Deck 11: Services Marketing and Customer Experience Management

Question 1

Once a train pulls out of a station, or an aeroplane takes off or a film starts, those seats are lost and can never be sold. Services are manufactured and consumed simultaneously; they cannot be stored either prior to or after the service encounter. This aspect of services is referred to as:

A) Variability
B) Intangibility
C) Perishability
D) Inseparability

Answer 1

C

Question 2

Properties, which relate to those service characteristics that even after purchase and consumption customers find difficult to evaluate, are called:

A) Credence.
B) Experience.
C) Search.
D) Brand.

Answer 2

A

Question 3

An event that occurs when a customer interacts directly with a service is called:

A) Service recovery.
B) Service encounter.
C) Service quality.
D) Service failure.

Answer 3

B

Question 4

Services are consumed at the point they are produced. In other words, service delivery cannot be separated or split out of service provision or service consumption. This is referred to as:

A) Variability.
B) Inseparability.
C) Lack of ownership.
D) Intangibility.

Question 5

A series of sequential actions that lead to predetermined outcomes when a service is performed correctly are called:

A) Service processes.
B) Service failure.
C) Service recovery.
D) Service quality.

Question 6

The gap between service quality specifications and service delivery is referred as:

A) GAP 1
B) GAP 5
C) GAP 2
D) GAP 3

Question 7

Where there is no prior history of exchange and no future exchanges are expected between a buyer and seller, this is referred to as:

A) Market exchanges.
B) Collaborative exchanges
C) Service performance
D) Tangibility

Question 8

Trust is a key feature of personal, intra-organizational, and inter-organizational relationships, and is necessary for their continuation. Trust is a means of reducing uncertainty in order for effective relationships to develop.

Question 9

Perceived risk is concerned with the expectation of loss and is, therefore, tied closely with organizational performance.

Question 10

Commitment is important because it implies a desire that a relationship continues and is strengthened because it is of value.

Question 11

Perceived value leads to an improved return on investment and hence profitability.

Question 12

Service processes are a series of sequential actions that lead to predetermined outcomes when a service is performed correctly.

Question 13

Entertainment realm occurs when an individual views a performance, listens to music, or reads for pleasure. The experience is absorbed passively.

Question 14

Commitment and trust are the key mediating variables (KMV) in building a relationship.

Question 15

The perceived value of a relationship can be more important than trust when building customer satisfaction.

Question 16

This is a measure of the extent to which a service experience exceeds customers' expectations:

A) Service satisfaction.
B) Service quality.
C) Service failure.
D) Service encounter.

Question 17

Cumby and Barnes (1998) provide a useful insight into what contributes to customer satisfaction. Which of the following is not associated with customer satisfaction?

A) Creative cognitive experience
B) Core product/service
C) Affective dimensions of services.
D) Elements of customer interaction

Question 18

Software repairs and television and radio entertainment are good examples of:

A) High-contact services.
B) Medium-contact services.
C) Service quality.
D) Low-contact services.

Question 19

The development of customer experience marketing has been built on evolving ideas concerning:

A) Service encounters, perceived value, service recovery, and customer satisfaction.
B) Service encounters, perceived value, relationship marketing, and customer satisfaction.
C) Service encounters, perceived value, relationship marketing, and building facilities.
D) Service encounters, perceived value, relationship marketing, and customer retention.