Exam 14: Designing and Managing Services

Customers who view a service as fairly homogeneous care less about the provider than about the price.

Pricing has no negative effect on customer loyalty.

Bryson's is a mid-sized hotel chain that is entering a competitive market. The chain needs to differentiate its service from that of competitors, positioning itself as a hotel with excellent service at an affordable price. However, the intangible nature of services makes this difficult to demonstrate. How can Bryson's convey its message effectively to prospective guests using marketing tool of place?

List and briefly explain with examples the five categories of service offerings.

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase.

Which of the following is an example of a pure service?

Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn customers' names, and use names while interacting with them. Repeat customers should get special attention, and the team members should remember their preferences and habits. The manager is asking the team to be ________.

The appearance of physical facilities, equipment, personnel, and communication materials are the tangibles that convey service quality to consumers.

A customer-service interface is defined as any place at which a company seeks to manage a relationship with a customer.

A cosmetics store sees to it that customers who walk in are assisted by store personnel. Personnel are trained to ask customers questions, find out what they want, and make suggestions accordingly. Which of the five determinants of service quality is reflected here?

When customers calculate the perceived economic benefits of a continuously provided service in relationship to the economic costs, they are gauging the ________ equity.

A(n) ________ interface refers to any place at which a company seeks to manage a relationship with a customer, whether through people, technology, or some combination of the two.

Interactive marketing describes the employees' skill in serving the client.

Jake had an appointment at the doctor's office, but couldn't make it on time due to traffic. By the time he arrived, the doctor had already begun with the next patient. This illustrates the ________ of services.

When sellers agree to provide free maintenance and repair services for a specified period of time at a specified contract price, they are offering ________.

Secondary service features are the features that the customer himself or herself adds to the service.

Credence qualities of a service are difficult to evaluate before purchase, but easy to evaluate after consumption.

In the customer support center where Carl works, employees are taught to make conversation to put customers at ease. As customers don't like being kept waiting, they must also try to minimize the time that customers spend waiting for service. Thus, when there are a number of customers lined up, Carl usually has to decide whether to answer a customer's questions in detail or move on quickly to the next customer. The firm's standards are not clear on how they want him to perform. When asked, his boss answers, "You make the decision." This is an example of which service-quality gap?

Although Brenda previously used the US Postal Service because it offered better prices on package shipping, she now uses only FedEx, because it gives her the facility of shipping from any FedEx location 24 hours a day. Which of the following factors led to Brenda's customer switching behavior?

What are the expert recommendations for e-mail responses to customers?