Exam 12: Delivering the Customer Experience: Bricks and Clicks

Karen likes using the SERVQUAL scale to measure her clients' perception of the quality of her hair styling salon because it includes assessing ________,which involves the physical facilities and equipment and professional appearance of the stylists.These aspects are very important for the comfort of her clients.

Discuss the social and physical dimensions of the service encounter,explaining how marketers can use these dimensions to improve the quality of the service encounter.

As a service provider,why might you perceive the buyer-seller interaction in the service encounter to be especially critical?

The president of a fast growing company that manages retirement communities states that the degree of caring and individual attention the residents receive is the most important component of service quality for his company.The president would be most likely to focus on the results in which of the following dimensions of the SERVQUAL scale?

Which of the following types of retailers place the most emphasis on salespeople assisting customers throughout the purchase process?

According to the ________ hypothesis,new retailing forms often begin as low-margin,low-price,low-status operations to challenge established retailers;then become successful;and eventually take the place of the established retailers they had challenged.

Give an example of how global retailers have adjusted their offerings to meet the needs of different populations around the world.

Which of the following types of retail stores would likely offer the broadest assortment of merchandise and services?

What is meant by merchandise breadth and depth? Give an example of a store for each of the following: narrow assortment,broad assortment,shallow assortment,and deep assortment.

Compare and contrast specialty stores and convenience stores.

To implement the market fulfillment approach,an agent would first identify a client and then identify an unmet need in the market that client could fulfill.

Experiential shoppers enjoy the "thrill of the hunt" available through the experience of shopping on-line.

A customer got a great haircut at a salon and went back six weeks later to the same person to get a second haircut.This time,the customer received one of the worst haircuts of his life.The difference between the two haircuts is due to the ________ characteristic of services.

________,such as Target and Kohl's,provide merchandise return and offer credit,but customers select merchandise without much assistance.

Explain how customers are an important element of the service encounter.

Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes?

An advertisement for the Blue Ridge Parkway (a highway)that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of ________.

The environment in which service is delivered is referred to as the ________.

JetBlue is a low-fare airline.JetBlue gives customers a friendly cabin crew,roomy overhead bins,live satellite TV at every leather seat,and even pay-per-view movies.How is JetBlue striving to provide quality service? Explain your answer.

Costco's surprise offerings of seconds,overstocks,and closeouts-occasionally including diamonds-is an example of how a retailer can differentiate itself through its ________.