Quiz Chapter 9 Service Processes

When recovering from a defective service encounter, a botched task calls for an apology. True False

False A botched task calls for material compensation, while poor treatment from a server calls for an apology.

Which of the following is an alternative possible service encounter included in the service-system design matrix? Response card encounter Questionnaire response Face-to-face distance Automated teller (ATM) Internet

Internet

In the service-system design matrix, a mail contact service encounter is expected to have which of the following? High production efficiency High degree of customer/server contact None of these High sales opportunity Low sales opportunity

Low sales opportunity

Which of the following approaches to service design involves the customer to the greatest extent in providing a service (in effect making them "a partial employee." Quality approach Production-line approach and self-service approach Self-service approach Personal-attention approach only Do-it-yourself approach

Production-line approach and self-service approach C. H. Lovelock and R. F. Young propose that the service process can be enhanced by having the customer take a greater role in the production of the service.

Which one of the following is not a major factor distinguishing service design and development from manufacturing design and development? The service package, rather than a definable good, is the output of the development process. Service operations can be protected by patents; manufacturing operations cannot. Many parts of the service package are often defined by the training that individuals receive before they become part of the service organization. The process and product must be developed at the same time. Many service organizations can change their service offerings virtually overnight.

Service operations can be protected by patents; manufacturing operations cannot. Although equipment and software that support a service can be protected by patents and copyrights, a service operation itself lacks the legal protection commonly available to goods production.

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

False Among the decisions that service managers must make is how much they should accommodate the variation introduced by the customer into a process.

Which of the following is not a strategic use of the service-system design matrix? Design of the service package Comparing how other firms deliver specific services Enabling systematic integration of operations and marketing strategy Clarifying exactly which combination of service delivery the firm is in fact providing Indicating evolutionary or life cycle changes that might be in order as the firm grows

Design of the service package The matrix in Exhibit 9.3 has both operational and strategic uses.The strategic uses include:Enabling systematic integration of operations and marketing strategy.Clarifying exactly which combination of service delivery the firm is in fact providing.Permitting comparison with how other firms deliver specific services.Indicating evolutionary or life cycle changes that might be in order as the firm grows.

In the service-system design matrix, an Internet and on-site technology service encounter is expected to have which of the following? High sales opportunity High degree of customer/server contact High production efficiency None of these Low production efficiency

High production efficiency See Exhibit 9.3.

Which company is mentioned in the text as a pioneering of the production line approach to delivering on-site service? Prudential Insurance Company Southwest Airlines Ritz-Carlton Hotel Company McDonald's Corporation Citibank

McDonald's Corporation The production-line approach pioneered by McDonald's refers to more than just the steps required to assemble a Big Mac. Rather, as Theodore Levitt notes, it treats the delivery of fast food as a manufacturing process rather than a service process.

Which of the following is considered a high-contact service operation? Internet sales for a department store Physician practice Automobile repair Telephone life insurance sales and service On-line brokerage house

Physician practice Face-to-face total customization refers to service encounters whose specifications must be developed through some interaction between the customer and server. Legal and medical services are of this type. See also Exhibit 9.3

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 False

True Every service has a service package, which is defined as a bundle of goods and services that is provided in some environment. The service package, rather than a definable good, constitutes the major output of the development process.

The service-system design matrix identifies six forms of service encounters. True False

True See Exhibit 9.3. There are six forms identified.

Poka-yokes are procedures that block the inevitable mistake from becoming a service defect. True False

True Poka-yokes are defined as procedures that block the inevitable mistake from becoming a service defect.

The work process involved in providing the service must involve the physical presence of the customer in the system. True False

False Customer contact refers to the physical presence of the customer in the system, and creation of the service refers to the work process involved in providing the service itself.

A service system with a high degree of customer contact is less difficult to control than a low degree of customer contact service system. True False

False Service systems with a high degree of customer contact are more difficult to control than those with a low degree of customer contact.

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

False The customer is (or should be) the focal point of all decisions and actions of the service organization.

Which of the following is not a characteristic of a well-designed service system? Effectively links "front office" with "back office" Cost-effective User-friendly Puts customers in charge Robust

Puts customers in charge The seven characteristics of a well-designed service system include:Each element of the service system is consistent with the operating focus of the firm.It is robust.It is user-friendly.It is structured so that consistent performance by its people and systems is easily maintained.It provides effective links between the back office and the front office so that nothing falls between the cracks.It manages the evidence of service quality in such a way that customers see the value of the service provided.It is cost-effective.

Which of the following approaches to service design is characterized by having the customer take a greater role in the production of the service? Personal-attention approach Do-it-yourself approach Production-line approach Quality approach Self-service approach

Self-service approach C. H. Lovelock and R. F. Young propose that the service process can be enhanced by having the customer take a greater role in the production of the service.

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? Teamwork Task Talent Time Trust

Task These can be classified into warning methods, physical or visual contact methods, and by what we call the three T's—the task to be done (Was the car fixed right?), the treatment accorded to the customer (Was the service manager courteous?), and the tangible or environmental features of the service facility (Was the waiting area clean and comfortable?).

In designing service systems, as you go from mail contact to phone contact to face to face total customization, which of the following is most appropriate? sales opportunity increases while degree of customer/server contact increases. sales opportunity decreases while degree of customer/server contact decreases. None of the above sales opportunity decreases while degree of customer/server contact increases. sales opportunity increases while degree of customer/server contact decreases.

sales opportunity increases while degree of customer/server contact increases. As you move in that continuum from mail to face to face total customization, sales opportunity increases and customer/server contact also increases. See also Exhibit 9.3