Question 1

When the appearance of the physical facilities, equipment, personnel, and communications materials is important, this represents which dimension of service quality?

Accepted Answer

Tangibility refers to the appearance of physical facilities, equipment, personnel, and communication materials.

Question 2

Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food. When he arrived at his destination, he was impressed with the menu posted outside the door and decided to go in. He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands. A waiter beautifully presented the food, the rice was the perfect texture and temperature, and the fish was fresh and delicious. Halfway thought the meal, he excused himself to go to the restroom. It was clean, but the paper towel dispenser was empty. He returned to his table, finished his meal, and paid his check. The hostess said good-bye and asked him to return. Which of the following statements about this scenario is most accurate?

Accepted Answer

A customer contact audit is a flowchart of the points of interaction between a customer and a service provider.Every service encounter or point of interaction,whether it be with a tangible or intangible aspect of the service,is important.

Question 3

Relationship marketing provides several benefits for service customers, including: (1) the continuity of a single provider, (2) customized service delivery, (3) reduced stress due to a repetitive purchase process, and (4) __________.

Accepted Answer

The answer of Relationship marketing provides several benefits for service...

Question 4

Which of the following is a point in the customer contact audit for a health club?

Accepted Answer

Participating in the health club's exercise class is a point of contact between the customer and the health club, which can be audited for quality of service. None of the other options represent a direct point of customer contact with the health club.

Question 5

Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

Accepted Answer

The survey indicates that customers are interested in being "relationship customers" but they want the relationship to be balanced in terms of loyalty, benefits, value, kinds of connections, and respect for privacy. This suggests that customers are looking for a mutually beneficial relationship where they receive value and benefits in exchange for their loyalty and connection to the brand or service. Loyalty, benefits, value, kinds of connections, and respect for privacy all play a crucial role in building and maintaining a strong relationship with customers.

Question 6

Another name for the steps in the service delivery process is

Accepted Answer

The term "service encounters" is another commonly used term for the steps in the service delivery process. This term emphasizes the importance of the interaction between the customer and the service provider in shaping the customer's overall service experience.

Question 7

Most marketing experts agree that it is best to _________________ service failures, particularly when the failure is viewed to be the result of a controllable factor.

Accepted Answer

It is important to respond to service failures, as ignoring or arguing with the customer can make the situation worse. By responding to the customer's concerns and addressing the issue, a company can show that they value their customers and are committed to providing good service. Blogging about the failure can also be helpful, but it should be done in addition to responding directly to the customer. Considering the failure without taking action is not effective in resolving the problem.

Question 8

Another version of a customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences" is referred to as

Accepted Answer

A service blueprint is a type of customer contact audit that includes all employee actions and acknowledges that services are designed to be "experiences." It is a diagram that outlines all the steps in a service process, including both customer-facing and backstage actions. The goal of the service blueprint is to help companies identify potential gaps in their services and streamline the customer experience. The other options (a service continuum, gap analysis, an experience economy, and a service audit) do not specifically focus on mapping out employee actions and designing "experiences."

Question 9

A flowchart of the points of interaction between consumer and service provider is referred to as

Accepted Answer

The answer of A flowchart of the points of interaction...

Question 10

Recent research suggests that employees'__________, authenticity, and sincerity of their interactions affect the success of the relationships.

Accepted Answer

The answer of Recent research suggests that employees'__________, authenticity, and...

Question 11

Recent research suggests that employees' competence, __________, and sincerity of their interactions affect the success of the relationships.

Accepted Answer

The sentence emphasizes the importance of employees' sincerity in their interactions. Therefore, the best choice is authenticity (D). While reliability (A), empathy (B), responsiveness (C), and friendliness (E) are all important factors, they are not specifically mentioned in relation to the success of the relationships in the sentence.

Question 12

An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the

Accepted Answer

The seven Ps of services marketing includes the traditional four Ps (product, price, promotion, and place or distribution) along with three additional Ps specific to services - people, physical environment, and process. This expanded marketing mix is commonly used in the service industry to ensure a comprehensive approach to marketing and delivering services.

Question 13

Which of the following statements about relationship marketing is most accurate?

Accepted Answer

Relationship marketing emphasizes building long-term relationships with customers based on trust, loyalty, and shared social values. The service encounter is a key opportunity to develop social bonds with customers through personalized interactions, empathy, and attentiveness to their needs and preferences. After-holiday sales may help to retain customers, but they are not the only incentive for building a loyal customer relationship. The purpose of relationship marketing is to benefit both the organization and the customer by creating mutual value and satisfaction. While relationship marketing may involve pricing strategies such as discounts and rewards, the primary customer benefit is the quality of the service experience and the sense of connection with the organization.

Question 14

Which of the following statements about service failures is most accurate?

Accepted Answer

Research has shown that only a small percentage of dissatisfied customers (usually between 5 to 10 percent) actually take the time to complain to the company.

Question 15

Relationship marketing provides several benefits for service customers, including: (1) the continuity of a single provider, (2) customized service delivery, (3) __________, and (4) an absence of switching costs.

Accepted Answer

The continuity of a single provider and customized service delivery both contribute to a repetitive purchase process, which can reduce stress for service customers. The absence of switching costs means that customers can continue to receive the benefits of the relationship without incurring any additional expenses. However, there is no indication that relationship marketing provides no need for comparison shopping, discounted switching costs, implied warranties, or strict government quality performance guidelines.

Question 16

While there are the four Ps of marketing, there are the __________ Ps of services marketing.

Accepted Answer

The answer of While there are the four Ps of...

Question 17

Relationship marketing provides several benefits for service customers, including: (1) __________, (2) customized service delivery, (3) reduced stress due to a repetitive purchase process, and (4) an absence of switching costs.

Accepted Answer

Relationship marketing provides continuity of a single provider, which means customers do not have to go through the hassle of finding a new provider each time they need the service. This results in reduced stress and an absence of switching costs. Customized service delivery is also a benefit of relationship marketing, but this is not relevant to stress reduction or switching costs. Discounted switching costs and implied warranties are not necessarily provided by relationship marketing, while strict government quality performance guidelines are not a benefit for service customers.

Question 18

A customer contact audit refers to

Accepted Answer

The answer of A customer contact audit refers to
...

Question 19

Ron had a craving for sushi so he searched yellowpages.com for the name of a restaurant in his vicinity that serves this type of food. When he arrived at his destination, he was impressed with the menu posted outside the door and decided to go in. He was greeted with a smile by a hostess and then immediately seated at a well-appointed table where he was given a warm cloth for his hands. The food was beautifully presented, the rice was the perfect texture and temperature, and the fish was fresh and delicious. Halfway thought the meal, he excused himself to go to the restroom. It was clean, but the paper towel dispenser was empty. He returned to his table, finished his meal, and paid his check. The hostess said good-bye and asked him to return. The first point in his customer contact audit was

Accepted Answer

A customer contact audit is a flowchart of the points of interaction between a customer and a service provider.The first point of contact was finding the name of the restaurant in yellowpages.com.Based on the listing information,Ron began to participate in the service delivery process by selecting the restaurant.

Question 20

Recent research suggests that employees' competence, authenticity, and __________ of their interactions affect the success of the relationships.

Accepted Answer

While all of the options listed may contribute to the success of workplace relationships, research suggests that employees' sincerity, or genuineness in their interactions, is particularly important. Being authentic in one's interactions can help to build trust, improve communication, and foster positive relationships overall.

Quiz 12: Services Marketing