1.
The customers are responsible for the value-creating processes, where value is created or
emerges as________.
a. Value before purchase
b. Value after purchase
c. Future value
d. Value in use
2. What is Service Dominant Logic?
a. Value derived from pure service itself is really the serivce provided by the pure service,
not the physical goods.
b. The value is co-created in a process that requires the only active participation of the
service provider.
c. Value derived from premium quality products is really the service provided by the high
price of premium products.
d. Value derived from physical goods is really the service provided by the good, not the
good itself.
3. ________is providing vehicles for delivering existing services in more accessible,
convenient, productive ways.
a. A great number of frontline employees
b. Technology
c. Customer journey
d. Customer profile
4. Through_____________, customers can serve themselves more effectively.
a. Artefacts
b. Servicescape
c. Self-service technologies
d. Chatbot
5. _________breaks the service delivery process that a customer receives into two parts: that
which is visible to the customer and that which is not.
a. Tangibility spectrum
b. Physical evidence
c. The servuction system model
d. Heterogeneity
6. Service quality is___________
a. A focused evaluation that reflects customer satisfaction.
b. A service design process that smooths demand and capacity.
c. A focused evaluation that reflects the customer’s perception of reliability,
responsiveness, assurance, empathy and tangibles.
d. The customer’s subjective experiences the reflect what the customer pays for what the
customer gets.
7. _____________most often results from the customer’s assessment of all his or her
experiences, not just from one single encounter.
a. Customer loyalty
b. Service switching
c. Price sensitivity
d. Prospect expectations
8. What is customer satisfaction?
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a. Satisfaction is the customer’s evaluation of a product or service in terms of whether that
product or service has met the customer’s needs and expectations.
b. Satisfaction is the customer’s evaluation of the process unfolding and the consumer
beginning to form his or her perceptions.
c. Satisfaction is the customer’s evaluation of trade-offs among different service features
such as price level versus quality versus friendliness of personnel versus level of
customization.
d. All of these.
9. what the following statement is incorrect:
a. When the customer is in a bad mood, the customer’s negative feelings may make the
customer respond postively service performance.
b. Customers’ emotions can also affect their perceptions of satisfaction with products and
services.
c. The customer’s good, happy mood and positive frame of mind influence how the
customer feel about the services the customer experience.
d. None of the above
10. Services marketing triangle shows__________
a. the firm communicate quality and value to consumers.
b. The balance between standardization and personalization be determined to maximize
both the efficiency of the organization and the satisfaction of its customers.
c. The three interlinked groups that work together to develop, promote and deliver these
service promises.
d. The firm accommodate fluctuating demand when capacity is fixed.
11. The statement: “Customers are looking for the knowledge that they could contact the service
provider if they wanted to. In this sense, they are also seeking contact, but they seldom respond
to invitations to interact.” indicates:
a. Transactional expectations
b. Active relational expectations
c. Strutural relational expectations
d. Passive relational expectations
12. why do customers want to get confidence benefits with service providers?
a. They would like to have a sense of reduced anxiety and comfort in knowing what to
expect.
b. They would like to show self-expression and a sense of comfort in knowing what to
expect.
c. They are afraid of violation of self-identity and a loss of comfort in knowing what to
expect.
d. None of the above.
13. The service providers can earn social relationship with their customers _________.
a. In short term
b. Immediately
c. In long term
d. For the first time
14. Customer behaviour benefit implies:
a. A firm receives from long-term customers is the free advertising provided through word-
of-mouth communication.
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b. Loyal customers often talk a great deal about a company and may be responsible for
generating much new business over the years.
c. Satisfied, loyal customers are likely to provide strong word-of-mouth endorsements.
d. All of the above
15._________is the difference between company understanding of customer expectations and
development of customer-driven service designs and standards.
a. Provider gap 1
b. Provider gap 2
c. Provider gap 3
d. Provider gap 4
16. Because of their experience with and knowledge of the service provider, the customer can
be able to contribute to the co-production of the service by assisting in service delivery,
indicating__________.
a. Human resource management benefits
b. Social benefits
c. Economic benefits
d. Special treatment benefits
17. The service providers generally find that customers differ in their relationship value and
that it may be______________to meet all customers’ expectations.
a. Neither practical nor profitable
b. Either practical or profitable
c. Practical and profitable
d. Wise and profitable
18. “Inernet is not a service” is_______
a. Correct
b. Incorrect
c. Unsure
d. None of the above
19. What the following statement is correct:
a. Services can be patented easily
b. Services cannot be patented easily
c. Services can be readily displayed to customers
d. Service quality may be quite easy for consumers to assess
20. Heterogeneity implies_______
a. Two services provided by different frontline employees will be precisely alike
b. Frontline employees may show their same performance from day to day or even hour
to hour.
c. Service quality does not depend on many uncontrollable factors.
d. Service delivery and customer satisfaction depend on employee and customer actions.