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WorksheetsMIDTERM EXAM - SERVICE MARKETING
Total questions: 40
Worksheet time: 40mins
“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
“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
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
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
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
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
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
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
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
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
Refers to the beliefs about customer service delivery that serve as standards or reference points against which performance is judged.
Customer expectations
Customer delight
Customer service
Customer perception
Which of the following refers to the customer’s judgment of overall excellence of the service provided in relation to the quality that was expected?
Product quality
Customer satisfaction
Service quality
Customer desire
In an Airline industry, how do customer judge the service quality in terms of responsiveness?
Accessible, no waiting, responds to request
Prompt and speedy system ticketing, inflight baggage handling
Quick website with easy access and no down time
Returns phone calls, adapt to changes
Which of the following refers to the business customers, suppliers, partners and end consumers?
Internal Customers
External Customers
Cold Customers
Warm Customers
The service quality assessments are formed on judgments of the following, except.
Environment quality
Interaction quality
Physical environment quality
Interaction quality
Which of the following SERVQUAL attributes describes empathy?
Maintaining error-free records
Visually appealing materials associated with the service
Prompt service to customers
Giving customers individual attention
Which of the following service encounter can occur without any direct human contact?
Phone encounters
Remote encounters
Face to face encounters
None of the above
Which of the following refers to face to face encounters?
Tone of voice and efficiency in handling customers issues for judging quality
Both verbal and non-verbal behaviors are important determinants of quality
Tangible evidence of the service for judging quality
Both A and C
Which of the following refers to the employee response to customer needs and request?
Spontaneity
Recovery
Coping
Adaptability
In general service behaviors on Service encounter themes, what you should do in coping?
Listen, explain, let go of the customer
Anticipate needs, be attentive, provide information
Adjust the system, explain rules and policies
Lay out options, take responsibility, apologize
In general service behaviors on Service encounter themes, what you don’t do in recovery?
Laugh at the customer
Downgrade
Steal from customers
Let customers dissatisfaction affect others
Refers to a exploratory and preliminary and are conducted to clarify problem definition, prepare for more formal research or gain insight when more formal research is not necessary.
Quantitative research
Qualitative research
Marketing research
Service research
Designed to describe the nature attitudes or behavior of customers empirically and to test hypotheses that a service markets wants to examine.
Quantitative research
Qualitative research
Marketing research
Service research
A composite of separate research studies and type needed to address research objectives and execute an overall measurement strategy.
Service research program
Marketing research program
Service marketing program
None of the above
This is estimated using statistical procedures of correlation and regression analysis, which show the relative contribution of questionnaire items or requirements to overall service quality.
Direct importance measure
Indirect importance measure
Priority measures
None of the above
It’s a set of approaches that allows researchers to observe consumption behavior in natural settings.
Market-oriented ethnography
Process checkpoint evaluations
Service research program
None of the above
They deliver objective assessments about service performance by completing questionnaire’s about service standards or in other cases, open ended question that have a qualitative feel to them.
Impulse shoppers
Mystery shoppers
Loyal customers
Indecisive shoppers
Which of the following were being evaluated on standards to the servers?
Receive correct change
Correct order received
Acknowledged pleasantly
All of the above
The _____ should specify the mechanism by which customer data will be used it also actionable, timely, specific and credible.
Marketing plan
Research plan
Financial plan
All of the above
Which of the following are common research objectives in services?
To assess overall company performance compared with of competition
To assess gaps between customers’ expectations and perceptions
Both A and B
None of the above
The first step in designing service marketing research is defining problem and research objectives.
True
False
Behavioral intentions are willingness to recommend the service to others repurchase.
True
False
Lost customer research is not similar to exit interviews with employees.
True
False
Delighting customers comes with extra effort and cost to the firm.
True
False
Having the reserved room available, meeting deadlines, showing up for meetings, delivering the core service are examples of honouring promises.
True
False
Stipulate word of mouth in advertising by using testimonials and opinion leaders.
True
False
Knowing what customer expects, being wrong can even mean surviving in a fiercely competitive market.
True
False
The expectation reflects the hopes and wished of the consumers.
True
False
If service drops below adequate service- customers will be very pleased and probably quite surprised as well.
True
False
Zone of tolerance is the extent to which customers recognize and are willing to accept the variation.
True
False
