Question 1

There are five categories of service offerings depending upon whether or not the service component is minor or major. In which of the five categories would you place a restaurant?

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Question 2

Give an example of a pure service provided by a company.

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Question 3

As a newly hired marketing associate, you have asked your boss if the firm has service-quality specifications spelled out for ensuring exceptional customer service. His answer is "no, we all know what the consumer expects; after all we have been doing this for over 30 years." Recalling your marketing management services marketing chapter, you identify this attitude as a factor leading to the creation of what "gap" in the service-quality model?

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Question 4

Services cannot be stored or inventoried. Attempts to regulate the "services" on the supply side-to increase the service providers when needed include such strategies as part-time workers. What are some other ways a university or college can "shift" supply for its services?

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Question 5

The creation of "service standards" such as a policy of answering the company's phone on the second ring, is an example of a firm trying to prevent which of the service-quality "gaps" from ever beginning?

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Question 6

Interactive marketing describes the employees' skill in serving the client. After your recent stay in the hospital, the hospital calls and asks you a series of questions about your stay. Here the hospital is trying to collect data about the two aspects of the service that clients use to judge a service.

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Question 7

In the swimming pool advertisement, it reads "a pool for $3000 total cost." Upon contracting with the firm for the pool, the sale representative tells you that the total cost will be $6000. When you ask why the extra $3000, the sales rep says that is for the removal of the dirt. This is an example of which one of the service-quality "gaps"?

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Question 8

In developing a service blueprint, a florist has outlined each step in the delivery process of the service it provides. The development of a service blueprint is an attempt to minimize what element or characteristic of a service?

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Question 9

Customers play an active role in the delivery of services. How as Mountain Equipment Co-op dealt with this issue of coproduction?

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Question 10

The SERVQUAL scale includes the five determinants of service quality. Companies schooled in and practitioners of this craft are among the highest rated consumer friendly firms doing business today. What are the five determinants that firms like Air Canada, Canadian Tire, and Ritz-Carlton honor so highly?

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Question 11

When a consumer buys a piece of equipment, such as a lawn tractor, they consider the life-cycle cost of the equipment. Explain what is meant by "life-cycle" cost?

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Question 12

How has the Internet empowered customers?

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Question 13

The last time you were in this restaurant, your dinner was excellent "as you remember it" and tonight is your anniversary and as such, you are looking forward to an enjoyable evening. At the end of the meal, your perception is that the service was not up to "par" and the evening was not as successful as you had hoped. In the service quality model, which "gap" prevailed?

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Question 14

Services cannot be stored. Attempts to regulate the "demand" of a service include reservation systems and differential pricing. What are some ways a restaurant can "shift" demand for its services to nonpeak times?

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Question 15

Services cannot be seen, tasted, or felt, before purchase. The challenge to marketers of services is to "tangibilize the intangible" and "manage the evidence." What do these statements really mean for a marketer of a service firm, such as H&R Block?

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Question 16

The "brown trucks" of UPS have helped to create strong brand equity. Explain why such physical facilities are especially important.

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Question 17

Traditionally, customers have had three specific worries about product service. What are they?

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Question 18

When you call your bank to inquire about your balance, instantaneously the bank relegates you to a "tier" based upon your profitability to the bank. The best customers receive the best service. What is the premise behind the use of profit tiers and how what is a risk involved in differentiating levels of service?

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Question 19

You have been asked by your firm to evaluate the "service" of one of its competitors (a restaurant). As you understand service, services differ according to form and purpose. Explain how you classify services.

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Question 20

In your service firm, you and your colleagues are always choosing between fully answering the consumer's questions and waiting on the next customer. The firm's standards are not clear on how they want you to perform. When asked, your boss answers "you make the decision." This is an example of which service-quality "gap"?

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Quiz 13: Designing and Managing Services