MKT202_Slot 17_Chap14 Review

What is the definition of "service quality"?

• A performance that primarily focuses on cost-efficiency for the service provider.

• A high standard of performance that consistently meets or exceeds customer expectations.

• The ability of a service firm to provide unique, one-off experiences.

• A measure of how quickly a service can be delivered, regardless of customer satisfaction.

The "knowledge gap" in the Gaps Model refers to the difference between:

• What the company communicates and what the customer understands.

• What is actually delivered and what customers feel they have received.

• What senior management believes customers expect and what customers actually need and expect.

• Specified service standards and the service delivery teams’ actual performance.

To close the "knowledge gap," which of the following is a recommended suggestion?

• Standardising repetitive work tasks using advanced technology.

• Empowering managers and employees by pushing decision-making power down the organisation.

• Implementing an effective customer feedback system.

• Aligning incentives for sales teams to generate sales.

Which of the following accurately describes the "delivery gap" in the Gaps Model?

• The difference between what customers expect and their perception of the service received.

• The difference between management’s understanding of customer expectations and the service standards they set.

• The difference between specified service standards and the service delivery teams’ actual performance on these standards.

• The difference between what the company communicates and what the customer understands and experiences.

To close the "delivery gap," what is an important practice to develop employees?

• Reducing the complexity of tasks assigned to employees to minimise errors.

• Limiting employee training to only technical skills for efficiency.

• Training employees on the technical and soft skills needed to perform their tasks effectively.

• Centralising all decision-making to senior management to maintain control.

When attempting to close the "communications gap," what is a key recommendation regarding communication content?

• Always make aspirational promises to inspire customers, even if not fully achievable.

• Ensure that communications content sets realistic customer expectations.

• Only involve sales staff in face-to-face meetings with customers, excluding operations staff.

• Avoid pre-testing advertising or website content to save time and resources.

What is "Soft standards" in managing service quality?

• They are typically process activities and outcomes that can be counted or timed.

• They are always quantifiable through simple numerical measures.

• They cannot be easily observed, but typically collected by talking to customers.

• They are primarily used for internal performance benchmarking and not for customer feedback.

What are "hard standards" and measures of service quality primarily focused on?

• Gaining qualitative insights into customer perceptions and beliefs.

• Understanding the emotional responses of customers to service interactions.

• Process activities and outcomes that can be counted, timed, or measured.

• Employee morale and satisfaction levels within the service team.

Which of these is explicitly mentioned as a key customer feedback collection tool?

• Financial audits of operational expenditures.

• Competitive intelligence gathering from rival firms.

• Mystery shopping.

• Internal staff satisfaction surveys.

How can managers improve service productivity through a customer-driven approach by changing the timing of customer demand?

• By increasing prices during off-peak periods to discourage demand.

• By reducing the number of service staff during off-peak times.

• By encouraging customers to use service outside peak periods and offering them incentives.

• By limiting customer access to services during peak times only.