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Exam 12: Managing Services

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Question 51

Multiple Choice

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Figure: 12-2 -According to the service continuum (Figure 12-2) ,which of the following organizations has the highest level of intangibility?

A) tailored suit
B) teaching
C) advertising agency
D) fast-food restaurant

E) B) and C)
F) All of the above

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Question 52

Multiple Choice

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When Telma got her drive-thru order at the fast-food restaurant,she thought the employee who took her money and gave her order was cold and unfriendly.Furthermore,the food was cold and gave her indigestion.Every time she has the opportunity,she says something derogatory about the restaurant because she does not distinguish the deliverer of the service (the employee who prepared her food and gave it to her) from the service (the fast-food restaurant) .Telma is having a problem with which unique characteristic of services?

A) intangibility
B) perishability
C) incongruity
D) inseparability

E) None of the above
F) B) and C)

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Question 53

Multiple Choice

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Walt Disney was one of the first to recognize the importance of sights,sounds,tastes,aromas,and textures when he created Disneyland.This effort by Walt Disney focuses on the customer ______________.

You are flying first class from Halifax to Vancouver for a well-deserved vacation.Right behind first class a passenger is playing the harmonica loudly and it is obvious that they he has had too much to drink.Your perception of the airline changes and you may not choose this airline again.According to airline terms the drunken sailor would be classified as a(n) ___________________.

Andrea Arena is the owner of 2 Places at 1 Time,a concierge company.She and her staff of 60 perform everyday services such as walking the dog,picking up cleaning,waiting for the repairman,and going to the post office for people who are too busy to perform these simple acts for themselves.Her regular customers describe her as caring and willing to treat each of the jobs they need done as if it were the most important job she had to perform.In which dimensions of service quality,does Arena excel?

What is the difference between intangibility and inseparability of services?

Social media is playing a significant part in marketing the service product of top companies.Interbrand found that _________ percent of service brands on the Interbrand list had a Facebook page,and _____ percent use Twitter.

One of the primary difference between tangible goods and services involves the consumer's ability to make pre-purchase 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.

All of the following would be part of a service firm's customer experience management program except:

Which of the following statements would best increase customer satisfaction,after a service failure was experienced?

Sterile Feral,Inc.,is a non-profit organization that catches wild or stray cats,neuters them,vaccinates them,and releases them back into the wild.Veterinarians are particularly impressed with how dependably the organization is able to perform its promised service.With which service quality dimension are veterinarians most impressed?

Using a _______________ is often a great way to further develop a ______________ between consumer service expectations and actual experience.

In services marketing,________ refers to the actual procedures,mechanisms,and flow of activities by which the service is created and delivered.

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 makes 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:

What are the three properties of goods and services evaluated by consumers when they are making a purchase decision? Give an example of a product,which exhibits each property.

While a McDonald's hamburger is generally prepared and tastes the same from store to store,how the teller takes and processes your order may be different.The reason for this is:

When Brad heard,"There is no waiting in checkout lines 2,4,and 5," he knew that the supermarket had:

Many experts suggest that technology will be used in the future to find ways to save customers extra:

Edinberry's,a restaurant 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.

Figure: 12-2 -According to the service continuum in Figure 12-2,which of the following organizations has an almost perfect balance of tangible and intangible attributes?