Services Ch 7,8,9,10,11,12
1. (p. 180) When a customer of Twin Cities Rehabilitation Center complained that his therapist was one hour late for their appointment, the owner of the center gave the customer credit for one free hour of therapy. The action taken by the owner is and example of ___________. A. Service recovery B. Service paradox C. Service inconsistency D. Outcome fairness E. Procedural recovery
A
61. (p. 200) Formal market research of lost customers' motivations is a waste of resources.
F
63. (p. 204-205) Studies of service guarantees indicate their existence has no impact on employee morale.
F
64. (p. 202) Guarantees that are written by the legal department are generally more meaningful to customers than any other type.
F
65. (p. 205) Service guarantees are appropriate for any company and every service situation.
F
58. (p. 201) The first rule of service quality is to do it right the first time.
T
14. (p. 188) A consumer who is more likely to engage in negative word-of-mouth than any other type of consumer is called a(n): A. Irate B. Annoyance C. Aggressive D. Activist E. Voicer
a
5. (p. 184) The _______ suggests an initially disappointed customer who has experienced good service recovery might be even more satisfied and loyal as a result. A. Baker's dozen paradigm B. Service recovery paradox C. Halo effect D. Service dilemma E. Service quandary
b
13. (p. 224) The augmentation of an existing service line is a: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Service franchise
c
21. (p. 228) McDonald's offers home and office delivery service in selected markets in the U.S. and Canada. McDonald's delivery service is a _____ growth strategy. A. Share building B. Divestment C. Service development D. Diversification E. Market integration
c
22. (p. 228) Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. Pret a Manger's faster service is a _____ growth strategy. A. Share building B. Divestment C. Service development D. Diversification E. Marketing integration
c
24. (p. 197) Once Mariko had carried her dry cleaning to the car, she took a minute to see if the cleaners had removed the stain from her wool skirt. The stain was still there, so Mariko took the skirt back inside to the cleaner. When Mariko showed the stained skirt to the cleaner employee, she shrugged and said, "I guess you want us to reclean the skirt"? Mariko responded, "Yes, please". The employee took the skirt, gave Mariko a dirty look and began sorting some items on the counter. The employee did not treat Mariko with: A. Functional fairness B. Procedural fairness C. Interactional fairness D. Service equity E. Situational fairness
c
25. (p. 197) As the flight attendant listened to the business traveler complain about having to sit in the plane and wait for two hours before the plane took off, the attendant sorted through some magazines, got a blanket for another passenger and clearly ignored the legitimate complaints of the businessperson. This is clearly a problem with: A. Functional fairness B. Service equity C. Interactional fairness D. Distributive fairness E. Relationship management
c
26. (p. 197) ________ refers to the fact that a complaining customer expects to be treated fairly, with care and honesty. A. Functional equity B. Procedural fairness C. Interactional fairness D. Service equity E. Outcome fairness
c
26. (p. 234) At the _____ stage of the service development and innovation process, the new service is made available to a limited number of its potential customers. A. Commercialization B. Business analysis C. Market testing D. Service development and evaluation E. Post introduction evaluation
c
25. (p. 229) It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process. A. Commercialization B. Business analysis C. New services strategy development D. Service concept development and evaluation E. Idea generation
d
28. (p. 207) All of the following are causes for customer's brand switching EXCEPT: A. Ethical problems B. Pricing C. Inconvenience D. A service paradox E. Core service failure
d
29. (p. 189) Which of the following is NOT an example of a commonly used service recovery strategy? A. Learn from recovery experience B. Respond quickly C. Encourage and track complaints D. Implement the service paradox E. Learn from lost customers
d
45. (p. 202) Many carwashes offer free replacement washes to car owners if it rains or snows within 24 hours of when they had their cars cleaned at the carwash. Because people who would take advantage of this service guarantee are the ones that are concerned about the appearance of their car, this service guarantee: A. Shows the absence of a customer focus B. Illustrates the importance of employee empowerment C. Does not fit the service provider's image D. Is very meaningful E. Is unconditional
d
1. (p. 218-219) Which of the following is NOT a risk incurred by describing services in words alone? A. Oversimplification B. Incompleteness C. Subjectivity D. Biased interpretation E. Transformation
e
12. (p. 225) Rama thought the light blue paint on the walls of the hospital waiting area was a vast improvement over the old brown paint. The repainting of the walls of the service provider is an example of a: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
e
16. (p. 194) _____ concerns the results that customers receive from their complaints. A. Functional fairness B. Procedural fairness C. Interactional fairness D. Service equity E. Outcome fairness
e
35. (p. 189) When Theo complained out loud that the hotel restaurant did not serve breakfast late enough in the morning, a hotel worker overheard him and went to the kitchen. When the hotel worker returned, he presented Theo with a plate of sweet rolls, a cup of coffee and the hotel's apology for having to close down the breakfast service early. Which service recovery strategy is being used in this example? A. Make the service fail safe B. Learn from lost customers C. Treat customers proactively D. Use procedural fairness E. Respond quickly
e
36. (p. 189) The empowerment of employees makes which of the following service recovery strategies easier to implement? A. Make the service fail safe B. Learn from lost customers C. Treat customers fairly D. Encourage and track complaints E. Respond quickly
e
40. (p. 200) 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
2. (p. 180) ________ refers to the actions taken by an organization in response to a service failure. A. Service recovery B. Service paradox C. Service inconsistency D. Outcome fairness E. Procedural recovery
A
51. (p. 181) Customers who experience a service failure and do not complain are more likely to make a repurchase than those who do complain.
F
52. (p. 184) The service recovery paradox states that all recovery service efforts deepen the long-term relationship between the customer and the service provider.
F
55. (p. 188) The category of complainers called irates has a very optimistic sense of the potential positive consequences of all types of complaining.
F
56. (p. 194) When in doubt as to how to treat a customer who has not been provided a service as promised, the service provider should always try to overcompensate that customer.
F
57. (p. 195, 197) An example of outcome inequity occurred when Logan was rudely told he could not golf at a particular course because his clubs were not sanctioned by the U.S. Golf Association.
F
53. (p. 185) People who do not complain often believe that complaining is a waste of time and effort.
T
54. (p. 187) Sometimes the personal values of the category of complainers called passives prevent them from complaining about a service even when they should.
T
59. (p. 198) A trucking company that has a toll free number to call if the driver of the truck does not follow the rules of the road is using a service recovery tool.
T
60. (p. 189) The empowerment of employees is a useful tool in service recovery.
T
62. (p. 201) A guarantee is a particular type of service recovery tool.
T
19. (p. 228) An ad in a dental journal noted that if dentists would bulk buy a flowable composite used to build bridges and caps, the dentist purchasing the composite would receive Delta Air Lines Sky Miles to add to his or her existing Sky Miles. Both companies, the composite marketer and Delta, benefit from this offer. By allowing the composite marketer to offer free Sky Miles to customers, Delta Air Lines is further implementing its _____ growth strategy. A. Share building B. Market development C. Service development D. Diversification E. Market integration
a
30. (p. 201) Banjo Bob repairs guitars, banjos, and other stringed instruments for a living. Banjo Bob promises his customers "100 percent satisfaction in every repair." Which service recovery strategy is Banjo Bob? A. Make the service fail safe B. Learn from lost customers C. Treat customers reactively D. Implement the service paradox E. Use procedural fairness
a
30. (p. 235) A service blueprint depicts: A. The process of service delivery B. All stakeholders that will be affected by the service process C. The intangible elements of the service D. The relation of the service to the services marketing mix E. How the service dimensions will interact before, during and after the service process
a
31. (p. 201) With which service recovery strategy is the reliability dimension of service quality most closely associated? A. Make the service fail safe B. Learn from lost customers C. Treat customers fairly D. Encourage and track complaints E. Respond quickly
a
33. (p. 235) Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation. In terms of the service blueprint, Simone's telephone call is an example of a(n): A. Customer action B. Onstage contact employee action C. Backstage contact employee action D. Support process E. Audience action
a
42. (p. 201) Kelso Massage Therapy promises its clients that there wait for a massage will be less than fifteen minutes or the massage is free. What type of service recovery tool is Kelso Massage Therapy using? A. Offer a guarantee B. Respond quickly C. Do it right the first time D. Implement the service paradox E. Act proactively instead of reactively
a
43. (p. 202) When Shelly hired the housecleaning service, she asked them to use her hypoallergenic cleaning supplies. Instead the workers used their own supplies and Shelly had to lose a day from work because of her allergic reaction to the smell of the cleaners. When Shelly looked at the service guarantee that the workers had left, she found that she could get a reimbursement for all of her out-of-pocket expenses if she had a notarized letter from her doctor describing her condition and her reaction, an affidavit from the workers that they had used the wrong cleaners and another notarized statement that she would not have become ill if the workers had used the right cleaners. This service guarantee is ineffective because it is NOT: A. Easy to invoke and collect B. Customized C. Condition-specific D. Challenging but realistic E. Standardized by situation
a
49. (p. 205) For which of the following service providers would a guarantee be inappropriate? A. A child care provider who has a reputation for providing the best and most responsible child care in a community B. A truck rental company C. An engine tune-up at a car dealership D. A travel agency E. A university
a
6. (p. 186) A consumer is more likely to complain when the: A. Flowers he ordered for his wife's birthday are not delivered B. Big Mac bought in a drive-through comes with pickles even though the special order said no pickles C. Icing on the bakery cake is dark chocolate instead of milk chocolate as ordered D. Mechanic fills the radiator with antifreeze instead of water E. Repair person is 30-minutes late
a
6. (p. 219-220) In order to have a greater likelihood for ultimate success, who should be involved in the new service development process? A. Customers and employees B. Suppliers, distributors and all employees C. All members of the internal and external environment except customers D. Top management only E. Members of the marketing department only
a
7. (p. 224) The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced. A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
a
10. (p. 187) The carpenter came to install the new flooring in the Stephenson's kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is a passive type when it comes to complaining would react to this by: A. Firing the original carpenter and hiring another one B. Taking no action whatsoever C. Complaining to the Better Business Bureau about the terrible service D. Threatening to sue the carpenter if he didn't return immediately E. Complaining daily to the carpenter's answering machine
b
19. (p. 195, 197) In addition to compensation, customers expect _____. In other words, they expect fairness in terms of policies, rules and timeliness of complaint process. A. Functional equity B. Procedural fairness C. Interactional fairness D. Service equity E. Outcome fairness
b
2. (p. 219) The supervisor of a hotel housekeeping staff instructed a new housekeeper in the 45 ways a room must be cleaned if its guest has checked out but she forgot to mention that a less thorough method was to be used if the guest was staying additional nights. The next month the supervisor wonders why the new housekeeper is using many more packets of toiletries than the other housekeepers are. Also, it is taking the housekeeper the same amount of time to clean a recently vacated room as it does to clean a room that will be housing the same people for another night. The best explanation for the misunderstanding about the service to be provided by the housekeeper is _________, a risk incurred when services are described in words alone. A. Oversimplification B. Incompleteness C. Subjectivity D. Biased interpretation E. Transformation
b
20. (p. 195,197) Many frequent flyers have missed their flights due to long, slow security checks before being allowed to enter the airline's terminal. This policy designed to ensure safe flights has resulted in problems associated with perceived: A. Functional equity B. Procedural fairness C. Interactional fairness D. Service equity E. Outcome fairness
b
20. (p. 228) For quite some time, Kentucky Fried Chicken (KFC) has grown through providing its service outside the United States. After over two decades of expansion in China, the company is now planning to explore Africa as a new market and expects to double its number of outlets in Africa by 2014. KFC has developed a growth strategy emphasizing: A. Share building B. Market development C. Service development D. Diversification E. Market integration
b
22. (p. 195, 197) When the dentist's office bills the patient who had an appointment but did not show up for it and did not cancel the appointed, it is an example of _____ because the patient was made aware of the policy before making the appointment. A. Functional fairness B. Procedural fairness C. Interactional fairness D. Service equity E. Outcome fairness
b
23. (p. 195, 197) Adam was working late in his hotel room when the light bulb in the lamp at his desk burned out. He called the front desk and asked for a replacement bulb. The desk manager told Adam that a new one would be provided tomorrow morning and that he did not have the key to the stockroom. Adam tried to explain how much he needed the light to finish his sales report, but the manager was polite but adamant that he could not help. This example illustrates lack of: A. Functional fairness B. Procedural fairness C. Interactional fairness D. Service equity E. Situational fairness
b
24. (p. 229-230) During which stage of the service innovation and development process are demand analysis, revenue projections, cost analyses and operational feasibility assessed? A. Commercialization B. Business analysis C. Market testing D. Service development and evaluation E. Post introduction evaluation
b
27. (p. 206) A pseudo-relationship occurs when A. The service encounter is static B. The customer interacts many times with the same company, but with different service providers C. The company interacts with different members of a household D. Frequency of service is greater than service reach E. The service provider has accepted the validity of the service paradox
b
28. (p. 234) During the commercialization stage, the service goes live and is introduced to the marketplace. This stage has two primary objectives. One is to build and maintain acceptance of the new service among large numbers of service delivery personnel who will be responsible for day to day service quality. The other is to: A. Evaluate tangibles for the service that are designed to reduce problems associated with service heterogeneity B. Monitor all aspects of the service during introduction and through the complete service cycle C. Provide adequate resources to prevent service failures D. Develop a positioning strategy around which the service provider can build a sustainable competitive advantage E. Analyze the market and begin the next new service development process
b
3. (p. 181) Which of the following statements about service failure and service recovery is true? A. Those customers who never complain are as likely to repurchase as those who had a satisfying service experience B. Resolving customer problems effectively has a strong impact on customer satisfaction and loyalty C. All firms employ effective recovery strategies D. Effective service recovery should not be expected to improve overall service performance E. All of the above statements about service failure and recovery are true
b
32. (p. 201) What are poka-yokes? A. Customers who have a propensity to complain B. Automatic warnings or controls to ensure mistakes don't happen C. Service failures D. Common sources of complaints E. Methods for tracking complaints
b
32. (p. 235) In service blueprinting terms, _____ are those steps and activities that contact employees, like desk clerks and receptionists, perform that are visible to customers. A. Customer actions B. Onstage contact employee actions C. Backstage contact employee actions D. Support processes E. Audience actions
b
34. (p. 236) When Jessie wanted to talk to a therapist to learn how she could improve her relationship with her mother, she went to Counseling Professionals, Inc., a counseling service that charges $1 per minute of counseling by phone. By providing counseling and advice by phone, the therapist Jessie spoke with is performing a(n): A. Support process B. Backstage contact employee action C. Onstage contact employee action D. Customer action E. Audience action
b
35. (p. 235) When the character playing Alice in Wonderland signed autographs and had her picture taken with guests at Disneyworld, it was an example of a(n): A. Customer action B. Onstage contact employee action C. Backstage contact employee action D. Support process E. Audience action
b
37. (p. 197) Roger Pack is a breeder of Pomeranian dogs. He has used the same grooming salon for his dogs for the last 10 years. When a new groomer accidentally trimmed too much off of one of his show dog's hind quarters, he was upset. He decided not to make a big deal of the event because of his long-term dealings with the salon owner. Which service recovery strategy is being used in this example? A. Make the service fail safe B. Cultivate relationships with customers C. Treat customers proactively D. Use procedural fairness E. Learn from lost customers
b
38. (p. 199) By noting that a number of customers had complained about late bus arrivals at one particular stop, the bus line rerouted the bus away from a heavy traffic area. By increasing its miles traveled slightly, the bus was able to improve its arrival time substantially at the stop where it had formerly been perpetually late. Which service recovery strategy did the bus line use? A. Make the service fail safe B. Learn from recovery experiences C. Treat customers fairly D. Encourage and track complaints E. Respond quickly
b
39. (p. 199) When its sales were declining, Canadian Airline conducted a marketing survey to understand the expectations of the business traveler, its target market. It learned business travelers resent they are bosses in their own offices but are totally controlled by the airlines when they travel. Canadian Airline instituted gate-side business centers, shower facilities and massage chairs as well as continuous "power to the seat" for those who want to work on their laptops. By listening to its business travelers and providing the services they want, Canadian Airline's sales started increasing. What service recovery strategy did Canadian Airline use? A. Make the service fail safe B. Learn from recovery experience C. Treat customers reactively D. Encourage and track complaints E. Act quickly
b
4. (p. 184) A florist had promised to have the bridal flowers delivered to the wedding rehearsal dinner by 6 p.m. Because of vehicle problems, the flowers did not arrive until the meal was nearly over and the bride and her mother were very upset. To show how sorry he was for the poor service, the florist put extra flowers in the bridal bouquet and gave each mother and grandmother a free orchid corsage. The bride and her mother were extremely pleased with the extra flowers and have recommended the florist to a number of their friends. The florist is wondering if he shouldn't deliberately underdeliver other jobs, compensate the consumer with some upgrade and benefit from even more positive feedback. The florist is responding to the: A. Baker's dozen paradigm B. Service recovery paradox C. Halo effect D. Service dilemma E. Service quandary
b
44. (p. 202) PSE&G is a utility company. One of its service guarantees is to keep all appointments. If PSE&G fails to keep an appointment mutually agreed upon by the customer and the company, PSE&G will credit residential customers' accounts by $25 and business customers' accounts by $100. The guarantee only applies to appointments for meter readings, account investigation, gas service, gas appliance repair and both electric and gas meter work scheduled three days in advance. Which of the following statements about PSE&G's service guarantee is FALSE? A. PSE&G's guarantee is easy to understand and communicate B. PSE&G's guarantee is unconditional C. PSE&G's guarantee is meaningful D. PSE&G's guarantee is easy to invoke E. PSE&G's guarantee is qualitative
b
46. (p. 204) Which of the following statements about the benefits of service guarantees is true? A. To be valid, service guarantees must be in writing B. A good guarantee forces the company to focus on its customers C. Employee morale can be adversely affected by service guarantees D. The guarantee negates the service recovery strategy of act quickly E. A good guarantee will generate a lot of feedback-most, if not all of it, useless
b
5. (p. 219-223) Which of the following is an important consideration for innovating or developing a new service? A. Involve only employees in the innovation process. B. Employ service and design thinking and techniques. C. Use only words to describe the service. D. Design elements of the service separately, rather than as parts of a whole. E. Involve only design experts in the innovation process.
b
7. (p. 186) A consumer is more likely to complain when: A. The individual's involvement with the product being purchased is low B. The level of ego involvement in the purchase is high C. He or she is the only one who experienced service failure D. The purchase is one that is made routinely E. Service failure costs less than $5.00
b
8. (p. 224) The Cirque du Soleil fused elements of theater with traditional circus skills to create a whole new form of entertainment. Cirque du is an example of a: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
b
9. (p. 187) A person who is a(n) _____ is a type of complainer who is unlikely to say anything to the service provider. This type of complainer often doubts the effectiveness of complaining because of a belief that the consequences will not merit the time and effort they will expend complaining. A. Irate B. Passive C. Aggressive D. Activist E. Voicer
b
12. (p. 187-188) A business traveler checked into a Hyatt hotel and was given a room next to the elevator. When he turned on the television, he was greeted with a Hyatt customer service survey. He immediately took advantage of having the survey to let Hyatt know how unhappy he was with his room location. The business traveler would most likely be classed as a(n) _____ type. A. Irate B. Passive C. Voicer D. Aggressive E. Mediator
c
17. (p. 194) _____ focuses on the interpersonal treatment received by the consumer during the complaint process. A. Functional fairness B. Procedural fairness C. Interactional fairness D. Service equity E. Outcome fairness
c
17. (p. 228) When a company offers new services to current customers, it is using a _____ growth strategy. A. Share building B. Market development C. Service development D. Diversification E. Market integration
c
18. (p. 228) Elysian Events, a wedding planning company, noted how many couples had a wedding catastrophe of some kind. As a result, it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies, stolen wedding rings, damaged wedding dresses, etc. Elysian Events is using a _____ growth strategy. A. Share building B. Market development C. Service development D. Diversification E. Market integration
c
21. (p. 195-197) Which of the following is the BEST example of procedural fairness? A. The restaurant charged the man for two meals when he sent back his overcooked steak and demanded one cooked correctly B. Miriam decided the missing button was not important enough to make another trip to the cleaners and complain C. When Tia walked into the salon and asked to have her hair cut, the receptionist pointed to the sign that read, "To keep from inconveniencing our customers, this hair salon will not style the hair of anyone who does not have an appointment" D. The small movie theater gave all patrons two-free movie tickets for the night of their choice when the movie projector broke half way through showing the newest Brad Pitt movie E. The hotel refused to help a man find a room for the night when he missed his scheduled flight
c
27. (p. 234) The openings of new fast-food franchises are typically highly promoted events-especially when the franchise is new to a geographic area. Special food promotions are offered on the day of the grand opening and sometimes guest appearances. Often if a grand opening event is scheduled for the first of the month, the business will actually start serving customers who happen to notice that it is open during the week prior to the first. In this way, employees can familiarize themselves with their jobs and minor problems can be handled before they become major. This pre-opening practice is most closely related to which stage of the new service-development process? A. Commercialization B. Business analysis C. Market testing D. Service development and evaluation E. Post introduction evaluation
c
29. (p. 234) The final stage of the new service development process is: A. Commercialization B. Market research C. Post introduction evaluation D. Fine tuning of the positioning strategy E. Business strategy development
c
31. (p. 235) Service blueprinting is grounded in all of the following disciplines EXCEPT: A. Computer systems analysis B. Decision theory C. Economics D. Industrial engineering E. Logistics
c
33. (p. 201) Which of the following is an example of a poka-yoke? A. Lynsey is so upset with the service she got at the travel agency that she is launching a one-woman campaign to put it out of business B. The business owner complains to the licensing board every time the next-door restaurant's employees forget to put the lids on the garbage cans C. The day care center has carefully labeled bins for each parent to fill with food, diapers, clothes and toys so that one child's stuff will not confused with another's D. The customer refused to pay the delivery fee because the package arrived two days late E. The dentist's office staff regularly does lost customer research
c
4. (p. 219) When is a biased interpretation likely to occur during a discussion of a new restaurant? A. At the beginning of the conversation B. When one party uses nonverbal communications C. When one party uses words like nice and different to describe the restaurant D. Just prior to the conclusion of the conversation E. Whenever the conversation is disrupted by noise
c
48. (p. 202) An effective service guarantee would never be described as: A. Unconditional B. Easy to invoke and collect C. Standardized and/or generic D. Meaningful E. Easy to understand and communicate
c
50. (p. 205) When is a service guarantee inappropriate? A. When prices for the service are high B. When negative impact of unsolved problems is high C. When service quality is truly uncontrollable D. When company has a poor image for service quality E. When company depends on frequent customer purchases
c
9. (p. 224) Dentists have to earn forty continuing education (C.E.) hours every two years to stay licensed. Dental Learning Systems Co. (DLSC) prepared and presented dental seminars around the U.S. to help provide dentists with the access to continuing education courses. During the 1990s, DLSC introduced a journal that could be used like a correspondence course for earning C. E. Hours. A dentist gets a list of upcoming articles/lessons, registers for one that meets his or her need, studies the information provided in the journal and fills out paperwork for DLSC, which then sends notification of completion and the C.E. hour(s) earned to the accrediting bureau. The Dental Learning Systems journal is a: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
c
10. (p. 225) Pret a Manger, a London-based sandwich shop, introduced restaurant-quality sandwiches with fast-food velocity. This would be an example of a A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
d
11. (p. 187-188) The carpenter came to install the new flooring in the Barry kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is a voicer type when it comes to complaining would react to this by: A. Assuming he had done something to alienate the carpenter B. Taking no action whatsoever C. Spreading negative word of mouth about the carpenter to all of his or her friends and relatives D. Confronting the carpenter at another job site and demanding to know when he would be back to finish the floor E. Hiring another carpenter to finish the job
d
11. (p. 225) When Marilyn returned to her oncologist's office for a checkup. She was pleased to find the waiting room had been remodeled and it now contained a large aquarium. There was even a sign that said watching fish is an excellent stress reducer. Since Marilyn did not feel nearly as anxious before going to the oncologist's examination room, she decided the addition of the swimming fish was a good: A. Major innovation B. New service for the currently served market C. Service line extension D. Service improvement E. Style change
d
14. (p. 225) ______ are the most common types of new services. A. Major innovations B. Start-up businesses C. Service line extensions D. Service improvements E. Style changes
d
15. (p. 188) The type of complainer that is called a(n) _____ has an above average propensity to complain. They have a very optimistic sense of the potential positive consequences of all types of complaining. A. Irate B. Passive C. Aggressive D. Activist
d
15. (p. 225) Traditional thinking has defined _____________ as "bundles of goods and services that companies offer to customers," but customers think of them as sets of customer-facing processes. A. Mobile applications B. Start-ups C. Style changes D. Solutions E. Innovations
d
16. (p. 227) The first step in the new service-development process is: A. Idea generation B. New-services strategy development C. Business analysis D. Business strategy development or review E. Concept development and evaluation
d
18. (p. 194) Which of the following is the BEST example of outcome fairness? A. The restaurant charged the man for two meals when he sent back his overcooked steak and demanded one cooked correctly B. Miriam decided the missing button was not important enough to make another trip to the cleaners and complain C. The sign posted on the wall stated the hair salon would not style the hair of anyone who did not have an appointment D. The small movie theater gave all patrons two-free movie tickets for the night of their choice when the movie projector broke halfway through showing the newest Brad Pitt movie E. The hotel refused to help a man find a room for the night when he missed his scheduled airplane flight
d
3. (p. 219) A retail store manager instructed two new sales associates to greet customers quickly when they enter the store. On the first day the sales associates are working on the selling floor, one sales associate greets customers immediately after they enter the store, while the other associate greets customers after they have looked around for a minute or two. Which of the following risks incurred by describing services in words alone has led to the sales associates greeting customers at different time intervals? A. Overcautious B. Ostentation C. Objectivity D. Biased interpretation E. Transformation
d
34. (p. 198) Bruce was driving to work yesterday when he was nearly run off the road by a speeding furniture delivery truck. On the back of the truck was a phone number to call if you believed the driver was not handling the truck safely. Rather than deciding to never buy furniture from this furniture company, Bruce called the company and complained about the truck driver. The person who took his call thanked Bruce for his concern, apologized for the driver and promised to reprimand him. Which service recovery strategy was the furniture store using? A. Make the service fail safe B. Learn from lost customers C. Use procedural fairness D. Encourage and track complaints E. Treat customers proactively
d
41. (p. 200) When its sales were declining, Canadian Airline conducted a marketing survey to understand the expectations of the business traveler, its target market. It learned business travelers resent that they are bosses in their own offices but are totally controlled by the whims of the airlines when they travel. If Canadian Airline had only surveyed former customers who were still in their database, it would have used which service recovery strategy? A. Critical incident B. Make the service fail safe C. Welcome and encourage complaints D. Learn from lost customers E. Customer empowerment
d
47. (p. 204) Which of the following is NOT a benefit provided by a service guarantee? A. The ability to generate meaningful and relevant feedback from customers B. The ability to set clear standards for the organization C. A way to improve employee morale D. A way to increase a customer's sense of risk E. A way to create useful feedback that can be integrated into continuous improvement efforts
d
8. (p. 187-188) People who complain can be categorized as: A. Irates, passives and aggressives B. Passives, activitists, liaisons and negativists C. Activists, mediators, chronic and passives D. Voicers, irates, activists and passives E. Aggressives, passives and mediators
d
13. (p. 188) The carpenter came to install the new flooring in the Stephenson's kitchen two weeks ago. Once he had removed the old flooring, he announced he needed to go get a sander to smooth out the subflooring. He has not been back. A person who is an irate type when it comes to complaining would react to this by: A. Taking no action whatsoever B. Assuming he had done something to alienate the carpenter C. Using the phone to check up on the status of the carpenter at most once a week D. Begging the carpenter to come back and finish the job E. Firing the first carpenter and hiring another one who is willing to complete the job
e
23. (p. 229) During which stage of the service innovation and development process does a service firm produce a description of the service that represents its specific characteristics and features? A. Idea generation B. New services strategy development C. Service development and evaluation D. Market testing E. Service concept development and evaluation
e
