Marketing - Study Mode
[#276] The moments of interaction between the customer and the service firm are called:
Correct Answer
(B) critical incidents
Explanation
Solution: The moments of interaction between the customer and the service firm are called critical incidents. They are critical as they determine a customer’s perception of, and reaction to, a brand.
[#277] Services that do not meet customer expectations are called:
Correct Answer
(A) service failures
Explanation
Solution: Services that do not meet customer expectations are called service failures. A service failure, simply defined, is service performance that fails to meet a customer s expectations. Typically, when a service failure occurs, a customer will expect to be compensated for the inconvenience in the form of any combination of refunds, credits, discounts or apologies.
[#278] The difference between desired service and the level of service considered adequate is known as
Correct Answer
(B) Tolerance zone
Explanation
Solution: The zone of tolerance (ZOT) is defined as “the difference between desired service and the level of service considered adequate”. The difference between these two expectation standards is the tolerance zone.
[#279] Service failures involving problematic customer include _________.
Correct Answer
(D) all of the above
Explanation
Solution: Service failures involving problematic customer include uncooperative customers, breaking company policies and verbal and physical abuse.
[#280] What are the five principle dimensions to judge service quality?
Correct Answer
(A) Reliability, responsiveness, assurance, empathy, tangibles
Explanation
Solution: Reliability, responsiveness, assurance, empathy and tangibles are the five principle dimensions to judge service quality.