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Exam 13: Services: The Intangible Product

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Question 21

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One approach marketers are using to reduce service __________ is to replace people with machines whenever appropriate.

A) intangibility
B) inseparability
C) spendability
D) perishability
E) variability

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Question 22

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What are the potential gaps in the Gaps Model? What is it designed to do?

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The four potential gaps are knowledge,st...

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Question 23

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The knowledge gap is where "the rubber meets the road," where the customer directly interacts with the service provider.

In the marketing of services,empowerment means allowing employees to make decisions about how service is provided to customers.

Randall arrived at the hotel to find that,although he had a guaranteed reservation,the hotel had no rooms available.He became angry when the hotel made him a reservation at a more expensive hotel but refused to pay the difference in room rates.Randall was upset because,in his opinion,the hotel's solution did not incorporate

The marketing of services differs from product marketing because services are all of these EXCEPT

When visiting a museum,you would expect to find knowledgeable museum guides who would be able to give you historical information on the museum's collections and special exhibitions.If you did not find any trained museum guides to assist you,then the museum has what type of gap? Explain why you chose your answer.

Yolanda manages a Best Sleep Inn along an interstate highway.She knows from experience that five to ten last-minute customers will call after 8 p.m.each evening looking for a room and asking the price.Yolanda has empowered her staff to offer discounts when the motel is largely vacant,and to quote the standard price when the motel is close to full.She knows her service is __________,meaning that if no one stays in the room,it generates no revenue that evening.

All products and services are intangible.

A delivery gap is the difference between the firm's standards and the actual service it provides to customers.

After observing a customer verbally abuse a waiter,the first thing a manager can do to ensure quality service is to

Jackson manages a men's styling salon in the Buckhead area of Atlanta.He has trained his sales staff to report comments and requests for services the store currently does not offer.Which services gap might this information help to reduce?

Dopson's Hardware was in bad financial shape.They owed so much money that vendors put the store on a cash-only delivery basis.As a result,the store had a dwindling inventory of goods to sell.Whenever a customer asked about an unavailable item,the owner directed the sales staff to say that it was on back order and would be in stock next week.When the customer returned,the item was still unavailable.The owner's policy created a(n) __________ gap.

Nicole knows her restaurant is understaffed today.She is hoping to get through the day without falling below her customers'__________,the difference between what her customers want and what they will accept before going elsewhere.

The building block of service quality called __________ refers to the ability of the firm's employees to convey trust and confidence.

Barnes & Noble bookstores have computers available for associates to use to search for books requested by customers and to place special orders.These computers are an example of

Bob's Motel shows photos of a wide,sandy beach on its website,leading visitors to assume the motel is located on or near the beach.However,in reality Bob's Motel is located half a mile from the beach.Which of the service quality gaps does this demonstrate?

The building blocks of service quality are reliability,responsiveness,assurance,empathy,and tangibles.

In the Paradise Motel example in the text,the motel offered stale food,advertised babysitting services that were not readily available,and had an assistant manager with a poor attitude.If you were the new manager of the Paradise Motel,how would you use the five dimensions of service quality to identify and correct the problems?

Cheryl will only let Martiné cut her hair.She has tried other hairdressers,but she knows from experience that Martiné cuts her hair well every time.For Cheryl,__________ is the most important of the five service quality dimensions.