Question 1

JetBlue developed a(n)__________ in response to the service meltdown from a severe snowstorm in New York.
A)Customer contact information form
B)Customer bill of rights
C)New complaint form
D)Employee training program aimed at disasters and how to not lose bags
E)None of these

Accepted Answer

JetBlue Airways developed a Customer Bill of Rights, which received press for being industry-leading. The current version of JetBlue's Customer Bill of Rights can be reviewed on the company's website.

Question 2

____ is(are)the knowledge and courtesy of employees,and the ability to convey trust and build a customer's confidence in the quality of the service.
A)Tangibles
B)Assurance
C)Reliability
D)Responsiveness
E)Empathy

Accepted Answer

Assurance is the knowledge and courtesy of employees, and the ability to convey trust and build a customer's confidence in the quality of the service. Service providers often provide assurance primarily through their own competence in the job.

Question 3

Great service occurs when processes are engineered both above and below the _____________ for the customer.
A)Line of motivation
B)Line of demarcation
C)Line of visibility
D)Line of distinction
E)None of these

Accepted Answer

In a service blueprint, activities are divided between those above the line of visibility (or those activities directly involving the customer that the customer sees) and those below the line of visibility to the customer. The moments of truth-face-to-face time between customer and service provider-occur above the line of visibility.

Question 4

Gap 5 in the Gap Model of Service Quality is unique in that it is the only gap that occurs _______________.
A)Between management's and customers' expectations
B)Between consumers' expectations and the perception of the service they receive
C)Without research to back it up
D)In small businesses but not in larger ones
E)None of these

Accepted Answer

Gap 5 represents the core issue of expectations versus perceptions and is the only gap that occurs exclusively in the customer's space. This is the gap between the service a customer expects to receive and the customer's perceptions of the level of service actually received.

Question 5

SERVQUAL is __________.
A)An instrument to measure employees in a service environment
B)A questionnaire that can be used to track packages as they cross the United States and the world
C)A questionnaire that compares the importance and performance of a firm in service quality
D)An instrument to measure the deviations of quality from the norm on a scale from 1 to 10
E)None of these

Accepted Answer

Parasuraman, Zeithaml, and Berry developed a measurement instrument called SERVQUAL. The scale has been applied in tens of thousands of service settings across all types of industries. It can be adapted to most any application in which the marketing manager wishes to gain customer input about the importance and performance of a firm against the five dimensions of service quality. Companies track SERVQUAL scores over time to understand how their service quality is tracking so that marketing managers can create approaches to improve areas as needed. Exhibit 9.11 provides a generic version of the SERVQUAL scale.

Question 6

When discussing service quality,tangibles refer to _________.
A)The elements of communication that differentiate one service firm from another
B)The handsomeness and/or beauty of the employees
C)The combination of price and quality of the service
D)The physical evidence of a service or observable aspects
E)None of these

Accepted Answer

Tangibles are the physical evidence of a service or the observable aspects that help customers form advance opinions about the service despite its general intangibility.

Question 7

Sometimes marketers are prone to overzealous sales pitches,coupon promotions with too little stock to handle the demand,and deceptive advertisements.These create a gap in the service that can be described as __________.
A)Setting expectations that are too high and unachievable
B)Creating an impression that matches the image of the company
C)Using recall, which is important no matter what the results
D)Using communication to generate word of mouth
E)None of these

Accepted Answer

The messages the marketing manager puts out through various communication vehicles are in large measure what sets the expectations for the customer. Thus, deceptive advertising, overly zealous sales pitches, and coupon promotions backed by too little stock to handle demand all create a negative gap at Gap 4.

Question 8

A service blueprint is a concept borrowed from manufacturing that allows a service firm to ___________.
A)Map out a complete design and flow of all the activities related to customer service
B)Map out the route that service people follow when they leave in the mornings (i.e., truck delivery service)
C)Tell who in the organization is performing beyond expectations and is used for bonuses
D)Measure customers' perceptions of service expectations
E)None of these

Accepted Answer

A service blueprint is a complete pictorial design and flow chart of all of a service's activities from the first customer contact to the actual delivery of the service.

Question 9

Reliability when referring to service quality means that _________.
A)The service is performed right the first time and every time
B)The service is variable and has different outcomes due to employee variation
C)Each time a service is performed the customer is asked about his or her perception of the service quality
D)The automobile service department should show you the broken parts when they fix your car
E)None of these

Accepted Answer

Reliability is the ability to provide service dependably and accurately and thus to deliver what was promised. Reliability means performing the service right the first time and every time.

Question 10

When a service provider is willing and able to provide service quickly,it is said that the service has the characteristic of __________.
A)Reliability
B)Tangibility
C)Responsiveness
D)Assurance
E)All of these

Accepted Answer

Responsiveness is the willingness and ability to provide prompt service and to respond quickly to customer requests.

Quiz 9: Service As the Core Offering

JetBlue developed a(n) __________ in response to the service meltdown from a severe snowstorm in New York.

____ is(are) the knowledge and courtesy of employees,and the ability to convey trust and build a customer's confidence in the quality of the service.

Great service occurs when processes are engineered both above and below the _____________ for the customer.

Gap 5 in the Gap Model of Service Quality is unique in that it is the only gap that occurs _______________.

SERVQUAL is __________.

When discussing service quality,tangibles refer to _________.

Sometimes marketers are prone to overzealous sales pitches,coupon promotions with too little stock to handle the demand,and deceptive advertisements.These create a gap in the service that can be described as __________.

A service blueprint is a concept borrowed from manufacturing that allows a service firm to ___________.

Reliability when referring to service quality means that _________.

When a service provider is willing and able to provide service quickly,it is said that the service has the characteristic of __________.