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Exam 2: Conceptual Framework of the Book: the Gaps Model of Service Quality

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Question 21

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When the toddler's ball rolled under the motel bed,his mother was surprised to find a dirty sock and used crumbled tissues under the bed.This physical evidence of service was not what the mother expected to find in this luxury hotel and served to broaden the provider _____ of the gaps model of service quality.

A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4

E) All of the above
F) C) and D)

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Question 22

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Which of the following would result in a broadening of provider gap 1?

A) The service intermediary for a cruise line wants to only sell those cruises on which it would receive the highest commissions
B) The ski resort has an over-reliance on price to smooth demand for its resort facilities
C) The marketing research done by the motel chain includes insufficient research about what its target market wants
D) The ads for the language program over-promise how quickly the average person will be able to learn a foreign language
E) All of the above would result in a broadening of provider gap 1

F) A) and E)
G) A) and C)

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Question 23

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To close the customer gap,the gaps model of service quality suggests that the _______ gaps need to be closed.

Olivia and Ian were due to be wed last March when a tornado blew down the church where the wedding was to be held.Even though the wedding was postponed and they risked losing over one thousand dollars in deposits,they were not worried because they had purchased wedding insurance.The salesperson had guaranteed they would have a perfect wedding no matter what happened.When Ian called the insurance agent,he learned that the policy did not provide coverage if the wedding was postponed due to an act of nature such as a tornado.In this case,provider _____ of the gaps model of service quality was apparent as their "perfect wedding" did not happen as promised.

Give a brief generalized definition of a customer's perception of service.

The Oaks at Ojai is an award-winning destination spa in California.Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas.Just before heading home,each guest is asked to complete a questionnaire and provide feedback about his or her experience.Questions are specific and management meets weekly to review and discuss the improvements suggested by guests.Each guest who completed a questionnaire receives a letter of thanks with a promise to follow up on any issues mentioned.By conducting research and focusing on customer relationships,The Oaks is closing provider _________ of the gaps model of service quality.

The central focus of the gaps model of service quality is to close the gap between customer expectations and perceptions.

When IKEA,the world's largest furniture retailer,wanted to open a store in Chicago,the company asked groups of customers to dream up their ideal shopping experience and draw a design for a store that would satisfy their needs.IKEA subsequently incorporated the customers' ideas into the service design for the store.Instead of simply conducting surveys to determine customer expectations,IKEA put customers in a "wish mode" and successfully used an innovative approach to close provider _________ of the gaps model of service quality.

In India,weddings are timed to occur when Venus is in the ascendant and Jupiter is strong.This day is deemed lucky.In 2005,almost 15,000 couples in New Delhi had their wedding on December 25,the day astrologers announced would be the best day for a wedding.It is very likely that wedding planners in New Delhi have difficulty narrowing provider ______ of the gaps model of service quality due to their inability to match supply and demand.

The Oaks at Ojai is an award-winning destination spa in California.Two thirds of The Oaks' guests are repeat visitors who return to the spa for a fun and relaxing service experience unsurpassed by other spas.The owner and staff of The Oaks are committed to delivering the best service possible.Each employee is carefully selected and trained,every event happens with precision,guest questionnaires are thoroughly reviewed,and improvements suggested by guests are implemented.By having service standards that reflect what customers expect,The Oaks at Ojai is closing provider _________ of the gaps model of service quality.

_______ standards are operations standards set by a service firm to correspond to customer expectations.

Customer _____ are the standards for performance against which service experiences are compared.

FedEx developed a 12-item statistical Service Quality Indicator to measure customer satisfaction and service quality.The index is comprised of customer-defined performance standards such as number of missed pick-ups,number of lost packages,and number of late deliveries.Each of the performance standards is weighted based on the relative importance of each standard to customers.By developing a Service Quality Indicator that incorporates customer-defined performance standards,FedEx is closing provider _____ of the gaps model of service quality.

Which of the following factors does NOT lead to provider gap 4?

Companies that emphasize acquiring new customers rather than retaining current customers are using _____ marketing.

The 25th Hour Inc.is a business that runs errands for people.Its employees have been called in to care for a toddler when her mother went into labor,to buying groceries for a mother who wanted to attend her child' soccer game,and to decorate for parties.If any customer is not completely happy with the service The 25th Hour provides,its employees are told to immediately refund the customer's money (less any expenses) as soon as the complaint is made known.This sort of service recovery policy helps to narrow provider _____ of the gaps model of service quality.

The ads for a weight loss program that promised the program would change an individual's eating habits through hypnosis is probably overstating its usefulness because there are some people in the world that cannot be hypnotized.This sort of misleading advertising broadens provider _____ of the gaps model of service quality.

Historically,the Japanese have had poor dental care.As part of their beauty regimen,the Japanese do have a habit of lightening and whitening their skin.Teethart has developed "tooth manicure" salons,which allow Japanese to match their teeth coloration to their skin.Each treatment takes place in a private booth,which contains an ergonomically-designed chair,muted lights and New Age-style music.The walls are painted calming shade of blues and greens.By using physical evidence to reduce anxiety,Teethart is narrowing provider _____ of the gaps model of service quality.

Which of the following factors does NOT cause provider gap 3?

Provider ______ is the difference between company understanding of customer expectations and the development of customer-driven service designs and standards.