Question 1

Because Virginia's brother died while he was cashing a check at the local bank,Virginia has always hated any type of banking.When it became necessary for her to go to the bank to empty her brother's safe deposit box,she complained the whole time about the inept service,the too-cold air conditioning and the poor parking.Virginia's customer satisfaction was adversely influenced by:

Accepted Answer

A)   Poor service quality
B)   Her perception of service quality
C)   Her emotional state
D)   Her attributions for service success
E)   Her perception of equityF) A) and D)
G) A) and C)

Question 2

Service researchers have suggested that consumers judge the quality of services based on their perceptions of the technical outcome provided,the process by which that outcome was delivered,and the quality of the physical surroundings in which the service was delivered.

Accepted Answer

A) True 
 B)False  True

Question 3

The greatest potential variability in the interaction between a customer and a service firm occurs in a(n) _____ service encounter.

Accepted Answer

A)   Detached
B)   Phone
C)   Face-to-face
D)   Public
E)   Integrated communicationF) A) and E)
G) A) and D)

Question 4

Service marketing researchers all agree that the terms satisfaction and quality are interchangeable.

Accepted Answer

A) True 
 B)False

Question 5

The last time Lia went shopping at Nordstrom's department store she had a very pleasant experience.When she entered Nordstrom's,she asked a sales associate named Sarah for assistance finding a pair of jeans,a pair of shorts,a skirt,and matching tops.Sarah enthusiastically agreed to help and treated Lia like royalty throughout her two-hour shopping trip.Sarah stayed with Lia the entire time she was in Nordstrom's and showed her a number of different styles of jeans,shorts,skirts,and tops.Sarah brought Lia additional items while she was in the fitting room and offered her advice on accessorizing her outfits.After the sale,Sarah thanked Lia for her purchases.Lia's experience at Nordstrom's is an example of which type of service encounter incident?

Accepted Answer

A)   Recovery
B)   Adaptability
C)   Spontaneity
D)   Believability
E)   CopingF) A) and B)
G) C) and D) C

Question 6

Perceptions of equitable treatment by the service provider will affect customers' perceptions of service.

Accepted Answer

A) True 
 B)False

Question 7

On a recent trip to Disneyland,Rose had her picture taken with Minnie Mouse.After the picture was taken,Minnie Mouse signed Rose's autograph book.Rose's interaction with Minnie Mouse was actually a(n) _______ with Disneyland.

Accepted Answer

A)   Advertising event
B)   Socialization
C)   Service encounter
D)   Service arrangement
E)   AcculturationF) A) and B)
G) None of the above

Question 8

For technology-based service encounters,which of the following is NOT a form of failure to deliver on the core promise?

Accepted Answer

A)   Technology system failure
B)   Process failures in follow-up
C)   Poor website design
D)   Errors on the part of the customer
E)   All of the above are forms of failure to deliver on the core promiseF) B) and E)
G) None of the above

Question 9

Which of the following statements about customer satisfaction is true?

Accepted Answer

A)   Satisfaction cannot be defined quantitatively
B)   Customer satisfaction can only be analyzed if it is considered to be a static occurrence
C)   Customer satisfaction can only be determined through anecdotal evidence
D)   Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences
E)   Customer satisfaction is not influenced by priceF) All of the above
G) A) and E)

Question 10

To determine the source of customers' favorable and unfavorable perceptions in service encounters,researchers use which of the following research methods?

Accepted Answer

A)   Trailer calls
B)   Mall intercept interviews
C)   Role-playing experiments
D)   Critical incident technique
E)   Thematic apperception testsF) B) and C)
G) A) and E)

Question 11

A company that wants to excel at responsiveness should view service delivery and the handling of requests from the company's point of view.

Accepted Answer

A) True 
 B)False

Question 12

Southwest Airlines has consistently had one of the best on-time performance records in the airline industry.A critical factor in Southwest's success has been its use of second tier airports such as Midway in Chicago,Hobby in Houston,City in Detroit,and Ontario in Los Angeles.These lower traffic airports allow Southwest to have a faster turnaround for its airplanes so they spend a greater percentage of their time in the air.Seventy percent of Southwest's flights have a turnaround time of 15 minutes.Southwest Airline's on-time performance reflects the _____ dimension of service quality.

Accepted Answer

A)   Reliability
B)   Responsiveness
C)   Assurance
D)   Empathy
E)   TangiblesF) A) and B)
G) A) and C)

Question 13

Although consumer satisfaction tends to be measured at a particular point in time as if it were static,satisfaction is a dynamic,moving target.

Accepted Answer

A) True 
 B)False

Question 14

Anika belongs to an Internet library,which lets her trade books she no longer wants for like-valued items she does want.Most members follow the rules of the Web site,but a few unscrupulous members do not mail requested books because they are more interested in acquiring books than sharing them with others.Anika has the potential to experience problems with which e-service quality dimension as she trades books?

Accepted Answer

A)   Assurance
B)   Reliability
C)   Fulfillment
D)   Empathy
E)   EfficiencyF) D) and E)
G) All of the above

Question 15

When Marcus Ross arrived at the airport Enterprise Rent-A-Car to pick up a reserved SUV,he was told the agency had no such car on the lot and that it had no record of him making a reservation.The rental agency's customer service representative Gene Lowery apologized profusely and called other agencies until he located an SUV at an agency several miles away.Lowery personally drove him to the other agency,knocked 20 percent off the rental fee,handed Ross $2 to pay a toll that he would now have to pay to get to his destination and gave him a free tank of gas.Ross's experience at Enterprise is an example of which type of service encounter incident?

Accepted Answer

A)   Recovery
B)   Adaptability
C)   Spontaneity
D)   Functionality
E)   CopingF) A) and D)
G) A) and B)

Question 16

Which of the following can influence how satisfied a customer is with a service?

Accepted Answer

A)   Customers' emotions
B)   Product features
C)   Customers' perception of service quality
D)   Uncontrollable situational factor
E)   All of the aboveF) A) and B)
G) B) and C)

Question 17

Which of the following incidents is likely to influence a customer's perception of service quality of an appliance store?

Accepted Answer

A)   A late night call to the store's service department
B)   The relationship the customer has established with the store after buying several different appliances
C)   A salesperson's explanation of extended warranty service
D)   The welcoming atmosphere of the store
E)   All of the aboveF) B) and E)
G) C) and D)

Question 18

The _____ dimension of service quality is the caring,individualized attention given to customers.

Accepted Answer

A)   Reliability
B)   Responsiveness
C)   Assurance
D)   Empathy
E)   TangiblesF) A) and C)
G) A) and B) D

Question 19

Which of the following service encounter themes reflects employees' responding to problem customers,i.e.,customers who are unwilling to cooperate with the service provider,other customers,industry regulations,and/or laws?

Accepted Answer

A)   Recovery
B)   Adaptability
C)   Spontaneity
D)   Credibility
E)   CopingF) A) and B)
G) B) and E)

Question 20

Which of the following statements about the American Customer Satisfaction Index (ACSI) is true?

Accepted Answer

A)   The ACSI demonstrates to service providers that there is much room for improvement in customer satisfaction
B)   The ACSI was developed by the federal government as a way to include customer satisfaction measurements in census data
C)   In spite of the name,the ACSI also measures customer satisfaction levels for countries with which the U.S.has a greater than average level of trade
D)   The only country that is currently studying customer satisfaction and creating an index is the United States
E)   The ACSI tracks customer perceptions of the level of satisfaction provided by sole proprietorships as well as by large corporationsF) C) and D)
G) B) and E)

Exam 4: Customer Perceptions of Service

Correct Answer
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Service researchers have suggested that consumers judge the quality of services based on their perceptions of the technical outcome provided,the process by which that outcome was delivered,and the quality of the physical surroundings in which the service was delivered.

Correct Answer
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True

The greatest potential variability in the interaction between a customer and a service firm occurs in a(n) _____ service encounter.

Correct Answer
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Service marketing researchers all agree that the terms satisfaction and quality are interchangeable.

Correct Answer
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Correct Answer
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C

Perceptions of equitable treatment by the service provider will affect customers' perceptions of service.

Correct Answer
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On a recent trip to Disneyland,Rose had her picture taken with Minnie Mouse.After the picture was taken,Minnie Mouse signed Rose's autograph book.Rose's interaction with Minnie Mouse was actually a(n) _______ with Disneyland.

Correct Answer
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For technology-based service encounters,which of the following is NOT a form of failure to deliver on the core promise?

Correct Answer
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Which of the following statements about customer satisfaction is true?

Correct Answer
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To determine the source of customers' favorable and unfavorable perceptions in service encounters,researchers use which of the following research methods?

Correct Answer
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A company that wants to excel at responsiveness should view service delivery and the handling of requests from the company's point of view.

Correct Answer
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Correct Answer
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Although consumer satisfaction tends to be measured at a particular point in time as if it were static,satisfaction is a dynamic,moving target.

Correct Answer
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Correct Answer
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Correct Answer
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Which of the following can influence how satisfied a customer is with a service?

Correct Answer
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Which of the following incidents is likely to influence a customer's perception of service quality of an appliance store?

Correct Answer
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The _____ dimension of service quality is the caring,individualized attention given to customers.

Correct Answer
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D

Which of the following service encounter themes reflects employees' responding to problem customers,i.e.,customers who are unwilling to cooperate with the service provider,other customers,industry regulations,and/or laws?

Correct Answer
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Which of the following statements about the American Customer Satisfaction Index (ACSI) is true?

Correct Answer
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Exam 4: Customer Perceptions of Service

Correct AnswerverifiedShow Answer

Service researchers have suggested that consumers judge the quality of services based on their perceptions of the technical outcome provided,the process by which that outcome was delivered,and the quality of the physical surroundings in which the service was delivered.

Correct AnswerverifiedTrue

The greatest potential variability in the interaction between a customer and a service firm occurs in a(n) _____ service encounter.

Correct AnswerverifiedShow Answer

Service marketing researchers all agree that the terms satisfaction and quality are interchangeable.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedC

Perceptions of equitable treatment by the service provider will affect customers' perceptions of service.

Correct AnswerverifiedShow Answer

On a recent trip to Disneyland,Rose had her picture taken with Minnie Mouse.After the picture was taken,Minnie Mouse signed Rose's autograph book.Rose's interaction with Minnie Mouse was actually a(n) _______ with Disneyland.

Correct AnswerverifiedShow Answer

For technology-based service encounters,which of the following is NOT a form of failure to deliver on the core promise?

Correct AnswerverifiedShow Answer

Which of the following statements about customer satisfaction is true?

Correct AnswerverifiedShow Answer

To determine the source of customers' favorable and unfavorable perceptions in service encounters,researchers use which of the following research methods?

Correct AnswerverifiedShow Answer

A company that wants to excel at responsiveness should view service delivery and the handling of requests from the company's point of view.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Although consumer satisfaction tends to be measured at a particular point in time as if it were static,satisfaction is a dynamic,moving target.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following can influence how satisfied a customer is with a service?

Correct AnswerverifiedShow Answer

Which of the following incidents is likely to influence a customer's perception of service quality of an appliance store?

Correct AnswerverifiedShow Answer

The _____ dimension of service quality is the caring,individualized attention given to customers.

Correct AnswerverifiedD

Which of the following service encounter themes reflects employees' responding to problem customers,i.e.,customers who are unwilling to cooperate with the service provider,other customers,industry regulations,and/or laws?

Correct AnswerverifiedShow Answer

Which of the following statements about the American Customer Satisfaction Index (ACSI) is true?

Correct AnswerverifiedShow Answer

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True

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C

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D

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