Jackson manages an upscale french restaurant in the

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55. Jackson manages an upscale French restaurant in the Washington, D.C. area. His restaurant offers a few specials each evening in addition to its regular menu. Jackson has trained his waiters and waitresses to report comments and requests for items that have previously only been offered as specials. Jackson uses this information to learn more about diners' food preferences, which helps to reduce the __________ gap in services marketing. A. senio rity B. knowledge C. standard s D. delivery E. communication 56. To meet or exceed customers' expectations, marketers must: 57. Colin has been directed by his boss to determine if their company is meeting customers' service quality expectations. One of Colin's problems is that services are __________, making measurement of service quality difficult.
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58. Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality? 59. Cheryl will only let Martiné cut her hair. She has tried other hairdressers, but she knows from experience that Martiné cuts her hair well every time. Cheryl has found that Martiné does an excellent job with __________, one of the service quality dimensions. A. assur ance B. reliability C. tangibles D. responsiveness E. empathy 60. Students regularly seek out Professor Guillory to advise them. She has an exceptional manner, and students are confident in her and trust her advice. Professor Guillory excels in __________, one of the five service quality dimensions.
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61. Gerald's Tire Service provides each employee with a clean, sharp-looking uniform. They also instruct employees to put all tools back where they belong and keep the work area clean and uncluttered. Gerald's Tire Service emphasizes __________ in the five service quality dimensions. 62. Because services are intangible, it is often difficult for customers to determine how a service meets their expectations, which marketers call __________.
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