Question 1

To close the customer gap,the gaps model of service quality suggests that the _______ gaps need to be closed.

Accepted Answer

The provider gap, which is the gap between the service provider's perception of customer expectations and the actual expectations of the customers, needs to be closed to improve service quality and close the customer gap.

Question 2

Provider _____ is the difference between customer expectations of service and company understanding of those expectations.

Accepted Answer

Provider Gap 1 refers to the difference between customer expectations and the company's perception of those expectations, indicating a need for better market research and customer understanding.

Question 3

Telepizza S.A.is a Spanish pizza restaurant chain that offers children membership in its magic club.The magic club gives its members small prizes,usually simple magic tricks,with each order their parents place.Telpizza's use of a frequency marketing program has allowed it to narrow provider _____ of the gaps model of service quality.

Accepted Answer

Gap 1 is the difference between customer expectations and management perceptions of those expectations. Telepizza's use of a frequency marketing program allows it to narrow this gap by providing customers with small prizes with each order, which helps to meet or exceed their expectations.

Question 4

19.Frequent travelers on airlines know one of the costs of traveling is damaged baggage,but they also know that each airline will either repair or replace any luggage damaged by its baggage handlers.The ability to count on this service in the event a handle is torn off or the side of a bag is gashed helps the airlines narrow provider _____ of the gaps model of service quality.

Accepted Answer

The answer of 19.Frequent travelers on airlines know one of...

Question 5

Customer _____ are the standards for performance against which service experiences are compared.

Accepted Answer

Customer expectations are the standards for performance against which service experiences are compared.

Question 6

The Ritz-Carlton Hotel trains each employee to note the likes and dislikes of regular customers and record this information into a computerized guest history profile that provides information on the preferences of 240,000 repeat Ritz-Carlton customers.Through the use of this customer database,the Ritz-Carlton is able to provide more personalized service to its guests.If,for example,a guest prefers a feather pillow or always orders a glass of sherry before retiring,this information can be entered in the database and these needs can be anticipated and met.By providing more personalized service,the Ritz-Carlton is narrowing provider _____ of the gaps model of service quality.

Accepted Answer

The answer of The Ritz-Carlton Hotel trains each employee to...

Question 7

Which of the following would result in a broadening of provider gap 1?

Accepted Answer

Provider gap 1 is the gap between customer expectations and management perceptions of those expectations. Insufficient research about what the target market wants would directly contribute to this gap.

Question 8

Hertz Car Rental has a customer loyalty program called Gold Plus Rewards that rewards members with one point per dollar spent on qualifying rentals.Free weekend rentals can be earned for as few as 500 points.By having a customer loyalty program,Hertz is using __________ marketing.

Accepted Answer

Hertz's customer loyalty program, Gold Plus Rewards, is an example of relationship marketing. This strategy focuses on building long-term relationships with customers, encouraging repeat business and loyalty by offering rewards for continued patronage.

Question 9

The 25th Hour Inc.is a business that runs errands for people.Its employees have been called in to care for a toddler when her mother went into labor,to buying groceries for a mother who wanted to attend her child' soccer game,and to decorate for parties.If any customer is not completely happy with the service The 25th Hour provides,its employees are told to immediately refund the customer's money (less any expenses)as soon as the complaint is made known.This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality.

Accepted Answer

Gap 1 is the difference between what customers expect and what the company perceives customers expect. The 25th Hour Inc.'s service recovery policy helps to narrow this gap by ensuring that customers are satisfied with the service they receive.

Question 10

Service providers like insurance companies that emphasize acquiring new customers rather than retaining current customers are broadening provider _____ of the gaps model of service quality.

Accepted Answer

The answer of Service providers like insurance companies that emphasize...

Question 11

Which of the following is NOT a source of customer expectations?

Accepted Answer

Target market is not a source of customer expectations; rather, it is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. Customer expectations are formed through direct communication, past experiences, and information from various sources, not the demographic or psychographic segmentation of the target market itself.

Question 12

The _____ gap is the difference between customer expectations and perceptions.

Accepted Answer

The answer of The _____ gap is the difference between...

Question 13

Enterprise Rent-A-Car closely ties customer service to employee success.With a tracking system called the Enterprise Service Quality Index (ESQi),the company routinely follows up with customers by phone to determine their level of satisfaction with the company.Only completely satisfied customers count toward an employee ESQi score,which is used to measure employee's potential for promotion.Enterprise closes provider _____ by using marketing research.

Accepted Answer

Gap 1 in the service quality model refers to the difference between customer expectations and management perceptions of those expectations. By using the ESQi to gather customer satisfaction data, Enterprise is effectively identifying and addressing this gap, ensuring that management's perceptions align with actual customer expectations.

Question 14

Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing.

Accepted Answer

Transactional marketing focuses on short-term sales and acquiring new customers rather than building long-term relationships with existing ones.

Question 15

The sources of customer expectations are market-controlled factors such as:

Accepted Answer

The answer of The sources of customer expectations are market-controlled...

Question 16

When IKEA,the world's largest furniture retailer,wanted to open a store in Chicago,the company asked groups of customers to dream up their ideal shopping experience and draw a design for a store that would satisfy their needs.IKEA subsequently incorporated the customers' ideas into the service design for the store.Instead of simply conducting surveys to determine customer expectations,IKEA put customers in a "wish mode" and successfully used an innovative approach to close provider _________ of the gaps model of service quality.

Accepted Answer

Gap 1 is the difference between customer expectations and management perceptions of those expectations. By putting customers in a "wish mode" and asking them to dream up their ideal shopping experience, IKEA was able to better understand customer expectations and close this gap.

Question 17

The Oaks at Ojai is an award-winning destination spa in California.Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas.Just before heading home,each guest is asked to complete a questionnaire and provide feedback about his or her experience.Questions are specific and management meets weekly to review and discuss the improvements suggested by guests.Each guest who completed a questionnaire receives a letter of thanks with a promise to follow up on any issues mentioned.By conducting research and focusing on customer relationships,The Oaks is closing provider _________ of the gaps model of service quality.

Accepted Answer

The Oaks is closing provider Gap 1, which is the gap between customer expectations and management's perceptions of those expectations. By gathering feedback and focusing on customer relationships, they are aligning their services with customer expectations.

Question 18

The central focus of the gaps model of service quality is the:

Accepted Answer

The gaps model of service quality focuses on identifying the gaps between customer expectations and perceptions. It aims to help service providers understand where these gaps exist and take steps to close them in order to improve overall service quality. The four dimensions of service (reliability, tangibles, responsiveness, and empathy), value for dollars spent, temptation to handle services as if they were tangibles, and the customer-employee-supplier triumvirate are all related concepts but not the central focus of the gaps model.

Question 19

Which of the following factors is NOT a factor leading to provider gap 1?

Accepted Answer

Over-promising is related to provider gap 4, which deals with the communication gap between what is promised to customers and what is delivered, not provider gap 1. Provider gap 1 is about not understanding customer expectations.

Question 20

Telepizza S.A.is a Spanish pizza restaurant chain that offers children membership in its magic club.The magic club gives its members small prizes,usually simple magic tricks,with each order their parents place.Telepizza has 65 percent of the Spanish market as a result of using _____ marketing.

Accepted Answer

Telepizza's marketing strategy involves building a relationship with its customers, specifically with children by offering them membership in their "magic club" and giving them small prizes with each order. This approach falls under relationship marketing, which focuses on building long-term relationships with customers rather than just making a quick sale. As evidenced by their 65 percent market share in Spain, this approach has been successful for Telepizza.

Quiz 2: Conceptual Framework of the Book: the Gaps Model of Service Quality