Missouri State University, Springfield

MKT 772

Chapter 12 -Managing Services and Customer Service

True/Questions

1)A service is any act or performance that one party can offer another that is essentially intangible and does not result in the ownership of anything.

 

 

2. Services that focus on people generally require the customer’s physical presence or interactivity.

 

 

3. Service facilities can be conceptualized as comprising both interior and exterior.

 

 

4. According to the text, service software is the physical goods that are typically required to provide services.

 

 

5. Variability is a natural consequence of significant human involvement in many service delivery systems.

 

 

6. Reliability is mentioned in the text as the most important variable impacting perceived quality.

 

 

7. The ability to perform the promised service dependably and accurately is the key variable referred to as reliability.

 

 

8. According to the text, assurance is the willingness to help customers and provide prompt service.

 

 

9. Empathy is mentioned in the text as provision for caring, individualized attention to customers.

 

 

10. Data provided in response to customers’ questions and in anticipation of their needs is the supplementary service element referred to as information.

 

 

11. Order-taking is the supplementary service element that refers to the requests for payment.

 

 

12. Pre-purchase customer service is conceptualized as those activities that help prepare the customer for the purchase decision.

 

 

13. Methods of delivering pre-purchase customer service include installation, spare parts availability, and traditional technical service departments in many manufacturing companies.

 

 

14. Hospitality is the dimension of service that describes consideration and courtesy in attending to customer needs.

 

15. Order-taking is the dimension of service that describes the dialogue to probe customer requirements and develop tailored solutions.

 

 

Multiple Choice Questions

 

16. A                                   is any act or performance that one party can offer another that is essentially intangible and does not result in the ownership of anything.

a.) product b.) price

c.) service

d.) promotion

 

17. According to the text, in developed countries,                                     now accounts for upward of 70 percent of both employment and GDP.

a.) manufacturing b.) agriculture

c.) services

d.) coal mining

 

18. All of the following are mentioned in the text as factors that have led to growth in private-sector services in recent years EXCEPT:

a.) Insourcing

b.) Deregulation c.) Franchising d.) Globalization

 

19. According to the text, deregulation has led to easier market entry in all of the following industries EXCEPT:

a.) Financial services. b.) Transportation.

c.) Telecommunications.

d.) Automobile manufacturing

 

20. Which of the following is NOT a factor that makes services significantly different from products? a.) Intangibility

b.) Inseparability c.) Variability

d.) Technology

 

21. All of the following are mentioned in the text as factors that differentiate services from products EXCEPT:

a.) Validity

b.) Perishability c.) Divisibility d.) Acquisition

 

22. Which of the following is NOT a tangible element of a service used by customers to anticipate the experience and form their expectations?

a.) Service facilities b.) Service equipment

c.) Service software

d.) Service personnel

23. Service     facilities     can     be    conceptualized   as     comprising     both    a(n)                                a(n)                                  .

a.) interior and exterior

b.) strong and weak c.) high and low

d.) expensive and inexpensive

 

and

 

24. According to the text,                                       is the physical goods typically required to provide services.

a.) service facilities

b.) service equipment

c.) service software d.) service personnel

 

25. Which of the following phrases describes the point at which a customer is either satisfied or dissatisfied?

a.) ”Moment of Guarantee”

b.) ”Moment of Commitment” c.) “Moment of Truth” d.) ”Moment of Inseparability”

 

26. According to the text, conditions under which service guarantees have maximum impact include all of the following EXCEPT:

a.) When the price of the service is low

b.) When the customer’s ego is involved

c.) When the customer has little experience with the service d.) When failure has significant negative consequences

 

27.                                          is a natural consequence of significant human involvement in many service delivery systems.

a.) Validity

b.) Variability

c.) Compatibility d.) Flexibility

 

28. The major method of reducing service                                      is appropriate attention to employee selection and training.

a.) validity

b.) variability

c.) compatibility d.) flexibility

 

29. Which of the following is not one of the key variables that influence perceived service quality according to SERVQUAL?

a.) Responsiveness b.) Assurance

c.) Empathy

d.) Self-efficacy

 

30. The ability to perform the promised service dependably and accurately is the key variable referred to as                                               .

a.) responsiveness b.) assurance

c.) empathy

d.) reliability

31. According to the text,                                      is the willingness to help customers and provide prompt service.

a.) responsiveness

b.) assurance c.) empathy d.) reliability

 

32. Knowledge and courtesy of employees and ability to convey trust and confidence is the key variable referred to as                                                     .

a.) responsiveness

b.) assurance

c.) empathy d.) reliability

 

33. According to the text,                                          is provision of caring, individualized attention to customers.

a.) responsiveness b.) assurance

c.) empathy

d.) reliability

 

34. Appearance of physical facilities, equipment, personnel, and communication materials is the key variable referred to as                                                     .

a.) assurance b.) empathy c.) reliability

d.) tangibles

 

35. Which of the following is NOT mentioned in the text as a supplementary element that supports a firm’s core product or service?

a.) Information b.) Consultation

c.) Culture

d.) Order-taking

 

36. According to the text, data provided in response to customers’ questions and in anticipation of their needs is the supplementary service element referred to as                                                  .

a.) information

b.) consultation c.) order-taking d.) hospitality

 

37.                                        is the supplementary service element that refers to dialogue probing customer requirements and developing a tailored solution for the customer.

a.) Information

b.) Consultation

c.) Order-taking d.) Hospitality

 

38. Accepting applications, orders, and reservations is the supplementary service element referred to as

                                     . a.)   information b.) consultation

c.) order-taking

d.) hospitality

39. Which of the following supplementary service elements refers to consideration and courtesy in attending to customer needs?

a.) Information b.) Consultation c.) Order-taking

d.) Hospitality

 

40. The supplementary service element that lies outside the routine of normal service delivery is referred to as                                                                .

a.) consultation b.) order-taking c.) hospitality

d.) exceptions

 

41. According to the text, which of the following supplementary service elements refers to the requests for payment?

a.) Information b.) Consultation

c.) Billing

d.) Order-taking

 

42. The supplementary service element that refers to action taken to pay the bill is referred to as

                                     .

a.) payment

b.) information c.) consultation d.) order-taking

 

43.                                        customer service is conceptualized as those activities that help prepare the customer for the purchase decision.

a.) Pre-purchase

b.) Post-purchase

c.) Horizontal purchase d.) Vertical purchase

 

44. Activities that fulfill the                                        customer service function are the various forms of promotion designed to provide product and location information to the customer and personal selling.

a.) pre-purchase

b.) post-purchase

c.) horizontal purchase d.) vertical purchase

 

45.                                        customer service helps the customer use the product and deals with any problems or complaints that may occur.

a.) Pre-purchase

b.) Post-purchase

c.) Horizontal purchase d.) Vertical purchase

 

46. Methods of delivering                                       customer service include installation, spare parts availability, and traditional technical service departments in many manufacturing companies.

a.) pre-purchase

b.) post-purchase

c.) horizontal purchase d.) vertical purchase