An airport with large, easily read signage and well-designed foot traffic patterns that
allow travelers to perform their roles with ease is providing travelers with _____
orientation.
A. Place
B. Cultural
C. Promotable
D. Physical evidence
E. Function
To be effective, complaint solicitation requires:
A. The same complaint be mentioned at least ten times before any action is taken
B. An individual complainer to have no more than one complaint
C. The company to treat the complaint as a snapshot of its service
D. Valid and reliable service questions
E. Rigorous recording of numbers and types of complaints through many channels
According to the _______, while advertising, sales and promotions pour profits into
your company, there will always be some customer defection, which has the potential to
grow larger.
A. Bucket theory of marketing
B. Iceberg principle of relationships
C. 80/20 principle
D. Service paradigm shift
E. Echo principle of marketing
How would you describe the sustainability of competitive advantage in the
acquaintance stage of the customer relationship evolution?
A. Non-existent because the company’s primary goal is to induce trial
B. Generally low with some variation on how the competition creates unique value
C. High even though it depends on how unique the service offering is
D. Medium because customer are heterogeneous
E. Generally low because of the expense associated with mass customization
When you visit the web site for Hyatt hotels, you can look at pictures of its newest
hotels, register for its continuity programs and make reservations quickly. These
elements of its web site are all examples of:
A. Service encounter arena
B. Technological intangibility
C. Responsiveness
D. Physical evidence
E. A technological service arena
A consumer is more likely to complain when the:
A. Flowers he ordered for his wife’s birthday are not delivered
B. Big Mac bought in a drive-through comes with pickles even though the special order
said no pickles
C. Icing on the bakery cake is dark chocolate instead of milk chocolate as ordered
D. Mechanic fills the radiator with antifreeze instead of water
E. Repair person is 30-minutes late
Large-scale disasters such as the Japanese earthquake and tsunami in 2011 and
Superstorm Sandy in 2012 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 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
When its sales were declining, Canadian Airline conducted a marketing survey to
understand the expectations of the business traveler, its target market. It learned
business travelers resent they are bosses in their own offices but are totally controlled
by the airlines when they travel. Canadian Airline instituted gate-side business centers,
shower facilities and massage chairs as well as continuous “power to the seat” for those
who want to work on their laptops. By listening to its business travelers and providing
the services they want, Canadian Airline’s sales started increasing. What service
recovery strategy did Canadian Airline use?
A. Make the service fail safe
B. Learn from recovery experience
C. Treat customers reactively
D. Encourage and track complaints
E. Act quickly
The fluctuation in a customer’s zone of tolerance is more a function of changes in the
_____________, which moves readily up and down because of situational
circumstances than of the _______________, which tends to move upward
incrementally because of accumulated experiences.
A. Adequate service level; desired service level
B. Adequate service level; tolerable service level
C. Desired service level; adequate service level
D. Desired service level; tolerable service level
E. Ideal service level; desirable service level
Which of the following statements describes how consumers and employees are
responding to technology-based services?
A. Services can readily calm fears that privacy may be sacrificed if technology is used
B. An infusion of technology can lead to an increase in human interaction
C. The payback for investments in technology is a certainty
D. Employees are often reluctant to integrate technology into their work lives
E. All of the above statements describe how consumers and employees are responding
to technology-based services
A sign at the entrance to the children’s hospital contained the hospital’s mission
statement and explained its vision. This sign provided patients and their families with
_____ orientation.
A. Place
B. Cultural
C. Promotable
D. Physical evidence
E. Function
Customers are viewed as _____ when they produce a service for themselves.
A. Customer mix managers
B. Competitors
C. Productive resources
D. Contributors to quality and satisfaction
E. Recruiters
________ customer-defined standards are opinion-based measures and cannot be
directly observed.
A. Responsive
B. Intangible
C. Informal
D. Measurable
E. Soft
John’s flight on United Airlines from Chicago to San Francisco departed 2 hours late
because of a snowstorm in Chicago. The snowstorm that delayed John’s flight is a(n):
A. Personal service influence
B. Spontaneous negative
C. Predictable service influence
D. Uncontrollable situational factor
E. Temporary personal need hindrance
The four strategies of tangibilization proposed by researchers Leonard Berry and Terry
Clark are:
A. Documentation, visualization, verification and illustration
B. Illustration, verification, documentation and intimation
C. Association, physical representation, documentation and visualization
D. Association, internalization, testimonials and imitation
E. Intimation, allusion, association and documentation
______ occurs when a service firm develops an advertising campaign without input
from operations and contact personnel are not able to deliver service that matches the
image portrayed in the advertising.
A. Inadequate management of service promises
B. Over-promising in advertising and personal selling
C. Inadequate customer communication
D. Inadequate horizontal communication
E. Differences in policies and procedures across distribution units
By guaranteeing that all participants in its dance classes will be able to do the foxtrot by
the end of their first lesson or their money will be refunded, the Fred Astaire Dance
Studio is:
A. Managing customer expectations
B. Engaging in public relations
C. Precisely matching service delivery with service promise
D. Managing its horizontal communications
E. Under-promising and over-delivering
Retention strategies built around financial bonds:
A. Provide long-term profit increases
B. Use price as the primary marketing mix element
C. Are difficult to initiate
D. Provide long-term competitive advantage
E. Have a high degree of service customization
A company that uses a four-tier scheme to segment its customers by profitability:
A. Is using usage segmentation
B. Identifies customers who need different sorts of attention
C. Can increase profitability by increasing sales to lower-level customers
D. Cannot use relationship marketing effectively
E. Is accurately described by all of the above
Which of the following is NOT a technology substitution for personal contact and
human effort?
A. On-line services
B. Professional maid service
C. Voice mail
D. Automatic teller machines
E. Automatic car wash
Frequent travelers on airlines know one of the costs of traveling is damaged baggage,
but they also know that each airline will either repair or replace any luggage damaged
by its baggage handlers. The ability to count on this service in the event a handle is torn
off or the side of a bag is gashed helps the airlines narrow provider _____ of the gaps
model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
The primary constraint on service production for an air freight delivery service is:
A. Equipment
B. Labor
C. Money
D. Facilities
E. Time
Kelly dined in a family-style restaurant in Mobile, Alabama, shortly after a hurricane
had brushed the coastal area. The server apologized because there were no iced drinks
available. The water supply had been contaminated by the storm’s high tides. The water
system was fine now, but after repairing other minor damages, the workers had not yet
had a chance to clean the ice machine. Kelly, a long-time resident of Mobile,
understood that _____ meant she would need to modify her service expectations.
A. Personal service influence
B. Predictable service influence
C. Uncontrollable situational factor
D. Spontaneous negative
E. Temporary personal need hindrance
When a customer does not understand his or her role in the service delivery process, he
or she is contributing to provider:
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
The owner of a small but growing business, Terry Franklin was becoming overwhelmed
with requests from his outside customer service representatives for decisions about
solutions to customer problems. Noting the mountain of his own work that was piling
up, he instituted a policy change and informed the representatives. “Keep the customers
happy,” he said. “If it’s a problem that takes less than $100.00 to fix, there’s no need to
call me. Use your judgment and go ahead and fix it.” Terry Franklin is using
empowerment to narrow provider __________ of the gaps model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4