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Exam 4: Customer Perceptions of Service

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Question 31

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Gwen's first trip to an amusement park was as a chaperone for a class of first grade students who were allowed to fill up on sugar on the bus trip to the park.By the end of the day,Gwen was very frustrated and very tired.Later when she revisited the amusement park,Gwen could not enjoy the experience because she kept remembering how miserable she had been acting as a chaperone.Gwen's satisfaction with amusement parks was adversely influenced by:

A) Poor service quality
B) Her perception of service quality
C) Her emotional state
D) Her attributions for service success
E) Her perception of equity

F) A) and B)
G) B) and C)

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Question 32

Multiple Choice

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Which of the following statements about service encounters is true?

A) When a customer has multiple service encounters with a firm,the only important encounter in terms of the customer's perception is the first one
B) If a customer is interacting with a firm for the first time,that initial encounter will create a first impression of the organization
C) All encounters are equally important in building customer relationships
D) A customer will remember only negative service encounters and will forget any and all positive ones
E) All services have on average about the same number of service encounters

F) C) and D)
G) C) and E)

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Question 33

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Every service encounter is an opportunity to build satisfaction and quality.

Henry,Brad,and Carlos are all studying to be dog groomers at a local Petsmart training academy.Henry and Brad believe they received inadequate training because they could not get a job when the course concluded.Carlos thinks the academy was a great experience and really enjoys grooming the pets at Pet Heaven Kennels.In this example,satisfaction levels were influenced by:

When customers feel uncertain about their ability to evaluate services with high levels of credence qualities such as banking and insurance,the ________ dimension of service quality is likely to be particularly important.

When consumers have problems with a Web site,they use _____ dimensions to evaluate e-service quality.

Imagine a bereaved family at a funeral home discovering dirty restrooms,a disco ball in the chapel and loud heavy metal music on the sound system.You would be correct in saying:

Phone encounters are a type of ___________ in which tone of voice,employee knowledge,and effectiveness of handling customer issues are important criteria for judging quality.

In a __________ encounter,both verbal and non-verbal behaviors are determinants of quality,as are tangible cues such as employee appearance and informational brochures.

A man who became intoxicated on a flight started speaking loudly,annoying the other passengers.The flight attendant asked the passenger if he would be driving when the plane landed and offered him coffee.He accepted the coffee and became quieter and friendlier.This is an example of which type of service encounter incident?

Attributions influence perceptions of satisfaction with services.

A service encounter that occurs without any direct human contact is a(n) _____ encounter.

From the customer's point of view,the most vivid impression of service occurs in the service _____ when the customer interacts with the service firm.

Customers often cannot accurately evaluate the technical qualities of legal work like that provided when a homeowner refinances his or her property.Which of the following cues would the homeowner be likely to use to evaluate the legal services?

All service encounters are equally important in building good customer relationships.

Research indicates that if an individual has to wait longer than eight seconds for an Internet site to download,then he or she will likely abandon plans to visit the site and move on to another site.In terms of the service quality dimensions that are used to evaluate web sites,a site that took longer than eight seconds to download would be lacking in _________.

Which of the following are determinants of service quality in a face-to-face service encounter?

The growth of e-tailing has led to the identification of four core dimensions that consumers use to evaluate Web sites at which they experience no questions or problems.They are:

Which of the following is NOT an example of technical outcome quality?

Which of the following themes is NOT a source of customer satisfaction/dissatisfaction in service encounters?