MKTG 372 Chapter 9

T/F "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

T/F A service system with a high degree of customer contact is less difficult to control than a low degree of customer contact service system.

False

T/F A supporting facility is the same thing as a facilitating good.

False

T/F Because little or no inventory is carried in a service operation, it is easy to separate the operations management functions from marketing in services.

False

T/F Choosing how to accommodate customer induced variability in a service business is the decision of the front-line service provider.

False

T/F Customer contact refers to creation of the service.

False

T/F 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.

False

T/F Implicit services are not part of the service package.

False

T/F In services, the product is developed first and then the process to produce the service is developed.

False

T/F It is not necessary that a well-designed service system be robust

False

T/F Marketing is responsible for fulfilling the service guarantee.

False

T/F Poka-yoke is roughly translated from Japanese as "quality management."

False

T/F Service strategy begins by integrating operations and strategy.

False

T/F 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

Which company is mentioned in the text as a pioneering of the production line approach to delivering on-site service?

Mcdonalds

Which of the following are alternative possible service encounters included in the service-system design matrix?

Main contact

T/F 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

T/F A service business is an organization whose primary business requires interaction with customers to produce the service.

True

T/F An explicit service is readily observable by the senses.

True

T/F An implicit service implies psychological benefits that the customer may sense only vaguely.

True

T/F An important aspect of service products is that they cannot be inventoried.

True

T/F It is difficult to separate the operations management functions from marketing in services.

True

T/F Most services consist of a bundle of goods and services known as the service package, which is the major output of the development process.

True

T/F One characteristic of a well-designed service system is that it is cost-effective.

True

T/F Poka-yoke is roughly translated from Japanese as "avoid mistakes."

True

T/F Poka-yokes are procedures that block the inevitable mistake from becoming a service defect.

True

T/F 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

T/F Services often take the form of repeated encounters involving face-to-face interactions.

True

T/F The service-system design matrix identifies six forms of service encounters.

True

T/F 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

True

T/F When recovering from a defective service encounter, a botched task calls for material compensation.

True

T/F When recovering from a defective service encounter, poor treatment from a server calls for an apology.

True

T/F

False

T/F The service-system design matrix identifies five alternative forms of service encounters.

False

T/F The "service blueprint" is a classification of services.

False

T/F The customer is (or should be) the second most important focal point of all decisions in a service organization.

False

T/F The work process involved in providing the service must involve the physical presence of the customer in the system.

False

T/F When recovering from a defective service encounter, a botched task calls for an apology.

False

Which of the following is not a characteristic of a well-designed service system?

Puts customers in charge

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?

Treatment

T/F A facilitating good is something purchased or consumed by the buyer or items provided by the customer.

True

Which of the following is a characteristic of a well-designed service system?

Each element of service system is consistent with the operating focus of the firm.

Which of the following refers to the physical presence of the customer in a service system?

Customer contact

Which of the following is not a strategic use of the service-system design matrix?

Design of the service package

In the service-system design matrix, an Internet and on-site technology service encounter is expected to have which of the following?

High production efficiency

Which of the following is an alternative possible service encounter included in the service-system design matrix?

Internet

In the service-system design matrix, a face-to-face loose specs service encounter is expected to have which of the following?

Low production efficiency

In the service-system design matrix, a face-to-face total customization service encounter is expected to have which of the following?

Low production efficiency

In the service-system design matrix, a mail contact service encounter is expected to have which of the following?

Low sales opportunity

Which of the following is considered a high-contact service operation?

Physician practice

Which of the following approaches to service design is characterized by having the customer take a greater role in the production of the service?

Self service approach

What are the three contrasting approaches to delivering on site service

Self service approach, Production line approach, Personal attention approach

Which of the following is not part of "the service triangle"?

Service encounter

Which one of the following is not a major factor distinguishing service design and development from manufacturing design and development?

Service operations can be protected by patents; manufacturing operations cannot.

Which of the following is a characteristic that can be used to guide the design of service systems?

Services 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?

Task

Which of the following is not an element of a good service guarantee?

The customer controls the process

Which of the following is a major factor that distinguishes service design and development from manufacturing design and development?

The service package is the major output of the development process.