2 Which of the following is an example of heterogeneity of services?
a) The packaging of the pizza that I ordered today had a very different design and was made of recyclable paper.
b) The tire I bought at a Chicago service station came with a discount but lasted as long as another other tire.
c) The customer service agent who contacted me last week was more helpful than the one who contacted me today.
d) The surgical instruments that doctors use in a New York hospital are the same as those used by doctors in the Miami hospital where I was examined.
3 A credence quality is a characteristic that can be easily assessed before purchase. True False Q4 A service-providing firm that does little or no customer satisfaction research is most likely to experience a gap between ______.
a) the service quality specifications and the service that is actually provided
b) the customers’ wants and what management thinks customers want
c) what the company provides and what the customer is told it provides
d) management’s perception of what customers want and the quality specifications it develops
4 A service-providing firm that does little or no customer satisfaction research is most likely to experience a gap between ______.
- the service quality specifications and the service that is actually provided
- the customers’ wants and what management thinks customers want
- what the company provides and what the customer is told it provides
management’s perception of what customers want and the quality specifications
5 According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from
a) the inability of management and employees to do what should be done.
b) a lack of understanding or a misrepresentation of the customers’ needs, wants, or desires.
c) misleading or deceptive advertising campaigns promising more than the firm can deliver.
d) the inability of management to translate customers' needs into delivery systems within the firm
Q6 The term that describes the service process that takes place when the service is directed at a customer is called ____________________.
a) information processing
b) possession processing
c) mental stimulus processing
d) people processing