Services Marketing 6th Edition By Valerie Zeithaml – Test Bank
True / False Questions
51.
(p. 313) 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
Difficulty: Easy
52.
(p. 317) Through its external marketing efforts, a company makes promises to its customers regarding what they can expect and how it will be delivered.
TRUE
Difficulty: Easy
53.
(p. 317) From the customer’s point of view, internal marketing activities, as defined by the service marketing triangle, are the most significant.
FALSE
Difficulty: Moderate
54.
(p. 319) Boundary spanners provide a link between internal departments of an organization.
TRUE
Difficulty: Easy
55.
(p. 320) 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
Difficulty: Challenging
56.
(p. 321) 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
Difficulty: Moderate
57.
(p. 319) The reliability dimension of service quality – delivering the service as promised – is often totally within the control of frontline employees.
TRUE
Difficulty: Easy
58.
(p. 326-327) 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
Difficulty: Moderate
59.
(p. 330) 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
Difficulty: Moderate
60.
(p. 331) Empowerment is simply giving employees the authority to make decisions on the customer’s behalf.
FALSE
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