Bộ 4 - Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án
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Câu 1:
Which characteristic of services makes it difficult for customers to evaluate the quality of a service before they actually purchase and consume it?
💡 Lời giải chi tiết:
According to the fundamental principles of service marketing, intangibility refers to the fact that services cannot be seen, tasted, felt, heard, or smelled before they are purchased. Kết luận Lý giải Intangibility
Câu 2:
In the Gaps Model of Service Quality, what does Gap 2 (the Service Design and Standards Gap) represent?
💡 Lời giải chi tiết:
Based on the Parasuraman, Zeithaml, and Berry model, Gap 2 occurs when management fails to translate its perceptions of customer expectations into specific service quality designs and standards. Kết luận Lý giải The difference between management perceptions and service quality specifications.
Câu 3:
Which of the 7Ps of the extended marketing mix refers to the actual procedures, mechanisms, and flow of activities by which a service is delivered?
💡 Lời giải chi tiết:
According to the service marketing mix theory, process encompasses the methods and sequences of actions that create the service experience for the customer. Kết luận Lý giải Process
Câu 4:
Services like legal advice or medical surgery are high in which type of qualities because they are difficult to evaluate even after consumption?
💡 Lời giải chi tiết:
Credence qualities are characteristics that the consumer may find impossible to evaluate confidently even after purchase and consumption due to high technical complexity. Kết luận Lý giải Credence qualities
Câu 5:
Which dimension of service recovery refers to the perceived fairness of the compensation or outcome received after a service failure?
💡 Lời giải chi tiết:
According to justice theory in service recovery, distributive justice focuses on whether the customer feels the tangible results (like refunds or discounts) were fair relative to the failure. Kết luận Lý giải Distributive justice
Câu 6:
In the context of the Servicescape, what term is used for the non-visual elements like temperature, air quality, noise, and music?
💡 Lời giải chi tiết:
Based on Bitner's Servicescape model, ambient conditions include background characteristics of the environment that affect the five senses. Kết luận Lý giải Ambient conditions
Câu 7:
To manage the perishability of services, a hotel offering lower rates during weekdays to attract business travelers is using which strategy?
💡 Lời giải chi tiết:
Service marketers use differential pricing to shift demand from peak periods to off-peak periods to maximize capacity utilization. Kết luận Lý giải Shifting demand
Câu 8:
Which dimension of the SERVQUAL scale refers to the firm's ability to perform the promised service dependably and accurately?
💡 Lời giải chi tiết:
According to the SERVQUAL framework, reliability is consistently ranked as the most important dimension by customers across various service industries. Kết luận Lý giải Reliability
Câu 9:
In a service blueprint, which line separates the activities performed by front-stage employees from those performed by back-stage employees?
💡 Lời giải chi tiết:
The line of visibility distinguishes between what the customer can see (front-stage) and the support processes that occur behind the scenes (back-stage). Kết luận Lý giải Line of visibility
Câu 10:
What is the primary drawback of heterogeneity (variability) in services for a service provider?
💡 Lời giải chi tiết:
Heterogeneity occurs because services depend on people (employees and customers), making it challenging to maintain uniform quality across different transactions. Kết luận Lý giải It makes it difficult to ensure consistent service quality.
Câu 11:
Which level of relationship marketing focuses on building loyalty through price incentives, such as frequent flyer miles or 'buy 10 get 1 free' cards?
💡 Lời giải chi tiết:
Financial bonds represent the most basic level of relationship marketing where the customer is tied to the firm primarily through economic benefits. Kết luận Lý giải Financial bonds
Câu 12:
Which pricing strategy involves setting a high price for a new, unique service to target customers who are less price-sensitive?
💡 Lời giải chi tiết:
Price skimming is used to capture the top of the market (the 'cream') before eventually lowering the price to attract more price-sensitive segments. Kết luận Lý giải Skimming pricing
Câu 13:
What is the main purpose of internal marketing in a service organization?
💡 Lời giải chi tiết:
Internal marketing views employees as internal customers and jobs as internal products that must be marketed to ensure high performance and external customer satisfaction. Kết luận Lý giải To motivate and train employees to deliver high-quality service.
Câu 14:
Which gap in the Gaps Model occurs when a company's advertisements promise a level of service that the company cannot actually deliver?
💡 Lời giải chi tiết:
Gap 4 is the discrepancy between the service promised in external communications (advertising, PR) and the service that is actually provided. Kết luận Lý giải Gap 4 (Communication Gap)
Câu 15:
Employees who interact directly with customers and work at the boundary of the organization are often referred to as:
💡 Lời giải chi tiết:
Boundary spanners play a critical role in service delivery as they link the internal organization with the external environment and customers. Kết luận Lý giải Boundary spanners
Câu 16:
Empowerment in service marketing involves giving frontline employees the authority to:
💡 Lời giải chi tiết:
According to the analysis of service leadership, empowerment allows employees to be flexible and responsive, which is essential for effective service recovery. Kết luận Lý giải Make decisions to solve customer problems on the spot.
Câu 17:
The 'Disconfirmation Model' of customer satisfaction suggests that satisfaction is a result of the comparison between:
💡 Lời giải chi tiết:
The model posits that if actual performance exceeds expectations, positive disconfirmation (satisfaction) occurs, while the opposite leads to dissatisfaction. Kết luận Lý giải Expected performance and Actual performance.
Câu 18:
When a restaurant hires part-time staff during the busy holiday season, it is using which strategy to manage capacity?
💡 Lời giải chi tiết:
Chasing demand involves adjusting capacity (like labor) to match the fluctuations in customer demand levels. Kết luận Lý giải Chasing demand
Câu 19:
What is the primary benefit of Self-Service Technologies (SST) for many service firms?
💡 Lời giải chi tiết:
SSTs allow customers to produce services independently, which can lower operational costs for firms while providing 24/7 accessibility for users. Kết luận Lý giải They can reduce labor costs and increase customer convenience.
Câu 20:
Which level of loyalty development uses structural bonds to tie customers to the firm, often through technology or integrated systems?
💡 Lời giải chi tiết:
Structural bonds are highly effective in B2B contexts because they involve shared processes or technical integrations that are difficult to replace. Kết luận Lý giải Level 4 (Structural)
Câu 21:
Yield management (or Revenue management) is most effective for businesses that have:
💡 Lời giải chi tiết:
Yield management is a technique used by airlines and hotels to maximize revenue by selling the right capacity to the right customer at the right time. Kết luận Lý giải Perishable inventory and fluctuating demand.
Câu 22:
In the 'Customer Pyramid' or 'Tiering of Service', which segment represents the most profitable customers who are least price-sensitive?
💡 Lời giải chi tiết:
The Platinum tier consists of heavy users who are highly loyal and willing to pay a premium for high-quality service. Kết luận Lý giải Platinum tier
Câu 23:
Which type of service innovation involves creating a new service for a market that has not been previously defined?
💡 Lời giải chi tiết:
According to Berry's taxonomy, major innovations are new services for markets as yet undefined and typically involve high risk. Kết luận Lý giải Major innovations
Câu 24:
The concept of the customer as a 'partial employee' suggests that:
💡 Lời giải chi tiết:
In many services, the customer's active involvement (like providing information) is necessary for the successful delivery of the service. Kết luận Lý giải The customer's behavior and participation affect the service outcome.
Câu 25:
What does the term 'Double Deviation' refer to in service marketing?
💡 Lời giải chi tiết:
Double deviation occurs when a customer experiences a service failure followed by a poor attempt at recovery, significantly increasing dissatisfaction. Kết luận Lý giải When a firm fails to recover properly after an initial service failure.
