SOLVED

51) Two successful service firms, American Express and Ritz-Carlton, have developed written service quality goals. This step was taken in an attempt to deal with any gap between ________. A) consumer expectations and management perceptions B) management perceptions and quality standards set by the firm C) service quality standards and consumer expectations D) service quality standards and consumer perceptions E) expected services and needed services 52) When employees are not delivering customer service at the level specified by their employer, there is a gap between ________ A) consumer expectations and management perceptions B) management perceptions and quality standards set by the firm C) established quality standards and service delivery D) expected services and needed services E) service quality standards and consumer expectations 53) A service firm communicating exactly what the customer can expect and what will happen if the company does not deliver on its promises will eliminate the gap between ________. A) established quality standards and service delivery B) established delivery standards and management perceptions C) service quality standards and consumer expectations D) consumer expectations and management perceptions E) needed service and expected service 54) When communications accurately describe what service quality is provided and can be expected, and consumers are still less than satisfied with the service, there is a gap between ________. A) consumer expectations and management perceptions B) management perceptions and quality standards set by the firm C) expected services and actual services D) expected services and needed services E) service quality standards and consumer expectations 55) Which of the following is a method for measuring service quality? A) SWOT analysis B) a market audit C) break-even analysis D) the critical incident technique E) market fulfillment 56) Which of the following involves analyzing very specific customer complaints? A) SERVQUAL B) total quality management (TQM) C) gap analysis D) the critical incident technique E) servicescape 57) People, places, and ideas are all ________ that often need to be “sold” by someone and “bought” by someone else. A) tangibles B) goods C) intangibles D) values E) benefits 58) Political consultants market politicians when they “package” candidates who then compete for “market share” as measured by ________. A) purchases B) market fulfillment C) credence qualities D) votes E) social networking 59) Agents who work to get their celebrity clients exposure on TV or perhaps a starring role in a movie are practicing ________. A) idea marketing B) relationship marketing C) people marketing D) social marketing E) prestige marketing 60) An agent for an actor presents a client’s qualifications to potential movie production companies until one company responds positively to the actor. This is an example of the ________ approach. A) product improvement B) market fulfillment C) total quality management (TQM) D) pure selling E) relationship marketing