Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án - Phần 2
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Câu 1:
What phenomenon occurs when a customer's post-recovery satisfaction exceeds their satisfaction prior to the service failure?
💡 Lời giải chi tiết:
This phenomenon describes a situation where highly effective service recovery leads to higher loyalty than if no failure had occurred, known as The service recovery paradox
Câu 2:
In the Provider Gap Model, which gap is directly caused by employees' inability or unwillingness to perform the service at the desired level?
💡 Lời giải chi tiết:
When service delivery fails to meet the company-defined standards due to human resources issues or poor training, it creates Gap 3 - The Service Performance Gap
Câu 3:
According to the Mehrabian-Russell stimulus-response model, environmental stimuli in a servicescape affect customers' emotional states, which then drive which two broad categories of behavior?
💡 Lời giải chi tiết:
Environmental psychology frameworks assert that physical surroundings trigger emotional responses that subsequently lead customers to either explore or leave the environment, manifesting as Approach and avoidance
Câu 4:
When a fitness center requires members to wipe down machines after use and rack their own weights, the members are primarily fulfilling which role in the service delivery process?
💡 Lời giải chi tiết:
By performing tasks that employees would otherwise have to do, customers contribute directly to the firm's operational efficiency acting as Productive resources
Câu 5:
Which pricing strategy is most appropriate for a hotel trying to maximize revenue when facing fixed capacity, high fixed costs, and fluctuating demand?
💡 Lời giải chi tiết:
Matching fluctuating demand with constrained capacity to maximize profitability through dynamic pricing and inventory control is the core concept of Yield management
Câu 6:
In a service blueprint, which line separates the front-stage actions that the customer can see from the back-stage actions that are hidden from the customer?
💡 Lời giải chi tiết:
The key structural element in a blueprint that divides onstage employee actions from backstage employee actions is the Line of visibility
Câu 7:
A bank's marketing highlights that all its financial advisors hold advanced degrees and certifications to build trust with clients, addressing which specific SERVQUAL dimension?
💡 Lời giải chi tiết:
Highlighting employee knowledge, courtesy, and their ability to inspire trust and confidence directly targets the service quality dimension of Assurance
Câu 8:
What is the primary objective of the internal marketing component within the Services Marketing Triangle?
💡 Lời giải chi tiết:
Internal marketing focuses on training, motivating, and rewarding employees so they have the skills and tools required for Enabling the promises made to customers
Câu 9:
Customers who actively complain to the service provider but are unlikely to spread negative word-of-mouth or switch to competitors are classified as what type of complainers?
💡 Lời giải chi tiết:
Because they give the company a chance to fix the problem without damaging its reputation externally, service firms highly value complainers known as Voicers
Câu 10:
A tax preparation service hires temporary accountants during the busy tax season in April and lays them off in May, illustrating which capacity management strategy?
💡 Lời giải chi tiết:
Adjusting the firm's productive resources flexibly to match fluctuating customer volume rather than altering customer behavior represents the strategy of Chasing demand
Câu 11:
The background music, lighting, temperature, and scent of a luxury spa are collective examples of which component of the servicescape?
💡 Lời giải chi tiết:
The intangible background characteristics of the environment that affect the five senses and shape the customer's subconscious experience are defined as Ambient conditions
Câu 12:
When a passenger's flight is canceled, and the airline explains clearly how rebooking works and follows a transparent, first-come-first-served policy, the airline is striving to provide which type of justice?
💡 Lời giải chi tiết:
Ensuring that the policies, rules, and timeliness of the complaint resolution process are perceived as unbiased and clear is the essence of Procedural fairness
Câu 13:
A restaurant introduces a complex fine-dining menu because management thinks customers want gourmet food, but customers actually just want quick, affordable meals, illustrating which provider gap?
💡 Lời giải chi tiết:
The discrepancy between what customers expect and what management perceives they expect due to poor market research causes The Listening Gap
Câu 14:
The time spent waiting in line, the physical effort of assembling furniture, and the frustration of dealing with a rude employee are all examples of what concept in service pricing?
💡 Lời giải chi tiết:
Time, search, convenience, and psychological burdens that a customer sacrifices to receive a service are collectively known as Non-monetary costs
Câu 15:
Frontline employees who operate at the edge of the organization, linking the internal operations with the external customer environment, are known as what?
💡 Lời giải chi tiết:
Personnel who interact directly with customers and must constantly balance the expectations of the firm with the demands of the client are called Boundary spanners
Câu 16:
If a customer expects a pizza delivery to take exactly 30 minutes, but they are willing to accept delivery anywhere between 25 and 40 minutes without being dissatisfied, this time range is called what?
💡 Lời giải chi tiết:
The variation in service performance that a customer recognizes and is willing to accept between their desired and adequate expectations is The zone of tolerance
Câu 17:
A flight attendant who smiles and remains polite while dealing with an aggressive and unreasonable passenger is engaging in what organizational behavior concept?
💡 Lời giải chi tiết:
The effort required by employees to align their displayed emotions with organizational display rules regardless of their true feelings is termed Emotional labor
Câu 18:
According to extensive research on service quality across multiple industries, which of the five SERVQUAL dimensions is consistently ranked as the most important by customers?
💡 Lời giải chi tiết:
The core expectation of customers is that the firm will perform the promised service dependably and accurately, making the most critical dimension Reliability
Câu 19:
A coffee shop uses unique vintage furniture, indie music, and distinct wall art to stand out from a standardized chain like Starbucks, using its physical environment primarily in which role?
💡 Lời giải chi tiết:
When physical evidence is intentionally designed to position the brand uniquely in the market and separate it from competitors, the servicescape acts as a Differentiator
Câu 20:
ATMs, automated hotel checkout kiosks, and online banking portals are all examples of what technological approach to service delivery?
💡 Lời giải chi tiết:
Services produced entirely by the customer without direct involvement or interaction with the firm's employees utilize Self-service technologies
Câu 21:
An amusement park's advertising shows empty pathways and zero wait times for rides, but visitors arrive to find massive crowds and two-hour lines, resulting in which specific gap?
💡 Lời giải chi tiết:
The difference between the actual service delivery and the firm's external promises made through marketing and advertising creates The Communication Gap
Câu 22:
When a customer says they are willing to pay a premium price for a haircut because the salon uses organic products and offers a head massage, they are applying which definition of value?
💡 Lời giải chi tiết:
Equating value strictly with receiving highly desirable benefits regardless of the monetary cost reflects the perspective that Value is everything I want in a service
Câu 23:
A pest control company promises 'If bugs return within 30 days, we will re-treat your home for free or refund your money completely,' which is an example of what service marketing tool?
💡 Lời giải chi tiết:
A formal pledge assuring that the service offered will meet specific standards, accompanied by a clear payout if it fails, is known as A service guarantee
Câu 24:
If a homeowner decides to paint their own living room instead of hiring a professional painting service to save money, the customer is acting in what role relative to the service provider?
💡 Lời giải chi tiết:
When customers have the skills and time to perform the service themselves internally rather than purchasing it externally, they function as a Competitor
Câu 25:
When creating a service blueprint, managers often use a specific symbol to identify areas where the service process is most likely to break down, which are called what?
💡 Lời giải chi tiết:
Highlighting specific steps in the process where errors are frequent helps managers design proactive contingency plans for these Fail points
