Chapter 14 - Services marketing

Question 1 of 10

1

Which of the following is NOT a reason to encourage dissatisfied customers to complain?

Select one of the following:

Handling complaints is time consuming
Effective service recovery can increase customer perceived value.
Complaints alert companies to deficiencies in organisational processes.
Complaints provide free feedback.
Companies are given the opportunity to salvage the relationship.

Explanation

Question 2 of 10

1

A restaurant that wants to improve service quality is looking for a relatively easy approach to monitoring how long customers wait to be seated. Which of the following methods would best meet that objective?

Select one of the following:

Pareto analysis
Fishbone diagrams
Hybrid complaint-handling model
Blueprinting
Control charts

Explanation

Question 3 of 10

1

There are a few options open to customers when they are unhappy with the service they received, including some form of public action. Which of the following may NOT be a public action option?

Select one of the following:

Complain to business or private agencies
Complain to government agencies
Take legal action to obtain redress
Seek redress directly from business firm
Seek redress directly from government

Explanation

Question 4 of 10

1

All of the following are reasons for Asian customers NOT to complain when they face a service failure except the:

Select one of the following:

concept of jai yen (cool heart) which is manifested by a reluctance to over-react in situations that Western people might find stressful
fear of negative consequences or retaliation from the service employees
teaching of tolerance in Asian societies where Buddhism is the predominant religion
potential loss of face by the service employees
concept of kreng jai which is manifested by a reluctance to disturb others, restraining one's anger or frustration, avoiding asserting one's needs or opinions, and a reluctance to voice complaints or displeasure

Explanation

Question 5 of 10

1

Which of the following may NOT be a true statement?

Select one of the following:

When the problem is perceived as a matter under the control of the customer, the complaint behaviour increases.
During service encounters, when something unexpected happens consumers spontaneously infer or attribute blame.
When the problem is perceived as a matter under the control of the firm, the complaint behaviour increases.
Westerners typically underestimate situation conditions as a cause for a person’s behaviour.

Explanation

Question 6 of 10

1

n answering the question ‘How satisfied are you after you have made a complaint?’ the most common response is:

Select one of the following:

rarely
sometimes
never
always

Explanation

Question 7 of 10

1

In a service failure situation in a hotel/resort setting, South-East Asian consumers were found to be more satisfied than their Australian counterparts with recovery efforts of the hotel/resort in the following instances EXCEPT:

Select one of the following:

an explanation of the cause of the service failure was given
they were kept regularly informed of what was being done to resolve the problem
an apology came from a person of senior status
the recovery was initiated by the hotel/resort
who to blame for the service failure was known to the consumers

Explanation

Question 8 of 10

1

While there are some cultural differences between Asian and Western consumers, their reactions to complaints resolutions:

Select one of the following:

vary very little between cultures
are markedly different between cultures
are the same between both cultures
are inconsistent between cultures

Explanation

Question 9 of 10

1

All of the following should be part of an effective complaint handling process EXCEPT:

Select one of the following:

considering compensation
giving customers the benefit of the doubt
ensuring social justice
apologising but not being defensive

Explanation

Question 10 of 10

1

Which of the following is NOT part of Lovelock’s extended fishbone framework?

Select one of the following:

Facilities and equipment
Procedures
Profit and loss
Front stage and backstage personnel
Materials and supplies

	Created by Lorisse Bazley over 6 years ago