Question 1

Factors that lead to customer switching behavior include all of the following EXCEPT ________.

Accepted Answer

A) problem solving 
B) pricing 
C) inconvenience 
D) ethical problems 
E) none of the above

Question 2

Customers are becoming more sophisticated about buying product-support services and are pressing for services unbundling.

Accepted Answer

A) True 
 B)False

Question 3

Developing brand strategies for a service brand requires special attention to choosing brand elements,establishing image dimensions,and devising the branding strategy.

Accepted Answer

A) True 
 B)False

Question 4

The SERVQUAL scale includes the five determinants of service quality.Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today.What are the five determinants that firms such as Southwest,Disney,and Marriott honor so highly?

Accepted Answer

The answer of The SERVQUAL scale includes the five determinants...

Question 5

The model of service-quality expectations is based on the premise that customer perceptions and expectations of service quality change over time,but at any one point in time are a function of prior expectations of what will and what should happen during the service encounter,as well as the actual service delivered during the last contact.The researchers' empirically tested model contends that the two different types of expectations have opposing effects on perceptions of service quality.List these two models.

Accepted Answer

The answer of The model of service-quality expectations is based...

Question 6

One of the strategies to equalize supply and demand for service providers is to price their services high when demand is low and low when demand is at its highest.

Accepted Answer

A) True 
 B)False

Question 7

Classes of services can be branded vertically on the basis of ________.

Accepted Answer

A) popularity and price 
B) cost of providing the service 
C) price and quality 
D) price and frequency 
E) target return on investment

Question 8

The service quality of a firm is tested at each service encounter.

Accepted Answer

A) True 
 B)False

Question 9

Services differ as to whether they meet a personal need or a ________.

Accepted Answer

A) quality need 
B) production need 
C) business need 
D) functional need 
E) customer need

Question 10

________ describes the employees' skill in serving the client.

Accepted Answer

A) Interactive marketing 
B) Internal marketing 
C) Client marketing 
D) Fixed marketing 
E) Technical marketing

Question 11

I have switched my dry cleaning provider because the cleaner did not perform up to my standards.This is an example of which of the following factors leading to customer switching behavior?

Accepted Answer

A) Service encounter failure 
B) Core service failure 
C) Response to service failure 
D) Involuntary switching 
E) Competition

Question 12

Services have four distinctive characteristics that greatly affect the design of marketing programs.Which of the following is NOT one of these characteristics?

Accepted Answer

A) Intangibility 
B) Communicability 
C) Variability 
D) Perishability 
E) None of the above

Question 13

Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

Accepted Answer

A) accommodating 
B) nonthreatening 
C) neutral 
D) negative 
E) positive

Question 14

Marketing academics and consultants Jeffrey Rayport and Bernie Jaworski believe that to deliver high levels of customer-perceived value,any customer-service interface should excel on four dimensions.Define the term "customer-service interface" and identify the four dimensions on which it should excel.

Accepted Answer

The answer of Marketing academics and consultants Jeffrey Rayport and...

Question 15

The service quality of a firm is tested at each customer encounter.The service-quality model highlights the main requirements for delivering high service quality.The model identifies five gaps that cause unsuccessful delivery.List each of these gaps.

Accepted Answer

The answer of The service quality of a firm is...

Question 16

Intangibility with regards to a service means that the service cannot be duplicated across providers.

Accepted Answer

A) True 
 B)False

Question 17

In developing a service blueprint,your firm has outlined each step in the delivery process of the service it provides.The development of a service blueprint is an attempt to minimize what element or characteristic of a service?

Accepted Answer

The answer of In developing a service blueprint,your firm has...

Question 18

To provide the best support,a manufacturer must identify the services customers value most and their relative importance.Johnson Controls introduced services that extend beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use and improve comfort and security.This is an example of adding ________.

Accepted Answer

A) facilitating services 
B) extended warranties 
C) life-cycle services 
D) service contracts 
E) value-augmenting services

Question 19

Services cannot be stored or inventoried.Attempts to regulate the "services" on the supply side-to increase the service providers when needed-include such strategies as part-time workers.What are some other ways a firm can "shift" supply for its services?

Accepted Answer

The answer of Services cannot be stored or inventoried.Attempts to...

Question 20

Holistic marketing for services requires external,________,and internal marketing.

Accepted Answer

A) exceptional 
B) incremental 
C) consistent 
D) interactive 
E) influential

Exam 13: Designing and Managing Services

Factors that lead to customer switching behavior include all of the following EXCEPT ________.

Customers are becoming more sophisticated about buying product-support services and are pressing for services unbundling.

Developing brand strategies for a service brand requires special attention to choosing brand elements,establishing image dimensions,and devising the branding strategy.

The SERVQUAL scale includes the five determinants of service quality.Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today.What are the five determinants that firms such as Southwest,Disney,and Marriott honor so highly?

One of the strategies to equalize supply and demand for service providers is to price their services high when demand is low and low when demand is at its highest.

Classes of services can be branded vertically on the basis of ________.

The service quality of a firm is tested at each service encounter.

Services differ as to whether they meet a personal need or a ________.

________ describes the employees' skill in serving the client.

I have switched my dry cleaning provider because the cleaner did not perform up to my standards.This is an example of which of the following factors leading to customer switching behavior?

Services have four distinctive characteristics that greatly affect the design of marketing programs.Which of the following is NOT one of these characteristics?

Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

The service quality of a firm is tested at each customer encounter.The service-quality model highlights the main requirements for delivering high service quality.The model identifies five gaps that cause unsuccessful delivery.List each of these gaps.

Intangibility with regards to a service means that the service cannot be duplicated across providers.

In developing a service blueprint,your firm has outlined each step in the delivery process of the service it provides.The development of a service blueprint is an attempt to minimize what element or characteristic of a service?

Services cannot be stored or inventoried.Attempts to regulate the "services" on the supply side-to increase the service providers when needed-include such strategies as part-time workers.What are some other ways a firm can "shift" supply for its services?

Holistic marketing for services requires external,________,and internal marketing.