1.

_________breaks the service delivery process that a customer receives into two parts: that
which is visible to the customer and that which is not.
a. Tangibility spectrum
b. The servuction system model
c. Physical evidence
d. Heterogeneity
2. Service quality is___________
a. A focused evaluation that reflects the customer’s perception of reliability,
responsiveness, assurance, empathy and tangibles.
b. A focused evaluation that reflects customer satisfaction.
c. A service design process that smooths demand and capacity.
d. The customer’s subjective experiences the reflect what the customer pays for what the
customer gets.
3. _____________most often results from the customer’s assessment of all his or her
experiences, not just from one single encounter.
a. Service switching
b. Price sensitivity
c. Customer loyalty
d. Prospect expectations
4. What is customer satisfaction?
a. Satisfaction is the customer’s evaluation of a product or service in terms of whether that
product or service has met the customer’s needs and expectations.
b. Satisfaction is the customer’s evaluation of the process unfolding and the consumer
beginning to form his or her perceptions.
c. Satisfaction is the customer’s evaluation of trade-offs among different service features
such as price level versus quality versus friendliness of personnel versus level of
customization.
d. All of these.
5. what the following statement is incorrect:
a. Customers’ emotions can also affect their perceptions of satisfaction with products and
services.
b. The customer’s good, happy mood and positive frame of mind influence how the
customer feel about the services the customer experience.
c. When the customer is in a bad mood, the customer’s negative feelings may make the
customer respond postively service performance.
d. None of the above
6. “Inernet is not a service” is_______
a. Correct
b. Incorrect
c. Unsure
d. None of the above
7. What the following statement is correct:
a. Services can be patented easily
b. Services can be readily displayed to customers
c. Services cannot be patented easily
d. Service quality may be quite easy for consumers to assess
 8. Heterogeneity implies_______
a. Service delivery and customer satisfaction depend on employee and customer actions.
b. Two services provided by different frontline employees will be precisely alike
c. Frontline employees may show their same performance from day to day or even hour
to hour.
d. Service quality does not depend on many uncontrollable factors.
9. Services are__________ first and then ___________and consumed simultaneously.
a. Produced_sold
b. Processed_designed
c. Mapped_produced
d. Sold_produced
10. ____________refers to the fact that services cannot be saved, stored, resold or returned.
a. Perishability
b. Inseparability
c. Intangibility
d. Inseparability
11. Services marketing triangle shows__________
a. The three interlinked groups that work together to develop, promote and deliver these
service promises.
b. the firm communicate quality and value to consumers.
c. The balance between standardization and personalization be determined to maximize
both the efficiency of the organization and the satisfaction of its customers.
d. The firm accommodate fluctuating demand when capacity is fixed.
12. The customer gap is the difference between customer expectations and_______
a. Standards
b. Perceptions
c. Dissatisfaction
d. Satisfaction
13. ____________are standards or reference points that customers bring to the service
experience.
a. Customer expectations
b. Customer participation
c. Customer experience
d. Customer journey
14.____________is the difference between customer expectations of service and a company’s
understanding of those expectations.
a. Provider gap 1
b. Provider gap 2
c. Provider gap 3
d. Provider gap 4
15. A firm must use customer knowledge and information systems to deliver highly
personalized and customized offerings, resulting in_________.
a. Customers as strangers
b. Customers as acquaintances
c. Customers as friends
d. Customers as partners
16. The statement: “Customers are looking for the knowledge that they could contact the service
provider if they wanted to. In this sense, they are also seeking contact, but they seldom respond
to invitations to interact.” indicates:
a. Transactional expectations
b. Passive relational expectations
c. Active relational expectations
d. Strutural relational expectations
17. why do customers want to get confidence benefits with service providers?
a. They would like to have a sense of reduced anxiety and comfort in knowing what to
expect.
b. They would like to show self-expression and a sense of comfort in knowing what to
expect.
c. They are afraid of violation of self-identity and a loss of comfort in knowing what to
expect.
d. None of the above.
18. The service providers can earn social relationship with their customers _________.
a. In short term
b. In long term
c. Immediately
d. For the first time
19. Customer behaviour benefit implies:
a. A firm receives from long-term customers is the free advertising provided through word-
of-mouth communication.
b. Loyal customers often talk a great deal about a company and may be responsible for
generating much new business over the years.
c. Satisfied, loyal customers are likely to provide strong word-of-mouth endorsements.
d. All of the above
20._________is the difference between company understanding of customer expectations and
development of customer-driven service designs and standards.
a. Provider gap 1
b. Provider gap 2
c. Provider gap 3
d. Provider gap 4