Your second examination is scheduled on Monday, March 19. 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. Have a nice weekend.

Chapter 6: Listening to the customer through research
	What are the steps in the marketing research process? What are the criteria for developing an effective services research program? Describe some service marketing research methods (e.g., complaint solicitation or critical incidents studies)?
Chapter 7: Understanding Customer Requirements
	How do customer relationships evolve? What are the benefits of long-term relationships between the firm and its customers? What is the lifetime value of a customer? How it it different that the 80/20 rule? Why are customers reluctant to switch service providers? Hint, are there barriers to prevent them from doing so?
Chapter 8: Service Recovery
	Why do firms need a service recovery strategy? What is the the service recovery paradox? Do it suggest a good strategy for retaining customers? When are customers most likely to complain? How can complainers categorized? What is a service guarantee? How can an effective guarantee be designed?
Chapter 9: Service Development and Design
	What is a service blueprint? Why is service blueprinting beneficial to firms?
Chapter 10: Customer-Defined Service Standards
	What is necessary to develop appropriate service standards? Describe the types of customer-defined service standards. What are the steps in developing customer-defined standards?
Chapter 11: Physical Evidence and the Servicescape
	What are the physical environmental dimensions a servicescape? What are the strategic roles that a servicescape plays? From which area of academia does the study of physical evidence and servicescapes originate?