Accessibility: Keyboard NavigationBlooms: Remember Difficulty: Easy Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Trang 1Chapter 10 Services: The Intangible Product
Multiple Choice Questions
1 Any intangible offering that involves a deed, performance, or effort that cannot be
physically possessed is called a(n):
Topic: 10-01 Services Marketing Differs from Product Marketing
2 All the followings are unique characteristics of a service EXCEPT:
Trang 2Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Learning Objective: 10-01 Describe how marketing a service differs from marketing a product by applying the principles of intangibility; inseparability; inconsistency; and inventory.
Topic: 10-01 Services Marketing Differs from Product Marketing
3 Marketing a service is more challenging than marketing a product because a service is:
The most fundamental difference between products and services is that services are
intangible; they cannot be touched, tasted, or seen like a pure product can
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6 The term "inseparable" refers to a characteristic of service, which states that:
D services are produced and consumed at the same time.
Services are produced and consumed at the same time—that is, service and consumption are inseparable
Trang 4Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-01 Describe how marketing a service differs from marketing a product by applying the principles of intangibility; inseparability; inconsistency; and inventory.
Topic: 10-03 Inseparable Production and Consumption
7 When marketers refer to the fact that services cannot be held in inventory or stored for future use, they are stating that services are:
Trang 5Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-01 Describe how marketing a service differs from marketing a product by applying the principles of intangibility; inseparability; inconsistency; and inventory.
Topic: 10-03 Inseparable Production and Consumption
9 A car service provider allows customers to decide on the services they want to avail and to
be directly involved in the service The service provider has employed this measure to
overcome which of the following characteristics of services?
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-01 Describe how marketing a service differs from marketing a product by applying the principles of intangibility; inseparability; inconsistency; and inventory.
Topic: 10-03 Inseparable Production and Consumption
10 No chef will be able to reproduce the same taste with the same dish every time regardless
of using the same recipe and technique Which of the following characteristics of services is being exemplified in the given scenario?
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12 Which of the following is true of services offered by business organizations?
to their advantage
D The perishability of services is a challenge for marketers as they have to match the demand
and supply
The perishability of services provides both challenges and opportunities to marketers in terms
of the critical task of matching demand and supply
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14 Which of the following is NOT true about service gap?
C Service providers can close the gap by offering consistent service.
Offering consistent service is not good enough A service provider could consistently offer thegap to the customers! Service providers must understand all four gaps and try to close the gap
Trang 8Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-01 Describe how marketing a service differs from marketing a product by applying the principles of intangibility; inseparability; inconsistency; and inventory.
Topic: 10-06 Providing Great Service: The Gaps Model
15 Which of the following is a straightforward and inexpensive method of collecting
consumers' perceptions of service quality?
B Gathering information at the time of a sale
A very straightforward and inexpensive method of collecting consumers' perceptions of service quality is to gather them at the time of the sale Service providers can ask customers how they liked the service—though customers often are hesitant to provide negative feedback directly to the person who provided the service—or distribute a simple questionnaire
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
16 The difference between customers' expectations and a firm's perception of those customer expectations is reflected in the:
Trang 9Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-06 Providing Great Service: The Gaps Model
17 A retirement home has provided bicycles to its residents to help them move around the housing area However, the residents are not keen on using this service and prefer to use golf carts instead This is an example of which type of gap?
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
18 A state-of-the-art gym provides a separate recreation area where customers can play chess,scrabble, and table tennis Not many customers use this facility Which of the following reflects the lack of perception of customer expectation on the part of the gym?
Trang 10Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
19 When a firm is trying to match customer expectations with actual service through research, it is attempting to reduce the:
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Difficult
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
20 Service providers at a hair salon notice that most customers prefer reading fashion magazines The salon then decides to subscribe to more fashion magazines and cancel its subscription to other non-fashion magazines This approach shows that the salon is trying to reduce the:
Trang 11Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
21 Firms can close the knowledge gap by:
C matching customer expectations with actual service through research.
effectively
The knowledge gap reflects the difference between customers' expectations and the firm's perception of those customer expectations Firms can close this gap by matching customer expectations with actual service through research
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
22 Which of the following refers to the difference between a firm's perceptions of customers' expectations and the service levels it sets?
Trang 12Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-08 The Standards Gap: Setting Service Standards
23 A well-known airline company trains its employees to efficiently handle customer queries and provide services according to the guidelines set by the firm The company focuses on consistency amidst all employees The training strategy employed by the firm will primarily help in the reduction of the:
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-08 The Standards Gap: Setting Service Standards
24 By setting appropriate service benchmarks and measuring service performance, firms can reduce the:
Trang 13Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-08 The Standards Gap: Setting Service Standards
25 The difference between a firm's service standards and the actual service it provides to customers is called the:
The delivery gap is the difference between the firm's service standards and the actual service
it provides to customers This gap can be closed by getting employees to meet or exceed service standards
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-09 The Delivery Gap: Delivering Service Quality
26 By getting employees to meet or exceed service standards, firms try to reduce the:
The delivery gap is the difference between the firm's service standards and the actual service
it provides to customers This gap can be closed by getting employees to meet or exceed service standards
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Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-09 The Delivery Gap: Delivering Service Quality
27 An electronics retail chain allows its front-line employees to make adjustments in day activities based on the needs of its customers across its outlets in various locations This approach will help the retail chain in reducing the:
The delivery gap is the difference between the firm's service standards and the actual service
it provides to customers This gap can be closed by getting employees to meet or exceed service standards
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-09 The Delivery Gap: Delivering Service Quality
28 The difference between the actual service provided to customers and the service that a firm's promotion program promises is referred to as the:
Trang 15Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-10 The Communication Gap: Communicating the Service Promise
29 By being more realistic about the services they can provide and by managing customer expectations effectively, firms can reduce the:
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-10 The Communication Gap: Communicating the Service Promise
30 Firms can close the communication gap by:
D being realistic about the services they provide and managing customer expectations.
The communication gap refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises Generally, firms can close this gap if they are more realistic about the services they can provide and manage customer expectations effectively
Trang 16Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-10 The Communication Gap: Communicating the Service Promise
31 The knowledge gap differs from the standards gap in that the standards gap pertains to the difference between:
C a firm's perceptions of customers' expectations and the service standards it sets.
promises
The standards gap pertains to the difference between the firm's perceptions of customers' expectations and the service standards it sets Firms can narrow this gap by setting appropriateservice standards and measuring service performance
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
Topic: 10-08 The Standards Gap: Setting Service Standards
32 The standards gap differs from the delivery gap in that the delivery gap is the difference between:
promises
D a firm's service standards and the actual service it provides to customers.
The delivery gap is the difference between the firm's service standards and the actual service
it provides to customers This gap can be closed by getting employees to meet or exceed service standards
Trang 17Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-08 The Standards Gap: Setting Service Standards
Topic: 10-09 The Delivery Gap: Delivering Service Quality
33 The delivery gap differs from the communication gap in that the communication gap refers to the difference between:
B the actual service provided to customers and the service that the firm's promotion program
promises
The communication gap refers to the difference between the actual service provided to customers and the service that the firm's promotion program promises Generally, firms can close this gap if they are more realistic about the services they can provide and manage customer expectations effectively
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-09 The Delivery Gap: Delivering Service Quality
Topic: 10-10 The Communication Gap: Communicating the Service Promise
34 The delivery gap differs from the knowledge gap in that the knowledge gap reflects the difference between:
promises
E customers' expectations and a firm's perception of those expectations.
The delivery gap is the difference between the firm's service standards and the actual service
it provides to customers This gap can be closed by getting employees to meet or exceed service standards
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Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
Topic: 10-09 The Delivery Gap: Delivering Service Quality
35 The standards gap differs from the communication gap in that the standards gap pertains
to the difference between:
promises
C a firm's perceptions of customers' expectations and the service standards it sets.
The standards gap pertains to the difference between the firm's perceptions of customers' expectations and the service standards it sets Firms can narrow this gap by setting appropriateservice standards and measuring service performance
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-08 The Standards Gap: Setting Service Standards
Topic: 10-10 The Communication Gap: Communicating the Service Promise
36 Jennifer, who works as a dietician at a gym, checks with customers regarding their food habits and preferences before planning a specific diet chart for them This specific
understanding of the customers' expectations will help her in reducing primarily the:
Trang 19Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
37 Customers' perceptions of how well a service meets or exceeds their expectations is referred to as:
C the service quality.
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
38 In the context of service quality, the dimension of reliability refers to the:
C ability to perform a service dependably and accurately.
The dimension of reliability refers to the ability to perform a service dependably and
accurately
Trang 20Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
39 Which of the following service dimensions refers to a service provider's ability to perform
a service dependably and accurately?
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
40 Kathryn gets a haircut done only by Jane as Jane has been able to meet Kathryn's
expectations every time she has given her a haircut The dimension of service that influences Kathryn's decision is:
Trang 21Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
41 Karen always uses the services of Flash Couriers because of its competency in delivering packages almost always on time The service dimension influencing Karen's choice in this scenario is:
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
42 The service dimension that refers to the willingness of service providers to help customersand provide prompt service is:
The dimension of responsiveness refers to the willingness of service providers to help
customers and provide prompt service
Trang 22Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
43 The dimension of responsiveness used by customers to determine overall service quality refers to the:
confidence
B willingness of service providers to help customers and provide prompt service.
The dimension of responsiveness refers to the willingness of service providers to help
customers and provide prompt service
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
44 An electronics retail chain asked its customers to rate the service it provides at its
customer support division based on the inclination and alertness of staff members in providingservice to customers The service dimension that the company is trying to evaluate in this scenario is:
The dimension of responsiveness refers to the willingness of service providers to help
customers and provide prompt service
Trang 23Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
45 Sara does not like to wait for long before being served at a restaurant Hence, the
dimension of service that will influence Sara when she rates the quality of service at a restaurant will be:
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
46 The service dimension that refers to the knowledge of and courtesy by employees and their ability to convey trust and confidence is called:
Trang 24Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
47 Jane prefers to visit a particular hair salon because of its skilled hairstylists who are friendly and have gained her trust by providing good service during her previous visits The service dimension influencing Jane's decision to stick to the same service provider is:
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
48 Dr White is experienced and is regarded as highly knowledgeable Patients prefer to consult him as he instills faith and confidence in them The dimension of service influencing the decision of patients in this scenario is:
Trang 25Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
49 Which of the following service dimensions involves providing caring and individualized attention to customers?
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
50 Eric prefers to travel by a particular airline because he is impressed by the care and attention provided by its staff to make the passengers feel valued and special The service dimension influencing Eric's decision to choose that airline is:
Trang 26Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
51 The residents of Safe Life, a retirement home in Canada, are provided with good care, andthe volunteers who help them provide complete attention to their needs The residents are happy with the service being offered to them The dimension of service on which the
retirement home will score high is:
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
52 The appearance of physical facilities, equipment, personnel, and communication materials
is summarized by the service dimension called:
Trang 27Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
53 A new hotel in the city styles its rooms in a contemporary manner and provides modern amenities such as wireless Internet and a 3-D gaming arena that caters to the younger
population Which of the following service dimensions do these facilities represent?
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
54 The University of Westry has a very traditional campus with an old-world look and feel The dormitory rooms are large, but the bathrooms look a little old Which of the following service quality dimensions does this reflect?
Trang 28Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
55 An ongoing marketing research system that collects customer insights and intelligence to influence and drive business decisions is referred to as:
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
56 The area between customers' expectations regarding their desired service and the
minimum level of acceptable service is called the:
Trang 29Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
57 When a firm asks its customers about a service quality dimension that relates to
customers' desired and expected level of service, the firm is trying to define the:
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
58 A beach resort provides a questionnaire to its customers when they are checking out of theresort that asks customers to rate the service based on different service quality dimensions The resort will use their answers to check if the services have met customer expectations Which of the following can be best established by the resort using the collected information?
Trang 30Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
59 A well-known restaurant asked its customers to evaluate its service quality by filling out a questionnaire The analysis of the questionnaire showed that the restaurant scored below the zone of tolerance on the tangibles dimension This implies that the customers were not happy with the:
D facilities provided by the restaurant.
An important marketing metric to evaluate how well firms perform on the five service quality dimensions, the concept of the zone of tolerance refers to the area between customers'
expectations regarding their desired service and the minimum level of acceptable service—that is, the difference between what the customer really wants and what he or she will accept before going elsewhere
Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-02 Outline the four gaps in the Gaps model used to understand and manage customer expectations.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
60 Skyline Aviation is unable to gain the trust of its customers because its ground operations staff is inefficient and discourteous when handling customer queries during service failures The customers of this airlines are likely to rate it below the zone of tolerance in which
Trang 31Accessibility: Keyboard Navigation
Blooms: Apply
Difficulty: Moderate
Learning Objective: 10-03 Describe strategies that firms can use to help employees provide better service.
Topic: 10-11 Service Quality and Customer Satisfaction and Loyalty
61 What are customers'' expectation based on?
C Experiences and knowledge
Customers' expectations are based on their knowledge and experiences
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Difficult
Learning Objective: 10-03 Describe strategies that firms can use to help employees provide better service.
Topic: 10-07 The Knowledge Gap: Knowing What Customers Want
62 Valuemart, a supermarket chain, trains its employees to perform their tasks according to the guidelines set by the firm This method employed by them will help the firm in reducing the: