Chapter 9: Service Processes
Most services consist of a bundle of goods and services known as the service package, which is the major output of the development process. T or F?
True
One characteristic of a well-designed service system is that it is cost-effective
True
Poka-yoke is roughly translated from Japanese as "avoid mistakes."
True
Poka-yokes are procedures that block the inevitable mistake from becoming a service defect.
True
Service guarantees can be used at the service design stage to focus the firm's delivery system on the things it must do well to satisfy the customer.
True
Services often take the form of repeated encounters involving face-to-face interactions T or F?
True
The service-system design matrix identifies six forms of service encounters.
True
The term "encounter" is defined by Webster's Dictionary as "meeting in conflict or battle" and is used to also designate meetings between consumers and service systems. T of F?
True
When recovering from a defective service encounter, a botched task calls for material compensation. T or F?
True
When recovering from a defective service encounter, poor treatment from a server calls for an apology. T or F?
True
Which of the following refers to the physical presence of the customer in a service system? A. Creation of the service B. Customer contact C. Intermittent production D. Continuous production E. None of these
B: Customer Contact
"Combine the pain" is an application of behavioral science to service encounters. It means that, when something is going wrong for a group of customers, it is better to totally enrage one or a very few customers rather than slightly annoying a large number of customers.
False
A service system with a high degree of customer contact is less difficult to control than a low degree of customer contact service system T or F?
False
A supporting facility is the same thing as a facilitating good.
False
Because little or no inventory is carried in a service operation, it is easy to separate the operations management functions from marketing in services. T or F?
False
Choosing how to accommodate customer induced variability in a service business is the decision of the front-line service provider
False
Customer contact refers to creation of the service
False
Effective management of services requires a clear focus on understanding operations, so much so that it may even require the exclusion of consideration of marketing or personnel T or F?
False
Implicit services are not part of the service package.
False
In services, the product is developed first and then the process to produce the service is developed.
False
It is not necessary that a well-designed service system be robust.
False
Marketing is responsible for fulfilling the service guarantee T or F?
False
Poka-yoke is roughly translated from Japanese as "quality management."
False
Service strategy begins by integrating operations and strategy.
False
The "back end" of the service encounter is more important than the "front end" because the "back end" is where most service providers are paid.
False
The "service blueprint" is a classification of services
False
The customer is (or should be) the second most important focal point of all decisions in a service organization. T or F?
False
The service-system design matrix identifies five alternative forms of service encounters T or F?
False
The work process involved in providing the service must involve the physical presence of the customer in the system.
False
When recovering from a defective service encounter, a botched task calls for an apology T or F?
False
When recovering from a defective service encounter, a poor treatment from a server calls for material compensation T Or F?
False
A service business is an organization whose primary business requires interaction with customers to produce the service T of F?
True
An explicit service is readily observable by the senses.
True
An implicit service implies psychological benefits that the customer may sense only vaguely.
True
An important aspect of service products is that they cannot be inventoried.
True
It is difficult to separate the operations management functions from marketing in services. T or F?
True
Which of the following are alternative possible service encounters included in the service-system design matrix? A. Mail contact B. Warranty C. Sales call D. Field service E. None of these
A: Mail Contact
Which of the following is a characteristic that can be used to guide the design of service systems? A. Services cannot be inventoried. B. Services are all similar. C. Quality work means quality service. D. Services businesses are inherently entrepreneurial. E. Even service businesses have internal services.
A: Service cannot be inventoried
There are many applications of poka-yokes in service organizations. Which of the following is one of the three-T's used to classify poka-yokes? A. Task B. Time C. Teamwork D. Trust E. Talent
A: Task
Which of the following is not a strategic use of the service-system design matrix? A. Enabling systematic integration of operations and marketing strategy B. Design of the service package C. Comparing how other firms deliver specific services D. Indicating evolutionary or life cycle changes that might be in order as the firm grows E. Clarifying exactly which combination of service delivery the firm is in fact providing
B: Design of service package
Which of the following is a characteristic of a well-designed service system? A. Provides an unconditional service guarantee. B. Each element of service system is consistent with the operating focus of the firm. C. The front end of the service encounter is equal to the back end. D. It segments the pleasure for the customer. E. It lets the customer control the process.
B: Each element of service system is consistent with the operating focus of the firm
Which of the following is an alternative possible service encounter included in the service-system design matrix? A. Face-to-face distance B. Internet C. Questionnaire response D. Automated teller (ATM) E. Response card encounter
B: Internet
In the service-system design matrix, a face-to-face total customization service encounter is expected to have which of the following? A. Low sales opportunity B. Low production efficiency C. High production efficiency D. Low degree of customer/server contact E. None of these
B: Low production efficiency
Which company is mentioned in the text as a pioneering of the production line approach to delivering on-site service? A. Ritz-Carlton Hotel Company B. McDonald's Corporation C. Prudential Insurance Company D. Southwest Airlines E. Citibank
B: Mcdonalds Corporation
Which of the following is one of the three contrasting approaches to delivering on-site service? A. Airline approach B. Self-service approach C. Fast food approach D. Do-it-yourself approach E. Internet approach
B: Self-Service approach
Which of the following is not an element of a good service guarantee? A. Unconditional (no small print) B. The customer controls the process C. Easy to understand D. Easy to communicate E. Meaningful to the customer
B: The customer controls the process
Which of the following is considered a high-contact service operation? A. On-line brokerage house B. Internet sales for a department store C. Physician practice D. Telephone life insurance sales and service E. Automobile repair
C: Physician practice
Which of the following is one of the three contrasting approaches to delivering on-site service? A. Quality approach B. Stock market approach C. Production-line approach D. Retail approach E. Professional approach
C: Production- Line Approach
Which of the following is not a characteristic of a well-designed service system? A. Robust B. Cost-effective C. Puts customers in charge D. User-friendly E. Effectively links "front office" with "back office"
C: Puts customers in charge
Which of the following is a major factor that distinguishes service design and development from manufacturing design and development? A. The service process and service product can be developed independently. B. The service package has the same legal protection available to manufactured goods. C. The service package is the major output of the development process. D. Manufacturing is far more capital intensive than services. E. Capacity decisions are much more critical in manufacturing operations.
C: The Service package is the major output in the developmental process
In the service-system design matrix, an Internet and on-site technology service encounter is expected to have which of the following? A. High sales opportunity B. High degree of customer/server contact C. Low production efficiency D. High production efficiency E. None of these
D: High production efficiency
There are many applications of poka-yokes in service organizations. Which of the following is one of the three-T's used to classify poka-yokes? A. Talent B. Teamwork C. Trust D. Treatment E. Time
D: Treatment
Which of the following approaches to service design is characterized by having the customer take a greater role in the production of the service? A. Production-line approach B. Personal-attention approach C. Quality approach D. Do-it-yourself approach E. Self-service approach
E: Self-Service Approach
Which of the following is not part of "the service triangle"? A. Employees B. Support systems C. Customers D. Service strategy E. Service encounter
E: Service Encounter
Which one of the following is not a major factor distinguishing service design and development from manufacturing design and development? A. The process and product must be developed at the same time. B. Many service organizations can change their service offerings virtually overnight. C. Many parts of the service package are often defined by the training that individuals receive before they become part of the service organization. D. The service package, rather than a definable good, is the output of the development process. E. Service operations can be protected by patents; manufacturing operations cannot.
E: Service operations can be protected by patents; manufacturing operations cannot
A characteristic of a well-designed service system is that it manages the evidence of service quality in such a way that customers are aware of the value of the service provided.
True
A facilitating good is something purchased or consumed by the buyer or items provided by the customer.
True