Deck 12: Employees Roles in Service Delivery

Question 1

Progressive Insurance looked at insurance from the customer's viewpoint and saw how difficult it was to get an auto claim processed and paid by insurance companies. Then the company crafted its service strategy around solving that problem. The company has fleets of claim adjustors on the road every day, ready to rush to the scene of an accident in their territory and provide fast claims processing-sometimes on the spot. The ability of the insurance company to have an adjustor at accident sites so quickly is an example of which of the following service quality dimensions?

A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Answer 1

B

Question 2

Domino's instructs its telephone pizza order takers to pick up the telephone on the first ring and not to put customers on hold. When answering the telephone, an order taker must be energetic, friendly and let the customer hear the smile on his or her face. Domino's guidelines for order takers' telephone answering behavior will influence which of the following service quality dimensions for Domino's?

A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Answer 2

B

Question 3

The _____ dimension of service quality is highly dependent on employees' ability to communicate their credibility and to inspire trust and confidence.

A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Answer 3

C

Question 4

In the services marketing triangle, _____ marketing refers to the service promise being delivered.

A) Internal
B) Interactive
C) Strategic
D) External
E) Integrated

Question 5

According to the services marketing triangle, which of the following lists the types of marketing that must be successfully carried out in order for a service organization to succeed?

A) External, internal and interactive marketing
B) Strategic, tactical and operational marketing
C) Lower-level, middle-level and top-level marketing
D) Functional, hierarchical and, relationship marketing
E) Relationship, interactive and transactional marketing

Question 6

According to the services marketing triangle, an advertisement for Randonner Tours that describes the agency's customized bicycle tours through Europe is a form of _____ marketing.

A) Internal
B) Interactive
C) Integrated
D) External
E) Relational

Question 7

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly Singapore Airlines. One frequent flyer between the U.S. and Japan noted the Singapore cabin crew does not give the usual impression of doing passengers a favor by taking care of them. Free champagne and beer service is available to all classes. Seating has been designed to provide comfort in the airline's wide body planes. In first class, the seats are referred to as sky suites because they are so roomy. Every meal is carefully planned and served. The commitment to making the long flight as pleasant as possible indicates Singapore Airlines:

A) Does not rely on physical evidence
B) Considers reliability more important than empathy
C) Has a service culture
D) Does not use internal marketing
E) Wants to increase the number of service encounters it has with a customer

Question 8

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly Singapore Airlines. One frequent flyer between the U.S. and Japan noted its "cabin crew do not give the usual impression of doing passengers a favor by taking care of them. In short, they make flying with Singapore Airlines a pleasure". In terms of the services marketing triangle, the cabin crew engages in _____ marketing.

A) Internal
B) Interactive
C) Integrated
D) External
E) Transactional

Question 9

A service provider that has an inappropriate employee evaluation and compensation system will experience provider:

A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4

Question 10

Progressive Insurance looked at insurance from the customers' viewpoint and saw how difficult it was to get an auto claim processed and paid by insurance companies. Then the company crafted its service strategy around solving that problem. The company has fleets of claim adjustors on the road every day, ready to rush to the scene of an accident in their territory and provide fast claims processing-sometimes on the spot. What advice would you give Progressive Insurance if it wanted to expand its market to include China, where there is a rapidly growing middle class?

A) Use the same service model the company uses in the U.S. and success is guaranteed
B) It is impossible because service excellence is not appreciated in other countries
C) Values are the same worldwide so Progressive should have no problem
D) Other than some language differences, Progressive should have no difficulty because its service is based on human interaction
E) The many legal, cultural and language barriers will make it very challenging

Question 11

In the services marketing triangle, _____ marketing refers to communications a firm uses to make promises to customers regarding service delivery.

A) Internal
B) Interactive
C) Relationship
D) External
E) Integrated

Question 12

In the services marketing triangle, _____ marketing refers to all the activities the firm must carry out to train, motivate and reward its employees to enable the service promise to be delivered.

A) Interactive
B) Hierarchical
C) Tactical
D) External
E) Internal

Question 13

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly Singapore Airlines. One frequent flyer between the U.S. and Japan noted its "cabin crew do not give the usual impression of doing passengers a favor by taking care of them. In short, they make flying with Singapore Airlines a pleasure". What role does this passenger have the cabin crew playing?

A) Embodying the service
B) Marketing the organization
C) Personifying the service in the customer's eyes
D) Engaged in capacity management
E) Eliminating the need for differential advantages

Question 14

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly Singapore Airlines. An ad that featured a customer saying, "The cabin crew makes flying with Singapore Airlines a pleasure" and announcing Singapore had won top honors for international travel in Business Traveler's magazine annual contest would be an example of _____ marketing.

A) Internal
B) Interactive
C) Integrated
D) External
E) Relationship

Question 15

All of the following could be classified as internal customers of a hospital EXCEPT:

A) Patients
B) Doctors
C) Nurses
D) Bookkeepers who work in the hospital's billing office
E) Anesthesiologists

Question 16

Cadet Uniform Services, a Canadian company that rents uniforms to major corporations, requires its new delivery drivers to go through a year-long training regimen before they receive their own delivery routes. First, new drivers go through three months of training to learn the whole scope of the business before setting foot in a delivery truck. Then they ride with experienced delivery drivers for nine months to watch how they interact with customers. According to the services marketing triangle, Cadet's training program is a form of _____ marketing.

A) Internal
B) Hierarchical
C) Interactive
D) Integrated
E) External

Question 17

According to the service profit chain:

A) There is a direct relationship between employee satisfaction and customer loyalty
B) Internal marketing is more important than either interactive or external marketing
C) The strategies for internal, external and interactive marketing are equally important
D) Customer loyalty is unrelated to internal marketing
E) Reliability is the most important of all the desired service characteristics

Question 18

When Abu went to open a bank account at First National Bank, he was greeted by a friendly account representative who explained the different types of savings and checking accounts, as well as other banking services (e.g., ATM, direct deposit, credit cards and consumer loans) that were available. According to the services marketing triangle, the actions by the account representative are a form of _____ marketing.

A) Internal
B) Interactive
C) Integrated
D) Strategic
E) External

Question 19

_____ customers are those individuals and businesses who buy goods and services from an organization.

A) Internal
B) External
C) Critical
D) Functional
E) Interactive

Question 20

There is a sign next to the door that you can see as you leave Mildred's Restaurant. It reads, "If you enjoyed your meal, please tell a friend". In terms of the services marketing triangle, this sign is a part of Mildred's _____ marketing.

A) Internal
B) Interactive
C) Integrated
D) External
E) Transactional

Question 21

AT&T Universal Card Services (USC) gives its employees the right to grant credit lines to customers and adjust customers' bills without management approval. By giving its employees the authority to make decisions that will benefit its customers, USC is:

A) Including employees in the company's vision
B) Empowering employees
C) Measuring and rewarding strong service performers
D) Promoting teamwork
E) Enveloping service-oriented internal processes

Question 22

During two-day orientation and extensive on-the-job training, each Ritz-Carlton Hotel employee learns the Ritz-Carlton Gold Standards, which contain a credo, 20 basics of service, knowledge of one's work area, answering the telephone with a smile, wearing immaculate uniforms and the three steps of service. The three steps of service are comprised of a warm and sincere greeting, anticipation and compliance with guests' needs and a fond farewell using the guest's name, if possible. The Ritz-Carlton Hotel is using which of the following human resource strategies?

A) Hiring the right people
B) Providing needed support systems
C) Eliminating employee churn
D) Developing people to deliver service quality
E) Creating supportive servicescapes

Question 23

The frontline service employees are referred to as:

A) Gatekeepers
B) Control centers
C) Boundary spanners
D) Service encounter experts
E) External service providers

Question 24

_____ labor entails delivering smiles, making eye contact, showing sincere interest and engaging in friendly conversations with customers who are essentially strangers and who may not ever be seen again.

A) Physical
B) Mental
C) Personal
D) Accountable
E) Emotional

Question 25

At the restaurant last night, the restaurant owner asked the server to turn the television on the Braves game and to turn up the sound so he could hear it. A group at a nearby table asked the server to turn down the sound so they could hold a conversation. Yet another group of patrons asked that the television be turned to another channel that was showing a Clint Eastwood movie. The server had to deal with both _____ conflicts.

A) Person/role and Inter-client
B) Heterogeneous and person/role
C) Organization/client and person/role
D) Inter-client and organization/client
E) Escalating and organization/client

Question 26

Sales associates at Nordstrom are given a "personal" book to keep track of customers' names, telephone numbers, height and weight, likes and dislikes (e.g., color, style and texture preferences) and charge account numbers to help them become a personal shopper for the customer. In addition, sales associates have an open account to send thank-you notes or flowers to customers. By having a personal book and sending thank-you notes or flowers to customers, Nordstrom's sales associates are showing they care by emphasizing the _____ dimension to influence customer perceptions of Nordstrom's service quality.

A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
E) Tangibles

Question 27

Service employees who depend on tips or commissions for income are likely to face greater levels of _____ conflict than employees who receive a straight salary.

A) Person/role
B) Vertical
C) Organization/client
D) Inter-client
E) Horizontal

Question 28

Which type of conflict results from the fact that Sullins Cleaning requires its employees to wear uniforms?

A) Person/role
B) Vertical
C) Organization/client
D) Inter-client
E) Horizontal

Question 29

Service firms use work simulation exercises to:

A) Make their job offers more attractive to prospective employees
B) Empower their employees
C) Compete proactively for the best people
D) Determine potential employees' service competencies and service inclinations
E) Promote teamwork

Question 30

Which of the following hotel employees is NOT a boundary spanner?

A) Chef
B) Front desk clerk
C) Housekeeping employee
D) Concierge
E) Room service operator

Question 31

A regional chain of travel agencies uses role-playing to determine how courteously and efficiently a potential employee will handle difficult customers who keep changing their minds. The travel agency is assessing service:

A) Competency
B) Empathy
C) Assurance
D) Inclination
E) Accountability

Question 32

All of the following are service inclination skills EXCEPT:

A) Clerical speed and accuracy
B) Social sensitivity
C) Helpfulness
D) Courtesy
E) Thoughtfulness

Question 33

While being trained at Disney University in Orlando, Florida, Disneyworld employees are told they are not just employees but pivotal "cast members" in a "show". From street sweepers to monorail pilots, each cast member must go out of his or her way to make the resort seem unreal. No matter how tired employees are or how deeply guests may try their patience, employees must never lose composure. _____ labor is required from Disneyworld employees to always maintain composure.

A) Physical
B) Mental
C) Personal
D) Accountable
E) Emotional

Question 34

At Target, a discount store chain, if the shelf price is not on an item, checkout clerks can take the customer's word for prices up to $20. The customer does not have to wait for the clerk to check the price with someone on the floor. By giving its employees the authority to make decisions on the customer's behalf, Target is:

A) Including employees in the company vision
B) Empowering employees
C) Measuring and rewarding strong service performers
D) Promoting teamwork
E) Developing service-oriented internal processes

Question 35

A service firm in a particular industry or in a particular location can use which of the following human resource strategies to attract the best people?

A) Become a preferred employer
B) Providing needed outsourcing
C) Using benchmarking
D) Limiting the number of service encounters
E) Designing efficient servicescapes

Question 36

A state auditor who is expected to deliver quality, individualized service to state offices and departments while at the same time finishing jobs as quickly as possible is experiencing a(n) _____ tradeoff:

A) Demand/supply
B) Client/organization
C) Customization/standardization
D) Inclination/competency
E) Quality/productivity

Question 37

A telephone order taker for a catalog retailer is expected to treat each customer with concern and courtesy and be willing to spend as much time as needed to get the order taken, while not leaving other customers waiting on hold for too long. The telephone order taker is likely to experience _____ tradeoff.

A) Demand/supply
B) Client/organization
C) Customization/standardization
D) Inclination/competency
E) Quality/productivity

Question 38

During Chemical Bank's annual "Stellar Teller" contest, tellers match their skills in the areas of money counting, knowledge of bank policy and ability to make customers feel like royalty. To assess money counting skills, tellers are required to sort a mishmash of ones, fives, 10s and 20s by denomination, arrange the bills so that they all face the same way, then tally the cash on an adding machine and put it back into a deposit bag. Time and accuracy count. A bank teller's money-counting skills are a service:

A) Competency
B) Competitiveness
C) Inclination
D) Responsibility
E) Accountability

Question 39

On a recent concert tour, Aerosmith sang a number of classic songs from its past albums, in addition to playing songs from its newest album. By singing both old songs to satisfy older audience members and songs from its more recent album to satisfy younger fans, Aerosmith was trying to reduce _____ conflict.

A) Person/role
B) Heterogeneous
C) Organization/client
D) Inter-client
E) Demographic

Question 40

When a lawyer feels a conflict between what she is asked to do and her own personality, orientation or values she is experiencing _____ conflict.

A) Person/role
B) Vertical
C) Organization/client
D) Inter-client
E) Horizontal

Question 41

Domino's Pizza uses its Team/Individual/Performance/Objectives (TIPO) system to relate employee bonuses to individual and team performance for a given time period. Domino's Pizza's TIPO system is:

A) Including employees in the company's vision
B) Empowering employees
C) Creating employees as customers
D) Promoting teamwork
E) Developing service-oriented internal processes

Question 42

From the customer's point of view, internal marketing activities, as defined by the services marketing triangle, are the most significant.

Question 43

Because Bella Harasian, certified medical doctor, does not like to deal with people, she can be described as having service competencies but not service inclinations.

Question 44

Which of the following organizations is NOT suited for using employee empowerment strategies?

A) An organization where the business strategy is one of mass marketing
B) An organization in which managers and employees have high growth and social needs
C) An organization that establishes long-term relationships with its customers
D) An organization that uses non-routine technology to provide its services
E) An organization that operates in an unpredictable environment

Question 45

For which of the following service providers is an employee empowerment strategy most suited?

A) A service provider that relies on mass production/consumption
B) A service provider with a static business environment
C) A service provider that builds long-term relationships with its customers
D) A service provider that relies on routine, simple technology
E) A service provider that specializes in transactional relationships

Question 46

Through its external marketing efforts, a company makes promises to its customers regarding what they can expect and how it will be delivered.

Question 47

At AT&T Universal Card's Customer-Service Center in Jacksonville, Florida, customer service representatives are given immediate access via their computer screen to information and tools they need to serve the customer efficiently. When a customer calls, the representative can view the customer's account records and any notes from previous telephone calls from the customer. The representatives also have information on commonly asked questions. By providing immediate access to customer files, AT&T Universal Card is using which of the following human resource strategies for closing provider gap 3?

A) Hire the right people
B) Provide needed support systems
C) Retain the best people
D) Develop people to deliver service quality
E) Set service standards

Question 48

Front line service employees are called boundary spanners.

Question 49

FedEx honors a handful of non-management employees with its Golden Falcon award each month, recognizing efforts that are "above and beyond their customary line of duty". This award includes a gold pin with the gold falcon emblem and ten shares of FedEx stock. By giving deserving employees the Golden Falcon award, FedEx is using which of the following human resources management strategies for closing provider gap 3?

A) Hire the right people
B) Provide needed support systems
C) Retain the best people
D) Develop servicescapes to deliver service quality
E) Creating an employee-oriented culture

Question 50

Delivering the service as promised is often totally within the control of frontline employees.

Question 51

Personality tests and work simulations are used to measure the service inclinations of potential service providers.

Question 52

The first step in conducting an internal customer service audit is to:

A) Define customers
B) Engage in brainstorming and other forms of idea generation
C) Create a new servicescape
D) Define employee quality
E) Eliminate all conflict

Question 53

A service firm that conducts periodic internal marketing research to assess employee satisfaction and needs is using which of the following human resource strategies for closing provider gap 3?

A) Hiring the right people
B) Providing needed support systems
C) Using a control system to eliminate unnecessary service encounters
D) Training teams to deliver service quality
E) Establishing effective servicescapes

Question 54

The Ritz-Carlton Hotel recognizes and rewards employees who perform feats of outstanding service. Under its 5-Star Awards program, peers and managers nominate outstanding performers. Winners receive plaques at dinners celebrating their achievements. For on-the-spot recognition, managers award Gold Standard Coupons to outstanding employees, redeemable for items in the gift shop and free weekend stays at the hotel. The Ritz-Carlton Hotel is using which of the following human resources management strategies for closing provider gap 3?

A) Hire the right people
B) Provide needed benchmarks
C) Retain the best people
D) Develop servicescapes to deliver service quality
E) Set service standards

Question 55

One of the potential costs in employee empowerment is:

A) Higher labor costs
B) Slower online responses to dissatisfied customers during service recovery
C) Slower online responses to customers during service delivery
D) Increased employee dissatisfaction
E) Increased customer dissatisfaction

Question 56

Barnett Bank opened a school with kindergarten through fifth grade classes run by the Duval County school system and a child-care center at its headquarters office park in Jacksonville, Florida, to provide "work-and-family" benefits designed to help employees balance the stresses of a demanding job and family life. Barnett Bank is:

A) Promoting teamwork
B) Treating employees as customers
C) Measuring and rewarding strong service performers
D) Including employees in the company vision
E) Empowering employees

Question 57

A person/role conflict is most likely to arise in jobs where the service provider relies on commissions rather than a salary for his or her income.

Question 58

Empathetic labor is a factor when an on-duty lifeguard must interact with people and go repeatedly into the pool even though he has severe sunburn.

Question 59

Empowerment is simply giving employees the authority to make decisions on the customer's behalf.

Question 60

In a service culture, good service is a way of life and it comes naturally to the members of the organization because it is an important norm.

Question 61

Barry is the program director at the Lakeside Amphitheater. It is his job to bring in entertainers to the venue. Because of other demands on the center, he can only bring in one act this quarter. Members of the city commission have told him to bring in a country-western act. The school board wants him to bring in an inner-city children's choir. Other groups have requested a gospel show and a one-man show on the life of Harry Truman. Barry is experiencing what kind of conflict?

Question 62

What kind of labor is the hotel operator performing when she has to explain for the 120th time why the hotel's fire alarm went off accidentally - with a smile?

Question 63

A service firm that has routine technology, long-term customer relationships and a predictable business environment is well-suited for empowerment.

Question 64

At college, Marla is active in drama. This summer she plans to run a two-week drama camp for the children in her neighborhood. She is planning to charge $75 per child. At the end of the two-week period, she is hoping to have the group present a play she has written. She plans on hiring her two brothers to assist her. The campers will learn all about the theater by building the set, rehearsing the play, selling tickets, making costumes and doing everything else needed to present the play. Discuss her activities in terms of the services marketing triangle.

Question 65

Employee appearance and dress are important aspects of the _________ dimension of service quality.

Question 66

The nature of many service jobs suggests that customer satisfaction will suffer slightly when employees work as a team.

Question 67

Who would be the boundary-spanning employees at a restaurant like Longhorn Steakhouse, Applebee's, Red Lobster and Pizza Hut?

Question 68

Why would an insurance company give all applicants for the position of customer service representative a personality test?

Question 69

Discuss the following statement: "Service quality dimensions are driven by employee behavior".

Question 70

What is the first step in conducting an internal customer service audit?

Question 71

Which type of conflict is most commonly felt by an employee whose income depends largely on tips instead of a salary?

Question 72

Pierce loves his new job as a city bus driver but he hates his polyester uniform that he believes makes him look like an overgrown Boy Scout. What kind of conflict is Pierce experiencing?

Question 73

How would you explain a service culture to the owner of a talent agency who represents musicians and comedians who entertain on college campuses?

Question 74

Which type of marketing, as defined by the services marketing triangle, includes recruiting, motivating and training?

Question 75

Discuss the four sources of conflict for boundary-spanning service workers.

Question 76

A potential benefit of empowerment is quicker on-line responses to dissatisfied customers during service recovery.

Question 77

To be effective and efficient in their jobs, service workers require internal support systems that are aligned with their needs to be customer-focused.

Question 78

Process reengineering is one of the easiest ways to develop service-oriented internal processes.

Question 79

What is a hair salon owner looking for when he takes the time to see if a prospective hair stylist is a good listener, has a pleasing personality and likes to work with people?

Question 80

Even though it is not a part of the monthly spraying, Crimmins Pest Control employees are allowed to spray fire ant mounds when the customer requests it without asking management. What human resources management strategy does this exemplify?