Exam 12: Researching Service Success and Failure

Depending on the specific technique selected,observational methods allow the researcher to gain a close-up and thorough picture of the service phenomena.

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 unobtrusive data-gathering method that relies on people posing as shoppers to observe and collect information about an organization's service performance.

When determining what it is doing right or wrong,the service organization should examine its performance from only the customers' point of view.

COMPLETION QUESTIONS Observational Trace Analysis Receipt Analysis Mystery Shopping Survey Focus Group Critical Incident Technique Moment of Truth Impact Analysis Service Quality Information System -Managers who probe a small group of (8 to 12)customers in depth on specific aspects of the service are using a __________ method of data collection.

Which of the following data collection methods is used by service organizations to gain comprehensive feedback from their employees?

When measuring service performance,it is recommended that measurements be taken on a random basis rather than continuously (i.e. ,on a regular basis).

Customer feedback cards are a type of survey method of data collection.

Mystery shopping is an obtrusive method of gathering data about an organization's service performance.

Indirect observation methods provide more comprehensive types of information than direct methods of observation.

175 29.Which of the following is not a benefit that a service can realize by studying its successes and failures?

Which of the following data collection techniques should be used when a large number of responses are needed for statistical testing of data?

It is best to use a single method for measuring and evaluating service performance.

When using an observational technique,service researchers must protect the customer's privacy.

_________ is(are)the most common method for obtaining a measure of customer satisfaction or service quality.

According to Len Berry,great service companies measure service providers' performance,even though they do not reward their excellence.

Which of the following research methods is used when subjects (customers)are asked to describe their superior and inferior service delivery experiences?

Measurement is the heart of quality improvement.

You've been assigned to develop a method for systematically measuring the service performance of your company.Describe the approach that you would use to develop the measurement system.

Employee reports are not useful for collecting information on an organization's service performance.

Management by walking around is an unobtrusive observational method.