FINAL EXAMINATION

Faculty: Business Management Promotion: I Year II Semester II Shift................................

Academic Year: 2013-2014Subject: Service Marketing

Exam-Date: 01/ 05 /2014 Duration: 1H:30 mns

Name................................................Gender:……….DOB:……..…….......Room:……...Seat N0:……..

I. Definition Questions (10 marks)

Choose the correct term for the definition and write it in the space provided

a. servicescape f. Skimming price

b. service breakdown g. Person/Role Conflict

c. service delivery system h. boundary spanning roles

d. Remote service i. self-service technologies

e. service culture j. Service quality improvement

1. ___________________situations when customers have expectations of a certain type or level of service

that are not met by a service provider

2.____________________ the environment in which the service is delivered and in which the firm and the

customer interact, and any tangible commodities that facilitate performance or

communication of service which all aspects of the organizations facility and physical

evidence are done

2. ____________________ new services introduced at high price when large promotional expenditures and

effective when services are major improvement over past services.

4. ____________________ where the final “assembly” take place and the product is delivered to the customer at

building, equipment, and personnel ( front stage)

5. ____________________ Employee only; has little or no customer involvement with the servicescape. Service

can be provided without the customer ever seeing the service facility.

6. ____________________Service workers may feel role conflict when they are required to subordinate their

feelings or beliefs, as when they are asked to live by the motto "The customer is

always right—even when he is wrong."

7. ____________________ a culture where an appreciation for good service exists, and where giving good

service is internal as well as ultimate, external customers is considered a natural way

of life and one of the more important norms by everyone

8. ____________________ frontline service employees who operate at the organizations and provide a link

between the external customer and environment and the internal operations of the

organization boundary by interpreting information and resources to and from the

organization and it external constituencies.

9. ____________________ services produced entirely by the customer without any direct involvement or

interaction with the firms employees and service production continuum

10. ____________________will positively affect diff kinds of customer intentions, such as praising firm, preferring

company over others, increasing volume of purchases, or agreeably paying a price premium.

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II. Multiple Questions. (10 marks)

1. Which of the following statements about customer-defined standards is true?

a. Virtually all companies possess service standards and measures that are customer-defined.

b. Anchoring service standards on customers can save money by identifying what the customer values.

c. The customer standards used today reflect the history of the business using them.

d. Customer-driven standards are necessary to close provider gap 1.

e. All of the above statements about customer-defined standards are true.

2. Which of the following is an example of a soft customer-defined standard?

a. tone of voice

b. problem fixed right the first time

c. on-time delivery

d. order 100 percent accurate

e. all complaints are handled by end of workday

3. What is the first step in developing customer-defined standards?

a. identify existing or desired service encounter sequence

b. identify customers

c. translate customer expectations into behaviors

d. select behaviors and actions for standards

e. examine servicescape for unrealized service encounters

4. Which of the following statements describes the important criteria used for setting service

standards?

a. The standards cover exceptional performance examples.

b. The standards are reactive.

c. The standards are not viewed as challenging by employees.

d. The standards are based on behaviors and actions that have proven historically important

e. None of the above statements describes the important criteria used to set service standards.

5. What needs to be analyzed and distributed to support evaluation and decision making at multiple

levels within the company?

a. Feedback about customer complaints

b. Feedback about training staff members

c. Feedback about relationship management with consumers

d. Feedback about market segmentation

e. Feedback about performance

6. Who sets the quality standard for the customer service offered by a business?

a. Marketing director

b. Board of directors

c. Customer service director

d. Customers

7. CRM stands for:

a. Customers Resource management

b. Customer Revenue Management

c. Customer Relationship Management

d. Central Resource management

8. The lifetime value of a client refers to what?

a. The company revenue spent on advertising

b. The total amount a company spends on keeping a customer happy

c. The monetary value per Customer accrued to a company over a measured period

d. The money spent on a product or service by a customer each year

9. Employees who have the most direct contact with customers are often referred to as

a. front line staff

b. Customer service reps

c. operatives

d. back room staff

10. You’re the only employee working at a small clothing store. You’re engaging a customer when the

phone rings. Do you:  

a. Tell the customer “excuse me” while you answer the phone, then put the caller on hold while you go back

to the customer.  

b. Let the phone ring and continue to engage the customer. 

c. Take the call and address the caller’s issue, then hang up and come back to the customer

d. Ask the customer to answer the phone, while you try on this cute new pantsuit that just came in.

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III. True / False Questions (10 marks)

1. The purpose of developing feedback mechanisms is to provide criticism/advice on employee

performance to the standards set by the organization to meet customer needs.

True/False

2. One of the methods in developing customer-defined standards involves translating customer

expectations into behaviors and actions for each service encounter.

True/False

3. A negative value of capacity cushion indicates that the average demand is less than the capacity

available.

True/False

4. Services → process focused, first come first serve, location often near customers, labor is scheduled

not the customer

True/False

5. service culture → the pattern of shared values and beliefs that give the members of an organization

meaning, and provide them with the rules for behavior in the organization

True/False

6. PRODUCT Strategies for Service → The gap between what customers want and what management

thinks customers want

True/False

7. Non-profit organizations provide services that respond to the wants of: → -Users, payers, donors,

politicians, appointed officials, media, general public

True/False

8. What is Gap 3? → The gap between the service quality specifications and the service that is actually

provided

True/False

9. Experience qualities → Customers may lack knowledge to make assessment, even after purchase

e.g. medical or consulting service

True/False

10. Five Gaps → Gap 1: What customers and what you think they want

Gap 2: What you think customers want and quality specifications developed

Gap 3: Service quality specifications and what is actually provided

Gap 4: What company provides and what customers are told they provide

Gap 5: Service customers receive and the service they want

True/False

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IV. Discussion Questions (5 Marks each)

1. What is the different between hard and soft standards? Give examples of each hard and soft

2. Explain the role of non-monetary costs in the marketing services?

The end of the exam!

Good luck to your exam