Lorisse Bazley
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Chapter 14 - Services marketing

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Lorisse Bazley
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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

Explanation

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