Question 1

Which of the following is an example of a gap between management perception and the service-quality specifications?

Accepted Answer

A)  The college brochure showed state-of-the-art classrooms, but when the visitors walked in, they saw peeling walls and dull lighting. 
B)  A nurse visits a patient to show care, but the patient interprets this as an indication that something is very wrong. 
C)  The hotel administrators think that guests want better food, but guests are more concerned with the courtesy of the waiters. 
D)  A service center manager has asked his subordinates to provide fast service, but has not specified a time for the service to be performed. 
E)  Customer service representatives are asked to give ample time to each customer, but must serve a minimum of 50 customers a day.

Question 2

Betty's favorite restaurant is Zing's. The last time Betty visited Zing's, the food was excellent, and the service was attentive. Tonight is her anniversary, and she was looking forward to an outstanding experience. After the meal, she starts feeling that the service was not up to par and the evening was not as successful as she had hoped. What elements of this story tell you that the problem, according to the service-quality model, is a gap between perceived service and expected service?

Accepted Answer

The answer of Betty's favorite restaurant is Zing's. The last...

Question 3

Value-augmenting services include installation, staff training, maintenance and repair services, and financing.

Accepted Answer

A) True 
 B)False

Question 4

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.

Accepted Answer

A)  immunity 
B)  tolerance 
C)  reliability 
D)  assurance 
E)  flexibility

Question 5

The zone of tolerance for a service is the perceived economic benefit in relationship to the economic cost.

Accepted Answer

A) True 
 B)False

Question 6

For a new manufacturer managing product support for its equipment, what is usually the first strategy for postsale service?

Accepted Answer

A)  letting customers hire their own service people to work on-site 
B)  letting independent services handle repairs and maintenance 
C)  pricing equipment high and charging low prices for service 
D)  running the company's own parts-and-service department 
E)  switching maintenance services to authorized distributors

Question 7

One way marketers are addressing consumers' desire for convenience in services is by providing ________.

Accepted Answer

A)  self-service technologies 
B)  product support services 
C)  perceived service and expected service 
D)  core service failure 
E)  involuntary switching

Question 8

What are the four factors that customers who thrive in customer contact positions have an internal drive to do?

Accepted Answer

The answer of What are the four factors that customers...

Question 9

A person who has a bad customer experience is more likely to talk about it, but someone who has a good experience will talk to more people.

Accepted Answer

A) True 
 B)False

Question 10

Distinguish external, internal, and interactive marketing.

Accepted Answer

The answer of Distinguish external, internal, and interactive marketing....

Question 11

Service quality depends on who provides them, when and where they are provided, and to whom they are provided. Thus, services are highly ________.

Accepted Answer

A)  inseparable 
B)  tangible 
C)  variable 
D)  perishable 
E)  intangible

Question 12

Define customer failures and list four methods to tackle them.

Accepted Answer

The answer of Define customer failures and list four methods...

Question 13

Some WesternSlope Cleaning customers have long-term contracts for full-service cleaning, while others call the company as and when they require a particular service. The long-term customers have their queries handled by the company's customer service representative. The rest of its customers are directed towards voice messages when they want their inquiries to be processed. What strategy is the company adopting to achieve marketing excellence, and what is the main risk of this strategy?

Accepted Answer

The answer of Some WesternSlope Cleaning customers have long-term contracts...

Question 14

List the eight different variables associated with customer switching behavior, and give an example of each.

Accepted Answer

The answer of List the eight different variables associated with...

Question 15

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

Accepted Answer

A)  complementary 
B)  perishable 
C)  variable 
D)  unbundled 
E)  shared

Question 16

Service companies try to demonstrate their service qualities through physical evidence and presentation.

Accepted Answer

A) True 
 B)False

Question 17

Discuss how companies are responding to service failures by satisfying customer complaints.

Accepted Answer

The answer of Discuss how companies are responding to service...

Question 18

Retail chain REB wants to find out how its customers perceive its services and what it can do to improve these. What methods can the company use to discover this?

Accepted Answer

The answer of Retail chain REB wants to find out...

Question 19

Pricing has no negative effect on customer loyalty.

Accepted Answer

A) True 
 B)False

Question 20

A new company called OilMasters makes and sells oil-drilling equipment such as pumpjacks. The pumpjack is an essential part of drilling operations, and customers need the equipment to be operational at all times. What would be a typical pattern for OilMasters to develop a postsale service strategy?

Accepted Answer

The answer of A new company called OilMasters makes and...

Exam 10: Designing and Managing Services

Which of the following is an example of a gap between management perception and the service-quality specifications?

Value-augmenting services include installation, staff training, maintenance and repair services, and financing.

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.

The zone of tolerance for a service is the perceived economic benefit in relationship to the economic cost.

For a new manufacturer managing product support for its equipment, what is usually the first strategy for postsale service?

One way marketers are addressing consumers' desire for convenience in services is by providing ________.

What are the four factors that customers who thrive in customer contact positions have an internal drive to do?

A person who has a bad customer experience is more likely to talk about it, but someone who has a good experience will talk to more people.

Distinguish external, internal, and interactive marketing.

Service quality depends on who provides them, when and where they are provided, and to whom they are provided. Thus, services are highly ________.

Define customer failures and list four methods to tackle them.

List the eight different variables associated with customer switching behavior, and give an example of each.

Customers today want separate prices for each service element, and they also want the right to select the elements they want. Customers are said to be pressing for ________ services.

Service companies try to demonstrate their service qualities through physical evidence and presentation.

Discuss how companies are responding to service failures by satisfying customer complaints.

Retail chain REB wants to find out how its customers perceive its services and what it can do to improve these. What methods can the company use to discover this?

Pricing has no negative effect on customer loyalty.

A new company called OilMasters makes and sells oil-drilling equipment such as pumpjacks. The pumpjack is an essential part of drilling operations, and customers need the equipment to be operational at all times. What would be a typical pattern for OilMasters to develop a postsale service strategy?