Chapter 16 Multiple-choice questions

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

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

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.

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.

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

People processing.

Possession processing.

Information processing.

Physical evidence.

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.

medium-contact services.

low-contact services.

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.

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

service encounter.

service recovery.

service quality.

service failure.

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

SERVSAT

SERVNET

SERVQUAL

SERVMOD

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

GAP 1—the gap between the customer's expectations and management perception.

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

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.

GAP 1—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.

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.

________________ 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.

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.

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 .

service processes, customer retention, customer acquisition, and customer decline.

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

Customer acquisition.

Customer development.

Customer satisfaction.

Customer decline.

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.

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.

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.

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.

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