Top 250+ Solved Services Marketing MCQ Questions Answer
Q. Which of the following statements pertaining to the SERVQUAL scale is correct?
a. SERVQUAL compares perceptions to what customers would normally expect
b. SERVQUAL is a 22-item scale
c. SERVQUAL consists of four service quality dimensions
d. SERVQUAL compares perceptions to what a customer should expect from a firm the delivers high-quality services
Q. Which of the following is a major criticism of the SERVQUAL scale?
a. short questionnaire
b. validity of the five service quality dimensions
c. does not predict consumer purchase intention
d. contact personnel
Q. Research that examines the customer’s perspective of a firm’s strengths and weaknesses is called:
a. customer research
b. employee survey
c. noncustomer research
d. customer complaints
Q. Loyal customers offer advantages with regard to:
a. revenue growth.
b. cost savings.
c. willingness to provide referrals.
d. willingness to pay premium prices.
Q. The core of a CRM program is:
a. customer surveys.
b. customer acquisition.
c. a customer database.
d. a JIT analysis.
Q. Which of the following is the MOST important component of a CIF analysis?
a. response information
b. purchase history
c. customer descriptors
d. contact history
Q. The process of analyzing a database is called:
a. CIF.
b. data mining.
c. CAD-CAM.
d. demographic analysis.
Q. Satisfaction is BASICALLY a function of:
a. price paid.
b. advertising.
c. perception.
d. distribution.
Q. Human resource policies aimed at delivering superior service quality has the following steps:
a. Hire the right people,
b. Develop employees to deliver quality service
c. Provide needed support systems and retain the best people
d. all of the above
Q. Fundamentally, conflict arising in a service situation between any two parties
a. depends on the level of concern for self and for others.
b. high level of concern for self and high level of concern for others leads to collaboration.
c. high level of concern for self and low level of concern for others leads to a competitive scenario.
d. all of the above.
Q. Importance should be given to the servicescape and equipment in the “service factory” as (choose the statement which is false)
a. the servicescape provides tangible cues to customers regarding the quality of the service.
b. the servicescape should be safe for customers who would be visiting the service factory.
c. the servicescape and equipment are paid for by the customers.
d. signage in the servicescape is important for customers to negotiate their way in the service
Q. The 6Ms model of integrated marketing communication does not consist of
a. Market, Mission
b. Message, Media
c. Media, Motives
d. Money, Measurement
Q. Pricing a new service does not consist of which of the following?
a. Selecting the pricing objective
b. Determining the price elasticity of demand
c. Estimating costs
d. Estimating price
Q. Customers should be retained by a service business because retained customers (Choosethe false statement)
a. are profitable in the long run
b. are retired and cannot do their work by themselves
c. do not mind small increases in price
d. advise other customers to purchase from the service business
Q. Which of the following should not be done with service customers when they are aggrieved with a service failure?
a. apologise for the service failure
b. make good (recover) the service
c. laugh as much as possible so that customers start laughing and forget about the failed service
d. look at the situation from the customer’s point of view and satisfy or even delight them