Question 1

Excellent service companies know that ________ employee attitudes will promote stronger customer loyalty.

Accepted Answer

Excellent service companies know that positive employee attitudes will promote stronger customer loyalty. Customers are more likely to return to a business when they feel positive about their interactions with employees. Positive attitudes can lead to better customer service experiences and overall satisfaction, which can enhance customer loyalty. Therefore, it is crucial for service companies to prioritize employee training and support to develop positive attitudes among their workforce.

Question 2

Cocktail lounges in restaurants are examples of ________.

Accepted Answer

Cocktail lounges in restaurants are an example of complementary services, as they are additional services offered by the restaurant to enhance the dining experience and provide a place for customers to relax and socialize before or after their meal.

Question 3

Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn the customers' names, and use the customers' names while interacting with them. Repeat customers should get special attention, and the team members should remember their preferences and habits. The manager is asking the team to be ________.

Accepted Answer

The manager is asking the team to show empathy towards customers by learning their names, remembering their preferences, and giving them special attention.

Question 4

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

Accepted Answer

The affective dimension of brand experience refers to the emotional aspects of a brand, such as the feelings it evokes in consumers. In this case, the excitement and bravery that the BRZ Shoes brand tries to convey through its logo and brand communication are emotional appeals that target the affective dimension.

Question 5

Because a physical product does not exist, the ________ of the service provider's are especially important.

Accepted Answer

Since a physical product is not involved in a service, the tangible elements of the service provider, such as their facilities and equipment, become more important in building the perception of the service quality in the customer's mind. The other options such as logo, characters, colours, and brand image may have some impact but are not as crucial as the facilities.

Question 6

________ refer(s) to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

Accepted Answer

Brand elements refer to logos, symbols, characters, and slogans that service providers use to make the service and its benefits more tangible. Brand engagement and brand loyalty refer to consumer behavior and attitudes towards a brand, brand orientation refers to a company's focus on branding efforts, and brand equity refers to the overall value of a particular brand.

Question 7

Getting front-line employees to adopt ________ and to advocate the interests and image of the firm to consumers as well as take initiative and engage in conscientious behaviour in dealing with customers can be a critical asset.

Accepted Answer

Extra-role behaviors refer to employee behaviors that go beyond their job duties and responsibilities. Adopting such behaviors, such as advocating for the interests and image of the firm and engaging in conscientious behavior with customers, can be a significant asset to the company.

Question 8

A buyer may try to estimate the life-cycle cost of purchasing a product. Life-cycle cost is defined as the

Accepted Answer

Life-cycle cost includes the initial purchase cost, the discounted costs of maintenance and repair over the product's life, and subtracts any salvage value the product may have at the end of its life. This approach provides a more comprehensive understanding of the total cost of owning and operating a product over its entire lifespan.

Question 9

Many manufacturers price their equipment low and compensate by

Accepted Answer

Manufacturers may price their equipment low to attract customers, but then charge high prices for parts and service as a way to make up for the initial low price. This is a common pricing strategy in many industries.

Question 10

To differentiate their service, a provider can add ________ to the package of services already provided.

Accepted Answer

Secondary service features are additional elements that can enhance the core service offering, helping to differentiate the provider's service from competitors.

Question 11

Which of the following is an example of a gap between management perception and the service-quality specifications?

Accepted Answer

The service centre manager has a perception that fast service is important, but has not clearly specified what "fast" means in terms of time. This creates a gap between management perception and the service-quality specifications.

Question 12

Which of the following is true regarding services?

Accepted Answer

Provider-client interaction is a special feature of services marketing. Services are intangible and inseparable, which means that the customer is often involved in the service production process and has direct interaction with the service provider. This interaction can significantly influence the customer's perception of the service quality.

Option A is incorrect because unlike goods, services are typically produced and consumed simultaneously. Option B is incorrect because services can have high experience and credence qualities. Option C is incorrect because personal services and business services may have different target markets, pricing strategies, and promotional tactics. Option E is incorrect because there can be risks associated with the purchase of services like service quality, reliability, and trustworthiness.

Question 13

BRZ Shoes targets the youth market with vibrant, visually appealing ads in modern styles. BRZ ads appeal to the ________ dimension of brand experience.

Accepted Answer

The sensory dimension of brand experience is targeted through vibrant, visually appealing ads in modern styles, as it appeals to the senses, particularly sight.

Question 14

Service offerings can be differentiated in many ways. The offering can include innovative features. What the customer expects is called the

Accepted Answer

The customer's basic expectation is called the primary service package, which includes the core benefits and features of the service. A differentiated offering can include additional innovative features beyond the primary service package. Choices A, B, C, and E do not accurately describe what the customer expects.

Question 15

A brand that is action-oriented and causes consumers to engage in physical actions appeals to the ________ dimension of brand experience.

Accepted Answer

The behavioral dimension of brand experience refers to the physical actions or behaviors that a brand inspires. A brand that encourages consumers to engage in physical activities such as exercising, playing sports, or participating in outdoor adventures would fall under this dimension. This type of brand experience can create powerful associations between the brand and positive physical outcomes, such as improved health, fitness, and well-being.

Question 16

Customers have three specific worries when discussing product support services. Which worry derives from the fact that customers count on the seller's service dependability?

Accepted Answer

Downtime is directly related to the dependability of the seller's service. If a service is not dependable, it can lead to increased downtime for the product, which is a significant concern for customers relying on the product's continuous operation.

Question 17

Markers can ________ their services.

Accepted Answer

Markers can differentiate their services, meaning they can set themselves apart from competitors by offering unique features, benefits, or a distinct brand identity. Developing, diffusing, designing, and marketing are all important components of a successful marker strategy, but differentiation is the best fit for the given sentence.

Question 18

Research has shown that customers evaluate complaint incidents in terms of the ________, the procedures used to arrive at those outcomes, and the nature of the interpersonal treatment during the process.

Accepted Answer

Research shows that customers evaluate complaint incidents based on the outcomes they receive, the procedures used to arrive at those outcomes, and the nature of the interpersonal treatment during the process. Anger of the customer, personality of the manager, and monetary rewards may influence these factors, but they are not the primary focus of evaluation. Politeness of the contact may influence the nature of the interpersonal treatment, but it is not the only factor. Thus, option B is the best choice as it captures the primary evaluation criteria for complaint incidents.

Question 19

The most important determinant of service quality is ________ which refers to the ability to perform the promised service dependably and accurately.

Accepted Answer

Reliability, which refers to the ability to perform the promised service dependably and accurately, is considered the most important determinant of service quality. It is essential for building trust and increasing customer loyalty. Empathy, assurance, responsiveness, and tangibles are also important, but reliability is the foundation for delivering a high-quality service experience.

Question 20

In which of the following cases is a service provider trying to increase non-peak demand?

Accepted Answer

A fine dining restaurant promoting a breakfast service is a way to increase non-peak demand. Breakfast service targets a different demographic than lunch and dinner, who may not typically dine at the restaurant during those peak times. By promoting breakfast, the restaurant can increase its overall customer base and spread demand throughout the day.

Quiz 13: Designing and Managing Services