Question 1

Which of the following technologies is most likely to be used by a professional to provide services?

Accepted Answer

A) RFID tagging 
B) SMS tickets 
C) A website for downloading e-magazines 
D) Long-distance consultations via Skype 
E) A book drop designed to look like an ATM 
A) RFID tagging 
B) SMS tickets 
C) A website for downloading e-magazines 
D) Long-distance consultations via Skype 
E) A book drop designed to look like an ATM

Question 2

Why are customer satisfaction and operational efficiency considered to be 'two sides of the same coin'?

Accepted Answer

A) They must be balanced against one another. 
B) When one is great, so is the other. 
C) They increase the company's earnings. 
D) Both add to the cost of providing services. 
E) Both involve marketing and not operations departments. 
A) They must be balanced against one another. 
B) When one is great, so is the other. 
C) They increase the company's earnings. 
D) Both add to the cost of providing services. 
E) Both involve marketing and not operations departments.

Question 3

Customer service is becoming increasingly technology-based or technology-enabled.

Accepted Answer

A) True 
 B)False

Question 4

The use of role playing exercises is particularly useful in which area of effective program implementation?

Accepted Answer

A) Recruit the right employees 
B) Educating customers 
C) Being proactive 
D) Educating and training 
E) Evaluating performance 
A) Recruit the right employees 
B) Educating customers 
C) Being proactive 
D) Educating and training 
E) Evaluating performance

Question 5

Which of the following is NOT an example of a soft standard?

Accepted Answer

A) Whether customer service representatives were helpful 
B) How speedy the service is 
C) Whether reports were provided as agreed in customer contracts 
D) The level of product knowledge 
E) The level of courtesy extended 
A) Whether customer service representatives were helpful 
B) How speedy the service is 
C) Whether reports were provided as agreed in customer contracts 
D) The level of product knowledge 
E) The level of courtesy extended

Question 6

To manage the customer service function, companies must balance customer satisfaction against ________.

Accepted Answer

A) customer demands 
B) operational efficiency 
C) customer delight 
D) touchpoints 
E) proactive selling 
A) customer demands 
B) operational efficiency 
C) customer delight 
D) touchpoints 
E) proactive selling

Question 7

Which of the following corrective actions could a service firm take in response to defective work?

Accepted Answer

A) Retrain employees 
B) Reassign employees 
C) Revamp support systems 
D) Restructure the work environment 
E) All of the above 
A) Retrain employees 
B) Reassign employees 
C) Revamp support systems 
D) Restructure the work environment 
E) All of the above

Question 8

Using customer expectations to develop service standards provides service firms with which of the following benefits?

Accepted Answer

A) Companies can save money by only offering what customers value 
B) Companies only offer activities and features that customers do expect 
C) Companies only offer activities and features that customers notice 
D) Companies only offer activities and features that customers are willing to pay for 
E) All of the above 
A) Companies can save money by only offering what customers value 
B) Companies only offer activities and features that customers do expect 
C) Companies only offer activities and features that customers notice 
D) Companies only offer activities and features that customers are willing to pay for 
E) All of the above

Question 9

A service culture requires all of the following EXCEPT:

Accepted Answer

A) continuous monitoring of customer satisfaction 
B) reward systems that reflect customer service goals 
C) ambivalence from top management 
D) continuous training 
E) time to develop 
A) continuous monitoring of customer satisfaction 
B) reward systems that reflect customer service goals 
C) ambivalence from top management 
D) continuous training 
E) time to develop

Question 10

Which of the following is NOT a potential disadvantage of using subcontractors?

Accepted Answer

A) The service provider loses control over quality. 
B) The service provider may fail to capture valuable marketing information. 
C) The subcontractor may provide fast, good quality responses. 
D) The subcontractor may actively promote competitive brands. 
E) The service provider may lose information about customer service calls. 
A) The service provider loses control over quality. 
B) The service provider may fail to capture valuable marketing information. 
C) The subcontractor may provide fast, good quality responses. 
D) The subcontractor may actively promote competitive brands. 
E) The service provider may lose information about customer service calls.

Question 11

For which of the following services would it be difficult to develop key performance indicators?

Accepted Answer

A) Retailing 
B) Retail banking 
C) Financial planning 
D) Airlines 
E) Hotels 
A) Retailing 
B) Retail banking 
C) Financial planning 
D) Airlines 
E) Hotels

Question 12

All of the following are dimensions of Parasuraman, Zeithaml and Berry's (1988) service quality model that can be influenced directly by service employees, except:

Accepted Answer

A) intangibles 
B) reliability 
C) assurance 
D) empathy 
E) responsiveness 
A) intangibles 
B) reliability 
C) assurance 
D) empathy 
E) responsiveness

Question 13

Assume you are in charge of customer service for a large multi-outlet fast food business.Discuss the factors that you consider would shape the customer service function for your business.

Accepted Answer

As the person in charge of customer serv

Question 14

To determine the current nature and scope of its customer service function, each service organisation should conduct a ________.

Accepted Answer

A) customer service survey 
B) customer service research 
C) employee survey 
D) customer service audit 
E) employee audit 
A) customer service survey 
B) customer service research 
C) employee survey 
D) customer service audit 
E) employee audit

Question 15

Service employees can influence all the dimensions of SERVQUAL, except one: the 'reliability' dimension.

Accepted Answer

A) True 
 B)False

Question 16

Service firms with multi-site operations make use of ________ and ________ to centralise functions that don't require face-to-face contact.

Accepted Answer

A) automation; personalisation 
B) technology; scripts 
C) scripts; role plays 
D) technology; telecommunications 
E) call centres; role plays 
A) automation; personalisation 
B) technology; scripts 
C) scripts; role plays 
D) technology; telecommunications 
E) call centres; role plays

Question 17

What was a customer service improvement that resulted when the National Library Board of Singapore installed RFID tags in its books?

Accepted Answer

A) The change enabled patrons to download e-books and e-magazines. 
B) Patrons have an opportunity to purchase 'smart bookshelves'. 
C) Librarians can shelve books more efficiently. 
D) The library increased the number of books to 10 million. 
E) Patrons no longer have to stand in line to check out books. 
A) The change enabled patrons to download e-books and e-magazines. 
B) Patrons have an opportunity to purchase 'smart bookshelves'. 
C) Librarians can shelve books more efficiently. 
D) The library increased the number of books to 10 million. 
E) Patrons no longer have to stand in line to check out books.

Question 18

Which of the following is NOT an important characteristic of service organisation employees, particularly those at the frontline?

Accepted Answer

A) Reliability 
B) Responsiveness 
C) Caring attention 
D) Individualised attention 
E) None of the above 
A) Reliability 
B) Responsiveness 
C) Caring attention 
D) Individualised attention 
E) None of the above

Question 19

Customer service is becoming increasingly people-based and the call centre industry is a prime example of this.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a customer service function?

Accepted Answer

A) Greeting customers on arrival 
B) Expediting delivery to customers 
C) Providing information as part of the sales support team 
D) Resolving problems and handling complaints 
E) Developing face-to-face sales presentations 
A) Greeting customers on arrival 
B) Expediting delivery to customers 
C) Providing information as part of the sales support team 
D) Resolving problems and handling complaints 
E) Developing face-to-face sales presentations

Which of the following technologies is most likely to be used by a professional to provide services?

Why are customer satisfaction and operational efficiency considered to be 'two sides of the same coin'?

Customer service is becoming increasingly technology-based or technology-enabled.

The use of role playing exercises is particularly useful in which area of effective program implementation?

Which of the following is NOT an example of a soft standard?

To manage the customer service function, companies must balance customer satisfaction against ________.

Which of the following corrective actions could a service firm take in response to defective work?

Using customer expectations to develop service standards provides service firms with which of the following benefits?

A service culture requires all of the following EXCEPT:

Which of the following is NOT a potential disadvantage of using subcontractors?

For which of the following services would it be difficult to develop key performance indicators?

All of the following are dimensions of Parasuraman, Zeithaml and Berry's (1988) service quality model that can be influenced directly by service employees, except:

Assume you are in charge of customer service for a large multi-outlet fast food business.Discuss the factors that you consider would shape the customer service function for your business.

To determine the current nature and scope of its customer service function, each service organisation should conduct a ________.

Service employees can influence all the dimensions of SERVQUAL, except one: the 'reliability' dimension.

Service firms with multi-site operations make use of and to centralise functions that don't require face-to-face contact.

What was a customer service improvement that resulted when the National Library Board of Singapore installed RFID tags in its books?

Which of the following is NOT an important characteristic of service organisation employees, particularly those at the frontline?

Customer service is becoming increasingly people-based and the call centre industry is a prime example of this.

Which of the following is NOT a customer service function?

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 11: Managing the customer service function

Which of the following technologies is most likely to be used by a professional to provide services?

Why are customer satisfaction and operational efficiency considered to be 'two sides of the same coin'?

Customer service is becoming increasingly technology-based or technology-enabled.

The use of role playing exercises is particularly useful in which area of effective program implementation?

Which of the following is NOT an example of a soft standard?

To manage the customer service function, companies must balance customer satisfaction against ________.

Which of the following corrective actions could a service firm take in response to defective work?

Using customer expectations to develop service standards provides service firms with which of the following benefits?

A service culture requires all of the following EXCEPT:

Which of the following is NOT a potential disadvantage of using subcontractors?

For which of the following services would it be difficult to develop key performance indicators?

All of the following are dimensions of Parasuraman, Zeithaml and Berry's (1988) service quality model that can be influenced directly by service employees, except:

Assume you are in charge of customer service for a large multi-outlet fast food business.Discuss the factors that you consider would shape the customer service function for your business.

To determine the current nature and scope of its customer service function, each service organisation should conduct a ________.

Service employees can influence all the dimensions of SERVQUAL, except one: the 'reliability' dimension.

Service firms with multi-site operations make use of ________ and ________ to centralise functions that don't require face-to-face contact.

What was a customer service improvement that resulted when the National Library Board of Singapore installed RFID tags in its books?

Which of the following is NOT an important characteristic of service organisation employees, particularly those at the frontline?

Customer service is becoming increasingly people-based and the call centre industry is a prime example of this.

Which of the following is NOT a customer service function?

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Service firms with multi-site operations make use of and to centralise functions that don't require face-to-face contact.