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One of the ways in which standardization of services occurs is through:
A. Substitution of technology for personal contact and human effort
B. Organizational flattening
C. Employee encroachment
D. Division of labor and specialization
E. Autonomous management
Jiffy Lube, a franchiser of 10-minute oil and lubrication services, has been plagued by a
lack of consistency across franchise outlets. The lack of consistency has resulted from
Jiffy Lube's failure to require franchisees to adhere to common service standards as it
rapidly expanded its franchise business across the U.S. Jiffy Lube's failure to require
franchisees to adhere to common service standards has led to provider _____ of the
gaps model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
One of the potential costs in employee empowerment is:
A. Higher labor costs
B. Slower online responses to dissatisfied customers during service recovery
C. Slower online responses to customers during service delivery
D. Increased employee dissatisfaction
E. Increased customer dissatisfaction
After moving to Florida, Kaori opened both a savings and a checking account at
Benford Bank. Although Benford had a higher minimum balance requirement for free
checking than the other two banks she considered, Kaori chose Benford because it was
located closer to her home than the other banks. Kaori would rather expend other costs
than _____ costs.
A. Convenience
B. Monetary
C. Psychological
D. Time
E. Search
A week after Kim cancelled her First USA MasterCard, she received a survey in the
mail asking questions about First USA's service quality, its performance versus other
credit card companies, her level of satisfaction with different dimensions of First USA's
service and her reasons for canceling her account. Which of the following types of
research did First USA conduct?
A. Complaint solicitation
B. Critical incidents studies
C. Relationship survey
D. Trailer calls
E. Lost customer research
Following the acquaintance relationship in the evolution of customer relationships is
the customers as _____ stage.
A. Allies
B. Associates
C. Friends
D. Partners
E. Supporters
One of the customer-defined standards at Delta Airlines is "the number of pieces of
luggage damaged per day". "The number of pieces of luggage damaged per day" is a
_____ customer-defined service standard.
A. Formal
B. Hard
C. Informal
D. Measurable
E. Soft
Which of the following is an element of the servicescape for the Fred Astaire Dance
Studio?
A. Its parquet dance floor
B. Its ad in the Atlanta Journal-Constitution
C. How experienced its dance instructors are
D. Business cards handed out by instructors
E. A brochure describing its dance lessons and its various payment plans
A tax accountant may provide a different service experience to two different customers
on the same day depending on their individual needs and personalities and on whether
she is meeting with them when she is fresh in the morning or tired at the end of the day.
This is an example of service _____________.
A. Versatility
B. Heterogeneity
C. Simultaneous production and consumption
D. Perishability
E. Intangibility
A prestige pricing strategy is appropriate when customers define value as:
A. All that I get for all that I give
B. Everything I want in a service
C. Low price
D. Reliable service
E. The quality I get for the price I pay
Which of the following statements describes a marketing implication that results from
the intangibility of services?
A. Customers participate in and affect the transaction
B. Service quality depends on many uncontrollable factors
C. Services can be readily communicated
D. There is no sure knowledge that the service delivered matches what was planned and
promoted
E. Services cannot be inventoried
After a service firm maps the service process from the customer's point of view, the
next step in building a service blueprint is to:
A. Draw the lines of interaction and visibility
B. Link customer and contact person activity to needed support function
C. Map the service process from the customer contact person's point of view
D. Identify the physical evidence needed to support service quality
E. Add evidence of service at each customer step
When a guest staying at the Marriott Marquis in New York calls room service to order
dinner, which of the following is an example of a backstage contact employee action?
A. Marriott food service order clerk takes guest's order
B. Guest receives meal from Marriott food delivery person
C. Guest calls room service
D. Marriott chef prepares meal
E. Marriott food delivery person delivers meal to guest
How would a day care center operator benefit from the implementation of relationship
marketing with the parents of three preschool children?
A. The children would benefit from socialization skills
B. The parents wouldn't have to go looking for a new facility to keep their children
C. The parents would ask for a reduced monthly rate
D. The parents would get to socialize with the other parents of children at their center
E. The parents would spread the word about their happiness with the services provided
by the day care center
New management of the Falcons football team surveyed former season ticket holder to
determine why they were no longer attending the games. As a result, it set "Clean and
well-stocked restrooms" as one of its _____ customer-defined standards.
A. Responsive
B. Hard
C. Informal
D. Measurable
E. Soft
The reason Kente chose to stay at a particular a chain of bed & breakfast inns was
because its website promises free breakfast ay any inn that did not offer a wake-up
service. Yet when Kente stayed at one of the chain's inns, she was allowed to oversleep
and missed an important sales call even though she had asked to be awakened at seven
when she checked in. The inn manager told her that his hotel did not offer a wake-up
service and apologized for her inconvenience. He did not offer her a free breakfast and
Kente swore never to stay at the inns again. The chain of inns needs to:
A. Underpromise and overdeliver more services
B. Coordinate its external communications
C. Create more functional internal marketing channels
D. Use more centralization of service definition
E. Use transformational advertising
_____-based pricing occurs in services that are standardized across providers.
A. Demand
B. Profit
C. Competition
D. Supply
E. Cost
Large scale disasters such as Hurricane Katrina in 2005 and the Japanese earthquake
and tsunami in 2011 can cause ________ in telephone and Internet services.
A. Random demand fluctuations
B. Relative demand shifts
C. Predictable demand cycles
D. Vertical demand configurations
E. Organized demand patterns
Which of the following is the BEST example of outcome fairness?
A. The restaurant charged the man for two meals when he sent back his overcooked
steak and demanded one cooked correctly
B. Miriam decided the missing button was not important enough to make another trip to
the cleaners and complain
C. The sign posted on the wall stated the hair salon would not style the hair of anyone
who did not have an appointment
D. The small movie theater gave all patrons two-free movie tickets for the night of their
choice when the movie projector broke halfway through showing the newest Brad Pitt
movie
E. The hotel refused to help a man find a room for the night when he missed his
scheduled airplane flight
Many companies do not identify and act on the correct non-financial measures. One of
the four major mistakes that companies make is _______. In other words, companies
attempt to measure complex phenomenon with one or two simple measures or use
quantitative metrics to capture qualitative results for factors such as leadership.
A. Not linking measures to strategy
B. Not validating the links
C. Not setting the right performance targets
D. Measuring incorrectly
E. Not creating a balanced scorecard
Which of the following services is highest in incorporeal evidence?
A. An ATM
B. A movie theater
C. A vacation cruise
D. Management consulting
E. A drive-through liquor store
_____ quality refers to how a service is delivered to the customer.
A. Output
B. Interaction
C. Experiential
D. Technical outcome
E. Interactive
_____ labor entails delivering smiles, making eye contact, showing sincere interest and
engaging in friendly conversations with customers who are essentially strangers and
who may not ever be seen again.
A. Physical
B. Mental
C. Personal
D. Accountable
E. Emotional
In order to increase usage of the family-oriented ski resort, its owner sent letters to
several college fraternities inviting them to spend their winter vacation at the resort. By
inviting college students, the resort more than likely widened provider:
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
E. Gap 5
_____ marketing focuses on keeping and improving current customers, rather than
concentrating on acquiring new customers.
A. Transaction
B. Expansion
C. Relationship
D. Strategic
E. Benefit
Many new commercial aircraft designed for long haul international flights now have
business class seats that recline into 'skybeds" making it much easier for passengers to
sleep. The new skybeds represent an improvement to the aircraft servicescape with
respect to its role as:
A. Boundary spanner
B. Socializer
C. Facilitator
D. Defender
E. Package
American Express's "Service Tracking Report" systematically measures both customer
satisfaction and employee performance worldwide. Compiled on a monthly basis, the
document uses statistics to measure the performance of business units throughout the
world against more than 100 service quality factors related to their customers' three
major service dimensions-responsiveness, timeliness and accuracy. American Express's
"Service Tracking Report" is a(n):
A. Service performance index
B. Quality improvement measure
C. Total quality management assessment
D. Customer service indicator
E. Internal-external service control benchmark
When Sarah opened her savings and checking accounts at First National Bank of
Chicago, she was given a brochure entitled "How to Lose Wait" that gave her advice on
how to avoid delays at the bank and listed her branch's busiest and slowest times. By
giving Sarah the "How to Lose Wait" brochure, First National Bank of Chicago is
________ to match service promises with delivery.
A. Offering a service guarantee
B. Leveraging social media
C. Managing customer education
D. Managing horizontal communications
E. Using viral marketing
Which of the following statements about service failure and service recovery is true?
A. Those customers who never complain are as likely to repurchase as those who had a
satisfying service experience
B. Resolving customer problems effectively has a strong impact on customer
satisfaction and loyalty
C. All firms employ effective recovery strategies
D. Effective service recovery should not be expected to improve overall service
performance
E. All of the above statements about service failure and recovery are true
In the service marketing triangle, _____ marketing refers to communications a firm
uses to make promises to customers regarding service delivery.
A. Internal
B. Interactive
C. Relationship
D. External
E. Integrated
The term customer intimacy is most closely related to the establishment of _____
bonds.
A. Financial
B. Social
C. Customization
D. Structural
E. Security
