Chapter 7
_________ is generally described as service performance that falls below a customer's expectations in such a way that leads to customer dissatisfaction.
a. service inconsistency
b. service failure
c. service recovery
b. Service failure
The first step in the new service innovation and development process is ________.
a. idea generation
b. business analysis
c. business strategy development or review
c. business strategy development or review
The first step in the process of developing customer-defined standards is to _______.
a. develop feedback mechanisms for measurement of standards.
b. establish measures and target levels for standards.
c. identify existing or desired service encounter sequence.
d. decide whether hard or soft standards are appropriate.
e. translate customer expectations into behaviors and actions for each service.
c. identify existing or desired service encounter sequence.
All aspects of the organization's physical facility are collectively referred to as the
a. servicespan.
b. service encounter arena.
c. servicescape.
d. service encounter place.
e. service ground.
c. servicescape.
_________ is a culture where an appreciation for good service exists, and where giving good service to internal as well as ultimate, external customers is considered a natural way of life and one of the most important norms by everyone.
Service Culture
Customers are viewed as ________ when they produce a service for themselves.
a. customer mix managers
b. competitors
c. productive resources
d. contributors to quality and satisfaction
e. recruiters
b. competitors
_____ refers to the actions taken by an organization in response to a service failure to improve the situation for the customer.
Service Recovery
A service blueprint depicts __________.
a. the process of service delivery
b. the relation of the service to the services marketing mix
c. the intangible elements of the service
d. all stakeholders that will be affected by the service process
a. the process of service delivery
The first step in delivering high service quality is ________.
a. hiring the right people.
b. understanding customer requirements.
c. innovation.
d. a service blueprint.
e. employee training.
b. understanding customer requirements.
All of the following are elements of a hotel's servicescape EXCEPT
a. business center for checking e-mail and sending faxes.
b. lobby.
c. convention facilities.
d. swimming pool.
e. housekeeping staff.
e. housekeeping staff.
One of the potential costs in employee empowerment is _________.
a. higher labor costs.
b. slower online responses to dissatisfied customers during service recovery.
c. slower online responses to customers during service delivery.
d. increased employee dissatisfaction.
e. increased customer dissatisfaction.
a. higher labor costs.
________ are services produced entirely by the customer without any direct involvement or interaction with the firm's employees.
a. Actor-oriented services
b. Drama monologues
c. Self-service technologies
d. Frequency marketing programs
e. Competitive differentiators
c. Self-service technologies
A consumer is more likely to complain when...
a. the individual's involvement with the product being purchased is low.
b. he or she is the only one who experienced the service failure.
c. the level of ego involvement in the purchase is high.
d. service failure costs less than $500.
c. the level of ego involvement in the purchase is high.
Tiffany called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation. In terms of the service blueprint, Tiffany's telephone call is an example of a(n) _________ .
a. support process
b. customer action
c. onstage contact employee action
d. backstage contact employee action
e. audience action
b. customer action
Service companies experience difficulty in setting standards to match or exceed customer expectations because of a lack of __________.
a. simultaneous organization and presentation.
b. vertical communication.
c. employee partnering.
d. functional integration.
e. operational benchmarking.
d. functional integration.
The potential customers of Hollister correspond to the ________ in the stimulus-organism-response model.
a. organic motivator
b. stimulus
c. organism
d. referent
e. role players
c. Organism
As part of their employee training, the chain Chick Fil-A instructs employees to respond “…my pleasure” any time a customer says, “Thank you”. This is aligning most with which corporate service philosophy?
a. connecting employee satisfaction and customer loyalty
b. marketing the organization
c. personifying the service in the customer's eyes
d. engaged in capacity management
e. eliminating the need for differential advantages
c. personifying the service in the customer's eyes
When a customer does not understand his or her role in the service delivery process, he or she is contributing to provider __(which gap)___.
Gap 3: The Service Performance Gap
T/F: Although medical offices make appointments with patients, the condition-specific of each customer's appointment length and medical needs are uncontrollable, making a service guarantee offer inadvisable.
True or False
True
If the purpose of the service blueprint is to understand the customer’s view of the process, the blueprint should be analyzed ______.
a. as a whole.
b. from right to left.
c. from left to right.
d. vertically, from the bottom to the top.
c. from left to right.
An amusement park that directs its landscaping service to perform outside of guest attendance hours is probably responding to customer complaints concerning __________.
a, developing feedback mechanisms for measurement of standards.
b. identifying existing or desired service encounter sequences.
c. establishing measures and target levels for standards.
d. deciding whether hard or soft standards are appropriate.
e. translating customer expectations into specific behaviors and actions.
e. translating customer expectations into specific behaviors and actions.
The Apple Store’s clean, open spaces and white walls create a modern feel and draw all of the customer’s attention to relatively few products on display. The Apple Store’s servicescape is playing what strategic role?
a. package
b. boundary spanner
c. differentiator
d. facilitator
e. socializer
a. package
Service employees who depend on tips or commissions for income are likely to face greater levels of ________ conflict than employees who receive a straight salary.
Organization/Client
In which of the following service situations would customers have the highest level of participation?
a. eating at a local barbecue restaurant
b. taking self-defense classes
c. staying at a Marriott resort hotel
d. traveling on an American airplane
e. attending a symphonic orchestra concert
b. taking self-defense classes
Kate recently learned to play golf. Last week, she decided to try a new golf course. She signed in to play and was given the keys to an electric golf cart without any instructions on how to operate it. After she drove the cart into a lake, she swore never to play golf again. According to Kate, “There are just too many things you have to know before you can become a real golfer.” Two months later, the golf course manager called Kate and asked why she had not returned to play another game. Which service recovery strategy is being used in this example?
a. make the service fail safe
b. encourage and track complaints
c. treat customers proactively
d. use procedural fairness
e. learn from lost customers
e. learn from lost customers
While at Six Flags over Georgia, Mitch had his picture taken with Tweetie Bird, one of the many Warner Brothers characters that tour the park. Which component of the service blueprint does the picture exemplify?
Onstage employee action
What is the difference in standardization and customization?
Customization usually refers to some level of adaptation or tailoring of the process to the individual customer.
A hair salon designed to appeal to children does not use the standard salon furniture. Instead, children sit on carousel horses to get their haircuts. Large TV monitors strategically located throughout the salon show kid-targeted videos and cartoons are there to entertain the children. The child-friendly hair salon's servicescape serves in what two capacities?
a. a package and as a facilitator
b. a facilitator and as a boundary spanner
c. a differentiator and as a facilitator
d. a boundary spanner and as a differentiator
e. a socializer and as a facilitator
c. a differentiator and as a facilitator
Why would an insurance company give all applicants for the position of customer service representative a personality test?
To measure their service inclination.
An elderly couple regularly dined at their favorite restaurant, Chuck's Fish. Their last experience there was highly unsatisfactory as they were seated next to a noisy bachelorette party who spent most of their time laughing and taking selfies with their mobile devices. Chuck's Fish failed to consider its role to __________.
a. enhance customer compatibility.
b. decrease customer participation.
c. turn the customers of Chuck's Fish into productive resources.
d. allow the customer to co-create the service.
e. maintain the drama metaphor.
a. enhance customer compatibility.