Your first examination is scheduled on Monday, February 5. Please bring a writing instrument and the correct answers to class (the latter in your head of course). The following study questions are provided to assist with your preparation for the examination. I may make some adjustments to these questions during our review session on February 2. Have a nice weekend.

Chapter 1: Introduction to Services
	What are services? How are services different than goods? How has technology changed the practice of service marketing? How is the services marketing mix different than the traditional marketing mix?
Chapter 2: The Gaps Model of Service Quality
	What are the customer gap and provider gaps of service quality? Which gap is the critical service gap to close? How can the provider gaps be closed?
Chapter 3: Consumer Behavior in Services
	Describe how the evaluation process is different for search, experience, and credence qualities in consumer products. What the steps in the consumer decision process for services? How can Maslow's Hierarchy be used to characterize needs for services? Once consumers have recognized a need for a service, where do get information about it? How do moods and emotions influence customers' perceptions and evaluations of services? What affects consumer's brand loyalty for goods and services?
Chapter 4: Customer Expectations
	What are sources of adequate service expectations? How are desired service and adequate services levels different? From the service providers perspective, which is easier to change? What is the zone of tolerance? Can customers have more than one zone of tolerance for the same service? What affects desired service and predicted service expectations? What is customer delight? What are its elements?
Chapter 5: Customer Perceptions
	Why is service quality so difficult to define? What can companies do to deal with these different perspectives of quality? What is customer satisfaction? What affects it? Describe the five dimensions SERVQUAL? What are the four service encounter themes for sources of customer satisfaction/dissatisfaction.