Services Marketing Integrating Customer Focus Across The Firm 7th Edition By Zeithaml – Test Bank

51. In a service culture, good service is a way of life and it comes naturally to the members of the organization because it is an important norm.

TRUE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 11-01 Demonstrate the importance of creating a service culture in which providing excellent service to both internal and external customers is a way of life.

52. Through its external marketing efforts, a company makes promises to its customers regarding what they can expect and how it will be delivered.

TRUE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 11-02 Illustrate the pivotal role of service employees in creating customer satisfaction and service quality.

53. From the customer’s point of view, internal marketing activities, as defined by the service marketing triangle, are the most significant.

FALSE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 11-02 Illustrate the pivotal role of service employees in creating customer satisfaction and service quality.

54. Boundary spanners provide a link between internal departments of an organization.

TRUE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 11-03 Identify the challenges inherent in boundary-spanning roles.

55. When an on-duty lifeguard must interact with people in a pleasant and professional manner and go repeatedly into the pool even though he has severe sunburn, the lifeguard is performing empathetic labor.

FALSE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Challenging
Learning Objective: 11-03 Identify the challenges inherent in boundary-spanning roles.

56. A person/role conflict is most likely to arise in jobs where the service provider relies on commissions rather than a salary for his or her income.

FALSE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 11-03 Identify the challenges inherent in boundary-spanning roles.

57. The reliability dimension of service quality – delivering the service as promised – is often totally within the control of frontline employees.

TRUE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Easy
Learning Objective: 11-02 Illustrate the pivotal role of service employees in creating customer satisfaction and service quality.

58. Because Bella Harasian, certified medical doctor, does not like to deal with people, she can be described as having service competencies but not service inclinations.

TRUE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 11-04 Provide examples of strategies for creating customer-oriented service delivery through hiring the right people, developing employees to deliver service quality, providing needed support systems, and retaining the best employees.

59. Firms can train employees to develop technical skills by teaching them to engage in pleasant conversation, ask questions or use humor as they interact with customers.

FALSE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 11-04 Provide examples of strategies for creating customer-oriented service delivery through hiring the right people, developing employees to deliver service quality, providing needed support systems, and retaining the best employees.

60. Empowerment is simply giving employees the authority to make decisions on the customer’s behalf.

FALSE

Accessibility: Keyboard Navigation
Bloom: Remember
Difficulty: Moderate
Learning Objective: 11-04 Provide examples of strategies for creating customer-oriented service delivery through hiring the right people, developing employees to deliver service quality, providing needed support systems, and retaining the best employees.

61. A potential benefit of empowerment is quicker responses to dissatisfied customers during service recovery.

TRUE