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Multiple Choice Quiz
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1
In the services marketing triangle, _____ marketing refers to communications a firm uses to make promises to customers regarding service delivery.
A)internal
B)interactive
C)relationship
D)external
E)integrated
2
All of the following could be classified as internal customers of a hospital EXCEPT:
A)patients
B)doctors
C)nurses
D)bookkeepers who work in the hospital's billing office
E)anesthesiologists
3
According to the service profit chain:
A)there is a direct relationship between employee satisfaction and customer loyalty
B)internal marketing is more important than either interactive or external marketing
C)the strategies for internal, external, and interactive marketing are equally important
D)customer loyalty is unrelated to internal marketing
E)reliability is the most important of all the desired service characteristics
4
The frontline service employees are referred to as:
A)gatekeepers
B)control centers
C)boundary spanners
D)service encounter experts
E)external service providers
5
Which type of conflict results from the fact that Sullins Cleaning requires its employees to wear uniforms?
A)person/role
B)vertical
C)organization/client
D)interclient
E)horizontal
6
A telephone order taker for a catalog retailer is expected to treat each customer with concern and courtesy and be willing to spend as much time as needed to get the order taken, while not leaving other customers waiting on hold for too long. The telephone order taker is likely to experience _____ tradeoff.
A)demand/supply
B)client/organization
C)customization/standardization
D)inclination/competency
E)quality/productivity
7
All of the following are service inclination skills EXCEPT:
A)clerical speed and accuracy
B)social sensitivity
C)helpfulness
D)courtesy
E)thoughtfulness
8
One of the potential costs in employee empowerment is:
A)higher labor costs
B)slower online responses to dissatisfied customers during service recovery
C)slower online responses to customers during service delivery
D)increased employee dissatisfaction
E)increased customer dissatisfaction





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