Credit card companies have found that customer retention leads to: a. profits from
increased purchases and higher balances
b. profits from reduced operating costs
c. profits from referrals
d. profit from price premiums
e. all the above
Which of the following statements is NOT true? a. Service knowledge is obtained
differently than goods knowledge.
b. Firms that define their businesses too narrowly have developed marketing myopia.
c. Goods are tangible-dominant.
d. Service knowledge is obtained through the experience of receiving the actual service.
e. All the above are true.
Which of the following is not a reason customers complain? a. emotional release from
frustration
b. to regain some control by spreading negative word-of-mouth
c. to solicit sympathy
d. to create the impression of being more intelligent
e. all the above are reasons customers complain
Which of the following statements is not true? a. combinations of warm and cool colors
can create relaxing, yet stimulating atmospheres.
b. lighter hues are popular for fixtures
c. darker hues are used for attention grabbers
d. too much violet may dampen consumer spirits
e. all the above are true
Which of the following service audit question does belong within the employee
productivity component?
a. How does the firm define customer loyalty?
b. Does the firm set employee retention goals?
c. Does the firm measure profits from referrals?
d. How does the firm measure employee productivity?
e. When customers do not return, do we know why?
Each department within an organization is driven by its own internal logic.
Which of the following statements most accurately reflects a marketing logic? a. cost
reduction can be obtained through mass production
b. “families” of personnel should reinforce one another on the job
c. personnel should be able to break organization rules in the context of serving
the customer
d. customers should be provided with options that enable them to meet their
individual needs
e. recruiting and training are essential in developing existing personnel
Programs such as “putting the customer first” and “change the way you
work” are attempts to change the organization’s culture through: a. systems
b. structure
c. people
d. culture change initiatives
e. mergers
Services that occur without interruption, confusion, or hassle to the customer is called:
a. seamless service
b. service audit
c. functional service
d. departmental service
e. services marketing
Which of the following is not a criteria for effective price discrimination? a. the
segments should be identifiable, and a mechanism must exist to price them differently.
b. different groups of consumers should have similar responses to price
c. segments should be large enough to be profitable
d. incremental revenues should exceed incremental costs
e. customers should not be confused
The postpurchase model in which consumers evaluate services by the amount of
influence they have over the service encounter is: a. the role congruence model
b. the perceived-control model
c. the expectancy disconfirmation model
d. the script perspective
e. the Servuction model
Ranking from highest to lowest, the countries with the largest service sector
employment are: a. United Kingdom, United States, Japan
b. Hong Kong, Bahamas, Israel, United Kingdom
c. United States, United Kingdom, Japan
d. United States, United Kingdom, Hong Kong
e. Japan, Bahamas, United States, Israel
Which of the following mediates the reaction between the perceived servicescape and
customer’s and employee’s responses to the service environment? a. internal response
moderators
b. the holistic environment
c. individual behaviors
d. social interactions
e. physical environmental dimensions
Which of the following is NOT a key task for management when applying the
performance logic?
a. Audit your consumer performance expertise
b. Increase the share of consumers who are expert performers
c. Use service provider strategies on your consumers
d. Managing the customer and service mix
e. Ignoring novices and experts