Personal factors that are stable over time and that increase a customer’s
sensitivity to how the service should be best provided are referred to as: a. situational
factors
b. explicit service promises
c. perceived service alternatives
d. transitory service intensifiers
e. enduring service intensifiers
The two primary roles that boundary-spanning personnel fulfill are: a. sales and
profit-production
b. sales and customer service
c. information transfer and representation
d. process flow and service
e. information transfer and profit production
Which of the following compensates the customer to offset the cost of the service
failure? a. gratis
b. discount
c. coupon
d. free upgrade
e. all of the above
The management of a diverse group of customers with different needs within the same
service setting is called:
a. Consumer socialization
b. Compatibility management
c. Market-focused management
d. Industrial management
e. None of the above
Under which of the following scenarios is it more likely that a firm would invest the
resources necessary to increase its satisfaction ratings from 95 to 98 percent? a.
Competing firms have 90 and 88 percent satisfaction ratings
b. Competing firms have 85 and 75 percent satisfaction ratings
c. Competing firms have 96 and 97 percent satisfaction ratings
d. There are many opportunity costs associated with the investment
e. The market share gained has little effect on the firm’s bottom-line profits
The suggested communication strategy to use when the product is tangible dominant is
to: a. create an intangible image for the product
b. create awareness for the product
c. surround the product with tangible evidence
d. make sure the product is in the evoked set of alternatives
e. differentiate the service product from service delivery
The SERVQUAL dimension that measures consumer views of the firm’s personnel and
communication materials is the ________ dimension. a. tangibles
b. employee satisfaction
c. responsiveness
d. assurance
e. reliability
Fast-food restaurants such as Wendy’s, Burger King, and Taco Bell employ a single-line
strategy. In comparison, McDonald’s employs a multiple line strategy. The single-line
strategy helps minimize the effects of which of the following “principles of waiting?”
a. preprocess waits feel longer than in process waits
b. unoccupied time feels longer than occupied time
c. unfair waits are longer the equitable waits
d. solo waits are longer than group waits
e. the more valuable the service, the longer the customer will wait
The place within an organization where its primary operations are conducted is called:
a. technical core
b. organizational point
c. factory
d. main system
e. none of the above
Which of the following fields would be least likely to be described as
intangible-dominant? a. manufacturing
b. education
c. insurance
d. banking
e. engineering
The positioning strategy that increases complexity by adding more services and/or
enhancing current services to capture more of the market is referred to as: a. niche
positioning strategy
b. volume-oriented positioning strategy
c. specialization positioning strategy
d. penetration strategy
e. market diversification strategy
Employee willingness to perform and employee-job fit are directly related to
which of the following service quality gaps? a. knowledge gap
b. standards gap
c. delivery gap
d. communications gap
e. service gap
Which of the following statements is not correct? a. Service consumers are more brand
loyal
b. Personal sources of information are more important to service consumers
versus nonpersonal sources
c. Service consumers have fewer alternatives to consider
d. Self-service is a viable alternative for many services
e. Customers always prefer customized services to standardized services
Which of the following is NOT an example of an external search for college selection?
a. campus visit
b. consumer€s own memories
c. talking to friends
d. reading college magazines
e. asking professor questions
A guarantee that applies only to specific steps or outputs in the service delivery
process is called a(n): a. conditional guarantee
b. implicit guarantee
c. specific result guarantee
d. unconditional guarantee
e. unsolicited guarantee
A __________ is the customer’s composite of mental images of the service firm’s
physical facilities. a. internal response moderators
b. perceived servicescape
c. cognitive response
d. emotional response
e. physiological response
While other defector types are primarily externally driven, these defectors leave
as a result of problems with the internal operations of the firm. a. price defectors
b. product defectors
c. service defectors
d. market defectors
e. technological defectors
Which pricing strategies encourage the customer to expand his/her dealings with the
service provider? a. relationship pricing
b. price bundling
c. benefit-driven pricing
d. flat-rate pricing
e. efficiency pricing