Deck 4: Customer Expectations of Service

Question 1

_____ are individual, stable factors that lead consumers to a heightened sensitivity to service.

A) Personal needs
B) Lasting service intensifiers
C) Stationery service intensifiers
D) Customers self-perceived roles
E) Situational factors

Answer 1

B

Question 2

Molly's desires a haircut that will look just as attractive when she awakens in the morning as it does when she is going out on a date. With the desired haircut, all she has to do to fix her hair is to shake her head. A haircut is adequate when it doesn't have any stray long hairs and it hides her cowlick. Her recent haircut was in her zone of _____ because while it didn't look great all the time, a quick brushing was all that was needed to fix it.

A) Tolerance
B) Acceptability
C) Impartiality
D) Endurance
E) Minimal variation

Answer 2

A

Question 3

When Maria woke up this morning, she felt terrible. She had a headache, sore throat and upset stomach. She called her doctor's office, explained her condition to the receptionist and asked if she could make an appointment to see the doctor as soon as possible that day since she was going on vacation tomorrow. Maria's expectation to see her doctor the same day she became sick resulted from a:

A) Personal need
B) Lasting service intensifier
C) Transitory service intensifier
D) Customer self-perceived service role
E) Situational factor

Answer 3

A

Question 4

Customer _____ are beliefs about service delivery that function as standards against which performance is judged.

A) Attitudes
B) Judgments
C) Goals
D) Expectations
E) Perceptions

Question 5

Last week, Ramona bought a 6-month membership package at Bally's Jack LaLanne Fitness Center. She plans to exercise at Bally's four days a week by participating in an aerobics class, using the nautilus equipment and having a personal trainer. By the time her 6-month membership expires, Ramona hopes to lose 20 pounds, tone and strengthen her muscles, improve her cardiovascular fitness and look and feel more attractive. Ramona's expectations for her health and physical appearance reflect her _____ level of service for Bally's Jack LaLanne Fitness Center.

A) Desired
B) Adequate
C) Transactional
D) Predicted
E) Ideal

Question 6

Hildy's children are giving her a weekend trip to a Lake Tahoe resort. The expectations of the customer services the resort will provide are much higher because they are planning the trip for their mother's approval rather than for their own use. This is an example of a(n) _____ expectation.

A) Derived service
B) Other-self
C) Dyadic
D) Service-vision
E) Shared

Question 7

Consumers have a _____ zone of tolerance and _____ expectations for recovery service than first-time service.

A) Narrower; lower
B) Narrower; higher
C) Wider; lower
D) Wider; lower
E) Same; same

Question 8

Consumers have _____ desired service levels and _____ adequate service levels for different firms within a service category (e.g., Domino's Pizza, Little Caesar's Pizza, Papa John's and Pizza Hut within the pizza restaurant category).

A) Similar; similar
B) Different; similar
C) Similar; different
D) Different; different
E) Same; same

Question 9

The weekend cruise cost Hal Roux $800 dollars. Before leaving on the cruise, Roux told his neighbor, "With the money this trip is costing me, the food better be good and plentiful". What kind of expectations did Roux have?

A) Tolerable
B) Normative
C) Conventional
D) Functional
E) Ego-based

Question 10

Credit card companies have raised customer _____ for service performance by offering lower interest rates, longer grace periods before paying, frequent flyer miles, no annual fees, rebates, discounts, prizes and merchandise.

A) Perceptions
B) Prospects
C) Objectives
D) Goals
E) Expectations

Question 11

_____ service is the level of service the customer hopes to receive.

A) Desired
B) Adequate
C) Functional
D) Predictable
E) Augmented

Question 12

Lynette said all she expected from the day care at the gym she belonged to was to get her children back at the end of an hour and learn the police had not been called because of something they did. She uses this particular gym because the day care will let her unruly children stay even though it provides only the nominal supervision. Lynette has _____ expectations about the day care.

A) Desired
B) Acceptable
C) Conventional
D) Minimum tolerable
E) Experience-based

Question 13

As the date of her baby's birth comes nearer, Devon becomes increasingly more concerned about how the delivery room staff will treat her significant other. As the service dimension of responsiveness becomes more important over time, Devon's:

A) Zone of tolerance will narrow and her desired and adequate service levels will increase
B) Zone of tolerance will widen and her desired and adequate service levels will increase
C) Zone of tolerance will narrow and her desired and adequate service levels will decrease
D) Zone of tolerance will widen and her desired and adequate service levels will decrease
E) Zone of tolerance will remain the same

Question 14

The extent to which customers recognize and are willing to accept variation in service performance is called their zone of:

A) Variation
B) Indifference
C) Acceptance
D) Impartiality
E) Tolerance

Question 15

Leonard has been commuting to New York City on the Long Island Railroad for ten years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be 5 minutes late. Leonard's expectation that his train will be 5 minutes late reflects his _____ level of service for the Long Island Railroad.

A) Desirable
B) Adequate
C) Expected
D) Functional
E) Available

Question 16

The highest possible level of customer expectations is _____ expectations.

A) Desired
B) Acceptable
C) Ideal
D) Ego-satisfying
E) Id-oriented

Question 17

For the last three months, Gina has been on a diet, but once a week she splurges and orders at her favorite restaurant one slice of the most fantastic chocolate pie she has ever eaten. It is her reward for eating healthy all week. Gina felt her whole week was ruined one day when she got to the restaurant and discovered there was no pie. Gina's expectation that the restaurant will always have a piece of chocolate pie for her is an example of a:

A) Personal need
B) Lasting service intensifier
C) Transitory service intensifier
D) Customer self-perceived service role
E) Situational factor

Question 18

As a service dimension increases in importance, a consumer's zone of tolerance _____ and his or her desired and adequate service levels _____.

A) Narrows; increase
B) Widens; increase
C) Widens; decrease
D) Narrows; decrease

Question 19

After his home was burglarized, Rich became concerned about the safety of his wife and three children since he often traveled out-of-town on business. To prevent further burglaries and ensure his families safety, Rich decided to purchase a home security system from ADT Security Systems. Rich's expectation that an ADT home security system will prevent further burglaries and protect his family results from a:

A) Social need
B) Lasting service intensifier
C) Stationary service intensifier
D) Customer self-perceived service role
E) Situational factor

Question 20

A day after Thania had an oil leak in her car repaired at a local service station, she noticed an oil spot under the front of her car. She called the station, told the manager that her car was still leaking oil and brought the car back to the station later that day to have it repaired again. When Thania returned to the service station to have her car repaired a second time, she had a _____ zone of tolerance and _____ expectations than the first time she had her car repaired.

A) Narrower; lower
B) Narrower; higher
C) Wider; lower
D) Wider; lower
E) Same; same

Question 21

Which of the following is NOT a source of desired service and predicted service?

A) Situational factors
B) Explicit service promises
C) Implicit service promises
D) Word-of-mouth communications
E) Past experiences

Question 22

One factor that influences adequate service is _____, the level of service that customers believe they are likely to get.

A) Predicted service
B) Forecasted intensity
C) Evoked service
D) Ego-oriented service
E) The service paradigm

Question 23

A wildcat strike by garbage collectors in a large metropolitan city during prime tourist season will most likely cause tourists to cut short their visit and have a poor image of the city. The wildcat garbage strike is an example of a:

A) Transitory service intensifier
B) Service negator
C) Predicted service influence
D) Situational factor
E) Temporary personal need hindrance

Question 24

The _____ is the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers.

A) Augmented service expectation
B) Personal service philosophy
C) Derived service expectation
D) Cultural service expectation
E) Temporary service intensifier

Question 25

As a teenager, Jonathon spent his summers as a lifeguard. When he and his family were at a public swimming pool, he noticed its lifeguards seemed to spend all of their time flirting with each other and not watching for swimmers in distress as Jonathon had been taught to do. Because of Jonathon's _____, Jonathon had his family pack up their belongings and leave the pool.

A) Augmented service expectation
B) Personal service philosophy
C) Derived service expectation
D) Cultural service expectation
E) Temporary service intensifier

Question 26

A fire recently destroyed Leon's neighbor's house. Everyone expected the house to be rebuilt because neighbor told them he had insurance. Unfortunately, Leon's neighbor has insurance that would rebuild the house exactly the way it was before the fire. The neighbor's house was 60 years old and did not meet current building code requirements. Unless the neighbor has $40,000, in addition to his insurance settlement, he cannot rebuild his home. Leon is worried and called his insurance agent today to see how much it will cost to make sure his insurance would pay to have his house rebuilt in accordance with the current codes. Leon's need for this insurance is the result of:

A) Predicted service
B) Temporary service intensifiers
C) Perceived service alternatives
D) Lasting service intensifiers
E) Personal needs

Question 27

Kershawn recently had a visit with his dermatologist. Rather than show her the malformed mole on his arm, he expected the physician to find it. When she didn't see it, he claimed she was a poorly-trained doctor. Kershown's service expectation was influenced by:

A) The transitory nature of service intensifiers
B) His evoked services set
C) His temporary perception of need
D) His self-perceived service role
E) His ego oriented approach to service

Question 28

Lillie worked as a caterer when she was in college. She was highly critical of the caterer and its staff that her parents selected for their 50^th anniversary party. Lillie's attitude about how a caterer should act reflects her:

A) Augmented service expectation
B) Personal service philosophy
C) Derived service expectation
D) Cultural service expectation
E) Temporary service intensifier

Question 29

_____ consists of short-term, individual factors that make a consumer more aware of the need for service.

A) Temporary service intensifiers
B) Perceived service alternatives
C) Customer self-perceived service roles
D) Situational factors
E) Experiential intensifiers

Question 30

A human resources manager who is hiring a sales trainer to improve the company's sales close rate will be concerned whether the trainer will provide the needed tools and motivation to perform his or her job. The human resources manager wants the company's top management and its sales force managers to approve of his selection of trainer. This is an example of a(n) _____ expectation.

A) Derived service
B) Other-self
C) Procured
D) Service-vision
E) Shared

Question 31

Kelly dined in a family-style restaurant in Mobile, Alabama, shortly after a hurricane had brushed the coastal area. The server apologized because there were no iced drinks available. The water supply had been contaminated by the storm's high tides. The water system was fine now, but after repairing other minor damages, the workers had not yet had a chance to clean the ice machine. Kelly, a long-time resident of Mobile, understood that _____ meant she would need to modify her service expectations.

A) Transitory service intensifier
B) Service negator
C) Predicted service influence
D) Situational factor
E) Temporary personal need hindrance

Question 32

Instead of cooking dinner themselves, Janice and her roommate Selema decided to order pizza and have it delivered to their apartment. Although Janice and Selema usually order pizza from Pizza Hut, they had recently received coupons in the mail from two other neighborhood pizza restaurants, JoJi's Gourmet Pizza and Angelo's Pizzeria, for discounts on the purchase of two medium pizzas. JoJi's Gourmet Pizza and Angelo's Pizzeria are providing the roommates with:

A) Transitory personal need influences
B) Situational factors
C) Evoked service offerings
D) Temporary service intensifiers
E) Perceived service alternatives

Question 33

Jack and Luke used the same mechanic to fix their cars. Both were unhappy with recent repairs. Luke who complained because his car was improperly repaired will have a ______ level of adequate service and a _____ zone of tolerance than Jack who did not complain about how poorly his car was running after the mechanic put in new spark plugs and did other maintenance.

A) Lower; narrower
B) Lower; wider
C) Higher; narrower
D) Higher; wider
E) Stays the same; stays the same

Question 34

A(n) _____ expectation occurs when customer expectations are driven by another person or group of people.

A) Derived service
B) Other-self
C) Dyadic
D) Service-vision
E) Shared

Question 35

Which of the following statements about predicted service is true?

A) If the consumer predicts good service, the level of adequate service is likely to be lower than if he or she predicted poor service
B) Predicted service estimates the level of service for one transaction
C) With no more than three inputs, a consumer can determine the future predicted service of nearly all types of service providers on all occasions
D) Predicted service is unaffected by situational factors or personal needs
E) Predicted service is calculated by the service provider not the customer

Question 36

As the number of perceived service alternatives increases, the level of adequate service _____ and the zone of tolerance _____.

A) Decreases; narrows
B) Decreases; widens
C) Increases, widens
D) Increases; narrows
E) Stays the same; stays the same

Question 37

The factors that influence adequate service expectations are _____ in nature and fluctuate _____ than the factors that influenced desired service expectations.

A) Long-term; less
B) Long-term; more
C) Short-term; less
D) Short-term; more

Question 38

John's flight on United Airlines from Chicago to San Francisco departed two hours late because of a snowstorm in Chicago. The snowstorm that delayed John's flight is a:

A) Transitory service intensifier
B) Service negator
C) Predicted service influence
D) Situational factor
E) Temporary personal need hindrance

Question 39

Karen owns a cottage on Martha's Vineyard, a popular island destination for tourists from about April to October. When Karen visits the island in March to dine at her favorite pizza restaurant, she expects great service because the tourists are not there. Because she predicts she will receive great service, her _____ than it is during the tourist season.

A) Level of desired service will be higher
B) Tolerance of situational factors will be higher
C) Level of adequate service will be higher
D) Zone of tolerance will be wider
E) Level of adequate service will be lower

Question 40

_____ are personal and nonpersonal statements about a service made by an organization to customers.

A) Marketing testimonials
B) Implicit service promises
C) Word-of-mouth communications
D) Past experience influencers
E) Explicit service promises

Question 41

Before going out to dinner with her husband at Formia Ristorante, a contemporary Italian restaurant in New Jersey, Jennifer read a review of Formia in the local newspaper. The review indicated Formia is an unpretentious and unassuming, but exceptionally fine, contemporary Italian restaurant. Five servers who are under the owner's watchful eye attentively care for the fourteen roomy tables in the single large dining room. What the servers may lack in experience is more than compensated for by tempered enthusiasm and sincere desire to ensure guests are comfortable. The review of Formia that Jennifer read is a(n):

A) Explicit service promise
B) Implicit service promise
C) Word-of-mouth communication
D) Past experience influence
E) Marketing testimonial

Question 42

Zones of tolerance are a source of desired expectations.

Question 43

Johanna wants to learn self-defense and has signed up for a class at her local YMCA. She chose this particular class because her sister took it last year and has not felt like a victim since then. While Johanna has never had a need to defend herself, everyone tells her it is a good idea to learn how. Johanna's service expectation for the class was shaped by:

A) A social needs philosophy
B) Word-of-mouth communication
C) Explicit service promises
D) Transitory need intensifiers
E) Her ego-oriented definition of service

Question 44

Zoë was looking for a kennel to board her cocker spaniel for two weeks while she goes on vacation. There are two kennels close to her home. One charges $50 per week and the other charges $125 per week. Zoë chose the higher priced service because her dog is like a member of the family and she wanted it to have the best possible care while she was away. Zoë's service expectation level was determined by a(n):

A) Explicit service promise
B) Perceived service alternative
C) Word-of-mouth communication
D) Implicit service promise
E) Marketing testimonial

Question 45

A customer's personal service philosophy is a temporary service intensifier.

Question 46

Which of the following statements about what a service marketer can do if its customers have unrealistic expectations is true?

A) One way to reduce unrealistic expectations is to ask customers what they want
B) Make realistic sales pitches the industry standard
C) Deliberately under-promise and over-deliver service
D) Realize that customer expectations are static
E) Avoid playing follow-the-leader with the competition

Question 47

Avril wants to get her ears pierced. In the community in which she lives, she can get them pierced at a jewelry store in a strip mall. She can get them pierced at the local tattoo parlor or have them pierced by a friend's mother who happens to be a nurse. Avril's mother has threatened her with dire punishment if she has them pierced and then gets an infection because the person who pierces them was inept or unsanitary. Avril chose the nurse because of a(n) _____, which makes her believe it is the method her mother will most approve of.

A) Explicit service promise
B) Perceived service alternative
C) Word-of-mouth communication
D) Implicit service promise
E) Marketing testimonial

Question 48

Oakley Millwork is a supplier of products used in the construction industry. It has a published policy that if a customer places an order from its catalog and the product is not available for immediate delivery, the customer gets the item free. In this example, a(n) _____ creates service expectation levels.

A) Explicit service promise
B) Word-of-mouth communication
C) Situational factor
D) Implicit service promise
E) Service predicator

Question 49

A customer's perceived service alternatives are a source of desired expectations.

Question 50

Everyone has a fast-food restaurant horror story, but McDonald's with the help of technology is working to greatly reduce bad experiences at its restaurants. Some McDonald's restaurants have installed simulation software that tells employees when they are about to get busy and how much food to put on the grill. While _____ lead to dissatisfying transactions, it is hoped that _____ in the form of new technology will lead to satisfying transactions.

A) Word-of-mouth communication; explicit service promises
B) Past experiences; situational factors
C) Implicit service promises; past experiences
D) Explicit service promises; situational factors
E) Past experiences; self-perceived service role

Question 51

In general, situational factors temporarily lower the level of adequate service and narrow the zone of tolerance.

Question 52

When a customer chooses between a restaurant in a pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a _____ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant.

A) Explicit service promise
B) Perceived service alternative
C) Word-of-mouth communication
D) Implicit service promise
E) Marketing testimonial

Question 53

How a customer defines desired levels of service is more likely to change than how adequate levels of service are defined.

Question 54

Velma was preparing to take her first airplane trip in more than 20 years. One of the primary reasons why she has not flown is because she is over six feet tall and she hated how close the seats were. Just prior to making plane reservations, she saw an article in a travel magazine congratulating United and American Airlines for increasing the room between passenger seats. She did not have time to read the whole article-just the first paragraph. She made her reservations on United Airlines with the knowledge that she would not have to feel like she was "shoe horned" into her seat. When she boarded the plane, she was struck with how close the seats appeared. Then she learned United had only increased the room for the first six rows and American had made sure that every seat had extra room. Velma's service expectation levels were shaped by:

A) Explicit service promises and word-of-mouth communications
B) Past experience and word-of mouth communication
C) Implicit and explicit service promises
D) Implicit service promises and predicted service
E) Past experience and explicit service promises

Question 55

Customers typically notice service when it falls outside the zone of tolerance.

Question 56

How well a bride describes how she wants the wedding invitations to look influences her definition of adequate service.

Question 57

While the zones of tolerance may vary because of differing personality types, they are stable with relation to the importance of the service dimensions.

Question 58

J. Crew, a catalog retailer, makes the following service guarantee in its catalog. "Everything we sell is our own design and our own make and we guarantee it all without reservation. If at any time for any reason you are not completely satisfied with any item, we will make an exchange or refund your payment per your direction". J. Crew's service guarantee is a(n):

A) Marketing testimonial
B) Implicit service promise
C) Word-of-mouth communication
D) Past experience influencer
E) Explicit service promise

Question 59

Explicit service promises are defined as any non-personal, paid-for communication between the customer and the seller.

Question 60

Customers assess service performance on the basis of what they desire and what they deem acceptable.

Question 61

When is a customer for a janitorial service most likely to notice the cleaning done by the service and make some comment about it?

Question 62

Drew had his house professionally sprayed for cockroaches last week. Yesterday he found a roach in his kitchen sink. He has requested the company that did the initial spraying to return to his house and spray again. Briefly describe Drew's zone of tolerance and his expectations for this second spraying.

Question 63

Discuss service quality as a competitive advantage for a service provider.

Question 64

A friend of yours plans on opening a home cleaning service. She has decided to "delight" her customers to gain a competitive advantage over her similar services. For example, while other cleaning crews vacuum, dust and mop, she will have her employees do extras like cleaning the fireplace, washing clothes and bathing pets. She believes these extra services on top of what customers expect will guarantee her success. What information can you provide her with that may help her develop a profitable business?

Question 65

Martine wants to open an after-school tutoring service for students in 6^th through 9^th grade. How can a thorough knowledge of customers' expectations improve the probability of her success?

Question 66

To develop a true customer franchise-immutable customer loyalty-companies must not only consistently exceed the adequate service level but also reach the desired service level.

Question 67

Word-of-mouth communication about a service may be either personal or nonpersonal, but it is always verbal.

Question 68

The radio ads for the Kia automobile dealership promises that the prices on its cars is lowest in the Memphis area. Categorize these ads as a source of customers' desired and predicted service expectations.

Question 69

When Allyn and Baylee received the catalog from the antique auction, they assumed the auction would be of the highest quality antiques because the 32-page catalog was filled with attractive color photos on slick high-quality paper and cost $2.50 to mail. Categorize this catalog as a source of Allyn's and Baylee's desired and predicted service expectations.

Question 70

Customers' adequate service levels are less stable than their desired levels.

Question 71

Under-promising service has no effect on how customers determine their service level expectations.

Question 72

What is a consumer's "wished for" level of performance?

Question 73

Companies that ask customers about their service expectations raise the customers' levels of expectations.

Question 74

What two factors influencing customers' desired and predicted expectations can the service provider control?

Question 75

What kind of service was Miriam talking about when she said, "We should have no trouble getting good seats on the bus because few people ride at 10:30 a.m. on a weekday"?

Question 76

Heather Lui wants a lawn maintenance company that will pull all the dandelions and other weeds out of her lawn and that will keep her bushes shapely, but she'll settle for a company that will mow her lawn every ten days. According to the text what are the two expectations at the upper and lower boundaries.

Question 77

Which dimension of services best explains the existence of zones of tolerance?

Question 78

Based on her experience as a waitress, Belle believes that a server in a restaurant should keep the customers' drink glasses full. When she goes to a restaurant where she has to ask to have her drink glass refilled, she automatically assumes that the restaurant has bad service. What is the concept that describes her attitude about the proper conduct for the servers?

Question 79

List the two major determinants of desired service levels.

Question 80

List five factors that influence how a customer determines what comprises adequate service.