Long Quiz

Question 1

A flowchart describes an existing process, often in a fairly _____.

Answer 1

simple form

Question 2

Blueprinting is a more _____ of flowcharting and specified in detail how a service process is constructed.

Answer 2

complex form

Question 3

Fail point can definitely _____ in the process.

Answer 3

delay steps

Question 4

An ___ is an example of Self-service delivery points.

Answer 4

ATM

Question 5

Service environments, also called _____, relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites.

Answer 5

servicescapes

Question 6

Sensory costs relate to unpleasant sensations affecting any of the _____.

Answer 6

five senses

Question 7

Spatial layout and functionality (including _____, size and shape of furnishing, counters, equipment).

Answer 7

floor plan

Question 8

Boundary spanners often have _____ because of the position they occupy.

Answer 8

conflicting roles

Question 9

This type of conflict where service employees have to choose between enforcing the company’s rules and satisfying customer demands is also called the _____.

Answer 9

two-bosses dilemma

Question 10

Interpersonal skills tend to be generic across service jobs and include visual communications skills such as making eye contact, _____, understanding body language and facial expressions, and reading customers’ needs.

Answer 10

listening attentively

Question 11

Nordstrom trains and trusts its employees to do the right thing and empowers them to do so. Its employee handbook has only one rule: “Use _____ in all situations.”

Answer 11

good judgment

Question 12

People are motivated and satisfied when they know that they are doing a _____.

Answer 12

good job

Question 13

Generally speaking, _____ who buy more frequently and in larger volumes are more profitable than occasional users.

Answer 13

heavy users

Question 14

Gold accounts had a similar profile to platinum clients, except that they were _____ and more inclined to spread their budgets across several firms.

Answer 14

more price sensitive

Question 15

Iron. These customers provide the _____.

Answer 15

bulk of the customer base

Question 16

Lead. Customers in this tier tend to generate _____ for a firm but often require the same level of service as iron customers.

Answer 16

low revenues

Question 17

Finally, the zone of affection is located at very _____, where customers have such high attitudinal loyalty that they do not look for alternative service providers.

Answer 17

high satisfaction levels

Question 18

Hard lock-in strategies refer to switching costs that are created by having contractual penalties for switching, such as the _____ payable to some brokerage firms for moving shares and bonds to another financial institution.

Answer 18

transfer fees

Question 19

The challenge for the service firm is to design SSTs to be as “_____” as possible.

Answer 19

idiot proof

Question 20

Finally, some customers are motivated by _____.

Answer 20

altruistic reasons

Question 21

Three dimensions of _____ in service recovery processes.

Answer 21

perceived fairness

Question 22

Some service firms use poka-yokes to design frequently occurring _____ out of service processes and to ensure that certain steps or standards in the customer–staff interaction are followed.

Answer 22

service failures

Question 23

Dangerous skiers are _____ who pose a danger to others and need to be policed.

Answer 23

rule breakers

Question 24

In practice, every step in the process—both _____—has some potential for failures and delays.

Answer 24

front stage and back stage

Question 25

Functionality refers to the _____ of service transactions.

Answer 25

ability to facilitate the performance

Question 26

The front line is particularly important for the firm’s customers as well as its competitive positioning because it is _____.

Answer 26

a core part of the product

Question 27

It starts with a detailed discussion of the _____, the service standards expected of cast members, and a comprehensive tour of Disneyland’s operations.

Answer 27

company history and philosophy

Question 28

A complementary approach is to understand the drivers of customer defections (also called _____) and work on eliminating or at least reducing those drivers.

Answer 28

customer churn

Question 29

Customer Responses to Service Failure: _____ (switch provider, spread negative word-of-mouth)

Answer 29

Take private action

Question 30

It is important to give an _____ and to make an effort to resolve the problem.

Answer 30

explanation for the failure

Question 31

The _____, of course, is to do it right the first time.

Answer 31

best strategy

Question 32

The firm must have a _____ in the community as a place to work

Answer 32

good imaged firm

Question 33

Many channels depend on the firm’s ability to _____ from all channels.

Answer 33

capture customer information

Question 34

“Yokeru” means avoid (to _____).

Answer 34

prevent

Question 35

Satisfaction is the _____ response.

Answer 35

customer’s fulfillment