Question 1

The owners of hotels whose services are produced and consumed at the same time know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use ________ to overcome the problem of inseparability of services.

Accepted Answer

A) promotional discounts 
B) zone of tolerance allowances 
C) perishability gap analysis 
D) point-of-purchase displays 
E) satisfaction guarantees

Question 2

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

Question 3

Michelle wants to develop a zone of tolerance analysis for her floral design shop. What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

Accepted Answer

The answer of Michelle wants to develop a zone of...

Question 4

Service employees at the airlines' flight cancellation desks frequently encounter travelers who get emotional about canceled or delayed flights. The first thing these employees should do is to

Accepted Answer

A) listen to the customer. 
B) contact a supervisor. 
C) estimate the damage. 
D) provide a fair solution. 
E) resolve the problem quickly.

Question 5

Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas. What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?

Accepted Answer

The answer of Most retail stores in the United States...

Question 6

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?

Accepted Answer

A) They create low expectations. 
B) They are not specific. 
C) They do not allow for the voice-of-customer process. 
D) Most employees are unwilling to do what customers want. 
E) They create a delivery gap.

Question 7

When confronted with an angry and emotional customer, the best first step toward service recovery is to

Accepted Answer

A) call security in case it is necessary to escort the person from the building. 
B) match the person's voice in intensity and volume to gain control of the confrontation. 
C) gently but firms tell the person you will not tolerate being addressed in that tone of voice and turn away until he or she calms down. 
D) listen carefully and with empathy until the customer feels he or she has been heard. 
E) ask a coworker to take over handling the complaint to get a neutral perspective.

Question 8

When Marcus checked into his Las Vegas hotel, the front desk clerk informed Marcus that his room would not be ready for another 20 minutes. Marcus didn't mind waiting; he had arrived well ahead of the standard check-in time and this wait time fell within his ________, the area between his expectations regarding desired service and the minimum level of service he will accept.

Accepted Answer

A) zone of tolerance 
B) delivery gap 
C) zone of intolerance 
D) service gap 
E) patience zone

Question 9

How do airlines and movie theaters overcome the perishability of their services?

Accepted Answer

The answer of How do airlines and movie theaters overcome...

Question 10

Customers have a defined ________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.

Accepted Answer

A) voice-of-customer quotient 
B) empowerment standard 
C) tangibles gap 
D) zone of tolerance 
E) quality gap

Question 11

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.

Question 12

What should a service provider do when a customer gets emotional about the service failure?

Accepted Answer

The answer of What should a service provider do when...

Question 13

Managers of fast-food restaurants struggle with a rapid turnover of personnel. Employee turnover rates of 100 to 200 percent annually are common. The work environment is difficult, and customers can often be demanding. One of the first steps managers can take to help workers deliver quality service is to

Accepted Answer

A) ban abusive customers from their restaurants. 
B) reward service providers based solely on the speed of service. 
C) provide emotional support and concern for their employees. 
D) review the delivery support system. 
E) make sure services delivery expectations are consistent and coherent throughout the organization.

Question 14

If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set, a ________ gap exists.

Accepted Answer

A) seniority 
B) knowledge 
C) standards 
D) delivery 
E) communication

Question 15

When marketers state that services are ________, they are referring to the fact that services are produced and consumed at the same time.

Accepted Answer

A) intangible 
B) inseparable 
C) heterogeneous 
D) perishable 
E) peripheral

Question 16

Rob manages a men's grooming services salon in New York City. He has trained his sales staff to report comments and requests for services the store currently does not offer. Which services gap might this information help reduce?

Accepted Answer

The answer of Rob manages a men's grooming services salon...

Question 17

When marketers state that services are ________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another.

Accepted Answer

A) intangible 
B) inseparable 
C) heterogeneous 
D) perishable 
E) viable

Question 18

The school Connie attends has an advising and registration day where students go to a large hall to sign up for classes. The school Sanjay attends assigns each student to an individual faculty member who advises each student through their course of study. Sanjay's school is most likely emphasizing which of the five dimensions of service quality?

Accepted Answer

The answer of The school Connie attends has an advising...

Question 19

A(n)________ gap exists when a firm knows what it needs to do to meet customers' service expectations, but sometimes fails to do it.

Accepted Answer

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

Question 20

The ________ gap can be closed by getting employees to meet or exceed service standards when the service is being delivered by empowering service providers, providing support and incentives, and using technology where appropriate.

Accepted Answer

A) communications 
B) knowledge 
C) standards 
D) delivery 
E) acceptance

Exam 13: Services: the Intangible Product