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