap 2
Until its recent remodeling, Home Design customers who happened into the store were often disappointed because they expected the store to be a discount store. Now customers who enter the store expect to find unique decorating items because the outside of the store is so tastefully done. This change in servicescape was a way to narrow provider ____.
loyalty, discipline, and circumspection
Using the drama metaphor, service actors need three characteristics to create the impression on customers. These three characteristics are:
the preschooler who is misbehaving at the table behind you
Using the drama metaphor, which is considered an actor in the provision of service at a four-star restaurant?
how equipment is stored and maintained
Using the drama metaphor, which is considered an element of the physical setting at a hair salon?
wide; regularly exceeds capacity
Vacation-destination resorts experience ___ fluctuations in demand over time and have peak demand that ___.
inadequate management of service promises
Variations in the supply and demand of services result in:
past experience and explicit service promises
Velma's service expectation levels were shaped by:
differences in policies and procedures across distribution outlets
Vernon later learned that another Play it Again Sports store would have paid him $40 more for his exercise machine. His dissatisfaction with Play it Again Sports is the result of:
marketing communications that were not integrated
When Rangu went by the cable TV office, the salesperson there told Rangu that his area of the community was not eligible for the free month offer. Rangu experienced a problem with:
contributor to quality and satisfaction
When Roberta gets her hair cut, she carefully explains to the hair stylist how she expects it to look once the haircut is finished. Roberta is playing the role of a:
narrower; higher
When Thania returned to the service station to have her car repaired a second time, she had a ____ zone of tolerance and ____ expectations than the first time she had her car repaired.
trailer calls
When Tom and Ruth checked out of the Marriott Hilton Head Resort, they were each given a brief postage paid survey to complete and return through the mail. The survey asked 15 questions about their stay at the Marriott. Which type of research did Marriott conduct?
strangers
When WedSafe's primary marketing effort is to make engaged couples aware of its services, it is in what stage of the customer relationship evolution?
acquaintances
When WedSafe's primary marketing effort is to satisfy its customers, it is in which stage of the customer relationship evolution?
coping
When a captured mock migrant showed signs of having a heart attack, the park employees would be involved in which type of service encounter incident?
procedural fairness
When the dentist's office bills the patient who had an appointment but did not show up for it and did not cancel the appointment, it is an example of ____ because the patient was made aware of the policy before making the appointment.
direct
When the researchers asked survey participants to prioritize their reasons for not attending the games, researchers were gathering ____ importance measures.
service partnerships
When two or more service companies want to offer a service and neither has the financial capability or expertise, they often undertake:
target market
Which is NOT a source of customer expectations?
employee retention
Which is one of the ways an organization benefits from maintaining and developing a loyal customer base?
The small movie theater gave all patrons two free movie tickets for the night of their choice when the movie projector broke halfway through showing the newest Brad Pitt movie.
Which is the BEST example of outcome fairness?
When Tia walked into the salon and asked to have her hair cut, the receptionist pointed to the sign that read, "To keep from inconveniencing our customers, this hair salon will not cut the hair of anyone who does not have an appointment."
Which is the BEST example of procedural fairness?
relationship surveys
Which measurement research method can document customers' opinions about whether performance met the standards established?
Lack of communication between contact personnel and company management
Which of the following factors in managing demand and capacity does NOT lead to provider gap 3, failure to deliver what was designed and specified?
a fluoride treatment given to a child
Which of the following services would need to educate its customers by telling them about the services provided in user friendly terms?
an organization where the business strategy is one of mass marketing
Which organization is NOT suited for using employee empowerment strategies?
hospital
Which organization is more likely to experience wide fluctuations in demand?
ALL OF THE ABOVE
Which problem is US Franchise System likely to experience with one of its franchisees?
massage therapy
Which product has the highest degree of nonsearchability?
wedding dress
Which product is LEAST high in experience qualities?
wooden rocking horse
Which product is NOT high in credence qualities?
massage therapy
Which product is NOT high in search qualities?
a walk-in freezer
Which product is easiest to evaluate?
fluoride treatment for children's teeth
Which product is the most difficult to evaluate?
take-a-number queue
Which queue configuration is designed to ensure fairness of waiting time?
trailer calls
Which research method provides feedback on soft measures?
Landmark Trust Bank
Which service business is LEAST likely to experience wide fluctuations in demand over time?
coping
Which service encounter theme reflects employees' responding to problem customers?
management consulting
Which service is highest in incorporeal evidence?
St. Jude Children's Hospital
Which service providers faces the complex servicescape decisions?
encourage and track complaints
Which service recovery strategy was the furniture store using?
friends with babies slightly older than hers
Which source is Allyson most likely to use when searching for information about day care centers?
If a customer is interacting with a firm for the first time, that initial encounter will create a first impression of the organization.
Which statement about service encounters is true?
Mood and emotion bias evaluation of service encounters in "mood-congruent" directions.
Which statement regarding the influence of emotions and moods on the consumer evaluation of services is true?
employee suggestions
Which type of interaction activity in a service organization is used to obtain ideas for service improvement?
executive listening approaches
Which type of interaction activity is Century Business Systems likely to use to gain information about its business customers and still be able to have only a minimal investment of time and money in the research?
future expectations research
Which type of research has a high monetary cost?
Reliability
____ has consistently proven to be the most important determinant of service quality.
Relationship
____ marketing focuses on keeping and improving current customers, rather than concentrating on acquiring new customers.
Price signaling
____ occurs in markets with a high concentration of sellers. Any price offered by one company will be matched by its competitors in order to avoid giving the low-price seller a distinct advantage.
Inadequate horizontal communication
____ occurs when a service firm develops an advertising campaign without input from operations and contact personnel are not able to deliver service that matches the image portrayed in the advertising.
Electronic channels
_____ are the only service distributors that do not require direct human interaction.
Zone of tolerance charts
_____ are used to report the findings from a services marketing research study that collected data on the two levels of customer expectations-desired service and adequate service - along with customer perceptions of company performance.
Contractual costs
_____ arise when the customer is required to pay a penalty to switch providers.
Outcome fairness
_____ concerns the results that customers receive from their complaints.
indirect
_____ importance measures are estimated using the statistical procedures of correlation and regression analysis, which show the relative contribution of questionnaire items to overall service quality.
Going-rate pricing
_____ is a form of competition-based pricing that involves charging the most prevalent price on the market for a service.
Service recovery
_____ refers to the actions taken by an organization in response to a service failure.
flowers he ordered for his wife's birthday are not delivered
A consumer is more likely to complain when the:
contributor to quality and satisfaction
A consumer who complains that the stain was not removed from her suit jacket is performing which service delivery role?
irate
A consumer who is more likely to engage in negative word-of-mouth than any other type of consumer is called a:
feelings of pride and pleasure as he looks at the final results
A consumer's decision to produce a service for him or herself or contract externally for the service depends on a variety of factors. Which is an example of a psychic reward a homeowner might receive if he decides to landscape his own yard instead of hiring a landscape design expert?
making waiting fun or at least tolerable
A dental office that provides patients a variety of magazines to read and TV to watch while they are waiting is using which waiting line strategy?
temporary service intensifiers
A fire recently destroyed Leon's neighbor's house. Leon's need for this insurance is the result of:
productive resource
A guest using Hyatt Hotel's automated check-in machine is playing the role of a:
facilitator
A regional chain of discount stores had narrow aisles that were often blocked partially by unpacked boxes and it was impossible to maneuver shopping carts. In this example, the servicescape played a role as a negative:
inclination
A regional chain of travel agencies uses role-playing to determine how courteously and efficiently a potential employee will handle difficult customers who keep changing their minds. The travel agency is assessing service:
become a preferred employer
A service firm in a particular industry or in particular location can use which human resource strategy to attract the best people?
providing needed support systems
A service firm that conducts periodic internal marketing research to assess employee satisfaction and needs is using which human resource strategy for closing provider gap 3?
gap 3
A service provider that has an inappropriate employee evaluation and compensation system will experience provider:
market-oriented ethnography
A service provider who is trying to cater to the needs of the elderly might talk to some Japanese-Americans to gather some ideas on how to improve service quality. This sort of service research is called:
rewarding customers
A service station that offer customers lower gas prices at a self-service pump compared to the prices at a full-service pump is:
function
A sign at the entrance to the children's hospital contained the hospital's mission statement and explained its vision. The sign provided patients and their families with ____ orientation.
quality/productivity
A state auditor who is expected to deliver quality, individualized service to state offices and departments while at the same time finishing jobs as quickly as possible is experiencing a _____ tradeoff.
quality/productivity
A telephone order taker for a catalog is expected to treat each customer with concern and courtesy and be willing to spend as much time as needed to get the order taken, while not leaving other customers waiting on hold for too long. The telephone order taker is likely to experience ____ tradeoff.
external, internal, and interactive marketing
According to the services marketing triangle, which of the following lists the types of marketing that must be successfully carried out in order for a service organization to succeed?
the communication strategy
According to the text, the lifetime value of a customer is NOT influenced by:
fee-for-service
Accountants, architects, interior decorators, marriage counselors, and lawyers typically use a ___ pricing strategy.
procedural unfairness
Adam needed a light bulb in his hotel room but couldn't get one. This is an example of:
social interaction
Addison White is an event planner who specializes in family reunions. White relies on ____ behavior to make the reunions a success.
draw the lines of interaction and visibility
After a service firm maps the service process from the customer's point of view, the next step in building a service blueprint is to:
translating customer expectations into behaviors and actions for each service
After determining that family-oriented halftime shows were an important consideration for a large portion of its target market, the Falcons researched specific ideas such as fireworks displays, a battle of the bands, and drawings and prizes. The additional research would have been done during which step of the developing customer-defined standards process?
prioritize the behaviors and actions for which customer-defined standards will be set
After determining that reliability was a major concern for its customers, a pest control company translated customer expectations into behaviors and actions for its monthly spraying of homes and businesses. Having accomplished that, the pest control company needs next to:
translating customer expectations into behaviors and actions for each service
After determining that responsiveness was a major concern of customers, American Express conducted additional research to establish the exact number of day defined as responsive for the various company processes. By conducting additional research, AmEx was addressing which step in the process for developing customer-defined standards?
inadequate management of customer expectations
After enrolling in the class, Megan learned that rather than skydiving by herself like the ad implied, she would be skydiving in tandem. Megan's disappointment was the result of:
promoting the company
After having a positive service experience at Lens Crafters, Diane recommended Lens Crafters to two of her friends. Diane is performing which customer job?
place
An airport with large, easily read signage and well-designed foot traffic patterns that allow travelers to perform their roles with ease is providing travelers with ____ orientation.
perishability
An attorney who charges a client for a missed appointment is taking into account the ____ characteristic of services.
standardized and/or generic
An effective service guarantee would never be described as:
select behaviors and actions for standards
An importance/performance matrix is used to:
people who hire the company to remove asbestos from their property
Andreason Removal Company removes asbestos from old houses and buildings. Which is an example of the people element of their services marketing mix?
principal
Anthony A. Martino, the founder of Maaco, is the service:
confidence benefits, special treatment benefits, and social benefits
As a result of relationship marketing, customers experience specific relational benefits. These include:
soft
As a result, Falcons staff set up kiosks at arena exits and asked attendees what would make the gameday experience more fun. The management was gathering ____ measurements.
soft
As a result, the Atlanta Falcons set "clean and well-stocked restrooms" as one of its ____ customer-defined standards.
narrows; increase
As a service dimension increases in importance, a consumer's zone of tolerance ____ and his or her adequate service levels ____.
interactional unfairness
As the business traveler complained about having to sit in the plane and wait for two hours before the plane took off, the flight attendant ignored him. This is a problem with:
increases; narrows
As the number of perceived service alternatives increases, the level of adequate service ____ and the zone of tolerance ____.
zone of tolerance will narrow and her desired and adequate service levels will increase
As the service dimension of responsiveness becomes more important over time, Devon's:
empowerment
Assume Fantastic Sam's hair salons developed worker teams in its franchised salons to hire, discipline, and handle financial tasks such as deposits and audits. The result has been improved revenues, profits, and employee morale. Fantastic Sam's would be using a ___ strategy.
her emotional state
Because Virginia's brother died while he was cashing a check at the local bank, Virginia has always hated any type of banking. Virginia's customer satisfaction was adversely influenced by:
heterogeneity
Because budgets vary as do the desires to show off one's ability to engage in conspicuous consumption, Vandana Mohan sometimes finds it difficult to maintain his reputation for lavish and beautiful weddings. The problems associated with the planning of weddings illustrate the ____ characteristic of services.
managing customer expectations
Because he has a busy practice, new patients for Dr. Brown are told they won't be taken for 3 months, then their first visit will be an hour long. Dr. Brown is:
synchro-
Because most people like to get tattoos and piercings on the weekends, a tattoo parlor in Portland, ME offers a reduced rate during the week for its services. The tattoo parlor is using a ____ pricing strategy.
personal service philosophy
Because of Jonathan's ____, Jonathan had his family pack up their belongings and leave the pool.
simultaneous production and consumption
Because of the ____ of services, service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the consumer.
heterogeneity
Because of the prerecording of the stories, this bedtime service reduces the problems typically associated with the ____ characteristic of services.
clue management
Because the Hyatt hotels website is inviting, attractive and fun to browse, customers perceive the Hyatt hotels to also be this way. By designing it this way, Hyatt has used:
odd
Bell Atlantic NYNEX Mobile introduced its Talk Along portable phone service at a price of $14.99 a month. Bell Atlantic is using a ____ pricing strategy.
a visit to McDonald's for breakfast
Bob and Tiffany have been busy this week seeing all kinds of service providers. In which service situation would Bob and Tiffany have had the lowest level of participation?
behavior and action
Boston Symphony Orchestra's customers' request for a simplified website where tickets could easily be purchased is an example of a ____ that is relevant to customer-defined standards.
share building
By allowing the composite marketer to offer free Sky Miles to customers, Delta Air Lines is further implementing its _____ growth strategy.
gap 1
By conducting market research, Goodyear Tire & Rubber is closing provider ____ of the gaps model of service quality.
managing internal marketing communications
By creating cross-functional teams, a service firm is:
reducing customer dissatisfaction by reducing the need for customer compatibility
By decreasing customer waiting time, First National Bank of Chicago is:
increasing customer compatibility
By designing its villages for specific market segments, Club Med is:
increased customer compatibility
By designing packages specifically for parents and their children, the European travel agents are relying on ____ to create a differential advantage.
gap 2
By developing a Service Quality Indicator that incorporates customer-defined performance standards, FedEx is closing provider ____.
tracking measures against standards
By distributing a weekly Service Quality Indicator report and investigating service failures, Federal Express is addressing which step in the process for developing customer-defined standards?
market development
By expanding its services into Mexico, University Medical Center is using a _____ growth strategy.
managing its service promises
By featuring Marlene Wei in an ad, the Four Seasons Hotel is:
improving customer education
By giving Sarah the "How to Lose Wait" brochure, First National Bank of Chicago is:
retain the best people
By giving deserving employees the Golden Falcon award, FedEx is using which human resource management strategy for closing provider gap 3?
empowering employees
By giving its employees the authority to make decisions that will benefit its customers, AT&T Universal Card Services (USC) is:
managing its service promises
By guaranteeing that all participants in its dance classes will be able to do the foxtrot by the end of the first lesson or their money will be refunded, the Fred Astaire Dance Studio is:
gap 1
By having a frequent buyer program, Sam Goody is closing provider ____ of the gaps model of service quality.
relationship
By having a frequent buyer program, Sam Goody is using ____ marketing.
empathy
By having a personal book and sending thank-you notes or flowers to customers, Nordstrom's sales associates are showing they care by emphasizing the ____ dimension to influence customer perceptions of Nordstrom's service quality.
empowerment
By having a worldwide reservation system and allowing each agency to develop its own customer-oriented service processes, Hertz Rent A Car is using a ____ strategy.
inadequate internal marketing communications
By having specific guidelines for cleaning a room, Marriott is avoiding one of the problems associated with:
gap 4
By keeping customers informed during a flight, American Airlines is closing provider ____.
learn from recovery experience
By listening to business travelers and providing the services they want, Canadian Airline's sales started increasing. What service recovery strategy did Canadian Airline use?
learn from recovery experiences
By noting that a number of customers had complained about late bus arrivals at one particular stop, the bus line rerouted the bus away from a heavy traffic area. Which service recovery strategy did the bus line use?
managing customer expectations
By offering different delivery options, Eddie Bauer is:
value
By participating in the service delivery process, customers create ___ for themselves.
provide needed support systems
By providing immediate access to customer files, AT&T Universal Card is using which human resource strategy for closing provider gap 3?
gap 1
By providing more personalized service, the Ritz-Carlton is narrowing provider ___.
promoting the company
By rewarding tenants for making a tenant referral, Chatham Landing is encouraging tenants to perform which customer job?
inter-client
By singing both old songs to satisfy older audience members and songs from its more recent album to satisfy younger fans, Aerosmith was trying to reduce ___ conflict.
desired
By the time her 6-month membership expires, Ramona hopes to lose 20 pounds and look and feel more attractive. Ramona's expectations for her health and physical appearance reflect her ___ level of service for Bally's Jack LaLanne Fitness Center.
critical incident studies
Clark participated in a research study conducted by Red Lobster restaurants in which he was asked to provide a verbatim story about a satisfying and dissatisfying encounter he had at Red Lobster. Which type of research study did Clark participate in?
price bundling
Club Med's price per person price of $1199 included round-trip air travel from NY, accommodations, food, activities, and entertainment. Club Med is using a ____ strategy.
lean
Coinstar is a self-service coin-counter found in many supermarkets. In terms of servicescape complexity, a Coinstar machine is a ____ service environment.
transactional
Companies that emphasize acquiring new customers rather than retaining current customers are using ____ marketing.
long distance telephone service
Compatibility management is LEAST important in which service?
mental health support group
Compatibility management is most important in which service?
is a process for managing the customer mix
Compatibility management:
ALL OF THE ABOVE
Consumers are more brand loyal to services than to goods because services have:
friends who have attractive yards
Consumers are most likely to seek and rely on information from ____ when purchasing a landscaping service for their yards.
similar; different
Consumers have ____ desired service levels and ____ adequate service levels for different firms within a service category.
narrower; higher
Consumers have a ____ zone of tolerance and ____ expectations for recovery service than first-time service.
physiological
Contestant's in the Survivor Palau reality TV show were sent to their campsite with nothing but the clothes on their back, two machetes and a map to fresh water. The participants' ____ need would be strongest during their first days on the island.
expectations
Customer ____ are beliefs about service delivery that function as standards against which performance is judged.
expectations
Customer ____ are the standards for performance against which service experiences are compared.
the supply and demand of the service are not synchronized
Customer education is beneficial for closing provider gap 4 when:
have moderate time costs
Customer panels:
may include the customer intimacy approach
Customer retention strategies based on customization bonds:
competitors
Customers are viewed as ____ when they produce a service for themselves.
customers participate more in the service process
Customers feel more responsible for their dissatisfaction when they purchase services than when they purchase goods since:
contributor to quality and satisfaction
Customers who enjoy participating in the service delivery process are performing which service delivery role?
consider customer requirements
Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers their choice of cold deli sandwiches instead of the more traditional airplane meal. When trying to deliver service quality, Delta forgot to:
low price
Derrick saves coupons from oil change places and when he needs an oil change, he chooses the place that offers the best deal. For oil change service, Derrick defines value as ____>
defining customers' jobs
Discover Card has an automated inquiry system that enables card members to obtain their current balance, available credit, and payment information via telephone without speaking to an account representative. By increasing customer participation in the service process with its automated inquiry system, Discover Card is:
promoting teamwork
Domino's Pizza uses its Team/Individual/Performance/Objectives (TIPO) system to relate employee bonuses to individual and team performance for a given time period. Domino's TIPO system is:
responsiveness
Domino's guidelines for order takers' telephone answering behavior will influence which of the following service quality dimensions for Domino's?
predictable demand cycle
Due to a ____, www.hear2listen.com's owner's know most of their business comes on evenings and weekends, so they have hired therapists to work for the Internet service at these times.
simultaneous production and consumption
Due to the ___ characteristic of services, customers can affect the transition and how others perceive the transaction.
competency
During Chemical Bank's annual "Stellar Teller" contest, tellers match their skills in the areas of money counting, knowledge of bank policy, and ability to make customers feel like royalty. A bank teller's money-counting skills are a service:
monitor all aspects of the service during introduction and through the complete service cycle
During the commercialization stage, the service goes live and is introduced to the marketplace. This stage has two primary objectives. One is to build and maintain acceptance of the new service among large numbers of service delivery personnel who will be responsible for day to day service quality. The other is to:
differentiate on price
During the summer slow season when demand for rooms drops considerably, the Ritz-Carlton encourages local Phoenix and Tucson residents to experience the beauty of the hotel on weekends by offering attractively priced weekend packages. The Ritz-Carlton uses which strategy for shifting demand to match capacity?
business analysis
During which stage of the new-service development process are demand analysis, revenue projections, cost analyses, and operational feasibility assessed?
executive listening approaches
Every 3 months, employees from a different franchise overseen by USFS conduct customer satisfaction telephone surveys. Among the employees who regularly participate in the survey process are senior managers, who are trained and certified to conduct survey interviews. Which type of interaction activity is USFS using to improve upward communication?
service intertia
Every month Wade gripes that he is being ripped off by the exterminating company and how he's going to find a new one. But he never does change service providers due to:
ambient conditions
Every time Beth takes her 3-year-old daughter shopping, the child complains about unpleasant smells. A sharp olfactory sense would make ____ in retail situations extremely important to Beth and her daughter.
hard
First National Bank of Chicago tracks 650 service quality measures relating to timely, accurate, responsive service. These measures are ____ measurements.
perishability
Flashdance Skating Rink got to keep the deposit from the canceled birthday party, but did not get the skate rental fees or the snack food money they had anticipated from the rental. They lost money as a result of the ____ characteristic of services.
be linked clearly to the organization's overall goals and vision
For a physical evidence strategy to be effective, it must:
dry cleaners
For which product is a consumer most likely to have the smallest evoked set of alternatives?
a haircut
For which service does successful service delivery depend on consumers having a moderate level of participation by providing information, effort, or physical possessions?
a service provider that builds long-term relationships with its customers
For which service provider is an employee empowerment strategy most suited?
A child care provider who has a reputation for providing the best and most responsible child care in a community
For which service provider would a guarantee be inappropriate?
assurance
For years, Texaco used the slogan "You can trust your car to the man who wears the star." Which dimension of service quality was the Texaco promotional campaign emphasizing?
critical incidents studies
Former purchasers of season tickets were asked to provide an anecdote about a satisfying and a dissatisfying experience at a Falcon game. The researchers used:
encounter
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.
self-actualization
From this information, it would appear that participation in the Survivor reality TV show would satisfy ____ needs.
personal need
Gina's expectation that the restaurant will always have a piece of chocolate pie for her is an example of a:
ALL OF THE ABOVE
Groups purchasing services encounter:
lack of inventory capability
Harris Woodward with Like New Windshield's goal is to make sure that he has enough customers without having more than he can handle efficiently. What is going to make it difficult for him to accomplish his goal?
electronic channel
Heffner Funeral Homes uses the internet to sell some 300 different products as well as a complete line of funeral services. Heffner Funeral Homes uses a:
their perception of equity
Henri and Al believed they received inadequate training because they could not get a job when the course concluded. TK thinks that academy was a great experience and really enjoys grooming the pets at Pet Heaven Kennels. In this example, satisfaction levels were influenced by:
gap 3
If a family reunion planner refuses to provide Simpson information about Uncle George and his descendants because he did not like Uncle George, that family member will have contributed to the widening of provider ____ by preventing Simpson from doing his job to the best of his ability.
channel ambiguity
If a franchisee were to conduct market research on the motel preferences of a frequent business traveler, conflict could arise as the franchisee and USFS decide who owns the research results. This would be an example of:
vertically
If the purpose of the service blueprint is to understand the integration of the various elements of the service process, the blueprint should be examined:
differentiate on price
If you buy your tickets early for a live theater production in Rome, you'll pay about 30% less than if you buy them the day of the show. What strategy does the theater company use to shift demand for theater tickets?
future expectations research
If you own a small advertising agency and have limited funding and even less time to spend on services marketing research, which type of research would you be LEAST likely to use?
two-part pricing
If you visit a county or state fair, you will pay a basic admission fee plus other fees if you want to enjoy any of the rides. County and state fairs that price this way are using:
the physical environment quality led the family to belittle the overall service quality
Imagine a bereaved family at a funeral home discovering a disco ball in the chapel, dirty restrooms, and rap music on the sound system. You would be correct in saying:
could be seen as demeaning
Improvements in efficiency have led some textbook publishers to stop making sales calls altogether on smaller colleges. It is a much better use of the sales force's time to call on schools with large classes and big adoption rates. From the customer's point of view, this application of the profitability tier:
intangibility
In India weddings are timed to occur when Venus is in the ascendant and Jupiter is strong. Astrologers said December 25 would be the best day for a wedding. The service provided by the astrologers is an excellent illustration of the ____ of services.
cost-plus
In ____ pricing, a service firm determines price by calculating component costs of the service and adding a mark-up.
Federal Express driver picks up package from customer
In a Federal Express overnight delivery service blueprint, which is an example of an onstage contact employee action?
remote service
In a ____ environment, the service facility can be designed to keep its employees motivated and to facilitate productivity, teamwork, and operational efficiency without any consideration of customers.
interpersonal services
In a ____ service environment, the servicescape must be planned to attract, satisfy, and facilitate the activities of both customers and employees simultaneously.
backstage contact employee actions from support processes
In a service blueprint, the line of internal interaction separates:
onstage contact employee actions from backstage contact employee actions
In a service blueprint, the line of visibility separates:
providing value comparable to the competition
In acquaintance relationships, firms generally focus on:
procedural fairness
In addition to compensation, customers expect ___. In other words, they expect fairness in terms of policies, rules, and timeliness of complaint process.
people, physical evidence, and process
In addition to the elements of the traditional marketing mix, the expanded mix for services includes:
switching costs
In many instances, customers develop loyalty to an organization in part because of costs involved in changing to and purchasing from a different firm. These costs are called:
contact employees and customers
In order to have a greater likelihood for ultimate success, who should be involved in the new service development process?
precise
In order to have a greater likelihood of ultimate success, a new service development system should be:
gap 3
In order to increase usage of the family-oriented ski resort, its owners sent letters to several college fraternities inviting them to spend their winter vacation at the resort. By inviting college students, the resort more than likely widened provider:
vertical demand configurations
In order to manage fluctuating demand in a service business, an organization must understand all EXCEPT:
assurance
In services with a high level of credence qualities, which service quality dimension is most important?
all that I get for all that I give
In talking to a travel agent, TJ Matthews learned that he could get a 3 day/2 night package to Disneyworld or he could have a 5 day/4 night stay at a hotel 50 miles away. Matthews decided the farther hotel was a much better value. Matthews defined value as:
elaborate
In terms of its servicescape complexity, The White Elephant, a restaurant that specializes in traditional Thai cooking, is an example of a ____ service environment.
ATM machine
In terms of servicescape complexity, which is a lean service environment?
scipt
In terms of the drama metaphor, Louise experienced a service:
customer actions
In terms of the service blueprint, the couple that decided to buy wedding insurance to protect themselves if the guests at their reception got food poisoning is part of which section of the service blueprint?
support processes
In terms of the service blueprint, the insurance underwriting company that makes it possible for them to offer the wedding insurance cheaply is part of which section of the service blueprint?
interactive
In terms of the services marketing triangle, the Singapore Airlines cabin crew engages in ____ marketing.
defines the problem and research objectives
In the first stage of the services marketing research process, the researcher:
internal
In the services marketing triangle, ____ marketing refers to all the activities the firm must carry out to train, motivate, and reward its employees to enable the service promise to be delivered.
friendship
In which evolutionary stage of customer relationships is customer retention fostered by a service provider consistently providing customers with quality goods and services as well as good value over time?
service concept development and evaluation
In which of the new-services development processes does a service firm produce a description of the service that represents its specific characteristics and features?
efficiency
In which of the service quality dimension that are used to evaluate websites would a set be deficient if it took longer than eight seconds to download?
management consulting business
In which service industry are you most likely to find the service provider using fee-for-service pricing?
retail book industry
In which service industry would you most likely find the service provider using competition-based pricing?
physical rehabilitation therapy
In which service is inadequate customer communication most likely to result in customer dissatisfaction?
surgery to remove the gall bladder
In which service situation would customers have the highest level of participation?
self-actualization
It is not uncommon for these people to immerse themselves in yoga, to challenge their own limits by taking up some death-defying sport, or to simply get validation from a therapist. In these ways, people can satisfy their ____ needs.
gap 3
It is very likely that wedding planners in New Delhi have difficulty narrowing provider ____ due to their inability to match supply and demand.
ego
Japanese are responding well to the new Teethart service because it satisfies their ____ needs.
gap 3
Jiffy Lube's failure to require franchisees to adhere to common service standards has led to provider ____.
word-of-mouth communication
Johanna's service expectation for the self-defense class was shaped by:
increase employee burnout
Keith-McCoy firm was operating at maximum capacity when it was asked to submit a bid on a very lucrative account in Chicago. If the firm were to win this account and keep all of its current accounts, it will more than likely:
situational factor
Kelly dined in a restaurant in Mobile, AL shortly after a hurricane had brushed the coastal area. Kelly, a long-time resident of Mobile, understood that ____ meant that she would need to modify her service expectations.
offering a guarantee
Kelso Massage Therapy promises its clients that their wait for a massage will be less than 15 minutes or the massage is free. Which service recovery strategy does Kelso Massage Therapy use?
service expectation meeting and review
Key Energy conducted an hour long interview with four of its largest customers. Only 25 questions were asked and much proving was done to find out exactly what the participants meant. This is an example of a:
standardizing services
Land surveyors may differ by a couple of feet in their determination of where 100-year-old landmarks used to be. This an example of the difficulty involved in:
enhance customer compatibility
Landis was afraid the 'No Smoking' sign might hurt the pub's business, but he was pleased to discover how many of the pubs regulars felt the same way he did. The No Smoking sign served to:
values and attitudes
Las Vegas is responding to the ____ of the Chinese middle class.
her emotional state
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:
adequate
Leonard's expectation that his train will be 5 minutes late reflects his ____ level of service for the Long Island Railroad.
spontaneity
Lia's experience at Parisian's is an example of which type of service encounter incident?
personal service philosophy
Lillie worked as a caterer when she was in college. Her attitude about how a caterer should act reflects her:
competitor
Lois Kay has decided to bake and decorate her daughter's wedding cake instead of ordering one at the bakery. What service delivery role is Lois Kay performing?
expertise capacity and psychic rewards
Lois Kay's decision to bake her daughter's cake herself was based on this knowledge and the joy of seeing her daughter's face as she first looks at the wedding cake made by her mother. Kay's decision to produce the service herself was primarily guided by:
higher; narrower
Luke who complained because his car was improperly repaired will have a ____ level of adequate service and a ____ zone of tolerance than Jack who did not complain about how poorly his car was running.
minimum tolerable
Lynette said all she expected from the day care at the gym was to get her children back at the end of the hour and learn the police had not been called because of something they did. Lynette has ____ expectations about the day care.
is very meaningful
Many carwashes offer free replacement washes to car owners if it rains or snows within 24 hours of the carwash. Because people who would take advantage of this service guarantee are the ones concerned about the appearance of their car, this guarantee:
avoidance
Many customers will not shop at traditional retail stores the day after Thanksgiving due to the crowds. This refusal to shop is an example of how the servicescape creates _____ behavior.
procedural fairness
Many frequent flyers have missed their flights due to long, slow security checks before being allowed to enter the airline's terminal. This policy designed to ensure safe flights has resulted in problems associated with perceived:
signs, symbols, and artifacts
Many people expect checkered tablecloths and bottles of Chianti wine at Italian restaurants and fortune cookies at Chinese restaurants. These are both examples of which composite direction?
services
Many people when they go on vacation are choosing to leave their dogs in posh pet resorts that offer a variety of activities for the dogs. Dog owners paying $17 per night for basic boarding at the pet resorts and up to an additional $20 for the other activities, which would be collectively classified as:
social
Many successful people would like to find someone to share their lives with, but are unable to make the connection. To satisfy this ____ need, some travel agencies are setting up two-week vacation cruises and tour groups for singles in their 20s and 30s.
communicate with customers
Many tax preparers send out mailings to their regular customers asking the customers to bring their tax information in to the tax preparer's office in Jan or Feb so they will get their returns quicker. Tax preparers are using which strategy for shifting demand to match capacity?
social bonds
Margaret and Lillie's relationship with the manicure salon exemplifies how a service provider use ____ to support its customer retention strategy.
help Marine Midlands Bank define the problem and establish research objectives
Marine Midland Bank hired marketing researchers. The first thing the research company did was to:
mass customization
Marriott's Express Check-Out allows the hotel to engage in:
customization
Mass ____ entails designing products and services to fit each customer's individual needs.
predictable demand cycle
Mass transit train and bus service has peak periods of demand Monday through Friday during morning and evening rush hours. Demand for mass transit service is a:
past experiences; situational factors
McDonald's with the help of technology is working to greatly reduce bad experiences at its restaurants. While ____ lead to dissatisfying transactions, it is hoped that ____ in the form of new technology will lead to satisfying transactions.
control
Measurement programs are used by franchisers as a ____ strategy.
safety and security; ego
Membership in a class that teaches self-defense would more than likely satisfy a ____ need and membership in an exclusive country club would satisfy a ____ need.
process
Mike experienced the ____ element of the dental office's services marketing mix.
control.
Monthly mystery shoppers visit each hotel and a franchisee can lose his or her franchise if the hotel does not meet minimum standards. USFS uses a ____ strategy.
mass customization
Moran Dry Cleaners provides its regular customers with several alternative pickup and delivery schedules rather than a single weekly pickup and delivery. This pickup and delivery system is an example of:
feedback mechanisms
Mystery shoppers were used extensively to make sure the Safeway employees were adhering to the Superior Service program. In terms of the process for developing service standards, the mystery shoppers were an example of:
vary the service offering
NYC rents some of its public school facilities to local flea markets on weekends during the school year and summer months. NYC is using which strategy for shifting demand to match capacity in public schools?
agent
Nancy Love represents several different mystery book authors to publishers and potential publishers. She operates as a sole proprietorship and it is an example of an:
identify the current service encounter sequence
New owners of the Atlanta Falcons wanted to increase attendance by giving customers what they wanted, such as online ticket purchasing, clean restrooms, and family-oriented halftime shows. The first step to developing these customer-defined standards was to:
managing the customer mix
Nude bathing is the norm at Tagoona lakefront beach. By prohibiting the wearing of clothes on weekdays, the Tagoona lakefront beach is:
explicit service promise
Oakley Millwork had 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. In this example, a ____ creates service expectation levels.
managing customer expectations
Offering choices to the customer is a strategy for:
trailer calls
Once all the problems were fixed, the team owner did not want to have any future attendance problems. He set up kiosks in the football stadium where attendees could give the team and the arena a "report card." This would be an example of:
blueprint the physical evidence of service
Once an organization that is developing a physical evidence strategy has recognized the strategic impact of physical evidence, it must next:
lost customer research
One benefit of ____ is that it identifies failure points and common problems in the service and can help establish an early-warning system for future defectors.
predicted service
One factor that influences adequate service is ____, the level of service that customers believe they are likely to get.
personifying the service in the customer's eyes
One frequent flyer on Singapore Airlines noted "its cabin crew do not give the usual impression of doing passengers a favor by taking care of them. They making flying with Singapore Airlines a pleasure." What role does this passenger have the cabin crew playing?
soft
One of Florida Power & Light's customer-defined standards is "Do not put customers on hold or transfer them." This is a ____ customer-defined standard.
hard
One of the customer-defined standards at Delta Airlines is "the number of pieces of luggage damaged per day." This is a ____ customer-defined service standard.
importance/performance matrix
One of the most useful forms of analysis in marketing research is the ____, which combines information about customer perceptions and importance ratings.
lost customer research
One type of research conducted by the agency was to interview former symphony season ticket holders who were no longer attending the concerts. In other words, the agency used:
SERVQUAL surveys
PSE&G will measure the gaps between customer expectations and perceptions along the five dimensions of service quality. Which type of research should PSE&G use?
PSE&G's guarantee is unconditional
PSE&G's service guarantee only applies to appointments for meter readings, account investigation, gas service, and gas appliance repair. Which statement about PSE&G's service guarantee is FALSE?
one-time fix
Parisian department store instituted a policy change allowing sales associates to accept personal checks up to $5000 without department manager approval. This new policy is an example of a:
people
Patients sitting in dental chairs are part of the ____ element of the services marketing mix.
USA insurance company
Peak demand regularly exceeds capacity in all of the following service businesses EXCEPT:
voicers, irates, activists, and passives
People who complain can be categorized as:
competition
Pizza Hut, Uncle Sam's, Domino's, and Papa John's all deliver pizza in Cartersville, GA. As a result, one would expect all of the pizza delivery services to use ____-based pricing.
improving customer education
Preparing customers for the service process is a strategy for:
service improvement
Pret a Manger introduced restaurant quality sandwiches with fast-food velocity. This would be an example of:
service development
Pret a Manger's faster service is a _____ growth strategy.
customer-defined
Progressive Insurance relies on ____ service standards.
gap 2
Provider ____ is the difference between company understanding of customer expectations and development of customer-driven service designs and standards.
gap 4
Provider ____ is the difference between service delivery and the service provider's external communications.
adaptability
Ross's experience at Enterprise is an example of which type of service encounter incident?
conducting market research
Service companies can close provider gap 4 by doing all EXCEPT:
determine potential employees' service competencies and service inclinations
Service firms use work simulation exercises to:
credence
Service provided by x-ray technicians, surgeons, dentists, and land surveyors are high in ___ qualities.
gap 1
Service providers like insurance companies that emphasize acquiring new customers rather than retaining current customers are broadening provider ____.
customer action
Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation. In terms of the service blueprint, Simone's telephone call is a:
requirements research
Structured brainstorming is an example of which type of research?
simultaneous production and consumption
Student participation in the Offshore Sailing School's classroom sessions and hands-on sailing instructions illustrates the ____ characteristic of services.
mystery shoppers
Sunoco hired an outside research organization to send people to Sunoco service stations twice monthly to grade staff on their customer interaction skills. What research method did Sunoco use to make sure that each station was implementing the new service strategy?
differentiating waiting customers
Supermarkets with express checkout lanes for customers purchasing 10 items or less are using which waiting line strategy?
physical evidence
Teethart uses the ____ element of its service to reduce stress associated with dental procedures.
deliverer
Terri Franciosa owns and operates a McDonald's restaurant franchise in New Jersey. Franciosa is the service:
heterogeneity
Terry was originally very satisfied with his service at Auto Lube. He brought his car back a couple months later and was not satisfied. Terry's experience at Auto Lube illustrates the ____ of services.
gap 1
The 25th Hour Inc is a business that runs errands for people. If any customer is not completely happy with the service, its employees are told to immediately refund the customer's money. This sort of recovery policy helps to narrow provider ____.
assumes all customers within each tier are homogeneous
The 80/20 two-tier scheme:
vertical communications
The Atlanta Kroger Marketing Area's newsletter "Hot Off the Press" is an example of:
social bonds
The Atwater family believes that Miller & Sons Funeral Home offers them good value for their dollar and the Miller sons and the Atwater boys played on the same high school football team. Miller & Sons Funeral Home is using ____ to implement its customer retention strategy.
facilities
The Baltimore Orioles offer standing room only seats to fans when a home game at The Ballpark is sold out. The Orioles are stretching ____ to flex the capacity of the Ballpark to meet fan demand.
requirements research
The Boston Symphony Orchestra hired a research agency to identify the positive and negative attributes of going to concerts. In other words, the agency conducted a:
gap 2
The CEO of Southwest Airlines is a model service leader, who is committed to providing high service quality. His service leadership closes provider ____.
new service for the currently served market
The Cirque du Soleil fused elements of theater with traditional circus skills to create a whole new form of entertainment. Cirque du Soleil is an example of a:
service line extension
The Dental Learning Systems journal is a:
managing the customer mix
The Detroit Tigers prohibits the sale and consumption of alcohol in the "family section" of Tiger Stadium. The Detroit Tigers are:
managing service promises
The GoldParker system at Hartsfield-Jackson International Airport in Atlanta is extremely popular among business travelers and works just as advertised. By instituting the GoldParker System, Hartsfield's management is:
derived service
The HR manager wants the company's top management and its sales force managers to approve of his selection of trainer. This is an example of a ____ expectation.
ergonomics
The Hilton Hawaiian Village's mattresses use ____ to create positive responses to the hotel's servicescape.
decreases its customers' perceived risk
The Itawamba Meditation Center promises in its ads that you will feel stress-free when you leave its facility after a week's stay or else it will refund its $200 a day room fee. The meditation center's guarantee:
market segments
The Kingston Little Theater knows that if it presents a musical from the 50s or 60s it will attract a large audience from the gay community to see the production. It could chart its demand pattern by looking at:
relationship surveys
The Learning Academy wants to monitor and determine the strengths and weaknesses of The Learning Academy's curriculum. Which type of research should The Learning Academy use to realize this objective?
retain the best people
The Ritz-Carlton Hotel recognizes and rewards employees who perform feats of outstanding service. They are using which human resource management strategy for closing provider gap 3?
obtain ideas for service improvement
The University of Central Florida's Incentive/Efficiency Program encourages employees to submit tangible ideas or suggestions that will result in savings or generate additional revenue for the University. UCF's Program is designed to achieve which research objective?
market-oriented ethnography
The University of Leeds used ____ to determine that people who have specifically chosen to watch a program are more likely to remain present for the commercial breaks within it.
empathy
The ____ dimension of service quality is the caring, individualized attention given to customers.
responsiveness
The ____ dimension of service quality refers to the willingness to help customers and provide prompt service.
customer
The ____ gap is the difference between customer perceptions and expectations.
personal service philosophy
The ____ is the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers.
lifetime value
The ____ of a customer is the increased value of profit that accrues for each additional customer remains loyal to a company rather than defecting to the competition.
responsiveness
The ability of Progressive Insurance to have an adjustor at accident sites so quickly is an example of which service quality dimension?
major innovation
The ability to connect to the Internet though a modem using the same wires that transmit cable TV was an example of a ____ when it was first introduced.
gap 1
The ability to count on this service in the event a handle is torn off or the side of a bag is gashed helps the airlines narrow provider ____.
support processes
The activities performed by maintenance workers to prepare the airplane for its next flight is part of which section of the service blueprint?
contingency pricing
The ad for legal services Marla saw indicated the lawyers would receive no money unless their client did. To Marla, this statement indicated the legal firm offering this service was using:
gap 4
The ads for a weight loss program that promised the program would change an individual's eating habits through hypnosis is probably overstating its usefulness because there are some people in the world that cannot be hypnotized. This sort of misleading advertising broadens provider ____.
modify timing and location of service delivery
The business program at KSU has classes that start as early as 6:30am and as late as 9:30pm for undergrads, and weekend classes. KSU is using which strategy for shifting demand to match capacity?
face-to-face
The capture of mock migrants is an example of a ____ encounter.
heterogeneity
The characteristic of a service that refers to differences in employees' performances is:
inadequate management of customer expectations
The children's disappointment at not baking at the Cookies party was a result of:
social
The closeness of the relationship that Marlon Johnson builds with the government employees he works with was realized by Taylor & Litford when Johnson left the firm, went to work for another one, and took his clients with him. This is an example of how ____ benefits can be both helpful and harmful.
has a service culture
The commitment to making the long flight as pleasant as possible indicates Singapore Airlines:
principal
The counterpart of the service ____ is the manufacturer of physical goods.
recovery
The couple's experience at Pig Pete's is an example of which type of service encounter incident?
barriers the customer faces in leaving a relationship
The development of strong customer relationships is strongly influenced by:
organism
The employees at Franklin Credit Union correspond to the ____ in the stimulus-organism-response model.
act quickly
The empowerment of employees makes which service recovery strategy easier to implement?
post introduction evaluation
The final stage of the service development process is:
periodically updated target levels and measures
The final step in the process for developing customer-defined standards is to:
define customers
The first step in conducting an internal customer service audit is to:
understanding customer requirements
The first step in delivering high service quality is:
recognize the strategic impact of physical evidence
The first step in developing an effective physical evidence strategy is to:
business strategy development or review
The first step in the new service-development process is:
identify existing or desired service encounter sequence
The first step in the process of developing customer-defined standards is to:
recovery paradox
The florist is wondering if he shouldn't deliberately underdeliver other jobs, compensate the consumer with some upgrade and benefit from even more positive feedback. The florist is responding to the:
association, physical representation, documentation, and visualization
The four strategies of tangibilization are:
boundary spanners
The frontline service employees are referred to as:
inventory
The fundamental issue underlying supply and demand management in services is the lack of ____ capability.
face-to-face
The greatest potential variability in the interaction between a customer and a service firm occurs in a ____ encounter.
evoked
The group of service providers a consumer considers to be acceptable options in a given service category is called the ____ set.
efficiency, fulfillment, reliability, and privacy
The growth of e-tailing has led to the identification of four core dimensions that consumers use to evaluate websites. They are:
partnership
The key to success in the ___ stage of the customer relationship is the firm's ability to organize and use information about individual customers more effectively than its competitors.
perishability and simultaneous production and consumption
The lack of inventory capability in services is due to which characteristics of services?
process checkpoint evaluations
The landscaper is using a method of gathering customer information most similar to which method?
the company must bear all of the financial risks
The largest impediment for company-owned service chains is:
the company has complete control over the outlets
The major benefit of distributing through company-owned channels is that:
labor
The marketing department at a well-known university has 11 full-time faculty members and 3 part-time faculty members. There are more than 400 marketing majors. The primary constraint for offering a course in direct mail marketing would more than likely be:
interactive
The marketing that goes on between an insurance agent and a current customer that is buying car insurance for a new teenage driver is an example of ____ marketing.
a contributor to quality and satisfaction and competitor
The mechanic will answer's Micah's questions and check his work to make sure that he has done nothing to damage his car's engine. Which service delivery roles is Micah, the customer, performing?
intangibility
The most basic and universally cited difference between goods and services is:
defines the problem and research objectives
The most critical stage in the services marketing research process is when the marketing researcher:
ego
The need to design your own structure as opposed to using generic designs is an example of a ____ need.
increase customer satisfaction and productivity
The overall goal of a customer participation strategy is to:
by looking at the commercials
The owner and employees of the Pet Palace developed a mobile grooming vehicle. How can Pet Palace NOT measure the success of its new service?
servicescape
The patient examination room in a doctor's office is a:
backstage contact employee actions
The people who maintain www.here2listen.com and who make it possible for Jessie to engage in an online chat with a therapist are examples of:
contributor to quality and satisfaction
The person answering the phone at the center mailed Japonica instructions for getting her suitcase repaired at the airline's expense. Japonica and DeShawn were pleased with the repair when the suitcase was shipped home about a month later. In this scenario, Japonica and DeShawn played the role of:
time
The primary constraint on service production for a lawyer is:
facilities
The primary constraint on service production for a popular, well-established theater company that annually presents a series of musical comedies is:
initiate communications in order to attract them
The primary goal of businesses that are in the first stage of their relationship with a customer is to:
compatibility
The process of managing multiple customer segments is called _____ management.
facilitator
The receptionist at Dr. Smith's office is shut off from the waiting area by a glass partition. At times, it is difficult to get her attention. In this example, the servicescape plays a role as a negative ____.
quanitative
The researchers would conduct ____ research if it wanted to test the hypothesis that Marine Midland customers did not like the services the bank provided for its checking account and its credit card customers.
package
The restrooms at the Merritt Coliseum, a venue for Shania Twain, Seal, and Chris Rock concerts, serve what servicescape role?
word-of-mouth communication
The review of Formia Ristorante that Jennifer read is a:
servicescape
The romantic mountain getaway seemed like the perfect Valentine's Day gift. But the couple found a cold, uninviting cabin with a shortage of creature comforts. In this service example, the ____ was not was the customers expected.
perishability
The service provided by the Indian wedding planners illustrates the ____ characteristic of services.
ALL OF THE ABOVE
The service quality the mock migrants perceive is determine by:
boundary spanner
The servicescape plays all the following roles EXCEPT:
situational factor
The snowstorm that delayed John's flight is a:
two-part pricing, captive pricing, and loss leadership pricing
The three types of complementary pricing are:
random demand fluctuations
The tsunami in Southeast Asia caused:
mental impalpability
The tutoring that Josh receives has a high degree of ____ for Josh's parents.
activist
The type of complainer that is called a ____ has an above average propensity to complain. They have a very optimistic sense of the potential positive consequences of all types of complaining.
external.
There is a sign at Mildred's Restaurant that reads "If you enjoyed your meal, please tell a friend." In terms of the services marketing triangle, this sign is a part of Mildred's ____ marketing.
hard
Things that can be counted, timed, or observed through audits are _____ customer-defined service standards.
manners and customs
This example illustrates how the cultural universal of ____ differs in the US and Latin America.
customer retention
This increase in deposit will help Moonlight Catering achieve its goal of:
gap 3
This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider ____.
market testing
This pre-opening fast food franchise practice is most closely related to which stage of the new service-development process?
security concerns
This unauthorized interception of data is an example of which challenge associated with electronic distribution of services?
improving customer education and managing service promises
Through its integrated communications with potential patients and patients, Emory Vision Center is:
SSTs
Tim was pleased with the use of ____ at the grocery check-out because it would allow him to get his eggs home unbroken without some store bagger dropping a melon on top of them.
rigorous recording of numbers and types of complaints through many channels
To be effective, complaint solicitations require:
social interaction
To combat online shopping, many mall retailers have tried to create a shopping experience that is entertaining because they believe that Internet retail sites are not designed to be fun. The malls are encouraging _____ behavior.
adjust capacity to match demand
To take care of all sizes of meeting groups, convention hotels have movable walls that allow them to expand or contract a facility as needed by the group. By modifying its facility, the convention hotels are able to:
those who arrive early or reserve early are more price sensitive than those who reserve or arrive late
Traditional yield management strategies are most profitable when:
customer choice
Travelocity is the only Internet site where consumers can go to purchase airplane tickets, hotel reservations, amusement park tickets, and admission to other tourist places. What benefit does Travelocity offer to travelers?
are alone while waiting
Waiting time feels longer when customers:
The many legal, cultural, and language barriers will make it very challenging
What advice would you give Progressive Insurance if it wanted to expand its market to include China, where there is a rapidly growing middle class?
automatic warnings or controls to ensure mistakes don't happen
What are poka-yokes?
It is not specific enough
What is wrong with this service goal posted in a restaurant: "Do not keep customers waiting too long to be served"?
market segmentation and value pricing
What two pricing strategies are most commonly used when the customer defines value as quality for the price paid?
cost-based
What type of pricing strategy is used by the detective agency?
critical incident technique
What type of research would Allstate most likely have used to discover how customers perceived Allstate's billing procedure?
interactive
When Abu went to open a bank account at First National Bank, he was greeted by a friendly account representative who explained the different banking services available. According the services marketing triangle, the actions by the account representative are a form of ___ marketing.
responsiveness
When Betty 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. Betty has since learned that this kind of service is commonplace at her bank. She knows the bank focuses on the ____ dimension of service quality.
act quickly
When DeWayne complained out loud that the hotel restaurant did not serve breakfast late enough, a hotel worker overheard him and went to the kitchen and brought him breakfast. Which service recovery strategy is being used in this example?
service
When Heather goes to the local gym, she has a personal trainer who helps make sure she is using the equipment correctly. The personal trainer is an example of a ____.
level of adequate service will be higher
When Karen visits Martha's Vineyard in March to dine at her favorite pizza restaurant, she expects great service because the tourists are not there. Because she predicts she will receive great service, her ____ than it is during the tourist season.
service development
When a company offers new services to current customers, it is using a ____ growth strategy.
implicit service promise
When a customer chooses between a restaurant in the pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a ____ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant.
gap 3
When a customer does not understand his or her role in the service delivery process, he or she is contributing to provider:
Marriott food service order clerk takes guest's order
When a guest staying at the Marriott Marquis in NY calls room service to order dinner, which is an example of a backstage contact employee action?
person/role
When a lawyer feels a conflict between what she is asked to do and her own personality, orientation, or values, she is experiencing ____ conflict.
one-time fix
When a local Taco Bell extended its operating hours on Friday and Saturday nights to 24-hour service to satisfy its college market, it was instituting a:
at optimum
When a service firm's resources are fully employed, but not overused; and customers are receiving quality service in a timely manner, the firm is operating ____ capacity.
whatever I want in a service
When comparing the value of health clubs, Shaundra believes value comes from having a "women's only" nautilus room and "women's only" aerobic classes. Shaundra defines value as:
responsiveness, compensation, and contact
When consumers have problems with a website, they use ____ dimensions to evaluate e-service quality.
It chose a hard standard without seeing if a soft standard would be more appropriate
When customers complained employees at Safeway Stores were unfriendly, Safeway instituted its Superior Service program, which required all employees to greet and make eye contact with every customer, always smile, and offer help whenever the customer appeared to need any. What mistake did Safeway make when it instituted this program?
when one party uses words like nice and different to describe the restaurant
When is a biased interpretation likely to occur during a discussion of a new restaurant?
when service quality is truly uncontrollable
When is a service guarantee inappropriate?
multiple queue
When it's time to pay for classes at New Bedford College, students can pick from one of three lines. Some lines seem to move faster than others, but all allow students to accomplish the same goal. Which queue configuration does New Bedford College use?
soft
When students at Fairleigh Dickinson University complete an instructor evaluation, one of the items they are asked to evaluate on a five-point scale is "The instructor presented the material clearly and summarized major points." This statement evaluation is a ____ measurement.
onstage contact employee action
When the character playing Alice in Wonderland signed autographs and had her picture taken with guests at Disneyworld, it was an example of a:
physical evidence
When you visit the website for Hyatt hotels, you can look at pictures of its newest hotels, register for its continuity programs, and make reservations quickly. These elements of its website are all examples of:
psychic rewards
Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon a non-economic factor that is referred to as:
empathy
Whether a household or firm chooses to produce a particular service for itself or contract externally for the service depends on all EXCEPT:
the multidimensional service environment
Which acts as the stimulus in the stimulus-organism-response model?
demand-based pricing
Which approach to pricing considers that customers may judge quality on the basis of pace?
ALL OF THE ABOVE
Which are determinants of service quality in a face-to-face service encounter?
ALL OF THE ABOVE
Which can influence how satisfied a customer is with a service?
ebay.com
Which company has had the greatest success with SSTs?
ALL OF THE ABOVE
Which cue would the homeowner be likely to use to evaluate the legal service?
Various parts of the company are responsible for different aspects of communication
Which describes a reason why integrated marketing communications have not been the norm in many companies?
efficient marketing research systems
Which factor does NOT cause provider gap 3?
creating clear standards
Which factor does NOT lead to provider gap 4?
over-promising
Which factor is NOT a factor leading to provider gap 1?
inappropriate physical evidence and servicescape
Which factor leads to provider gap 2?
provide time and place convenience for the customer
Which function do service intermediaries typically perform for service principal?
chef
Which hotel employee is NOT a boundary spanner?
ALL OF THE ABOVE
Which incident is likely to influence a customer's perception of service quality of an appliance store?
snack food
Which industry would be ranked highest by the American Customer Satisfaction Index?
partnering strategy
Which intermediary-management strategies has the highest potential to be effective?
willingness to perform service role
Which is NOT a base for differentiating waiting customers?
Buyer confidence about security of information
Which is NOT a benefit of electronic channels?
control over pricing
Which is NOT a benefit offered by agents and brokers to service principals?
A way to increase a customer's sense of risk
Which is NOT a benefit provided by a service guarantee?
integrate the service dimensions
Which is NOT a category of strategy that service providers can use to match service promises with service delivery?
word-of-mouth communication
Which is NOT a company controlled factor that influences customer expectations?
trailer calls
Which is NOT a form of qualitative research?
the control of customer relationships by the intermediary rather than the service principal
Which is NOT a franchising benefit to the franchiser?
providing financing for franchisees
Which is NOT a franchising challenge that a franchiser might have to cope with?
inability to build brand awareness
Which is NOT a franchising challenge to the franchisee?
stretching existing labor
Which is NOT a long-term strategy for adjusting capacity with demand fluctuations?
customer is not divisible
Which is NOT a reason why a service firm may avoid a customer relationship with a particular customer?
services are perishable
Which is NOT a reason why consumers perceive greater risks when buying services than when buying goods?
gain first-hand knowledge about competitors
Which is NOT a research objective for improving upward communication in a service organization?
increased capacity utilization
Which is NOT a risk associated with the use of price differentiation to smooth demand?
tranformation
Which is NOT a risk incurred by describing services in words alone?
orders delivered when promised
Which is NOT a soft customer-defined standard?
situational factors
Which is NOT a source of desired service and predicted service?
teach customers to avoid peak demand periods and see slow periods
Which is NOT a strategy a service provider would use if its goal were to manage customer expectations?
position customers
Which is NOT a strategy for enhancing customer participation in the service process?
restaurant salad bar
Which is NOT a technology substitution for personal contact and human effort?
utility
Which is NOT a type of differential used by service providers to synchronize demand and supply?
value pricing
Which is NOT an effective pricing strategy to use when customers define value as "low price"?
production
Which is NOT an element of the traditional marketing mix?
implement the service paradox
Which is NOT an example of a commonly used service recovery strategy?
understand the customer's question or request
Which is NOT an example of a hard customer-defined service standard?
satisfaction with reservation process
Which is NOT an example of a hard measurement?
taste
Which is NOT an example of a search quality?
Soft drink bottler
Which is NOT an example of a service business?
co-operatives
Which is NOT an example of a service intermediary?
stretch capacity
Which is NOT an example of a strategy used to shift demand to match capacity?
deliver products quickly
Which is NOT an example of an effective formal service goal?
price skimming
Which is NOT an example of an effective pricing strategy to use when the target market defines value as all that is received is all that is given?
color
Which is NOT an example of an experience quality?
the sales associate greeting a customer in a specialty clothing store
Which is NOT an example of technical outcome quality?
money
Which is NOT considered a capacity constraint for a service provider?
dynamic vs. static
Which is NOT one of the properties of intangibility that has been identified by the research of Banwari Mittal?
interest rate on a 6-month certificate of deposit
Which is NOT part of the evidence of service in a bank?
wide distribution
Which is a benefit enjoyed by service providers who use electronic distribution?
Representation of multiple service providers
Which is a challenge experienced by service providers when delivering services through agents and brokers?
competition from widening geography
Which is a challenge faced by service providers who use electronic distribution?
the minimizing of the risks of starting a business
Which is a franchising benefit to the franchisee?
Mass production of services is difficult.
Which is a marketing implication that results from the heterogeneity of services?
Synchronizing supply and demand is difficult.
Which is a marketing implication that results from the perishability of services?
ALL OF THE ABOVE
Which is a problem US Franchise Systems is likely to experience with one of its franchisees?
employee morale problems
Which is a risk associated with the use of yield management?
prepare customers for the service process
Which is a strategy used for improving customer education?
its parquet dance floor
Which is an element of the servicescape for the Fred Astaire Dance Studio?
ALL OF THE ABOVE
Which is an example of a behavior and action that defines the performance expected by customers?
alignment of company and intermediary goals
Which is an example of a partnering strategy?
Carolina Power, an electricity provider
Which is an example of a remote service environment?
Guest rooms
Which is an example of a tangible component provided by a hotel?
how people decorate their homes
Which is an example of aesthetics, one of the tools used to differentiate one culture from another?
an electronic hotel checkout
Which is an example of an SST?
going-rate pricing
Which is an example of competition-based pricing strategy?
what people collect and display in their homes
Which is an example of material culture, one of the tools used to differentiate one culture from another?
The day care center has carefully labeled bins for each parent to fill with food, diapers, clothes, and toys so that one child's stuff will not be confused with another's
Which is an example of poka-yokes?
ALL OF THE ABOVE
Which is an example of the people element of an airline company's services marketing mix?
The training the mechanic has received
Which is an intangible component of a car repair shop?
biased interpretation
Which risk incurred by describing services in words alone has led to the sales associates greeting customers at different time intervals?
Agents work for their principals continuously, rather than just for a single deal
Which statement about agents is true?
External marketing communications include advertising, public relations, personal selling, and sales promotions
Which statement about communication and the services marketing triangle is true?
Research on customer complaints allows companies to improve failure points and to improve or correct the performance of contact personnel.
Which statement about complaint solicitation is true?
Customer satisfaction is influenced by perceptions of service quality
Which statement about customer satisfaction and service quality is true?
Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences.
Which statement about customer satisfaction is true?
ALL OF THE ABOVE
Which statement about how technology has positively influenced service is true?
Predicted service estimates the level of service for one transaction.
Which statement about predicted service is true?
SERVQUAL is a type of relationship survey
Which statement about relationship surveys is true?
Many of the primary functions that distribution channels serve have no meaning in services
Which statement about service distribution is true?
Resolving all customer problems effectively has a strong impact on customer satisfaction and loyalty
Which statement about service failure and service recovery is true?
The use of service standardization is compatible with employee empowerment
Which statement about service standardization and employee empowerment is true?
The skills needed for managing services differ from those used for managing manufacturing businesses.
Which statement about services marketing is true?
The ACSI demonstrates to service providers that there is much room for improvement in customer satisfaction.
Which statement about the American Customer Satisfaction Index (ACSI) is true?
Services such as an MRI or a cat scan have a high level of mental impalpability
Which statement about the Banwari Mittal's properties of intangibility is true?
A good guarantee forces the company to focus on its customers.
Which statement about the benefits of service guarantees is true?
deliberately under-promise and over-deliver service
Which statement about what a service marketer can do if its customers have unrealistic expectations is true?
The research method is especially useful when the service is new
Which statement describes a benefit of critical incident studies?
Services cannot be inventoried.
Which statement describes a marketing implication that results from the intangibility of services?
Employees can affect the service outcome.
Which statement describes a marketing implication that results from the simultaneous production and consumption of services?
Labor is more difficult to price than materials
Which statement describes a problem in cost-based pricing for services?
Monetary price must be adjusted to reflect the value of non-monetary costs
Which statement describes a problem with demand-based pricing for services?
Employees are often reluctant to integrate technology into their work lives.
Which statement describes how consumers and employees are responding to technology-based services?
low degree of variability exists across providers of the same service
Which statement does NOT contain a reason why consumers lack accurate reference prices for services?
customer-defined standards should be reactive rather than predictive
Which statement does NOT describe a criterion for selecting behaviors and actions for customer-defined service standards?
Value is reliable service
Which statement does NOT describe how consumers typically define value?
Customer expectations are higher because of the excellent service they receive from some companies.
Which statement has been suggested as a plausible explanation for the customer perception that service quality is declining?
Increasing use of technology is perceived by many customers as less service because there is no human interaction
Which statement has been suggested as a plausible explanation for the customer perception that service quality is declining?
Customer-defined standards should be based on behaviors and actions that are very important to customers
Which statement is a criterion for selecting behaviors and actions for customer-defined service standards?
For nonprofessional services, consumers' decisions often entail the choice between performing the services for themselves and hiring someone to perform them.
Which statement regarding consumer evaluation of alternatives for services is true?
Personal sources of information become more important as the complexity of the service is being purchased increases.
Which statement regarding consumer information search for services is true?
Negative departures from a customer's expected service script detract from service performance.
Which statement regarding service purchase and consumption is true?
physical representation
Which strategy for tangibilization is the Four Seasons Hotel using in this ad featuring Marlene Wei?
credibility
Which theme is NOT a source of customer satisfaction/dissatisfaction in service encounters?
The fact that manufacturing firms are placing increased emphasis on providing services
Which trend has directly influenced the development of services marketing concepts and strategies?
Manufacturing firms are placing increased emphasis on providing services.
Which trend has influenced the development of services marketing concepts and strategies as illustrated by Extron's focus on customer service?
critical incident studies and lost customer research
Which two methods are low-cost research methods SwissAir could use to reach its research objectives?
person/role
Which type of conflict results from the fact that Sullins Cleaning requires its employees to wear uniforms?
relationship surveys
Which type of research is NOT done on a continuous basis?
lost customer research
Which type of research is most reminiscent of an exit interview?
mystery shopping
Which type of research is unique to services?
phone
Which type of service encounter did Daoud have with Wendy's drive-thru when he ordered his meal?
economic conditions in Mexico
Which would NOT be part of the customer's evidence of service for this experience?
poor design
Which would lead to dissatisfying SSTs?
The marketing research done by the motel chain includes insufficient research about what its target market wants.
Which would result in a broadening of provider gap 1?
differentiator
While most KFC restaurants look alike, there is one in Marietta, GA that is in the base of a 56-foot tall chicken replica with rolling eyes and a moving beak. In this example, the servicescape acts as a:
because the assurance dimension of service quality inspires trust and confidence
Why would a blood bank use the name Blood Assurance?
trailer calls
With a tracking system called the ESQi, Enterprise routinely follows up with customers by phone to determine their level of satisfaction with the company. Enterprise is using:
educating its customers
With the CDs, Auburn Moon is ___ about its entertainers and their abilities.
make the service fail safe
With which service recovery strategy is total quality management (TQM) most closely associated?
facilitator
Within the servicescape, the clearly displayed entrance and exit signs at a Jiffy-Lube 10 minute oil change place act as a:
implicit service promise
Zoe chose the higher priced service because she wanted her dog to have the best possible care while she was away. Zoe's service expectation level was determined by a:
Search
__ qualities are attributes a consumer can determine prior to purchasing a product.
Experience
__ qualities are attributes a consumer can only determine after purchasing and consuming a product.
Credence
__ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.
Emotional
___ labor is required from Disneyworld employees to always maintain composure.
Managing horizontal communications
___ means transmitting information across functional boundaries in an organization to align all functions with customer expectations.
Lasting service intensifiers
____ are individual, stable factors that lead consumers to a heightened sensitivity to service.
Explicit service promises
____ are personal and nonpersonal statements about a service made by an organization to customers.
Franchises
____ are service outlets licensed by a principal to deliver a unique service concept it has created or popularized.
Service improvements
____ are the most common types of new services.
Onstage contact employee actions
____ are those steps and activities that contact employees, like desk clerks and receptionists, perform that are visible to customers.
Ambient
____ conditions include background characteristics of the environment such as temperature and lighting.
Temporary service intensifiers
____ consists of short-term, individual factors that make a consumer more aware of the need for service.
Search
____ costs refers to the effort invested in identifying and selecting a service from your consideration set.
Nonmonetary
____ costs represent other sources of sacrifice perceived by consumers when buying and using a service.
External
____ customers are those individuals and businesses who buy goods and services from an organization.
Service recovery
____ describes what the owner of the rehabilitation center did when he gave a customer who was complaining that his therapist was an hour late for their appointment a credit for one free hour of therapy.
Interactional fairness
____ focuses on the interpersonal treatment received by the consumer during the complaint process.
Requirements research
____ involves identifying the benefits and the attributes that customers expect in a service.
Tangibility
____ is a key determinant of whether a product offering should be classified as a product or service.
Portfolio management for new products
____ is very useful in helping companies choose the right new service innovations in the first place.
Emotional
____ labor entails delivering smiles, making eye contact, showing sincere interest, and engaging in friendly conversations with customers who are essentially strangers and who may not ever be seen again.
Interaction
____ quality refers to how a service is delivered to the customer.
Perishability
____ refers to the fact that services cannot be saved, stored, resold, or returned.
Desired
____ service is the level of service the customer hopes to receive.
Competition
____-based pricing is used when there are a small number of large service providers.
Self-service technologies
_____ are services produced entirely by the customer without any direct involvement or interaction with the firm's employees.
Interactional fairness
_____ refers to the fact that a complaining customer expects to be treated fairly, with care and honesty.
Qualitative
_____ research is conducted to clarify problem definition and prepare for more formal empirical research.
assurance
"Like a good neighbor, State Farm is here." The slogan showed the availability of the State Farm agent to help in any way needed. Which dimension of service quality was State Farm emphasizing?
increase the positive moods and emotions of its customers
A Victoria's Secret speciality store is designed to:
derived service
A ____ expectation occurs when customer expectations are driven by another person or group of people.
zone of tolerance chart
A ____ is a composite of the perceptual satisfaction or service quality measures collected in an organization.
benefit; franchiser
A ____ of franchising to the ____ is that franchising leverages the business format to gain wider distribution.
partnering
A ____ strategy capitalizes on the skills and strengths of both service principal and service intermediary and engenders a sense of trust that improves the relationship.
is paid by the party who hired them
A broker:
voicer
A business traveler immediately took advantage of having a Hyatt customer service survey to let Hyatt know how unhappy he was with his room location. The business traveler would most likely be classes as a ____ type.
time
A busy executive billed a doctor for keeping him waiting when the patient showed up promptly at his appointment time. This is an example of the ____ costs of services.
manage its service promises
A chiropractor published a newspaper ad and described how he has helped patients with debilitating diseases to the point where they no longer have to rely on medication. The use of this narrative is one way the chiropractor as a service provider can:
ambient condition
A clean-smelling restroom is an example of a positive:
visualization
A commercial for Carnival Cruises shows a group of friends having a really great time. Which strategy for tangibilization is Carnival using in this commercial?
service development
A company abandoned wedding planning and began offering wedding insurance. The company is using a _____ growth strategy.
providing quick customer feedback
A company that sells children's clothing online has many customers who make selections of items they would like to buy, but abandon their selections before purchasing due to a complex checkout process. This is an example of how electronic channels can benefit service providers by:
identifies customers who need different sorts of attention
A company that uses a four-tier scheme to segment its customers by profitability:
expanding the 80/20 customer pyramid
A company that uses a four-tiered system to rank the profitability of its customers is:
do ALL OF THE ABOVE
A consumer emotional state or mood can:
self-service
A convenience store is a ____ environment.
interpersonal
A dance studio is a ____ environment.
a differentiator and as a facilitator
A hair salon designed to appeal to children has carousel horses they sit on for haircuts and large TVs that play cartoons. The child-friendly hair salon's servicescape services in what two capacities?
poorly perceived service
A major cause of ____ is the difference between what a firm promises about a service and what it actually delivers.
simple perception-action correlation
A med clinic conducted a research study to determine the standard for patients' wait time in the reception area by having patients note the time they arrived, when they get called to the exam room, and then asked questions about the customers' perceptions of the wait. The med clinic conducted a ____ study to establish measures and target levels for wait time standards.
productive resource
A passenger using a Continental Airline' automated ticket machine is playing the role of a:
passive
A person who is a ____ is a type of complainer who is unlikely to say anything to the service provider. This type of complainer often doubts the effectiveness of complaining because of a belief that the consequences will not merit the time and effort they will expend complaining.
taking no action whatsoever
A person who is a passive type of complainer would react to this by:
confronting the carpenter at another job site and demanding to know when he would be back to finish the floor
A person who is a voicer type when it comes to complaining would react to this by:
firing the carpenter and hiring another one who is willing to complete the job
A person who is an irate type when it comes to complaining would react to this by:
everything I want in a service
A prestige pricing strategy is appropriate when customers define value as:
customer retention
A primary goal of firms at the friendship stage of the relationship is:
perishability
A professional baseball team that has unsold tickets for a Friday night game cannot resell those tickets for a game the following afternoon due to the ____ characteristic of services.
the customer interacts many times with the same company, but different service providers
A psuedo-relationship occurs when:
selling
A retail travel agent is a ____ agent.
service development and evaluation
A service blueprint is developed during which stage of the new service-development process?
remote
A service encounter without any direct human contact is a ____ encounter.
demand is below optimum capacity
A service firm is underutilizing its labor, equipment, and facilities when:
service attribution
A tired piece of chicken from room service led the salesperson to conclude that the hotel did not care about his comfort. Therefore, the salesperson decided to never stay at this hotel again. The salesperson's lack of satisfaction with the hotel was due to:
a product feature
A tired piece of chicken in a congealed sauce kept 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.
standardize it services
A traveler could not estimate how much time it would take to make reservations, check-in, to board - the time spent on these activities was typically directly related to the experience and training of the airline's employees. Canadian Airline could provide better service to its highest-yield customers if it could:
soft
A vacuum cleaner repair shop called recent customers to ask if the people who waited on them were friendly. These are ____ measurements.
lost customer research
A week after Kim cancelled her First USA MasterCard, she received a survey in the mail asking questions about First USA's service quality. Which type of research did First USA conduct?
structural bonds
According to patient surveys, Aramark has boosted patient satisfaction by almost 10% by providing customized meals. Aramark is using ____ in its customer retention strategy.
20% of a company's customers produce 80% of the company's profit
According to the 80/20 rule:
physical evidence
Alicia and Jordan experienced the ____ element of Formia Ristorante's services marketing mix.
rewarding customers
Alicia was told if she rented the cleaning service's equipment and cleaned her carpets herself, it would cost her 50% less and be done much sooner because the service's personnel were booked solid for the next 2 weeks. The cleaning service is:
a service paradox
All are causes for the customer's brand switching EXCEPT:
housekeeping staff
All are elements of a hotel's servicescape EXCEPT:
utility costs
All are examples of nonmonetary costs EXCEPT:
clerical speed and accuracy
All are service inclination skills EXCEPT:
servicescape
All aspects of the organization's physical facility are collectively referred to as the:
patients
All would be classified as internal customers of a hospital EXCEPT:
convenience
Although Barnett Bank had a higher minimum balance requirement for free checking than the other two banks she considered, Kaori chose Barnett because it was located closer to her home than the other banks. Kaori would rather expend other costs than ___ costs.
perceived service alternatives
Although Janice and Selema usually order pizza from Pizza Hut, they had recently received coupons in the mail from two other neighborhood pizza restaurants for discounts on the purchase of two medium pizzas. JoJi's Gourmet Pizza and Angelo's Pizzeria are providing the roommates with:
competitor
Amber found a website that told her exactly how she should child-proof her home. Joyce hired Baby Safe, an agency to child proof her home. Which service delivery role did Amber perform?
an open five-story parking garage
Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?
time
American Airlines BreakAway fares offer travelers substantial savings on nonstop flights from Newark to LA from Aug to Oct. American Airlines is using a ____ differential.
soft
American Airlines conducts ongoing in-flight surveys to asses passengers' perceptions of their experience. This research provides feedback on ____ measurements.
evoked
American Airlines, Continental Airlines, Delta Airlines, and USAir comprise Daphne's ____ set.
service performance index
American Express's "Service Tracking Report" is a:
value is low price
American Women Fitness Centers offer first-time customers a 3-month membership for $20 off. American Women's Fitness Centers' pricing strategy is aligned with which of the following customer definitions of value?
selling
An agent who negotiates commercial endorsements and speaking engagements for professional athletes is an example of a ____ agent.
ergonomics
Another name for human factors design is _____, which could lead to the creation of airline passenger seats that provide adequate back support and leg room.
creating tiered-value service offerings
Cable TV companies that offer subscribers different programming packages are:
58%
Calculate the hotel's yield for a Saturday night, if it fills 50% of the $150 rooms and sells all of the $100 rooms.
functionality
Canadian Airline has installed gate-side business centers where travelers can send last-minute faxes and emails, and gave in-flight "power to the seat." These amenities are an example of:
a new service for the currently served market
Canadian Airline's gate-side business centers are an example of:
service encounter sequence
Canadian Airlines diagnosed that a problem existed with its:
improving customer education
Clarifying expectations after the sale is a strategy for:
encounter
Danielle's interaction with Minnie Mouse was actually a service ___ with Disneyworld.
challenges; franchisee
Encroachment and lack of perceived control are ____ of franchising to the ____.
gap 1
Enterprise Rent-A-Car closes provider ____ by using market research and their ESQi.
soft
Enterprise's ESQi is a ____ customer-defined standard.
friends
Following the acquaintance relationship in the evolution of customer relationships is the customers as ____ stage.
psychological
Initial consumer resistance to online bill paying resulted from a ____ cost in using a new service.
competitor
Instead of having a hair stylist color her hair, Chandris prefers to dye her own hair. Which role is Chandris performing?
created tiered-value service offerings
Internet service providers that offer subscribers their choice of hook-up speed and type of spam blockers are:
results-based
Kenda teaches swimming lessons at the YWCA. Payment is not due until the child can swim the length of the pool. The YWCA is using a ____ pricing strategy.
process
Monthly treatments in this spa-like environment reflect the ____ element of Teethart's service mix.
gap 3
Provider ____ is the difference between the development of customer-driven service standards and actual service performance by company employees.
failure to connect service design to service positioning.
Provider gap 3 of the gaps model of service quality is caused by:
a patient receiving an x-ray neglects to tell the technician she was pregnant.
Provider gap 3 would be created when:
gap 4
Providing this sort of educational literature on cholesterol readings to patients is one way doctors try to narrow provider ____.
style change
Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint. The repainting of the walls of the service provider is an example of a:
build long-term relationships through social and interpersonal as well as financial bonds
Retention strategies based on social bonds:
focus on mass customization and customer intimacy
Retention strategies built around customization bonds:
use price as the primary marketing mix element
Retention strategies built around financial bonds:
The growth in the use of technology-based services.
Return Path is a company that provides changes of addresses to businesses. Return Path is a part of which trend in the services marketing industry?
lasting service intensifier
Rich's expectation that an ADT home security system will prevent further burglaries and protect his family results from a:
cultivate relationships with customers
Roger Pack has used the same grooming salon for his dogs for 10 years. He did not make a big deal out of a grooming mistake because of his long-term dealings with the salon owner. Which service recovery strategy is being used in this example?
service improvement
Since Madyson did not feel nearly as anxious before going to the oncologist's exam room, she decided the addition of the swimming fish was a good:
current and/or future profitability
Since service companies have determined they need not serve all customers equally well, they have divided their target markets according to:
confidence
Sonda has been having her hair cut by Logan for five years. Logan does an excellent job cutting her hair and staying up to date on the latest styles and hair care products. Sonda realizes ____ benefits from her relationship with Logan.
reliability
Southwest Airline's on-time performance reflects the ____ dimension of service quality.
service is provided in a self-service environment
Spatial layout and functionality increase in importance when:
substitution of technology for personal contact and human effort
Standardization of services occurs through:
customization bonds
Step-by-Step day care center offers parents several other services not normally offered by day by day care centers. In this way, Step-by-Step is using ____ to support its customer retention strategy.
tangibles
The Walt Disney Company's dress code reflects the ___ dimension of service quality.
assurance
The ___ dimension of service quality is highly dependent on employees' ability to communicate their credibility and to inspire trust and confidence.
soft
The ____ customer-defined standards are opinion-based measures and cannot be directly observed.
reduce the inherent risk in the purchase of a service
The caterer allows prospective clients to sample his products before purchase in order to:
difference between customer expectations and perceptions
The central focus of the gaps model of service quality is the:
intangiblity
The characteristic of a service that means that it cannot be seen, felt, tasted, or touched is:
interactional unfairness
The employee took the skirt, gave Mariko a dirty look, and began sorting some items on the counter. Mariko experienced:
ideal
The highest possible level of customer expectations is ____ ideal expectations.
easy to invoke and collect
The housekeeping service guarantee requiring a doctor's note and notarized letter is ineffective because it is NOT:
inadequate internal marketing communications
The inconsistent desk clerk behaviors at the Hiltons experienced by Kenta and Sawako resulted from:
coordinate its external communications
The inn manager told Kente that his hotel did not offer a wake-up service and apologized for the inconvenience. He did not offer her a free breakfast and Kente swore never to stay at the inns again. The chain of inns needs to:
service
The maintenance contract offered by Sears on its Kenmore refrigerators, dishwashers, and microwaves is an example of a _______.
intangibility
The sort of detailed assistance provided by the wedding consultant illustrates the ____ of services.
sales promises
The sources of customer expectations are market-controlled factors such as:
future expectations research
The synectics approach, features research, and lead user research are all categorized as forms of:
simultaneous production and consumption
The tandem skydiving jump illustrates the ____ characteristic of services.
customization
The term customer intimacy is most closely related to the establishment of ____ bonds.
onstage contact employee action
The therapist Jessie communicated with online at www.here2listen.com is an example of a ____ in the service blueprints for the website.
learn from lost customers
Two months after Kate stopped playing golf, the golf course manager called Kate and asked why she had not returned to play another game. Which service recovery strategy is being used?
brand loyalty
USAir's Frequent Traveler Program increases:
tolerance
With Molly's 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. Her recent haircut was in her zone of ____ because while it didn't look great all the time, a quick brushing was all that was needed to fix it.
empowerment
With ___ strategies, the service principal allows greater flexibility to intermediaries based on the belief that their talents are best revealed in participation rather than acquiescence.
Franchises
____ are the most common type of intermediary for services.
Customer-driven
____ standards are operations standards set by a service firm to correspond to customer expectations.
Competition
____-based occurs when services are standardized across providers.
