Multiple Choice:
1. The characteristic of a service that refers to differences in employees' performances is:
A. Intangibility
B. Heterogeneity
C. Divisibility
D. Perishability
E. Simultaneous production and consumption
2. Which of the following statements has been suggested as a plausible explanation for the customer perception that service quality is declining?
A. Increasing use of technology is perceived by many customers as less service because there is no human interaction
B. Companies provide unclear tactics for customers to follow when dealing with service providers
C. Delivering consistent, high-quality service becomes routine
D. Customers have no concept of what conditions produce to quality service
E. Too many talented employees are left mired in front-end jobs that do not challenge them
3. Which of the following is NOT an example of a service business?
A. Amusement park
B. Hotel
C. Bank
D. Department store
E. Soft drink bottler
4. The characteristic of a service that means that it cannot be seen, felt, tasted or touched is:
A. Intangibility
B. Heterogeneity
C. Divisibility
D. Perishability
E. Compatibility
5. Which of the following is a marketing implication that results from the perishability of services?
A. Service quality depends on many uncontrollable factors
B. Employees affect the service outcome
C. Synchronizing supply and demand is difficult
D. Customers participate and affect the service outcome
E. Service delivery and customer satisfaction depend on employee actions
6. Which of the following is an example of the people element of an airline company's services marketing mix?
A. Pilots
B. Baggage handlers
C. Customers
D. Flight attendants
E. All of the above
7. Marriott had an advertising campaign with the following theme: "You can't be late for business appointments and neither can we. At Marriott, if your breakfast doesn't show up on time, it won't show up on your bill. That's because we take our business just as seriously as you take yours. And our business is service. The commitment is what makes Marriott the business traveler's first choice". If a business traveler, who saw this advertisement, stayed at a Marriott hotel and did not receive breakfast on time and was charged for that breakfast, Provider _____ of the gaps model of service quality would have occurred.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
8. The ads for a weight loss program that promised the program would change an individual's eating habits through hypnosis is probably overstating its usefulness because there are some people in the world that cannot be hypnotized. This sort of misleading advertising broadens provider _____ of the gaps model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
9. Goodyear Tire & Rubber Company conducts telephone interviews each week to obtain information on customers' satisfaction with each of its 1200 retail stores. When dissatisfied customers are identified, they are asked if they would like to be contacted by the store or district manager to address unresolved complaints or problems. The company also follows some buyers up to two years to track their experiences, attitudes and satisfaction. These results are compiled and regularly reported back to managers in marketing, production and product development. By conducting market research, Goodyear Tire & Rubber is closing provider _____ of the gaps model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
10. To close the customer gap, the gaps model of service quality suggests the _____ gaps need to be closed.
A. Services marketing
B. Service dimensions
C. 4 Ps
D. Provider
E. Value
11. Jiffy Lube, a franchiser of 10-minute oft and lubrication services, has been plagued by a lack of consistency across franchise outlets. The lack of consistency has resulted from Jiffy Lube's failure to require franchisees to adhere to common service standards as it rapidly expanded its franchise business across the U.S. Jiffy Lube's failure to require franchisees to adhere to common service standards has led to provider _____ of the gaps model of service quality.
A. Gap 1
B. Gap 2
C. Gap 3
D. Gap 4
12. The romantic mountain getaway seemed like the perfect Valentine's Day gift. The pictures in the brochure showed couples enjoying the amenities in their cabins. When the couple arrived, they found a cold, uninviting cabin with a shortage of creature comforts--no down-filled blankets, no wood for the fireplace, paper plates and cups and a broken chair. In this service example, the _____ was not what the customers expected.
A. Internal marketing
B. Management-driven service
C. Interactive communication
D. Relationship marketing
E. Servicescape
13. Often after some life-changing crisis such as a divorce, the death of a loved one or a serious car accident, people tend to rethink what they are doing with their lives. They are concerned that in some way they are wasting their lives and not achieving their full potential. It is not uncommon for these people to immerse themselves in yoga, to challenge their own limits by taking up some death-defying sport or to simply get validation from a therapist. In these ways, people can satisfy their _____ needs.
A. Ego
B. Social
C. Self-actualization
D. Safety and security
E. Physiological
14. Customers feel more responsible for their dissatisfaction when they purchase services than when they purchase goods since:
A. Customers participate more in the service process
B. Services are typically more expensive than goods
C. Customers are more knowledgeable about services
D. Services are more complex than goods
E. Customers seek more information before purchasing a service
15. Consumers are most likely to seek and rely on information from _____ when purchasing a landscaping service for their yard.
A. Newspaper columns on gardening
B. Friends who have attractive yards
C. Advertising by landscape design artists
D. Magazines devoted to gardening
E. A landscape designer's sign they remembered seeing in a well-landscaped yard
16. Which of the following products is NOT high in search qualities?
A. Piano
B. Diapers
C. Motor oil
D. Floor lamp
E. Massage therapy
17. Consumers are more brand loyal to services than to goods because services have:
A. Higher perceived risks
B. Higher search costs
C. Fewer substitutes available
D. Higher initial monetary costs
E. All of the above
18. Membership in a class that teaches self-defense would more than likely satisfy a(n) _____ and membership in an exclusive country club where annual dues are $2,000 and where there is a selection committee would satisfy a(n) _____ need.
A. Safety and security; ego
B. Social; self-actualization
C. Ego; ego
D. Social; physiological
E. Self-actualization; psychological
19. Karen owns a cottage on Martha's Vineyard, a popular island destination for tourists from about April to October. When Karen visits the island in March to dine at her favorite pizza restaurant, she expects great service because the tourists are not there. Because she predicts she will receive great service, her _____ than it is during the tourist season.
A. Level of desired service will be higher
B. Tolerance of situational factors will be higher
C. Level of adequate service will be higher
D. Zone of tolerance will be wider
E. Level of adequate service will be lower
20. _____ service is the level of service the customer hopes to receive.
A. Desired
B. Adequate
C. Functional
D. Predictable
E. Augmented