Deck 10: Role of Customer Service in Marketing

Question 1

Customer service standards at Pestana are set in regard to which of the following?

A) regular customer feedback
B) highly personalized customer contact via satisfaction questionnaires
C) TripAdvisor and Holiday Check
D) all of above

Answer 1

D

Question 2

Pestana wants to to diversify its business model by doing what?

A) seeking out more lease and management contracts
B) purchasing theme parks
C) consulting in the at of customer service
D) none of the above

Answer 2

A

Question 3

The modern concept of customer service has its roots in the …………. of the 1800s.

A) experience economy
B) agrarian economy
C) craftsman economy
D) service economy

Answer 3

C

Question 4

Well-publicized research shows that companies can increase profits from 25 to 85% by retaining just …………. more of their customers.

A) 10%
B) 2%
C) 5%
D) 1%

Question 5

Today, businesses have changed dramatically because:

A) the economy has shifted from a dependence on manufacturing to a focus on providing timely, quality service
B) the global recession of the twentieth century
C) the shift from traditional marketing to internet marketing
D) of political changes in the world

Question 6

What are the keys to long-term profitability?

A) satisfaction
B) loyalty
C) both a and b
D) none of the above

Question 7

In order to provide top-notch customer service, tourism and hospitality providers need to establish a……………….

A) strong service culture
B) strong consumer service
C) strong feedback system
D) strong branding strategy

Question 8

For companies without a strong service culture, the switch to a customer-oriented system may require changes in which of the following options?

A) hiring
B) training
C) reward systems and customer complaint
D) all of the above

Question 9

In the Apostle model, Defectors are those who have:

A) low satisfaction and low loyalty
B) low satisfaction and high loyalty
C) high satisfaction but low loyalty
D) high satisfaction and high loyalty

Question 10

Corporate hospitality can be an effective way of:

A) entertaining prospective clients
B) establishing networking opportunities
C) consolidating customer relationships
D) all of the above

Question 11

In the Digital Spotlight, which company developed the EpicMix card?

A) Virgin Airlines
B) Vail Resorts
C) Grand America
D) Pestana

Question 12

EpicMix introduced two revolutionary brands during the 2014/2015 season. What were they?

A) EpicMix Card and EpicMix Challenges
B) EpicMix Guide and EpicMix Challenges
C) EpicMix Guide and EpicMix Adventures
D) EpicMix Guide and EpicMix Ski

Question 13

What is the major cause of poorly perceived service?

A) poor after-sales services
B) high expectations
C) the difference between what a firm promises about a service, and what it actually delivers
D) all of the above

Question 14

Which of the following is considered as an attribution of a service promise?

A) realistic
B) attractive
C) implicit
D) simple

Question 15

Research shows that the best way that a company can stand out and exceed consumer expectations for customer service is simply…….

A) do not make promises
B) deliver promised value at the right price
C) deliver more that expectations
D) all of the above

Question 16

Which of the following is likely to occur at some point in time for many organizations specializing in hospitality, tourism, or events?

A) service delivery failure
B) service-oriented strategy failure
C) service culture failure
D) service quality failure

Question 17

In what situation does a customer who is dissatisfied become even more loyal?

A) when he or she experiences a high level of excellent service recovery
B) when he or she experiences a high level of sympathy
C) when he or she experiences a high level of collaborating
D) none of the above

Question 18

Which of the following correctly shows the service recovery process?

A) apology, urgent reinstatement, empathy, and symbolic atonement
B) empathy, apology, urgent reinstatement, and symbolic atonement
C) urgent reinstatement, empathy, apology, and symbolic atonement
D) apology, empathy, urgent reinstatement, and symbolic atonement

Question 19

In the final case study, which company was given the mandate to bring UK service standards up to scratch for the London Olympics?

A) LOCOG
B) People 1st Training Company
C) Blue Badge
D) McDonalds

Question 20

At the time of the Games, VisitBritain came up with an etiquette guide for interactions with visiting foreigners. What was it called?

A) GREAT
B) Delivering a First Class Welcome
C) Delivering a GREAT Welcome
D) Welcoming the World