MKT 4200 Exam 3 (Final) questions with
correct answers
service gap - CORRECT ANSWER-✔✔✅distance between customers' expectations of a service and
perception of how the service was actually delivered
knowledge gap - CORRECT ANSWER-✔✔✅difference between what customers expect of a service and
what management perceives the customers to expect
standards gap - CORRECT ANSWER-✔✔✅difference between what management perceives consumers
to expect and the quality specifications set for service delievery
delivery gap - CORRECT ANSWER-✔✔✅difference between the quality standards set for service
delivery and the actual quality of service delivered
communications gap - CORRECT ANSWER-✔✔✅difference between the actual quality standards set for
service described in the firm's external communications
customer satisfaction/dissatisfaction - CORRECT ANSWER-✔✔✅comparison of customer expectations
to perceptions about the actual service encounter
expectancy disconfirmation model - CORRECT ANSWER-✔✔✅comparing customers' expectations with
their perceptions leads customers to have their expectations confirmed or disconfirmed
negative confirmation: lower than expected
positive confirmation: higher than expected
indirect measures - CORRECT ANSWER-✔✔✅tracking/monitoring sales, records, profits & customer
complaints
, direct measures - CORRECT ANSWER-✔✔✅obtained directly from customers using customer
satisfaction surveys
response bias - CORRECT ANSWER-✔✔✅responses only received from a limited group among total
survey participants
data collection method - CORRECT ANSWER-✔✔✅personal & phone interviews ws. written unknown
Question Form - CORRECT ANSWER-✔✔✅the way a question is phrased, i.e., positively or negatively
question timing - CORRECT ANSWER-✔✔✅length of time to take survey after date of purchase
social desirability bias - CORRECT ANSWER-✔✔✅the tendency to respond to questions in a socially
desirable manner
mood - CORRECT ANSWER-✔✔✅mood while completing a survey
benchmarking - CORRECT ANSWER-✔✔✅setting standards against which to compare future data
collected
predicted services - CORRECT ANSWER-✔✔✅level of service quality a customer believes is likely to
occur
perceived service superiority - CORRECT ANSWER-✔✔✅measure of service quality derived by
comparing desired service expectations & perceived service received
adequate service - CORRECT ANSWER-✔✔✅level of service quality a customer is willing to accept
perceived service adequacy - CORRECT ANSWER-✔✔✅measure of service quality derived by comparing
adequate service and perceived service
correct answers
service gap - CORRECT ANSWER-✔✔✅distance between customers' expectations of a service and
perception of how the service was actually delivered
knowledge gap - CORRECT ANSWER-✔✔✅difference between what customers expect of a service and
what management perceives the customers to expect
standards gap - CORRECT ANSWER-✔✔✅difference between what management perceives consumers
to expect and the quality specifications set for service delievery
delivery gap - CORRECT ANSWER-✔✔✅difference between the quality standards set for service
delivery and the actual quality of service delivered
communications gap - CORRECT ANSWER-✔✔✅difference between the actual quality standards set for
service described in the firm's external communications
customer satisfaction/dissatisfaction - CORRECT ANSWER-✔✔✅comparison of customer expectations
to perceptions about the actual service encounter
expectancy disconfirmation model - CORRECT ANSWER-✔✔✅comparing customers' expectations with
their perceptions leads customers to have their expectations confirmed or disconfirmed
negative confirmation: lower than expected
positive confirmation: higher than expected
indirect measures - CORRECT ANSWER-✔✔✅tracking/monitoring sales, records, profits & customer
complaints
, direct measures - CORRECT ANSWER-✔✔✅obtained directly from customers using customer
satisfaction surveys
response bias - CORRECT ANSWER-✔✔✅responses only received from a limited group among total
survey participants
data collection method - CORRECT ANSWER-✔✔✅personal & phone interviews ws. written unknown
Question Form - CORRECT ANSWER-✔✔✅the way a question is phrased, i.e., positively or negatively
question timing - CORRECT ANSWER-✔✔✅length of time to take survey after date of purchase
social desirability bias - CORRECT ANSWER-✔✔✅the tendency to respond to questions in a socially
desirable manner
mood - CORRECT ANSWER-✔✔✅mood while completing a survey
benchmarking - CORRECT ANSWER-✔✔✅setting standards against which to compare future data
collected
predicted services - CORRECT ANSWER-✔✔✅level of service quality a customer believes is likely to
occur
perceived service superiority - CORRECT ANSWER-✔✔✅measure of service quality derived by
comparing desired service expectations & perceived service received
adequate service - CORRECT ANSWER-✔✔✅level of service quality a customer is willing to accept
perceived service adequacy - CORRECT ANSWER-✔✔✅measure of service quality derived by comparing
adequate service and perceived service
