An unwritten, unspoken guarantee that establishes an understanding
between the firm and its customers is called an: a. conditional guarantee
b. implicit guarantee
c. specific result guarantee
d. unconditional guarantee
e. unsolicited guarantee
During a service recovery effort, the employee promptly refunded the customer’s
money, but threw the money at the customer. As a result, the recovery effort violated the
customer’s ___________ justice need. a. social
b. procedural
c. interactional
d. distributive
e. ethical
When targeting users versus nonusers, which form of communication, can be used more
often with the former than the latter? a. publicity
b. advertising
c. service provider
d. public relations
e. sales promotions
Which of the following components of the Servuction Model is invisible to consumers?
a. servicescape
b. organization and systems
c. other customers
d. contact personnel
e. service providers
Which of the following tests of reward effectiveness reflects the notion that rewards
should be given immediately following desired behaviors? a. availability
b. flexibility
c. timeliness
d. durability
e. perishability
Possible solutions that minimize the problems caused by intangibility include all
of the following except: a. The use of tangible clues.
b. The effective management of consumers.
c. The creation of a strong organizational image.
d. The use of personal sources of information.
e. The use of activity-based costing.
Research that examines the customer’s perspective of a firm’s strengths and weaknesses
is called: a. customer research
b. employee survey
c. noncustomer research
d. customer complaints
e. service quality survey
Which of the following is a marketing problem caused by intangibility? a. Services
have no costs of goods sold.
b. The consumer is involved in the production process.
c. Other consumers are involved in the production process.
d. Service standardization and quality control are difficult to achieve.
e. Centralized mass production of services is difficult.
The most powerful of all guarantees that promises complete customer
satisfaction is the: a. conditional guarantee
b. implicit guarantee
c. specific result guarantee
d. unconditional guarantee
e. unsolicited guarantee
The __________ dimension is an assessment of the firm’s consistency and
dependability in service performance. a. tangibles
b. empathy
c. responsiveness
d. assurance
e. reliability
__________ are favored when the customer needs to take time to make decisions, such
as the time needed to make high-involvement decisions. a. cool colors
b. scent appeals
c. warm colors
d. sound appeals
e. taste appeals
Which of the following is not one the five dimensions that is measured by the
SERVQUAL SCALE? a. tangibles
b. employee satisfaction
c. responsiveness
d. assurance
e. empathy
Consumers who seek convenience over price and personal attention are: a. economic
customers
b. personalized customers
c. apathetic customers
d. ethical customers
e. elastic customers
Which of the following statements pertaining to colors is false? a. Hues are the actual
colors such as red, blue, or yellow.
b. Warm colors are perceived as aloof or formal.
c. Children appear to favor brighter colors.
d. Adults tend to favor softer tones.
e. Dark colors make large empty spaces look smaller.
Which of the following reasons is not an explanation for why service consumers are
particularly vulnerable to ethical misconduct? a. services are provided by
boundary-spanning personnel
b. variability in service performance is somewhat accepted
c. outcome-based reward systems may encourage ethical misconduct
d. consumers are involved in the production process
e. other consumers are involved in the production process
The empowerment approach that trains people to manage themselves is called: a. job
involvement
b. suggestion involvement
c. high involvement
d. production-line approach
e. contingency involvement