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| 1 | |
The décor of the Hard Rock Café is designed to show that this café will provide a memorable experience when patrons walk into the restaurant even before they sample any of the café's amenities. By providing evidence of the type of service that will be had prior to consumption, the Hard Rock Café is exhibiting __________ properties. |
| | A) | credence |
| | B) | tangibility |
| | C) | search |
| | D) | experience |
| | E) | evidence |
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| 2 | |
Framed diplomas on the wall are ways that physicians can try to deal with __________, one of the unique elements of service. |
| | A) | inflexibility |
| | B) | intangibility |
| | C) | inconsistency |
| | D) | inventory |
| | E) | incongruity |
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| 3 | |
Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. When she goes to make her appointment, she examines the training certificates on the wall, and she carefully reads a brochure that contains testimonials of satisfied customers. The use of certificates of training and customer testimonials is one way the service provider is trying to deal with the service characteristic of: |
| | A) | incongruity. |
| | B) | inconsistency. |
| | C) | inventory costs. |
| | D) | inseparability. |
| | E) | intangibility. |
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| 4 | |
Inseparability in services means: |
| | A) | consumers see little variation from one service provider in an industry to another. |
| | B) | consumers are unable to differentiate price from quality. |
| | C) | consumers cannot evaluate a service until it is being utilized. |
| | D) | consumers cannot separate the service from the deliverer of the service. |
| | E) | all of the above. |
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| 5 | |
The __________ cost of a service is the cost of paying the person used to provide the service along with any needed equipment. |
| | A) | intangibility |
| | B) | inconsistency |
| | C) | inseparability |
| | D) | inventory |
| | E) | hidden |
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| 6 | |
A nutritional counselor has a morning in which she has no scheduled appointments but during which she plans on being available in her office. Which unique element of service best describes what it happening in this service example? |
| | A) | idle production capacity |
| | B) | the tangible nature of service |
| | C) | the separability of service provider and consumer |
| | D) | an equipment-based service |
| | E) | the incongruous relationship between service provider and service receiver |
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| 7 | |
Which of the following is the best example of a people-based service? |
| | A) | movie theaters |
| | B) | airlines |
| | C) | appliance repair |
| | D) | vending machines |
| | E) | taxis |
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| 8 | |
Which of the following is the best example of an equipment-based service? |
| | A) | teacher |
| | B) | speech therapist |
| | C) | security service |
| | D) | nutritionist |
| | E) | wedding consultant |
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| 9 | |
Which of the following organizations is a service provider? |
| | A) | the local fire department |
| | B) | a utility company |
| | C) | a dentist |
| | D) | the Salvation Army |
| | E) | all of the above |
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| 10 | |
One of the primary differences between tangible goods and services involves the consumer's ability to make prepurchase evaluations. For example, consumers can quite easily make comparisons and evaluations of clothing, automobiles, and appliances before making a purchase. On the other hand, consumers can evaluate services such as restaurants, beauty salons, and laundromats only during or after the purchase. Indeed, tangible products have __________ properties, while services have __________ properties. |
| | A) | consistent; inconsistent |
| | B) | search; experience |
| | C) | inconsistent; consistent |
| | D) | experience; search |
| | E) | consistent; search |
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| 11 | |
Which of the following products have high experience properties? |
| | A) | a pair of athletic shoes |
| | B) | dog collar |
| | C) | surgery to remove a polyp |
| | D) | a massage |
| | E) | all of the above |
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| 12 | |
The two basic components of a customer's evaluation of services are: |
| | A) | expectations and customer contact. |
| | B) | expectations and actual experience. |
| | C) | intangibility and inconsistency. |
| | D) | experience and credence. |
| | E) | inconsistency and inseparability. |
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| 13 | |
Hailey was planning on giving her mother a weekend trip to a local spa. When Hailey went to look at the facility she had selected, she saw dirty towels laying on equipment and half-eaten food on a counter. Which service quality dimension caused Hailey to decide to get her mother a different gift? |
| | A) | assurance |
| | B) | tangibles |
| | C) | reliability |
| | D) | responsiveness |
| | E) | empathy |
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| 14 | |
When the women asked, "Are you sure the driver of this limousine knows where he is supposed to be taking me?" she was expressing concern about which service quality dimension? |
| | A) | assurance |
| | B) | tangibles |
| | C) | reliability |
| | D) | responsiveness |
| | E) | empathy |
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| 15 | |
The dimension of service quality called _____ is caring and individualized attention provided customers. |
| | A) | assurance |
| | B) | reliability |
| | C) | responsiveness |
| | D) | empathy |
| | E) | sympathy |
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| 16 | |
Gap analysis is the: |
| | A) | points in the service process when there is no contact between service provider and consumer. |
| | B) | measure of difference between tangible and intangible. |
| | C) | difference between forecasted service demand and requested service supply. |
| | D) | countermeasure used to implement improvements in the service quality dimensions. |
| | E) | difference between the customer's expectations and experience. |
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| 17 | |
The customer contact audit: |
| | A) | looks like a perceptual map. |
| | B) | resembles an inverted pyramid in shape. |
| | C) | is actually a flowchart. |
| | D) | is a matrix that compares people-based and equipment-based services with levels of tangibilities. |
| | E) | is a continuum that starts with no contact like an ATM and goes to complete contact like with a physician. |
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| 18 | |
Edinberry's, a restaurant in located in south Texas, offers a variety of foods and entertainment opportunities to its customers. The restaurant is famous for fine steaks, spicy chili, exceptional barbecue and outstanding customer service. In order to maintain the restaurant's reputation for putting the needs of the customer first, the marketing manager at Edinberry's has developed marketing activities that are directed at the waiters and waitresses. These marketing activities are an example of __________ and are designed to help the restaurant employees to develop a market-orientation. |
| | A) | internal marketing |
| | B) | employee development |
| | C) | service marketing |
| | D) | product development |
| | E) | marketing development |
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| 19 | |
In services, pricing plays two major roles. The two roles are to affect consumer perceptions and to: |
| | A) | be used in capacity management. |
| | B) | increase the number of service encounters. |
| | C) | maintain a socially responsible objective. |
| | D) | determine competitors' reactions proactively. |
| | E) | eliminate service gaps. |
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| 20 | |
Setting different prices during different times of the day or days of the week to reflect variations in demand for the service is called: |
| | A) | off-peak pricing. |
| | B) | idle production capacity pricing. |
| | C) | customer contact audit pricing. |
| | D) | differential value pricing. |
| | E) | capacity inventory pricing. |
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