Question 1

How can services marketers use customer complaints to better understand customer expectations?

Accepted Answer

Customer complaints are one way to identify customers' zone of tolerance: the minimum level of service they will accept before they will go elsewhere.

Question 2

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Accepted Answer

A) True 
 B)False  True

Question 3

Rob was complaining to another member of the lawn crew,"I don't know how they expect me to do an adequate job.The mower doesn't work right,the trimmers are so dull they don't cut anything,and the rest of the equipment is so old we can't get parts." Rob's company lacks the __________ workers need to be able to do a good job.

Accepted Answer

A)  maintenance schedule 
B)  instrumental support 
C)  emotional support 
D)  service infrastructure 
E)  customer expectation mechanisms 
A)  maintenance schedule 
B)  instrumental support 
C)  emotional support 
D)  service infrastructure 
E)  customer expectation mechanisms B

Question 4

Airline passengers in Europe receive much greater monetary compensation when they are bumped due to overbooking than do passengers in the United States.How do airline passengers determine what is "fair" when there is a service failure?

Accepted Answer

Consumers use a variety of factors to de

Question 5

Medical services,assisted living care,and active senior travel are all examples of

Accepted Answer

A)  services shifted abroad because costs are lower in developing countries. 
B)  services an aging population will increase the demand for. 
C)  household maintenance activities that people increasingly pay others to perform. 
D)  the price elasticity effect on services demand. 
E)  the ability of empowerment to create tangible service products. 
A)  services shifted abroad because costs are lower in developing countries. 
B)  services an aging population will increase the demand for. 
C)  household maintenance activities that people increasingly pay others to perform. 
D)  the price elasticity effect on services demand. 
E)  the ability of empowerment to create tangible service products.

Question 6

Latosha was employee of the month at Jersey Mike's Subs,primarily because she provided excellent customer service by serving food quickly.This relates to the reliability service dimension.

Accepted Answer

A) True 
 B)False

Question 7

Cheryl will let only Martiné cut her hair.She has tried other stylists,but she knows from experience that Martiné cuts her hair well every time.For Cheryl,__________ is the most important of the five service quality dimensions.

Accepted Answer

A)  assurance 
B)  reliability 
C)  tangibles 
D)  responsiveness 
E)  empathy 
A)  assurance 
B)  reliability 
C)  tangibles 
D)  responsiveness 
E)  empathy

Question 8

Hilton Hotels trains its front desk employees to dress neatly and conservatively to project a professional image.This relates to the service dimension of tangibles.

Accepted Answer

A) True 
 B)False

Question 9

Services marketing managers have learned that more employees will support a quality-oriented process if

Accepted Answer

A)  they are involved in setting the goals. 
B)  perishable services are replaced with tangible services. 
C)  they are required to diverge from existing standards. 
D)  customers are responsible for setting service quality standards. 
E)  the process involves both part-time and full-time employees. 
A)  they are involved in setting the goals. 
B)  perishable services are replaced with tangible services. 
C)  they are required to diverge from existing standards. 
D)  customers are responsible for setting service quality standards. 
E)  the process involves both part-time and full-time employees.

Question 10

Service providers often encounter rude and unreasonable consumers.Services marketing managers can reduce the delivery gap,even for these customers,by

Accepted Answer

A)  empowering consumers. 
B)  providing support and incentives for their employees. 
C)  directing zone of tolerance limits for employees. 
D)  doing effective customer screening. 
E)  forcing rude customers to use technology. 
A)  empowering consumers. 
B)  providing support and incentives for their employees. 
C)  directing zone of tolerance limits for employees. 
D)  doing effective customer screening. 
E)  forcing rude customers to use technology.

Question 11

The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence.

Accepted Answer

A)  assurance 
B)  reliability 
C)  responsiveness 
D)  empathy 
E)  tangibles 
A)  assurance 
B)  reliability 
C)  responsiveness 
D)  empathy 
E)  tangibles

Question 12

Which of the following is not one of the five dimensions used by consumers to determine overall service quality?

Accepted Answer

A)  assurance 
B)  reliability 
C)  acceptability 
D)  responsiveness 
E)  empathy 
A)  assurance 
B)  reliability 
C)  acceptability 
D)  responsiveness 
E)  empathy

Question 13

_________ means allowing employees to make decisions about how service is provided to customers.

Accepted Answer

A)  Endorsement 
B)  Quality control 
C)  Standardization 
D)  Empowerment 
E)  Authorization 
A)  Endorsement 
B)  Quality control 
C)  Standardization 
D)  Empowerment 
E)  Authorization

Question 14

The Crystal Beach Resort has a five-star rating and wants to keep it that way.The resort has specific standards for service and has trained its employees to deliver service according to these standards,but even one unhappy customer could endanger the resort's reputation.What can the manager do to ensure that frontline employees offer consistent,excellent service to every visitor?

Accepted Answer

A hotel can reduce the delivery gap by f

Question 15

What are some of the outcomes that result from a communications gap?

Accepted Answer

If a firm promises more than it can deli

Question 16

Dopson's Hardware was in bad financial shape.It owed so much money that vendors put the store on a cash-only delivery basis.As a result,the store had a dwindling inventory of goods to sell.Whenever a customer asked about an unavailable item,the owner directed the sales staff to say that it was on backorder and would be in stock next week.When the customer returned,the item was still unavailable.The owner's policy created a(n)__________ gap.

Accepted Answer

A)  knowledge 
B)  empowerment 
C)  communication 
D)  standards 
E)  tangibility 
A)  knowledge 
B)  empowerment 
C)  communication 
D)  standards 
E)  tangibility

Question 17

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  spendability 
D)  perishability 
E)  heterogeneity 
A)  intangibility 
B)  inseparability 
C)  spendability 
D)  perishability 
E)  heterogeneity

Question 18

Effective service recovery efforts can lead to all of the following except

Accepted Answer

A)  increased purchase intentions. 
B)  increased positive word of mouth. 
C)  increased customer satisfaction. 
D)  lower levels of satisfaction than prior to the service failures. 
E)  increased dependence on technology to prevent future service failures. 
A)  increased purchase intentions. 
B)  increased positive word of mouth. 
C)  increased customer satisfaction. 
D)  lower levels of satisfaction than prior to the service failures. 
E)  increased dependence on technology to prevent future service failures.

Question 19

Flora wants to develop a zone of tolerance analysis for her veterinary practice.What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

Accepted Answer

A zone of tolerance refers to the area b

Question 20

Effective service recovery entails all of the following except

Accepted Answer

A)  listening to the customer. 
B)  estimating the damage. 
C)  providing a fair solution. 
D)  resolving the problem quickly. 
E)  involving customers in the service recovery where possible. 
A)  listening to the customer. 
B)  estimating the damage. 
C)  providing a fair solution. 
D)  resolving the problem quickly. 
E)  involving customers in the service recovery where possible.

How can services marketers use customer complaints to better understand customer expectations?

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Airline passengers in Europe receive much greater monetary compensation when they are bumped due to overbooking than do passengers in the United States.How do airline passengers determine what is "fair" when there is a service failure?

Medical services,assisted living care,and active senior travel are all examples of

Latosha was employee of the month at Jersey Mike's Subs,primarily because she provided excellent customer service by serving food quickly.This relates to the reliability service dimension.

Cheryl will let only Martiné cut her hair.She has tried other stylists,but she knows from experience that Martiné cuts her hair well every time.For Cheryl,__________ is the most important of the five service quality dimensions.

Hilton Hotels trains its front desk employees to dress neatly and conservatively to project a professional image.This relates to the service dimension of tangibles.

Services marketing managers have learned that more employees will support a quality-oriented process if

Service providers often encounter rude and unreasonable consumers.Services marketing managers can reduce the delivery gap,even for these customers,by

The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence.

Which of the following is not one of the five dimensions used by consumers to determine overall service quality?

_________ means allowing employees to make decisions about how service is provided to customers.

What are some of the outcomes that result from a communications gap?

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

Effective service recovery efforts can lead to all of the following except

Flora wants to develop a zone of tolerance analysis for her veterinary practice.What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

Effective service recovery entails all of the following except

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 13: Services: the Intangible Product

How can services marketers use customer complaints to better understand customer expectations?

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Airline passengers in Europe receive much greater monetary compensation when they are bumped due to overbooking than do passengers in the United States.How do airline passengers determine what is "fair" when there is a service failure?

Medical services,assisted living care,and active senior travel are all examples of

Latosha was employee of the month at Jersey Mike's Subs,primarily because she provided excellent customer service by serving food quickly.This relates to the reliability service dimension.

Cheryl will let only Martiné cut her hair.She has tried other stylists,but she knows from experience that Martiné cuts her hair well every time.For Cheryl,__________ is the most important of the five service quality dimensions.

Hilton Hotels trains its front desk employees to dress neatly and conservatively to project a professional image.This relates to the service dimension of tangibles.

Services marketing managers have learned that more employees will support a quality-oriented process if

Service providers often encounter rude and unreasonable consumers.Services marketing managers can reduce the delivery gap,even for these customers,by

The service dimension called __________ refers to the ability of the firm's employees to convey trust and confidence.

Which of the following is not one of the five dimensions used by consumers to determine overall service quality?

_________ means allowing employees to make decisions about how service is provided to customers.

What are some of the outcomes that result from a communications gap?

One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

Effective service recovery efforts can lead to all of the following except

Flora wants to develop a zone of tolerance analysis for her veterinary practice.What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

Effective service recovery entails all of the following except

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Social and Mobile Marketing

Marketing Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Pricing Concepts for Establishing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters