Question 1

The ________ gap can be closed by getting employees to meet or exceed service standards when the service is being delivered by empowering service providers, providing support and incentives, and using technology where appropriate.

Accepted Answer

The question is referring to the gap between what is promised and what is actually delivered in terms of service. The key to closing this gap is through the delivery of service, which is why choice D ("delivery") is the best option.

Question 2

The Service Gaps Model is designed to highlight those areas where

Accepted Answer

The Service Gaps Model is specifically concerned with identifying areas where there is a gap between the level of service customers expect to receive and the level of service they actually receive. Therefore, choice C is the correct answer as it reflects the central focus of the model. The other choices are not directly related to this concept.

Question 3

Table One is considered the best Italian restaurant in town. With its elegant dining area, extensive wine list, and gourmet chef, residents wait months to get into the restaurant. Last Friday, Roger took a large group to Table One and almost every diner sent their entrée back to the kitchen. Table One was experiencing a(n)________ gap in service quality.

Accepted Answer

The fact that almost every diner sent their entrée back to the kitchen indicates that there was a gap in delivery of service quality. It suggests that the food did not meet the customers' expectations or standards. The other options - knowledge, communication, standards, and empowerment - may all play a role in service quality but they are not the primary reason for the customers' dissatisfaction in this scenario.

Question 4

For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a ________ gap in services marketing.

Accepted Answer

The scenario describes a knowledge gap, which occurs when there is a difference between customers' expectations and the management's perception of those expectations. In this case, the hotel management assumed that offering free elephant and camel rides would be a valued service, but the lack of interest from customers indicates a misunderstanding of their preferences or expectations.

Question 5

Firms can close the ________ gap by matching customer expectations with actual service through use of marketing metrics.

Accepted Answer

The answer of Firms can close the ________ gap by...

Question 6

When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a ________ gap.

Accepted Answer

This is known as a communications gap, which occurs when there's a significant difference between the service promised by a company in its promotions and the service actually provided to customers.

Question 7

By setting appropriate service standards and measuring service performance, firms can attempt to close a ________ gap.

Accepted Answer

The correct answer is C) standards. This is because the gap model of service quality identifies a standards gap as the difference between the company's perceptions of customers' expectations and the actual service standards it sets. By setting appropriate service standards and measuring service performance, firms can attempt to close this gap, ensuring that the service delivered matches or exceeds customer expectations.

Question 8

The old cliché "Service with a smile" recognizes the fact that

Accepted Answer

The phrase "Service with a smile" implies that service providers should be pleasant and courteous even if the customer is not. This emphasizes the importance of providing good customer service, even in difficult situations.

Question 9

A ________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations.

Accepted Answer

A knowledge gap occurs when there's a difference between what customers expect and what a company thinks customers expect. This gap can lead to misunderstandings and a failure to meet customer needs if not properly addressed.

Question 10

The customers at Monica's pastry shop want to grab a quick breakfast before boarding an airplane. The sign on the counter promises "Quick In-and-Out Service," and usually Monica's keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Monica's shop is suffering from a ________ gap.

Accepted Answer

Monica's pastry shop is failing to deliver on their promise of "Quick In-and-Out Service" due to the staff's lack of interest in waiting on customers, causing a delivery gap.

Question 11

Because services like airline flights and movies at the theater are ________, many marketers attempt to match demand with supply using pricing strategies.

Accepted Answer

Perishable services are those that cannot be stored or saved for later use. Once the time of availability has passed, the revenue opportunity for that particular service is lost forever. Therefore, pricing strategies are used as an attempt to maximize revenue during the time frame of availability.

Question 12

Service providers often encounter rude and unreasonable consumers. Services marketing managers can reduce the delivery gap, even for these customers, by

Accepted Answer

Providing support and incentives for employees can improve their job satisfaction and motivation, leading to better performance and ability to handle difficult customers. This can also reduce employee turnover and ensure consistent service quality. Empowering consumers, directing zone of tolerance limits, and effective customer screening may not always be feasible or effective strategies for dealing with rude and unreasonable customers. Forcing customers to use technology may also not be a practical solution in all service contexts.

Question 13

If there is a difference between the firm's perceptions of customers' expectations and the service standards the firm has set, a ________ gap exists.

Accepted Answer

This is known as a standards gap, which occurs when there's a difference between the firm's perceptions of customers' expectations and the actual service standards the firm has set.

Question 14

Gina booked a room at the Whispering Sands Resort because, as advertised on its website, she expected to check in at 11:00 am, the swimming pool would be heated, the talent in the dining area would be able to sing, and the breakfast would be fresh. When she arrived, she had to wait for her room, found the swimming pool to be 50 degrees, realized the singer could not carry a tune, and the free continental breakfast was stale. The Whispering Sands Resort was experiencing a severe ________ gap.

Accepted Answer

The correct answer is a communications gap, which occurs when there is a difference between what is promised by a company and what is actually delivered. In this scenario, the services and amenities advertised by the Whispering Sands Resort did not match the actual experience, indicating a failure in accurately communicating what the guests could realistically expect.

Question 15

Pete's marketing research returned the finding that customers were staying away from his coffee shop because of a lack of services like gift cards, seasonal selections, and special orders. Pete was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." Pete is likely suffering from a(n)________ gap.

Accepted Answer

Pete's lack of knowledge about his customers' wants and needs has led to a gap between what they want and what he is providing. He assumes that if customers wanted these services, they would ask for them, but this is not always the case. Proper market research can help businesses identify and address such gaps.

Question 16

Because services like cruises and car rentals are perishable, many marketers use

Accepted Answer

Since cruises and car rentals are perishable services, matching supply with demand is essential to maximize revenue and profits. Pricing strategies can help to ensure that the right number of services are available at the right time, while also generating revenue. This approach allows marketers to optimize their operations and increase profits over time.

Question 17

Katrine manages a Sleepy Night Inn. She knows from experience that last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Katrine has empowered her staff to offer discounts when the motel is largely vacant, and to quote the standard price when the motel is close to full. She knows her service is ________, meaning that if no one stays in the room, it generates no revenue that evening.

Accepted Answer

The term "perishable" refers to services that cannot be stored, inventoried, or resold. This is because services are consumed as they are produced. In this case, if a room is not rented in a particular evening, it cannot be sold or used to generate revenue in the future. Therefore, the Sleepy Night Inn's service is perishable.

Question 18

A(n)________ gap exists when a firm knows what it needs to do to meet customers' service expectations, but sometimes fails to do it.

Accepted Answer

A delivery gap occurs when a company knows what it needs to do to meet customers' service expectations but fails to deliver on those promises. This can be caused by a variety of factors, including poor training, inadequate resources, or inefficient processes. It is essential for companies to identify and close their delivery gaps to ensure customer satisfaction and loyalty.

Question 19

When the delivery of a service fails to meet customers' expectations, a ________ gap exists.

Accepted Answer

A service gap occurs when there's a difference between customer expectations for the service and the actual service delivered.

Question 20

Carmine manages an upscale Italian restaurant in New York City. His restaurant offers a few specials each evening in addition to its regular menu. Carmine has trained his servers to report comments and requests for items that have previously been offered only as specials. Carmine would use this information to reduce the ________ gap in services marketing.

Accepted Answer

Carmine is collecting feedback to better understand what his customers want, which addresses the knowledge gap in services marketing. This gap refers to the difference between customer expectations and the business's perception of those expectations. By gathering information on what specials are popular, Carmine can adjust his offerings to better meet customer desires.

Quiz 13: Services: the Intangible Product