According to the text, which of the following is NOT a type of complainer? a. meek
customer
b. aggressive customer
c. high-roller custmer
d. rip-off customer
e. ugly customer
__________ encourage quick decisions and work best for businesses where
low-involvement purchase decisions are made. a. response moderators
b. scent appeals
c. warm colors
d. sound appeals
e. taste appeals
The departmental and functional seams together in order to help provide flawless
service are: a. marketing logic
b. finance logic
c. service logic
d. operations logic
e. human resources logic
Possible solutions that firms use to minimize the problems caused by inseparability
include all of the following except: a. The careful selection of service employees.
b. The management of service consumers.
c. The use of multisite locations to distribute services.
d. The training of public contact personnel
e. Appealing to market segments with different demand patterns.
Service consumers often have little prepurchase information available to assist in
making an informed decision. This is due to: a. the consumer’s involvement in the
production process
b. services are performed by boundary-spanning personnel
c. services possess few search attributes
d. service providers are inherently unethical
e. services are sold without guarantees
According to the text, the most difficult type of defector to bring back once they
leave are: a. price defectors
b. product defectors
c. service defectors
d. market defectors
e. technological defectors
Which of the following “principles of waiting” is stated correctly?
a. group waits are longer than solo waits
b. explained waits are longer than unexplained waits
c. finite waits are longer than uncertain waits
d. in-process waits are longer than preprocess waits
e. all of the above statements are incorrect
Employment in the Department of Homeland Security is expected to increase while the
other jobs within which supersector will experience decline?
a. Educational
b. Business
c. Government
d. Information
e. Leisure and Hospitality
Typical approaches to changing the organizational culture by changing the
structure of the organization include: a. “putting the customer first”
b. changing the orientation
c. interfunctional task forces and transfers
d. bring in outsiders to change the culture
e. revamping the firm’s reward systems
_____ refers to the average dollar amount per sale multiplied by the average number of
times customers reorder. a. Lifetime value of a customer
b. Customer acquisition cost
c. Lifetime profit of a customer
d. Lifetime cost of a customer
e. None of the above
Which of the following are special challenges associated with the service
communication strategy? a. mistargeted communication
b. managing expectations and perception
c. advertising to employees
d. selling/operation conflicts
e. all of the above
__________ involves a pictorial representation of the relationship between the tangible
and intangible elements of a firm’s operation.a. Molecular Model
b. Servuction Model
c. Benefit concept
d. Industrial Management Model
e. Market-focused Model
Consumer moods and attitudes are types of: a. physiological customer responses
b. emotional customer responses
c. individual approach behaviors
d. internal response moderators
e. cognitive customer responses
Which of the following is not a factor that influences perceived service? a. explicit
service promises
b. perceived service alternatives
c. past experience
d. implicit service promises
e. word-of-mouth communications
Consumer feelings of pain, comfort, and physical fit are types of: a. physiological
customer responses
b. emotional customer responses
c. individual approach behaviors
d. internal response moderators
e. cognitive customer responses
Which of the following is NOT an informal approach to provide keen insights into the
values and beliefs of the organization? a. conduct culture interviews
b. observe what is missing
c. observe objects and artifacts
d. observe current culture as an impartial observer
e. conduct direct question surveys
Which of the following tests of reward effectiveness reflects the notion that rewards
should be tied to desired performance criteria? a. availability
b. flexibility
c. timeliness
d. durability
e. contingent