Question 1

The advertisement announced the video store would be open until 10:00 pm. on Friday evenings. When Ned drove to the store to get a copy of the latest Disney video for his daughter's birthday party the next morning, it was only 9:45 pm., but the store was locked up and a sign on the door said the store closes at 9:00 pm. This is an example of a
________ gap.

Accepted Answer

The situation describes a communication gap, where the information provided in the advertisement does not match the actual closing time of the store.

Question 2

What happens when the men's department of a store advertises it has someone on staff to do alterations and that person is never available when customers request the service?

Accepted Answer

When a store advertises a service that is not available, it leads to reduced customer satisfaction as customers feel misled and disappointed.

Question 3

Glamour Shots uses makeup and clothes to try to make each of its customers look attractive. Then it takes photos of these individuals. It makes money by selling these photos. Since each individual is different, each makeover is different as is each camera shoot. Glamour Shots uses a(n) approach to customer service.

Accepted Answer

Glamour Shots uses a customized approach to customer service because they tailor the makeover and photo shoot to each individual's unique characteristics and preferences.

Question 4

Which of the following is an example of a customer service that customers can expect to find in department stores, specialty stores, AND discount stores?

Accepted Answer

Acceptance of credit cards is a common service offered across various types of retail stores, including department stores, specialty stores, and discount stores, to facilitate customer purchases.

Question 5

The most critical step in providing good service is to make sure there is no ________ gap.

Accepted Answer

The answer of The most critical step in providing good...

Question 6

Ivana's service expectations about a gift store she had never been in before would be based predominately on:

Accepted Answer

Ivana's service expectations for a gift store she has never visited would likely be based on her experiences at other similar gift stores, as these would provide the most relevant context for her expectations.

Question 7

"shop" a store to assess the service provided by store employees and the presentation of merchandise in the store.

Accepted Answer

Mystery Shoppers are individuals hired to visit stores and evaluate the service and presentation anonymously.

Question 8

When Pedro bought his tuxedo, he asked to have the trousers hemmed. When he picked up his pants after they were altered, he noticed the seamstress just folded the pants under and hemmed them rather than cutting the extra material off as they had done in the past. Even though the service had been performed, he believed that it was performed in an unacceptable manner. This is an example of a(n) gap.

Accepted Answer

The answer of When Pedro bought his tuxedo, he asked...

Question 9

With five children and several nieces and nephews, Bronson has shopped at a lot of toy stores. He really likes The Toy Corner because he can ask for an age specific toy and if they do not have it, they order it and have it delivered at a price he is willing to pay. Bronson feels that The Toy Corner exceeds his:

Accepted Answer

Bronson feels that The Toy Corner exceeds his customer expectations because they provide personalized service by ordering and delivering toys that meet his specific needs, which goes beyond what he anticipates from a typical toy store.

Question 10

From the retailer's perspective, frequent shopper programs offer the following benefits:

Accepted Answer

Frequent shopper programs encourage customers to buy more per visit, identify themselves for tracking, visit more often due to rewards, and provide demographic information upon signing up, offering multiple benefits to retailers.

Question 11

The two important differences between the service aspect and the merchandise aspect of the retail offering are:

Accepted Answer

Services are intangible and inconsistent, meaning they cannot be touched or stored and their quality can vary each time they are delivered.

Question 12

When department stores centralize all buying activities, department managers spend more time working with departmental associates and talking with customers. The result of this is that the company is better able to understand the expectations of the customers. Which of the following service gaps is reduced as a by-product of the centralization?

Accepted Answer

Centralizing buying activities allows department managers to focus more on customer interactions, which helps the company better understand customer expectations, thus reducing the knowledge gap.

Question 13

Target decides to advertise disposable diapers and display the diapers in store next to "baby food" and "baby wipes". The decision to merchandise these products together may have been the outcome of a:

Accepted Answer

Market basket analysis is used to identify products that are frequently purchased together, which can inform decisions on product placement and promotions.

Question 14

is the set of activities and programs undertaken by retailers to make the shopping experience more special for their customers.

Accepted Answer

Customer service refers to the activities and programs that retailers implement to enhance the shopping experience and meet customer needs.

Question 15

When Tina went to Amazon.ca, based on her past purchases, the site asked her if she was interested in a new book by Deepak Chopra. It also asked her if she wanted to be reminded when new books by Chopra or authors of similar books became available. Tina was even able to review her past purchases. All of these unique customer services enable Amazon.ca to:

Accepted Answer

Amazon.ca's unique customer services enable it to differentiate itself from other electronic retailers of books by providing personalized recommendations, purchase history reviews, and reminders for new book releases.

Question 16

A retailer would be reducing the _ _ gap if it reduced the difference between customer expectations and its perception of customer expectations.

Accepted Answer

The knowledge gap refers to the difference between what customers expect and what the retailer perceives those expectations to be. Reducing this gap involves better understanding customer expectations.

Question 17

The _ is the difference between customers' expectations and their perceptions of customer service.

Accepted Answer

The service gap is the difference between customers' expectations and their perceptions of customer service.

Question 18

Which of the following is not one of the gaps that are a component of the service gap?

Accepted Answer

The performance gap is not a recognized component of the service gap model, which includes the delivery gap, communication gap, standards gap, and knowledge gap.

Question 19

Providing customer service is an expense to a retailer. What benefit does the retailer receive from incurring the expenses involved in providing good customer service?

Accepted Answer

Providing good customer service can lead to positive word-of-mouth, attract new customers, encourage repeat business from current customers, and potentially reduce costs in the long term by building customer loyalty and reducing the need for extensive marketing efforts.

Question 20

When Reba ordered her new side-by-side refrigerator, she expected the people who delivered it to carry it into her kitchen and to connect her ice maker. A ________ occurred when the delivery truck driver left the refrigerator in her front yard.

Accepted Answer

A delivery gap occurs when there is a failure in the service delivery process, such as when the refrigerator was left in the front yard instead of being properly delivered and installed in the kitchen.

Quiz 14: Building Customer Loyalty: Customer Relationship Management and Service Strategies