Question 1

A local band performed on campus during a pre-graduation party. The students enjoyed the performance, and some of them were interested enough to buy tickets to see another show at a club downtown. But when they went to that concert, the quality of the performance was much poorer than they had heard and seen on campus. The students' disappointment was the direct result of which characteristic of services?

Accepted Answer

The students' disappointment at the poor quality of the concert they attended after enjoying the band on campus is an example of the inconsistency characteristic of services. Services are often variable in quality due to the involvement of human elements and the inability to standardize the delivery process. This can lead to differences in performance quality, which can affect customer satisfaction.

Question 2

When Mandy last got her drive-through order at the fast-food restaurant, she thought the employee who helped her was cold and unfriendly. The food tasted good but was overshadowed by the employee's demeanor. Since then, Mandy often says something derogatory to her friends about the restaurant based on this single experience. This is an example of which issue associated with services?

Accepted Answer

The inseparability of services means consumers cannot separate the service from the deliverer of the service,and so the rude service has soured Mandy on this restaurant.

Question 3

Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and help her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be experienced or seen before she buys it. Which characteristic of services is she concerned about?

Accepted Answer

Sarah is concerned about the intangibility of services, which means that they cannot be touched, tasted, or seen before they are purchased. It is difficult to evaluate the quality of a service before experiencing it, which can create uncertainty and increase the perceived risk of purchasing the service.

Question 4

The interaction between a service provider and the consumer such that the two of them co-create value together is due to which element unique to services?

Accepted Answer

Inseparability is the unique element of services that refers to the simultaneous production and consumption of services. This means that the consumer is usually involved in the service delivery process, which enables a co-creation of value between the service provider and the consumer. In contrast, products can be produced, stored, and sold independently of consumers. Therefore, the interaction between the service provider and the consumer is what makes services unique and inseparable.

Question 5

Jason graduated from high school and took his mom to dinner after the ceremony. At the restaurant, the server filled their water glasses, checked on their table, and took care of their requests. Jason noted that the last time he was at this restaurant, the experience was much worse. This scenario illustrates the ___________ of services.

Accepted Answer

The scenario portrays the inconsistency of services because the previous experience of Jason at the same restaurant was much worse than the current one, indicating that the quality of service varies over time. However, the other characteristics of services, such as impressionability, intangibility, inseparability, and uniqueness of the service, are not explicitly exemplified in the scenario.

Question 6

Andrea Arenas is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services, such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office, for people who are too busy to perform these simple tasks. One way she tries to avoid ___________ of services for her regular customers is to make sure that the same well-trained person is always assigned to work for the same client.

Accepted Answer

The best choice is inconsistency as Andrea aims to provide consistent and reliable service by assigning the same well-trained person to work for the same client, thus avoiding any inconsistencies in the delivery of services. The other answer options are not relevant in this context.

Question 7

Although many people love the self-service technology that allows Redbox to provide DVDs 24 hours a day, seven days a week, many people also want personal interaction and recommendations from other people. Redbox confronted this issue by creating "Redblog," where customers could share their opinions, feelings, and experiences. This is an example of confronting the

Accepted Answer

The inseparability aspect of services refers to the fact that the service is produced and consumed at the same time, and the customer is often involved in the delivery process. Redbox's creation of Redblog addresses this aspect by providing a platform for customer interaction and recommendations, which adds a personal touch to the otherwise self-service experience.

Question 8

Developing, pricing, promoting, and delivering services is challenging because the quality of a service is often

Accepted Answer

The quality of a service is often inconsistent because it can vary depending on who provides it, when, where, and how it is provided.

Question 9

Organizations attempt to reduce the inconsistency of service delivery through

Accepted Answer

The best option to reduce the inconsistency of service delivery is through standardization and training. By implementing standardized processes and procedures, employees can ensure that they are delivering services consistently, regardless of which employee is providing the service. Additionally, training can ensure that employees are equipped with the knowledge and skills needed to provide high-quality service. While the other options may have some impact on service consistency, they are not as effective as standardization and training.

Question 10

Before moving out of their apartment, Kelly and Doug decided to have their carpets cleaned by Stanley Steemer, a company specializing in professional carpet cleaning. The carpet cleaners arrived on time, cleaned the carpets, and drove away in their bright yellow van; only then did the couple see that they did a good job. Kelly and Doug were unable to judge the service before they bought it, which illustrates the __________ of services.

Accepted Answer

The fact that Kelly and Doug were unable to judge the service before they bought it highlights the intangibility of services, which refers to the characteristic of services that means they cannot be seen, touched, or experienced before purchase.

Question 11

Services depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as

Accepted Answer

Inconsistency refers to the fact that services can vary in quality depending on the individual providing the service and their day-to-day job performance. This makes it difficult to ensure consistent service delivery across all interactions.

Question 12

The brochure for Spa Sydell has photographs of people enjoying the various spa amenities. By seeing the pictures of available treatments at the spa, a customer has a better idea of what she is buying. Spa Sydell uses a brochure to help customers deal with the __________ that is associated with using the service.

Accepted Answer

The brochure helps customers deal with the intangibility of the spa services by providing visual representations of the treatments and amenities offered. It allows them to visualize what they are purchasing, reducing the perceived risk and uncertainty associated with intangible services.

Question 13

To help consumers assess and compare its airline service, Frontier Airlines uses personable animal characters in its advertising to announce and describe benefits, such as leather seats and "stretch" seating, to help deal with the

Accepted Answer

Using personable animal characters in advertising is a way to help consumers visualize and understand the intangible benefits of the airline service, such as leather seats and "stretch" seating.

Question 14

When banks are closed, they can offer value to their customers through automatic teller machines (ATMs). This self-service technology also comes with a down side since the ATMs are perceived as being less

Accepted Answer

The answer of When banks are closed, they can offer...

Question 15

Inseparability in services means consumers

Accepted Answer

Inseparability in services refers to the fact that the service itself cannot be separated from the deliverer of the service. This means that the customer's experience of the service is heavily influenced by the person providing the service. For example, a customer's experience at a restaurant is influenced not only by the quality of the food, but also by the attitude and behavior of the server. Therefore, it is difficult to evaluate the service independently of the person providing it.

Question 16

Developing, pricing, promoting, and delivering services is challenging because the quality of the service is often inconsistent. Organizations attempt to reduce this inconsistency by

Accepted Answer

Providing standardization and training can help ensure that employees have a clear understanding of what is expected of them and how to deliver a consistent level of service. This can help reduce inconsistency and improve overall service quality. Paying higher or reducing incentives may not necessarily address the root cause of the inconsistency in service quality, and reducing customer contact points may negatively impact the customer experience. Exercising better hiring practices may help ensure that employees are well-suited for the job, but training and standardization are still necessary to ensure consistency.

Question 17

Andrea Arenas is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services, such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office, for people who are too busy to perform these tasks. She is such a caring person and so well-liked that her customers recommend her instead of her business to people who are looking for someone to perform similar services. Their inability to see the distinction between Andrea and her 2 Places at 1 Time concierge service is an example of which unique characteristic of services?

Accepted Answer

The customers' inability to see the distinction between Andrea and her business is an example of inseparability, which is the unique characteristic of services that refers to the inability to separate the service provider from the service itself. In other words, the service is a direct representation of the service provider, and they cannot be separated from each other.

Question 18

The Philadelphia Phillies baseball team may have great hitting and pitching one day, and lose by 10 runs the next day. This is an example of a service being

Accepted Answer

The inconsistency in the Phillies' performance is an example of variability, which is a characteristic of services that can make them difficult to standardize and maintain consistently high quality.

Question 19

Alana operates a wedding preparation service that helps brides-to-be in the planning of their weddings. To maintain a quality image and a standardized offering, Alana provides extensive training for each of her employees. What unique aspect of services is Alana trying to address?

Accepted Answer

Alana is trying to address the issue of inconsistency in the quality of her service by providing extensive training to her employees.

Question 20

Inconsistency of services refers to the fact that

Accepted Answer

Key term definition-inconsistency.

Quiz 12: Services Marketing