Trắc nghiệm Marketing dịch vụ Tiếng Anh có đáp án - Phần 5
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Câu 1:
What does the 'Servicescape' concept in marketing primarily refer to?
💡 Lời giải chi tiết:
According to Booms and Bitner, the physical surroundings impact the customer experience, making it the physical environment in which the service is delivered and where the firm and customer interact
Câu 2:
Which of the following is a key characteristic that distinguishes services from goods?
💡 Lời giải chi tiết:
Services are defined by four unique features, and the inability to store services for future sale or use is best described as perishability
Câu 3:
What is the primary objective of 'Service Recovery'?
💡 Lời giải chi tiết:
Service recovery represents the systematic process of identifying, managing, and solving service failures to transform dissatisfied customers into loyal ones after a service failure
Câu 4:
In the context of the Gaps Model of Service Quality, what does Gap 5 represent?
💡 Lời giải chi tiết:
In the SERVQUAL model developed by Parasuraman et al., the customer gap is defined as the gap between customer expectations and customer perceptions
Câu 5:
What is 'Internal Marketing' primarily concerned with in services?
💡 Lời giải chi tiết:
Internal marketing views employees as internal customers and focuses on training and motivating employees to serve customers effectively
Câu 6:
Which term describes the simultaneous production and consumption of a service?
💡 Lời giải chi tiết:
Inseparability refers to the characteristic that services are typically created and consumed simultaneously, linking the provider and customer together
Câu 7:
What does the 'SERVQUAL' instrument measure?
💡 Lời giải chi tiết:
SERVQUAL is a widely used multi-dimensional research instrument designed to measure service quality based on five dimensions: reliability, responsiveness, assurance, empathy, and tangibles
Câu 8:
How is 'Heterogeneity' best defined in service marketing?
💡 Lời giải chi tiết:
Heterogeneity implies that service performance often varies because it depends on who provides it, when, where, and how, resulting in the variation in performance and quality of services
Câu 9:
What is the role of 'Evidence Management' in services?
💡 Lời giải chi tiết:
Evidence management is a strategic approach used to help customers evaluate services by making the intangible service more tangible to customers
Câu 10:
Which strategy involves changing service prices based on demand fluctuations?
💡 Lời giải chi tiết:
Yield management is a dynamic pricing strategy that involves changing service prices based on demand fluctuations to maximize revenue
Câu 11:
What is the primary focus of the 'Service Profit Chain' model?
💡 Lời giải chi tiết:
The Service Profit Chain, popularized by Heskett et al., establishes the direct link between internal service quality, employee satisfaction, customer loyalty, and profit
Câu 12:
Which of these is considered a 'tangible' cue in a service setting?
💡 Lời giải chi tiết:
Tangible cues provide evidence of service quality, and the staff's professional appearance is a common example of the staff's professional appearance
Câu 13:
What does 'Service Blueprinting' visualize?
💡 Lời giải chi tiết:
Service blueprinting is a graphical technique that maps out the step-by-step process of service delivery from the customer's perspective
Câu 14:
In marketing, what does 'Zone of Tolerance' represent?
💡 Lời giải chi tiết:
The zone of tolerance is defined as the performance range between desired and adequate service expectations that a customer is willing to accept
Câu 15:
Which of these is a disadvantage of service intangibility?
💡 Lời giải chi tiết:
Because services lack physical form, they are difficult for customers to evaluate before purchase as it cannot be easily displayed or communicated
Câu 16:
What is the purpose of 'Relationship Marketing' in services?
💡 Lời giải chi tiết:
Relationship marketing emphasizes the importance of building and maintaining long-term, profitable customer relationships rather than focusing solely on individual transactions
Câu 17:
Which dimension of SERVQUAL relates to the willingness to help customers?
💡 Lời giải chi tiết:
In the SERVQUAL model, responsiveness specifically measures the willingness to help customers and provide prompt service
Câu 18:
What does the 'Service Encounter' refer to?
💡 Lời giải chi tiết:
A service encounter, often called the 'moment of truth', refers to the moment of interaction between the service provider and the customer
Câu 19:
What is a major benefit of 'Service Standardization'?
💡 Lời giải chi tiết:
Service standardization allows firms to reduce variability, leading to higher operational efficiency and consistency
Câu 20:
Which of these describes 'Customer Co-creation' in services?
💡 Lời giải chi tiết:
In many service contexts, the customer is an active participant, and customer co-creation refers to customers acting as co-producers of the service
Câu 21:
What does 'Perceived Service Quality' depend on?
💡 Lời giải chi tiết:
According to the dominant view in marketing, perceived service quality is a result of the difference between customer expectations and perceived performance
Câu 22:
What is the main challenge of 'Intangibility' for marketers?
💡 Lời giải chi tiết:
Because services are intangible, customers often experience the challenge of inability to show or demonstrate the service before purchase
Câu 23:
What is 'Interactive Marketing'?
💡 Lời giải chi tiết:
According to Gronroos, interactive marketing focuses on the quality of the interaction between the employee and the customer
Câu 24:
Which of these is a key 'Reliability' element in service quality?
💡 Lời giải chi tiết:
Reliability is defined as the ability to perform the promised service dependably and accurately, essentially performing the service right the first time
Câu 25:
Why is 'Empowerment' important for service employees?
💡 Lời giải chi tiết:
Employee empowerment provides staff with the authority and tools necessary to solve customer problems on the spot
