Service Quality Concepts and Gaps Quiz
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Questions and Answers

Which of the following is NOT one of the gaps identified in service quality?

  • Delivery Gap
  • Communication Gap
  • Standards Gap
  • Trust Gap (correct)
  • A culture or goal setting for services includes considerations for timeliness, accuracy, and responsiveness.

    True

    What is the purpose of SERVQUAL?

    To determine 'gap scores' in service quality.

    The five dimensions of service quality are reliability, responsiveness, assurance, empathy, and __________.

    <p>tangibles</p> Signup and view all the answers

    Match the following gaps with their descriptions:

    <p>Standards Gap = Inability to translate into a written business plan Delivery Gap = Willingness to perform Communication Gap = Amount of horizontal communication Service Quality Gap = Standard difference between service performance and actual quality</p> Signup and view all the answers

    Which dimension of service quality relates to a service provider's ability to perform the promised service dependably and accurately?

    <p>Reliability</p> Signup and view all the answers

    Role ambiguity refers to the lack of clarity about the responsibilities of an employee.

    <p>True</p> Signup and view all the answers

    What is a common criticism of the SERVQUAL scale?

    <p>The length of the questionnaire.</p> Signup and view all the answers

    A significant factor contributing to the delivery gap is __________.

    <p>role conflict</p> Signup and view all the answers

    Which gap reflects the difference between what customers perceive and what they should expect from a high-quality service?

    <p>Service Quality Gap</p> Signup and view all the answers

    What is the term for the level of service quality a customer actually wants from a service encounter?

    <p>Desired service</p> Signup and view all the answers

    Customer satisfaction is calculated by comparing desired service and perceived service.

    <p>False</p> Signup and view all the answers

    What is the primary contribution of Babich's customer satisfaction models?

    <p>It stresses the importance of knowing competitor satisfaction ratings.</p> Signup and view all the answers

    The level of service quality a customer is willing to accept is known as __________.

    <p>adequate service</p> Signup and view all the answers

    Which factor does NOT influence expected service?

    <p>Customer loyalty</p> Signup and view all the answers

    Match the following terms with their definitions:

    <p>Perceived service adequacy = Compares adequate service and perceived service Perceived service superiority = Compares desired service and perceived service Zone of tolerance = Range between desired service and adequate service Minimum tolerable expectation = Lowest quality level customers will accept</p> Signup and view all the answers

    65% to 85% of customers who defect to competitors say they were 'satisfied' or 'very satisfied' with their former providers.

    <p>True</p> Signup and view all the answers

    How is service quality gap related to consumer perceptions?

    <p>Service quality gaps influence how consumers perceive the service they receive compared to their expectations.</p> Signup and view all the answers

    What is the primary focus of customer retention efforts?

    <p>Satisfying existing customers</p> Signup and view all the answers

    Customer loyalty and customer retention are completely unrelated concepts.

    <p>False</p> Signup and view all the answers

    Define customer loyalty.

    <p>The rational/emotional attachment as well as a business attachment to the service firm.</p> Signup and view all the answers

    Satisfaction leads to __________, which can foster customer loyalty.

    <p>retention</p> Signup and view all the answers

    Which of the following is NOT one of the restoration strategies mentioned?

    <p>Offering a discount</p> Signup and view all the answers

    Match the following concepts with their descriptions:

    <p>Customer Loyalty = Emotional attachment to the service firm Customer Retention = Efforts to maintain existing customers Defection Management = Managing customer losses Service Failure = A lapse in service quality</p> Signup and view all the answers

    What has led to the increasing importance of customer retention?

    <p>Markets are stagnant due to a decrease in population growth.</p> Signup and view all the answers

    What is the primary purpose of employee surveys in service delivery?

    <p>To examine morale and perceived obstacles</p> Signup and view all the answers

    It's essential to prioritize frills before delivering the basics in service.

    <p>False</p> Signup and view all the answers

    What is a key outcome when firms do not respond to customer complaints?

    <p>Service failure escalates.</p> Signup and view all the answers

    Customer research includes after-sale surveys and ________ interviews.

    <p>focus group</p> Signup and view all the answers

    Match the following service-related concepts with their descriptions:

    <p>Recovery = Responding to customer complaints Servant Leadership = Inspiring and enabling servers Teamwork = Building a cohesive service team Employee Research = Focusing on employee needs</p> Signup and view all the answers

    Which of the following is most likely to hinder the basic service?

    <p>Design flaws</p> Signup and view all the answers

    Identifying weaknesses in a firm's service delivery system is not necessary for effective service recovery.

    <p>False</p> Signup and view all the answers

    What should be avoided to prevent communication gaps?

    <p>Overpromising</p> Signup and view all the answers

    ________ surveys assess a firm’s and its competitors' service quality.

    <p>Total market service quality</p> Signup and view all the answers

    Which method is advised for surveying customers during their service experience?

    <p>Surveys taken while the encounter is fresh</p> Signup and view all the answers

    Which type of customer is characterized as someone who complains loudly enough for everyone else to hear?

    <p>The Aggressive Customer</p> Signup and view all the answers

    Instrumental complaints are expressed without the expectation that an undesirable state will be altered.

    <p>False</p> Signup and view all the answers

    What is one reason customers choose not to complain?

    <p>They don't think it will do any good.</p> Signup and view all the answers

    The type of complaint that is directed at some inner aspect of the complainer is known as __________.

    <p>reflexive</p> Signup and view all the answers

    Match the types of complainers with their descriptions:

    <p>The Meek Customer = Typically doesn't complain The High-Roller Customer = Expects the best and pays accordingly The Rip-Off Customer = Wants more than they're entitled to The Chronic Complainer = Never satisfied and continues to return</p> Signup and view all the answers

    Which of the following is NOT a reason why customers complain?

    <p>To avoid confrontation</p> Signup and view all the answers

    Ostensive complaints are directed at someone or something outside the realm of the complainer.

    <p>True</p> Signup and view all the answers

    Name one outcome associated with customer complaints.

    <p>Service recovery or improvement in service quality.</p> Signup and view all the answers

    A customer who expects to receive a high level of service in exchange for their payment is known as a __________ customer.

    <p>high-roller</p> Signup and view all the answers

    What is a common behavior of a chronic complainer?

    <p>They are rarely satisfied despite returning.</p> Signup and view all the answers

    Study Notes

    Chapter 11: Defining and Measuring Customer Satisfaction

    • Customer satisfaction is a subjective assessment of a product or service, compared to expectations.
    • Satisfied customers are more likely to repurchase and recommend the product/service to others.
    • Measuring customer satisfaction is essential for businesses to understand customer needs and improve their operations.
    • The Technical Assistance Research Program (TARP) found that most unhappy customers don't complain.
    • For every complaint, 26 customers likely have the same issue.
    • Satisfied customers are likely to recommend businesses to others if problems are resolved promptly.
    • Customer satisfaction surveys provide a formal means for customer feedback, conveying the firm values customer input and helps identify existing/potential problems.
    • Surveys also evaluate employee performance, assist in advertising, and allow comparisons with competitors.
    • Measuring customer satisfaction involves indirect (sales data, profits, complaints) and direct methods (e.g., 100-point scale, very satisfied/dissatisfied approach, combined approach).
    • Customer expectations, often influenced by price and the physical facility, are key drivers of desired service expectations.
    • Individual factors and situational factors can impact adequate service expectations.
    • Customer ratings are often high and skewed in favour of satisfaction.
    • The decision to invest in improving satisfaction ratings depends on the costs, potential impact on profits, and timeline for recuperating the investment compared to other alternatives, including competition.
    • Customer satisfaction can be affected by biases in response (e.g., social desirability), the method of data collection, and the timing/context of the questions.
    • Customers have predicted, desired, and adequate service expectations.
    • Perception of service quality is measured by comparing predicted service with perceived service, comparing ideal with perceived, or comparing adequate service with perceived service.
    • The knowledge gaps influence consumer perceptions of service quality (difference between consumer expectations and management's perception of expectations).
    • The standards gap (difference between management's perceived expectations and service standards).
    • The delivery gap (difference between standards and actual delivery).
    • The communication gap (difference between actual service delivery and perceived in communications).
    • The service gap represents customer expectations with customer perception of the service.

    Chapter 12: Defining and Measuring Service Quality

    • Service quality is the long-run, overall evaluation of a firm's performance.
    • Customer satisfaction is a short-run, transaction-specific measurement.
    • Gaps in service quality influence consumer perceptions: knowledge gap (difference between customer expectations and management's perception), the standards gap, the delivery gap, the communication gap, and the service gap.
    • Research orientation, upward communication, and a simplified managerial hierarchy contribute to minimizing the knowledge gap.
    • Commitment to service quality and costs are factors in the standards gap.
    • Service quality factors such as employee-job fit, role conflicts, role ambiguity, and dispersion of control are part of the delivery gap.
    • Overpromising, communication and support issues, and horizontal communication influence the communication gap.
    • SERVQUAL is a tool for measuring service quality, comparing customer perceptions with expected service.
    • It examines five dimensions of quality: reliability, responsiveness, assurance, empathy, and tangibles.
    • A service quality information system can use mystery shoppers, employee surveys, customer complaints, after-sale surveys, and focus groups to assess customer service effectiveness.
    • Criticisms of SERVQUAL include questionnaire length, the redundancy of expectation and perception questions, and validity of the five service quality dimensions.

    Chapter 13: Complaints and Service Recovery

    • Complaints can be instrumental or noninstrumental, ostensive, or reflexive.
    • Complainers can be categorized into meek, aggressive, high-roller, and chronic complainers.
    • Reasons for complaining include correcting problems, emotional release, regaining control, soliciting sympathy, and testing consensus.
    • Customers may not complain due to doubts about the effectiveness, avoiding confrontation, or lack of expertise.
    • Customer complaint outcomes include voice, exit, and retaliation (revenge).
    • Service recovery involves examining service failure types and implementing recovery strategies.
    • Mechanistic recovery involves formal steps.
    • Organic recovery relies on values and beliefs within the company.
    • Steps in service recovery: determining the need for recovery, identifying the root cause and selecting a recovery strategy (compensatory or restoration).
    • Emphasize perceived distributive, procedural, and interactional justice in service recovery.
    • Track and monitor service failures, employee recovery efforts, and evaluate effectiveness.

    Chapter 14: Customer Loyalty & Retention

    • Retention, or keeping existing customers, is important in a stagnant market due to high marketing costs and changing customer demographics.
    • Customer loyalty is a rational and emotional attachment to the business, beyond mere satisfaction.
    • Customer retention involves efforts to satisfy current customers.
    • Successful tactics for customer retention include understanding customers, staying in touch, providing discretionary effort, empowering employees, and remembering customer purchases.
    • Techniques include leading through top-term loyalty, utilizing incentives, maintaining reliability, and building trust through flexibility and availability.
    • Frequency marketing, relationship marketing, and after-marketing are important concepts.
    • Guarantees, such as implicit, specific results, or unconditional guarantees can enhance customer loyalty.
    • Defection management involves a three-step plan: communicating the importance of retention to employees; training them on defection management; and linking incentives to defection rates, and establishing barriers to switching.
    • Defectors have various reasons: price, product, service, market, technological, and organizational.
    • Understanding these reasons and implementing appropriate strategies are critical.

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    Test your understanding of service quality principles with this quiz. Explore gaps identified in service delivery, the SERVQUAL model, and the key dimensions of service quality. Challenge yourself with scenarios and definitions related to customer satisfaction and service performance.

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