_________ is an attitude formed by a long-term, overall evaluation of a firm's performance.

X Customer satisfaction

X Negative disconfirmation

X Positive disconfirmation

:-) Service quality

? Customer retention

__________ is a short-term, transaction specific measure.

:-) Customer satisfaction

? Focus group interviews

? Noncustomer research

? Service quality

? Customer retention

Which of the following statements is correct?

X customer satisfaction leads to perceived service quality

X service quality leads to customer satisfaction

X service quality leads to increased purchasing behavior

X customer satisfaction leads to increased purchasing behavior

? the relationship between service quality and customer satisfaction and how

these two concepts relate to purchasing behavior remains largely unexplained

The distance between a customer’s expectations of a service and perception of

the service actually delivered is called:

:-) service gap

? knowledge gap

? standards gap

? delivery gap
 ? communication gap

The firm's increased research orientation and enhanced upward communication

will assist the firm in decreasing which one of the following gaps?

:-) knowledge gap

? standards gap

? delivery gap

? communications gap

? confirmation gap

Understanding the customer is a critical step toward minimizing or completely

eliminating the:

:-) knowledge gap

? standards gap

? delivery gap

? communications gap

? confirmation gap

A hotel may feel that its customers prefer comfortable rooms, when, in fact,

the majority of the hotel's customers spend little time in their rooms and are

more interested in on-site amenities such as the pool, spa, and restaurants.

This hotel is suffering from a:

:-) knowledge gap

X standards gap

? delivery gap

? communications gap

? confirmation gap

As a service organization's hierarchy becomes more complex and more levels

:-) knowledge gap

X standards gap

? delivery gap

? communications gap

? confirmation gap

The difference between management perceptions of customer expectations and

and standards specifying service to be delivered is called the:

? knowledge gap

:-) standards gap

? delivery gap

? communications gap

? service gap

The firm's overemphasis on cost reduction and short-term profits will increase

the size of the:

? knowledge gap

:-) standards gap

? delivery gap

? communications gap

? confirmation gap

Management's inability to translate what consumers want into a written business

plan will increase the size of the:

X knowledge gap

:-) standards gap

? delivery gap
 ? communications gap

? confirmation gap

The __________ occurs between the actual performance of a service and the

standards set by management.

X knowledge gap

X standards gap

:-) delivery gap

? communications gap

? service gap

Which of the following is NOT a factor influencing the delivery gap?

X willingness to perform

X employee-job fit

X role ambiguity

:-) overpromising

? inadequate support

Employee willingness to perform and employee-job fit are directly related to

which of the following service quality gaps?

X knowledge gap

X standards gap

:-) delivery gap

? communications gap

? service gap

Minimizing the amount of role conflict and role ambiguity experienced by

employees will help reduce the size of this gap.

X knowledge gap
X standards gap

:-) delivery gap

? communications gap

? confirmation gap

The __________ is the difference between the service the firm promises to

deliver through its external communications and the service it actually delivers

to its customers.

X knowledge gap

X standards gap

X delivery gap

:-) communications gap

? service gap

According to the text, when competing firms begin to overpromise in order to

top one another, a __________ is likely to occur.

X knowledge gap

X standards gap

X delivery gap

:-) communications gap

? service gap

Which of the following statements pertaining to the SERVQUAL scale is

correct?

X SERVQUAL compares perceptions to what customers would normally expect

X SERVQUAL is a 22-item scale

X SERVQUAL consists of four service quality dimensions

:-) SERVQUAL compares perceptions to what a customer should expect from a

? All the above statements are incorrect

Which of the following statements pertaining to the SERVQUAL scale is

incorrect?

X The SERVQUAL dimensions were obtained through extensive focus group interviews

X SERVQUAL is a 44-item scale

X SERVQUAL consists of five service quality dimensions

X SERVQUAL compares perceptions to what a customer should expect from a

firm the delivers high-quality services

? The smaller the gap score for each of the service quality dimensions, the lower the level of service
quality provided

Which of the following is not one the five dimensions that is measured by the

SERVQUAL SCALE?

X tangibles

:-) employee satisfaction

? responsiveness

? assurance

? empathy

The SERVQUAL dimension that measures consumer views of the firm's personnel and communication
materials is the ________ dimension.

:-) tangibles

? employee satisfaction

? responsiveness

? assurance

? reliability

Employees of excellent companies will be neat in appearance is a typical statement within the
__________ dimension of the SERVQUAL scale.
:-) tangibles

? reliability

? responsiveness

? assurance

? reliability

The __________ dimension is an assessment of the firm's consistency and

dependability in service performance.

X tangibles

X empathy

X responsiveness

X assurance

? reliability

Excellent companies will perform the service right the first time is a typical

statement within the __________ dimension of the SERVQUAL scale.

X tangibles

X empathy

X responsiveness

X assurance

? reliability

__________ refers to the service firm's commitment to providing its services

in a timely manner.

X tangibles

X empathy

:-) responsiveness

? assurance
 ? reliability

The SERVQUAL dimension that measures consumer views that reflect the

security of the firm's operations is the ________ dimension.

X tangibles

X employee satisfaction

X responsiveness

:-) assurance

? reliability

Excellent companies will have the customer's best interest at heart is a typical

statement within the __________ dimension of the SERVQUAL scale.

X tangibles

:-) empathy

? responsiveness

? assurance

? reliability

Which of the following is a major criticism of the SERVQUAL scale?

X short questionnaire

:-) validity of the five service quality dimensions

? does not predict consumer purchase intention

? contact personnel

? none of the above

Research that examines the customer’s perspective of a firm’s strengths and weaknesses is called:

:-) customer research

? employee survey

? noncustomer research
 ? customer complaints

? service quality survey

The SERVQUAL dimension that is typically noted as the least important by customers is the __________
dimension.

:-) tangibles

? empathy

? responsiveness

? assurance

? reliability

The SERVQUAL dimension that is typically noted as the most important

by customers is the __________ dimension.

X tangibles

X empathy

X responsiveness

X assurance

? reliability

Which of the following is not a component of a service quality information

system?

X mystery shopping

:-) customer retention interviews

? after-sale surveys

? employee surveys

? total market service quality surveys

The component of a firm's service quality information system that is used

specifically to assess employee performance is:

X solicitation of customer complaints

X employee surveys

:-) mystery shopping

? total market service quality survey

The component of a firm's service quality information system that

assesses the firm's and competitor's service quality ratings is:

X solicitation of customer complaints

X customer focus group interviews

X employee surveys

X mystery shopping

? total market service quality survey

Which of the following is NOT a key component that needs to be built into every service quality system?

X listening

X reliability

X servant leadership

:-) individual play

Question 1.

A tool for assessing the level of service quality based on the difference between users expectations and
the service experience delivered is:

none of the above.

the balanced scorecard.

the service dashboard.

the service quality gap model.

Question 2.

A security measure to enable accidentally or deliberately deleted data to be resurrected is:

physical access restrictions.

business continuity/disaster recovery.

none of the above.

backup/restore.

network access control.

Question 3.

The creation of applications by end users (typically based on spreadsheets and database) is:

end user computing.

end user development.

Question 4.

The element of service quality which is defined as 'the knowledge and courtesy of employees and their
ability to convey trust and confidence'.

Tangibles.

Assurance.

Responsiveness.
 Empathy.

Reliability.

Question 5.

The element of service quality which is defined as 'the ability to perform the service dependably'.

Reliability.

Responsiveness.

Empathy.

Tangibles.

Assurance.

Question 6.

The element of service quality which is defined as 'a willingness to help customers and provide prompt
service'.

Responsiveness.

Tangibles.

Empathy.

Assurance.

Reliability.

Question 7.

A security measure to stop unauthorized access to documents is:

business continuity/disaster recovery.

network access control.

none of the above.

physical access restrictions.

Question 8.

This type of virus occupies boot record of hard and floppy disks and activated during computer startup.

Macro-virus.

Trojan virus.

Worm.

Boot-sector virus.

E-mail virus.

Question 9.

This type of virus is activated when a user runs an application such as a word processor or spreadsheet.

Macro-virus.

Trojan virus.

Boot-sector virus.

Worm.

E-mail virus.

Question 10.

Business activities that are contracted to a third party is known as:

business process outsourcing.

offshoring.

IT outsourcing.

none of the above.

1. Holistic marketing for services demands

a) External marketing

b) Internal marketing

c) Interactive marketing

d) All of the above

ANSWER: d) All of the above

2. _________ is about the normal work of creation, pricing, distribution and promotion of services to
customers.

a) External marketing

b) Internal marketing

c) Interactive marketing

d) All of the above

ANSWER: a) External marketing

3. ____________ is about motivating and training employees to serve customers well.

a) External marketing

b) Internal marketing

c) Interactive marketing

d) All of the above

ANSWER: b) Internal marketing

a) True

b) False

c) Vary as per condition

d) None of the above

ANSWER: a) True

5. ________ is about employees skills in serving the client.

a) External marketing

b) Internal marketing

c) Interactive marketing

d) All of the above

ANSWER: b) Internal marketing

6. To assess the service quality, customers compare the perceived service with the expected service.

a) True

b) False

c) Can't say

d) None of the above

ANSWER: a) True

7. The service-quality model identifies _________ gaps that results in unsuccessful delivery.

a) 4

b) 3

c) 5

d) 6

ANSWER: c) 5
8. As per the service quality model, researchers figure out _________ determinants of service quality.

a) 4

b) 3

c) 5

d) 6

ANSWER: c) 5

9. The five determinants of service quality in order of importance are:

a) Tangibles, empathy, assurance, responsiveness, reliability

b) Responsiveness, Reliability, Assurance, Empathy, Tangibles

c) Reliability, Responsiveness, Assurance, Empathy, Tangibles

d) All of above are false

ANSWER: c) Reliability, Responsiveness, Assurance, Empathy, Tangibles

10. As per service-quality model, the capacity to complete the promised service accurately and
dependably is

a) Responsiveness

b) Reliability

c) Assurance

d) Empathy

ANSWER: b) Reliability

1. Researchers identify four different types of tool that firms can use to grow the level of customer
engagement. Which of the following is not one of them?

Amplificative tools.

Connective tools

Advertising tools

Creative tools
2. The extent to which a service envelops a product varies according to a number of factors. Which of
the following is NOT one of the factors?

the level of tangibility associated with the type of product

performance-value.

variations in supply and demand

the way in which the service is delivered

3. A series of sequential actions that lead to predetermined outcomes when a service is performed
correctly is called:____________

service recovery.

service quality.

service processes.

service failure.

4. These types of services try to shape attitudes or behaviour. In order to achieve this, these services
have to be oriented to people's minds, This is referred to as:

Possession processing.

People processing.

Mental stimulus processing.

Information processing.

5. Which of the following is not one of the service processes?

People processing.

Possession processing.

Information processing.

Physical evidence.

6. This is when customers visit the service facility so that they are personally involved throughout the
service delivery process:

high-contact services.

information processing services.

low-contact services.

7. A framework categorizes different services, which, in turn, influence the degree to which market
offerings can be evaluated, and three main properties are identified:

search, experiment, and credence properties

search, experience, and credence properties.

sell, trust, and credence properties.

search, belief, and confidence properties.

8. An event that occurs when a customer interacts directly with a service is called:_____

service encounter.

service recovery.

service quality.

service failure.

9. A disconfirmation model and is based on the difference between the expected services and the actual
perceived service is called::

SERVSAT

SERVNET

SERVQUAL

SERVMOD

10. If an advertisement shows the interior of a train with comfortable seats and plenty of space yet a
customer boards a train only to find a lack of space and hard seating. This is an example of:

GAP 4-the gap between service delivery and external communications.

GAP 2-the gap between management perception and service-quality specification

GAP1-the gap between the customer's expectations and management perception.

GAP 3-the gap between service-quality specifications and service delivery.

11. The train operator understands customer desire for a comfortable seat but fails to specify how many
should be provided relative to the anticipated number of travellers on each route. This is an example of:
GAP 2-the gap between management perception and service-quality specification.

GAP1-the gap between the customer's expectations and management perception.

GAP 3-the gap between service-quality specifications and service delivery.

GAP 4-the gap between service delivery and external communications.

12. The development of customer experience marketing has been built on evolving ideas
concerning:__________

service encounters, perceived value, relationship marketing, and customer retention.

service encounters, perceived value, relationship marketing, and building facilities.

service encounters, perceived value, service recovery, and customer satisfaction.

service encounters, perceived value, relationship marketing, and customer satisfaction.

13. ________________ occur(s) where there is no prior history of exchange and no future exchanges are
expected between a buyer and seller.

Relationship marketing

Service mix

Market exchanges

Service failure.

14. An approach that encompasses a wide range of relationships, not just with customers, but also those
that organizations develop with suppliers, regulators, government, competitors, employees, and others,
is referred to as:

Market exchanges.

Service failure.

Relationship marketing.

Shared responsibility.

15. A customer relationship lifecycle consists of four main stages:

customer acquisition, customer development,customer attraction and customer satisfaction.

customer acquisition, customer development, customer retention, and customer decline.

customer acquisition, customer development, service encounter and customer attraction .

16. Which of the following is not the main stage in a customer relationship lifecycle?

Customer acquisition.

Customer development.

Customer satisfaction.

Customer decline.

17. Sellers encourage buyers to purchase increased quantities, to try other products, to engage with
other added-value services, and to vary delivery times and quantities. These activities occur in:

Customer development phase.

Customer acquisition phase.

Customer decline phase.

Customer retention phase.

18. Sellers encourage buyers to purchase increased quantities, to try other products, to engage with
other added-value services, and to vary delivery times and quantities. This is referred to as:___________

the customer acquisition phase.

the customer decline phase.

the customer development phase.

the customer retention phase.

19. It has been claimed that the three major outcomes from the development of relationship trust are
satisfaction, ___________, and continuity (Pavlou, 2002).

reduced perceived risk

service recovery.

Service processes.

efficiency.

20. When there is little or no personal contact between customer and service provider, this is classified
as:

Low-contact service.
Medium-contact service.

High-contact service.

Intense-contact service.