Question 1

To meet or exceed customers' expectations,marketers must

Accepted Answer

To meet or exceed customers' expectations, marketers must first determine what those expectations are. This requires conducting market research and gathering feedback from customers to understand their needs and preferences. Knowing where customers live or how often they buy the product may be helpful in targeting and reaching them, but it does not necessarily help in meeting their expectations. Expectations may not always be tangible, so recognizing and addressing intangible expectations (such as customer service) is also important. Empowering customers to meet their own expectations may be a strategy, but it does not directly address how marketers can meet or exceed those expectations.

Question 2

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.

Accepted Answer

Tangibles refer to the appearance of the physical facilities, equipment, personnel, and communication materials. The provision of clean, sharp-looking uniforms and instructions to keep the work area clean and uncluttered emphasize the importance of tangibles in the service quality dimensions.

Question 3

All of the following are included in the five dimensions used by consumers to determine overall service quality except

Accepted Answer

The five dimensions used by consumers to determine overall service quality are assurance, reliability, responsiveness, empathy, and tangibles. Acceptability is not included in the five dimensions.

Question 4

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.

Accepted Answer

Bank of America is using a voice-of-customer program to assess consumers' responses to new products and services. This involves using a complex polling system and customer response measurement system to gather feedback directly from customers in order to improve service quality and offerings.

Question 5

To define the zone of tolerance,firms ask a series of questions about each service quality dimension that relate to all of the following except

Accepted Answer

The questions that firms ask about each service quality dimension relate to the desired and expected level of service for each dimension, customers' perceptions of how well the focal service performs, customers' perceptions of how well a competitive service performs, and the importance of each quality service dimension. However, the questions do not relate to the desired and expected level of service for each dimension from high to low, making option E the correct answer.

Question 6

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.

Accepted Answer

The phrase "difference between what her customers want and what they will accept before going elsewhere" refers to the zone of tolerance, which is the range of acceptable service delivery as perceived by customers.

Question 7

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

Accepted Answer

Service quality refers to the extent to which a service meets customers' expectations. Since services are intangible, it can be difficult for customers to determine if their expectations have been met, which is why measuring service quality is important for marketers. Service perceptions (A) and service aspirations (D) are related concepts but do not directly refer to how well a service meets expectations. Service efforts (B) and service feedback (E) are important components of improving service quality, but do not answer the question of how customers determine if a service meets their expectations.

Question 8

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.

Accepted Answer

The term "zone of tolerance" refers to the range of time consumers are willing to wait in line or for service. This range can vary depending on the type of store or service, and customers will generally tolerate waits that fall within this zone.

Question 9

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

Accepted Answer

Setting standards means providing clear expectations of what a "good job" looks like. This helps training service providers understand how to deliver quality service.

Question 10

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

Accepted Answer

Services are intangible, meaning they cannot be easily touched, seen, tasted, or smelled, which makes it difficult to evaluate service quality.

Question 11

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

Accepted Answer

When employees are involved in setting the goals for a quality-oriented process, they are more likely to feel ownership and buy-in to the process. This can help to create a culture of quality and continuous improvement within the organization. The other choices do not address the issue of employee buy-in and involvement in the same way.

Question 12

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

Accepted Answer

Service quality standards such as "be nice" or "do what the customers want" are not specific and do not provide clear guidelines for employees to follow. This can result in inconsistency in service delivery and difficulty in measuring performance.

Question 13

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.

Accepted Answer

Responsiveness refers to the willingness of the service provider to help and provide prompt service. In this case, Veronica's major criterion is speed, which speaks to the responsiveness of the restaurant in seating and serving her quickly. Therefore, responsiveness is the most important dimension for Veronica.

Question 14

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

Accepted Answer

Setting specific, measurable goals based on customers' expectations is the best option for improving service quality. By clarifying what is expected of employees, Kayla can provide clear guidelines for them to follow and better meet customers' needs. This approach also allows for tracking progress and making adjustments as needed. Empowering customers may not address the root cause of the service quality issue, establishing a broad zone of intolerance may not provide enough guidance for employees to meet customer expectations, narrowly defining a knowledge gap may not address the broader issue of employee uncertainty, and separating intangibles from tangibles may not directly address the issue of employee expectations.

Question 15

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

Accepted Answer

A voice-of-customer program is a systematic approach for collecting customer inputs and incorporating them into managerial decisions. It involves gathering feedback on customer needs, preferences, and expectations through various channels such as surveys, focus groups, and social media. The insights gained from this program can be used to improve product design, customer service, and overall business strategy. The other choices are related concepts but do not specifically address the systematic collection and integration of customer inputs.

Question 16

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

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 17

Cheryl will let only Martiné cut her hair.She has tried other stylists,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 dimension that refers to the consistency and accuracy of the service. In this scenario, Cheryl values Martiné's consistency in cutting her hair well every time, which aligns with the reliability dimension.

Question 18

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

Accepted Answer

The employees were not involved in setting the new service quality standards, which may lead to a lack of understanding and support from them.

Question 19

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.

Accepted Answer

The new goal of "greet every customer, and if possible by name" is measurable as it can be tracked and measured through various means, such as customer feedback, loyalty, and retention metrics.

Question 20

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.

Quiz 13: Services: the Intangible Product