Formal standards of conduct that assist in defining proper organizational behavior are
called: a. a code of ethics
b. standards of conduct
c. employee socialization
d. rules for ethical conduct
e. conduct regulations
The demand for services marketing knowledge has increased for all of the following
reasons except: a. the tremendous growth in service-sector employment
b. increasing service-sector contributions to the world economy
c. the emergence of technologically based e-services
d. developing sustainable services marketing business practices
e. the decline in service sector jobs
_________ has been related to positive outcomes for the firm, including customer
satisfaction, motivation and perceived quality.
a. Consumer socialization
b. Compatibility management
c. Market-focused management
d. Industrial management
e. Consumer performance
Consumer complaints tend to be: a. instrumental and ostensive
b. instrumental and reflexive
c. noninstrumental and ostensive
d. noninstrumental and reflexive
e. ostensive and reflexive
Consumers of services tend to rely on personal sources of information
more than nonpersonal sources for all of the following reasons except: a. Many service
providers are small and lack the resources or expertise to
use nonpersonal sources
b. Opinion leaders play an important role in the purchase of services.
c. Due to intangibility, mass media is an effective tool for communicating
with service consumers.
d. The use of personal sources reduces the risk associated with the
purchase.
e. Professional restrictions may limit the use of nonpersonal sources of information
in some service sectors.
According to one group of consultants, on average, __________ percent of customers
who defect to competitors say they were ‘satisfied” or “very satisfied” with their former
providers. a. 5 to 25
b 15 to 35
c. 25 to 45
d. 45 to 65
e. 65 to 85
Complaints about the weather being too hot can be classified as: a. instrumental and
ostensive
b. instrumental and reflexive
c. noninstrumental and ostensive
d. noninstrumental and reflexive
e. ostensive and reflexive
Customer satisfaction can be defined by comparing: a. predicted service and perceived
service
b. predicted service and desired service
c. desired service and perceived service
d. adequate service and perceived service
e. expected service and desired service
The switching costs associated with the time it takes simply thinking about making a
change in service providers is called: a. emotional costs
b. cognitive costs
c. learning costs
d. performance costs
e. customer habit costs
Minimizing the amount of role conflict and role ambiguity experienced by
employees will help reduce the size of this gap. a. knowledge gap
b. standards gap
c. delivery gap
d. communications gap
e. confirmation gap
__________ is a short-term, transaction specific measure. a. customer satisfaction
b. focus group interviews
c. noncustomer research
d. service quality
e. customer retention
A buyer’s perception of value is considered a tradeoff between: a. product value and
psychic cost
b. total customer value and total customer cost
c. image value and energy cost
d. service value and monetary cost
e. personnel value and time cost
One of the major lessons to learn from the Service-Profit Chain is: a. customer loyalty
leads to customer satisfaction.
b. firms must satisfy their employees in order for customer satisfaction to
become a consistent reality.
c. employee retention leads to employee satisfaction
d. the firm’s profitability leads to customer satisfaction
e. revenue growth leads to customer satisfaction
In general, individuals avoid making this type of complaint so as not to reinforce
negative self-esteem. a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
A service operation consists of four stations. Station One can process 150 customers per
hour. Station Two can process 300 customers per hour. Stations Three can process 100
customers per hour, and Station Four can process 150 customers per hour. What is the
maximum number of customers the entire operation can process in an hour? a. 700
b. 300
c. 150
d. 100
e. none of the above