Service organizationsdesign their settings to be all things at all timesto all people.
False
A service setting that attracts a customer on one occasion may repel her during another occasion.
True
What is often the most important tangible aspect of a service offering?
The physical environment
Themore time customers spend in the service setting the greater the influence of servicescape.
True
Experimenting with a service setting is a good idea when…
All
Not every website can be reffered to as a cybersetting
False
Which, if any, of the following terms represents a virtual location where customers and employees can engage in service-related activities?
Cyberspace
The efforts of a service provider may be damaged by customers for all of the following reasons EXCEPT
All
Which of the following customer training tools should be used to encourage satisfying customer-to-customer relationships when customers are likely to interact yet have different reasons for using the service or different backgrounds?
Customer compatibility management
To reduce the likelihood of customer rage, service managers are recommended to perform all of the listed actions EXCEPT
Each
Service organizations should attempt to encourage random acts of kindness among customers.
True
Customers may be disappointed with a service for all of the following reasons EXCEPT
All
It is not possible for service organizations to train their customers to follow basic rules for producing a satisfying service experience
False
Most cases of customer rage are NOT closely linked to the service employees, service setting, and/or service process.
False
Divergence refers to the amount of flexibility in any particular step in service performance.
True
A service exists only during its enactment and, as a result, may be customized to fit an individual customer’s needs or desires.
True
Supplementing a service performance necessarily involves increasing its divergence.
False
A design and communication tool that represents both the frontstage enactment and its backstage support of a service performance is called a
Service Blueprint
According to Lovelock, which of the following categories does NOT represent a type of supplemental service?
All
Since a customized service performance can greatly enhance a customer’s service experience, service organizations are recommended to plan all of their service performances to allow service customization.
False
All services vary in the degree to which they possess the characteristics that distinguish services from physical goods.
True
The service characteristic of ‘simultaneity’ means that customers pay for the service when they consume it.
False
Which of the following is NOT typically considered a supplementary service?
An After-sale service agreement
When distinguishing services marketing and physical goods marketing, marketers are encouraged to think of services and physical goods as an either-or dichotomy.
False
The proportion of tangibles to intangibles in a product determines whether it is a good or a service.
True
Services marketing is not relevant to physical goods manufacturers.
False
Interactive marketing is where the organization has NO need to prove its commitment to serving customers.
False
For many services, the customers are considered co-producers of the service.
True
Which, if any, of the following characteristics is NOT shared by the three service experience frameworks introduced in this chapter?
All
A service framework could be used for analyzing factors contributing to the customer’s service experience
True
Service encounters often provoke a wide range of emotional and behavioral responses
True
A service encounter occurs when a customer interacts with some aspect of the service organization, usually in a marker-controlled environment.
True
According to the services marketing mix framework,
process of service assemblyrefers to the procedures and flow of activities that contribute to the delivery of the service.
According to the servuction framework, other customers present at the service experience can significantly influence the benefits that a service customer receives from the service performance.
True
The services theater framework recognizes that service organizations offer a theatrical production that can evoke emotional and behavioral responses from their customers.
True
To enhance service delivery, the Services Marketing Pyramid Model emphasizes the need to effectively manage all of the following technology links, EXCEPT;
All
Technologycannotbe used to integrate service offerings across multiple service delivery channels.
False
The link between services and productivity improvement via technology has been described in terms of
All
Information technology enables service organizations to shift from mass marketing to target individuals.
True
Which, if any, of the following is NOT a step for improving the technology of customer interfaces?
Ideally, the customer interface technology should be visible to customers
Which, if any, of the following is NOT a problem associated with the use of technology to manage customer interfaces?
All
Services are typically described as belonging to the _______ stage of economic development
information
The decision to costume service employees is an fairly easy one.
False
With respect to service personnel, great social skills do NOT compensate for poor technical skills
True
Customers view both front-stage and back-stage employees of a service organization are equally important
False
The boundary spanners in a service organization are
Frontstage employees
Service customers are often able to accurately evaluate the technical skills of the service personnel for complex services,
False
Service organizations can immediately become more efficient by customizing their service products to meet the divergent desires of their customers.
False
Service personnel who fall short of operating at the maximum end of the discretionary effort scale run the risk of being viewed as ______________ when they are ___________ to discharge their responsibilities but are ______________ to do so.
malcontents, unwilling, able
The responsibility of creating a favorable emotional customer response can take a toll on frontline service employees.
True
Unfriendly interactions between customers and employees can be the result of the customers’ misunderstandings about thetheirrole versus that of the employee
True
Full-service organizations serving small groups of customers typically require higher levels of customer-to-customer management than self-service organizations serving large numbers of people at a time.
False
A service script is an effective customer training tool for enhancing the performances of services that require a high degree of customer participation.
True
When training customers to ensure a better service experience, services should recognize that
All
Service organizations should develop policies for handling any conflicts that occur when serving customers.
True
Customers who are too friendly during a service encounterdo NOTproduce undesirable influence on other service patrons who are also experiencing the same service at the same time.
False
It is NOTimportant for customers to know their role in a service interaction
False
The information revolution has tended to weaken or undercut the notion of a regular workweek.
True
The use of which form of information technology is becoming a particularly important tool in service industries?
Handheld computers
Technology can supplement a service organization’s core service.
True
Improvements in a service organization’s core technologycannotbe used to improve its service quality.
False
Which, if any, of these statements about telecommunications and/or information technology are TRUE?
The latest advancements in telecommunications allow for a real-time system for collecting, transferring, and storing
Servicescape is another word for a service setting
True
Smart service organizationsdonotuse their physical environment as a marketing tool.
False
Byconsidering the service setting as the service employee’s home away from home when designing a servicescape, theservice performance by the service organization will get worse.
False
A customer may see the same service setting an approach environment in one circumstance but an avoidance environment in another.
True
It is never a good idea for a service organization to move some of its backstage activities and equipment to the frontstage.
False
Service organizationsdesign their settings to be all things at all timesto all people.
False
All of the following conditions are important concerns when designing a service setting EXCEPT
All
Service performances are considered to besingle-faceted phenomena
False
A service script can be normative as well as descriptive
True
Shopping services are those for which the customert has a strong prefernce for brands.
False
A service is said to possess a high degree of divergence when it has many steps in its service blueprint
False
Which of the following tasks is NOT typically required for a service organization to effectively customize a service?
All
Which of the following service organization directives is NOT required for increasing the likelihood that a service organization’s employees will
Acknowledge instantaneously
Trueempowermentof service employeesshould only allowemployees to improvise in theirsocial tasks, NOT in their technical tasks.
False
When service employees are laboring at the minimum end of the discretionary effort scale, customers are likely to hear employee mutterings such as “I do not know, I only work here.”
True
Which of the following is NOT a benefit of empowerment?
Lower training as well asoverall labor costs
Service organizationscan adopt the practice of employee empowerment as a way of leveraging the people factor.
False
According to the services theater framework, which of the following is NOT typically used to describe a service encounter?
Plot
Which, if any, of the following characteristics is NOT shared by the three service experience frameworks introduced in this chapter?
All
All four service experience components considered to be important in all types of service interactions are easily recognized
False
One can stress one of the service mix variables without making changes to the other service mix variables.
False
In most cases, defective services can be corrected after they reach the customer.
False
According to the Services Marketing Triangle, the __________ form of marketing __________ promises in services marketing.
Interactive Marketing; keeps
There is multiple ways toclassify services
True
The most easily recognizable service characteristic is
intangibility
A service is a deed, effort or performance.
True
Services are now proposed as the dominant logic in marketing.
False
The customer experience includes the influence of other customers present.
True
Which of the following customer training tools should be used to encourage satisfying customer-to-customer relationships when customers are
Customer compatibility management
Customers have NO influence on the service experience of other customers when a service has a self-service component.
False
The customer is always right.
False
The customer is an important element to consider when developing a service strategy under all of the following conditions EXCEPT when
All
Services marketing is identical to goods marketing.
False
Services do not typically rely on physical goods for their performance
False
Services involve the transfer of ownership to the customer.
False
Which of the following comparisons between physical goods marketing and services marketing is FALSE?
In contrast to physical goods marketing, the intangibility of services forces services marketers to be more creative in order to distinguish their products from competitors.
Services with significant customization have weaker scripts than services produced for masses of people.
True
It ispossible to customize a service experience through the use of theatrical tools.
True
Complexity refers to the amount of variability in the service offerings.
False
A service blueprint is a graphical representation of how the key service components are combined to create the service performance
True
A chronologically ordered representation of the steps that make up the frontstage of a service performance from a customer’s point of view is called a
Service Script
According to the services theater framework, backstage and operational support in most service encounters make a strong contribution to a successful frontstage service performance.
True
According to the servuction framework,Customer Arefers to
The customer receiving the service
The service setting refers only to the environment in which the service is provided to the customer.
False
Service frameworks perform all of listed functions EXCEPT
All
Techniques imparted by theatrical improvisation and jazz improvisation provide service workers with _______________
ABC
The decision to empower frontline employees requires that mid-level managers share some of their authority with their subordinates.
True
Empowerment is not a good idea for service organizations (eg. Walmart) that provide standard services.
False
It is NOT important for every team member to be committed to the organization’s goals; the service organization will be successful as long as the front-stage employees embrace the organizational goals.
False
Which, if any, of the listed activities can NOT be used to empower service employees through information technology?
All
The least effective use of customer databases is to make them easily accessible to the frontline service provider.
True
Which, if any, of the following is NOT an example of a technology that may be used to empower customers?
All
A servicescape can be used to accomplish all of the following marketing goals EXCEPT
All
The purpose of controlling all aspects of servicescapeis to manage all aspects ofa customer’s experience.
True
When the service setting is complex, signs or mapsincrease customer frustration.
False
An approach environment in a hospital setting would NOT include:
Qualifications of nurses
The high-bandwidth communication connection hasaltered the influence of word-of-mouth communications.
True
The information revolution
destroys the traditional idea of regular working hours.
A service setting that attracts one type of customer may repel another type of customer.
True
Service organizations can produce a satisfying customer experience by
All
The ‘number’ of customers present, regardless of their behavior, affects service experiences.
True
Skillfully managing customer participation and customer-to-customer interactionscan help organizations improve the service’s value from the customer’s point of view.
True
To understand service experiences one must identifythe factors that effect customer responses to the service being provided.
True
The central aspect of any service experience is the service encounter
True
A service script is a training manual for the service wrokers.
False
All of the statements about supplemental service elements are true EXCEPT
service providers can often delete supplemental service elements from the core service without fear of incurring some level of customer resentment.
A service blueprint is a design and communication tool for marketers to envision and plan the service performance.
True
Which, if any, of the following is NOT a characteristic of a service script?
Service scripts can be developed to detail the process of both the frontstage and backstage delivery processes.
Supplementary services augment the tangible good.
True
Services have become thedominant economic activity in developed countries around the world.
True
Which of the following statements comparing services with physical goods is FALSE?
Services may have tangible characteristics, whereas physical goods do not have any intangible characteristics.
Service organizations can develop an emotional intelligence by _______________ service workers whose interaction with customers creates a favorable emotional response.
A,B,C
Service quality has generally improved because of the strong connection between services and technology-based productivity.
True
Which, if any, is NOT an appropriate guideline for the effective creation and use of customer databases?
Customer databases should only include data that detail customer purchases over a specified time period.
It serves an organization well to move some of its backstage activities and equipment to the frontstage when the customers’ perceived risk with certain aspects of the service output is considerable.
True
Much of the planning, organizing, and implementing of a service’s delivery occurs within the _________ area of the service.
Backstage
In some restaurants, customers get a fullview of the kitchen facilities, includingthe preparation of the foods, the washing of the dinnerware etc. This is an example of
bringing back stage to the frontstage
According to the services marketing mix framework,
the traditional marketing mix is augmented with three interrelated variables that demonstrate the unique character of service products compared to physical goods.
Service organizations should stray into managing theemotional aspect of customer and employee behavior in the design and implementation of their service offering.
False
The personnel aspect of services is very important for all of the listed reasons EXCEPT
All
Which of the following, if any, is NOT a disadvantage associated with costuming service personnel?
Employees who wear a common costume facilitate customer perceptions of employee performance
The technical skills involved in the delivery of a particular type of service are often quite similar from one service provider to another
True
Supplementing a service performance to increase customer satisfaction typically
involves increasing its complexity.
Which of the following approaches have NOT been used as a basis for classifying services?
All
Which of the following statements about services is FALSE?
Customers often tend to feel less risk when purchasing a service compared to a physical good.
Service organizations that exert too much control over customers may lose their customers.
True
Service organizations must pay careful attention to the interactions among their customers.
True
