Service Marketing

“I expect this restaurant to serve me in an adequate manner”, what level of expectation is this?

• Minimum tolerable expectation

• Experience-based norms

• Acceptable expectations

• Ideal expectations or desires

Answer explanation

The phrase "serve me in an adequate manner" indicates a basic level of service that is satisfactory but not exceptional, aligning with acceptable expectations rather than minimum tolerable or ideal expectations.

“I expect terrible service from this restaurant but because the price is low”, what level of expectation is this?

• Acceptable expectations

• Minimum tolerable expectations

• Normative expectations

• Experience-based expectation

Answer explanation

The statement reflects a low level of expectation due to the low price, indicating that the service is only expected to be minimally acceptable. This aligns with minimum tolerable expectations, where one anticipates poor service.

A consumers who sign up for a computer dating app service expect to find compatible, attractive, interesting people and perhaps even someone to marry is an example of…

• Adequate service

• Desired service

• Zone of tolerance

• Predicted service

Answer explanation

The consumers' expectations of finding compatible and interesting people represent their 'desired service.' This is what they hope to receive from the dating app, distinguishing it from adequate or predicted service.

Personal emergency situations in which service is urgently need (such as an accident and the need for car insurance or a breakdown in office equipment during busy period) is an example of what kind of adequate service.

• Predicted service

• Temporary service intensifiers

• Customer self-perceived

• Situational factors

Answer explanation

Temporary service intensifiers refer to urgent situations requiring immediate service, like accidents or equipment breakdowns. These scenarios highlight the need for prompt assistance, making this the correct choice.

These are personal and non-personal statements about the service made by the organization to customers.

• Past experience

• Implicit service promises

• Word-of-mouth

• Explicit service promises

Answer explanation

Explicit service promises are clear statements made by the organization about the service, directly addressing customer expectations. They differ from implicit promises, which are more subtle and based on past experiences or word-of-mouth.

These quality cues are dominated by price and the more impressive the tangibles, the more a customer will expect from the service.

• Implicit service promises

• Past experience

• Explicit service promises

• Word-of-mouth

Answer explanation

Implicit service promises refer to the expectations set by the quality cues, such as price and tangibles. When these cues are impressive, customers anticipate a higher level of service, aligning with the concept of implicit promises.

Which of the following must be used for explicit service promises?

• Make realistic and accurate promises

• Ask the contact people for feedback

• Avoid engaging in price or advertising wars with competitors

• All of the above

Answer explanation

All options are essential for making explicit service promises. Realistic promises build trust, feedback improves service, and avoiding price wars maintains brand integrity. Thus, 'All of the above' is the correct choice.

Which of the following strategy must be used for perceived service alternatives?

• Be fully aware of competitive offerings and where possible and appropriate, match them

• Educate customers on ways the service addresses their needs

• Educate customers to understand their roles and perform them better.

• None of the above

Answer explanation

The correct strategy is to be fully aware of competitive offerings and match them when appropriate. This ensures that the service remains relevant and competitive in the eyes of customers, addressing their perceived alternatives.

Which of the following strategy must be used for situational factors?

• Use marketing research to profile customer’s previous experience with similar services

• Use service guaranteed to assure customers about service recovery

• Tell customer when service provision is higher than what can normally be expected so that predictions of future service encounters will not be inflated.

• None of the above

Answer explanation

Using a service guarantee is crucial for addressing situational factors, as it reassures customers about service recovery, enhancing their confidence and satisfaction in case of service failures.

How does a service company stay ahead of competition in meeting customer expectations?

• Stay alert to the need for service increases to meet or beat competition

• Under-promise and over deliver

• Position unusual service as unique rather than the standard

• None of the above

Answer explanation

Staying alert to service needs allows a company to adapt and enhance offerings, ensuring they meet or exceed customer expectations and remain competitive. This proactive approach is essential for success in a dynamic market.