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Exam 2: Conceptual Framework of the Book: The GAPS Model of Service Quality

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Question 1

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Provider gap 1 is widened when the service provider promises delivery on Monday when in fact there is no way the service provider can deliver until the following Thursday.

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B) False

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Question 2

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What is the central focus of the gaps model of service quality?

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Question 3

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Telepizza S.A.is a Spanish pizza restaurant chain that offers children membership in its magic club.The magic club gives its members small prizes,usually simple magic tricks,with each order their parents place.Telepizza has 65 percent of the Spanish market as a result of using _____ marketing.

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.

Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing.

A national cleaning service sent several crews to Florida after the hurricanes of 2004.The crews were trained to deal with mud,mildew and all the problems of making a flooded home or building inhabitable again.The print and media ads that the cleaning service ran stated that the company had a patented system that would remove all unpleasant odors from flooded structures and leave a clean smell.Its sales reps who contacted owners of apartment complexes and shopping centers promised that the crews could come into an average size of apartment complex and have it looking and smelling like new in two weeks.Several people who rent apartments in the complexes that the service cleaned have commented unfavorably on the sweet smelling air freshener the company used to mask the smell and noted the moldy odor was still perceptible.Also,the time required to clean a complex was more like four weeks instead of the two as promised.Which provider gap does this example describe? List various strategies that can be used to narrow and possibly eliminate this provider gap.

Service companies can close provider gap 2 by doing all of the following EXCEPT:

Enterprise Rent-A-Car closely ties customer service to employee success.With a tracking system called the Enterprise Service Quality Index (ESQi) ,the company routinely follows up with customers by phone to determine their level of satisfaction with the company.Only completely satisfied customers count toward an employee ESQi score,which is used to measure employee's potential for promotion.Enterprise closes provider _____ by using marketing research.

When the toddler's ball rolled under the motel bed,his mother was surprised to find a dirty sock and used crumbled tissues under the bed also.This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider _____ of the gaps model of service quality.

The central focus of the gaps model of service quality is the:

Customer _____ are the standards for performance against which service experiences are compared.

Provider _____ is the difference between customer expectations of service and company understanding of those expectations.

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.

Jiffy Lube,a franchiser of 10-minute oil 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.

Ad puffery such as "The Best Pizza in the State" could lead to provider gap 4.

The sources of customer expectations are market-controlled factors such as:

The New York Palace,an upscale hotel in New York City,synchronizes demand and hotel capacity by offering an attractively priced weekend package during the fall when demand for its rooms slows down.In addition to having a luxury-filled weekend at the New York Palace for $219 per night,guests enjoy very select privileges from Saks Fifth Avenue.Its weekend package provides a personal shopping coordinator,complimentary gift wrap and package delivery to the hotel,individual beauty consultation and a 10 percent Saks discount.The New York Palace's weekend package closes provider ____ of the gaps model of service quality.

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.

FedEx developed a 12-item statistical Service Quality Indicator to measure customer satisfaction and service quality.The index is comprised of customer-defined performance standards such as number of missed pick-ups,number of lost packages and number of late deliveries.Each of the performance standards is weighted based on the relative importance of each standard to customers.By developing a Service Quality Indicator that incorporates customer-defined performance standards,FedEx is closing provider _____ of the gaps model of service quality.

One of the major difficulties associated with provider gap 4 is that communications to consumers typically involve issues that cross organizational boundaries.