71) The face-to-face time between customer and service provider is often called the ________
because that is when customer judgments take place
A) goal line stand
B) moment of truth
C) moment of momentum
D) service ROI
E) service encounter
72) The basis of the Gap model of Service Quality is the ________.
A) examination of the differences between the objectives of management and employees
B) elimination of gap between an organization’s and its employees’ perceptions of the customer
experience
C) recognition of suitable techniques for resource management to achieve better service quality
D) identification and measurement of differences in five key areas of the service delivery process
E) improvisation of the face-to-face time between customer and service provider, often called the
moment of truth
73) In which of the following gaps of the Gap Model of Service Quality can a lack of the right
customer data wreak havoc on service delivery?
A) Gap 1: management’s perceptions of customer service expectations versus actual customer
expectations of service
B) Gap 2: management’s perceptions of customer service expectations versus the actual service
quality specifications developed
C) Gap 3: actual service quality specifications versus actual service delivery
D) Gap 4: actual service delivery versus what the firm communicates it delivers
E) Gap 5: perceived service by customers versus actual customer expectations of service
74) In the Gap Model of Service Quality, which gap asks whether a service is provided in the
manner intended?
A) Gap 1: management’s perceptions of customer service expectations versus actual customer
expectations of service
B) Gap 2: management’s perceptions of customer service expectations versus the actual service
quality specifications developed
C) Gap 3: actual service quality specifications versus actual service delivery
D) Gap 4: actual service delivery versus what the firm communicates it delivers
E) Gap 5: perceived service by customers versus actual customer expectations of service
75) The basis of the gap model is the identification and measurement of differences in ________
key areas of the service delivery process.
A) six
B) two
C) three
D) four
E) five
76) A negative gap between ________ nearly always points to management and employees
simply not getting the job done. This could be due to vague performance standards, poor
training, or ineffective monitoring by management.
A) actual service quality specifications and actual service delivery
B) management’s perception of customer service expectations and actual service quality
specifications developed
C) management’s perceptions of customer service expectations and actual customer expectations
of service
D) actual service delivery and what the firm communicates it delivers
E) perceived service by customers and actual customer expectations of service
77) Firms that employ service as a marketing strategy must plan ahead for service ________ and
train employees to properly execute service recovery.
A) differentiation
B) specification
C) failure
D) orientation
E) encounter
78) Which gap in the Gap Model of Service Quality fundamentally represents customer
expectations management through marketing communications?
A) Gap 1: management’s perceptions of customer service expectations versus actual customer
expectations of service
B) Gap 2: management’s perceptions of customer service expectations versus the actual service
quality specifications developed
C) Gap 3: actual service quality specifications versus actual service delivery
D) Gap 4: actual service delivery versus what the firm promises it delivers
E) Gap 5: perceived service by customers versus actual customer expectations of service
79) Gap 5 in the Gap Model of Service Quality is unique in that it is the only gap that occurs
________.
A) between management’s and customers’ expectations
B) between consumers’ expectations and the perception of the service they receive
C) actual service quality specifications and actual service delivery
D) in small businesses but not in larger ones
E) actual service delivery and what a firm promises to deliver
80) Among the dimensions of service quality, tangibles refer to ________.
A) the elements of communication that differentiate one service from another
B) the personality characteristics of service providers
C) the combination of price and quality of a service
D) the physical evidence of a service or the observable aspects
E) the knowledge and courtesy of employees
81) As a dimension of service quality, reliability means that ________.
A) a service is performed right the first time and every time
B) a service is variable and has different outcomes due to employee variation
C) a customer is repeatedly asked about his or her perception of the service quality
D) service providers think from customers’ point of view
E) service providers are more willing and capable of providing prompt service
82) Jonathon works in a hair salon. When a customer approaches him about a problem with a
service she had purchased, he made excuses for the service provider and did not offer to help fix
the problem. Jonathon demonstrated poor ________.
A) reliability
B) tangibility
C) responsiveness
D) assurance
E) empathy
83) Mariette was highly regarded by her customers in the bakery because she was knowledgeable
about the product and was always courteous to customers. Her customers’ faith in her
demonstrated ________.
A) reliability
B) tangibility
C) responsiveness
D) assurance
E) empathy
84) Of the five dimensions of service quality, the ability to convey trust and build a customer’s
confidence in the quality of a service refers to ________.
A) tangibles
B) assurance
C) reliability
D) responsiveness
E) empathy
85) In a service blueprint, activities are divided between those above and those below the line of
________ to a customer.
A) motivation
B) demarcation
C) visibility
D) distinction
E) threshold
86) A service blueprint borrows concepts from manufacturing and operations management to
allow a service firm to ________.
A) map out a complete design and flow of all the activities related to customer service
B) map out the route that service people follow when they leave in the mornings (i.e., truck
delivery service)
C) analyze feedback received from customers after the sale of a service to improve service
quality
D) measure customers’ expectations of service
E) assess the quality of services provided by an employee
87) Particularly in a teamwork environment, such as a restaurant, the advantage of a service
blueprint is that it ________.
A) provides managers with a way to integrate service topics into the performance evaluation
process
B) provides employees with a way to rate the performance of the other team members
C) shows employees how their individual roles fit into the entire system
D) focuses on the company organization as the foundation of work efforts
E) provides incentives to employees for their contributions
88) Explain the three basic axioms that support the concept of service-dominant logic.
89) Define and give examples of the four characteristics of services: intangibility, inseparability,
variability, and perishability.
90) What is a service-profit chain? Explain how external service quality affects the chain.
91) What is the Gap Model of Service Quality? Describe the five gaps and give examples of
each.