SM Chapter03

Which of the following is NOT a stage in the service consumption process?

• Pre-purchase stage

• Service encounter stage

• Post-purchase stage

• Product development stage

In services marketing, the primary goal of understanding consumer behavior is to:

• Reduce advertising budgets

• Enhance product packaging

• Improve service design and delivery

• Eliminate human contact

Which of these is an organizational consumer of services?

• A family booking a vacation

• A student attending a workshop

• A company hiring a consulting firm

• A patient visiting a doctor

The SERVQUAL model measures service quality based on:

• Marketing expenditure

• Tangibles and price sensitivity

• Gap between expectations and perceptions

• Employee turnover

Which of the following is NOT a dimension of SERVQUAL?

• Reliability

• Responsiveness

• Convenience

• Assurance

The first step in service recovery is:

• Offering refund

• Listening to the customer

• Denying the mistake

• Providing coupons

The GAP Model of service quality identifies:

• Gaps between advertising and actual service

• Gaps between different service products

• Gaps between customer expectations and perceptions

• Gaps in technological development

Which GAP in the GAP Model is created when management misinterprets customer expectations?

• Gap 1

• Gap 2

• Gap 3

• Gap 5

The 'Critical Incident Technique' is used to:

• Forecast sales

• Identify service brand values

• Analyze specific customer service encounters

• Evaluate employee KPIs

A major constraint in service capacity is:

• Fixed inventory

• Customer disloyalty

• Limited time and labor resources

• Low social media reach