Question 1

Maria asks Glenda what housecleaning service she would recommend in Oakview.Glenda responds that Pristine Cleaning is great if you can be assured that Janice will be the person assigned to your house.Glenda's recommendation addresses which of the following service features?

Accepted Answer

The answer of Maria asks Glenda what housecleaning service she...

Question 2

Services delivered through machinery such as computer kiosks,ATMs,and vending machines can reduce the ____ that comes from increased contact with human employees.

Accepted Answer

Heterogeneity in services refers to the variability in service quality that can occur from one service encounter to the next, often due to the human element involved in service delivery. Using machinery like ATMs or vending machines can reduce this variability by standardizing the service experience, thus reducing heterogeneity.

Question 3

Carlos is speaking to his brother about the interaction he had today with one of his clients.Since he is referring to his customer as a client,Carlos is most likely a(an)___

Accepted Answer

The term "client" is often used in professional services where a more personal or ongoing relationship is established, such as in massage therapy, making "masseur" the most likely profession.

Question 4

The necessary interaction between service provider and customer that allows a service to be delivered is called

Accepted Answer

Customer contact refers to the interaction between service provider and customer that is necessary for a service to be delivered. It includes any physical or virtual point of contact between the two parties.

Question 5

Client-based relationships are least likely to be developed by

Accepted Answer

Appliance repairmen typically have one-time or occasional services for customers, and therefore do not have as much opportunity to develop ongoing client-based relationships.

Question 6

Client-based relationships are most likely to be developed by

Accepted Answer

Doctors typically have ongoing relationships with their clients, as they are responsible for their patients' health and well-being. They often provide personalized care and follow up with their patients over time, fostering a client-based relationship. Funeral directors, electricians, installers, and brick layers may also have repeat customers, but their relationships with clients are typically shorter-term and less personal.

Question 7

Which of the following statements about customer contact in services marketing is false?

Accepted Answer

High-contact services typically require more employee involvement and interaction with customers, which can make them more expensive to deliver due to the need for higher labor costs. Therefore, the statement that high-contact services are less expensive to deliver because they are typically equipment-based is false.

Question 8

H&R Block,a major tax preparation firm,reported having a problem with its employees being inconsistent in the filing of returns.The firm is experiencing a problem with which of the following characteristics of the service offering?

Accepted Answer

H&R Block is experiencing the problem of heterogeneity, which is the inconsistency of service quality due to variations in employee performance.

Question 9

The main characteristic of a ____ is that customers are satisfied to the point that they use a service repeatedly over a period of time.

Accepted Answer

The main characteristic described is that of a client-based relationship, where the customer is satisfied and continues to use the service repeatedly over time. A service relationship and high-contact service may also involve repeat business, but they do not necessarily imply satisfaction on the part of the customer. Professional marketer and heterogeneous service do not relate to the specific characteristic mentioned.

Question 10

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

Accepted Answer

Supplementary services are additional services that enhance the value of the core service. They are often bundled together with the core service to provide a more complete solution to the customer.

Question 11

Because of a service's ____,standardization and quality are difficult to control.

Accepted Answer

Heterogeneity refers to the variability of the service delivery process because of the involvement of people and the fact that services involve customization to meet individual customer needs. This makes standardization and quality control difficult to achieve.

Question 12

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

Accepted Answer

Heterogeneity refers to the variability in the quality of services due to differences in the skills of service providers, customer needs, and other factors. The fact that the first massage of the day is better than the last one suggests that Gretchen's performance may be impacted by factors such as her energy level, mood, or the physical demands of the job, which can vary from one session to the next. This variability is an example of the heterogeneity of services. The other options (B) customer contact aspect, (C) intangibility, (D) inseparability, and (E) perishability, all describe important characteristics of services, but they do not explain the observed pattern of variability in Gretchen's performance.

Question 13

Saresh owns the Change-ezz,a salon specializing in the unique hair needs of minority populations.Recently,Saresh has been trying to improve the quality of service received by his customers.However,he has experienced difficulty in finding ways to standardize and control the salon's quality of service.Saresh's problem illustrates which of the following unique features of service?

Accepted Answer

Heterogeneity refers to the variation in service quality that can occur due to the unique characteristics of each service encounter. In the context of Saresh's salon, the unique hair needs of his minority customer base may result in different expectations and experiences for each individual customer, making it difficult to standardize and control service quality.

Question 14

When service companies change high-contact services into low-contact services,the

Accepted Answer

When high-contact services are changed into low-contact services, the service becomes less personalized. This is because high-contact services rely heavily on face-to-face interaction between the customer and service provider, providing an opportunity for customized attention and personalization. In contrast, low-contact services rely more on automation and self-service, leading to a standardized experience without much room for personalization.

Question 15

Which of the following is the best example of a high-contact service?

Accepted Answer

The answer of Which of the following is the best...

Question 16

Andrea has just opened a new service business called Paws n' Claws,which provides dog grooming and doggie day care.Andrea has done research about the role dogs play in today's culture,particularly for those people who do not have children.She knows that some of these people represent a target that is urban,professional,and who travel frequently.Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

Accepted Answer

Andrea's business involves providing services directly to the dog owners, which means she will have a high level of customer contact. As such, she will likely refer to the dog owners as clients, rather than just customers. The other options, such as tangibility, inseparability, and perishability, are not as relevant to the nature of a dog grooming and day care service.

Question 17

What should marketers do to promote the consistency and reliability of their services most effectively?

Accepted Answer

Training employees and developing standard procedures for dealing with customers is the most effective way to promote consistency and reliability. This ensures that all employees are aware of the best practices and are equipped with the necessary skills to handle different customer situations. Limiting the number of employees or encouraging creativity may not necessarily lead to consistency in service delivery. Performing the service before the customer arrives is not always possible, especially in industries such as hospitality and healthcare where services are delivered to customers in real-time. Requiring employees to be happy all day long may not be sustainable or realistic.

Question 18

Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time.This critical component of success is referred to as

Accepted Answer

The answer of Many services base their success on building...

Question 19

If Best Western bundles its rooms with services such as free local phone calls,cable television,wireless Internet access,and complimentary breakfast,these services are known as ____ services.

Accepted Answer

Supplementary services, also known as supporting or facilitating services, are additional services or amenities offered by a company to enhance the primary product or service being sold. In this case, Best Western is bundling its rooms with supplementary services such as free local phone calls, cable television, wireless internet access, and complimentary breakfast.

Question 20

Troy is a service provider for a low-contact type of service.Which of the services below is Troy most likely to provide?

Accepted Answer

Website design is a service that can be done remotely with minimal contact, making it a low-contact service.

Quiz 13: Services Marketing