A firm that offers ‘service guarantees” is attempting to accomplish which of the
following guidelines for developing service communications? a. tangibilize the
intangible
b. develop a word-of-mouth communication’s network
c. reduce consumer fears about variation in performance
d. feature the working relationship between provider and customer
e. none of the above
The smallest number of complaints registered by individuals are: a. instrumental and
ostensive
b. instrumental and reflexive
c. noninstrumental and ostensive
d. noninstrumental and reflexive
e. ostensive and reflexive
Which of the following statements about the pricing of services (compared to the
pricing of goods) is true? a. The demand for services tends to be more elastic than the
demand for goods.
b. Cost-oriented pricing is less difficult for services.
c. Comparing prices of competitors is less difficult for service consumers.
d. Self-service is a viable competitive alternative.
e. Consumers are more able to stockpile services by taking advantage of discount
prices.
Brand equity is most similar to: a. psychic value
b. image value
c. service value
d. product value
e. personnel value
__________ is a systematic process that actively attempts to retain customers
before they defect. a. implicit guarantees
b. defection management
c. zero defects model
d. zero defections model
e. conquest marketing
Which of the following colors is perceived as aloof, icy and formal? a. red
b. blue
c. yellow
d. orange
e. all of the above
The professional and business supersector includes all of the following except:
a. computer services
b. legal advice
c. hospitals
d. accounting
e. architectural
According to the text, when demand for the service is infrequent, and therefore the
success of the communication strategy may not be realized until a later point in time is
called: a. service differentiation
b. positioning strategy
c. lagged effect
d. target effect
e. none of the above
Excellent companies will have the customer’s best interest at heart is a typical
statement within the __________ dimension of the SERVQUAL scale. a. tangibles
b. empathy
c. responsiveness
d. assurance
e. reliability
Consumer beliefs, categorization and symbolic meaning are types of: a. physiological
customer responses
b. emotional customer responses
c. individual approach behaviors
d. internal response moderators
e. cognitive customer responses
According to Thompson’s Perfect-world model, perfect efficiency occurs
when: a. employees understand their jobs
b. role congruence occurs between customers and employees
c. inputs, outputs, and quality happen at a constant rate and remain known
and certain.
d. customer needs are being met
e. when the operation concentrates on performing one particular task in one
particular part of the plant.
The SERVQUAL dimension that is typically noted as the least important by customers
is the __________ dimension a. tangibles
b. empathy
c. responsiveness
d. assurance
e. reliability
Which of the following tests of reward effectiveness reflects the notion that if
rewards are given to the wrong people for the wrong reasons, they should not be
lifelong? a. availability
b. flexibility
c. visibility
d. durability
e. reversibility