Question 1

The consistency and reliability of a service can be increased by:

Accepted Answer

Mechanization can also increase consistency and reliability.

Question 2

Which component of service quality represents the ability to provide prompt service?

Accepted Answer

This describes responsiveness.

Question 3

Emily's nephew is on the autism spectrum,and she has read stories on the Internet about how vaccines supposedly cause autism.Though Emily knows this theory has been debunked and that vaccines are safe,she is surprised that she feels a bit worried when she takes her own child into the pediatrician for her shots.Emily is glad her pediatrician does not think her fears are silly and will answer all of her questions without making her feel stupid for asking them.By which of the following components of service quality is Emily most likely to rate her pediatrician?

Accepted Answer

Empathy refers to providing caring and individualized attention to customers.

Question 4

All of the following are service components customers use to evaluate service quality EXCEPT:

Accepted Answer

Customers evaluate service quality through five components: reliability,responsiveness,assurance,empathy,and tangibles.

Question 5

Buying a car through eBay may result in a low price,but how do you know you will be getting a good car? One nice feature provided by eBay is the "feedback rating" that provides ratings and comments from people who have made purchases from that seller before.Which service quality component does the feedback rating address?

Accepted Answer

Assurance refers to the knowledge and courtesy of the employees and their ability to convey trust.Customer ratings would provide this information.

Question 6

The model of service quality that identifies five disparities that can cause problems in service delivery and influence customer evaluations of service quality is referred to as the _____ model.

Accepted Answer

The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluations of service quality.

Question 7

David and Kathy like to take their young son,Chaz,to Moe's for lunch after church on Sundays.While they like to eat at Moe's at any time,Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill.Until Moe's began the reduced pricing program,Sundays were very slow.Now it is one of the busiest days of the week.This price reduction was a way to contend with the service characteristic of:

Accepted Answer

Differential pricing tries to even out demand.This is important because services cannot be stored,inventoried,or warehoused.

Question 8

One of the reasons consumers can purchase cheap flights or hotel rooms on Web sites such as Expedia.com and Hotels.com is due to the fact that airlines cannot sell the seat on a specific flight after the plane takes off and hotels cannot recoup the revenue from that room for that night once the night passes.Which unique characteristic of services does this illustrate?

Accepted Answer

Services cannot be stored,inventoried,or warehoused.

Question 9

James recently went to a new health clinic because he had a sore throat that wouldn't go away.He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans,a flannel shirt,and tennis shoes.The doctor and nurse took proper care of James,but it seemed strange to him that the doctor was dressed that way.Which component of service quality does this illustrate?

Accepted Answer

Tangibles are the physical evidence of the service.

Question 10

First Community Bank spent a considerable amount of money updating its lobby with plush sofas,a large-screen television,and a refreshment counter with popcorn and soft drinks.However,very few customers spend time in the lobby.In fact,most customers want to be in and out of the bank,with their financial transaction completed as quickly as possible.The gap model of service quality would suggest that a gap exists between:

Accepted Answer

Management thinks people want to spend time in a really nice bank lobby,but consumers seem much more concerned with timely service,which is characteristic of gap 1 in the gap model.Thus,what the customers really want seems different from what management thinks they want.

Question 11

Canyons ski resort is so positive that guests will enjoy their visit that they offer a money-back guarantee for special lift tickets purchased at the resort Web site.Canyons' "You'll-Love-It-Or-It's-Free-Guarantee" provides consumers which of the following service quality aspects?

Accepted Answer

Reliability is the ability to perform the service dependably,accurately,and consistently.

Question 12

Due to service _____,services cannot be stored,warehoused,or inventoried.

Accepted Answer

Perishability is the inability of services to be stored,warehoused,or inventoried.

Question 13

The physical evidence of a service,including the physical facilities,tools,and equipment used to provide the service,represents which component of service quality?

Accepted Answer

Tangibles are the physical evidence of the service.

Question 14

Jonathon had a problem when submitting an exam in his online marketing class and he received a score of zero,so he sent an e-mail to the professor explaining his problem.He was really worried because the exam was due that evening,and he was very pleased when the professor replied within an hour telling him that he scored a 90 on the exam.The professor's prompt reply to his inquiry is an example of which service quality component?

Accepted Answer

Responsiveness is the ability to provide prompt service.

Question 15

Service personnel who exhibit caring,individualized attention to customers are addressing which service quality component?

Accepted Answer

Empathy is providing caring,individualized attention to customers.

Question 16

Which service quality component is the knowledge and courtesy of employees and their ability to convey trust?

Accepted Answer

This is a description of assurance.Skilled employees treat customers with respect and make customers feel that they can trust the firm to exemplify assurance.

Question 17

To improve its friendliness,the First National Bank hired Joy Taylor as a greeter.Joy's job is to sit at a desk near the front lobby and greet customers as they enter with a warm,friendly smile along with a "Good Morning" or "Good Afternoon." Unfortunately,Joy is also required to answer the bank's main telephone line.Since she spends most of her day on the telephone,Joy rarely gets to flash her smile or greet anyone who is entering the bank.In fact,Joy is on the phone so much that she doesn't really even seem friendly.This is an example of a gap between:

Accepted Answer

The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluation of service quality.This is an example of gap 3--the gap between the service quality specification and the service that is actually provided.

Question 18

Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so its customers do not have to worry about lugging them through airports or having them damaged in transit.Thus far,its record for getting the sporting equipment to the correct destination for the vacationer is perfect.This indicates that the company excels at which component of service quality?

Accepted Answer

Reliability is the ability to perform the service dependably and consistently.

Question 19

Starbucks management has been trying to refocus on the things that originally made the company so successful.For example,Starbucks stores across the United States recently shut down for a short period of time for retraining,and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store.However,when questioned,consumers tend to focus on the need for pricing incentives such as a frequent purchasing program.According to the _____,there may be a difference between what customers want and what Starbucks management thinks customers want.

Accepted Answer

The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluation of service quality.

Question 20

Which component of a service is the ability to perform the service dependably,accurately,and consistently?

Accepted Answer

Reliability is performing the service right the first time.

Quiz 12: Services and Nonprofit Organization Marketing