At Hawkes and Wellington, an upscale men’s clothing store, classical music plays
softly in the background, while the store’s fragrance-a blend of oak, leather and fine
tobacco wafts from carefully placed heat-sensitive pellets. The music and fragrance at
Hawkes and Wellington correspond to the _____ in the stimulus-organism-response
model.
A. Stimulus
B. Service motivator
C. Response
D. Referent
E. Organism
Defined as a combination of personal motivation, ability, and role clarity, ________ is
a major factor in determining whether customers will try a new self-service option.
A. Customer reliability
B. Service competence
C. Customer attitude
D. Customer readiness
E. Service inclination
Oakley Millwork is a supplier of products used in the construction industry. It has a
published policy that if a customer places an order from its catalog and the product is
not available for immediate delivery, the customer gets the item free. Oakley Millwork’s
policy is an example of a(n):
A. Explicit service promise
B. Word-of-mouth communication
C. Situational factor
D. Implicit service promise
E. Service predicator
The Long Island Railroad installed ticket vending machines in train stations to expedite
the purchase of train tickets during periods of peak demand. The Long Island Railroad
is using which of the following waiting line strategies?
A. Establishing a reservation process
B. Making waiting fun or at least tolerable
C. Expanding waiting room capacity
D. Differentiating waiting customers
E. Employing operational logic to reduce wait
Benford Bank hired marketing researchers when it noticed many people who had
savings accounts with the bank did not have checking accounts and credit cards with it.
The researchers would conduct _____ research if they wanted to test the hypothesis that
customers do not like the checking account and credit card services of Benford Bank.
A. Functional
B. Exploratory
C. Quantitative
D. Secondary
E. Qualitative
Cookies is a retail store where customers host parties for guests to bake and decorate
cookies. Children attending a party staged at Cookies were upset when the adult owners
of the store did all of the baking while they watched. The store owner’s insurance
provider had told her that she was not covered if a minor was injured on her premises.
The children’s disappointment was a result of:
A. Inadequate management of customer expectations
B. Under-promising and over-delivering
C. Improper vertical communication
D. Differences in policies and procedures in internal marketing
E. Inadequate customer empowerment
Which of the following types of interaction activities in a service organization is used
to obtain ideas for service improvement?
A. Employee suggestions
B. Employee internal satisfaction surveys
C. Research on intermediate customers
D. Executive listening approaches
E. Executive visits to customers
If the purpose of the service blueprint is to understand the integration of the various
elements of the service process, the blueprint should be examined:
A. As a whole picture of the service process
B. Vertically
C. From left to right only
D. Horizontally
E. From right to left only
The Apple Store’s clean, open spaces and white walls create a modern feel and draw all
of the customer’s attention to relatively few products on display. The Apple Store’s
servicescape is playing what strategic role?
A. Package
B. Boundary spanner
C. Differentiator
D. Facilitator
E. Socializer
During which stage of the service innovation and development process does a service
firm produce a description of the service that represents its specific characteristics and
features?
A. Idea generation
B. New services strategy development
C. Service development and evaluation
D. Market testing
E. Service concept development and evaluation
According to the service profit chain:
A. There is an underlying logic connecting employee satisfaction and customer loyalty
B. Internal marketing is more important than either interactive or external marketing
C. The strategies for internal, external and interactive marketing are equally important
D. Customer loyalty is unrelated to internal marketing
E. Reliability is the most important of all the desired service characteristics
The _____ customer-defined standards are opinion-based measures and cannot be
directly observed.
A. Responsive
B. Intangible
C. Informal
D. Measurable
E. Soft
In ___________ encounters, the tangible evidence of the service and the quality of the
technical processes and systems are the primary bases for judging quality.
A. Technology-mediated
B. Detached
C. Public
D. Collective
E. Remote
If Maeve has to go on a business trip, she will not fly out of the airport in Atlanta,
Georgia, because it is so large and has so many people who are in a hurry to get
somewhere. Instead she chooses one of the smaller airports a couple of hours away.
Maeve’s reaction to the airport in Atlanta is a(n) _____ behavior.
A. Social interaction
B. Elimination
C. Avoidance
D. Approach
E. Cognitive
Guests who stay at a Walt Disney World resort hotel are asked to complete a comment
card when they checkout. In one section of the comment card, guests are asked if they
would recommend the hotel they stayed at to a friend and if they would return to the
same hotel. These two behavioral intention questions are focusing on the _____
perspective of its balanced performance scorecard.
A. Competitive
B. Customer
C. Financial
D. Innovation and learning
E. Operational
Gina and Henry were having breakfast when they decided they wanted to have pizza
and watch a movie that night. When she got home from work, Gina turned on her
computer, logged on to the Netflix site, and chose the movie Moneyball to view via
online video streaming. Next she logged on to her favorite pizza restaurant’s Web site
and ordered a large pepperoni pizza and a bottle of soda to be delivered at 6:45 p.m.
Gina and Henry enjoyed their evening. Which trend that influenced the development of
services marketing is illustrated here?
A. The increasing importance of service industries to the U.S. and world economies
B. The decrease of human interaction as a result of widespread use of technology-based
services
C. The growth in the use of technology-based services
D. Increased competition in the entertainment industry
E. The fact that manufacturing firms are placing increased emphasis on providing
services
The central focus of the gaps model of service quality is the:
A. Constant need to provide value for dollars spent
B. Four dimensions of service
C. Difference between customer expectations and perceptions
D. Temptation to handle services as if they were tangibles
E. Customer-employee-supplier triumvirate
Kayla has been having her haircut by Duncan, a hairstylist at Studio 21 Salon, for five
years. She has continued to use the same hairstylist even though the price of a haircut at
Studio 21 Salon is $10 higher than at competing hair salons. Duncan stays up to date on
the latest hairstyles and hair care products and Kayla always leaves the salon with a
haircut she loves. Kayla realizes _____ benefits from her relationship with Duncan.
A. Reliability
B. Confidence
C. Transactional
D. Self-actualization
E. Transformational
The factors that influence adequate service expectations are _____ in nature and
fluctuate _____ than the factors that influenced desired service expectations.
A. Long-term; less
B. Long-term; more
C. Short-term; less
D. Short-term; more
All aspects of the organization’s physical facility are collectively referred to as the:
A. Servicespan
B. Service encounter arena
C. Servicescape
D. Service encounter place
E. Service ground
Which of the following is NOT an assumption upon which the return on service quality
(ROSQ) approach is based?
A. Quality is an investment
B. Quality efforts are financially accountable
C. It is possible to spend too much on quality
D. Not all quality expenditures are equally valid
E. All quality investments are a good investment
Which of the following is NOT a form of qualitative research?
A. Complaint solicitation
B. Critical incident studies
C. Requirements research
D. Trailer calls
E. Customer panels
Customer retention strategies based on customization bonds:
A. Do not exist in business-to-business marketing
B. Create tying contracts, refusals to deal, exclusive dealing and areas of gray
marketing
C. Are not concerned with the pricing element of the marketing mix
D. May include the customer intimacy approach
E. Support transactional marketing as well as relationship marketing
All of the following are elements of a hotel’s servicescape EXCEPT:
A. Business center for checking e-mail and sending faxes
B. Lobby
C. Convention facilities
D. Swimming pool
E. Housekeeping staff
For quite some time, Kentucky Fried Chicken (KFC) has grown through providing its
service outside the United States. After over two decades of expansion in China, the
company is now planning to explore Africa as a new market and expects to double its
number of outlets in Africa by 2014. KFC has developed a growth strategy
emphasizing:
A. Share building
B. Market development
C. Service development
D. Diversification
E. Market integration
In addition to compensation, customers expect _____. In other words, they expect
fairness in terms of policies, rules and timeliness of complaint process.
A. Functional equity
B. Procedural fairness
C. Interactional fairness
D. Service equity
E. Outcome fairness
In addition to the elements of the traditional marketing mix, the expanded mix for
services includes:
A. Positioning, personalization and process
B. People, physical evidence and process
C. Personalization, procurement and people
D. Profit, production and psychology
E. People, partnerships and positioning
Which of the following hotel employees is NOT a boundary spanner?
A. Chef
B. Front desk clerk
C. Housekeeping employee
D. Concierge
E. Room service operator
The lack of inventory capability in services is due to which of the following
characteristics of services?
A. Heterogeneity and perishability
B. Simultaneous production and consumption and intangibility
C. Perishability and simultaneous production and consumption
D. Heterogeneity, perishability and intangibility
E. Simultaneous production and consumption and heterogeneity
The ads for a weight loss program that promised the program would change an
individual’s eating habits through hypnosis is probably overstating its usefulness
because there are some people in the world that cannot be hypnotized. This sort of
misleading advertising broadens provider _____ of the gaps model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
The Cirque du Soleil fused elements of theater with traditional circus skills to create a
whole new form of entertainment. Cirque du is an example of a:
A. Major innovation
B. New service for the currently served market
C. Service line extension
D. Service improvement
E. Style change
Describe the types of social bonds that can bind customers to the firm.
Why would an insurance company give all applicants for the position of customer
service representative a personality test?
In order to find the best veterinarian service for her prized German shepherds, Vonda
interviewed several different veterinarians and did extensive research before she found
one she thought provided value. What kind of a nonmonetary cost did Vonda expend as
she interviewed different vets?
Using the typology of service organizations based on variations in form and use of the
servicescape, how would you categorize a paging service?
Which type of complainer has an above-average propensity to complain and will gladly
complain to anyone or anything that will listen?
Michael Anthony performs on college campuses as a hypnotist. He typically invites
members of the audience up on stage to be hypnotized while the rest of the audience
watches. Consider the following statement: “Experiencing a Michael Anthony
performance requires the same amount of audience participation as attending a
symphony concert.” Is it right or wrong?
Which provider gap occurs if company communications makes service promises about
its people that do not mesh with employees’ actual behavior?
What are three types of customer relationships may not be beneficial to the firm?
In terms of service success or failure, what is an attribution?
Briefly explain why it is difficult to mass produce a service.
Why are “Level 4” retention strategies the most difficult to imitate?
What does it mean when someone says, “The Internet is a service”?
the four characteristics that distinguish services from goods and discuss how each
would impact the marketing of a chain of fitness centers that is being started by six
former Olympic athletes.
What are the critical fixed-capacity factors that affect how well a service business can
handle demand fluctuations?
List the three major roles played by customers in service delivery.
Supermarkets know that most senior citizens shop on Wednesday, so the music that day
is mostly big band sound from the 1940s. Which environmental dimension of the
servicescape are the supermarkets using?
When Robin and Liam arrived at the restaurant, their table was not ready. The hostess
gave them free drinks at the bar while they waited for their table to be cleared. What
type of fairness does this best represent?
A theater that was once very popular is having decreased attendance at its movies even
though its owner is providing his audience with the kind of movies they have enjoyed in
the past. He is thinking about offering a program where customers earn free snacks with
the purchase of a set number of tickets. Why might it be inappropriate for a movie
theater to implement a financial rewards loyalty program?
Give three examples of external marketing communications.