Services Marketing Integrating Customer Focus Across the Firm 7Th Edition – Test Bank

1.

Which of the following statements about customer satisfaction and service quality is true?

A.  Customer satisfaction is a focused evaluation that reflects the customer’s perception of specific dimensions of service like reliability and responsiveness

B.  Service quality is more inclusive than customer service

C.  It is correct to use the terms customer service and service quality interchangeably

D.  Customer satisfaction is influenced by perceptions of service quality

E.  None of the above statements about customer satisfaction and service quality is true

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 04-01 Provide a solid basis for understanding what influences customer perceptions of service and the relationships among customer satisfaction, service quality, and individual service encounters.

2.

Which of the following can influence how satisfied a customer is with a service?

A.  Customers’ emotions

B.  Product features

C.  Customers’ perception of service quality

D.  Uncontrollable situational factor

E.  All of the above

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

3.

Which of the following incidents is likely to influence a customer’s perception of service quality of an appliance store?

A.  A late night call to the store’s service department

B.  The relationship the customer has established with the store after buying several different appliances

C.  A salesperson’s explanation of extended warranty service

D.  The welcoming atmosphere of the store

E.  All of the above

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 04-03 Develop critical knowledge of service quality and its five key dimensions: reliability, responsiveness, empathy, assurance, and tangibles.

4.

Which of the following statements about customer satisfaction is true?

A.  Satisfaction cannot be defined quantitatively

B.  Customer satisfaction can only be analyzed if it is considered to be a static occurrence

C.  Customer satisfaction can only be determined through anecdotal evidence

D.  Satisfaction may be associated with feelings of ambivalence when there is a mix of positive and negative experiences

E.  Customer satisfaction is not influenced by price

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

5.

Business travelers today are more likely to order room service than ever before. A tired piece of chicken in a congealed sauce kept company by a heap of wilted lettuce will likely cause the customer to think negatively about his or her hotel stay. This is an example of how _____ influences customer satisfaction.

A.  The salesperson’s emotional state

B.  Problems with perceived equity

C.  A product feature

D.  Service validity

E.  Service attribution

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Easy
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

6.

Because Virginia’s brother died while he was cashing a check at the local bank, Virginia has always hated any type of banking. When it became necessary for her to go to the bank to empty her brother’s safe deposit box, she complained the whole time about the inept service, the too-cold air conditioning and the poor parking. Virginia’s customer satisfaction was adversely influenced by:

A.  Poor service quality

B.  Her perception of service quality

C.  Her emotional state

D.  Her attributions for service success

E.  Her perception of equity

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Moderate
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

7.

Gwen’s first trip to an amusement park was as a chaperone for a class of first grade students who were allowed to fill up on sugar on the bus trip to the park. By the end of the day, Gwen was very frustrated and very tired. Later when she revisited the amusement park, Gwen could not enjoy the experience because she kept remembering how miserable she had been acting as a chaperone. Gwen’s satisfaction with amusement parks was adversely influenced by:

A.  Poor service quality

B.  Her perception of service quality

C.  Her emotional state

D.  Her attributions for service success

E.  Her perception of equity

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Moderate
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

8.

Raul took his dog Buffy to dog training school to stop Buffy from barking. As soon as the dog returned home, she started her same pattern of barking. Raul was highly critical of the trainers for not teaching Buffy not to bark even though he had not continued the reinforcement technique he was supposed to use to encourage Buffy’s good behavior. Raul’s customer satisfaction was adversely affected by:

A.  Poor service quality

B.  His perception of service quality

C.  His emotional state

D.  His attribution for service failure

E.  His perception of equity

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Moderate
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

9.

When customers have been surprised by a service outcome that is much better or worse than expected, they tend to look for reasons and their assessments of the reasons can influence their satisfaction. These perceived causes of service success or failure are known as:

A.  Blame states

B.  Fairness assessments

C.  Perceived disadvantages

D.  Service advantages

E.  Service attributions

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.

10.

Henry, Brad, and Carlos are all studying to be dog groomers at a local Petsmart training academy. Henry and Brad believe they received inadequate training because they could not get a job when the course concluded. Carlos thinks the academy was a great experience and really enjoys grooming the pets at Pet Heaven Kennels. In this example, satisfaction levels were influenced by:

A.  Poor service quality

B.  Their perceptions of service quality

C.  Their emotional states

D.  Their attributions for service success

E.  Their perception of equity

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Easy
Learning Objective: 04-02 Demonstrate the importance of customer satisfaction—what it is, the factors that influence it, and the significant outcomes resulting from it.