Deck 13: Customers Roles in Service Delivery

Question 1

When Roberta gets her hair cut, she carefully explains to the hair stylist how she expects it to look once the haircut is finished. Roberta is playing the role of a:

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Answer 1

D

Question 2

Patients sitting in dental chairs are part of the _____ element of the services marketing mix.

A) People
B) Product
C) Place
D) Promotion
E) Physical evidence

Answer 2

A

Question 3

On the military base where Micah is stationed, there is a large, well-stocked garage where he can take his car to do necessary maintenance. The garage charges modest space and tool rental fees. Micah really enjoys tinkering with the engine, but he's not very knowledgeable. That's why he's glad that there is a trained mechanic on duty at the garage. The mechanic will answer Micah's questions and check his work to make sure that he has done nothing to damage his car's engine. Micah was especially proud of himself when he replaced his carburetor recently. Which of the following service delivery roles is Micah, the customer, performing?

A) A customer mix manager and recruiter
B) A competitor and productive resource
C) A productive resource and contributor to quality and satisfaction
D) A contributor to quality and satisfaction and competitor
E) A recruiter and competitor

Answer 3

D

Question 4

To save resources, hotels are asking guests to hang up their towels and reuse them if they are staying multiple nights. A guest who hangs up his towels is playing the role of a:

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 5

By participating in the service delivery process, customers create _____ for themselves.

A) Value
B) Needs
C) Economic order
D) Loyalty
E) Economies of scale

Question 6

Bob and Tiffany have been busy this week seeing all kinds of service providers. In which of the following service situations would Bob and Tiffany have had the lowest level of participation?

A) A visit to McDonald's for breakfast
B) A session with their marriage counselor
C) The hauling of a grand piano from their home in Nashville to their parents' home in Brentwood in a truck they rented for that purpose
D) Tiffany's annual physical examination
E) Bob's weekly visit with his personal trainer

Question 7

Customers who enjoy participating in the service delivery process are performing which of the following service delivery roles?

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 8

When a customer does not understand his or her role in the service delivery process, he or she is contributing to provider:

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

Question 9

For which of the following services does successful service delivery depend on consumers having a moderate level of participation by providing information, effort or physical possessions?

A) A weight-reduction program
B) Airline travel
C) Pest control
D) A haircut
E) Marriage counseling

Question 10

Customers are viewed as _____ when they produce a service for themselves.

A) Customer mix managers
B) Competitors
C) Productive resources
D) Contributors to quality and satisfaction
E) Recruiters

Question 11

Lois Kay is an experienced baker. She has decided to bake and decorate her daughter's wedding cake instead of ordering one at the bakery. What service delivery role is Kay performing?

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 12

Hyatt Hotels has installed automated check-in machines at hotels in Atlanta and Chicago. To check in and get a room key, guests insert a credit card into the machine. A guest using Hyatt Hotel's automated check-in machine is playing the role of a:

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 13

Provider gap 3 would be created when:

A) A fast-food restaurant uses a frequency marketing program
B) An advertisement that promises a full-body massage for $5
C) Employees refund customer's money if they complain about the service they received
D) A patient receiving an x-ray neglects to tell the technician she was pregnant
E) Any of the above occurred

Question 14

A consumer who complains that the stain was not removed from her suit jacket is performing which of the following service delivery roles?

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 15

After Japonica and DeShawn returned home from a vacation in California, Japonica noticed that her new luggage had a five-inch tear in it. Rather than assume that the damaged luggage was a cost of flying and there was nothing to be done about it, she called the airline's customer service center. The person answering the phone at the center mailed her the instructions for getting her suitcase repaired at the airline's expense. Japonica and DeShawn were pleased with the repair when the suitcase was shipped home about a month later. In this scenario, Japonica and DeShawn played the role of:

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 16

Amber and Joyce are both new mothers who are concerned about child-proofing their homes to keep their toddlers safe. Amber went on the Internet and found a Web site that told her exactly what she should do to make her house safe. Joyce called Baby Safe, an agency that will send an expert in childcare to her home to conduct an individualized survey of the home and advise on dangerous situations. Which of the service delivery roles did Amber perform?

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 17

Continental Airlines has installed automated ticket machines in its major airport terminals that enable passengers to purchase tickets, obtain boarding passes and get seat assignments by inserting a credit card into the machine. A passenger using a Continental Airlines' automated ticket machine is playing the role of a:

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 18

Instead of having a hair stylist color her hair, Chandris prefers to dye her own hair. Which of the following roles is Chandris performing?

A) Customer mix manager
B) Competitor
C) Productive resource
D) Contributor to quality and satisfaction
E) Recruiter

Question 19

In which of the following service situations would customers have the highest level of participation?

A) Eating at a local barbecue restaurant
B) Surgery to remove the gall bladder
C) Staying at a Marriott resort hotel
D) Traveling on an American airplane
E) Attending a symphonic orchestra concert

Question 20

Roger Simpson is an event planner who specializes in planning family reunions. He typically works with one or two members of the family who provide him with all the family-related information. If a family reunion planner refuses to provide Simpson information about Uncle George and his descendents because he did not like Uncle George, that family member will have contributed to the widening of provider _____ by preventing Simpson from doing his job to the best of his ability.

A) Gap 1
B) Gap 2
C) Gap 3
D) Gap 4
E) Gap 5

Question 21

A sign at the entrance to the children's hospital contained the hospital's mission statement and explained its vision. This sign provided patients and their families with _____ orientation.

A) Place
B) Cultural
C) Promotable
D) Physical evidence
E) Function

Question 22

The overall goal of a customer participation strategy is to:

A) Determine optimal production levels
B) Increase customer satisfaction and productivity
C) Eliminate uncertainty due to customer actions
D) Maximize word-of-mouth advertising
E) Act socially responsible

Question 23

Private schools that have mentoring programs for new minority students are encouraging experienced students to perform which of the following customer jobs?

A) Helping himself or herself
B) Positioning the company
C) Promoting the company
D) Recruiting customers
E) Helping others

Question 24

Which of the following companies has had the greatest success with SSTs?
A. Old Navy stores
B. Domino's pizza
C. Ford Motor Company
D. HYPERLINK "http://www.ebay.com/" EBay.com
E. A landscaping company

Question 25

Which of the following is an example of an SST?

A) A haircut
B) Mowing your own grass
C) An x-ray
D) A car repair
E) An electronic hotel checkout

Question 26

Discover Card has an automated inquiry system that enables card members to obtain their current balance, available credit and payment information via telephone without speaking to an account representative. By increasing customer participation in the service process with its automated inquiry system, Discover Card is:

A) Recruiting customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Question 27

Chatham Landing, an apartment complex in Orlando, Florida, offers tenants $200 off one month's rent for each new tenant referral. By rewarding tenants for making a tenant referral, Chatham Landing is encouraging tenants to perform which of the following customer jobs?

A) Helping oneself
B) Positioning the company
C) Promoting the company
D) Recruiting customers
E) Helping others

Question 28

On site, customers require two kinds of orientation. They are place orientation and:

A) Time orientation
B) Function orientation
C) Social orientation
D) Cultural orientation
E) Promotable orientation

Question 29

Lois Kay is an experienced baker. She has decided to bake and decorate her daughter's wedding cake instead of ordering one at the bakery. Her decision to bake her daughter's cake herself was based on this knowledge and the joy of seeing her daughter's face as she first looks at the wedding cake made by her mother. Kay's decision to produce the service herself was primarily guided by:

A) Expertise capacity and psychic rewards
B) Economic rewards and trust
C) Control and empathy
D) Resource capacity and economic rewards
E) Economic rewards and psychic rewards

Question 30

An airport with large, easily read signage and well-designed foot traffic patterns that allow travelers to perform their roles with ease is providing travelers with _____ orientation.

A) Place
B) Cultural
C) Promotable
D) Physical evidence
E) Function

Question 31

Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon all of the following EXCEPT:

A) Psychic rewards
B) Trust
C) Empathy
D) Resource capacity
E) Control

Question 32

When Alicia went to talk to a cleaning service about having the carpets in her apartment shampooed, she was told that if she would rent the service's equipment and do it herself, it would cost her 50 percent less and be done much sooner because the service's personnel were booked solid for the next two weeks. The cleaning service is:

A) Rewarding customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Question 33

A consumer's decision to produce a service for himself or herself or contract externally for the service depends on a variety of factors. Which of the following is an example of a psychic reward a homeowner might receive if he decides to landscape his own yard instead of hiring a landscape design expert?

A) Control over the landscaping process and the final results
B) Feelings of pride and pleasure as he looks at the final results
C) A high degree of confidence and trust in his own ability to landscape
D) The skills and knowledge of a landscape artist
E) Less expensive process than a professional landscaper would offer

Question 34

When Tim got in line to pay for his groceries, he picked the line in which he was required to scan the prices of his groceries and bag them himself. He was pleased with the use of ____ because it would allow him to get his eggs home unbroken without some store bagger dropping a melon on top of them.

A) A promotable differentiator
B) An ergonomic layout
C) SSTs
D) ISPs
E) Robotics

Question 35

After having a positive service experience at Lens Crafters when she had her eyes examined and purchased new contact lenses, Diane recommended Lens Crafters to two of her friends who were planning to get new eyeglasses. Diane is performing which of the following customer jobs?

A) Helping himself or herself
B) Positioning the company
C) Promoting the company
D) Recruiting customers
E) Helping others

Question 36

_____ are services produced entirely by the customer without any direct involvement or interaction with the firm's employees.

A) Actor-oriented services
B) Drama monologues
C) Self-service technologies
D) Frequency marketing programs
E) Competitive differentiators

Question 37

Hyatt Hotels has installed automated check-in machines at hotels in Atlanta and Chicago. To check in and get a room key, guests insert a credit card into the machine. Hyatt is experimenting with the use of:

A) Self-service technologies
B) Functional symbols
C) Robotics
D) Compatibility management
E) Output dimensions

Question 38

Ravela does not want to use the self-checkout lane at the supermarket because it "just seems too complicated". What factor primarily has determined her reluctance to try the new self-service technology?

A) Customer readiness
B) Capability management
C) Emotional resources
D) The empowerment of technology
E) Personal autonomy

Question 39

Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon a non-economic factor that is referred to as:

A) Intuitive bonuses
B) Extraordinary incentives
C) Incentives for amelioration
D) Psychic rewards
E) Altruism

Question 40

Which of the following is NOT a strategy for enhancing customer participation in the service process?

A) Recruit customers
B) Position customers
C) Manage the customer mix
D) Define customers' roles
E) Educate customers

Question 41

The process of managing multiple customer segments is called _____ management.

A) Relationship
B) Compatibility
C) Demand mix
D) Position
E) Targeted

Question 42

Compatibility management:

A) Is unrelated to the implementation of customer participation strategies
B) Does not coalesce well with the drama metaphor used to describe services
C) Is a process for managing the customer mix
D) Is only of value in internal marketing
E) Creates a homogeneous employee pool

Question 43

Drugstores, airports, supermarkets and service stations are all using SSTs.

Question 44

Landis was pleasantly surprised to find a "No Smoking" sign at his favorite pub. He had to limit his visits because he is allergic to cigarette smoke. Now he can visit as often and for as long as he likes. Landis was afraid the sign might hurt the pub's business, but he was pleased to discover how many of the pub's regulars felt the same way he did. The "No Smoking" sign served to:

A) Enhance customer compatibility
B) Decrease customer participation
C) Turn the customers of the pub into productive resources
D) Allow the customer to co-create the service
E) Maintain the drama metaphor

Question 45

Moderate customer participation is required with marriage counseling.

Question 46

Compatibility management is LEAST important in which of the following services?

A) Airplane flights
B) Movie theater
C) College basketball game
D) Theme park
E) Long distance telephone service

Question 47

When Brendan changes the oil in his truck, he is acting as a service competitor to the maintenance department at a car dealership.

Question 48

Even though some service providers would like to reduce customer participation in the service delivery, it cannot be done.

Question 49

The Detroit Tigers, a professional baseball team, prohibits the sale and consumption of alcohol in the "Family Section" of Tiger Stadium. The Detroit Tigers are:

A) Rewarding customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Question 50

In which of the following situations will compatibility management be of little or no importance?

A) The service environment attracts a homogeneous customer mix
B) Customers are in close proximity to each other
C) The core service is compatibility
D) Customers must wait for the service
E) Customers engage in numerous and varied activities

Question 51

Restaurants with salad bars view customers as productive resources.

Question 52

Each year representatives of college activities boards throughout the U.S. gather at regional National Association of College Activities (NACA) conventions to listen, talk to and hire acts for the upcoming school year. Auburn Moon from Philadelphia is one of the agencies that attends the NACA conventions. The owner of this agency prepares a CD that contains two or three songs by each of the acts she represents and gives them out to students at the conventions. Students can listen to the CDs at their leisure and share the music with other decision makers on campus. With the CDs, Auburn Moon is _____ about its entertainers and their abilities.

A) Motivating its customers
B) Positioning its customers
C) Managing the customer mix
D) Defining its customers' jobs
E) Educating its customers

Question 53

A service station that offers customers lower gasoline prices at a self-service pump compared to the prices at a full-service pump is:

A) Rewarding customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Question 54

In order to increase efficiency, business-to-business service providers have eliminated customer participation in service delivery.

Question 55

Customers do not contribute to quality service delivery when they ask questions.

Question 56

Nude bathing is the norm at the Tagoona lakefront beach. By prohibiting the wearing of clothes on weekdays, the Tagoona lakefront beach is:

A) Rewarding customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Question 57

The first step in enhancing customer participation in service delivery is to manage the customer mix, beginning with an assessment of the compatibility of segments.

Question 58

Compatibility management is most important in which of the following services?

A) An Internet service provider
B) A home correspondence course
C) A do-it-yourself house cleaning
D) Mental health support group
E) Long distance telephone service

Question 59

Customer input can affect the service organization's productivity through both the quality of what they contribute and the resulting quality and quantity of output generated.

Question 60

Whether a customer assumes the role of competitor is unaffected by trust, control, external factors and psychic rewards.

Question 61

Customers who understand the service system or the process of delivery will typically slow down the service process and negatively affect their own as well as other customers' outcome.

Question 62

The process of managing multiple and sometimes conflicting market segments is known as yield management.

Question 63

For a tax audit, Shameika brought all of her tax records for the last three years to her CPA's office. There the CPA, with Shameika's help, tried to reconstruct what had happened during that time period. What kind of consumer presence is required here?

Question 64

Discover Card has an automated inquiry system that enables card members to obtain their current balance, available credit and payment information via telephone without speaking to an account representative. What term should be used to describe this inquiry system?

Question 65

Virginia wanted to skydive from an airplane for her birthday. She paid $125 to attend a 30-minute ground school the process and her role in the jump. She was then taken up in an airplane, where she was strapped to a skydiving instructor and they did a tandem dive. She enjoyed the view and the instructor pulled the cord to open the parachute. Which customer roles did Virginia play in this service encounter?

Question 66

What kind of consumer presence is required during physical therapy after hip replacement surgery?

Question 67

Lorenzo attended his first antique auction last night. After examining the merchandise, he noticed several signs posted around the building. "All sales are final". "All merchandise sold on an 'as-is' basis". "We are not responsible for any merchandise left overnight". In terms of customer participation, what was the purpose of those signs?

Question 68

On-site, the customer requires functional and chronological orientation.

Question 69

A plastic surgeon who wants his patients to watch a video on rhinoplasty before they have a "nose job" is trying to educate his patients so they can have a higher level of participation in the process.

Question 70

Michael Anthony performs on college campuses as a hypnotist. He typically invites members of the audience up on stage to be hypnotized while the rest of the audience watches. What is wrong with the following statement: "Watching Michael Anthony entertain requires the same amount of audience participation as attending a symphony concert."?

Question 71

What are the overall goals of a customer participation strategy?

Question 72

What kind of consumer presence is required when Josefina has the oil changed in her 2001 Ford Taurus?

Question 73

In many instances, "other customers" are present in the service environment and can affect the nature of the service outcome or process. List and discuss four ways that "other customers" can adversely affect the service delivery at a steak restaurant.

Question 74

New Bedford College requires all students who live in its dormitories to buy a meal ticket. The meal ticket is to be used in the cafeteria for all breakfasts, dinners and five lunches every week for each week the college is in session. Students do not like to go to the cafeteria. They think it is unfriendly and institutional. All who can afford it eat off-campus unless the weather is bad. On bad-weather days, the cafeteria is busy with students, faculty and staff. By the end of the day, it is also very messy because the cafeteria patrons do not clean up after themselves. Spilled food is on the floor and the tables. The cafeteria supervisor thinks that if the cafeteria patrons could be made to perform their role in service delivery that everyone would benefit. Suggest some possible strategies to enhance patron participation.

Question 75

List the three major roles played by customers in service delivery.

Question 76

Individual differences exist in customers' desire to participate in the service process.

Question 77

Lorenzo attended his first antique auction last night. When he asked about bidding, he was told to get a bidder's number and that no bid would be accepted unless it was made by raising the card with the number on it. What kind of on-site orientation was Lorenzo being given?

Question 78

Lorenzo attended his first antique auction last night. He did not enjoy the experience because a number of the attendees smoked and Lorenzo does not smoke. Also a number of people did not seem serious about buying. It appeared to Lorenzo that some attendees were there simply to visit with their friends. Lorenzo was there to buy and he often had trouble hearing the auctioneer because of the talking. In terms of customer participation, what is the term used to describe Lorenzo's interaction with the other attendees?

Question 79

In developing strategies for addressing customer involvement in service delivery, what does the organization do first?

Question 80

How can customers contribute to quality service delivery?