Services Marketing Concepts Strategies & Cases 5th Edition By K. Douglas Hoffman – Test Bank

1. According to the Journal of the Academy of Marketing Science, the most studied area in marketing is:
a. employee satisfaction.
b. customer satisfaction.
c. green marketing.
d. advertising effectiveness.
e. market reach.
ANSWER: b

2. Which of the following is NOT one of the reasons that fueled the growth of the 1970s consumerism movement?
a. skyrocketing inflation
b. automation
c. deregulation
d. more informed consumers
e. surplus labor
ANSWER: e

3. Which of the following statements regarding customer satisfaction is correct?
a. The average business hears from 85% of its unhappy customers.
b. For every complaint received, 9 or 10 people actually have the same problem.
c. Complainers are more likely to do business with you again than noncomplainers.
d. The average person with a problem tells more than 20 people.
e. Customers who have their complaints resolved tell an average of 15 people.
ANSWER: c

4. Which of the following statements regarding customer satisfaction is incorrect?
a. Bad news is communicated to more people than good news.
b. Complainers are more likely to do business with you again than noncomplainers.
c. The average business hears from more than 10% of its unhappy customers.
d. For every complaint received, 26 customers actually have the same problem.
e. Of customers who have their complaints resolved quickly, 95% will continue to conduct business with the firm.
ANSWER: c

5. The most popular definition of customer satisfaction/dissatisfaction is based on:
a. the SERVQUAL model.
b. the servuction model.
c. the scale of market entities.
d. the expectancy disconfirmation model.
e. the Technical Assistance Research Program (TARP).
ANSWER: d

6. Positive disconfirmation of consumer expectations occurs when:
a. expectations meet perceptions.
b. expectations exceed perceptions.
c. expectations are less than perceptions.
d. perceptions are less than expectations.
e. expectations meet or exceed perceptions.
ANSWER: c

7. Customers are most dissatisfied when a ____ occurs.
a. disconfirmation
b. zone of intolerance
c. positive disconfirmation
d. confirmation
e. negative disconfirmation
ANSWER: e

8. All of the following are benefits of customer satisfaction except:
a. the firm is more insulated from price competition.
b. the firm provides a positive work environment for its employees.
c. positive word-of-mouth communications is generated from satisfied customers.
d. satisfied customers make purchases more frequently.
e. none of these are exceptions.
ANSWER: e

9. Of the following customer satisfaction measurement methods, which is the least effective in producing meaningful results?
a. the “Scale of 100” approach
b. personal interviews
c. the “very dissatisfied/very satisfied” approach
d. the combined approach
e. employee surveys
ANSWER: a

10. Of the following customer satisfaction measurement methods, which is the most effective in producing meaningful results?
a. the “Scale of 100” approach
b. personal interviews
c. the “very dissatisfied/very satisfied” approach
d. the combined approach
e. employee surveys
ANSWER: d