Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án - Phần 3
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Câu 1:
According to the Mehrabian-Russell Stimulus-Response Model applied to the servicescape, what are the two primary dimensions of employee and customer behavioral responses?
💡 Lời giải chi tiết:
The Mehrabian-Russell model posits that environmental stimuli cause internal states that subsequently drive all behavioral responses, which are ultimately categorized as Approach and avoidance
Câu 2:
When a popular theme park implements a virtual queuing system via a mobile app instead of physical lines, which capacity management strategy are they primarily utilizing?
💡 Lời giải chi tiết:
Implementing virtual queues shifts the waiting experience from a physical constraint to a digital interface, effectively Managing waiting lines by changing customer behavior
Câu 3:
In the SERVQUAL measurement scale, which specific dimension relates to the firm's willingness to help customers and provide prompt service?
💡 Lời giải chi tiết:
Among the five core SERVQUAL dimensions, the one explicitly defined as the proactive willingness to help customers and deliver prompt service is Responsiveness
Câu 4:
In a standard service blueprint, what specific boundary separates the front-stage activities that customers can see from the back-stage activities that are hidden from them?
💡 Lời giải chi tiết:
A service blueprint maps out the service delivery process where the crucial boundary distinguishing customer-facing actions from behind-the-scenes operations is called the Line of visibility
Câu 5:
What term describes the psychological effort employees must exert to align their outward display of feelings with the organization's customer service standards?
💡 Lời giải chi tiết:
The significant mental effort required by frontline workers to manage their feelings and expressions in strict accordance with organizational display rules is known as Emotional labor
Câu 6:
Which pricing strategy is commonly utilized by airlines and hotels to maximize revenue by allocating perishable inventory to the right customer at the right price and time?
💡 Lời giải chi tiết:
The complex practice of adjusting prices based on algorithmic demand forecasting to maximize returns from fixed, perishable capacity is termed Yield management
Câu 7:
The phenomenon where a customer's post-recovery satisfaction is actually higher than their satisfaction prior to the service failure is academically known as what?
💡 Lời giải chi tiết:
When a highly effective service recovery effort leads to a customer being more loyal and satisfied than if no failure had occurred at all, it demonstrates the Service recovery paradox
Câu 8:
In Zeithaml's Customer Pyramid model for relationship marketing, which tier represents customers who cost the company time and money but do not provide sufficient return on investment?
💡 Lời giải chi tiết:
In the customer profitability tiering model, the lowest segment that often demands more attention than their generated revenue justifies is classified as the Lead tier
Câu 9:
When a retail bank encourages customers to use ATMs instead of human tellers for routine deposits, what role is the customer primarily playing in the service delivery?
💡 Lời giải chi tiết:
By actively performing operational tasks that would otherwise be done by paid staff, customers utilizing self-service technologies act as A partial employee
Câu 10:
In the Gaps Model of Service Quality, Provider Gap 3 occurs when there is a discrepancy between service quality specifications and what other element?
💡 Lời giải chi tiết:
Provider Gap 3, also known as the performance gap, highlights the organizational failure to deliver the service according to established standards, meaning the mismatch is with The actual service delivery
Câu 11:
An overpromising advertising campaign that ultimately leads to severe customer disappointment is the primary cause of which specific gap in the Service Quality Model?
💡 Lời giải chi tiết:
The discrepancy between actual service delivery and what is explicitly promised in external marketing communications creates the communication gap, designated as Gap 4
Câu 12:
What is generally considered a major disadvantage of using franchising as a rapid distribution strategy for service firms?
💡 Lời giải chi tiết:
While franchising allows rapid geographic expansion, the franchisor often struggles to monitor independent operators, leading to a Loss of control over service quality and consistency
Câu 13:
Complex offerings like medical surgeries and legal representation are high in which type of qualities, making them incredibly difficult for consumers to evaluate even after consumption?
💡 Lời giải chi tiết:
Services where the customer completely lacks the technical expertise to assess the true quality of the outcome even after receiving it are characterized by high Credence qualities
Câu 14:
When a frontline employee receives conflicting demands from management, such as 'serve customers quickly' versus 'upsell every customer', what specific type of stress are they experiencing?
💡 Lời giải chi tiết:
The severe stress arising when an employee must simultaneously balance the contradictory requirements of organizational efficiency and individual customer satisfaction is known as Organization/client conflict
Câu 15:
According to capacity management theory, what typically happens when a service firm constantly operates at its absolute maximum capacity rather than its optimum capacity?
💡 Lời giải chi tiết:
Operating beyond the optimal level pushes human and physical resources to their breaking limits, leading to rushed service and errors, which means Service quality usually declines as employees become overwhelmed
Câu 16:
Offering a tiered service guarantee, such as a full refund if late by 30 minutes or a 50% refund if late by 15 minutes, is an Integrated Services Marketing Communications strategy designed to achieve what?
💡 Lời giải chi tiết:
Explicit guarantees clarify exactly what the customer can legally expect and provide a safety net if things go wrong, effectively Managing customer expectations and reducing perceived risk
Câu 17:
In the context of Bitner's servicescape model, what does the dimension of 'spatial layout and functionality' specifically refer to?
💡 Lời giải chi tiết:
This crucial dimension of the servicescape addresses how the physical environment is structured and organized to ensure smooth operational flow, defining The arrangement of equipment and machinery to facilitate service goals
Câu 18:
A software company stores all of a client's historical data in a proprietary format, making it highly disruptive for the client to move to a competitor; this strategy builds loyalty through what mechanism?
💡 Lời giải chi tiết:
When a customer faces significant effort, time, or operational loss to transfer data to a new provider, they are restrained by A setup cost switching barrier
Câu 19:
When handling a severe customer complaint, providing tangible compensation like a full refund that perfectly matches the customer's level of loss satisfies which type of perceived justice?
💡 Lời giải chi tiết:
In service recovery theory, evaluating whether the actual financial outcome or compensation is fair in relation to the failure experienced relates to Distributive justice
Câu 20:
According to consumer behavior research, what is one of the most common reasons customers fail to adopt new Self-Service Technologies (SSTs) like automated checkout kiosks?
💡 Lời giải chi tiết:
Customers are highly unlikely to change their habitual behavior and use automated systems if the new method does not offer clear advantages over human interaction, meaning They perceive no personal benefit or time saved
Câu 21:
How does an increase in the absolute importance of a specific service attribute, such as physical safety during an airline flight, affect the customer's zone of tolerance for that attribute?
💡 Lời giải chi tiết:
As a specific service feature becomes extremely critical to the customer, their acceptable range of performance variation shrinks rapidly because their adequate expectations rise, meaning The zone of tolerance narrows
Câu 22:
In developing a service blueprint, what is the primary operational purpose of formally identifying 'fail points' within the mapped process?
💡 Lời giải chi tiết:
By explicitly pinpointing exact steps where the service is statistically likely to break down, managers can build in necessary redundancies To design preventive measures and recovery strategies proactively
Câu 23:
According to research on distinct complaining behaviors, which type of complainer is most likely to complain directly to the service provider but less likely to spread negative word-of-mouth or sue?
💡 Lời giải chi tiết:
Customers who actively complain directly to the firm, thereby giving the business a valuable chance to fix the issue without damaging their public reputation, are classified as Voicers
Câu 24:
When a high-end spa purposefully prices its massages significantly higher than local competitors strictly to signal exclusivity and luxury, it is relying on which pricing concept?
💡 Lời giải chi tiết:
Because services are highly intangible and hard to evaluate beforehand, consumers intuitively use high prices as a mental heuristic for high standards, leveraging Price as an indicator of service quality
Câu 25:
Background music, ambient temperature, and pleasant scents deliberately designed into a retail store environment are classified under which specific dimension of the servicescape?
💡 Lời giải chi tiết:
The intangible background characteristics of an environment that directly affect the five senses and shape subconscious customer perception are categorized as Ambient conditions
