Bộ 9 - Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án
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Câu 1:
Which characteristic of services implies that they cannot be stored for later sale or use, making capacity management crucial?
💡 Lời giải chi tiết:
According to service marketing theory, perishability refers to the fact that service capacity cannot be inventoried, meaning a lost sale today cannot be recovered tomorrow, leading to the Kết luận Lý giải Perishability.
Câu 2:
Which dimension of the SERVQUAL model refers to the knowledge and courtesy of employees and their ability to convey trust and confidence?
💡 Lời giải chi tiết:
In the SERVQUAL framework developed by Parasuraman et al., assurance is defined as the competence and politeness of staff that makes customers feel secure, leading to the Kết luận Lý giải Assurance.
Câu 3:
In the Gaps Model of Service Quality, which gap occurs when there is a difference between customer expectations and management perceptions of those expectations?
💡 Lời giải chi tiết:
The Knowledge Gap, or Gap 1, arises when management does not accurately understand what customers truly want or expect from the service, leading to the Kết luận Lý giải The Knowledge Gap.
Câu 4:
Which element of the expanded marketing mix (7Ps) involves the environment in which the service is delivered and where the firm and customer interact?
💡 Lời giải chi tiết:
Physical evidence includes all tangible cues and the physical facility (servicescape) that help customers evaluate the service before and during consumption, leading to the Kết luận Lý giải Physical Evidence.
Câu 5:
Which term describes a situation where a customer is more satisfied with a service provider after a successful failure recovery than they would have been if no failure had occurred?
💡 Lời giải chi tiết:
The service recovery paradox is a phenomenon where excellent resolution of a problem results in higher loyalty than if the service had been perfect initially, leading to the Kết luận Lý giải Service Recovery Paradox.
Câu 6:
Which type of service attribute is extremely difficult for consumers to evaluate even after consumption, such as the quality of a legal defense or medical diagnosis?
💡 Lời giải chi tiết:
Credence attributes are characteristics that customers may lack the technical expertise to evaluate even after receiving the service, leading to the Kết luận Lý giải Credence attributes.
Câu 7:
In a service blueprint, what is the line that separates front-stage activities visible to the customer from back-stage activities?
💡 Lời giải chi tiết:
The line of visibility is the key boundary in a service blueprint that distinguishes what the customer sees from the behind-the-scenes support processes, leading to the Kết luận Lý giải Line of visibility.
Câu 8:
Which strategy involves charging different prices to different segments at different times to maximize revenue from fixed capacity?
💡 Lời giải chi tiết:
Yield management, widely used in the airline and hotel industries, uses dynamic pricing to balance supply and demand to optimize total revenue, leading to the Kết luận Lý giải Yield management.
Câu 9:
What does the term 'Moment of Truth' represent in service marketing?
💡 Lời giải chi tiết:
Coined by Richard Normann, a moment of truth occurs during any service encounter where the customer's perception of quality is formed through interaction, leading to the Kết luận Lý giải Any interaction where the customer receives an impression of the firm's service.
Câu 10:
Which dimension of service quality focuses on the firm's willingness to help customers and provide prompt service?
💡 Lời giải chi tiết:
Responsiveness in the SERVQUAL model measures the timeliness of the service and the readiness of employees to assist customers, leading to the Kết luận Lý giải Responsiveness.
Câu 11:
Which service characteristic states that the provider and the customer must often be present simultaneously for the service to occur?
💡 Lời giải chi tiết:
Inseparability refers to the simultaneous production and consumption of services, often requiring the physical presence of both the provider and the consumer, leading to the Kết luận Lý giải Inseparability.
Câu 12:
The 'Zone of Tolerance' is defined as the range between which two levels of customer expectations?
💡 Lời giải chi tiết:
The zone of tolerance represents the variation in service performance that customers are willing to accept between what they hope to receive and what they consider acceptable, leading to the Kết luận Lý giải Desired service and Adequate service.
Câu 13:
Which gap in the Gaps Model occurs when the company fails to deliver service according to the established specifications due to HR issues or poor employee performance?
💡 Lời giải chi tiết:
Gap 3 occurs when the actual delivery of the service falls short of the service designs and standards, often because of employee or intermediary factors, leading to the Kết luận Lý giải Gap 3 (Service Performance Gap).
Câu 14:
What is the primary goal of internal marketing in a service organization?
💡 Lời giải chi tiết:
Internal marketing views employees as 'internal customers' and aims to align them with the firm's mission to ensure consistent service quality, leading to the Kết luận Lý giải To motivate and train employees to deliver high-quality service.
Câu 15:
Which of the following is an example of 'Self-Service Technology' (SST)?
💡 Lời giải chi tiết:
SSTs are technological interfaces that allow customers to produce a service independent of direct service employee involvement, such as an ATM, leading to the Kết luận Lý giải An automated teller machine (ATM).
Câu 16:
The concept of 'Heterogeneity' in services means that:
💡 Lời giải chi tiết:
Heterogeneity, also known as variability, indicates that since humans are involved in delivery and consumption, no two service experiences are exactly the same, leading to the Kết luận Lý giải Service performance can vary from one encounter to another.
Câu 17:
Which element of the 7Ps describes the actual procedures, mechanisms, and flow of activities by which the service is delivered?
💡 Lời giải chi tiết:
The process element focuses on the operational flow and steps required to fulfill the service promise to the customer, leading to the Kết luận Lý giải Process.
Câu 18:
In the context of the service-profit chain, what is the direct driver of external service value?
💡 Lời giải chi tiết:
According to the Heskett et al. model, internal service quality drives employee satisfaction, which in turn leads to productivity and loyalty that create customer value, leading to the Kết luận Lý giải Employee productivity and loyalty.
Câu 19:
Which pricing method is often used by services to shift demand from peak periods to off-peak periods?
💡 Lời giải chi tiết:
Peak-load pricing, or differential pricing, uses higher prices during high-demand times and lower prices during low-demand times to balance capacity, leading to the Kết luận Lý giải Peak-load pricing.
Câu 20:
Which dimension of SERVQUAL includes the appearance of physical facilities, equipment, personnel, and communication materials?
💡 Lời giải chi tiết:
The tangibles dimension provides the physical cues that customers use to evaluate service quality, especially since the core service is intangible, leading to the Kết luận Lý giải Tangibles.
Câu 21:
What is the primary risk of using Gap 4 (The Communication Gap) in a marketing campaign?
💡 Lời giải chi tiết:
Gap 4 arises when external communications create customer expectations that the service delivery cannot meet, leading to dissatisfaction, leading to the Kết luận Lý giải The advertisement promises more than the service can actually deliver.
Câu 22:
Which term refers to the totality of the environment in which the service occurs, specifically designed to influence customer behavior and perceptions?
💡 Lời giải chi tiết:
The servicescape, a concept by Mary Jo Bitner, includes ambient conditions, spatial layout, and signs that shape the customer experience, leading to the Kết luận Lý giải Servicescape.
Câu 23:
When a customer helps a dry cleaner by sorting their clothes before drop-off, they are acting as a:
💡 Lời giải chi tiết:
Service marketing emphasizes that customers often play a role as co-producers by providing information or labor that helps in the creation of the service, leading to the Kết luận Lý giải Co-producer.
Câu 24:
Which of the following is the best example of an 'Experience Attribute'?
💡 Lời giải chi tiết:
Experience attributes are qualities that can only be evaluated during or after the consumption process, such as the taste or atmosphere of a meal, leading to the Kết luận Lý giải The taste of a meal at a restaurant.
Câu 25:
What is 'Empowerment' in the context of service employees?
💡 Lời giải chi tiết:
Empowerment allows front-line staff to react flexibly and quickly to customer needs or failures without seeking manager approval every time, leading to the Kết luận Lý giải Providing employees the authority to make decisions to solve customer problems.
