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BUS 323, Chapters 1-6, Midterm
Terms in this set (58)
The training the mechanic has received
CHP 1-2 Which of the following is an intangible component of a car repair shop?
CHP 1-2 Customer _____ are the standards for performance against which service experiences are compared.
CHP 1-2 Telepizza S.A. is a Spanish pizza restaurant chain that offers children membership in its magic club. The magic club gives its members small prizes, usually simple magic tricks, with each order their parents place. Telepizza has 65 percent of the Spanish market as a result of using _____ marketing.
CHP 1-2 Which of the following is NOT a source of customer expectations?
CHP 1-2 The romantic mountain getaway seemed like the perfect Valentine's Day gift. The pictures in the brochure showed couples enjoying the amenities in their cabins. When the couple arrived, they found a cold, uninviting cabin with a shortage of creature comforts--no down-filled blankets, no wood for the fireplace, paper plates and cups and a broken chair. In this service example, the _____ was not what the customers expected.
CHP 1-2 Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed "tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. A personalized whitening mouthpiece is developed for each patient. The mouthpiece is placed around the teeth and a cleaning solution is added. The patient listens to soothing music and sits in a comfortable chair while his or her teeth are whitened. Monthly treatments in this spa-like environment reflect the _____ element of Teethart's service mix.
Improving communications between sales and operations departments
CHP 1-2 Service companies can close provider gap 4 by:
CHP 1-2 _______ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.
The marketing research done by the motel chain includes insufficient research about what its target market wants
CHP 1-2 Which of the following would result in a broadening of provider gap 1?
Difference between customer expectations and perceptions
CHP 1-2 The central focus of the gaps model of service quality is the:
CHP 3 ________ is the level of service that customers believe they are likely to get during an impending transaction or exchange.
CHP 3 Johanna wants to learn self-defense and has signed up for a class at her local YMCA. She chose this particular class because her sister took it last year and told her it was a great class. While Johanna has never had a need to defend herself, everyone tells her it is a good idea to learn how. Johanna's service expectation for the class was shaped by:
Zone of tolerance
CHP 3 The extent to which customers recognize and are willing to accept variation in service performance is called the ____________:
CHP 3 Product and service features that are unexpected and surprisingly enjoyable are known as ___________.
CHP 3 _____ service represents the minimum tolerable expectation, the bottom level of performance acceptable to the customer.
Personal service philosophy
CHP 3 Lillie worked as a caterer when she was in college. She was highly critical of the caterer and its staff that her parents selected for their 50th anniversary party. Lillie's attitude about how a caterer should act reflects her:
CHP 3 A(n) _____ expectation occurs when customer expectations are driven by another person or group of people.
CHP 3 As the number of perceived service alternatives increases, the level of adequate service _____ and the zone of tolerance _____.
CHP 3 Customer _____ are beliefs about service delivery that function as standards against which performance is judged.
More important; narrower
CHP 3 Customers' tolerance zones vary for different service attributes or dimensions. The _______________ the factor, the __________ the zone of tolerance is likely to be.
CHP 4 Because the customer essentially provides his/her own service, Internet-based services, automated phone services and services delivered via DVD or video technology are often referred to as _______________.
CHP 4 From the customer's point of view, the most vivid impression of service occurs in the service _____ when the customer interacts with the service firm.
CHP 4 Phone encounters are a type of ___________ in which tone of voice, employee knowledge and effectiveness of handling customer issues are important criteria for judging quality.
CHP 4 Southwest Airlines has consistently had one of the best on-time performance records in the airline industry. A critical factor in Southwest's success has been its use of second tier airports such as Midway in Chicago, Hobby in Houston, City in Detroit and Ontario in Los Angeles. These lower traffic airports allow Southwest to have a faster turnaround for its airplanes so they spend a greater percentage of their time in the air. Seventy percent of Southwest's flights have a turnaround time of 15 minutes. Southwest Airline's on-time performance reflects the _____ dimension of service quality.
CHP 4 The Walt Disney Company dress code requires male cast members with mustaches or beards to trim their facial hair to no longer than one-quarter of an inch and be well-groomed. Male cast members without mustaches and beards must be clean shaven every day. All cast members must keep their nametags visible at all times, have no visible tattoos and be professional in appearance. The Walt Disney Company's dress code reflects the _____ dimension of service quality.
Critical incident technique
CHP 4 To determine the source of customers' favorable and unfavorable perceptions in service encounters, researchers use which of the following research methods?
CHP 4 When customers feel uncertain about their ability to evaluate services with high levels of credence qualities such as banking and insurance, the ________ dimension of service quality is likely to be particularly important.
CHP 4 When customers have been surprised by a service outcome that is much better or worse than expected, they tend to look for reasons and their assessments of the reasons can influence their satisfaction. These perceived causes of service success or failure are known as:
a. Customers' emotions
b. Product features
c. Customers' perception of service quality
d. Uncontrollable situational factor
e. All of the above (e. this is the answer)
CHP 4 Which of the following can influence how satisfied a customer is with a service?
CHP 4 Which of the following themes is NOT a source of customer satisfaction/dissatisfaction in service encounters?
Post transaction surveys
CHP 5 Trailer calls are also called:
CHP 5 PSE&G, a utility company located in New Jersey is conducting a service marketing research study to assess its service performance. It will measure the gaps between customer expectations and perceptions along the five dimensions of service quality. Which of the following types of research should PSE&G use?
CHP 5 Benford Bank hired marketing researchers when it noticed many people who had savings accounts with the bank did not have checking accounts and credit cards with it. The researchers would conduct _____ research if they wanted to test the hypothesis that customers do not like the checking account and credit card services of Benford Bank.
Zone of tolerance charts
CHP 5 _____ are used to report the findings from a service marketing research study that collected data on the two levels of customer expectations - desired service and adequate service - along with customer perceptions of company performance.
Lost customer research
CHP 5 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?
CHP 5 Sunoco is readying a chain-wide set of marketing initiatives designed to improve its image with women drivers and win more return business to its service station outlets throughout Ontario. It refurbished all of its restrooms and tried to hire friendly personalities and real customer service skills instead of "just who was available". It hired an outside research organization to send people to Sunoco service stations twice monthly to grade staff on their customer interaction skills. What research method did Sunoco use to make sure that each station was implementing the new service strategy?
Critical incidents studies
CHP 5 Clark participated in a research study conducted by Red Lobster restaurants in which he was asked to provide a verbatim story about a satisfying and dissatisfying service encounter he had at Red Lobster. Which of the following types of research studies did Clark participate in?
Defines the problem and research objectives
CHP 5 In the first stage in the service marketing research process, the researcher:
Gain first-hand knowledge about competitors
CHP 5 Which of the following is NOT a research objective for improving upward communication in a service organization?
Considers only qualitative research
CHP 5 All of the following are among the criteria for an effective service research program EXCEPT:
Identifies customers who need different sorts of attention
CHP 6 A company that uses a four-tier scheme to segment is customers by profitability:
The enhancement of its relationship with the customer
CHP 6 At the partnership stage of the customer relationship, the firm is most concerned with:
CHP 6 In many instances, customers develop loyalty to an organization in part because of costs involved in changing to and purchasing from a different firm. These costs are called:
CHP 6 Often, _____ are created by providing customized services to the client that are technology based and make the customer more productive.
CHP 6 Pandora is an Internet-based music discovery service that helps its customers find and enjoy music that they like. A customer can create up to 100 unique "stations" by identifying favorite songs or artists and then Pandora's expert systems analyzes what they like and provides suggestions based on this analysis. Pandora is using ____________ to develop and maintain customer relationships.
Use price as the primary marketing mix element
CHP 6 Retention strategies built around financial bonds:
CHP 6 Sometimes firms have service encounters that fail because of ___________, who intentionally or unintentionally act in a way that is disruptive, rude, or aggressive.
Customers as acquaintances; customers as friends
CHP 6 The transition from the _____ stage to the _____ stage of the customer relationship requires the development of trust.
CHP 6 The _____ of a customer is a concept that looks at customers from the perspective of their lifetime revenue or profit contributions to a company.
CHP 6 Which of the following is one of the ways an organization benefits from maintaining and developing a loyal customer base?
CHP 1 Attributes that a customer can determine before purchasing a product
CHP 1attributes that can be discerned only after purchase or during consumption
CHP 1characteristics that the customer may find impossible to evaluate even after purchase and use
The Service Design and Standards Gap
The Service Performance Gap
The Communication Gap
What is Design Thinking
form of solution-based thinking that starts with a specific goal and goes through multiple stages of iteration—divergence and convergence—to solve complex problems in a human-centered way. Design thinking typically includes one or more of the following approaches: observation, interviews, brainstorming, and prototyping.
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