Services Marketing - Exam 2 Review

Ch. 5

100

If you own a small advertising agency and have limited funding and even less time to spend on service marketing research, which of the following types of research would you be LEAST likely to use? A. Process checkpoint evaluations B. Future expectations research C. Trailer calls D. Critical incidents studies E. Complaint solicitations

B. Future expectations research

200

One of the most frequently measured _________ is willingness to recommend the service. A. Behavioral intentions B. Customer priorities C. Preferences D. Future expectations E. Individual requirements

A. Behavioral intentions

300

. Boston Symphony Orchestra realized the classic music market was generally becoming older and needed to learn how to appeal to younger concert-goers. It hired a research agency to identify the positive and negative attributes of going to concerts. One type of research conducted by the agency was to interview former symphony season ticket holders who were not longer attending the concerts. In other words, the agency used: A. Complaint solicitation B. Critical incidents studies C. Relationship survey D. Trailer calls E. Lost customer research

E. Lost customer research

400

_____ are used to report the findings from a service marketing research study that collected data on the two levels of customer expectations-desired service and adequate service-along with customer perceptions of company performance. A. Zone of tolerance charts B. Salience of dimensions and attributes graphs C. Gap scores tracking graphs D. Importance/performance matrices E. Customer satisfaction indices

A. Zone of tolerance charts

500

. If you own a small advertising agency and have limited funding and even less time to spend on service marketing research, which of the following types of research would you be LEAST likely to use? A. Process checkpoint evaluations B. Future expectations research C. Trailer calls D. Critical incidents studies E. Complaint solicitations

B. Future expectations research

Ch. 6

100

Kayla has been having her haircut by Duncan, a hairstylist at Studio 21 Salon, for five years. She has continued to use the same hairstylist even though the price of a haircut at Studio 21 Salon is $10 higher than at competing hair salons. Duncan stays up to date on the latest hairstyles and hair care products and Kayla always leaves the salon with a haircut she loves. Kayla realizes _____ benefits from her relationship with Duncan. A. Reliability B. Confidence C. Transactional D. Self-actualization E. Transformational

B. Confidence

200

_____ marketing focuses on keeping and improving current customers, rather than concentrating on acquiring new customers. A. Transaction B. Expansion C. Relationship D. Strategic E. Benefit

C. Relationship

300

According to the _______, while advertising, sales and promotions pour profits into your company, there will always be some customer defection, which has the potential to grow larger. A. Bucket theory of marketing B. Iceberg principle of relationships C. 80/20 principle D. Service paradigm shift E. Echo principle of marketing

A. Bucket theory of marketing

400

Every Thursday afternoon for almost twenty years, Jasmine and Tanya have gotten a manicure at the same location. The manicure salon has changed ownership three times and has had two different names during that same period, but Jasmine and Tanya still find it a convenient place to meet and share news about friends and relatives. Jasmine and Tanya’s relationship with the manicure salon exemplifies how a service provider uses _____ to support its customer retention strategy. A. Economic bonds B. Social bonds C. Customization bonds D. Structural bonds E. Security bonds

B. Social bonds

500

The transition from the _____ stage to the _____ stage of the customer relationship requires the development of trust. A. Customers as acquaintances; customers as friends B. Customers as strangers; Customers as acquaintances C. Customers as partners; customers as acquaintances D. Customers as acquaintances; customers as strangers E. Customers as friends; customers as strangers

A. Customers as acquaintances; customers as friends

Ch. 7&8

100

When a company offers new services to current customers, it is using a _____ growth strategy. A. Share building B. Market development C. Service development D. Diversification E. Market integration

C. Service development

200

What are poka-yokes? A. Customers who have a propensity to complain B. Automatic warnings or controls to ensure mistakes don't happen C. Service failures D. Common sources of complaints E. Methods for tracking complaints

B. Automatic warnings or controls to ensure mistakes don't happen

300

The first step in building a service blueprint is to map contact employee actions. TRUE/FALSE

FALSE

400

Kate recently learned to play golf. Last week, she decided to try a new golf course. She signed in to play and was given the keys to an electric golf cart without any instructions on how to operate it. After she drove the cart into a lake, she swore never to play golf again. According to Kate, “There are just too many things you have to know before you can become a real golfer.” Two months later, the golf course manager called Kate and asked why she had not returned to play another game. Which service recovery strategy is being used in this example? A. Make the service fail safe B. Encourage and track complaints C. Treat customers proactively D. Use procedural fairness E. Learn from lost customers

E. Learn from lost customers

500

. Which of the following is the BEST example of outcome fairness? A. The restaurant charged the man for two meals when he sent back his overcooked steak and demanded one cooked correctly B. Miriam decided the missing button was not important enough to make another trip to the cleaners and complain C. The sign posted on the wall stated the hair salon would not style the hair of anyone who did not have an appointment D. The small movie theater gave all patrons two-free movie tickets for the night of their choice when the movie projector broke halfway through showing the newest Brad Pitt movie E. The hotel refused to help a man find a room for the night when he missed his scheduled airplane flight

D. The small movie theater gave all patrons two-free movie tickets for the night of their choice when the movie projector broke halfway through showing the newest Brad Pitt movie

Ch. 9

100

Which of the following is NOT a technology substitution for personal contact and human effort? A. On-line services B. Professional maid service C. Voice mail D. Automatic teller machines E. Automatic car wash

B. Professional maid service

200

"Answering questions promptly" would be an example of a hard customer-defined standard. TRUE/FALSE

FALSE

300

. One of the Four Seasons Hotel’s customer-defined standards is “staff will speak to guests in an attentive, natural, and courteous manner. This is an example of a(n) ________ customer-defined standard. A. Responsive B. Intangible C. Informal D. Measurable E. Soft

E. Soft

400

Which of the following statements is a criterion for the creation of appropriate service standards? A. The standards should be based on behaviors and actions that are very important to customers B. The standards should be challenging even if that means they are unrealistic C. The standards should be based on past complaints rather than current and future customer expectations D. The standards should be established for behaviors and actions that at the present time cannot be improved E. All of the above are criteria for the creation of appropriate service standards

A. The standards should be based on behaviors and actions that are very important to customers

500

American Express's "Service Tracking Report" systematically measures both customer satisfaction and employee performance worldwide. Compiled on a monthly basis, the document uses statistics to measure the performance of business units throughout the world against more than 100 service quality factors related to their customers' three major service dimensions-responsiveness, timeliness and accuracy. American Express's "Service Tracking Report" is a(n): A. Service performance index B. Quality improvement measure C. Total quality management assessment D. Customer service indicator E. Internal-external service control benchmark

A. Service performance index

Ch. 10

100

_____ conditions include background characteristics of the environment such as temperature and lighting. A. Ergonomic B. Holistic C. Physiological D. Ambient E. Environmentally-driven

D. Ambient

200

To develop an effective physical evidence strategy, a service firm should use a cross-functional team approach. TRUE/FALSE

TRUE

300

For a physical evidence strategy to be effective, it must: A. Offer customization capabilities B. Create departmental integration C. Be linked clearly to the organization's overall goals and vision D. Be blueprinted E. Avoid creating negative ambient conditions

C. Be linked clearly to the organization's overall goals and vision

400

The parking lot, the neon signs, the building exterior and the restrooms are all part of a servicescape for a nightclub. TRUE/FALSE

TRUE

500

Physical evidence strategy begins with the recognition of the strategic importance of physical evidence in determining service quality expectations and perceptions and then moves directly to the identification of additional physical evidence that would do the job even better than what now exists. TRUE/FALSE

FALSE