CHAPTER 1

QN=1 There are several reasons why the services sector is increasing in almost all
countries around the world. Which is not one of the contributing reasons?

a. The knowledge-based industries are growing.

b. Countries are less dependent on agriculture.
c. Some manufacturing firms are now focusing on marketing services as well.
d. The construction and manufacturing industries are booming.
e. More companies are outsourcing some of their service components.
QN=2 The three broad categories of things processed in services are
____________, ____________, and ____________.
a. people; physical objects; data
b. people; organizations; documents
c. people; data; projects
d. physical objects; data; documents
e. physical objects; organizations
f.
QN=3 A useful way to distinguish between goods and services is to place them on a
continuum from ____________ to ____________.
a. practical; impractical
b. tangible-dominant; intangible-dominant
c. low; high
d. reliable; unreliable
e. prepared; unprepared
QN=4 Which of the following is an example of co-production?
a. Withdrawing from an ATM.
b. Eating fast food.
c. Touring an aquarium.
d. Buying a stereo.
e. Selling items on eBay.
QN=5 Customers being turned away or having to wait is an implication of which
aspect of services?
a. People may be a part of the service experience.
b. Intangible elements usually dominate value creation.
c. Services are often difficult to visualize and understand.
d. Customers may be involved in co-production.
e. Most services cannot be inventoried.
QN=6 The three additional Ps of services marketing that extend the original four Ps
of marketing are _____________, _____________, and _____________.
a. product; price; place; promotion
b. prospects; process; people; promotion
c. physical environment; process; people
d. prosperity; process; people; promotion
e. physical environment; prosperity; planning; process
QN=7 A movie theater seat is an example of _____________.
a. renting durable goods
b. closely engaging customers in the service process
c. renting portions of a larger physical entity
d. the centrality of time to services
e. differences in customer choice criteria
QN=8 Education is an example of a/an _____________ service.
a. people-processing
b. information processing
c. mental stimulus processing
d. possession-processing
e. physical processing
QN=9 Service firms have reservations systems because.
a. intangible elements usually dominate value creation.
b. most service products cannot be inventoried.
c. distribution may take place through non-physical channels
d. customers may be involved in co-production
e. all of the above
QN=10 Cinema is an example of a/an _____________ service.
a. people-processing
b. information processing
c. mental stimulus processing
d. possession-processing
e. physical processing
QN=11 Hotel is an example of a/an _____________ service.
a. people-processing
b. information processing
c. mental stimulus processing
d. possession-processing
e. physical processing
QN=12 An example of Information processing service is¬¬¬______________
a. Hairstylist
b. Cinema
c. Banking
d. Hotel
e. Restaurant
QN=13 An example of Mental stimulus processing service is__________
a. Hair-cutting
b. Cinema
c. Banking
d. Plumping
e. Restaurant
QN=14 An example for a service that offers access to physical environments as a
form of rental is ____________
a. Hair-cutting
b. Dry cleaning
c. Museum
d. Kindergarten
e. Management consultancy
QN=15 An example for a service that offers labor and expertise rental is
____________
a. Cinema
b. Bus
c. Museum
d. Gyms
e. Management consultancy
QN= 16 Poor task executed by customer may hurt productivity, spoil service
experience and curtail benefits is the implication of___________
a. Most service products cannot be inventories
b. Service is intangible
c. People may be part of service experience
d. Customer may be involved in co-production
E6 Time factor often assumes great important
QN= 17 Service producers need to focus on recruit, train and reward employees
because_________
a. Most service products cannot be inventories
b. Service is intangible
c. People may be part of service experience
d. Customer may be involved in co-production
e. Time factor often assumes great important
QN= 18 Service producers need to focus educate customer to perform effectively
and provide customer support because______________
a. Most service products cannot be inventories
b. Service is intangible
c. People may be part of service experience
d. Customer may be involved in co-production
e. Time factor often assumes great important
QN= 19 Which of the following fields would be least likely to be described as
intangible-dominant?
a. Manufacturing
b. Education
c. Insurance
d. Banking
e. Engineering
QN= 20 Which of the following products is an example of intangible dominant?
a. A Funeral
b. A Car rental
c. A hotpot restaurant
d. Magazine subscription
e. Math tutoring
QN= 21 Which of the following is not a marketing problem caused by intangibility of
services?
a. Services lack the ability to be stored
b. Services lack patent protection
c. Services are difficult to price
d. Services are difficult to communicate to consumers
e. Consumers are involved in the service production process

CHAPTER 2
QN= 21 Which of the following is not a marketing problem caused by intangibility of
services?
a. Services lack the ability to be stored
b. Services lack patent protection
c. Services are difficult to price
d. Services are difficult to communicate to consumers
e. Consumers are involved in the service production process
QN=2 The prepurchase stage begins with ____________.
a. perceived risk
b. formation of expectations
c. moments of truth
d. evoked set
e. need arousal
QN=3
Tangible characteristics that customers can evaluate prior to purchase are termed
____________.
a. search attributes
b. experience attributes
c. credence attributes
d. satisfaction attributes
e. capital attributes
QN=4
Characteristics that customers find hard to evaluate even after consumption are
termed ____________.
a. search attributes
b. experience attributes
c. credence attributes
d. satisfaction attributes
e. capital attributes
QN=5
Which of the following is NOT a type of perceived risk in purchasing and using
services?
a. Functional
b. Permanent
c. Financial
d. Physical
e. Social
QN=6 The service operations system does not include ____________.
a. physical facilities
b. Equipment
c. other customers
d. technical core
e. Personnel
QN=7
During the post-purchase stage, consumers may make satisfaction judgments that
___________ their experience.
a. negatively confirm, positively confirm, disconfirm
b. positively disconfirm, confirm, negatively disconfirm
c. disconfirm, positively confirm, negatively disconfirm
d. negatively disconfirm, positively disconfirm, positively confirm
e. positively confirm, negatively confirm, negatively disconfirm
QN=8
To develop effective marketing strategies, marketers must understand how people
make decisions about buying and using service, what the experience of service
delivery and consumption is like for customers, and ____________.
a. how they evaluate competitors
b. how they evaluate the experience
c. how often they utilize competitors
d. how often they complain to the service firm
e. the length of their relationship with the service firm
QN=9
An example of a service high in credence attribute is _____________.
a. Extreme sports
b. vacation
c. spa
d. musical performance
e. surgery
QN=10
Dental customers ____________ to avoid delays and ensure effective use of dental
professionals' time.
a. sit quietly in the waiting room
b. commit positive word-of-mouth
c. confirm and honor appointments
d. should get to know hygienists
e. provide accurate histories
QN=11 All of followings are example of search attributes in restaurant service
EXCEPT_________
a. Menu
b. Decoration
c. Price
d. Staff uniform
e. Restaurant atmosphere
QN=12 A client concerns weather her financial situation would really get better after
using financial consulting service is an example of__________
a. Financial risk
b. Functional risk
c. Sensory risk
d. Physical risk
e. Temporal risk
QN=13 Jamie don't want to go to dentist and take care of his bad teeth because he
think it will be very painful is an example of ___________
a. Psychological risk
b. Social risk
c. Sensory risk
d. Physical risk
e. Temporal risk
QN=14 According to the Servuction System, factors that influence the customer's
service experience include all of the following EXCEPT____________
a. Price
b. Contact Personnel
c. Inanimate environment
d. Other customers
e. Technical core
QN=15 Which of the following components of the Servuction System is NOT visible
to consumers?
a. Contact Personnel
b. Inanimate environment
c. Other customers
d. Technical core
e. Service Delivery System
QN=16 A customer attempted to pay his bill with his American Express credit card;
however, the service firm did not accept American Express. Which of the following
components of the Servuction Model influenced the customer's experience?
a. The other customers
b. Contact personnel
c. Inanimate environment
d. Technical core
e. Service provider
QN=17 A customer felt extremely comfortable because of the relaxation music that
staff play inside the spa. Which of the following components of the Servuction Model
influenced the customer's experience?
a. The other customers
b. Contact personnel
c. Inanimate environment
d. Technical core
e. Service provider
QN=18 A customer had a bad experience with the coffee shop as he got a bad
argument with his friends. Which of the following components of the Servuction
Model influenced the customer's experience?
a. Other customers
b. Contact personnel
c. Inanimate environment
d. Technical core
e. Service provider
QN=19 Which one of the following methods is less likely to be the solution that
customer will reach for to reduce their perceived risks
a. Searching for independent reviews and ratings
b. Watching TV commercial
c. Looking for guarantees and warranties
d. Seeking information from family and friends
e. Examining tangible cues of services
QN=20 The minimum level of service customers will accept without being dissatisfied
is ___________
a. Desired service
b. Adequate service
c. Predicted service
d. Tolerable service
e. Acceptable service
QN=21 Service provider promises, word - of - mouth, and past experience will affect
to customers' ___________ - the level of service customers actually anticipate
receiving.
a. Desired service
b. Adequate service
c. Predicted service
d. Tolerable service
e. Acceptable service
QN=22 ___________ , the type of service customers hope to receive, is a
combination of what customers believe can and should be delivered based on
personal needs.
a. Desired service
b. Adequate service
c. Predicted service
d. Tolerable service
e. Acceptable service
QN=23 The zone between Desired Service and Adequate Service is __________
a. Zone of acceptance
b. Zone of satisfaction
c. Zone of tolerance
d. Zone of variation
e. Zone of possibility
QN=24 One example of Technical core in Servuction system in a hotel is _______
a. The software to manage availability of room
b. The music played in the lobby
c. The lavender scent in the room
d. The uniform of the staff
e. The bill for customers
QN=25 The Theator is a useful metaphor for understanding service encounter. In
this metaphor, service facilities are considered as___________
a. Scripts
b. Roles
c. Stage
d. Actors
e. Blueprintings

CHAPTER 3
QN=1 Brand positioning can do all of the following except ____________.
a. generate interest in a service
b. create awareness for a service
c. meet customers' needs for a service
d. differentiate a service
e. increase adoption of a service
QN=2 Which of the following is NOT one of the four basic focus strategies?
a. Service focused
b. Unfocused
c. Fully focused
d. Refocused
e. Market focused
QN=3 A ____________ is composed of a group of buyers who share common
characteristics, needs, purchasing behavior, or consumption patterns.
a. target class
b. Class
c. focal segment
d. market segment
e. target segment
QN=4 A(n) ____________ is one that a firm has selected from among those in the
broader market and may be defined on the basis of several variables.
a. general segment
b. segmentation field
c. target segment
d. holistic segment
e. mass customization
QN=5 Which of the following is the best example of a determinant characteristic for
airline travel?
a. Oxygen masks
b. Plane size
c. Quality of food and drinks
d. Having cocktail service
e. Floatation devices
QN=6 ____________, refers to an explicit form of positioning strategy that is based
upon offering several price-based classes of service concept, each based on
packaging a distinct level of service performance across many attributes.
a. Service tiering
b. Service conscription
c. Broad-basing
d. Price-setting
e. Matching
QN=7 Market analysis addresses all of the following factors EXCEPT
____________.
a. overall level of demand
b. trend of demand
c. government regulations
d. geographic location of demand
e. market analysis addresses all of the above factors
QN=8 Competitive analysis addresses all of the following factors EXCEPT
____________.
a. examines competitors' strengths
b. identifies competitors' future positioning
c. examines competitors' current positioning
d. examines competitors' weaknesses
e. suggest opportunities for differentiation
QN=9 Which of the following is most likely the determinant attribute for customers of
bus service.
a. number of bus
b. Reach
c. bus times
d. online booking of services
e. Staff attitude
QN=10 A company that offers a wide range of services to a narrowly defined target
segment is using ____________ strategy
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
QN=11 Mc Donald serves a broad customer base with a largely standardized
product. Which of the followings best describe their strategy?
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
QN=12 Disney creates fantasy for children all over the world with their TV Channel,
Retail store, Theme Park, etc... Which of the followings best describe their strategy?
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
QN=13 _____________strategy often looks attractive because firm can sell multiple
services to a single buyer.
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
QN=14 _____________strategy often allows companies to charge premium price
because of their expertise in the market
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
QN=15 Companies that use ____________strategy might be in danger of being
"Jacks of all trades and masters of none".
a. Market focus
b. Fully focus
c. Service focus
d. Customer focus
e. Unfocus
QN=16 Which one of the following is NOT a basic elements to write a good
positioning statement:
a. Target Audience
b. Range of Price
c. Frame of Reference
d. Point of Different
e. Reason to Believe

CHAPTER 4
QN=1 ____________ facilitate use of the core product and add value and
differentiation to the customer's overall experience.
a. Fixed services
b. Value-added provisions
c. Marketing theories
d. Supplementary services
e. Service providers
QN=2 ____________ supply the central, problem-solving benefit that customers
seek.
a. Core products
b. Supplementary services
c. Delivery processes
d. Sustaining processes
e. Conditional services
QN=3 ____________ augment the core product, both facilitating its use and
enhancing its value and appeal.
a. Core products
b. Supplementary services
c. Delivery processes
d. Sustaining processes
e. Conditional services
QN=4 The order-taking process should be ____________, ____________, and
____________ so that customers do not waste time and endure unnecessary mental
physical effort.
a. short; curt; abrupt
b. simple; slow; effortful
c. short; sweet; ineffective
d. powerful; simple; abrupt
e. polite; fast; accurate
QN=5 ____________ represent a special type of order taking that entitles customers
to a specific unit of service.
a. Suggestions
b. Reservations
c. Trackers
d. Repossessions
e. Contracts
QN=6
At its simplest, ____________ consists of immediate advice from a knowledgeable
service person in response to the request: "What do you suggest?"
a. billing
b. payment
c. consultation
d. hospitality
e. selling
QN=7 ____________ services tend to be the most demanding in terms of
supplementary elements.
a. Information Processing
b. People Processing
c. Possession Processing
d. Mental Stimulus Processing
QN=8 DHL offers customers the opportunity to track the movements of their
packages, which have been assigned a unique identification number. This is an
example of ____________.
a. order-taking
b. safekeeping
c. information
d. consultation
e. exceptions
QN=9 Customers who visit Giordano outlets are greeted with a cheerful "Hello" and
"Thank you" when they enter and leave the store. That is an example of
____________ .
a. Consultation
b. Hospitality
c. Exceptions
d. Courtesy
e. Safekeeping
QN=10
Singapore Airlines Raffles Class is an example of a(n) ____________.
a. branded house
b. endorsed brand
c. house of brands
d. sub-brand
e. clear strategy
QN=11 A company's ____________ helps to determine which supplementary
services should be included.
a. Location
b. delivery system
c. key service representative
d. service atmosphere
e. market positioning strategy
QN=12 Which one of the following is NOT a facilitating service?
a. Information
b. Consultation
c. Order Taking
d. Billing
e. Payment
QN=13 One example for Information in The flower of service is__________
a. Foods and Drinks
b. Greetings from staff
c. Train Schedule
d. Invoice
e. Seats
QN=14 A thoughtful bank would position their ATM machine at brightly and visible
location. This is an example of_______________
a. Counseling
b. Information
c. Hospitality
d. Safekeeping
e. Exception
QN=15 Handling customer complaints is included in__________
a. Counseling
b. Information
c. Hospitality
d. Safekeeping
e. Exceptions
QN=16 Giordano, an international clothing retailer greets their customers with "hello"
when they enter the store and "thank you" when they leave, even if they did not buy
anything. Giordano is enhancing their core service with _________
a. Counseling
b. Information
c. Hospitality
d. Courtesy
e. Exception
QN=17 Virgin Group applies its brand name to multiple offerings in unrelated fields
from airline industry to finance. This is an example of __________branding strategy.
a. Branded House
b. Subbrands
c. Endorsed Brands
d. House of Brands
e. Private Brands
QN=18 An example of House of Brands is ____________
a. Mobifone has lots of service package such as MobiGold, MobiQ, MobiStudent,
etc...
b. Mc Donald promotes their special item Big Mac
c. Addidas opens their new store chain Addidas Neo
d. GGG operates Kichikichi, Ashima, Sumo BBQ in Vietnam
e. Disney uses the name for a wide range of services aiming at children
QN=19 Creating E-banking channel to complement current banking service
is__________
a. Style change
b. Service Improvement
c. Supplementary service innovations
d. Process line extensions
e. Product line extension
QN=20 Changing the color in restaurant is______________
a. Service improvements
b. Supplementary service innovations
c. Major service innovations
d. Major process innovations
e. Style changes
QN=21 A beach hotel starts to accept credit cards for payment, this is an example of
__________
a. Service improvements
b. Supplementary service innovations
c. Major service innovations
d. Major process innovations
e. Style changes
QN=22 First Bus employees recently received their staff uniform. The blazer now
includes a pocket on the inside so hold a mobile phone; an item given to all drivers to
report emergencies or breakdown? The new blazer's development to service is
classed as:
a. Service improvements
b. Supplementary service innovations
c. Major service innovations
d. Major process innovations
e. Style changes

CHAPTER 5

QN=1 _______________ is a key driver of channel choice.

a. Risk reduction
b. Convenience
c. Colorful photos of the product
d. Internet access
e. Lower prices
QN=2 Which of the following is NOT one of the factors that encourage extended
operating hours?
a. Availability of employees to work during "social" hours.
b. Economic pressure from consumers.
c. Changes in laws.
d. Economic incentives to improve the use of assets.
e. Automated self-service facilities.
QN=3 The four interesting innovations for service delivery arising from the Internet
are all of the following EXCEPT _____________.
a. creation of websites as a delivery channel for information-based services
b. DVDs that can store huge amounts of information
c. development of "smart" mobile phones linking users to the Internet wherever they
are
d. usage of voice recognition technology that allows customers to give information
and request service by speaking into a microphone
e. smart card containing a microchip acting as an electronic purse containing digital
money
QN=4 All of the factors below are luring customers into virtual stores EXCEPT
____________.
a. potential for better prices
b. ease of search
c. broader selection
d. opportunities for networking
e. 24-hour service with prompt delivery
QN=5 Integrating mobile devices into the service delivery infrastructure can be used
as a means to ____________ services, ____________ customers to opportunities or
problems, and ____________ information in real time to ensure that it is
continuously accurate and relevant.
a. Access; alert; update
b. Complement; alert; conceal
c. Access; attract; conceal
d. Access; guide; conceal
e. Complement; guide; conceal
QN=6 ____________ has become a popular way to expand delivery of an effective
service concept, embracing all of the seven Ps, to multiple sites, without the level of
investment capital that would be needed for rapid expansion of company-owned and
managed sites.
a. The Internet
b. International trade
c. Franchising
d. Sole proprietorship
e. Limited partnership
QN=7 Franchisors usually seek to exercise control over all aspects of the service
performance through tightly defined ____________.
a. service standards
b. procedures
c. scripts
d. physical presentations
e. all of the above
QN=8 A local presence may be necessary when exporting information-based
services for which of the following reasons?
a. Appeasing local citizens.
b. Conducting secondary research.
c. Building personal relationships.
d. Bargaining for cheaper facilities.
e. Restructuring out of date systems.
QN=9 Which one of the following methods is NOT a banking service that can be
delivered remotely?
a. Face-to-face.
b. Internet.
c. Mobile phone.
d. Call centers.
QN=10 Customers would NOT prefer self-service channels when________
a. The services are perceived as complex and high risks
b. Customers look for functional aspects of the transaction
c. Customers are highly confidence and knowledge about the service
d. Customers are technology savvy
e. Customers seeking for convenient
QN=11 What would NOT be distributed in service context?
a. Information flow
b. Promotion flow
c. Performance flow
d. Negotiation flow
e. Product flow
QN=12 Which would NOT be an available distribution option for car wash service?
a. Customer goes to service organization
b. Service organization comes to customer
c. Customer and services organization transact remotely
d. All options would be suitable for carwash service
QN=13 Which service would not suitable for remote transaction
a. House cleaning
b. Banking
c. Psychology consultation
d. Retail shop
e. CD rentings
QN=14 Who is NOT going to choose electronic self-service channels over personal
channels?
a. Customers with higher confidence
b. Customers with higher knowledge
c. Customers who look for functional aspects of service
d. Customers with social motives
e. Customers who like technology
QN=15 Following are success factors for franchisors EXCEPT____________
a. The ability to achieve a larger size with a more recognitzable brand name
b. Offering franchisees fewer supporting services but longer term contracts
c. Building controlling relationship with franchisees
d. Having lower overhead per outlet
e. Providing accurate and realistic information for franchisees

CHAPTER 6
QN=1 Which of the following is NOT an objective for service pricing?
a. Build supply.
b. Build demand.
c. Seek profit.
d. Cover costs.
e. Build a user base.
QN=2 ____________ recognizes that resource expenses are linked to the variety
and complexity of goods and services produced and not just on physical volume.
a. Break-even analysis
b. Variable cost
c. Fixed cost
d. Activity-based costing
e. Semi-fixed cost
QN=3 ____________ is defined as the sum of all the perceived benefits minus the
sum of all the perceived costs of service.
a. Net value
b. Consumer surplus
c. Gross value
d. Moderate value
e. Consumer demand
QN=4 ____________, also known as customized or personalized pricing, refers to
the practice of price discrimination.
a. Critical ratio pricing
b. Dynamic pricing
c. Collective pricing
d. Fixed pricing
e. Classical pricing
QN=5 Which of the following reduces price competition?
a. Increasing the number of competitors.
b. Increasing the number of substituting offers.
c. Wider distribution of competitor and/or substitution offers.
d. High switching costs for consumers.
e. Increasing surplus capacity in the industry.
QN=6 Revenue management is the most effective when applied to firms
characterized by all the following conditions EXCEPT ______________.
a. perishable inventory
b. relatively fixed capacity
c. varying customer price sensitivity
d. fixed inventory
e. variable demand
QN=7 Which of the following is NOT an example of a non-physical fence?
a. Time or duration of use.
b. Group membership.
c. Service level.
d. Flexibility of ticket usage.
e. Location of reservation.
QN=8 Putting service pricing into practice includes thinking of all the following
questions EXCEPT ____________.
a. What should be the specified basis for pricing?
b. How much to charge?
c. What kind of customers should be charged more?
d. Who should collect payment?
e. When should payment be made?
QN=9 Which of the following is the best example of a service industry that utilizes
price complexity?
a. Fast food
b. Education
c. Cellular phone
d. Moving/transportation
e. Medical
QN=10 A buyer's perception of value is considered a trade-off between
a. product value and psychic cost
b. total customer value and total customer cost
c. image value and energy cost
d. service value and monetary cost
e. personnel value and time cost
QN=11 Total customer cost consists of all of the following components except:
a. monetary cost
b. social cost
c. time cost
d. psychological cost
e. physical cost
QN=12 Service high on experience and credence attributes such as surgery would
create high _______________
a. monetary cost
b. social cost
c. time cost
d. psychological cost
e. physical cost
QN=13 Which situation is NOT going to increase the price competition?
a. Higher number of competitors
b. Larger amount of substituting offers
c. Wider distribution of competitors
d. Lower demand
e. Reducing surplus capacity
QN=14 Which circumstance is NOT going to help the service organization to reduce
price competitions
a. Non-price related cost of using competitors products are high
b. Personal relationships matter
c. Switching cost are high
d. Economic downturn makes customers become more price sensitive
e. Time and location specificity reduces choice
QN=15 One example of basic product rate fences in hotel industry is:
a. Size and furnishing of a hotel room
b. Free breakfast at the hotel
c. Time of booking
d. 5 consecutive days of stays
e. Personal butler
QN=16 Which one of the following is NOT a non-physical fences based on buyer
characteristics?
a. Time of booking or reservation
b. Frequency or volume of consumption
c. Group membership
d. Size of customer group
e. Geographic location
QN=16 Following ways help firms to improve customers' fairness perception
EXCEPT_____________
a. Use unpublished prices and frame fences as discounts
b. Use service recovery or deal with overbooking
c. Use bundling to hide discounts
d. Take care of loyal customer
e. Design price schedules and frame fence that are logical, clear and fair
QN=17 The cost of an evening at the theater for a couple with young children usually
far exceeds the price of the two tickets. It can include expenses such as hiring a
babysitter, travel, parking, food and drink. These expenses are
called________________
a. Moneytary cost
b. Operating cost
c. Incidental expenses
d. Physical cost
e. Psychological cost
CHAP 7
QN=1 ____________ and ____________ represent important ways to add value to
a product.
a. Reciprocation; classification
b. Information; classification
c. Information; consultation
d. Reciprocation; consultation
e. Reciprocation; mediation
QN=2 One approach to training customers, recommended by advertising experts is
to ____________.
a. train employees like customers
b. use radio advertising
c. show service delivery in action
d. design palpable service environments
e. explain service procedures in advance
QN=3 In ____________ services, where much of the firm's expertise is hidden, firms
may need to illustrate equipment, procedures, and employee activities that are taking
place ____________.
a. high-contact; front-stage
b. low-contact; backstage
c. high-contact; backstage
d. low-contact; front-stage
e. high-contact; intangibly
QN=4 Which of the following is NOT one of the four problems for marketers seeking
to promote a service's benefits?
a. Distribution
b. Abstractness
c. Generality
d. Non-searchability
e. Mental impalpability
QN=5 ____________ outside peak demand periods poses a serious problem for
service industries with ____________, like hotels.
a. Low demand; high fixed costs
b. Low demand; low fixed costs
c. High demand; high fixed costs
d. High demand; low fixed costs
e. High demand; low variable costs
QN=6 Which of the following would be classified under generality in intangibility?
a. Safety.
b. A hamburger.
c. An airline seat.
d. Facility appearance.
e. Expert advice.
QN=7 Ads based on ____________ strategies are often perceived as more
informative than ____________ ads.
a. visualization; text-only
b. expert; power
c. visualization; affective
d. utilitarian; text-only
e. visualization; expert
QN=8 Which of the following represents a broad target audience category?
a. Donors
b. Competitors
c. Employees
d. Contractors
e. Franchisers
QN=9 Which of the following is NOT a common educational and promotional
objective in service settings?
a. Build awareness of and interest in an unfamiliar service or brand.
b. Reposition a service relative to competing offerings.
c. Familiarize customers with service processes in advance of use.
d. Encourage trial of competing products.
e. Recognize and reward valued customers and employees.
QN=10 Which of the following is NOT a communication task for which marketers use
the Internet?
a. Promoting consumer awareness and interest.
b. Providing information and consultation.
c. Facilitating two-way communications with customers through e-mail and chat
rooms.
d. Enabling customers to place orders.
e. Reducing service demand through electronic tracking.
QN=11 ____________ refers to a group of technologies for distributing audio or
video programs over the Internet using a publisher/subscriber method.
a. Podcasting
b. Webcasting
c. Websiting
d. Webenabling
e. Webscribing
QN=12 Virgin Atlantic's advert promotes their 9 inch seatback screens audio and
video system with the message "Play with yourself - 9 inches of pleasure" is an
example of marketing communication help company to:
a. Position and differentiate service
b. Stimulate or dampen demand to match the capacity
c. Promote contribution of personnel and backstage operations
d. Add value through communication content
e. Facilitate customer involvement in production
QN=13 Which of the following is an example of marketing communications help to
stimulate or dampen demand to match the capacity
a. DHL advert shows the image of one of its staff with the message "Dedicated to
going beyond your expectation"
b. Alton tower gives away 2 free ticket for audience of The Sun newspaper
c. Easy Jet advertisement with the message "Your low cost hub!"
d. The ads with the picture of KFC founder Colonel Sander carrying a tray of KFC
foods and claiming himself as "woman's best friend"
e. FedEx advertisement showcased the awards it received for being rated as highest
in customer satisfaction for air, ground and international delivery
QN=14 Which of the following is not a recommended guideline for developing
service communications?
a. Tangibilize the intangible
b. Promise what is possible
c. Reduce consumer fears about the variation in performance
d. Make the service more abstract
e. Feature the working relationship between provider and customer
QN=15 Which of the following is a NOT role played by service marketing
communications?
a. Add value through communication content.
b. Facilitate customer involvement in service production.
c. Positioning to attract investors.
d. Stimulate or dampen demand to match capacity.
e. Position and differentiate the service.
QN=16 Which of the following is NOT an example of intangible abstract concept in
service promotion
a. Financial security
b. Expert advice
c. Safe transportation
d. Working timetable
e. Friendly staff
QN=17 Starbucks shows how coffee beans are cultivated, harvested and produced,
highlighting its use of the finest and freshest. This is an example of _________
a. Position and differentiate service
b. Stimulate or dampen demand to match the capacity
c. Promote contribution of personnel and backstage operations
d. Add value through communication content
e. Facilitate customer involvement in production
QN=18 Which of the following is NOT an element of a service's firm communication
mix?
a. Personal Selling
b. Sales Promotion
c. Positioning Strategy
d. Advertising
e. Publicity and Public Relation
QN=19 Which of the following is NOT a question in the check list for marketing
communication planning?
a. Who is the target audience?
b. What do we need to communicate and achieve
c. How should we communicate this?
d. How much should we spend?
e. When do the communications need to take places
QN=20 Productions channels communicate with the target audience
through_____________
a. Front line staff
b. Advertising
c. Public Relations
d. Direct Marketing
e. Word-of-mouth
QN=21 Marketing channels communicate with the target audience through following
sources EXCEPT___________
a. Front line staff
b. Advertising
c. Public Relations
d. Direct Marketing
e. Trade shows
QN=21 Following sources are originating within the organization thus they are
controlled by service firms EXCEPT___________
a. Front line staff
b. Advertising
c. Public Relations
d. Direct Marketing
e. Word-of-mouth
QN=22 Which of the following form of publicity is most porpular for B2B context?
a. Front line staff
b. Advertising
c. Public Relations
d. Direct Marketing
e. Trade-show

CHAP 8
QN=1 Blueprinting is a more complex form of ____________.
a. linear graphing
b. flow charting
c. Cox & Snell analysis
d. non-linear graphing
e. cluster analysis
QN=2 The first step in developing a service blueprint is ____________.
a. to reach a consensus on which activities are more important than others
b. to identify all the key activities involved in creating and delivering the service
c. to identify the links between a set of alternative service possibilities
d. to identify the key employees who will be enacting the service blueprint
e. to identify the key customers who will be participating in the service
QN=3 Service blueprints ____________, and how these are supported by backstage
activities and systems.
a. enhance servicescape features such as furniture and lighting
b. complicate employee handling of special requests
c. clarify the interactions between customers and employees
d. enhance customer technical know-how
e. diminish customer complaining capacity
QN=4 The line of ____________ divides front-stage activities from backstage
activities.
a. service standards and scripts
b. physical evidence
c. internal physical interaction
d. internal IT interaction
e. visibility
QN=5 Which of the following is NOT a key component of a service blueprint?
a. Line of transference
b. Line of interaction
c. Line of visibility
d. Backstage actions by customer contact personnel
e. Front-stage actions by customer contact personnel
QN=6 The ____________ or ____________ includes both the ____________ and
____________ of a service facility.
a. roll; retrieval; implicit aspects; explicit aspects
b. stage; servicescape; exterior; interior
c. stage; service area; customers; employees
d. roll; canopy; employees; equipment
e. roll; service area; front-stage; backstage
QN=7 Server ____________ ensure that service staffs do things correctly, as
requested, in the right order, and at the right speed.
a. kanbans
b. poka-yokes
c. jidokas
d. banzais
e. sodokus
QN=8 Service process redesign efforts typically focus on achieving all EXCEPT
which of the following key performance measures?
a. Reduced number of service failures.
b. Reduced cycle time.
c. Enhanced productivity.
d. Increased profitability.
e. Increased customer satisfaction.
QN=9 Service process redesign can be categorized into all EXCEPT which of the
following types?
a. Getting rid of non-value adding steps.
b. Shifting to self-service.
c. Delivering direct service.
d. Separating services.
e. Redesigning the physical aspect of service processes.
QN=10 Which of the following is NOT an advantage of self-service technologies?
a. Greater choice of products
b. Higher perceived level of customization.
c. Convenience of location.
d. Greater control over service delivery.
e. Cost and time savings.
QN=11 How many "acts" does a meal at full service restaurant consist of?
a. One act
b. Two acts
c. Three acts
d. Four acts
e. Five acts
QN=12 Banks ensure eye contact by requiring tellers to record ____________ on a
checklist at the start of a transaction.
a. the customer's eye color
b. the customer's bank account number
c. the customer's shirt size
d. the customer's account type
e. the customer's nationality
QN=13 Examples of preparing customers for service encounters include all of the
following EXCEPT ____________.
a. printing dress code requests on invitations
b. sending reminders of dental appointments
c. printing guidelines on customer cards
d. billing customers for services rendered
e. all of the above are examples of preparing customers for service encounters
QN=14 Marriage counseling is a service that requires a ____________ level of
participation from customers.
a. minimal
b. high
c. moderate
d. low
e. absolute
QN=15 The internet kiosk with a touchscreen is getting popular for the following
reasons EXCEPT ____________.
a. it is conveniently located
b. it saves customers from having to deal with other undesirable customers
c. it is accessible 24/7
d. it doesn't make mistakes, unlike employees
e. it has easy access to websites
QN=16 Front staff's uniform is an example of which element in a service Blueprint
a. Front stage activities
b. Physical evidence
c. Line of visibility
d. Support processes and supplies
e. Potential fail points
QN=17 In order to manage the customer experience well, firms can also build
emotionprints which look at customer's ____________ at each stage of service
process.
a. Waiting time
b. Potential failure
c. Thinking
d. Feeling
e. Sensing
QN=18 Which of the following is NOT the symptom that indicates the necessity of
service redesign?
a. A lot of information exchange
b. Increasing processing of exceptions
c. Data is not useful
d. Staff being familiar with the current process
e. A high ratio of checking or control activities to value-adding activities
QN=19 Blueprints identify all of the following in service process
EXCEPT__________
a. The direction in which processes flow
b. The time it takes to move from one process to the next
c. The cost involved with each process site
d. The amount of inventory build-up at each steps
e. All of the above is identified in a blueprint
QN=20 Which of the following service has the lowest customer's participation level ?
a. ATM cash withdraw
b. Weather forecast TV program
c. Hair cutting
d. Education
e. Car repair
QN=21 _______________include specitific times set for the completion of each task
and the acceptable wait between each customer activities.
a. Front stage invisible activities
b. Service standards and targets
c. Customer waiting points
d. Fail points
e. Front stage visible activities

CHAP 9
QN=1 Which of the following is NOT one of the productive capacity forms in a
service context?
a. Physical facilities designed to contain customers
b. Physical equipment used to process people, possessions, or information
c. Customers
d. Labor
e. Infrastructure
QN=2 Which of the following is NOT one of the conditions that fixed-capacity firms
may face?
a. Excess capacity.
b. Demand exceeds desired capacity.
c. Demand and supply are well-balanced.
d. Ideal demand exceeds capacity.
e. Excess demand.
QN=3 Which of the following is the correct action for a firm to take that wants to
reduce demand and has insufficient capacity?
a. Take no action.
b. Consider override for most desirable segments.
c. Consider priority systems for most desirable segments.
d. Increase prices or encourage use in other time slots.
e. Lower prices selectively.
QN=4 Which of the following is NOT one of the ways to change the overall level of
capacity to match demand variations?
a. Use part-time employees.
b. Ask customers to share.
c. Invite customers to perform self-service.
d. Cross-train employees.
e. Share facilities with the supplier.
QN=5 All of the following are questions to ask about demand patterns and their
underlying causes EXCEPT ____________.
a. Do demand levels follow a predictable cycle?
b. What are the underlying causes of these cyclical variations?
c. How much demand are competitors receiving?
d. Do demand levels seem to change randomly?
e. Can demand for a particular service over time be disaggregated by market
segment?
QN=6 Which of the following is NOT one of the five basic approaches to managing
demand?
a. Taking no action and leaving demand to find its own levels.
b. Reduce demand in peak periods.
c. Increase demand when there is excess capacity.
d. Inventory capacity until demand increases.
e. Inventory demand by creating a formalized queuing system.
QN=7 Marketing strategies can be used to shape demand in all ways EXCEPT
____________.
a. modify mode of delivery
b. use price and other cost to manage demand
c. change product elements
d. modify time and place of delivery
e. use promotion and education
QN=8 Which of the following is NOT one of the alternative queuing configurations
discussed?
a. Single line/single servers at sequential stages
b. Multiple line to single servers
c. Parallel lines to multiple servers
d. Designated lines to designated servers
e. "Take a Number" (single or multiple servers)
QN=9 All of the following are ways to make waits more bearable EXCEPT
____________.
a. encourage group waits
b. keep customers occupied while waiting
c. make customers feel comfortable during waits
d. let customers know how long they are expected to wait
e. provide the customers with no explanation for the wait
QN=10 Which of the following is NOT one of the benefits of having a reservations
system?
a. Helps service personnel to serve more effectively.
b. Helps in pre-selling the service.
c. Helps customers to avoid queuing.
d. Helps firms to keep some time aside for emergency jobs.
e. Allows demand to be controlled.
QN=11 The demand on a city bus is likely to vary by all EXCEPT which of the
following?
a. Time of day.
b. Day of the week.
c. Season of the year.
d. Population density in the city.
e. All of the above will likely cause demand to vary on a city bus.
QN=12 ____________ is usually the first variable to be proposed for bringing
demand and supply into balance.
a. Price.
b. Place.
c. Personnel.
d. Product.
e. Promotion.
QN=13 One way for car washes to decrease the number of visitors to the existing
site is to
a. Offer free pickup and delivery of cars to be washed.
b. Offer mobile car wash services.
c. Add more service options.
d. Increase prices to get the most out of current customers.
e. Educate customers on when they should have their cars washed.
QN=14 Which one of the following services has the capability that is most likely to be
affected by physical facilities designed for storing or processing goods
a. Bus
b. Dentist
c. Education
d. Car wash
e. Fast food - restaurant
QN=15 The restaurant is full of people and some of them complaint about level of
noise as well as the speed of service. This situation is called________
a. Excess Demand
b. Demand Excess Optimum Capacity
c. Demand and Supply are well Balance
d. Excess Capacity
e. Low utilization of Capacity
QN=14 Which is NOT one of the method to adjust Capacity to Match Demand?
a. Schedule downtime during period of low demand
b. Use full-time employee
c. Cross-train employee
d. Invite customer to use self-service
e. Ask customer to share
QN=15 Which one of the following services has the maximum capacity equal with
the optimum capacity?
a. High-end restarants
b. Themeparks
c. Bus
d. Cinema
QN=16 Which one of the following services has the maximum capacity different from
the optimum capacity
a. Airline
b. Car repair
c. Bus
d. Cinema
QN=17 Which one of the following queue configurations saves customers from
standing in a queue
a. Single line/single servers at sequential stages
b. Multiple line to single servers
c. Parallel lines to multiple servers
d. Designated lines to designated servers
e. "Take a Number" (single or multiple servers)
QN=18 Customers who wait in which queue configuration are most likely to have
fellings of injustice and unfairness?
a. Single line/single servers at sequential stages
b. Multiple line to single servers
c. Parallel lines to multiple servers
d. All queue configurations are perceived at the similar level of justice or fairness by
customers
e. Single line to single serves
QN=19 Checkout system at supermarket is an example of _____________
a. Single line/single servers at sequential stages
b. Multiple line to single servers
c. Parallel lines to multiple servers
d. Designated line to designated serves
e. Take a number
QN=20 Which queue confirguration has to deal with the problem that some service
stages take longer time to process than others.
a. Single line/single servers at sequential stages
b. Multiple line to single servers
c. Parallel lines to multiple servers
d. Designated line to designated serves
e. Take a number
QN=21 Waiting to buy a ticket to enter a theme park is different from waiting to ride
on a roller coaster once customers are sitting on it. This is implication of
____________
a. Solo waits feel longer than group waits
b. Physically uncomfortable waits feel longer than comfortable waits
c. Pre and post process waits feel longer than in process wait
d. Unfair waits are longer than equitable waits
e. Unfamiliar waits seem longer than familiar one
QN=22 Theme parks use electrice signs at the beginning of each line to announce
customers the approximate waiting time for each game is an implication of
___________
a. Solo waits feel longer than group waits
b. Uncertain waits are longer than known, finite waits
c. Pre and post process waits feel longer than in process waits
d. Unfair waits are longer than equitable waits
e. Unfamiliar waits seem longer than familiar ones
QN=23 Students waiting for the test to begin feel the time much longer most likely
because____________
a. Anxiety makes waites seem longer
b. Uncertain waits are longer than known, finite waits
c. Pre and post process waits feel longer than in process waits
d. Unfair waits are longer than equitable waits
e. Unfamiliar waits seem longer than familiar ones

CHAP 10
QN=1 Service environments, also called ____________ relate to the style and
appearance of the physical surroundings and other experiential elements
encountered by customers at service delivery sites.
a. service planes
b. servicescapes
c. service boxes
d. Servicetomies
e. service vaults
QN=2 The field of ____________ studies how people respond to specific
environments.
a. organizational behavior
b. marketing
c. environmental psychology
d. strategic management
e. financial management
QN=3 In environmental psychology the typical outcome variable is ____________ or
____________ of an environment.
a. service; repurchase
b. control; reproach
c. control; avoidance
d. control; sensibility
e. approach; avoidance
QN=4 The two dimensions of Russell's model of affect are ____________ and
____________.
a. centrality; dominance
b. pleasure; arousal
c. centrality; permanence
d. pleasure; regret
e. fullness; looseness
QN=5 The ____________ complex a(n) ____________ process becomes, the more
powerful is its potential impact on ____________.
a. more; affective; cognition
b. more; cognitive; affect
c. less; cognitive; services
d. less; affective; cognition
e. less; cognitive; affect
QN=6 If a service environment is inherently ____________, one should avoid
increasing ____________ levels, as this would move customers into the "distressed"
region of Russell's model.
a. pleasant; arousal
b. pleasant; excitement
c. pleasant; relaxation
d. unpleasant; arousal
e. unpleasant; excitement
QN=7 Which of the following is NOT one of the dimensions of the service
environment?
a. Exterior facilities
b. General infrastructure
c. Store layout
d. Interior displays
e. Location
QN=8 Which of the following is an ambient condition?
a. Facility layout
b. Displays
c. Music
d. Location
e. Price
QN=9 Which of the following fragrances would you use to boost energy levels and
help make customers feel happy and rejuvenated?
a. Lemon
b. Black pepper
c. Lavender
d. Eucalyptus
e. Rose
QN=10 Which one of the following colors would be LEAST likely used for a low-
involment decisions?
a. Blue
b. Red
c. Yellow
d. Orange
e. Pink
QN=11 The Generator youth hotel in London has their lobby designed like a bar
because they cater to the guests who love fun and have low budgets. This example
illustrates which way that servicescape affects to buyer behavior?
a. As a message-creating medium
b. As an attention-creating medium
c. As an effect-creating medium
d. As an mood-creating medium
e. As an relationship-creating medium
QN=12 One example of service environment helps to facilitate the service encounter
and enhance productivity is__________
a. Childcare center draws toy outline on walls to floors to show where toys should be
placed after use.
b. Las Vegas built reproductions of Paris, pyramids of Egypt, and canals of Vienne in
order to attract families.
c. Kipton Hotel design their lobby assemble to a family living room rather than big
hotel lobby to create the friendly environment
d. Restaurant provide clean table cloth to indicate the hygiene of their food
QN=14 Which of following ideas is not TRUE according to Mehrabian-Russell
Stimulus-Response Model?
a. Service environments will affect to people weather consciously or unconsciously
b. Thinking rather than Felling would drive people's responses to environment
c. Affective Responses include Pleasure and Arousal
d. Subsequence behavior responses include approach and avoidance
QN=15 Base on Russel Model of Affect , the felling that they would have when
customers are in a rush and have to wait in a long queue is___________
a. Exciting
b. Relaxing
c. Boring
d. Distressing
e. Sleepy
QN=16 Base on Russel Model of Affect , the felling people would have when waiting
for Chistmas festival in front of The Big Chapel is ___________
a. Exciting
b. Relaxing
c. Boring
d. Distressing
e. Sleepy
QN=17 Russell's model of affect proposes that emotional response to environments
can be described along the two main dimension of ____________
a. Pleasure and Exciting
b. Relaxing and Exciting
c. Pleasure and Arousal
d. Exciting and Distressing
e. Pleasure and Sleepy
QN=18 Which of the following service provider have the highest level of arousal in
their services?
a. Park Operator
b. Car Repair Store
c. Clothing Retail Shop
d. Hair Cutting Store
e. Mountain Climbing club
QN=19 Which of the following is NOT true about Arousal in Russell's model of
Affect?
a. Arousal depends on how much an individual like or dislike the environment
b. Arousal refers to how stimulated the individual feels
c. Arousal depends on information rate or load of an environment
d. Complex services usually have higher level of Arousal
e. Services with surprising elements would have higher level of Arousal
QN=20 According to Russell's Model of Affect, which of the following felling would be
most suitably targeted by a Paint Ball Service Operator?
a. Relaxing
b. Exciting
c. Depressing
d. Stimulating
e. Breathtaking
QN=21 According to Russell's Model of Affect, which of the following felling would be
most suitably targeted by a Spa
a. Relaxing
b. Exciting
c. Pleasant
d. Stimulating
e. Pleasing
QN=22 According to Russell's Model of Affect, which of the following activities a
restaurant manager should do when the restaurant are crowded to calm their
customers?
a. Increase level of yellow and red of their lighting
b. Turn on dance music
c. Using lavender scent
d. Ordering their employees to introduce new menu items to customers
e. Increase the temperature of the room
QN=23 Which type of music could help service companies to avoid jay customers?
a. Pop
b. Rock
c. Classical
d. Jazz
e. Dance
QN=24 Perfect Teeth Dental Spa in Chicago use strawberry - scented nitrous oxide
to help patient overcome fear. Which dimension in service environment is used in
this example?
a. Exterior Facility
b. Store layout
c. Artifacts
d. Ambient Conditions
e. Social Dimension
QN=25 The term ____________is used to capture the important of the physical
image of service personnel who serve customer directly
a. Front Stage personnel
b. Aesthetic Labor
c. Emotional Labor
d. Relational Labor
e. Back Stage Personnel
QN=26 A university is considering changing the type of chairs in lecture theater to
make it more comfortable for the students to concentrate. This element is an
example of__________ in Bitner's model of Servicescape
a. Signs and Artifacts
b. Exterior Facilities
c. Spatial Layout
d. Ambient conditions
e. Social dimensions
QN=27 Which dimension in Bitner's model of Servicescape will guide customers
through the process of service delivery?
a. Signs and Artifacts
b. Exterior Facilities
c. Spatial Layout
d. Ambient conditions
e. Social dimensions
QN=28 When a customer complains that the store is not clean, the store is having
proplem with which dimension of Servicescape?
a. Signs and Artifacts
b. Exterior Facilities
c. Spatial Layout
d. Ambient conditions
e. Social dimensions
QN=29 When a customer complains that it is easy to lose one's way in a large
shopping, the store is having proplem with which dimension of Servicescape?
a. Signs and Artifacts
b. Exterior Facilities
c. Spatial Layout
d. Ambient conditions
e. Social dimensions
QN=30 When a researcher try different type of scents and musics to find the best
one for the store, the tool used is ___________
a. Keen observation
b. Feedback and ideas from frontline staff and customers
c. Photo audit
d. Field experiments
e. Blueprinting
CHAP 11
QN=1 From the customer's perspective which of the following is the most important
aspect of service?
a. Management's responsiveness to occurrences of failure.
b. Timely delivery of service.
c. Efficient handling of special requests.
d. The encounter with service staff.
e. A fair price.
QN=2 Service employees are important to customers and competitive positioning,
because the front line ____________.
a. is the most visible part of the firm
b. contains more employees than management
c. is often the first to deal with customer complaints
d. is better trained at dealing with customers than are managers
e. all of the above
QN=3 Emotional labor is when employees ____________.
a. find it hard to be emotional because they are too overworked
b. have a gap between what they feel inside, and what management expects them to
display to their customers
c. have to keep their emotions under control at the work place
d. feel happy all the time because they enjoy their jobs
e. are emotionally stressed by all the demands of their jobs
QN=4 Training is most effective at reducing ____________.
a. person/role stress
b. organization/client conflict
c. interclient conflict
d. interorganizational conflict
e. intraorganizational conflict
QN=5 Outcomes of the "Cycle of Failure" for firms include ____________ and
____________.
a. low service quality; low employee turnover
b. low service quality; high employee turnover
c. high service quality; low employee turnover
d. high service quality; high employee turnover
e. mediocre service quality; unpredictable employee turnover
QN=6 The "Cycle of Failure" includes all of the following EXCEPT ____________.
a. emphasis on rules
b. emphasis on attracting new customers
c. adequate pay and job security
d. low skill levels
e. use of technology to control quality
QN=7 Companies that engage in a "Cycle of Success" are more likely to have which
of the following?
a. Happier employees
b. More loyal customers
c. Higher profit margins
d. Better wages
e. All of the above
QN=8 Employees should be trained in all these areas EXCEPT ____________.
a. organizational culture
b. organizational revenue
c. service knowledge
d. interpersonal skills
e. product knowledge
QN=9 A strategy of empowerment is most likely to be appropriate when which of the
following factors are present within the organization and its environment?
a. The business strategy is not too customized
b. The organization uses routine technology.
c. The business environment is stable.
d. Customer interactions are relational as opposed to transactional.
e. All of the above.
QN=10 The definition of a team includes all of the following EXCEPT
____________.
a. have complementary skills
b. are committed to a common purpose
c. have well-rounded personalities
d. hold themselves mutually accountable
e. have a set of performance goals
QN=11 Excellent service firms use all of the following to identify the best job
candidates EXCEPT ____________.
a. observing behavior
b. conducting personality tests
c. interviewing applicants
d. viewing transcripts
e. providing applicants with realistic job previews
QN=12 The cycle of failure includes all following EXCEPT_____________
a. Low customer turnover
b. Low profit margins
c. Narrow design of jobs to accommodate low skill level
d. Minimizaton of selection effort
e. Customer dissatisfaction
QN=13 The customer cycle of failure begins with_____________
a. High customer turnover
b. Repeated emphasis on attracting new customers
c. Employees can't response to customer's problems
d. No continuity in relationship with customers
e. Customer dissatisfaction
QN=14 The cycle of Mediocrity is mostly to be found in _____________
a. Companies that operate on lots of rules and procedures
b. Companies that have low profit margin
c. Companies that focus on high productivity by simplifying work processes and
paying the lowest possible wages
d. Companies with long-term view that seek to grow by investing in their people
e. Companies that emphasis on customer loyalty and retention
QN=15 The companies that engage in the Cycle of Mediocrity are LEAST likely to
have _______________
a. Emphasis on rules rather than pleasing customers
b. Customer Dissatisfaction
c. High employee turnover
d. High customer turnover
e. Indifferent and hostility employees
QN=16 The Employee Cycle of Success contains all of the followings
EXCEPT__________
a. Broaden job designs
b. Extensive training
c. Intensive selection effort
d. Empowerment of frontline personnel
e. Promotion based on longetivity
QN=17 The Service Talent Cycle, which is the guiding framework for succesful in HR
practices, starts with:
a. Motivating employees with full range of rewards
b. Hiring the right people
c. Empowering frontline staff
d. Extensive training
e. Developing high performance service delivery team.
QN=18 Frontline staff who work in service companies that are not customer oriented
are likely to have _____________
a. Person/Role conflict
b. Inter-client conflict
c. Organization/client conflict
d. Structural conflict
e. Service delivery conflict
QN=19 Service firms often ask employee to cross-sell and up-sell in order to improve
sales revenue. However, some customers feel uncomfortable and disatisfy when
service staff introduce new products. This could lead to increase in ___________ for
the staff
a. Person/Role conflict
b. Inter-client conflict
c. Organization/client conflict
d. Structural conflict
e. Service delivery conflict
QN=19 _____________ orcurs when there is gap between the way frontline staff fell
inside and the emotions that management requries them to display to their
customers
a. Person/role conflict
b. Inter-client conflict
c. Organization/client conflict
d. Emotional labor
e. Aesthetic labor
QN=20 When frontline staff describe customers as overdemanding, unreasonable,
arrogant; they are likely to have ___________
a. Person/role conflict
b. Inter-client conflict
c. Organization/client conflict
d. Procedure conflictt
e. Emotional stress
QN=21 Asking jumping queue customers to behave is a stressful and unpleasant
task for service staff. This cause of role stress in front line position is called
_________________
a. Person/role conflict
b. Inter-client conflict
c. Organization/client conflict
d. Procedure conflictt
e. Emotional stress
QN=22 Investing in front stage personnel is important for service firms. All of the
following statement about frontline staff is true EXCEPT ________
a. Frontline is a core part of the product
b. Frontline is the service firm
c. Frontline is the brand
d. Frontline determines productivities
e. All of these statement are true

CHAP 12
QN=1 Which of the following is NOT one of the advantages to incremental profits of
a loyal customer?
a. Profit from increased purchases.
b. Profit from decreased advertising.
c. Profit from reduced operating costs.
d. Profit from referrals to other customers.
e. Profit from price premiums.
QN=2 Steps to building a foundation of loyalty include all EXCEPT _____________.
a. delivering customer satisfaction
b. delivery service quality
c. segmenting the market to match customer needs and firm capabilities
d. acquiring customers who fit the core value proposition
e. managing the customer base through effective tiering
QN=3 The wheel of loyalty is composed of which of the following three main
components?
a. Create loyalty bonds; deliver quality service; segment the market
b. Create loyalty bonds; build higher level bonds; deliver quality service
c. Build a foundation for loyalty; create bundling; build higher level bonds
d. Build a foundation for loyalty; create loyalty bonds; reduce churn drivers
e. Create loyalty bonds; understand customer value; understand service value
QN=4 Firms should not assume that the "right customers" are always the
___________.
a. ones that are easily delighted
b. high spenders
c. price sensitive customers
d. average income earners
e. least costly to acquire
QN=5 Which of the following are the three main zones of the satisfaction-loyalty
relationship?
a. Direction; institution; affluence
b. Defection; indifference; affection
c. Detection; elimination; subversion
d. Detection; affluence; rejection
e. Direction; intention; rejection
QN=6 Which of the following is NOT one of the strategies for developing loyalty
bonds with customers?
a. Deepening the relationship
b. Lag-based bonds
c. Social bonds
d. Customization bonds
e. Structural bonds
QN=7 Which of the following is NOT one of the key strategies used to reduce
customer defections?
a. Eliminate nuisance customers.
b. Address key churn drivers.
c. Implement effective complaint handling and service recovery procedures.
d. Increase switching costs.
e. Analyze customer defections and monitor declining accounts.
QN=8 The key questions to ask when defining a firm's customer relationship strategy
include all EXCEPT _____________.
a. What is the increase in profit from increase the share-of-wallet with our current
customers?
b. How much customization or one-to-one marketing and service delivery is suitable
and profitable?
c. How will top management feel about our strategy?
d. How should our value proposition change to increase customer loyalty?
e. How much time and resources can we provide to CRM right now?
QN=9 Which of the following is NOT an example of common CRM applications?
a. Data collection
b. Data analysis
c. Market reinvestment
d. Sales force automation
e. Call center automation
QN=10 Common CRM applications include all of the following EXCEPT
_____________.
a. Data collection
b. Marketing automation
c. Data entry
d. Sales force automation
e. Finance automation
QN=11 Common failures in CRM implementation include all of the following
EXCEPT _____________.
a. employee enthusiasm about CRM
b. inadequate support from top management.
c. inadequate understanding of customer lifetime value
d. lack of coordination
e. failure to reengineer business processes
QN=12 Common failures in CRM implementation include all of the following
EXCEPT _____________.
a. employee enthusiasm about CRM
b. inadequate support from top management.
c. inadequate understanding of customer lifetime value
d. lack of coordination
e. failure to reengineer business processes
QN=13 Loyalty customers are less likely to be price sensitive and more likely to pay
regular price. In other words, service firms have more profit derived from _________
a. Increased purchase
b. Reduced operating cost
c. Reduced advertising cost
d. Referals to other customers
e. Premium price
QN=14 Service companies enjoy lower operating cost for loyal customers because
loyal customers________________
a. often purchase in greater quantities
b. Make fewer mistakes and make more use of self-service options
c. Provide positive word-of-mouth recommendations
d. Willingly pay regular price for service
e. Are lest price sensitive
QN=15 When asked for reason of loyalty, one customer states " You can get better
service than drop-in customers. They know exactly your preference". This benefit
customer received from being loyal is called___________
a. Confidence benefits
b. Risk reducing benefits
c. Social benefits
d. Relational benefits
e. Special treatment benefits
QN=16 When asked for reason of loyalty, one customer states " I like to drink coffee
there, they know who I am and remember what I like. Once I forgot to bring my wallet
with me and they told me to pay whenever I wanted ". This benefit customer received
from being loyal is called___________
a. Confidence benefits
b. Risk reducing benefits
c. Social benefits
d. Relational benefits
e. Special treatment benefits
QN=16 Building foundation for loyalty include all following activities EXCEPT
____________
a. Acquiring the customers who fit with the service's value proposition
b. Tiering service to manage customer base
c. Segmenting the market
d. Giving customers loyalty rewards
e. Delivering Quality service
QN=17 Reducing churn drivers include ____________
a. Acquiring the customers who fit with the service's value proposition
b. Tiering service to manage customer base
c. Increasing switching cost
d. Giving customers loyalty rewards
e. Delivering Quality service
QN=18 Which of the following is higher-level bond service firms should build?
a. Quality service
b. Customization service
c. Higher tier-service level
d. Recognition and appreciation
e. Financial rewards
QN=19 Vanguard Group, a growth leader in the mutual fund industry, apply a low
redemtion rate strategy in order to attract only long-term investor. This strategy help
the company to:
a. Build a foundation for loyalty
b. Create loyalty bonds
c. Reduce churn driver
d. Provide loyalty reward
e. Improve service quality
QN=19 The group of customer who usually provide the bulk of the customer base
but only a small profit margin is _____________
a. Platinium
b. Diamond
c. Gold
d. Iron
e. Lead
QN=20 The customers who are least price sensitive and most commited to the firm
is called________
a. Platinium
b. Diamond
c. Gold
d. Iron
e. Lead
QN=21 Extremely dissatisfied customers who stay at the end of
_____________could become______________
a. Zone of defection, apostles
b. Zone of Affection, apostles
c. Zone of indifferent, Terrorists
d. Zone of Defection, terrorists
e. Zone of Affetion, tersorists
QN=22 According to Susan Keveaney research, the reason that cause the largest
propotion of customers who switch to another service provider is ___________
a. Core service failures
b. Disatisfactory service encounter
c. High, deceptive or unfair pricing
d. Inconvenience in term of time, location or delays
e. Poor response to service failure

CHAP 13
QN=1 Which of the following is NOT one of the options customers take when they
are dissatisfied with a service encounter?
a. Take legal action.
b. Vent their anger on the service equipment.
c. Do nothing.
d. Complain to the service firm.
e. Give negative word of mouth.
QN=2 Which of the following is NOT one of the reasons why customers complain
that is listed in the book?
a. Better understand the failure
b. Vent their anger
c. Help improve the service
d. Obtain restitution or compensation
e. For altruistic reasons
QN=3 ____________ involves the employees of the firm who provide the service
recovery and their behavior toward the customer.
a. Procedural justice
b. Legal justice
c. Interactional justice
d. Relational justice
e. Outcome justice
QN=4 Which of the following is NOT one of the guidelines provided for the Front Line
on how to handle customer complaints?
a. Consider compensation
b. Keep the customer informed of progress
c. Explain the problem from the service firm's point of view
d. Acknowledge the customer's feelings
e. Act fast
QN=5 The ____________ refers to the sometimes-observed effect that customers
who experience a service failure and then have it resolved to their full satisfaction
are more likely to make future purchases than are customers who have no problem
in the first place.
a. referent renewal paradox
b. referent contribution paradox
c. referent acquisition paradox
d. service recovery paradox
e. service renewal paradox
QN=6 Effective service recovery procedures should be ____________,
____________, ____________, and ____________.
a. proactive, engaged, universal, empowered
b. planned, engaged, universal, trained
c. proactive, planned, trained, empowered
d. trained, engaged, flexible, spontaneous
e. trained, engaged, universal, empowered
QN=7 All EXCEPT which of the following are reasons that service guarantees are
powerful tools for both promoting and achieving service quality?
a. Guarantees reduce consumer complaining, increasing customer satisfaction and
information from customers.
b. Guarantees force firms to focus on what their customers want and expect in each
element of the service.
c. Guarantees set clear standards, telling customers and employees alike what the
company stands for.
d. Guarantees building "market muscle" by reducing the risk of the purchase
decision and developing long-term loyalty.
e. Guarantees force service organizations understand why they fail and encourage
them to identify and overcome potential fail points.
QN=8 Which of the following is NOT one of the criteria that service guarantees
should be designed to meet?
a. Easy to understand and communicate
b. Meaningful to the customer
c. Conditional
d. Easy to invoke
e. Credible
QN=9 All of the following are jaycustomers EXCEPT ___________.
a. The Cheat
b. The Rule Breaker
c. The Belligerent
d. The Deadbeat
e. The Hooligan
QN=10 The customers who are likely to abuse service employees when they are not
to be blamed are called _________
a. The Cheat
b. The Rule Breaker
c. The Belligerent
d. The Deadbeat
e. The Vandal
QN=11 The customers who abuse service equipment and facilities are
called____________
a. The Cheat
b. The Rule Breaker
c. The Belligerent
d. The Deadbeat
e. The Vandal
QN=12 How many failures can a service firm commit before the recovery paradox is
wiped out?
a. One failure
b. Two failures
c. Three failures
d. Four failures
e. Five failures
QN=13 Which of the following is NOT one of the elements of effective service
recovery?
a. Do the job right the first time
b. Seek alternative recompense strategies
c. Identify service complaints
d. Resolve complaints effectively
e. Learn from the recovery experience
QN=14 Service personnel are often abused by_________
a. The Cheat
b. The Rule Breaker
c. The Family Feuder
d. The Belligergent
e. The Vandal
QN=15 Which of the following activities is NOT a good method to cure vandalism?
a. Increasing lighting
b. Installing cameras
c. Educating customers on using equipments
d. Asking customer to provide security deposits to pay for any damage that they
cause
e. Setting more rules
QN=16 Installing surveilance system would helps to prevent following jay customers
except?
a. The Belligerent
b. The Thief
c. The Cheat
d. The Vandal
QN=17 Which of the following customer response to service failure should be
encouraged by the service providers?
a. Complain to the service firms
b. Complain to the third party
c. Swithch to another service providers
d. Negative word of mouth
e. Take legal action
QN=18 David Needleman, JetBlue's CEO, sent a personal e-mail to all customer in
the company's database to explain what caused the problem, apologized profusely
and detailed its service recovery report. This is example of a service firm understand
that customers seek for _________ when they make complain.
a. Procedural justice
b. Interactional justice
c. Outcome justice
d. Personal justice
e. Legal justice
QN=19 Which one of the following is an example of outcome justice customers
expect?
a. The airline provide vouchers or refunds when flights is delayed
b. Waiters apologize when the soup is cold
c. Managers come and explain what happen to waiting customers
d. It's free when customer call to make complain on their Internet service
e. Customers would not have to provide any proof for their complains
QN=20 When customers want the problem to be fixed, they prefer ________
a. Taking to staff
b. Using Email
c. Sending a letter
d. Producing negative word of mouth
e. Take legal action
QN=21 When a service firm features service improvements that resulted from
customer feedback, it is reducing which customers' complaining barrier?
a. Inconvenience
b. Doubtful payoff
c. Unpleasantness
d. Anger
e. Financial cost
QN=22 When a service firm allows anonymous feedback, it is reducing which
customers' complaining barrier?
a. Inconvenience
b. Doubtful payoff
c. Unpleasantness
d. Anger
e. Financial cost
QN=23 The Bugs Burger Bug Killers Guarantee includes:
- You don't owe us a penny until all the pests on your premises have been
eradicated
- If you're ever dissatisfied with the BBBK's service, you will received a refund for as
much as 12 months of service
- If a guest spots a pest on your premises, the exterminator will pay for the guest's
meal or room, send a letter of apology and pay for a future meal or stay.
- If your premises are closed down because of the presence of roaches or rodents,
BBBK will pay any fines, as well as all lost profit, plus $5,000
This is an example of
a. Single attribute - specific guarantee
b. Multi attribute - specific guarantee
c. Full satisfaction guarantee
d. Combined guarantee
QN=24 Customers are much more likely to take advantage of a firm's service
recovery effort if______________
a. They believe that they were treated unfairly
b. The service firm is small
c. The service recovery procedure is convenience
d. They have personal relationship with employees
e. The service quality is high

CHAP 14
QN=1 The common perspective on quality includes all of the following EXCEPT
____________.
a. transcendent view
b. user-based definition
c. manufacturing-based approach
d. process-based approach
e. value-based definition
QN=2 The ____________ is supply based, and is concerned primarily with
engineering and manufacturing practices.
a. transcendent view
b. user-based definition
c. manufacturing-based approach
d. product-based approach
e. value-based definition
QN=3 Which of the following is NOT a broad dimension of service quality?
a. Tangibles
b. Reliability
c. Responsiveness
d. Transcendence
e. Assurance
QN=4 ____________ and ____________ typically measure satisfaction with all
major customer service processes and products.
a. Total market surveys; ordinary surveys
b. Regular surveys; ordinary surveys
c. Regular surveys; reverse surveys
d. Regular surveys; split surveys
e. Total market surveys; annual surveys
QN=5 The ____________ is the difference between what service providers believe
customers expect and customers' actual needs and expectations
a. interpretation gap
b. standard gap
c. knowledge gap
d. service quality gap
e. internal communications gap
QN=6 The ____________ is the difference between what a service provider
communicates and what it actually delivers to the customer.
a. interpretation gap
b. communications gap
c. perceptions gap
d. standards gap
e. knowledge gap
QN=7 Which of the following is NOT one of the six service quality gaps?
a. The knowledge gap.
b. The proportion gap.
c. The policy gap.
d. The delivery gap.
e. The perceptions gap.
QN=8 Which of the following is the solution for the perception gap?
a. Ensure the right service processes and specify standards.
b. Ensure that performance meets standards.
c. Learn what customers expect.
d. Tangibilize and communicate the service quality delivered.
e. Ensure that communications promises are realistic.
QN=9 Which of the following is one of the customer-driven approaches to improving
productivity?
a. Ask customers not to use third parties.
b. Limiting customer involvement in production.
c. Changing the timing of customer demand.
d. Reducing backstage elements of production.
e. Reducing front-stage elements of production.
QN=10 Which of the following is NOT one of the six steps that can help smooth the
path of customer change?
a. Develop customer trust.
b. Understand customers' habits and expectations
c. Develop innovation and limit trial.
d. Pretest new procedures and equipment.
e. Publicize the benefits.
QN=11 Which of the following is the best example of the source of a delayed flight
caused by front-stage personnel?
a. Air traffic
b. Late food service
c. Late fuel
d. Gate agents cannot process passengers quickly enough
e. Poor announcement of departures
QN=12 Companies that focus on developing the best services take the
___________ view on quality
a. Trancedence
b. Manufacturing-based
c. User-based
d. Value-based
e. Consumer-based
QN=12 Companies that improves service quality by focusing to meet all services'
specifications and standards, take the __________view on service quality
a. Trancedence
b. Manufacturing-based
c. User-based
d. Value-based
e. Consumer-based
QN=13 In SERVQUAL, service quality dimensions include following EXCEPT
__________
a. Tangibles
b. Reliability
c. Responsiveness
d. Assuarance
e. Responsibility
QN=14 Using SERVQUAL to evaluate quality of the service, a bank ask customers
to provide feedback on the user-friendliness of their ATM machines. Which
dimension in SERVQUAL does the question aim at?
a. Tangibles
b. Reliability
c. Responsiveness
d. Assuarance
e. Emphathy
QN=15 Using SERVQUAL to evaluate quality of the service, a bank ask customers if
their staff are always willing to help customers. Which dimension in SERVQUAL
does the question aim at?
a. Tangibles
b. Reliability
c. Responsiveness
d. Assuarance
e. Emphathy
QN=16 Using SERVQUAL to evaluate quality of the service, a bank ask customers if
their staff give customers personal attention. Which dimension in SERVQUAL does
the question aim at?
a. Tangibles
b. Reliability
c. Responsiveness
d. Assuarance
e. Emphathy
QN=17 Using SERVQUAL to evaluate quality of the service, a bank ask customers if
their staff always smile when greeting customers. Which dimension in SERVQUAL
does the question aim at?
a. Tangibles
b. Reliability
c. Responsiveness
d. Assuarance
e. Emphathy
QN=18 To close the _____________Gap, services companies need to invest in
intensive training to ensure that their employees are understand and accept service
goals, standards, and priorities
a. Knowledge
b. Policy
c. Delivery
d. Communication
e. Perception
QN=18 Service companies that promote unrealistic promises in their advertisments
are most likely to have _____________
a. Knowledge Gap
b. Policy Gap
c. Delivery Gap
d. Communication Gap
e. Perception Gap
QN=19 Quality Gap is the accumulate outcomes of all preceding gaps. To close the
Quality Gap, service firms must successfully address ________ and _________
a. Knowledge Gap; Perception Gap
b. Knowledge Gap ; Policy Gap
c. Policy Gap ; Delivery Gap
d. Communication Gap; Perception Gap
e. Delivery Gap ; Perception Gap
QN=20 Which of the following customer feedback collection tools enable service
recovery?
a. Total market surveys
b. Annual surveys
c. Transactional surveys
d. Mystery shopping
e. Service feedback cards
QN=21 Results from which of the following customer feedback collection tools are
LEASE likely to represent quality of service firm?
a. Total market surveys
b. Annual surveys
c. Transactional surveys
d. Mystery shopping
e. Service feedback cards
QN=22 Which Analyzing and Addressing service quality problems tool allows service
firms to separate between important and trivial causes
a. Fish bone diagram
b. Pareto chart
c. Blueprinting
d. Poka-yoka
e. Servuction system
QN=23 Which Analyzing and Addressing service quality problems tool allows service
firms to find out potential causes for service problems
a. Fish bone diagram
b. Pareto chart
c. Blueprinting
d. Poka-yoka
e. Servuction system
QN=24 Using Fishbone Diagram, service firms find out potential causes for service
problems from following categories EXCEPT ___________
a. Customers
b. Facilities Equipment
c. Front stage Personnel
d. Procedures
e. Management

CHAP 15
QN=1 In the service profit chain, profitability, customer loyalty and customer
satisfaction is due to _____________.
a. complacent reactionism
b. satisfied, loyal and productive employees
c. conducive servicescape
d. crossfunctional teams
e. reduction management
QN=2 Which of the following is one of the three functions that are tightly linked in
effective service firms?
a. The management function.
b. The outputs function.
c. The inputs function.
d. The servicescape function.
e. The human resources function.
QN=3 Which of the following is a component of service performance discussed
under the marketing function?
a. Service quality
b. Service delivery
c. Productivity
d. Workforce
e. Role of operations
QN=4 Which of the following is a component of service performance discussed
under the operations function?
a. Role of marketing
b. Competitive appeal
c. Introduction of new technology
d. Customer profile
e. Workforce
QN=5 Management keeps the current situation going through all of the following
EXCEPT _____________.
a. Planning
b. Design
c. Budgeting
d. Controlling
e. Problem solving
QN=6 All of the following are qualities that effective leaders in service organizations
should have EXCEPT ___________.
a. love for the business
b. ways of communicating that is easily understood
c. see service quality as foundation for competing
d. recognize the part played by employees in delivering service
e. diplomatic
QN=7 Organizational culture includes all of the following EXCEPT ____________.
a. shared perceptions or themes regarding what is important in the organization
b. shared values about what is right and wrong
c. shared understanding about what works and what doesn't work
d. shared beliefs, and assumptions about why these things are important
e. diverse styles of working and relating to others
QN=8 _____________ is when leaders are able to display the behaviors that they
expect of managers and other employees.
a. Role modelling
b. Motivational management
c. Affiliative leadership
d. Authoritative leadership
e. Political maneuvering
QN=9 Which of the following is NOT one of the aspects of leadership in the future?
a. Leadership coming from emerging countries, with different styles.
b. Collaborative, using the team approach.
c. Leadership from behind, sharing power with others.
d. Building collective efforts.
e. Controlling employees so they do not act on impulse.
QN=10 _______________are service firms with uncaring workforces; thus
customers only patronize them because there is no other althernatives
a. Service losers
b. Service nonenities
c. Service professioners
d. Service leaders
e. Service winners
QN=11 _______________are considered as 'crème da la crème' in their industry
because of their oustanding service and delightful customers.
a. Service losers
b. Service nonenities
c. Service professioners
d. Service leaders
e. Service winners
QN=12 _______________are dominated with traditional operation mindsets;
therefore, receive customers' indifference
a. Service losers
b. Service nonenities
c. Service professioners
d. Service leaders
e. Service winners
QN=13 Which one of the following is NOT characteristic of leadership?
a. Concerned with development of vision and strategies, and empowerment of
people to overcome obstacles, make vision happen
b. Emphasis on emotional and spiritual resources
c. Works through people and culture
d. Produces useful change, especially non-incremental change
e. Works through hierachy and systems
QN=14 Which one of the following is a characteristic of leadership?
a. Concerned with development of vision and strategies, and empowerment of
people to overcome obstacles, make vision happen
b. Involves keeping current situation operating through planning, budgeting,
organizing, staffing, controlling, and problem solving
c. Emphasizes physical resources—raw materials, technology, capital
d. Works through hierarchy and systems
e. Keeps current system functioning
QN=15 Operation fuctions are responsible for_____________
a. Target right customers and build relationships
b. Offer solutions the meet customers' needs
c. Achieve both productivity and customers' satisfaction
d. Achieve high productivity to ensure acceptable costs
e. Recruite and retain best employees for each job
QN=16 Adhering to consistent service quality standards is the responsibility of
____________
a. Marketing fuction
b. Operational function
c. Financial function
d. Human Resource Fuction
e. Manufacturing Fuction
QN=17 In the Service Profit Chain, which drive customer satisfaction?
a. Customer loyalty
b. Value
c. Quality
d. Productivity
e. Employee Loyalty
QN=18 In the Service Profit Chain, which drive employee satisfaction?
a. Customer loyalty
b. Top management leadership
c. Internal quality
d. Service Quality
e. Employee Loyalty