Question 1

When corporate headquarters announced new service quality standards for pizza franchise owners, Roland knew he would have trouble gaining employees' support because
A) they were not involved in setting the goals.
B) perishable services were being replaced with tangible services.
C) they were not allowed to diverge from existing standards.
D) customers were required to create service quality standards.
E) the process involved both part-time and full-time employees.

Accepted Answer

Employees are more likely to support and adhere to goals and standards if they have been involved in setting them. Without employee input and buy-in, they may feel disconnected from the goals and therefore have trouble supporting them.

Question 2

Nicole knows her restaurant is understaffed today. She is hoping to get through the day without falling below her customers' __________, the difference between what her customers want and what they will accept before going elsewhere.
A) voice-of-customer quotient
B) empowerment standard
C) tangibles gap
D) zone of tolerance
E) quality gap

Accepted Answer

The "zone of tolerance" refers to the range of service quality a customer is willing to accept before seeking a different option. Nicole is hoping to avoid falling below this range even though her restaurant is understaffed. The other options do not accurately describe this concept.

Question 3

By changing a standard from "be nice to customers" to "greet every customer, and if possible by name," a services marketing manager has created a(n) __________ goal.
A) insurmountable
B) invisible
C) empowerment
D) measurable
E) inseparable

Accepted Answer

The new goal of greeting every customer, and if possible by name, is measurable because it can be evaluated and tracked to determine if it is being achieved or not. The other options (insurmountable, invisible, empowerment, inseparable) do not accurately describe the type of goal created by the manager's change in standards.

Question 4

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?
A) They create low expectations.
B) They are not specific.
C) They do not allow for the voice-of-customer process.
D) Most employees are unwilling to do what customers want.
E) They create a delivery gap.

Accepted Answer

Service quality standards such as "be nice" or "do what the customers want" are not specific, which can lead to confusion and inconsistency in service delivery. More specific and measurable standards should be established in order to ensure that employees understand the expectations and consistently meet them.

Question 5

Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality?
A) assurance
B) reliability
C) acceptability
D) responsiveness
E) empathy

Accepted Answer

The five dimensions used by consumers to determine overall service quality are assurance, reliability, responsiveness, empathy, and tangibles. Acceptability is not a commonly recognized dimension of service quality.

Question 6

Training service providers to know exactly what a good job entails is setting service
A) knowledge.
B) quality.
C) delivery.
D) standards.
E) empowerment.

Accepted Answer

Setting standards is the act of defining what a good job entails, so that service providers can meet those expectations. This helps ensure quality and consistency in the delivery of services.

Question 7

Services marketing managers have learned that more employees will support a quality-oriented process if
A) they are involved in setting the goals.
B) perishable services are replaced with tangible services.
C) they are required to diverge from existing standards.
D) customers are responsible for setting service quality standards.
E) the process involves both part-time and full-time employees.

Accepted Answer

Involving employees in setting goals can create a sense of ownership and commitment to the quality-oriented process. It can also lead to better communication between employees and management, as well as greater job satisfaction and motivation. Perishable services cannot be replaced with tangible services as they are intangible in nature. Requiring employees to diverge from existing standards may create resistance and frustration. Customers can provide feedback on service quality, but it is not their responsibility to set the standards. The composition of part-time and full-time employees may be important for scheduling purposes, but it is not directly related to employee support for a quality-oriented process.

Question 8

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions.
A) assurance
B) reliability
C) tangibles
D) responsiveness
E) empathy

Accepted Answer

The provision of clean uniforms and clean and uncluttered work area emphasizes the tangible dimension of service quality, which refers to the physical appearance and condition of facilities, equipment, and personnel.

Question 9

A systematic ____________ program collects customer inputs and integrates them into managerial decisions.
A) quality gap analysis
B) empowerment
C) zone of tolerance
D) standards analysis
E) voice-of-customer

Accepted Answer

A voice-of-customer program collects customer inputs and integrates them into managerial decisions to improve the customer experience and meet their requirements. Quality gap analysis, empowerment, zone of tolerance, and standards analysis may be used in conjunction with a voice-of-customer program but do not solely collect and integrate customer inputs.

Question 10

Students regularly seek out Professor Guillory to advise them. She has an exceptional manner, and students are confident in her and trust her advice. For these students, __________ is the most important of the five service quality dimensions.
A) assurance
B) reliability
C) tangibles
D) responsiveness
E) empathy

Accepted Answer

Assurance is the correct answer because it relates to the knowledge and courtesy of employees and their ability to inspire trust and confidence, which is directly related to Professor Guillory's exceptional manner and the trust students have in her advice.

Question 11

Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services. Bank of America is using a(n) __________ program to improve service quality and service offerings.
A) quality gap analysis
B) empowerment
C) zone of tolerance
D) standards analysis
E) voice-of-customer

Accepted Answer

Bank of America is using a voice-of-customer program to assess consumer responses to new products and services. The polling and response measurement system is a part of this program, which aims to improve service quality and offerings by listening to and using customer feedback.

Question 12

To meet or exceed customers' expectations, marketers must
A) know where customers live.
B) know how often consumers buy their products.
C) determine what those expectations are.
D) recognize that expectations are tangible.
E) empower customers to meet their own expectations.

Accepted Answer

To meet or exceed customers' expectations, marketers must first determine what those expectations are. Without understanding what the customers expect, it is impossible to meet or exceed those expectations. Knowing where customers live or how often they buy products may be useful information, but it is not sufficient to meet or exceed their expectations. It is also important to recognize that expectations may not always be tangible and may vary from customer to customer. Empowering customers to meet their own expectations may be possible in some cases, but it is ultimately the responsibility of the marketer to provide a product or service that meets or exceeds customer expectations.

Question 13

Kayla is the new manager of a resort hotel. She knows from reviewing customer complaints that service quality at the hotel is not consistently meeting customers' expectations, and she believes that the biggest problem is that her employees are not sure what is expected of them. To improve service quality, Kayla will
A) empower customers to meet their own service needs.
B) establish a broad zone of intolerance to reduce customer complaints.
C) narrowly define a knowledge gap.
D) separate intangibles from tangibles.
E) set specific, measurable goals based on customers' expectations.

Accepted Answer

Setting specific, measurable goals based on customers' expectations is the most effective way to ensure that employees understand what is expected of them and work towards achieving those goals. It also helps to ensure that the service provided meets customers' expectations. Empowering customers, establishing a broad zone of intolerance, narrowly defining a knowledge gap, and separating intangibles from tangibles may all be helpful strategies in improving service quality, but they do not address the specific issue of employees not knowing what is expected of them.

Question 14

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service.
A) voice-of-customer programs
B) empowerment
C) the zone of tolerance
D) standards analysis
E) quality gap analysis

Accepted Answer

The concept of "zone of tolerance" refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service. It is important for businesses to understand their customers' zone of tolerance in order to meet or even exceed their expectations and provide quality service.

Question 15

When choosing where to eat lunch, Veronica's major service criterion is speed: being seated promptly and served her meal quickly. For Veronica, __________ is the most important of the five service quality dimensions.
A) assurance
B) reliability
C) tangibles
D) responsiveness
E) empathy

Accepted Answer

Veronica's major service criterion is speed, which falls under the responsiveness dimension of service quality.

Question 16

Colin has been directed by his boss to determine whether their company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making evaluation of service quality difficult.
A) quantifiable
B) substantial
C) unequally distributed
D) intangible
E) inconsequential to customers

Accepted Answer

The term "intangible" refers to services that cannot be touched, seen, or felt. This lack of physical presence makes it difficult to evaluate service quality, as it is not easily quantifiable. This presents a challenge for Colin in determining whether their company is meeting customers' service quality expectations.

Question 17

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is
A) customer complaints.
B) syndicated data services.
C) employee empowerment programs.
D) distributive fairness analysis.
E) management by objective programs.

Accepted Answer

Customer complaints provide direct insight into areas where a business's service does not meet customer expectations, making it an excellent, inexpensive, and readily accessible method for assessing these expectations.

Question 18

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call
A) service perceptions.
B) service efforts.
C) service quality.
D) service aspirations.
E) service feedback.

Accepted Answer

Service quality refers to the degree of excellence of a service in meeting customer expectations. Because services are intangible, it can be difficult for customers to determine how well a service meets their expectations. Marketers need to measure and manage service quality to ensure that customers are satisfied with their experience. Service perceptions, service efforts, service aspirations, and service feedback are all relevant concepts in the context of service quality, but they do not capture the full meaning of the term as it is commonly understood in marketing literature.

Question 19

Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions.
A) assurance
B) reliability
C) tangibles
D) responsiveness
E) empathy

Accepted Answer

Reliability refers to the ability to perform the promised service dependably and accurately. In this scenario, Cheryl values Martiné's reliability in consistently delivering high-quality haircuts.

Question 20

Customers have a defined __________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.
A) voice-of-customer quotient
B) empowerment standard
C) tangibles gap
D) zone of tolerance
E) quality gap

Accepted Answer

The term used for the amount of time customers are willing to wait in line at a retail checkout counter is "zone of tolerance." This refers to the range of acceptable wait time that a customer is willing to endure without being dissatisfied with the service. It varies depending on the type of store and the customer's expectations.

Quiz 13: Services: the Intangible Product

When corporate headquarters announced new service quality standards for pizza franchise owners, Roland knew he would have trouble gaining employees' support because

Nicole knows her restaurant is understaffed today. She is hoping to get through the day without falling below her customers' __________, the difference between what her customers want and what they will accept before going elsewhere.

By changing a standard from "be nice to customers" to "greet every customer, and if possible by name," a services marketing manager has created a(n) __________ goal.

What is the problem associated with service quality standards such as "be nice" or "do what the customers want"?

Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality?

Training service providers to know exactly what a good job entails is setting service

Services marketing managers have learned that more employees will support a quality-oriented process if

Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. It also instructs employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions.

A systematic ____________ program collects customer inputs and integrates them into managerial decisions.

Students regularly seek out Professor Guillory to advise them. She has an exceptional manner, and students are confident in her and trust her advice. For these students, __________ is the most important of the five service quality dimensions.

Bank of America uses a complex polling system coupled with a customer response measurement system to assess consumers' responses to new products and services. Bank of America is using a(n) __________ program to improve service quality and service offerings.

To meet or exceed customers' expectations, marketers must

The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service.

When choosing where to eat lunch, Veronica's major service criterion is speed: being seated promptly and served her meal quickly. For Veronica, __________ is the most important of the five service quality dimensions.

Colin has been directed by his boss to determine whether their company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making evaluation of service quality difficult.

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is

Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call

Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions.

Customers have a defined __________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.