Question 1

_____________ is a complex blend of understanding what a customer requires and delivering it profitably in the right way at the right time.
A) Customer management
B) Consumer research
C) Service quality
D) Satisfaction

Accepted Answer

Customer management involves not only understanding customers' needs and preferences but also delivering products or services profitably and at the right time. Consumer research helps in understanding customers' preferences, but it is only a part of customer management. Service quality and satisfaction are outcomes of successful customer management.

Question 2

Quality is defined in the same way for both sport goods and sport services.

Accepted Answer

Quality for sport goods focuses on the physical attributes and performance characteristics, while quality for sport services is more about the experience and satisfaction of the customer.

Question 3

When someone purchases a tennis racket, the item is an example of:
A) Sports good
B) Sports demographic
C) Sports service
D) Service quality

Accepted Answer

A tennis racket is a physical object that can be used for sports, making it a sports good.

Question 4

Attending a local yoga class is an example of:
A) Sports good
B) Sports demographic
C) Sports service
D) Service quality

Accepted Answer

Attending a local yoga class is a sports service because it involves a service-based activity related to physical fitness and wellness.

Question 5

____________ refers to the fact that many service aspects cannot be held, smelt, tasted, or seen.
A) Tangibility
B) Intangibility
C) Variability
D) Co-creation

Accepted Answer

Intangibility refers to the fact that many service aspects cannot be held, smelt, tasted, or seen. The other options are all different aspects of service marketing, but only intangibility directly relates to this specific characteristic of services.

Question 6

The input consumers have into the creation of value in a consumption experience is called:
A) Service quality
B) Customer satisfaction
C) Co-creation
D) Value adding

Accepted Answer

Co-creation refers to the involvement of the consumer in the creation of value in a consumption experience. This can involve the consumer providing input, feedback, or participating in the creation of the product or service. Service quality and customer satisfaction are outcomes of the co-creation process, but they do not fully capture the concept of co-creation itself. Value adding is a general term that refers to any activity that increases the value of a product or service, but it does not specifically relate to consumer input.

Question 7

Which of the following is a way to measure customer perceptions of quality?
A) Unsolicited feedback provided to staff at a soccer match
B) Customer surveying
C) Twitter posts about Nike's newest shoes
D) All of the above

Accepted Answer

All the options listed are methods to gauge customer perceptions of quality. Unsolicited feedback, customer surveys, and social media posts (like those on Twitter) all provide insights into what customers think about a product or service.

Question 8

Satisfied customers are more likely to repurchase the product again. Why?
A) Because they are less likely to look at competitor offerings
B) Because they are time poor and habitually buy products that have satisfied them in the past
C) Because it is less risky to repurchase a product that satisfied them previously
D) All of the above

Accepted Answer

All of the above reasons contribute to why satisfied customers are more likely to repurchase a product. They are less likely to search for alternatives, they may have established habits of using the product, and they feel less risk in purchasing a product they enjoyed before.

Question 9

Which of the following is likely to be the strongest driver of the satisfaction of sport season ticket holders?
A) The way the team is administered
B) The teams' marketing and communications
C) How personally involved fans feel with the team
D) Attitudes towards the home ground where the team plays

Accepted Answer

The personal involvement of fans with the team is likely to be the strongest driver of satisfaction for sport season ticket holders as their emotional connection to the team is high. This can include things like attending team events, having access to players and coaches, and feeling a sense of ownership over the team. While the other factors listed may contribute to overall satisfaction, they are less likely to have as much of an impact as personal involvement.

Question 10

Which of the following should be evaluated when examining sport product or service quality?
A) Physical environments
B) Interactions
C) Outcomes
D) All of the above

Accepted Answer

All three options should be evaluated when examining sport product or service quality. Physical environments can impact the experience and safety of the participants and spectators. Interactions between participants, staff, and other stakeholders can impact the overall enjoyment and satisfaction of the sport product or service. Outcomes, such as wins and losses, can impact the overall perception of the quality of the product or service. Therefore, all of the above options should be considered.

Question 11

The 'gap theory' of service quality improvement refers to the gap between:
A) How much consumers paid and how much they used the product
B) Service delivery and external communications about the service
C) Consumer attitudes and organizational attitudes
D) Consumer experiences and organizational experiences

Accepted Answer

The gap theory of service quality improvement refers to the gap between service delivery and external communications about the service. This means that there may be a discrepancy between what the service promises to deliver and what it actually delivers to the customer. This gap can be addressed by improving communication and aligning service delivery with customer expectations. The other choices (A, C, and D) do not accurately describe the gap theory of service quality improvement.

Question 12

Satisfaction is the difference between customers' expectations prior to consumption and their perceptions of the actual experience.

Accepted Answer

This is a widely accepted definition of satisfaction in marketing and customer experience research.

Question 13

Which of the following is a key aspect of customer service as per SERVQUAL?
A) Reliability
B) Responsiveness
C) Building trust
D) All of the above

Accepted Answer

All of the aspects mentioned - reliability, responsiveness, and building trust are key aspects of customer service as per SERVQUAL.

Question 14

Which of the following satisfaction drivers is mostly outside the short-term control of team management?
A) On-field performance
B) Service to members
C) Membership arrangements
D) Home ground

Accepted Answer

The answer of Which of the following satisfaction drivers is...

Question 15

Service ___________ is/are used by many organisations to create an easily understood picture of how a service will be provided to customers and how those customers will interact with the service.
A) Requirements
B) Blueprinting
C) Schematics
D) Quality

Accepted Answer

Blueprinting is a process used by many organizations to create a visual representation of the service delivery process. It shows how the customer will interact with the service and what steps the organization will take to provide the service. This helps to identify potential problems and areas for improvement in the service delivery process.

Question 16

The umbrella term _____________ captures the core tangible product offering of the team to its season ticket holders.
A) Personal seat licenses
B) Member benefits
C) Membership arrangements
D) None of the above

Accepted Answer

Membership arrangements encompass the overall package or offering provided to season ticket holders, including the core tangible product.

Question 17

In the context of season ticket holders, the churn rate describes:
A) The proportion of season ticket holders who do not renew the following year
B) The proportion of season ticket holders who renew each year
C) The proportion of season ticket holders who become lifetime season ticket holders
D) None of the above

Accepted Answer

Churn rate refers to the proportion of customers who do not renew their subscription or membership. In the context of season ticket holders, the churn rate would refer to the proportion of ticket holders who choose not to renew their tickets for the following year.

Question 18

Personal involvement is the least tangible of the seven key satisfaction drivers.

Accepted Answer

The answer of Personal involvement is the least tangible of...

Question 19

Which of the following is NOT a key satisfaction driver?
A) Home ground
B) Service to members
C) Marketing and communications
D) Player administration

Accepted Answer

The answer of Which of the following is NOT a...

Question 20

Which of the following is a positive outcome of customers satisfaction?
A) Repeat purchase and word-of-mouth
B) Additional attendance and concessions
C) Increased viewing and media consumption
D) All of the above

Accepted Answer

The answer of Which of the following is a positive...

Quiz 12: Perceptions of Service Quality and Customer Satisfaction

_____________ is a complex blend of understanding what a customer requires and delivering it profitably in the right way at the right time.

Quality is defined in the same way for both sport goods and sport services.

When someone purchases a tennis racket, the item is an example of:

Attending a local yoga class is an example of:

____________ refers to the fact that many service aspects cannot be held, smelt, tasted, or seen.

The input consumers have into the creation of value in a consumption experience is called:

Which of the following is a way to measure customer perceptions of quality?

Satisfied customers are more likely to repurchase the product again. Why?

Which of the following is likely to be the strongest driver of the satisfaction of sport season ticket holders?

Which of the following should be evaluated when examining sport product or service quality?

The 'gap theory' of service quality improvement refers to the gap between:

Satisfaction is the difference between customers' expectations prior to consumption and their perceptions of the actual experience.

Which of the following is a key aspect of customer service as per SERVQUAL?

Which of the following satisfaction drivers is mostly outside the short-term control of team management?

Service ___________ is/are used by many organisations to create an easily understood picture of how a service will be provided to customers and how those customers will interact with the service.

The umbrella term _____________ captures the core tangible product offering of the team to its season ticket holders.

In the context of season ticket holders, the churn rate describes:

Personal involvement is the least tangible of the seven key satisfaction drivers.

Which of the following is NOT a key satisfaction driver?

Which of the following is a positive outcome of customers satisfaction?