MANAGEMENT STRATEGIES FOR SERVICE BUSINESS

Question 1

It requires more than just traditional external marketing using the four Ps.

Answer 1

SERVICE MARKETING

Question 2

The service companies can differentiate their service delivery in three ways.

Answer 2

Managing Service Differentiation

Question 3

When a customer does complain, management should be irritated. (T/F)

Answer 3

FALSE

Question 4

The job of the marketing department includes encouraging everyone in the organization to practice customer-oriented thinking. (T/F)

Answer 4

TRUE

Question 5

Customers who buy hospitality products experience excitement because they cannot experience the product beforehand. (T/F)

Answer 5

FALSE

Question 6

A service firm can differentiate itself
by delivering consistently higher
quality than competitors.

Answer 6

MANAGING SERVICE QUALITY

Question 7

It is based on past experiences, word-of-mouth, and service firm advertising.

Answer 7

EXPECTATION

Question 8

Pioneers in conducting academic service research.

Answer 8

Berry, Parasuraman, & Zeithamil

Question 9

Most important dimension in meeting customer needs or service expectation.

Answer 9

RELIABAILITY

Question 10

Most important in exceeding customer expectations.

Answer 10

ASSURANCE, RESPONSIVENESS, % EMPATHY

Question 11

Internal Force called ___________

Answer 11

CORPORATE CULTURE

Question 12

top service companies are
“customer obsessed”. (T/F)

Answer 12

TRUE

Question 13

Problems inevitably occur. (T/F)

Answer 13

TRUE

Question 14

To have effective complaint resolution, managers must not empower frontline service employees. (T/F)

Answer 14

FALSE

Question 15

What is the critical component of customer retention?

Answer 15

RESOLVING CUSTOMER COMPLAINTS

Question 16

_________ is one of the
most available yet underutilized sources of customer and market information.

Answer 16

CUSTOMER COMPLAINTS

Question 17

Promotional material, employees’
appearance, and the service firm’s physical environment all help a ____________ service.

Answer 17

TANGIBILIZE

Question 18

_________ is a critical part of the service product and marketing mix.

Answer 18

EMPLOYEES

Question 19

Who is responsible for matching capacity with demand on a long-term basis?

Answer 19

CORPORATE MANAGEMENT

Question 20

What is the two major options of managers for matching capacity with demand?

Answer 20

CHANGE CAPACITY OR CHANGE DEMAND

Question 21

It allow the customer to serve as the
company’s employee.

Answer 21

SELF SERVICE TECHNOLOGIES / SSTs

Question 22

__________ a method use to match demand with capacity, and it must be managed carefully

Answer 22

OVERBOOKING