Service Quality Management

1. Which of the following is not an element of Physical Evidence?
Employee uniform
Equipment
Employee training
Design of the facilities
2. Which of the following is a way for a company to overcome the intangibility issue?
They can provide samples of their service.
They can create a tangible product to physically represent their service.
They can offer initial promotions to get consumers to try their service.
They can offer excellent training and standardized procedures.
3. Which of the following is an example of intangibility?

Jan bought a pizza, and it does not taste as good as the last time he bought one for his family.
Ria goes to a burger joint everyday to order burger and fries.
Jen tells the chef that he wants more tomatoes on his sandwich.
Brian decided to try the special every day at this favorite restaurant.
4. A concert ticket is primarily an example of which element of the marketing mix?

Process
Physical Evidence
Packaging
Product
5. Some fast food chains have detailed instructions about how staff should prepare the food. There
are timers to tell them when the chips are cooked and even painted footprints on the floor to
show where they should stand. Which element of the marketing mix are they trying to control?
Process
Physical Evidence
Packaging
Product
6. Why is it more difficult to brand services than to brand goods?

It is harder to make a service consistent.
There is no way to measure service quality.
There is no packaging to put a logo on.
It is impossible to develop a positioning statement for a service.
7. Why is it generally harder for service industry managers to cope with peaks and troughs in
demand for their products?
Services are inconsistent.
There are no salespeople to help with forecasting.
Payment is usually made after the service has been provided.
Service products cannot usually be stored.
8. One of the problems that comes from the intangibility of services is that they are perceived as
higher risk purchases than goods are. Which of the following is most likely to reassure a
customer who has paid in advance for a Centre Court seat at Wimbledon that they will in fact
get to see the tennis?
The tournament’s reputation

The advertising
An expensive and official looking ticket
The website
9. A business wants to build customer awareness of features and benefits in its products that are
better than the competition. Which element of the marketing mix is most likely to help them
achieve this?
Price
Product
Place
Promotion
10. When you see an advertisement for a store and decide to shop there, which element of the
marketing mix has succeeded?
Presentation
Product
Place
Promotion
11. Alex and Art loved the chicken wings they ordered from the restaurant last few months ago.
They decided to go back to eat again one of their favorite dishes. However, this time, the
chicken tastes different from the first time that they tried it. Which service characteristic can this
incident be associated with?
Intangibility
Variability
Homogeneity
Changing demand
12. Which of the following factors of processes are present within the services marketing mix?
Location; market coverage, branding, range, management
Perception; costs, value, regulations
Capability; efficiency, availability, customer interaction
Order processing; queuing system, service delivery, database management
13. They are composed of professionals or team of experts that deliver work or aid in completing a
task for the benefit of its customers.
Consumer Services
Industrial Services
Business Services
Commercial Services
14. This refers to services which are primarily labor intensive.

People based services
Equipment based services
Professional Services
Consumer Services
15. These are services rendered without any profit-orientation or profit motive.
Non- commercial services
Commercial services
Professional services
Non- professional services
16. Which of the following is an example of a basic/core benefit service provided by the hotel?
To provide somewhere to rest or sleep when away from home.
Clean sheets, some clean towels, Wi-Fi, and a clean bathroom.
The inclusion of a concierge service or a free map of the town in every room.
Basket of fruits, flowers or chocolates for an occasion.
17. Which of the following is an example of augmented services provided by the hotel?
To provide somewhere to rest or sleep when away from home.
Clean sheets, some clean towels, Wi-Fi, and a clean bathroom.
The inclusion of a concierge service or a free map of the town in every room.
Basket of fruits, flowers or chocolates for an occasion.
18. Which of the following best describes relationship marketing?

Building a referral network for sales.
Using your friends and family to make sales.
Building long-term relationships with your customers.
Selling to your friends and family.
19. Which of the following is not an example of relationship marketing?

A single sales promotion.
Sending out customer satisfaction surveys.
Providing related goods.
Providing services related to the product.
20. A marketing strategy with the goal of keeping individual customers over time by offering them
products that meet your exact requirements.
Advertising
Relationship marketing
Blended marketing
Trainer marketing
21. What is the primary goal of relationship marketing?

Improving existing products in response to feedback.
Building long-term bonds with customers.
Increasing new product sales upon launch.
Developing new lines of referrals.
22. How are referrals potentially impacted by effective relationship marketing?
Referrals and relationship marketing are not related with each other.
They slow or stop completely.
They are not impacted.
They can increase dramatically.
23. All of these are a part of a successful relationship marketing strategy, except:
Soliciting feedback
Superior customer service
One-way communication
Social media chat and listening
24. It is a marketing practice in which a company creates a name, symbol or design that is easily
identifiable as belonging to the company.
Branding
Loyalty
Content Marketing
Email Marketing
25. It is generally recognized that one of the best ways to get an advertising message across is
through word of mouth, that is, getting people to pass on the message to friends and family.
Why is this such a successful way to get messages heard?
It is free as there is no need to do any advertising.
The message reaches lots of people fast and is more likely to be believed.
The message is not wasted on people who will not buy your products anyway.
The message keeps being passed on forever and so more people hear it.
26. Many consumers now ask other consumers for advice on products rather than consulting
manufacturers or retailers. What makes it easier for them to do this?
Modern mobile phones have internet connections and more sophisticated cameras.
The government has encouraged manufacturers to delegate this responsibility to other consumers
in order to save costs.
Social networking sites, blogs and online reviews have made it easier and cheaper for consumers to
self-publish and communicate.
The Consumers’ Association has run a number of conferences and set up an advice share network.
27. What is a customer loyalty program?

Benefits offered to customers for doing business with them.
A way to test customers for loyalty.
A way to force customers to shop at your store.
A one-time discount given to the customers.
28. To succeed in the world of customer service what important skills are required?
Strong communication skills
Problem solving skills
Effective listening skills
All of these skills
29. A characteristic of excellent customer service is:

Minimum customer interaction and contact.
Open body language and professional communication.
Seeing the customer as commodity.
Telling the customer all about yourself.
30. To be an effective listener, the most important thing to do is to:

Respond to the message of the customer.
Let the customer know you understand.
Make meaning of the message given by the customer.
Listen to the message being said by the customer.

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1. Which of the following is not an element of Physical Evidence?

3. Which of the following is an example of intangibility?

4. A concert ticket is primarily an example of which element of the marketing mix?

6. Why is it more difficult to brand services than to brand goods?

The tournament’s reputation

14. This refers to services which are primarily labor intensive.

18. Which of the following best describes relationship marketing?

19. Which of the following is not an example of relationship marketing?

21. What is the primary goal of relationship marketing?

22. How are referrals potentially impacted by effective relationship marketing?

27. What is a customer loyalty program?

29. A characteristic of excellent customer service is:

30. To be an effective listener, the most important thing to do is to:

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