Exam 12: Researching Service Success and Failure

Obtrusive observation data collection occurs when the observations that are being made are concealed from those being observed.

When the focus of a service organization's research is to assess employees' performance,it is important to measure everyone in the organization,regardless of rank.

COMPLETION QUESTIONS Observational Trace Analysis Receipt Analysis Mystery Shopping Survey Focus Group Critical Incident Technique Moment of Truth Impact Analysis Service Quality Information System -A comprehensive ___________________ will encourage and enable the organization to incorporate the customer's voice into decision making.

Surveys cannot capture the experiential nature of services.

You are thinking about conducting observational research to understand a service issue.What types of decisions must you make when deciding among alternative observational research methods?

You are a manager for a local service organization.Recently,you approached your boss and asked for approval to conduct marketing research.Before deciding whether to approve the study,your boss asked you how you could or would use the information collected through the research.What are the different ways that you,as a service manager,can use the information collected through research? Since project funding depends on your answer,answer as thoroughly as you can.

COMPLETION QUESTIONS Observational Trace Analysis Receipt Analysis Mystery Shopping Survey Focus Group Critical Incident Technique Moment of Truth Impact Analysis Service Quality Information System -The ___________________ involves three distinct measurements of one or more customer contact points during the service delivery process.

Why is it so difficult to achieve service success?

Focus groups are helpful for generating useful ideas for new services and service improvements or to explore a service's strengths and weaknesses.

Excellent service organizations recognize that research on service successes and failures is not really needed to achieve service profitability.

COMPLETION QUESTIONS Observational Trace Analysis Receipt Analysis Mystery Shopping Survey Focus Group Critical Incident Technique Moment of Truth Impact Analysis Service Quality Information System -_________ research methods allow the researcher to gain an up-close and thorough picture of service phenomena,depending on the specific technique selected.

COMPLETION QUESTIONS Observational Trace Analysis Receipt Analysis Mystery Shopping Survey Focus Group Critical Incident Technique Moment of Truth Impact Analysis Service Quality Information System -____________ is an indirect observation technique that is conducted by reviewing data provided on billing statements to uncover information about service customers.

A service failure occurs when a customer experience with the service falls short of their expectations.

COMPLETION QUESTIONS Observational Trace Analysis Receipt Analysis Mystery Shopping Survey Focus Group Critical Incident Technique Moment of Truth Impact Analysis Service Quality Information System -The ________________ is used to study observable events during a service encounter that contribute in a significant way toward a satisfactory or unsatisfactory service experience.

Organizations that engage in systematic measurement of their service performance should automatically investigate all aspects of their service delivery systems.

Experimental field testing is used to evaluate new service concepts on a small scale.

It is easy to predict and anticipate all of the variables likely to affect performance quality.

A service organization will benefit from its efforts to measure performance,even if the collected information is not used.

The information collected through research can help services

What is mystery shopping?