What are E-services? a. Application of science to solve problems or conduct
transactions
b. Customer service activities via the net
c. Technologically based services that help customers help themselves
d. An electronic service available via the net that completes tasks
e. All of the above
Which of the following statements is correct? a. customer satisfaction leads to
perceived service quality
b. service quality leads to customer satisfaction
c. service quality leads to increased purchasing behavior
d. customer satisfaction leads to increased purchasing behavior
e. the relationship between service quality and customer satisfaction and how
these two concepts relate to purchasing behavior remains largely unexplained
Which of the following is not a marketing problem caused by intangibility? a. Services
lack the ability to be stored
b. Services lack patent protection
c. Services are difficult to price
d. Services are difficult to communicate to consumers
e. Consumers are involved in the service production process
Which of the following is not a step in the construction process of a service
blueprint? a. obtaining scripts from both customers and employees
b. segmenting customers based on the content of the script
c. identify steps in the process where the system can go awry
d. calculating the time frame for service execution
e. analyzing the profitability of the system
Employees often attempt to reduce their role stress by engaging in a number
of behaviors. Which of the following is not one of these behaviors? a. ignore the
customer
b. engage in a people-processing mode
c. use physical symbols in their office to regain some sense of control
d. overact the role and place the customer in a subservient role
e. all the above are ways employees attempt to reduce role stress
According to the text, the most important piece of regular communication with clients
should be the firm:
a. business cards
b. brochure
c. newsletter
d. billing materials
e. letterhead
Which one of the following facts about temporary workers is false? a. 55% percent do
not have health insurance
b. 25% are under the age of 25
c. 22% of the temp workforce is African American
d. 80% are female
e. Temps earn an average of 40 percent less per hour than full-time employees
According to the text, the written ‘showpiece” for the firm should be its: a. business
cards
b. brochure
c. newsletter
d. billing materials
e. letterhead
The consumer decision process consists of: a. stimulus, problem awareness, and
purchase stages
b. prepurchase, consumption, and postpurchase stages
c. problem awareness, evaluation of alternatives, and postpurchase behavior
d. stimulus, information search, and postpurchase behavior
e. information search, purchase, and postpurchase behavior
Which of the following statements pertain to inseparability is false? a. As customer
contact increases, the efficiency of the firm decreases.
b. Customers can affect the type of service desired.
c. Customers can affect the length of the service transaction.
d. Customers can affect the cycle of demand
e. All the above statements are true.
What approximate percentage of the United States’ Gross Domestic Product is
generated by the service sector? a. 87%
b. 77%
c. 67%
d. 57%
e. 47%
Why don’t service customers typically complain? a. they don’t think it will do any good
b. they accept part of the blame since they are directly involved in the process
c. they don’t know who to complain to
d. they don’t want to create a confrontation
e. all the above are reasons customers do not complain
Which of the following is an aftermarketing technique? a. identifying customers and
building a customer database
b. measuring customer satisfaction
c. establishing formal customer communication programs
d. maintaining a relationship with the customer after the initial sale
e. all of the above
Which of the following statements pertaining to the SERVQUAL scale is
incorrect? a. The SERVQUAL dimensions were obtained through extensive focus group
interviews
b. SERVQUAL is a 44-item scale
c. SERVQUAL consists of five service quality dimensions
d. SERVQUAL compares perceptions to what a customer should expect from a
firm the delivers high-quality services.
e. The smaller the gap score for each of the service quality dimensions, the lower
the level of service quality provided.
If the negative effect of cross-price elasticity in which the increasing price of one
service decreases the demand for another service are said to be __________. a. unitary
b. substitutes
c. complementary
d. inelastic
e. elastic
__________ refers to the service firm’s commitment to providing its services
in a timely manner. a. tangibles
b. empathy
c. responsiveness
d. assurance
e. reliability
Revamping the firm’s evaluation and promotion procedures are attempts
to change the organization’s culture through: a. systems
b. structure
c. people
d. rewards
e. culture-change initiatives
_________ seeks new customers by offering discounts and developing
promotions that encourage new business. a. customer retention
b. frequency marketing
c. conquest marketing
d. relationship marketing
e. aftermarketing
The SERVQUAL dimension that measures consumer views that reflect the
security of the firm’s operations is the ________ dimension. a. tangibles
b. employee satisfaction
c. responsiveness
d. assurance
e. reliability
According to the text which one of the following statements is false? a. Many service
firms continue to be operations dominated rather than customer
oriented.
b. Consumer orientation lies at the heart of the marketing concept.
c. Researchers clearly understand how consumers make decisions.
d. Differences exist between the way consumers make decisions regarding
services versus goods.
e. All the above statements are true.