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Exam 13: Services: the Intangible Product

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Question 61

Multiple Choice

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When marketers state that services are __________, they are referring to the fact that services are produced and consumed at the same time.

A) intangible
B) inseparable
C) variable
D) perishable
E) peripheral

F) A) and D)
G) A) and E)

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Question 62

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One use of marketing research is to provide an effective means to understand consumers' service expectations and their perceptions of service quality.

A) True
B) False

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Question 63

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Procedural fairness pertains to a customer's perception of the benefits received compared to the costs of the inconvenience or loss.

An excellent, inexpensive, and readily accessible method for assessing customers' service expectations is

Sam was called in to meet with his boss, Tricia. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Tricia explained that he had handled the situation well, listening to the customer and finding a fair solution. Tricia commented, "Even more importantly, working the way you did to correct the error could result in __________."

The school Brenda attends has an advising and registration day when students go to a large hall to sign up for classes. The school Taylor attends assigns each student to an individual faculty member who advises each student through their course of study. Taylor's school is emphasizing which of the five dimensions of service quality?

Services marketing managers have learned that more employees will support a quality-oriented process if

The Gaps model allows systematic examination of all aspects of the product creation process.

Randall arrived at the hotel to find that, although he had a guaranteed reservation, the hotel had no rooms available. He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates. Randall was upset because, in his opinion, the hotel's solution did not incorporate

Explain the concepts of emotional support and instrumental support. When are they important?

When visiting a museum, you would expect to find knowledgeable museum guides who would be able to give you historical information on the museum's collections and special exhibitions. If you did not find any trained museum guides to assist you, then the museum has what type of gap? Explain why you chose your answer.

A(n) __________ gap exists when a firm knows what it needs to do to meet customers' service expectations but sometimes fails to do it.

__________ refers to the perceived fairness of the process with which a firm handles customer complaints.

Which of the following is NOT a recommended strategy for service recovery?

One of the reasons service failures need to be addressed quickly is to

Many product-dominant firms use quality service

Firms that primarily sell products view service as a method to maintain a sustainable competitive advantage.

What does it mean to say that a service is perishable? Name three services that would be considered perishable.

Customers have a defined __________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.

Martha had several unpleasant experiences trying to find the merchandise she needed at a large lumber yard and hardware store. The employees-when she could find them-rarely seemed to know where anything was outside of their own departments. But on her most recent visit, she was pleasantly surprised to find that the store had installed kiosks where she could get directions quickly and accurately. The store had found a technological solution to the services marketing issue of