Question 1

Client-based relationships are least likely to be developed by

Accepted Answer

Towing services typically have very limited interactions with clients, usually just during the process of towing a vehicle. The nature of their services does not typically lend itself to developing ongoing client-based relationships.

Question 2

Machinery such as ATMs and online customer services can reduce the ____ that comes from increased contact with human employees.

Accepted Answer

Heterogeneity refers to the variability in service quality that can occur when humans are involved. Machinery like ATMs and online services reduce this variability by providing consistent service.

Question 3

Which of the following is the best example of a high-contact service?

Accepted Answer

Plastic surgery involves a high level of personal interaction and physical contact between the surgeon and the patient, making it a high-contact service.

Question 4

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

Accepted Answer

The fact that Gretchen's first massage of the day is better than the last massage suggests that there is heterogeneity (variability) in the quality of her services. This is a common characteristic of services as they are often produced and delivered by people, who may possess different levels of skill or experience, resulting in variations in the outcome of the service.

Question 5

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

Accepted Answer

Supplementary services are additional services offered alongside the core service as part of a bundled package. These services enhance the value of the core service and provide additional benefits to the customer. Basic services are the primary services being offered, tangible services are services that can be physically touched or experienced, auxiliary services are support services that facilitate the delivery of the core service, and other core services are additional primary services.

Question 6

Which of the following service providers would typically call their customers "clients"?

Accepted Answer

Lawyers typically use the term "client" to refer to the people they serve, whereas the other professions listed generally use terms like "students," "customers," or "patients."

Question 7

The level of interaction necessary between a customer and service provider in order to complete a service is called

Accepted Answer

Customer contact refers to the level or degree of interaction between the service provider and the customer. It can range from low customer contact services like online shopping to high customer contact services like personal styling. The level of customer contact can also impact the quality of service delivery.

Question 8

The owner of the Lords and Ladies hair salon has difficulty in standardizing and controlling the quality of service that the customers in his salon receive.This problem illustrates which of the following unique features of service?

Accepted Answer

Heterogeneity refers to the variability in the quality of service due to the interaction between the service provider and the customer. This makes it difficult to standardize and control the quality of service, as is evident in the case of the Lords and Ladies hair salon. The other unique features of service, such as intangibility, inseparability, perishability, and marketability, do not directly relate to the problem described in this scenario.

Question 9

Which of the following statements about customer contact in services marketing is false?

Accepted Answer

High-contact services typically require more employee interaction and involvement, which can result in higher costs for the service provider. Therefore, the statement that high-contact services are less expensive to deliver because they are typically equipment-based is false.

Question 10

Because of a service's ____,standardization and quality are difficult to control.

Accepted Answer

Heterogeneity refers to the variability and lack of uniformity in services due to the involvement of people, who exhibit different behaviors and skills when delivering services. As a result, controlling the standardization and quality of services becomes difficult.

Question 11

Which of the following is a low-contact service?

Accepted Answer

Website design does not require physical interaction between the service provider and the customer, therefore it is considered a low-contact service. The other options (childcare, health care, manicure, legal services) all involve physical contact between the service provider and the customer.

Question 12

When service companies change high-contact services into low-contact services,the

Accepted Answer

When service companies change high-contact services into low-contact services, the service becomes less personalized. The high-contact services involve a lot of interaction between customers and service providers, which helps to build relationships and personalized experiences. Low-contact services, on the other hand, rely on technology and automation to reduce human interaction, which inevitably results in less personalized service.

Question 13

The necessary interaction between service provider and customer that allows a service to be delivered is called

Accepted Answer

Customer contact refers to the necessary interaction between a service provider and a customer to deliver a service. This interaction can occur in-person, over the phone, or via the internet. The service cannot be delivered without this necessary interaction between the service provider and the customer.

Question 14

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time.This critical component of success is referred to as

Accepted Answer

The answer of Many services base their success on building...

Question 15

H&R Block,a major tax preparation firm,reported having a problem with its employees being inconsistent in the filing of returns.The firm is experiencing a problem with which of the following characteristics of the service offering?

Accepted Answer

H&R Block's issue with inconsistent filing of returns by its employees is a problem with heterogeneity, or variability in the quality of service provided. This is because the quality of tax preparation services can vary depending on the expertise and experience of the individual employee performing the service.

Question 16

Maria asks Glenda what housecleaning service she would recommend in Oakview.Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house.Glenda's recommendation addresses which of the following service features?

Accepted Answer

Glenda's recommendation addresses the heterogeneity service feature, which refers to the variation in quality or consistency of services due to differences in the people delivering them. Glenda's recommendation specifically mentions the importance of having Janice as the person assigned to the housecleaning service, suggesting that the quality of the service may vary depending on who performs it.

Question 17

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Accepted Answer

A client-based relationship refers to a long-term, ongoing relationship between a service provider and a customer, where the provider seeks to understand and meet the unique needs of the customer. In this type of relationship, customers are likely to return to the same provider repeatedly over time, indicating a high level of satisfaction with the service received.

Question 18

What should marketers do to promote the consistency and reliability of their services most effectively?

Accepted Answer

By training employees and developing standard procedures for dealing with customers, marketers can ensure that their services are consistent and reliable. This will create a positive reputation for the company and make customers more likely to return in the future. Limiting the number of employees, encouraging creativity in problem-solving, and performing the service before the customer arrives may not necessarily promote consistency and reliability. Requiring employees to be happy all day is unrealistic and not a practical solution.

Question 19

If Best Western bundles its rooms with services such as free local phone calls,cable television,wireless Internet access,and complimentary breakfast,these services are known as ____ services.

Accepted Answer

Supplementary services are additional services that a company offers in addition to its core product or service. These services offered by Best Western, such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, are examples of supplementary services.

Question 20

Client-based relationships are most likely to be developed by

Accepted Answer

Doctors are in a unique position to develop client-based relationships due to the intimate nature of their work and the need for ongoing care and communication with their patients. Funeral directors, electricians, installers, and bricklayers are less likely to have ongoing interactions with their clients and may only have one-time or infrequent transactions with them.

Quiz 12: Services Marketing