In an Attempt to Attract Customers, Service Marketers Often Promise

question 52

Multiple Choice

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

• A) deliver on these promises and risk financial losses and the success of the company.
• B) promise less than they can actually deliver and keep customers away.
• C) make the appearance of their facilities consistent with their promises to customers.
• D) promise too much and cause customer expectations beyond what they can deliver.
• E) make the quality of their services too tangible in the eyes of the customer.

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Definitions:

Perception

The process by which individuals organize and interpret their sensory impressions in order to give meaning to their environment.

Incremental Theory

The belief that abilities can be developed through dedication and hard work, creating a love of learning and a resilience necessary for great accomplishment.

Entity Theory

The belief that personal qualities such as intelligence and ability are fixed and cannot change significantly.

Intelligence

denotes the capacity for learning, understanding, and applying knowledge and skills and the ability to adapt to new situations.