What is the primary goal of service recovery?

• A. To avoid admitting fault.
• B. To retain customers and rebuild trust after a service failure.
• C. To minimize costs associated with complaints.
• D. To deter future complaints through harsh policies.

The 'process' element in the 7 Ps of service marketing refers to:

• A. The physical surroundings of the service.
• B. The procedures, mechanisms, and flow of activities by which a service is delivered.
• C. The people delivering the service.
• D. The tangible cues associated with the service.

Which strategy is used to manage the demand and supply of services when demand exceeds capacity?

• A. Reducing service quality.
• B. Implementing a waiting list or appointment system.
• C. Increasing operating hours significantly.
• D. Turning away customers without any recourse.

According to the SERVQUAL model, which dimension measures the ability of employees to provide prompt, careful, and reliable service?

• A. Empathy
• B. Reliability
• C. Assurance
• D. Responsiveness

Customer co-creation in services involves:

• A. Customers independently developing new service features.
• B. Customers actively participating in the service production process.
• C. Service providers creating services solely for customer consumption.
• D. Customers providing feedback after service consumption.

Which of the following is an example of a service that is highly susceptible to customer influence on service quality?

• A. Online banking
• B. A taxi ride
• C. A car repair service
• D. A streaming service

The 'people' element in the expanded marketing mix for services (7 Ps) refers to:

• A. The physical environment where the service is delivered.
• B. All human actors who play a part in service delivery.
• C. The products or goods associated with the service.
• D. The company's financial performance.

The gap between customer expectations and management's perception of customer expectations is known as:

• A. The delivery gap
• B. The performance gap
• C. The standards gap
• D. The knowledge gap

Which of the following is NOT considered a key characteristic of services?

• A. Intangibility
• B. Perishability
• C. Tangibility
• D. Inseparability

Which of the following is a strategy for managing service capacity when demand is high?

• A. Reducing marketing efforts.
• B. Implementing peak-time pricing.
• C. Limiting service offerings.
• D. Encouraging off-peak usage through discounts.

What is the main challenge of managing service quality in a multi-site service organization?

• A. Lack of customer interaction.
• B. Ensuring consistency across different locations.
• C. Over-reliance on technology.
• D. Low employee motivation.

What is the primary purpose of a service blueprint?

• A. To design advertising campaigns.
• B. To map out the customer journey and identify key touchpoints.
• C. To analyze competitor pricing strategies.
• D. To develop new product features.

The practice of using customer feedback to improve service design and delivery is known as:

• A. Service segmentation.
• B. Service bundling.
• C. Service customization.
• D. Service improvement loop.

Which of the following is an example of a pure service?

• A. A restaurant meal
• B. A haircut
• C. A smartphone
• D. A book

Which pricing strategy is most commonly used for services where capacity is fixed and demand fluctuates, such as airline tickets or hotel rooms?

• A. Cost-plus pricing
• B. Penetration pricing
• C. Yield management pricing
• D. Skimming pricing

The 'physical evidence' in the 7 Ps of service marketing refers to:

• A. The internal systems of the service provider.
• B. The tangible aspects that customers use to evaluate the service.
• C. The financial statements of the company.
• D. The employees' performance reviews.

The concept of 'customer gap' in service quality management refers to:

• A. The difference between what customers expect and what they perceive they receive.
• B. The gap between a company's internal processes and industry standards.
• C. The difference between marketing promises and actual service delivery.
• D. The gap between customer expectations and competitor offerings.

The 'moment of truth' in service marketing refers to:

• A. The period after service delivery when a customer evaluates the experience.
• B. A critical incident where a customer interacts with a service provider and forms an impression.
• C. The internal planning phase for service development.
• D. The advertising campaign leading up to service launch.

What does the 'assurance' dimension of SERVQUAL measure?

• A. The courtesy and knowledge of employees.
• B. The physical appearance of personnel and facilities.
• C. The ability to perform the promised service dependably and accurately.
• D. The provision of information and explanations.

Which of the following best describes internal marketing in services?

• A. Marketing services to existing customers.
• B. Marketing services to potential customers through advertising.
• C. Marketing the service organization and its values to employees.
• D. Marketing services to business partners and suppliers.