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Exam 12: Services Marketing

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Question 111

Multiple Choice

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Recent surveys of consumers have indicated that while customers of many services are interested in being "relationship customers," they require that the relationship be balanced in terms of

A) honesty,a lack of prejudice,and empathy.
B) loyalty,benefits,value,kinds of connections,and respect for privacy.
C) loyalty,honesty,and integrity.
D) financial benefits,product benefits,and preferential treatment.
E) financial benefits,product benefits,and personal benefits.

F) A) and D)
G) A) and C)

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Question 112

Multiple Choice

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Which of the following statements about service failures is most accurate?

A) Only 5 to 10 percent of dissatisfied customers choose to complain to the company.
B) Once customers complain,they expect all of their demands to be met.
C) Only 20 percent of consumers will give a company a second chance if they are not fully satisfied during the first encounter.
D) People are twice as likely to share good service experiences as bad experiences.
E) Monitoring social media websites causes unwarranted action since complaints are usually isolated instances and are not indicative of the actual service delivered.

F) All of the above
G) A) and B)

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Question 113

Multiple Choice

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Jack graduated from law school and took his mom to dinner after the ceremony.At the restaurant,the server filled their water glasses,checked on their table,and took care of their requests.Jack noted that the last time he was at this restaurant,the experience was much worse.This scenario illustrates the ________ of services.

When banks are closed,they can offer value to their customers through automatic teller machines (ATMs) .This self-service technology also comes with a downside since the ATMs are perceived as being less

Figure 12-6 -According to Figure 12-6 above,Box E represents which dimension of service quality?

Sarah has a backache due to overexertion.She believes a massage would loosen her back muscles and help her feel better.She is concerned because a massage,unlike a pair of shoes,cannot be experienced or seen before she buys it.Which characteristic of services is she concerned about?

Airlines feature load factor as a capacity management measure on their marketing dashboards,along with two other measures: the operating expense per available seat flown one mile and the revenue generated by each seat flown one mile,called

A major factor in developing a service marketing strategy is ________ because of the inseparability of services from the producer.

To reduce the uncertainty created by ________ properties,service consumers turn to personal sources of information such as opinion leaders,early adopters,and reference group members during the purchase decision process.

Sterile Feral,Inc. ,is a nonprofit organization that catches wild or stray cats,and then neuters,vaccinates,and releases them.Veterinarians are particularly impressed with how effectively and safely the organization performs its service each and every time.With which service quality dimension are veterinarians most impressed?

As a dimension of service quality,responsiveness is

Which of the following is high in experience properties?

Three categories for equipment-based services are

Services can be classified by their method of delivery.Services such as ATMs,taxis,and airlines are considered

The notion that a service organization must focus on its employees before successful programs can be directed at customers is referred to as

Many of the changes in the services industry in the future will be driven by which of these factors?