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Ch. 17 Guidepost Questions - MKT 320

Terms in this set (10)

Regarding customer service, which of the following statements is not consistent with what the authors of your textbook say?
Personalized service is based on establishing a set of rules and procedures for providing high-quality service and ensuring that those rules and procedures get implemented consistently.
A retailer's services can be personalized or standardized. The authors of your textbook point to _________ as an example of a retailer that personalizes its services.
Barneys New York
The authors of your textbook use the "gaps model" to illustrate how and why customers may be dissatisfied with the service that they receive from a retailer.
Which of the following is not one of the gaps in the gaps model?
The gap between the level of service that is provided at a company-owned location and what is provided at a franchised location
"The difference between the service that customers perceive themselves to have received and the service that they expected" is the __________ gap.
service
The authors state that doing the following will help retailers close the __________ gap.
Commit to providing high-quality service
Define the role of service providers
Set service goals
Measure service performance
standards
The authors of your textbook identify five dimensions - or characteristics - of a retailer's customer service that will affect customers' perceptions of that retailer's service quality.
The names of these dimensions are reliability, assurance, tangibility, __________, and responsiveness.
empathy
Regarding the five all-important characteristics of a retailer's customer service, which of the following statements is not consistent with the information that appears in your textbook?
Assurance is a retailer's track record of living up to its service warranty.
Which of the following examples best illustrates the tangibility dimension of service quality?
Norman D. Cormandy, Attorney at Law, has put a lot of thought and money into the appearance of his office suite. For example, the entry has a marble floor, the seats in the reception area are luxurious leather, the soft lighting is easy on the eyes, and the four-foot-tall bronze statue of Lady Justice is a one-of-a-kind piece by a prominent sculptor.
Which of the following service-related expressions is not matched with its correct definition?
Sentiment analysis - using hidden cameras and state-of-the-art software to analyze the facial expressions of retail guests who approach the customer service counter
Regarding customer complaints and service recovery, which of the following statements would the authors of your textbook disagree?
The steps in effective service recovery are (1) anticipate the complaint, (2) save customers the trouble of complaining - you know what they're going to say anyway, and (3) resolve the problem quickly.
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