Marketing Final Exam

Service delivery and influence customer evaluation of

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Unformatted text preview: s such as a frequent purchasing program. According to the _____, there may be a gap between what customers want and what Starbucks management thinks customers want. a. gap model of service quality b. service pyramid c. four dimensions of service quality d. service paradigm e. service delineation matrix ANS: A The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluation of service quality. PTS: 1 REF: 189 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 36. First Community Bank spent a considerable amount of money updating its lobby with plush sofas, a large-screen television, and a refreshment counter with popcorn and soft drinks. However, very few customers spend time in the lobby. In fact, most customers want to be in and out of the bank, with their financial transaction completed as quickly as possible. The gap model of service quality would suggest that a gap exists between: a. the service quality specifications and the service that is actually provided b. what the company provides and what the customer is told it provides c. the service customers receive and the service they want d. what customers want and what management thinks customers want e. what management thinks customers want and the quality specifications management develops to provide the service ANS: D Management thinks people want to spend time in a really nice bank lobby, but consumers seem much more concerned with timely service, which is characteristic of gap 1 in the gap model. Thus, what the customers really want seems different from what management thinks they want. PTS: 1 REF: 189-190 Thinking KEY: CB&E Model Customer OBJ: 12-3 TOP: AACSB Reflective MSC: BLOOMS Application 37. To improve its friendliness, the First National Bank hired Joy Taylor as a greeter. Joy’s job is to sit at a desk near the front lobby and greet customers as they enter with a warm, friendly smile along with a “Good Morning” or “Good Afternoon.” Unfortunately, Joy is also required to answer the bank’s main telephone line. Since she spends most of her day on the telephone, Joy rarely gets to flash her smile or greet anyone who is entering the bank. In fact, Joy is on the phone so much that she doesn’t really even seem friendly. This is an example of a gap between: a. the service quality specifications and the service that is actually provided b. what the company provides and what the customer is told it provides c. the service customers receive and the service they want d. what customers want and what management thinks customers want e. what management thinks customers want and the quality specifications management develops to provide the service ANS: A The gap model identifies five gaps that can cause problems in service delivery and influence customer evaluation of service quality. This is an example of gap 3––the gap between the service quality specification and the service that is a...
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