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Exam 3: Customer Expectations of Service

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Question 31

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

A) Marketing testimonials
B) Implicit service promises
C) Word-of-mouth communications
D) Past experience influencers
E) Explicit service promises

F) B) and D)
G) A) and B)

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Question 32

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Drew had his house professionally sprayed for cockroaches last week.Yesterday he found a roach in his kitchen sink.He has requested the company that did the initial spraying to return to his house and spray again.Briefly describe Drew's zone of tolerance and his expectations for this second spraying.

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His zone of toleranc...

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Question 33

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Last week,Francine bought a 6-month membership package at Planet Fitness.She plans to exercise at Planet Fitness four days a week by participating in an aerobics class,using the nautilus equipment and having a personal trainer.By the time her 6-month membership expires,Francine hopes to lose 20 pounds,tone and strengthen her muscles,improve her cardiovascular fitness and look and feel more attractive.Francine's expectations for her health and physical appearance reflect her _________ level of service for Planet Fitness.

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

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

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 the closeness of the seats made her extremely uncomfortable.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 expectation 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.It wasn't long before she learned that 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:

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) :

What kind of service was Miriam talking about when she said,"We should have no trouble getting good seats on the bus because few people ride at 10:30 a.m.on a weekday"?

An important influence in desired service expectations is ____________,the customer's underlying generic attitude about the meaning of service and the proper conduct of service providers.

While the zones of tolerance may vary because of differing personality types,they are stable with relation to the importance of the service dimensions.

Martine wants to open an after-school tutoring service for students in 6^th through 9^th grade.How can a thorough knowledge of customers' expectations improve the probability of her success?

If customers believe they have multiple service providers to choose from,or if they can provide the service for themselves,their levels of _____________ are higher than those of customer who believe it is not possible to get better service elsewhere.

One factor that influences adequate service is _____,the level of service that customers believe they are likely to get.

A wildcat strike by garbage collectors in a large metropolitan city during prime tourist season will most likely cause tourists to cut short their visit and have a poor image of the city.The wildcat garbage strike is an example of a(n) :

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

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.

John's flight on United Airlines from Chicago to San Francisco departed two hours late because of a snowstorm in Chicago.The snowstorm that delayed John's flight is a(n) :

April 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.

It is very difficult to surprise or delight customers by consistently delivering reliable service.

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?