Exam 10: Transacting Value Pricing Concepts and Strategies : Establishing Value

When a firm is trying to match customer expectations with actual service through research, it is attempting to reduce the gap.

Marketers of services try to reduce the nature of services through training and standardization.

The University of Westry has a very traditional campus with an old-world look and feel.Dorm rooms are large, but the bathrooms look a little old.Which of the five service quality dimensions does this reflect?

By setting appropriate service standards and measuring service performance, firms can reduce the gap.

The dimension of reliability refers to the:

Sara does not like to wait for long before being served at a restaurant.Hence, the dimension of service that will influence Sara when she rates the quality of service at the restaurant will be:

Employee empowerment is an ineffective way to reduce the delivery gap.

The marketing of services is more challenging than marketing products as they are intangible and inseparable from their providers.

A delivery gap is the difference between the firm's standards and the actual service it provides to customers.

The zone of tolerance is an important marketing metric used to evaluate the performance of the firms on the five service quality dimensions.

Martin works at the customer support division of an electronics company.He gets upset when he is abused by customers who are unhappy with his responses.Martin's manager understands his situation and supports him in his attempt to satisfy the customers.Which of the following methods is the manager using to help in reducing the delivery gap?

The CEO of a services company routinely attends the team meetings of the company.He understands customer problems and provides solutions based on his experience and by following a standard well-defined process.This works as a cue to the employees to emulate the CEO in the way problems are handled.Which of the following strategies is being exemplified in this scenario?

The difference between the actual service provided to customers and the service that the firm's promotion program promises is referred to as the:

The area between customers' expectations regarding their desired service and the minimum level of acceptable service is called the:

Marketing a service is more challenging than marketing a product because a service is:

Which of the following terms refers to a characteristic of a service which states that a service cannot be touched, tasted, or seen?

The standards gap differs from the communication gap in that the standards gap pertains to the difference between:

By being more realistic about the services they can provide and by managing customer expectations effectively, firms can close the gap.

The appearance of physical facilities, equipment, personnel, and communication materials is summarized by the service dimension called:

The standards gap differs from the delivery gap in that the delivery gap is the difference between: