Marketing Final Exam

And she is afraid of getting cancer when she went to

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Unformatted text preview: vidualized attention to customers are addressing which service quality component? a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles ANS: D Empathy is providing caring, individualized attention to customers. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 31. Courtney’s mother died of breast cancer, and she is afraid of getting cancer. When she went to get a baseline mammogram, she wanted a facility where the personnel would not think her fears were silly and would answer all of her questions without making her feel stupid for asking them. By which of the following components of service quality is Courtney most likely to rate the mammogram provider? a. b. c. d. e. Empathy Assurance Tangibles Reliability Responsiveness ANS: A Empathy refers to providing caring and individualized attention to customers. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 32. The physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service, represents which component of service quality? a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles ANS: E Tangibles are the physical evidence of the service. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 33. James recently went to a new health clinic because he had a sore throat that wouldn’t go away. He was not familiar with this clinic and was a bit surprised when the doctor came in and was wearing blue jeans, a flannel shirt, and tennis shoes. The doctor and nurse took proper care of James, but it seemed strange to him that the doctor was dressed that way. Which component of service quality does this illustrate? a. Reliability b. Responsiveness c. Assurance d. Empathy e. Tangibles ANS: E Tangibles are the physical evidence of the service. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 34. The model of service quality that identifies five gaps that can cause problems in service delivery and influence customer evaluations of service quality is referred to as the _____ model. a. gap b. c. d. e. theory of reasoned action attribution dual-coding Fishbein ANS: A The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluations of service quality. PTS: 1 REF: 189 Thinking KEY: CB&E Model Product OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 35. Starbucks management has been trying to refocus on the things that made the company so successful. For example, Starbucks stores across the United States recently shut down for a short period of time for retraining, and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store. However, when questioned, consumers tend to focus on the need for pricing incentive...
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This document was uploaded on 09/29/2013.

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