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Share facilities with the supplier. 12. Which of the following is NOT one of the four customer tiers discussed by Zeithaml, Rust, and Lemon? a. Platinum b. Gold c. Bronze d. Iron e. Lead 13. Which of the following are the three main zones of the satisfaction-loyalty relationship? a. Direction; institution; affluence b. Defection; indifference; affection c. Detection; elimination; subversion d. Detection; affluence; rejection e. Direction; intention; rejection 14. Which of the following is NOT one of the strategies for developing loyalty bonds with customers? a.

Deepening the relationship b. Lag-based bonds c. Social bonds d. Customization bonds e. Structural bonds 15. Which of the following is NOT one of the key strategies used to reduce customer defections? a. Eliminate nuisance customers. b. Address key churn drivers. c. Implement effective complaint handling and service recovery procedures. d. Increase switching costs. e. Analyze customer defections and monitor declining accounts. 16. The wheel of loyalty is composed of which of the following three main components? a. Create loyalty bonds; deliver quality service; segment the market b.

Create loyalty bonds; build higher level bonds; deliver quality service c. Build a foundation for loyalty; create bundling; build higher level bonds d. Build a foundation for loyalty; create loyalty bonds; reduce churn drivers e. Create loyalty bonds; understand customer value; understand service value 17. Which of the following is NOT one of the productive capacity forms in a service context? a. Physical facilities designed to contain customers b. Physical equipment used to process people, possessions, or information c. Customers d. Labor e. Infrastructure 18.

Which of the following is NOT one of the conditions that fixed-capacity firms may face? a. Excess capacity. b. Demand exceeds desired capacity. c. Demand and supply are well-balanced. d. Ideal demand exceeds capacity. e. Excess demand. 19. Which of the following is the correct action for a firm to take that wants to reduce demand and has insufficient capacity? a. Take no action. b. Consider override for most desirable segments. c. Consider priority systems for most desirable segments. d. Increase prices or encourageuse in other time slots. e. Lower prices selectively. 20.

Page 2 Service quality Essay

Which of the following is NOT one of the eight basic steps to developing and delivering a branded customer experience? a. Target profitable customers, employing behavior segmentation rather than demographics. b. Achieve a superior understanding of what your targetedcustomers value. c. Design facilities that delight your customers and reduce complaints. d. Give employees the skills, tools, and supporting processes needed to deliver the defined customer experience. e. Make everyone a brand manager. 21. All of the following are questions to ask about demand patterns and their underlying causes EXCEPT ____________.

Do demand levels follow a predictable cycle? b. What are the underlying causes of these cyclical variations? c. How much demand are competitors receiving? d. Do demand levels seem to change randomly? e. Can demand for a particular service over time be disaggregated by market segment? 22. Which of the following is NOT one of the alternative queuing configurations discussed? a. Single line/single servers at sequential stages b. Multiple line to single servers c. Parallel lines to multiple servers d. Designated lines to designated servers e. “Take a Number” (single or multiple servers) 23.

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