Quiz -- Chapter 5

1. The corporate culture of a firm does not significantly influence the quality of the
service it provides because the culture is internal and, therefore, not perceived by the
customer.
A. True
B. False

2. Flexibility in meeting customer needs is the main reason that some service firms have
empowered contact personnel.
A. True
B. False

3. A self-service gasoline station that is equipped with a credit card reader is an example
of a customer dominated service encounter.
A. True
B. False

4. Conducting a pre-employment interview that requires the applicant to answer a

question regarding a specific episode is called a situational vignette.
A. True
B. False

5. The majority of difficulties in customer/employee interactions are caused by

unrealistic expectations of the customers.
A. True
B. False

6. In the service encounter triad, the potential conflict between the service organization
and its contact personnel is one of efficiency vs. satisfaction.
A. True
 B. False

7. Work sampling is a tool used to determine the length of time to perform job-related
tasks.
A. True
B. False

8. The "satisfaction mirror" illustrates how both customer and employee can benefit from
building a relationship.
A. True
B. False

9. The Disney organization refers to its employees as cast members in order to promote
its organizational culture.
A. True
B. False

10. When the customer's role is built into the service delivery system, he or she is said to
be a coproducer.
A. True
B. False

11. In the cycle of capability "satisfied employees" follows "careful employee and
customer selection."
A. True
B. False

12. The service profit chain argues that internal quality drives leads to profitability and
growth.
A. True
B. False
13. An organization may standardize service delivery by effecting strict operating
procedures in order to follow a cost leadership strategy.
A. True
B. False

14. Situational vignette, role playing and direct questioning have all been used in
evaluating potential front-line employees.
A. True
B. False

15. Internet banking is a service that would appeal to the economizing customer, the
personalizing customer as well as the convenience customer.
A. True
B. False

16. Efficiency versus satisfaction is the possible source of conflict in the relationship
between the customer and the service organization.
A. True
B. False

17. Time study is a technique of work measurement that is used to develop standards of
performance.
A. True
B. False

18. Easy access is a success factor that is common to both human-to-human service
encounter as well as machine-to-machine service encounter.
A. True
B. False

19. Southwest Airlines delivered high service value because of employee retention and
productivity.
A. True
 B. False

20. A situation involving multiple servers and many customers is usually depicted by
means of worker-customer charts.
A. True
B. False

21. A customer who is interested in the self-service option would find which of the
following dimensions of service most important?
A. Risk involvement
B. Customer's control of the situation
C. Amount of time involved
D. Efficiency of the service process

22. Which interviewing technique would be appropriate to determine how a potential

employee would react in a service encounter?
A. Situational vignette
B. Abstract questioning
C. Direct questioning
D. Acting as a customer

23. The most common reason for difficulties during the interaction of customers and
contact personnel is:
A. unrealistic customer expectations.
B. a technical breakdown in service delivery.
C. incompetent contact personnel.
D. a lack of attention to detail by contact personnel.

24. All of the following are characteristics of a service organization with an inverted "T"
structure, except:
A. the layers of supervision are reduced.
B. contact personnel are trained, motivated, and supplied with timely computer-
based information.
 C. the service encounter is managed at the point of delivery.
D. limiting discretion of contact personnel.

25. A person who drives 100 miles to a factory outlet once a month to buy clothing for
the family is:
A. an economizing customer.
B. an ethical customer.
C. personalizing customer.
D. a convenience customer.

26. A "moment of truth" is not:

A. an opportunity to influence a customer's perception of the service quality.
B. critical in achieving a reputation for superior quality.
C. when the customer is forming an opinion about the efficiency of the service.
D. an interaction between a customer and a service provider.

27. The most important attribute of customer contact personnel is:

A. education.
B. sales related knowledge.
C. intelligence.
D. empathy for the customer.

28. In an organization that has empowered its front-line employees, the middle managers
become:
A. obsolete.
B. facilitators.
C. inspectors.
D. supervisors.

29. Consider the following vignette.

Aboard the cruise ship Royal Majesty, a breakfast diner complains to the waiter that
the meal is cold. The waiter sends the meal back to the kitchen and returns shortly
 with a plate of steaming eggs and bacon. The customer refuses the meal. Rattled, the
waiter expresses his confusion to the maitre d'. This breakdown in customer
interaction can best be described as:
A. unacceptable service.
B. slow performance.
C. unacceptable treatment of employees.
D. unreasonable demands.

30. A service organization's culture is communicated by all but one of the following
methods?
A. Choice of language.
B. Use of stories.
C. Motto
D. Manual

31. Which of the following is not a classification of shopping attitude for a service
customer?
A. Personalizing customer
B. Convenience customer
C. Goal-seeking customer
D. Ethical customer

32. Jiffy Lube, a franchised oil change and lubrication service, is an example of a service
encounter dominated by
A. the organization.
B. contact personnel.
C. the customer.
D. corporate culture.

33. Three elements (the service organization, the contact personnel and the customer)
interact in the service encounter triad shown below. Which position represents the
customer?
 A. Point A
B. Point B
C. Point C

34. Employee empowered service companies have committed to all but one of the
following:
A. investment in people
B. use of information technology
C. link compensation to performance
D. develop training programs for employees

35. Which of the following occurrences would be considered a “moment of truth” in a

restaurant setting ?
A. A diner considering the amount of tip to leave.
B. A child telling his parent what item on the menu looks good.
C. A waiter telling the cook what he really thinks of the manager.
D. A receptionist assigning a table to a customer.

36. Which of the following is the least likely source of difficulty with interactions
between customers and contact personnel?
A. poor employee selection and training
B. customers not understanding their role in the process
C. customers having no money to pay the bill
D. unrealistic customer expectations

37. In the context of the service encounter triad, the trade-off between the service
organization and the contact personnel is one of
 A. efficiency verses satisfaction.
B. efficiency verses autonomy.
C. perceived control.
D. autonomy versus satisfaction.

38. Which one of the following is not a factor for success in a machine-to-machine
service encounter?
A. Easy access
B. Automatic verification
C. Transaction security
D. Fail-safe

39. In the service profit chain model which one of the following was not listed as a
component of the internal service delivery system?
A. Job design/decision-making latitude
B. Selection and training
C. Pay and compensation
D. Information and communication

40. Which of the following firms has an encounter not dominated by the service
organization?
A. Enterprise Rent-A-Car
B. H & R Block
C. McDonald's
D. Jiffy Lube