Services Marketing And Customer Ch11 Test Bank Docx

Chapter 11: Services marketing and customer experience management

Test Bank

Type: multiple choice question

Title: Chapter 11 Question 01

1) Once a train pulls out of a station, or an aeroplane takes off or a film starts, those seats are lost and can never be sold. Services are manufactured and consumed simultaneously; they cannot be stored either prior to or after the service encounter. This aspect of services is referred to as:

a. Variability

b. Intangibility

c. Perishability

d. Inseparability

Type: multiple choice question

Title: Chapter 11 Question 02

2) Using this GAPS approach five different dimensions of service quality have been established. These are:

a. Reliability, responsiveness, assurance, tangibles, intangibility.

1. Reliability—the accuracy and dependability of repeated performances of service delivery.

2. Responsiveness—the helpfulness and willingness of staff to provide prompt service.

3. Assurance—the courtesy, confidence, and competence of employees.

4. Empathy—the ease and individualized care shown towards customers.

5. Tangibles—the appearance of employees, the physical location and any facilities and equipment, and the communication materials.

b. Reliability, responsiveness, assurance, empathy, tangibles

1. Reliability—the accuracy and dependability of repeated performances of service delivery.

2. Responsiveness—the helpfulness and willingness of staff to provide prompt service.

3. Assurance—the courtesy, confidence, and competence of employees.

4. Empathy—the ease and individualized care shown towards customers.

5. Tangibles—the appearance of employees, the physical location and any facilities and equipment, and the communication materials.

c. Reliability, responsiveness, empathy, tangibles, lack of ownership.

1. Reliability—the accuracy and dependability of repeated performances of service delivery.

2. Responsiveness—the helpfulness and willingness of staff to provide prompt service.

3. Assurance—the courtesy, confidence, and competence of employees.

4. Empathy—the ease and individualized care shown towards customers.

5. Tangibles—the appearance of employees, the physical location and any facilities and equipment, and the communication materials.

d. Perishability, reliability, responsiveness, empathy, tangibles.

1. Reliability—the accuracy and dependability of repeated performances of service delivery.

2. Responsiveness—the helpfulness and willingness of staff to provide prompt service.

3. Assurance—the courtesy, confidence, and competence of employees.

4. Empathy—the ease and individualized care shown towards customers.

5. Tangibles—the appearance of employees, the physical location and any facilities and equipment, and the communication materials.

Type: multiple choice question

Title: Chapter 11 Question 03

3) __________ is based on the principle that there is a history of exchanges and an expectation that there will be exchanges in the future. The perspective is long-term, envisioning a form of loyalty or continued attachment by the buyer to the seller.

a. Market exchange

b. Market interaction

c. Relationship marketing

d. Service marketing

Type: multiple choice question

Title: Chapter 11 Question 04

4) Properties, which relate to those service characteristics that even after purchase and consumption customers find difficult to evaluate, are called:

a. Credence.

b. Experience.

c. Search.

d. Brand.

Type: multiple choice question

Title: Chapter 11 Question 05

5) An event that occurs when a customer interacts directly with a service is called:

a. Service recovery.

b. Service encounter.

c. Service quality.

d. Service failure.

Type: multiple choice question

Title: Chapter 11 Question 06

6) Services are consumed at the point they are produced. In other words, service delivery cannot be separated or split out of service provision or service consumption. This is referred to as:

a. Variability.

b. Inseparability.

c. Lack of ownership.

d. Intangibility.

services, and to vary.

Type: multiple choice question

Title: Chapter 11 Question 07

7) A series of sequential actions that lead to predetermined outcomes when a service is performed correctly are called:

a. Service processes.

b. Service failure.

c. Service recovery.

d. Service quality.

Type: multiple choice question

Title: Chapter 11 Question 08

8) The gap between service quality specifications and service delivery is referred as:

a. GAP 1

b. GAP 5

c. GAP 2

d. GAP 3

Type: multiple choice question

Title: Chapter 11- Question 09

9) Where there is no prior history of exchange and no future exchanges are expected between a buyer and seller, this is referred to as:

a. Market exchanges.

b. Collaborative exchanges

c. Service performance

d. Tangibility

Type: multiple choice question

Title: Chapter 11 Question 10

10) Train service operators may think that customers want places to store bags whereas they actually want a seat in a comfortable, safe environment. This is a good example of:

a. GAP 3: the gap between service-quality specifications and service delivery.

b. GAP 1: the gap between the customer’s expectations and management perception.

c. GAP 4: the gap between service delivery and external communications.

d. GAP 2: the gap between management perception and service-quality specification.

Type: true-false

Title: Chapter 11 Question 11

11) Trust is a key feature of personal, intra-organizational, and inter-organizational relationships, and is necessary for their continuation. Trust is a means of reducing uncertainty in order for effective relationships to develop.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 12

12) Perceived risk is concerned with the expectation of loss and is, therefore, tied closely with organizational performance.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 13

13) Commitment is important because it implies a desire that a relationship continues and is strengthened because it is of value.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 14

14) Perceived value leads to an improved return on investment and hence profitability.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 15

15) The three major outcomes from the development of relationship trust are satisfaction, reduced perceived risk, and collaboration.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 16

16) Service processes are a series of sequential actions that lead to predetermined outcomes when a service is performed correctly.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 17

17) Service expectations are a measure of the extent to which a service experience exceeds customers’ expectations.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 18

18) Entertainment realm occurs when an individual views a performance, listens to music, or reads for pleasure. The experience is absorbed passively.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 19

19) Commitment and trust are the key mediating variables (KMV) in building a relationship.

a. True

b. False

Type: true-false

Title: Chapter 11 Question 20

20) The perceived value of a relationship can be more important than trust when building customer satisfaction.

a. True

b. False

Type: multiple choice question

Title: Chapter 11- Question 21

21) This is a measure of the extent to which a service experience exceeds customers’ expectations:

a. Service satisfaction.

b. Service quality.

c. Service failure.

d. Service encounter.

Type: multiple choice question

Title: Chapter 11 Question 22

22) Cumby and Barnes (1998) provide a useful insight into what contributes to customer satisfaction. Which of the following is not associated with customer satisfaction?

a. Creative cognitive experience

• Core product/service—the bundle of attributes, features, and benefits that must reach competitive levels if a relationship is to develop.

• Support services and systems—the quality of services and systems used to support the core product/service.

• Technical performance—the synchronization of the core product/services with the support infrastructure to deliver on the promise.

• Elements of customer interaction—the quality of customer care demonstrated through face-to-face and technology-mediated communications.

• Affective dimensions of services—the subtle and non-core interactions that say something about the way the organization feels about the customer.

b. Core product/service

• Core product/service—the bundle of attributes, features, and benefits that must reach competitive levels if a relationship is to develop.

• Support services and systems—the quality of services and systems used to support the core product/service.

• Technical performance—the synchronization of the core product/services with the support infrastructure to deliver on the promise.

• Elements of customer interaction—the quality of customer care demonstrated through face-to-face and technology-mediated communications.

• Affective dimensions of services—the subtle and non-core interactions that say something about the way the organization feels about the customer.

c. Affective dimensions of services.

• Core product/service—the bundle of attributes, features, and benefits that must reach competitive levels if a relationship is to develop.

• Support services and systems—the quality of services and systems used to support the core product/service.

• Technical performance—the synchronization of the core product/services with the support infrastructure to deliver on the promise.

• Elements of customer interaction—the quality of customer care demonstrated through face-to-face and technology-mediated communications.

• Affective dimensions of services—the subtle and non-core interactions that say something about the way the organization feels about the customer.

d. Elements of customer interaction

• Core product/service—the bundle of attributes, features, and benefits that must reach competitive levels if a relationship is to develop.

• Support services and systems—the quality of services and systems used to support the core product/service.

• Technical performance—the synchronization of the core product/services with the support infrastructure to deliver on the promise.

• Elements of customer interaction—the quality of customer care demonstrated through face-to-face and technology-mediated communications.

• Affective dimensions of services—the subtle and non-core interactions that say something about the way the organization feels about the customer.

Type: multiple choice question

Title: Chapter 11 Question 23

23) Which of the following is not one of the four distinct realms of experience?

a. Enthusiastic

b. Entertainment

c. Aesthetic

d. Educational

Type: multiple choice question

Title: Chapter 11 Question 24

24) Software repairs and television and radio entertainment are good examples of:

a. High-contact services.

b. Medium-contact services.

c. Service quality.

d. Low-contact services.

Type: multiple choice question

Title: Chapter 11 Question 25

25) The development of customer experience marketing has been built on evolving ideas concerning:

a. Service encounters, perceived value, service recovery, and customer satisfaction.

b. Service encounters, perceived value, relationship marketing, and customer satisfaction.

c. Service encounters, perceived value, relationship marketing, and building facilities.

d. Service encounters, perceived value, relationship marketing, and customer retention.