Question 1

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

Accepted Answer

A)   service
B)   knowledge
C)   standards
D)   delivery
E)   communicationF) A) and D)
G) A) and C)

Question 2

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name?"

Accepted Answer

The first standard i...

Question 3

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Accepted Answer

A) True 
 B)False

Question 4

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Accepted Answer

A)   assurance
B)   reliability
C)   tangibles
D)   responsiveness
E)   empathyF) A) and B)
G) A) and D)

Question 5

The Federal Aviation Administration posts monthly percentage on-time arrival data for all the major airlines on its Web site.Some airlines are regularly on the top of the list,while others are frequently on the bottom of the list.What type of service gap does this list illustrate? What can airlines on the bottom of the list do to address this gap?

Accepted Answer

The list illustrates a delivery gap; the difference between the firm's service standards and the actual service it provides to customers.To reduce delivery gaps,firms can empower employees,allowing passenger handling staff greater latitude in making decisions regarding loading the plane,or allowing pilots to adjust routes and speed to meet arrival times.Technology can be used to predict frequent bottlenecks at various airports and adjust schedules to reflect realistic arrival times. Note that some students might consider this a communication gap; if a flight is routinely late,the problem may be that the announced arrival time should be adjusted to be more realistic in order to set passenger expectations accordingly.

Question 6

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

Accepted Answer

A) True 
 B)False

Question 7

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.F) A) and B)
G) A) and C) A

Question 8

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

Accepted Answer

A)   pricing strategies to match supply with demand.
B)   service quality to extend the life of the product.
C)   incentives to encourage staff to deliver according to standards.
D)   training to standardize delivery.
E)   all of these.F) A) and B)
G) None of the above

Question 9

When visiting a museum,you would expect to find knowledgeable museum guides who would be able to give you historical information on the museum's collections and special exhibitions.If you did not find any trained museum guides to assist you,then the museum has what type of gap? Explain why you chose your answer.

Accepted Answer

The best two answers are a knowledge gap...

Question 10

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 co-worker to take over handling the complaint to get a neutral perspective.F) A) and C)
G) A) and D)

Question 11

Empowerment of employees helps to address the delivery gap because:

Accepted Answer

A)   employees directly involved with the customer can respond effectively at the moment the problem occurs.
B)   customers appreciate feeling empowered.
C)   management then doesn't need to devote time and energy to resolving service delivery problems.
D)   employees spend less time resolving problems than managers would.
E)   All of these.F) A) and E)
G) D) and E)

Question 12

What are the potential gaps in the Gaps Model? What is it designed to do?

Accepted Answer

The four potential gaps are knowledge,st...

Question 13

The old cliché,"Service with a smile," recognizes the fact that:

Accepted Answer

A)   service providers need to be pleasant even if the customer is not.
B)   smiling is contagious.
C)   service providers should smile and not think.
D)   life is too short to be ugly.
E)   services are perishable but a smile is forever.F) A) and C)
G) A) and B)

Question 14

Training service providers to know exactly what a "good job" entails is setting service:

Accepted Answer

A)   knowledge.
B)   quality.
C)   delivery.
D)   standards.
E)   empowerment.F) All of the above
G) A) and B)

Question 15

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Accepted Answer

A) True 
 B)False  False

Question 16

The school Brenda attends has an advising and registration day where students go to a large hall to sign up for classes.The school Taylor attends assigns each student to an individual faculty member who advises each student through his or her entire course of study,so that the student and faculty member will become better acquainted.Taylor's school is emphasizing which of the five dimensions of service quality?

Accepted Answer

It is emphasizing em...

Question 17

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because:

Accepted Answer

A)   they were not involved in setting the goals.
B)   perishable services were being replaced with tangible services.
C)   they were not allowed to diverge from existing standards.
D)   customers were required to create service quality standards.
E)   the process involved both part-time and full-time employees.F) C) and E)
G) C) and D)

Question 18

Empowerment becomes more important when the service is:

Accepted Answer

A)   institutionalized.
B)   repetitive.
C)   individualized.
D)   routine.
E)   standardized.F) A) and B)
G) A) and E)

Question 19

Service employees on the front line often face difficulties when dealing with customers.Marketing managers can help address these difficulties by:

Accepted Answer

A)   providing emotional support to service providers.
B)   making sure service providers have the tools they need to do their jobs.
C)   ensuring conflicting organizational goals are resolved before the conflicts reach the front line employees.
D)   providing rewards for excellent service.
E)   All of these.F) A) and C)
G) B) and E)

Question 20

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n) __________ goal.

Accepted Answer

A)   insurmountable
B)   invisible
C)   empowerment
D)   measurable
E)   inseparableF) None of the above
G) C) and D)

Exam 12: Services: The Intangible Product

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

Correct Answer
verified

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name?"

Correct Answer
verified
The first standard i...
View Answer

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Correct Answer
verified

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Correct Answer
verified

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

Correct Answer
verified

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

Correct Answer
verified
A

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

Correct Answer
verified

Correct Answer
verified
The best two answers are a knowledge gap...
View Answer

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

Correct Answer
verified

Empowerment of employees helps to address the delivery gap because:

Correct Answer
verified

What are the potential gaps in the Gaps Model? What is it designed to do?

Correct Answer
verified
The four potential gaps are knowledge,st...
View Answer

The old cliché,"Service with a smile," recognizes the fact that:

Correct Answer
verified

Training service providers to know exactly what a "good job" entails is setting service:

Correct Answer
verified

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Correct Answer
verified
False

Correct Answer
verified
It is emphasizing em...
View Answer

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because:

Correct Answer
verified

Empowerment becomes more important when the service is:

Correct Answer
verified

Service employees on the front line often face difficulties when dealing with customers.Marketing managers can help address these difficulties by:

Correct Answer
verified

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n) __________ goal.

Correct Answer
verified

Exam 12: Services: The Intangible Product

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

Correct AnswerverifiedShow Answer

What is the difference between a service standard of "be nice to customers" as compared to a service standard of "greet every customer,and if possible by name?"

Correct AnswerverifiedThe first standard i...View AnswerShow Answer

The marketing of services differs from the marketing of products because services are tangible and separable from the service provider.

Correct AnswerverifiedShow Answer

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered.Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

Correct AnswerverifiedShow Answer

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedThe best two answers are a knowledge gap...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Empowerment of employees helps to address the delivery gap because:

Correct AnswerverifiedShow Answer

What are the potential gaps in the Gaps Model? What is it designed to do?

Correct AnswerverifiedThe four potential gaps are knowledge,st...View AnswerShow Answer

The old cliché,"Service with a smile," recognizes the fact that:

Correct AnswerverifiedShow Answer

Training service providers to know exactly what a "good job" entails is setting service:

Correct AnswerverifiedShow Answer

Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

Correct AnswerverifiedFalse

Correct AnswerverifiedIt is emphasizing em...View AnswerShow Answer

When corporate headquarters announced new service quality standards for pizza franchise owners,Roland knew he would have trouble gaining employees' support because:

Correct AnswerverifiedShow Answer

Empowerment becomes more important when the service is:

Correct AnswerverifiedShow Answer

Service employees on the front line often face difficulties when dealing with customers.Marketing managers can help address these difficulties by:

Correct AnswerverifiedShow Answer

By changing a standard from "be nice to customers" to "greet every customer,and if possible by name," a services marketing manager has created a(n) __________ goal.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
The first standard i...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A

Correct Answer
verified

Correct Answer
verified
The best two answers are a knowledge gap...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The four potential gaps are knowledge,st...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified
It is emphasizing em...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified