Question 1

The letters ACSI are an acronym for the Association of Customer Service Institute,which measures customers' perceptions of service quality around the world.

Accepted Answer

ACSI stands for the American Customer Satisfaction Index, which measures customer satisfaction across various sectors in the United States.

Question 2

Service researchers have suggested that consumers judge the quality of services based on their perceptions of the technical outcome provided,the process by which that outcome was delivered,and the quality of the physical surroundings in which the service was delivered.

Accepted Answer

This statement is true as it is supported by service researchers who have suggested that consumers consider technical outcome, process, and physical surroundings while judging the quality of services.

Question 3

All services have about the same number of service encounters.

Accepted Answer

Different services can have varying numbers of service encounters depending on their nature and complexity. For example, a retail store may have more service encounters than a doctor's office or a car dealership.

Question 4

Which of the following service encounter themes reflects employees' responding to problem customers,i.e.,customers who are unwilling to cooperate with the service provider,other customers,industry regulations,and/or laws?

Accepted Answer

Coping reflects employees' strategies and actions when dealing with problem customers who are unwilling to cooperate. This includes handling customers who do not follow regulations or laws, ensuring the service process continues smoothly despite these challenges.

Question 5

When Marcus Ross arrived at the airport Enterprise Rent-A-Car to pick up a reserved SUV,he was told the agency had no such car on the lot and that it had no record of him making a reservation.The rental agency's customer service representative Gene Lowery apologized profusely and called other agencies until he located an SUV at an agency several miles away.Lowery personally drove him to the other agency,knocked 20 percent off the rental fee,handed Ross $2 to pay a toll that he would now have to pay to get to his destination and gave him a free tank of gas.Ross's experience at Enterprise is an example of which type of service encounter incident?

Accepted Answer

The answer of When Marcus Ross arrived at the airport...

Question 6

A service provider that wants to be perceived as empathetic should allow its employees to customize the services to meet the specific needs of each individual customer.

Accepted Answer

Allowing employees to customize services shows a willingness to understand and meet the specific needs of each customer, which is a key aspect of empathy.

Question 7

Research on the adoption of technology services has identified five groups of customers.The group of customers who are highly motivated to try new technologies are called ____________.

Accepted Answer

The answer of Research on the adoption of technology services...

Question 8

Although consumer satisfaction tends to be measured at a particular point in time as if it were static,satisfaction is a dynamic,moving target.

Accepted Answer

Consumer satisfaction can change over time due to various factors such as changing needs and expectations, experiences with the product or service, and competition in the market. Therefore, satisfaction should be viewed as a dynamic and constantly evolving concept.

Question 9

Allstate changed its insurance billing procedure after research revealed customers wanted flexible payment plans and billing information presented in an easy-to-read format.What type of research would Allstate most likely have used to discover how customers perceived Allstate's billing procedure?

Accepted Answer

The Critical Incident Technique is a method used to gather facts about specific incidents from the past experiences of individuals. It is particularly effective in identifying what customers like or dislike about a specific aspect of a service or product, such as billing procedures, by focusing on specific incidents that had a significant impact on the customer's perception. This technique would allow Allstate to pinpoint exactly what aspects of their billing procedure were problematic for customers and what changes could make it more appealing, based on real customer experiences and feedback.

Question 10

Service marketing researchers all agree that the terms satisfaction and quality are interchangeable.

Accepted Answer

While satisfaction and quality are related concepts in service marketing, they are not interchangeable. Quality refers to the level of excellence or superiority of a service, while satisfaction is the degree to which a customer's expectations of a service have been met. A service may be of high quality but still not satisfy a particular customer, and vice versa.

Question 11

The most important determinant of perceptions of service quality among U.S.customers is reliability.

Accepted Answer

Research studies have consistently shown that reliability is the most important dimension of service quality for customers in the United States. This is because customers expect the service to be delivered exactly as promised, on time, and without any errors or defects. Other factors like responsiveness, competence, and empathy are also important, but reliability is considered the most critical determinant of customer satisfaction and loyalty.

Question 12

Attributions influence perceptions of satisfaction with services.

Accepted Answer

Attributions refer to the perceived cause of an event or outcome, and they can influence how people perceive and evaluate services. For example, if a customer attributes a negative experience with a service to an external factor (such as a busy day or a mistake by a worker), they may be more forgiving and satisfied overall than if they attribute it to an internal factor (such as incompetence or lack of effort). Therefore, attributions can play a significant role in shaping customers' satisfaction levels with services.

Question 13

A company that wants to excel at responsiveness should view service delivery and the handling of requests from the company's point of view.

Accepted Answer

A company that wants to excel at responsiveness should view service delivery and the handling of requests from the customer's point of view. It is important to understand and anticipate the needs and expectations of customers in order to provide them with quick and effective solutions.

Question 14

Which of the following themes is NOT a source of customer satisfaction/dissatisfaction in service encounters?

Accepted Answer

Credibility is generally related to trustworthiness and reliability, rather than a direct source of satisfaction or dissatisfaction in service encounters.

Question 15

A man who became intoxicated on a flight started speaking loudly,annoying the other passengers.The flight attendant asked the passenger if he would be driving when the plane landed and offered him coffee.He accepted the coffee and became quieter and friendlier.This is an example of which type of service encounter incident?

Accepted Answer

The answer of A man who became intoxicated on a...

Question 16

The last time Lia went shopping at Nordstrom's department store she had a very pleasant experience.When she entered Nordstrom's,she asked a sales associate named Sarah for assistance finding a pair of jeans,a pair of shorts,a skirt,and matching tops.Sarah enthusiastically agreed to help and treated Lia like royalty throughout her two-hour shopping trip.Sarah stayed with Lia the entire time she was in Nordstrom's and showed her a number of different styles of jeans,shorts,skirts,and tops.Sarah brought Lia additional items while she was in the fitting room and offered her advice on accessorizing her outfits.After the sale,Sarah thanked Lia for her purchases.Lia's experience at Nordstrom's is an example of which type of service encounter incident?

Accepted Answer

Lia's experience at Nordstrom's is an example of a spontaneous service encounter incident. This is because Sarah went above and beyond to assist Lia with her shopping needs, without being prompted to do so. Sarah's enthusiasm and personalized attention to Lia's shopping experience is a prime example of spontaneous service.

Question 17

For technology-based service encounters,which of the following is NOT a form of failure to deliver on the core promise?

Accepted Answer

The answer of For technology-based service encounters,which of the following...

Question 18

Perceptions of equitable treatment by the service provider will affect customers' perceptions of service.

Accepted Answer

Customers will form positive or negative perceptions of the service based on whether they feel they are being treated fairly and equitably by the service provider. This can impact their overall satisfaction with the service.

Question 19

The three basic things that customers expect from technology-based service encounters are:

Accepted Answer

Customers expect technology-based service encounters to deliver on the core promise, meaning that the service should perform its intended function reliably and effectively. They also expect flexibility in the systems, allowing them to access and use the service in different ways that suit their needs. Finally, customers expect the technology-based service to be better than the alternative options available to them, whether that be in terms of convenience, cost-effectiveness, or other factors. Context, color correctness, and variability are not necessarily top priorities for customers in technology-based service encounters.

Question 20

Last Thursday Dylan and Tori had dinner at Pig Pete's,a new restaurant they had a heard about from friends.When they received their order of buffalo wings,Dylan noticed the wings were cold and dried out instead of being hot and moist.Dylan complained to their waitress,who apologized,brought out a plate of freshly cooked buffalo wings,and told Dylan and Tori that they would not be charged for the buffalo wings.The couple's experience at Pig Pete's is an example of which type of service encounter incident?

Accepted Answer

This is an example of a recovery encounter because the restaurant staff recognized and corrected the mistake in order to restore customer satisfaction.

Quiz 4: Customer Perceptions of Service