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Exam 2: Conceptual Framework of the Book: the Gaps Model of Service Quality

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Question 1

True/False

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Provider gap 2 is the discrepancy between development of customer-driven service standards and actual service performance by company employees.

A) True
B) False

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Question 2

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The romantic mountain getaway seemed like the perfect Valentine's Day gift. The pictures in the brochure showed couples enjoying the amenities in their cabins. When the couple arrived, they found a cold, uninviting cabin with a shortage of creature comforts--no down-filled blankets, no wood for the fireplace, paper plates and cups and a broken chair. In this service example, the _____ was not what the customers expected.

A) Internal marketing
B) Management-driven service
C) Interactive communication
D) Relationship marketing
E) Servicescape

F) A) and E)
G) B) and E)

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Question 3

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The central focus of the gaps model of service quality is the:

Service companies can close provider gap 3 by doing any of the following EXCEPT:

Ad puffery such as "The Best Pizza in the State" could lead to provider gap 4.

Marriott had an advertising campaign with the following theme: "You can't be late for business appointments and neither can we. At Marriott, if your breakfast doesn't show up on time, it won't show up on your bill. That's because we take our business just as seriously as you take yours. And our business is service. The commitment is what makes Marriott the business traveler's first choice". If a business traveler, who saw this advertisement, stayed at a Marriott hotel and did not receive breakfast on time and was charged for that breakfast, Provider _____ of the gaps model of service quality would have occurred.

What is provider gap 3 of the gaps model of service quality?

What is the central focus of the gaps model of service quality?

The marketing that goes on between an insurance agent and a current customer that is buying car insurance for a new teenage driver is an example of _____ marketing.

Extron Electronics sells coaxial cables for connecting computers to all types of peripheral devices like printers, modems and fax machines. For the benefit of its customers, Extron provides a laminated card with pictures of all the possible cable connections that a customer could need. With this card, a customer can order from one to any number of connectors with as many feet of cable as is needed. Orders can be placed using a toll-free number, a fax number or an e-mail address. Company reps are also available 24-hours a day in case the customer is not sure which drawing on the card matches his or her needs. By integrating its services marketing communications, Extron is closing provider _____ of the gaps model of service quality.

Which of the following would result in a broadening of provider gap 1?

FedEx developed a 12-item statistical Service Quality Indicator to measure customer satisfaction and service quality. The index is comprised of customer-defined performance standards such as number of missed pick-ups, number of lost packages and number of late deliveries. Each of the performance standards is weighted based on the relative importance of each standard to customers. By developing a Service Quality Indicator that incorporates customer-defined performance standards, FedEx is closing provider _____ of the gaps model of service quality.

Which of the following factors leads to provider gap 2?

On which of the provider gaps do the actions of retailers, franchisees, agents and brokers have the greatest impact?

When the toddler's ball rolled under the motel bed, his mother was surprised to find a dirty sock and used crumbled tissues under the bed also. This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider _____ of the gaps model of service quality.

Service providers like insurance companies that emphasize acquiring new customers rather than retaining current customers are broadening provider _____ of the gaps model of service quality.

The absence of customer-defined standards will broaden provider gap 2.

Parisian, a specialty department store chain in the southeastern U.S., instituted a policy change allowing sales associates to accept personal checks up to $5000 without department manager approval. Parisian's is using empowerment to narrow provider _____ of the gaps model of service quality.

One of the major difficulties associated with provider gap 4 is that communications to consumers typically involve issues that cross organizational boundaries.

Service companies can close provider gap 4 by doing all of the following EXCEPT: