Question 1

Firms can close a __________ gap by being more realistic about the services they can provide and managing customer expectations.

Accepted Answer

The answer of Firms can close a __________ gap by...

Question 2

A __________ gap can be closed by getting employees to meet or exceed service standards.

Accepted Answer

The answer of A __________ gap can be closed by...

Question 3

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.

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 4

The Gaps Model is designed to highlight those areas where

Accepted Answer

The Gaps Model was developed to identify areas where customers perceive a gap between the service they expect and the service they receive. These gaps can include gaps in knowledge between customers and service providers, gaps in service quality, and gaps in communication. The focus of the model is on improving customer satisfaction by identifying and closing these gaps.

Question 5

Because services like airline flights and hotel beds are _________,many marketers attempt to match demand with supply using pricing strategies.

Accepted Answer

Perishable goods are those that cannot be stored for future use or sale. The supply of airline flights and hotel beds is limited and once the time has passed, the product is lost forever. Due to this, marketers attempt to match demand with supply using pricing strategies.

Question 6

A __________ gap is the difference between the firm's service standards and the service it provides to customers.

Accepted Answer

The answer of A __________ gap is the difference between...

Question 7

By setting appropriate service standards and measuring service performance,firms can attempt to close a __________ gap.

Accepted Answer

The correct answer is C) standards. This is because the gap model of service quality identifies a standards gap as the difference between the company's perceptions of customers' expectations and the actual service standards it sets. By setting appropriate service standards and measuring service performance, firms can attempt to close this gap, ensuring that the service delivered matches or exceeds customer expectations.

Question 8

Firms can close the __________ gap by matching customer expectations with actual service through use of marketing metrics.

Accepted Answer

The answer of Firms can close the __________ gap by...

Question 9

When the delivery of a service fails to meet customers' expectations,a __________ gap exists.

Accepted Answer

If the delivery of a service fails to meet customers' expectations, it indicates a gap in the service provided. Option B (knowledge), C (standards), D (production), and E (communication) can also contribute to service failures, but they are not the primary cause of the gap.

Question 10

If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set,a __________ gap exists.

Accepted Answer

This is known as a standards gap, which occurs when there's a difference between the firm's perceptions of customers' expectations and the actual service standards the firm has set.

Question 11

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.

Accepted Answer

Reliability is the most important service quality dimension for Cheryl as she knows from experience that Martiné will cut her hair well every time. Reliability refers to the ability to perform the promised service dependably and accurately.

Question 12

Because services like cruises and car rentals are perishable,many marketers use

Accepted Answer

Pricing strategies such as dynamic pricing, yield management, and promotional pricing are commonly used in the perishable services industry to match supply with demand, optimize revenue, and avoid excess inventory. By adjusting prices according to changes in demand, seasonality, and competition, companies can maximize revenue and profit while still providing customers with value for money.

Question 13

To meet or exceed customers' expectations,marketers must

Accepted Answer

To meet or exceed customers' expectations, marketers must determine what those expectations are. Without understanding what the customers' expectations are, it is impossible to develop strategies to meet or exceed them. Knowing where customers live and how often they buy products may be helpful in developing marketing campaigns, but it is not directly related to meeting or exceeding customer expectations. Expectations may not necessarily be tangible, and empowering customers to meet their own expectations may not necessarily result in meeting or exceeding their expectations.

Question 14

If there is a difference between the actual service provided to customers and the service the firm has promoted,a __________ gap exists.

Accepted Answer

The answer of If there is a difference between the...

Question 15

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

Accepted Answer

Intangible services are difficult to quantify and this makes it difficult to measure service quality.

Question 16

A __________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations.

Accepted Answer

A knowledge gap occurs when there's a difference between what customers expect and what a company thinks customers expect. This gap can lead to misunderstandings and a failure to meet customer needs if not properly addressed.

Question 17

Gerald's Tire Service provides each employee with a clean,sharp-looking uniform.They also instruct 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.

Accepted Answer

The emphasis on providing employees with clean, sharp-looking uniforms, and keeping the work area clean and uncluttered are all related to the tangible dimension of service quality. Tangibles refer to the physical appearance of facilities and equipment, and the appearance of personnel.

Question 18

For years,the Mogul Sheraton,a four-star hotel overlooking the Taj Mahal in India,offered free elephant and camel rides to hotel visitors.Few customers took advantage of this service.This is an example of a __________ gap in services marketing.

Accepted Answer

The scenario describes a knowledge gap, which occurs when there is a difference between customers' expectations and the management's perception of those expectations. In this case, the hotel management assumed that offering free elephant and camel rides would be a valued service, but the lack of interest from customers indicates a misunderstanding of their preferences or expectations.

Question 19

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

Accepted Answer

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

Question 20

Yolanda manages a Best Sleep Inn along an interstate highway.She knows from experience that five to ten last-minute customers will call after 8 p.m.each evening looking for a room and asking the price.Yolanda has empowered her staff to offer discounts when the motel is largely vacant,and to quote the standard price when the motel is close to full.She knows her service is __________,meaning that if no one stays in the room,it generates no revenue that evening.

Accepted Answer

The description of the service being dependent on its timely use and not retaining its value beyond that time period indicates that it is perishable. The fact that the staff can offer discounts when vacant and quote standard prices when almost full indicates variable pricing. The service is not intangible since it is a physical room. It is not inseparable since customers can choose not to purchase the room. It is not durable since it does not retain its value over time.

Quiz 13: Services: The Intangible Product