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Services Marketing Integrating Customer Focus Across the Firm 7Th Edition – Test Bank

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Services Marketing Integrating Customer Focus Across the Firm 7Th Edition – Test Bank

Chapter 07 Service Recovery Answer Key

Multiple Choice Questions

1.

When a customer of Twin Cities Rehabilitation Center complained that his therapist was one hour late for their appointment, the owner of the center gave the customer credit for one free hour of therapy. The action taken by the owner is an example of ___________.

A.

Service recovery

B.

Service paradox

C.

Service inconsistency

D.

Outcome fairness

E.

Procedural recovery

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

2.

________ refers to the actions taken by an organization in response to a service failure.

A.

Service recovery

B.

Service paradox

C.

Service inconsistency

D.

Outcome fairness

E.

Procedural recovery

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

3.

Which of the following statements about service failure and service recovery is true?

A.

Those customers who never complain are as likely to repurchase as those who had a satisfying service experience

B.

Resolving customer problems effectively has a strong impact on customer satisfaction and loyalty

C.

All firms employ effective recovery strategies

D.

Effective service recovery should not be expected to improve overall service performance

E.

All of the above statements about service failure and recovery are true

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

4.

A florist had promised to have the bridal flowers delivered to the wedding rehearsal dinner by 6 p.m. Because of vehicle problems, the flowers did not arrive until the meal was nearly over and the bride and her mother were very upset. To show how sorry he was for the poor service, the florist put extra flowers in the bridal bouquet and gave each mother and grandmother a free orchid corsage. The bride and her mother were extremely pleased with the extra flowers and have recommended the florist to a number of their friends. The florist is wondering if he shouldn’t deliberately underdeliver other jobs, compensate the consumer with some upgrade and benefit from even more positive feedback. The florist is responding to the:

A.

Baker’s dozen paradigm

B.

Service recovery paradox

C.

Halo effect

D.

Service dilemma

E.

Service quandary

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Challenging
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

5.

The _______ suggests an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result.

A.

Baker’s dozen paradigm

B.

Service recovery paradox

C.

Halo effect

D.

Service dilemma

E.

Service quandary

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

6.

A consumer is more likely to complain when the:

A.

Flowers he ordered for his wife’s birthday are not delivered

B.

Big Mac bought in a drive-through comes with pickles even though the special order said no pickles

C.

Icing on the bakery cake is dark chocolate instead of milk chocolate as ordered

D.

Mechanic fills the radiator with antifreeze instead of water

E.

Repair person is 30-minutes late

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Moderate
Learning Objective: 07-02 Discuss the nature of customer complaints and why people do and do not complain.

7.

A consumer is more likely to complain when:

A.

The individual’s involvement with the product being purchased is low

B.

The level of ego involvement in the purchase is high

C.

He or she is the only one who experienced service failure

D.

The purchase is one that is made routinely

E.

Service failure costs less than $5.00

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-02 Discuss the nature of customer complaints and why people do and do not complain.

8.

People who complain can be categorized as:

A.

Irates, passives and aggressives

B.

Passives, activitists, liaisons and negativists

C.

Activists, mediators, chronic and passives

D.

Voicers, irates, activists and passives

E.

Aggressives, passives and mediators

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

9.

A person who is a(n) _____ is a type of complainer who is unlikely to say anything to the service provider. This type of complainer often doubts the effectiveness of complaining because of a belief that the consequences will not merit the time and effort they will expend complaining.

A.

Irate

B.

Passive

C.

Aggressive

D.

Activist

E.

Voicer

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

10.

The carpenter came to install the new flooring in the Stephenson’s kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is a passive type when it comes to complaining would react to this by:

A.

Firing the original carpenter and hiring another one

B.

Taking no action whatsoever

C.

Complaining to the Better Business Bureau about the terrible service

D.

Threatening to sue the carpenter if he didn’t return immediately

E.

Complaining daily to the carpenter’s answering machine

Accessibility: Keyboard Navigation
Bloom: Analyze
Difficulty: Challenging
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

11.

The carpenter came to install the new flooring in the Barry kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is a voicer type when it comes to complaining would react to this by:

A.

Assuming he had done something to alienate the carpenter

B.

Taking no action whatsoever

C.

Spreading negative word of mouth about the carpenter to all of his or her friends and relatives

D.

Confronting the carpenter at another job site and demanding to know when he would be back to finish the floor

E.

Hiring another carpenter to finish the job

Accessibility: Keyboard Navigation
Bloom: Analyze
Difficulty: Challenging
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

12.

A business traveler checked into a Hyatt hotel and was given a room next to the elevator. When he turned on the television, he was greeted with a Hyatt customer service survey. He immediately took advantage of having the survey to let Hyatt know how unhappy he was with his room location. The business traveler would most likely be classed as a(n) _____ type.

A.

Irate

B.

Passive

C.

Voicer

D.

Aggressive

E.

Mediator

Accessibility: Keyboard Navigation
Bloom: Analyze
Difficulty: Moderate
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

13.

The carpenter came to install the new flooring in the Stephenson’s kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is an irate type when it comes to complaining would react to this by:

A.

Taking no action whatsoever

B.

Assuming he had done something to alienate the carpenter

C.

Using the phone to check up on the status of the carpenter at most once a week

D.

Begging the carpenter to come back and finish the job

E.

Firing the first carpenter and hiring another one who is willing to complete the job

Accessibility: Keyboard Navigation
Bloom: Analyze
Difficulty: Challenging
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

14.

A consumer who is more likely to engage in negative word-of-mouth than any other type of consumer is called a(n):

A.

Irate

B.

Annoyance

C.

Aggressive

D.

Activist

E.

Voicer

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

15.

The type of complainer that is called a(n) _____ has an above average propensity to complain. They have a very optimistic sense of the potential positive consequences of all types of complaining.

A.

Irate

B.

Passive

C.

Aggressive

D.

Activist

E.

Voicer

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-03 Discuss the nature of customer complaints and why people do and do not complain.

16.

_____ concerns the results that customers receive from their complaints.

A.

Functional fairness

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Outcome fairness

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

17.

_______ focuses on the interpersonal treatment received by the consumer during the complaint process.

A.

Functional fairness

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Outcome fairness

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

18.

Which of the following is the BEST example of outcome fairness?

A.

The restaurant charged the man for two meals when he sent back his overcooked steak and demanded one cooked correctly

B.

Miriam decided the missing button was not important enough to make another trip to the cleaners and complain

C.

The sign posted on the wall stated the hair salon would not style the hair of anyone who did not have an appointment

D.

The small movie theater gave all patrons two free movie tickets for the night of their choice when the movie projector broke halfway through showing the newest Brad Pitt movie

E.

The hotel refused to help a man find a room for the night when he missed his scheduled airplane flight

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

19.

In addition to compensation, customers expect _____. In other words, they expect fairness in terms of policies, rules and timeliness of complaint process.

A.

Functional equity

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Outcome fairness

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

20.

Many frequent flyers have missed their flights due to long, slow security checks before being allowed to enter the airline’s terminal. This policy designed to ensure safe flights has resulted in problems associated with perceived:

A.

Functional equity

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Outcome fairness

Accessibility: Keyboard Navigation
Bloom: Apply
Difficulty: Moderate
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

21.

Which of the following is the BEST example of procedural fairness?

A.

The restaurant charged the man for two meals when he sent back his overcooked steak and demanded one cooked correctly

B.

Miriam decided the missing button was not important enough to make another trip to the cleaners and complain

C.

When Tia walked into the salon and asked to have her hair cut, the receptionist pointed to the sign that read, “To keep from inconveniencing our customers, this hair salon will not style the hair of anyone who does not have an appointment”

D.

The small movie theater gave all patrons two free movie tickets for the night of their choice when the movie projector broke half way through showing the newest Brad Pitt movie

E.

The hotel refused to help a man find a room for the night when he missed his scheduled flight

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Challenging
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

22.

When the dentist’s office bills the patient who had an appointment but did not show up for it and did not cancel the appointed, it is an example of _____ because the patient was made aware of the policy before making the appointment.

A.

Functional fairness

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Outcome fairness

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

23.

Adam was working late in his hotel room when the light bulb in the lamp at his desk burned out. He called the front desk and asked for a replacement bulb. The desk manager told Adam that a new one would be provided tomorrow morning and that he did not have the key to the stockroom. Adam tried to explain how much he needed the light to finish his sales report, but the manager was polite but adamant that he could not help. This example illustrates lack of:

A.

Functional fairness

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Situational fairness

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

24.

Once Mariko had carried her dry cleaning to the car, she took a minute to see if the cleaners had removed the stain from her wool skirt. The stain was still there, so Mariko took the skirt back to the cleaner. When Mariko showed the stained skirt to the cleaner employee, she shrugged and said, “I guess you want us to reclean the skirt?” Mariko responded, “Yes, please.” The employee took the skirt, gave Mariko a dirty look and began sorting some items on the counter. The employee did not treat Mariko with:

A.

Functional fairness

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Situational fairness

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

25.

As the flight attendant listened to the business traveler complain about having to sit in the plane and wait for two hours before the plane took off, the attendant sorted through some magazines, got a blanket for another passenger and clearly ignored the legitimate complaints of the businessperson. This is clearly a problem with:

A.

Functional fairness

B.

Service equity

C.

Interactional fairness

D.

Distributive fairness

E.

Relationship management

Accessibility: Keyboard Navigation
Bloom: Understand
Difficulty: Moderate
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

26.

________ refers to the fact that a complaining customer expects to be treated fairly, with care and honesty.

A.

Functional equity

B.

Procedural fairness

C.

Interactional fairness

D.

Service equity

E.

Outcome fairness

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-04 Present strategies for effective service recovery, including ways to “fix the customer” after a service failure and to “fix the problem.”

27.

A pseudo-relationship occurs when

A.

The service encounter is static

B.

The customer interacts many times with the same company, but with different service providers

C.

The company interacts with different members of a household

D.

Frequency of service is greater than service reach

E.

The service provider has accepted the validity of the service paradox

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

28.

All of the following are causes for customer’s brand switching EXCEPT:

A.

Ethical problems

B.

Pricing

C.

Inconvenience

D.

A service paradox

E.

Core service failure

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 07-01 Illustrate the importance of recovery from service failures in keeping customers and building loyalty.

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