Question 1

Services cannot be seen,tasted,or felt before purchase.The challenge to marketers of services is to "tangibilize the intangible" and "manage the evidence." What do these statements really mean for a marketer of a service firm

Accepted Answer

The answer of Services cannot be seen,tasted,or felt before purchase.The...

Question 2

After visiting a local car dealer and having your car serviced,a day later you receive a phone call from a research firm asking you to comment on your service experience.This is part of the manufacturer's quality control over its dealers and the firm's audit of the service performance by collecting _________.

Accepted Answer

The research firm is collecting "voice of the customer measurements" by asking the customer about their service experience. This is part of the manufacturer's quality control over its dealers and audit of service performance. Options A, B, C, and E are not accurate because none of them fully capture the purpose of the research firm's call.

Question 3

When the lawn service firm advertises,"We can handle all your lawn needs in one stop" and then requires three or four visits to satisfy you,this is an example of which of the gaps of service performance

Accepted Answer

This situation illustrates a gap between what the company communicates externally (one-stop service) and the actual service delivery (requiring multiple visits).

Question 4

Not all ________ improve service quality,but they can make service transactions more accurate,convenient,and faster.

Accepted Answer

Self-service technologies can improve service transactions by allowing customers to complete tasks on their own, which can lead to increased accuracy, convenience, and speed. While service standards, top management commitment, and strategic concepts can all contribute to overall service quality, they may not necessarily improve service transactions in the same direct way that self-service technologies can. Service-quality perceptions are a measure of how customers view the quality of service they receive, and are not necessarily related to the use of self-service technologies.

Question 5

A service company can differentiate itself by designing a better and faster delivery system.Of the three levels of differentiation,________ describes how well suppliers handle emergencies,product recalls,and answering inquiries.

Accepted Answer

Resilience refers to the ability of a company to effectively handle emergencies, product recalls, and inquiries, showcasing its capacity to adapt and respond to unexpected challenges.

Question 6

Gloria always goes to the same bagel shop in the morning because the workers there remember her name and know her order.They always make her feel welcome.The employees of this bagel shop excel at which of the following determinants of service quality

Accepted Answer

The employees demonstrate empathy by remembering Gloria's name and order, making her feel valued and welcome.

Question 7

After sending registered letters to the roofing company,numerous attempts to contact the president of the company by phone,and sending copies of the complaint to the Better Business Bureau,you finally received a response from the firm that did not satisfy you.In desperation,you decided to have another company complete the repairs to your home.This is an example of what kind of customer switching behavior on your part

Accepted Answer

This is a clear example of customer switching in response to service failure, as the roofing company did not provide satisfactory service and the customer had no choice but to switch to another company.

Question 8

Employees thrive in customer-contact positions when they have an internal drive to _____.

Accepted Answer

Employees in customer-contact positions benefit from having an internal drive to pamper customers, accurately read their needs, develop personal relationships, and deliver quality service to solve problems, as all these aspects contribute to customer satisfaction and loyalty.

Question 9

Bill always takes his shoes to the same cobbler when they need to be resoled because that cobbler always has the shoes ready quickly.This cobbler excels at which of the following five determinants of service quality

Accepted Answer

The cobbler is noted for having the shoes ready quickly, which indicates responsiveness, or the ability to provide prompt service.

Question 10

E-mail response systems to address customer complaints must be implemented properly to be effective.List the four things companies should do to maximize the efficacy of their e-mail response systems.

Accepted Answer

The answer of E-mail response systems to address customer complaints...

Question 11

To provide the best support,a manufacturer must identify the services customers value most and their relative importance.Johnson Controls introduced services that extend beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use and improve comfort and security.This is an example of adding ________.

Accepted Answer

Johnson Controls is adding value-augmenting services by offering facilities management and energy optimization services in addition to their traditional business of supplying climate control equipment and components. This goes beyond just providing facilitating services or service contracts, and also includes services that enhance the overall value provided to customers. Life-cycle services and extended warranties are also important, but not relevant to this specific example.

Question 12

How has the Internet empowered customers with complaints

Accepted Answer

The answer of How has the Internet empowered customers with...

Question 13

Researchers have outlined 10 lessons for improving service quality across services industries.What are the 10 lessons

Accepted Answer

The answer of Researchers have outlined 10 lessons for improving...

Question 14

What are the dangers associated with providing differentiated levels of service to customers in different profit tiers

Accepted Answer

The answer of What are the dangers associated with providing...

Question 15

You have been asked by your firm to evaluate the "service" of one of its competitors (a restaurant).As you understand service,services differ according to form and purpose.Explain how you classify services.

Accepted Answer

The answer of You have been asked by your firm...

Question 16

In developing a service blueprint,your firm has outlined each step in the delivery process of the service it provides.The development of a service blueprint is an attempt to minimize what element or characteristic of a service

Accepted Answer

The answer of In developing a service blueprint,your firm has...

Question 17

Services cannot be stored.Attempts to regulate the "demand" of a service include reservation systems and differential pricing.What are some other ways a firm can shift demand for its services to nonpeak times

Accepted Answer

The answer of Services cannot be stored.Attempts to regulate the...

Question 18

I have switched my dry cleaning provider because the cleaner did not perform up to my standards.This is an example of which of the following factors leading to customer switching behavior

Accepted Answer

The situation described is an example of core service failure, where the dry cleaner did not meet the basic service expectations of the customer leading to customer switching behavior.

Question 19

Services cannot be stored or inventoried.Attempts to regulate the "services" on the supply side-to increase the service providers when needed-include such strategies as part-time workers.What are some other ways a firm can "shift" supply for its services

Accepted Answer

The answer of Services cannot be stored or inventoried.Attempts to...

Question 20

There are five categories of service offerings depending upon whether or not the service component is minor or major.In which of the five categories would you place a restaurant

Accepted Answer

The answer of There are five categories of service offerings...

Quiz 13: Designing and Managing Services