Services Marketing 6th Edition By Valerie

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Sample Questions
 

Chapter 04

Customer Perceptions of Service

Multiple Choice Questions

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
. service like reliability and responsiveness
1
.
 

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

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

A. Customers’ emotions

B. Product features
2
.
 

C. Customers’ perception of service quality

D. Uncontrollable situational factor

  

E. All of the above

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

 
3
.
C. A salesperson’s explanation of extended warranty service

D. The welcoming atmosphere of the store

E. All of the above

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

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.

5
. A. The salesperson’s emotional state

B. Problems with perceived equity

  

C. A product feature

D. Service validity

E. Service attribution

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

6
.  

B. Her perception of service quality

C. Her emotional state

  

D. Her attributions for service success

E. Her perception of equity

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

7
. B. Her perception of service quality

C. Her emotional state

D. Her attributions for service success

  

E. Her perception of equity

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

8
.  

C. His emotional state

D. His attribution for service failure

E. His perception of equity

 
 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

9  
.

C. Perceived disadvantages

D. Service advantages

E. Service attributions

Henri, Brad and Wesley are all studying to be dog groomers at a local Petsmart training
academy. Henri and Brad believe they received inadequate training because they could not
get a job when the course concluded. Wesley thinks the academy was a great experience
1 and really enjoys grooming the pets at Pet Heaven Kennels. In this example, satisfaction
0. 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

Which of the following statements about the American Customer Satisfaction Index (ACSI) is
true?

A. The ACSI demonstrates to service providers that there is much room for improvement in customer satisfac

 
1
1.
B The ACSI was developed by the federal government as a way to include customer satisfaction measuremen
. census data

C In spite of the name, the ACSI also measures customer satisfaction levels for countries with which the U.S. h
 . greater than average level of trade

D. The only country that is currently studying customer satisfaction and creating an index is the United States

E The ACSI tracks customer perceptions of the level of satisfaction provided by sole proprietorships as well as
. large corporations

Which of the following industries would be ranked highest by the American Customer
Satisfaction Index (ACSI)?

A. Internet retailers

B. Electronics
1
2.
 

C. Hotels

D. Supermarkets
  

E. Internet social media

_____ quality refers to how a service is delivered to the customer.

A. Output

B. Interaction

 
1
3.
C. Experiential

D. Technical outcome

E. Interactive

1 Imagine a bereaved family at a funeral home discovering dirty restrooms, a disco ball in the
4. chapel and loud heavy metal music on the sound system. You would be correct in saying:
 A. The physical environment quality led the family to think less of the overall service quality

B. The technical outcome quality of the facility needed fine tuning

C. The inappropriateness of the service quality was due to poor technical qualities

D. Interaction qualities led to perceived inequities

E. The overall service quality is not influenced by tangibles

Which of the following in NOT an example of technical outcome quality?

A. The taste of a meal at a restaurant

1
 
5.

B. An airplane arriving on time at an airport

 
 C. A pest control company eradicating termites in a townhouse

D. The sales associate greeting a customer in a specialty clothing store

E. A utility company connecting electricity for a customer’s new home

Customers often cannot accurately evaluate the technical qualities of legal work like that
provided when a homeowner refinances his or her property. Which of the following cues
would the homeowner be likely to use to evaluate the legal services?

A. Courtesy of the lawyer and staff

1 B. Diplomas on wall
6.

C. How the lawyer dresses

D. The lawyer’s use of humor and empathy

  

E. All of the above

Southwest Airlines has consistently had one of the best on-time performance records in the
airline industry. A critical factor in Southwest’s success has been its use of second tier
airports such as Midway in Chicago, Hobby in Houston, City in Detroit and Ontario in Los
Angeles. These lower traffic airports allow Southwest to have a faster turnaround for its
airplanes so they spend a greater percentage of their time in the air. Seventy percent of
Southwest’s flights have a turnaround time of 15 minutes. Southwest Airline’s on-time
performance reflects the _____ dimension of service quality.

A. Reliability

B. Responsiveness
1
7.
 

C. Assurance

D. Empathy

E. Tangibles
 

_____ has consistently proven to be the most important determinant of service quality.

A. Reliability

B. Responsiveness

 
1
8.
C. Assurance

D. Empathy

E. Tangibility

The _____ dimension of service quality refers to the willingness to help customers and
provide prompt service.

1
9. A. Reliability

 
 B. Responsiveness

C. Assurance

D. Empathy

E. Tangibles

Betina had a group of checks that she needed to deposit and another that she needed to
cash for a trip she was leaving on the next day. When she got to her bank on Saturday, she
was very disappointed to see it was closed. There was one car in the parking lot and a man
was walking toward it. She pulled into a place to decide what to do. The man she had seen
walked up to her car and asked if he could help. When she explained her problem, the man
introduced himself as the bank’s vice president and offered to cash her checks with the
money he had in his wallet. Betina has since learned that this kind of service is
commonplace at her bank. She knows the bank focuses on the _____ dimension of service
quality.
2
0.

A. Reliability

B. Responsiveness
  

C. Assurance

D. Empathy

E. Tangibles

For years, Allstate Insurance has used the slogan, “You’re in good hands with Allstate.”
Which dimension of service quality is this Allstate promotional campaign emphasizing?

A. Reliability

B. Responsiveness
2
1.
 

C. Assurance

D. Empathy
  

E. Tangibles

Why would a blood bank, which pays people for their blood donations and then sells this
blood to hospitals, use the name Blood Assurance?

A. Because the assurance dimension of service quality guarantees customer satisfaction

B. Because the assurance dimension of service quality means that the blood donation will be done accurately

 
2
2.
C. Because the assurance dimension of service quality emphasizes the knowledge of the employees

D. Because the assurance dimension of service quality negates concerns about tangibles

E. Because the assurance dimension of service quality inspires trust and confidence

2 When customers feel uncertain about their ability to evaluate services with high levels of
credence qualities such as banking and insurance, the ________ dimension of service
 quality is likely to be particularly important.

A. Reliability

B. Responsiveness

3.
C. Assurance

D. Empathy

E. Tangibles

The _____ dimension of service quality is the caring, individualized attention given to
customers.

A. Reliability
2
4.
 

B. Responsiveness
  

C. Assurance

D. Empathy

E. Tangibles

Ally Bank advertises “24/7 live customer care” which means that customer can call by
telephone and speak with a human being about their banking matters any time of day or
night. Ally Bank customers never have to talk to a machine. With this service feature, Ally
Bank is emphasizing the _________ dimension of service quality.

A. Reliability

 
2
5.
B. Responsiveness

C. Assurance

 
 D. Empathy

E. Tangibles

2 The Walt Disney Company dress code requires male cast members with mustaches or
6. beards to trim their facial hair to no longer than one-quarter of an inch and be well-groomed.
Male cast members without mustaches and beards must be clean shaven every day. All
cast members must keep their nametags visible at all times, have no visible tattoos and be
professional in appearance. The Walt Disney Company’s dress code reflects the _____
dimension of service quality.

A. Reliability

B. Responsiveness

C. Assurance

D. Empathy

 
 E. Tangibles

The growth of e-tailing has led to the identification of four core dimensions that consumers
use to evaluate Web sites at which they experience no questions or problems. They are:

A. Efficiency, fulfillment, system availability and privacy

B. Responsiveness, reliability, assurance and empathy

 
2
7.
C. Context, content, community and connectivity

D. Content, reliability, privacy and download speed

E. Efficiency, effectiveness, maneuverability and attractiveness

2 Research indicates that if an individual has to wait longer than eight seconds for an Internet
8. site to download, then he or she will likely abandon plans to visit the site and move on to
another site. In terms of the service quality dimensions that are used to evaluate web sites,
a site that took longer than eight seconds to download would be lacking in _________.
 A. Assurance

B. Reliability

C. Fulfillment

D. Empathy

E. Efficiency

When consumers have problems with a Web site, they use _____ dimensions to evaluate e-
service quality.

A. Tangibility, efficiency and fulfillment

2
9.  

B. Responsiveness, compensation and contact

 
 C. Empathy, efficiency and expectations

D. Reliability, privacy and assurance

E. Efficiency, fulfillment, reliability and privacy

Anika belongs to an Internet library, which lets her trade books she no longer wants for like-
valued items she does want. Most members follow the rules of the Web site, but a few
unscrupulous members do not mail requested books because they are more interested in
acquiring books than sharing them with others. Anika has the potential to experience
problems with which e-service quality dimension as she trades books?

A. Assurance

3
0. B. Reliability

C. Fulfillment

D. Empathy
  

E. Efficiency

From the customer’s point of view, the most vivid impression of service occurs in the service
_____ when the customer interacts with the service firm.

A. Event

B. Socialization

 
3
1.
C. Encounter

D. Arrangement

E. Linkage

3 On a recent trip to Disneyland, Rose had her picture taken with Minnie Mouse. After the
picture was taken, Minnie Mouse signed Rose’s autograph book. Rose’s interaction with
 Minnie Mouse was actually a(n) _______ with Disneyland.

A. Advertising event

B. Socialization

2.
C. Service encounter

D. Service arrangement

E. Acculturation

3 Which of the following statements about service encounters is true?

3.

A When a customer has multiple service encounters with a firm, the only important encounter in terms of the
. customer’s perception is the first one

B If a customer is interacting with a firm for the first time, that initial encounter will create a first impression
. organization