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Exam 13: Services: the Intangible Product

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Question 31

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

A) True
B) False

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Question 32

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Sometimes all that needs to be done to satisfy a customer complaint is to listen to the customer.

A) True
B) False

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Question 33

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Name three ways a firm can evaluate service quality, and give examples of each.

Empowerment becomes more important when the service is

Garrett was impressed with the service he received at a local wine store. He thought the salesperson was attentive and knowledgeable. His friend Juanita, who was with him and is very knowledgeable about wine, thought the salesperson was pushy and not well informed. What does this example suggest about customers' service expectations?

David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a(n) ________ gap.

The building blocks of service quality are reliability, responsiveness, assurance, empathy, and tangibles.

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

If a firm promises more than it can deliver,

Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store. The employees-when she could find them-rarely seemed to know where anything was outside of their own departments. But on her most recent visit, she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately. The store had found a technological solution to the services marketing issue of

Because services like cruises and car rentals are perishable, many marketers use

The customers at Marielle's coffee shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Marielle's keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Marielle's shop is suffering from a ________ gap.

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

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

Bob's Motel shows photos of a wide, sandy beach on its website, leading visitors to assume the motel is located on or near the beach. However, in reality Bob's Motel is located half a mile from the beach. Which of the service quality gaps does this demonstrate?

All of the following are recommended strategies for service recovery except

________ provides the equipment or systems needed to perform a task in a job setting.

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

When marketers say that services are ________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can.

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a ________ gap in services marketing.