Question 1

Client-based relationships are least likely to be developed by

Accepted Answer

Appliance repairmen typically provide a one-time service rather than ongoing services, making it less likely for them to develop client-based relationships. The other professions listed provide ongoing services that may require ongoing client relationships.

Question 2

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

The heterogeneity characteristic of services means that each customer may have unique needs and preferences. This provides marketers with the opportunity to customize their services to meet these individual needs and create a personalized experience for each customer.

Question 3

H&R Block, a major tax preparation firm, reported having a problem with its employees being inconsistent in the filing of returns. The firm is experiencing a problem with which of the following characteristics of the service offering?

Accepted Answer

H&R Block is experiencing heterogeneity, which refers to the variability in quality and consistency of a service due to the involvement of human factors. The inconsistency in filing returns is a result of the variability in the skills and capabilities of the employees providing the service.

Question 4

Which of the following statements about customer contact in services marketing is false ?

Accepted Answer

High-contact services generally require more employee interaction and involvement, which translates to higher labor costs. Equipment-based services, on the other hand, may require less employee interaction and can sometimes be fully automated, resulting in lower costs. Therefore, statement B is false.

Question 5

When service companies change high-contact services into low-contact services, the

Accepted Answer

When high-contact services are changed to low-contact services, the service becomes less personalized. High-contact services are characterized by a high degree of interaction between the service provider and the customer, leading to a more personalized experience. When these services are changed to low-contact services, the level of interaction between the service provider and the customer is reduced, resulting in a less personal experience. However, the other options are not necessarily true when high-contact services are changed to low-contact services.

Question 6

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service.

Accepted Answer

A first class airline ticket offers a core service of transportation, which is the main reason for purchasing the ticket. The supplementary services include drink and food service, special boarding rights, and extra customer service. These services are not essential, but they enhance the overall experience for the customer.

Question 7

Which of the following service characteristics results in variability of service quality yet provides the opportunity for customizing services to match the specific needs of individual customers?

Accepted Answer

Heterogeneity refers to the variability of service quality, which means that different customers may have different experiences with the same service. However, this characteristic also provides the opportunity for customizing services to match the specific needs of individual customers.

Question 8

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

Accepted Answer

Supplementary services are additional services provided alongside the core service as part of a bundled package. These services enhance the value of the core service and create a more complete customer experience. Basic services are the fundamental services that make up the core service, while tangible services are physical, visible components of the service. Auxiliary services are supportive services that are not directly related to the core service, but may be necessary for its delivery. Other core services refer to additional core services provided in addition to the primary core service.

Question 9

Which of the following is the best example of a high-contact service?

Accepted Answer

Plastic surgery involves a high level of personal interaction and physical contact between the service provider and the customer. It is a highly personalized service that requires consultations, pre-operative assessments, and post-operative recovery care, making it a high-contact service.

Question 10

Maria asks Glenda what housecleaning service she would recommend in Oakview. Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house. Glenda's recommendation addresses which of the following service features?

Accepted Answer

The answer of Maria asks Glenda what housecleaning service she...

Question 11

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

Accepted Answer

Heterogeneity in services refers to the variability in service quality that can occur from one service encounter to the next, often due to the human element involved in service delivery. Using machinery like ATMs or vending machines can reduce this variability by standardizing the service experience, thus reducing heterogeneity.

Question 12

The necessary interaction between service provider and customer that allows a service to be delivered is called

Accepted Answer

Customer contact refers to the interaction between service provider and customer that is necessary to deliver a service.

Question 13

Client-based relationships are most likely to be developed by

Accepted Answer

Doctors typically establish long-term relationships with their patients, making client-based relationships more likely to be developed in this profession compared to funeral directors, electricians, installers, or brick layers.

Question 14

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

Accepted Answer

The challenge being addressed by service marketers in making promises to customers is the intangibility of services. Services cannot be seen, touched, or tasted, making it difficult for customers to evaluate them before purchase. Therefore, service marketers use promises and assurances to help customers trust the service provider and perceive the value of the service.

Question 15

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ____ services.

Accepted Answer

These services are supplementary because they are not essential to providing a room for customers but enhance the overall experience. The other options are not as fitting - core services would refer to the main service being provided (in this case, a room), bundled services would refer to multiple services being packaged together, business services would imply services geared towards business travelers, and complimentary services would refer to services provided at no additional cost that are not necessarily bundled with the room (such as a shuttle service or gym access).

Question 16

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Accepted Answer

A client-based relationship is defined as a long-term, repeated utilization of a service, indicating high customer satisfaction and loyalty.

Question 17

Andrea has just opened a new service business called Paws n' Claws, which provides dog grooming and doggie day care. Andrea has done research about the role dogs play in today's culture, particularly for those people who do not have children. She knows that some of these people represent a target that is urban, professional, and who travel frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

Accepted Answer

The description of the target market suggests that there will be significant interaction between the customers and the service provider, resulting in a high level of customer contact. Therefore, option C (high level of customer contact; clients) is the most appropriate answer. Additionally, the term "clients" is often used in service businesses to emphasize the relationship and ongoing interaction between the service provider and customer.

Question 18

Carlos is speaking to his brother about the interaction he had today with one of his clients.  Since he is referring to his customer as a client, Carlos is most likely a(n)___.

Accepted Answer

The term "client" is often used in professions where individualized service and personal care are emphasized, such as in massage therapy. Therefore, a masseur is the most likely profession among the options given where the term "client" would be used to refer to customers.

Question 19

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

Accepted Answer

Website design is a service that can be done completely remotely and with minimal in-person contact, making it a low-contact type of service. The other options all involve some level of physical interaction that would make them higher contact services.

Question 20

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as

Accepted Answer

The answer of Many services base their success on building...

Quiz 11: Developing and Managing Goods and Services