Question 1

Explain the concepts of emotional support and instrumental support. When are they important?

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Question 2

What are the four potential gaps in the Service Gaps Model? What is the model designed to do?

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Question 3

Name three ways a firm can evaluate service quality and give examples of each.

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Question 4

The Warm Sands Resort has a five-star rating and wants to keep it that way. The resort has specific standards for service and has trained its employees to deliver service according to these standards, but even one unhappy customer could endanger the resort's reputation. What can the manager do to ensure that frontline employees offer consistent, excellent service to every visitor?

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Question 5

How can services marketers use customer complaints to better understand customer expectations?

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Question 6

MoonRise Motel shows photos of a wide, sandy beach on its website, leading visitors to assume the motel is located on or near the beach. However, in reality MoonRise Motel is located half a mile from the beach. Which of the service quality gaps does this demonstrate?

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Question 7

Debbie spoke to the customer service representative at Sprint Cellular and was told her text messages would be unlimited on her plan. However, when she got her bill, she had been charged extra for text messages. She called the company and was told that since she didn't record the conversation, they couldn't verify what she was told and she'd have to pay the bill. Explain which service gap(s)occurred in this instance.

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Question 8

With regard to how technology affects service standards, discuss the low tech, high effort quadrant in the technology matrix.

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Question 9

Airline passengers in Europe receive much greater monetary compensation when they are bumped due to overbooking than do passengers in the United States. How do airline passengers determine what is "fair" when there is a service failure?

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Question 10

Rob manages a men's grooming services salon in New York City. He has trained his sales staff to report comments and requests for services the store currently does not offer. Which services gap might this information help reduce?

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Question 11

Trevor was impressed with the service he received at a local running shoe store. He thought the salesperson was attentive and knowledgeable. His friend Marietta, who was with him and is very knowledgeable about running shoes, thought the salesperson was pushy and not well informed. What does this example suggest about customers' service expectations?

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Question 12

How do airlines and movie theaters overcome the perishability of their services?

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Question 13

Online customer reviews of the Bright Day Child Care facility indicate that the facility offered unhealthy snack options, it advertised early morning drop-off services that were not readily available, and had several staff members with poor attitudes. If you were the new manager of the childcare facility, how would you use the five dimensions of service quality to identify and correct the problems?

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Question 14

The Federal Aviation Administration posts monthly percentage on-time arrival data for all the major airlines on its website. Some airlines are regularly on the top of the list, while others are frequently on the bottom of the list. What type of service gap does this list illustrate? What can airlines on the bottom of the list do to address this gap?

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Question 15

Michelle wants to develop a zone of tolerance analysis for her floral design shop. What is a zone of tolerance in service quality? What types of questions would she need to ask to conduct her analysis?

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Question 16

When touring a historical home, you would expect to find knowledgeable guides who would give you information on the home's architecture, history, and collections. If you did not find any trained guides to assist you, then the historical home tour has what type of gap? Explain why you chose your answer.

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Question 17

What does it mean to say that a service is perishable? Name three services that would be considered perishable.

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Question 18

Explain the concept of "management by walking around."

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Question 19

Most retail stores in the United States do 60 percent or more of their business in the period between Thanksgiving and Christmas. What can these stores do to get sales staff to provide "service with a smile" during this stressful part of the year?

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Question 20

The school Connie attends has an advising and registration day where students go to a large hall to sign up for classes. The school Sanjay attends assigns each student to an individual faculty member who advises each student through their course of study. Sanjay's school is most likely emphasizing which of the five dimensions of service quality?

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Quiz 13: Services: the Intangible Product