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Exam 4: Customer Expectations of Service

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Question 1

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What two factors influencing customers' desired and predicted expectations can the service provider control?

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Explicit service pro...

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Question 2

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The radio ads for the Kia automobile dealership promises that the prices on its cars is lowest in the Memphis area. Categorize these ads as a source of customers' desired and predicted service expectations.

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They are e...

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Question 3

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_____ are individual, stable factors that lead consumers to a heightened sensitivity to service.

Discuss service quality as a competitive advantage for a service provider.

Leonard has been commuting to New York City on the Long Island Railroad for ten years. Every morning he takes the 7:00 a.m. train that is scheduled to arrive in New York at 8:15 a.m. from Huntington, a suburb of New York. Although Leonard would like the train to arrive in New York on time, he knows from his experience as a commuter that it is more likely the train will be 5 minutes late. Leonard's expectation that his train will be 5 minutes late reflects his _____ level of service for the Long Island Railroad.

What is a consumer's "wished for" level of performance?

The _____ is the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers.

A friend of yours plans on opening a home cleaning service. She has decided to "delight" her customers to gain a competitive advantage over her similar services. For example, while other cleaning crews vacuum, dust and mop, she will have her employees do extras like cleaning the fireplace, washing clothes and bathing pets. She believes these extra services on top of what customers expect will guarantee her success. What information can you provide her with that may help her develop a profitable business?

Before going out to dinner with her husband at Formia Ristorante, a contemporary Italian restaurant in New Jersey, Jennifer read a review of Formia in the local newspaper. The review indicated Formia is an unpretentious and unassuming, but exceptionally fine, contemporary Italian restaurant. Five servers who are under the owner's watchful eye attentively care for the fourteen roomy tables in the single large dining room. What the servers may lack in experience is more than compensated for by tempered enthusiasm and sincere desire to ensure guests are comfortable. The review of Formia that Jennifer read is a(n) :

_____ are personal and nonpersonal statements about a service made by an organization to customers.

To develop a true customer franchise-immutable customer loyalty-companies must not only consistently exceed the adequate service level but also reach the desired service level.

When a customer chooses between a restaurant in a pricy suburb of Atlanta and a restaurant in a small farming community 45 miles away, there is a _____ made by the locations that the customer will be more likely to find exotic cuisine and better trained servers at the downtown Atlanta restaurant.

Word-of-mouth communication about a service may be either personal or nonpersonal, but it is always verbal.

Credit card companies have raised customer _____ for service performance by offering lower interest rates, longer grace periods before paying, frequent flyer miles, no annual fees, rebates, discounts, prizes and merchandise.

Which of the following is NOT a source of desired service and predicted service?

Avril wants to get her ears pierced. In the community in which she lives, she can get them pierced at a jewelry store in a strip mall. She can get them pierced at the local tattoo parlor or have them pierced by a friend's mother who happens to be a nurse. Avril's mother has threatened her with dire punishment if she has them pierced and then gets an infection because the person who pierces them was inept or unsanitary. Avril chose the nurse because of a(n) _____, which makes her believe it is the method her mother will most approve of.

A fire recently destroyed Leon's neighbor's house. Everyone expected the house to be rebuilt because neighbor told them he had insurance. Unfortunately, Leon's neighbor has insurance that would rebuild the house exactly the way it was before the fire. The neighbor's house was 60 years old and did not meet current building code requirements. Unless the neighbor has $40,000, in addition to his insurance settlement, he cannot rebuild his home. Leon is worried and called his insurance agent today to see how much it will cost to make sure his insurance would pay to have his house rebuilt in accordance with the current codes. Leon's need for this insurance is the result of:

Customers assess service performance on the basis of what they desire and what they deem acceptable.

Velma was preparing to take her first airplane trip in more than 20 years. One of the primary reasons why she has not flown is because she is over six feet tall and she hated how close the seats were. Just prior to making plane reservations, she saw an article in a travel magazine congratulating United and American Airlines for increasing the room between passenger seats. She did not have time to read the whole article-just the first paragraph. She made her reservations on United Airlines with the knowledge that she would not have to feel like she was "shoe horned" into her seat. When she boarded the plane, she was struck with how close the seats appeared. Then she learned United had only increased the room for the first six rows and American had made sure that every seat had extra room. Velma's service expectation levels were shaped by:

Hildy's children are giving her a weekend trip to a Lake Tahoe resort. The expectations of the customer services the resort will provide are much higher because they are planning the trip for their mother's approval rather than for their own use. This is an example of a(n) _____ expectation.