Nova Southeastern University

MKT 5070

1)Customers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said to be pressing for

                     .

1. 1. complementary services
   2. perishable services
   3. variable services
   4. unbundled services
   5. shared services

2.          refers to the normal work of preparing, pricing, distributing, and promoting the service to customers.
   1. Interactive marketing
   2. Internal marketing
   3. External marketing
   4. Promotional marketing
   5. Direct marketing

3.                        refers to training and motivating employees to serve customers well.
   1. External marketing
   2. Promotional marketing
   3. Direct marketing
   4. Internal marketing
   5. Interactive marketing

4.                        describes the employees' skill in serving the client.
   1. External marketing
   2. Internal marketing
   3. Promotional marketing
   4. Direct marketing
   5. Interactive marketing

5. Susanna wanted to check out a new salon in her locality, so she decided to go for a hair styling session. She was very happy with the way her stylist connected and related with her concerns. She is judging the service based on its                                                                                                                        .
   1. promotional marketing
   2. functional quality
   3. technical quality
   4. search qualities
   5. external marketing

6. In which of the following does a customer respond to the technical quality of a service?
   1. Sara's preferred hair stylist is some miles away, but Sara goes to him because his styles suit her looks.
   2. Kathy tries out a new restaurant every week, because she likes to experience the variety.
   3. Bill has gone to the same chiropractor for the past fifteen years, because he is friendly and takes the time to listen to Bill.
   4. Ray avoids going to the bank as much as possible because the manager is rude and unhelpful.
   5. Alex has no interest in theater, but goes often because her best friend loves plays.

7. Charles Schwab's best customers are instantly directed to customer service representatives, while other customers have to wait longer. Charles Schwab is trying to

                     .

1. 1. monitor its service systems
   2. empower the customers
   3. retain the patronage of profitable customers
   4. increase consumer participation
   5. standardize the service-performance process

8. Belling Hotels provides complimentary breakfast buffets to all its guests. This is an example of a      .
   1. primary service package
   2. service interface
   3. service support
   4. service frequency
   5. secondary service feature

9. Angela switched to a new hair stylist after getting a bad haircut from her previous stylist. This is an example of which of the following factors leading to customer switching behavior?
   1. service encounter failure
   2. core service failure
   3. response to service failure
   4. involuntary switching
   5. competition

10. Dean recently had a BRZ broadband connection installed. However, the connection was bad and he didn't get the quality he required. He contacted BRZ about the problem, but the company did not solve his problem. Dean switched to Blue Broadband. Which of the following was the cause of Dean's switching behavior?
    1. involuntary switching
    2. competition
    3. response to service failure
    4. service encounter failures
    5. inconvenience

11. MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for the best possible menu thinking that food would be a priority, but the staff were disappointed because the activities were very poorly planned. What kind of a gap is apparent here?
    1. gap between perceived service and expected service
    2. gap between service delivery and external communications
    3. gap between service-quality specifications and service delivery
    4. gap between management perception and service-quality specification
    5. gap between consumer expectation and management perception

12. Which of the following is an example of a gap between management perception and the service-quality specifications?
    1. The college brochure showed state-of-the-art classrooms, but when the visitors walked in, they saw peeling walls and dull lighting.
    2. A nurse visits a patient to show care, but the patient interprets this as an indication that something is very wrong.
    3. The hotel administrators think that guests want better food, but guests are more concerned with the courtesy of the waiters.
    4. A service center manager has asked his subordinates to provide fast service, but has not specified a time for the service to be performed.
    5. Customer service representatives are asked to give ample time to each customer, but must serve a minimum of 50 customers a day.

13. The customer service representatives at a call center have been asked to handle each call in not more than five minutes. A recent customer survey by the company revealed that customers appreciate it when employees take the time to answer their questions fully and listen to their grievances. What kind of service gap is apparent here?
    1. gap between perceived service and expected service
    2. gap between service delivery and external communications
    3. gap between service-quality specifications and service delivery
    4. gap between management perception and service-quality specification
    5. gap between consumer expectation and management perception

14. The customer service representatives at a call center have been asked to handle each call in not more than five minutes. At the same time, they have been asked to answer all customer queries in detail and provide appropriate solutions. What kind of service gap is apparent here?
    1. gap between perceived service and expected service
    2. gap between service delivery and external communications
    3. gap between service-quality specifications and service delivery
    4. gap between management perception and service-quality specification
    5. gap between consumer expectation and management perception

15. Which of the following is an example of a gap between service delivery and external communications?
    1. The employees at GBL have been asked to take time to listen to customers, but they must serve them fast as well.
    2. Amanda chose to shop at Alison's Fashions because the store's website offered on-the- spot alterations. However, when she did buy a dress, she had to wait a week to get it altered.
    3. Customers at LUX appreciate the personalized services the salespeople offer, but do not like the store design.
    4. Clearwater Spa attendants are well-trained in massage therapy and the services they offer, but customers rarely return because they don't like the attendants' impersonal service.
    5. When sales dropped, Styx modernized its stores in order to retain customers, but didn't realize that the product quality was the main problem.

16. Ellen came across an ad for a new restaurant which promised authentic French cuisine. When she ate there, however, she was disappointed to find that the food was mediocre and not very authentic. Which of the following gaps of service performance does this demonstrate?
    1. gap between service-quality specifications and service delivery
    2. gap between perceived service and expected service
    3. gap between service delivery and external communications
    4. gap between consumer expectation and management perception
    5. gap between management perception and service-quality specification

17. When Aaron went to his doctor for his annual checkup, he was asked to undergo a number of tests. Although the doctor assured Aaron that the tests were routine, Aaron thinks that the doctor is hiding a grave problem from him. What kind of a gap is apparent here?
    1. gap between perceived service and expected service
    2. gap between service delivery and external communications
    3. gap between service-quality specifications and service delivery
    4. gap between management perception and service-quality specification
    5. gap between consumer expectation and management perception

18. The most important determinant of service quality is                              which refers to the ability to perform the promised service dependably and accurately.
    1. empathy
    2. assurance
    3. responsiveness
    4. reliability
    5. tangibles

19. The customer service representatives at G.K.'s customer service center must know as much about the products as possible, so that they can help the customers solve their difficulties without sounding hesitant or unsure of themselves. Which of the following determinants of service quality are they being asked to demonstrate?
    1. responsiveness
    2. assurance
    3. empathy
    4. reliability
    5. tangibility

20. Josh gets his bike serviced at Dean's Garage even though there's another garage much closer home. He prefers Dean's because the work is usually done quickly and the staff try to solve the issues with the bike as soon as possible. Dean's Garage excels at which of the following five determinants of service quality?
    1. reliability
    2. responsiveness
    3. assurance
    4. empathy
    5. tangibles

21. The                        determinant of service quality refers to the knowledge and courtesy of employees and their ability to convey trust and confidence in the service they provide.
    1. conscientious
    2. assurance
    3. empathy
    4. reliability
    5. responsiveness

22. Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn the customers' names, and use the customers' names while interacting with them. Repeat customers should get special attention, and the team members should remember their preferences and habits. The manager is asking the team to be  .
    1. assuring
    2. candid
    3. empathetic
    4. reliable
    5. responsive

23. Gloria goes to the same bagel shop every morning because the workers there remember her name and know her order. They always make her feel welcome. The employees of this bagel shop excel at which of the following determinants of service quality?
    1. reliability
    2. responsiveness
    3. assurance
    4. empathy
    5. tangibles