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Fall 2010
Session Five Homework Solutions
Many of these questions do not have a universal answer. Therefore, the answers are
written to elicit a range of potential answers based on differing perspectives. When this
is true, it is particularly important for the student to concentrate on justifying their
selected perspective.
The text defines coproduction as a situation where the customer and the
service provider work closely to produce the service. The examples used
by the text are: A haircut during which the customer is observing the
barber while the barber works; a hired consultant who works closely with
the company’s personnel; and patrons filling their own drinks at their
table. There are a myriad of other examples. The tax accountant and
taxpayer going over a tax return come immediately to mind. I am sure that
there are more examples than there are students in the class.
In a situation like this, the closeness of the customer and provider
can yield problems as well. Work habits, sanitation, different perspectives
of service requirements all can interfere with providing the service. In a
food oriented environment, sanitation and cleanliness become apparent.
14. How can the moment-of-truth concept be used as a training tool in a service setting?
On page 247, the text identifies three basic approaches to using the
“moment of truth” concept as training.
Poka-yoke (or fail-safes) is designed to isolate potential areas for
failure and insure that they do not happen. Three classifications are
identified: warning methods, physical contact methods, and visual contact
methods. Using these procedures, the process is designed not to fail.
The Three T’s
Identify a further definition of ways of planning not to fail. They
offer a set of distinct items that can be observed and focused on.
The Kroger Company case (a closer look at Quality 8-2)
illustrates a situation where the “moment of truth” concept has been used
successfully to improve the service that the company provides.
7. (the slides said 9, but there is no nine in the book – 7 is a good question) The averages
for different dimensions of service quality were computed by averaging the items
pertaining to the dimension. Use the following data to determine which dimensions to
emphasize.
Perceptions Expectations
Tangibles = 5.40 1.42
Reliability = 3.20 6.40
Responsiveness = 2.45 2.30
Assurance = 5.60 3.30
Empathy = 1.90 6.40
a. Using simple differencing, determine which dimensions should be emphasized.
c. Based on your findings, choose the most important dimension that needs to be
improved.
Different companies in the supply chain can have different perspectives of what
customers want from their suppliers.
Table 9-2 presents these priorities. Assemblers, suppliers, and indirect suppliers
all have a different set of importance. Knowledge of these different priorities
assists in a better relationship between customers and producers.
11. Describe the concept that is referred to as supplier partnering. How does this concept
differ from the traditional form of supplier–customer relationship?
The theme of this material has been about improving the communications
between the supplier and the customer as well as reducing the number of
suppliers. This improved communication enables a better product to be
delivered and, potentially, a better product for the end user. This concept is
called supplier partnering.
The traditional form of supplier-customer relationship has been
challenging. There has been a difference in the objectives of the customer
and supplier. Frequently communications have been poor, perhaps
adversarial.
3. Using Figure 9-5, with a sample size of n=100 and an acceptance number of c=3, if a
good shipment has no more than .02 defective, what is the probability of acceptance?
What type of risk is this?
Fifty items in the incoming lot are drawn at random. If two, one, or zero
defective pieces are found, accept the lot. If four or more defective pieces
are found, reject the lot. If three pieces are found defective, perform a
second sample with 100 pieces. If the combined number of defective
pieces in both samples is less than or equal to six, the lot can be accepted.