Deck 11: Employees Roles in Service

Question 1

In the service marketing triangle,______ marketing refers to enabling the service promise.

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

Answer 1

A

Question 2

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly by 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

Answer 2

D

Question 3

According to the service 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

Answer 3

D

Question 4

Progressive Insurance examined 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 United States 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 5

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly by Singapore Airlines.One frequent flyer between the United States and Japan noted its cabin crew gives the impression that it is truly their pleasure to serve the passengers.In short,they make flying with Singapore Airlines very satisfying.In terms of the service marketing triangle,the cabin crew engages in _____ marketing.

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

Question 6

In the service 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 7

In the service 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 8

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

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

Question 9

According to the service 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 10

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 11

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly by Singapore Airlines.One frequent flyer between the United States and Japan noted its cabin crew gives the impression that it is truly their pleasure to serve the passengers.In short,they make flying with Singapore Airlines very satisfying.For this passenger,what role is 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 12

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 service marketing triangle,Cadet's training program is a form of _____ marketing.

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

Question 13

_________ 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 14

Mama C's Pizza 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.Mama C's guidelines for order takers' telephone answering behavior will influence which of the following service quality dimensions for Mama C's?

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

Question 15

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

Question 16

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 service marketing triangle,the actions by the account representative are a form of _____ marketing.

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

Question 17

Flying across the Pacific Ocean is an eight-hour trip that could be dreadful if you did not fly by Singapore Airlines.One frequent flyer between the United States and Japan noted the Singapore cabin crew gives the impression that it is truly their pleasure to serve the passengers.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 18

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 service marketing triangle,this sign is a part of Mildred's _____ marketing.

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

Question 19

According to the service profit chain:

A) There is an underlying logic connecting 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 20

Progressive Insurance examined 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

Question 21

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 22

At Pronto,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,Pronto 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 23

All of the following are service inclination skills EXCEPT:

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

Question 24

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 25

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 26

While being trained at Disney University in Orlando,Florida,Disney 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 of Disney employees to always maintain composure.

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

Question 27

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 28

Universal Credit Card Services (UCCS)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,UCCS 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 29

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:

A) Service competency
B) Empathy
C) Assurance
D) Service inclination
E) Service responsibility

Question 30

____________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 31

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 32

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

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

Question 33

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 34

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 35

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 36

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 37

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 38

A potential service employee should be assessed not only for service competencies,but also for ___________.

A) Service fortitude
B) Empathy
C) Assurance
D) Service inclination
E) Service responsibility

Question 39

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

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

Question 40

During Benford 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:

A) Service competency
B) Competitive tendency
C) Service inclination
D) Service responsibility
E) Service detractor

Question 41

At Harrah's Casinos and Hotels,a portion of employee compensation is linked to customer satisfaction scores,so employees have an investment in achieving excellent service levels.Employees also have a vested interest in the performance of the entire team in serving customers exceptionally well.Outstanding employees are recognized with special Chairman's Awards,and their names are published in Harrah's annual report.Harrah's 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 42

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 43

The reliability dimension of service quality - delivering the service as promised - is often totally within the control of frontline employees.

Question 44

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 45

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 46

At Universal Credit Card Services' (UCCS)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,UCCS 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 47

Which of the following is a strategy for ensuring that internal support systems are customer oriented?

A) Measure internal service quality
B) Be the preferred employer
C) Include employees in the company vision
D) Empower employees
E) Eliminate all conflict

Question 48

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 49

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

Question 50

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

Question 51

Boundary spanners provide a link between internal departments of an organization.

Question 52

Firms can train employees to develop technical skills by teaching them to engage in pleasant conversation,ask questions or use humor as they interact with customers.

Question 53

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 54

When an on-duty lifeguard must interact with people in a pleasant and professional manner and go repeatedly into the pool even though he has severe sunburn,the lifeguard is performing empathetic labor.

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

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

Question 57

Harrah's Entertainment,a casino hotel company,has a company incentive program weighted toward team results.A relatively small percentage of compensation is based on individual goals.Everyone in the organization is rewarded based on customer service scores.Harrah's Entertainment 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 58

Benford Bank recently opened a school with kindergarten through fifth grade classes run by the county school system and a child-care center at its headquarters office park.By providing "work-and-family" benefits designed to help employees balance the stresses of a demanding job and family life,Benford 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 59

All of the following are potential benefits of empowering frontline service workers EXCEPT:

A) Quicker responses to customer needs during service delivery
B) Employees feel better about their jobs
C) Employees may "give away the store"
D) Employees will interact with customers with more warmth and enthusiasm
E) Quicker responses to dissatisfied customers during service recovery

Question 60

Many service organizations have discovered that,to be truly responsive to customer needs,frontline employees need to be ___________ to accommodate customer requests and to recover on the spot when things go wrong.

A) Empowered
B) Socialized
C) Tutored
D) Lectured
E) Promoted

Question 61

One way of promoting teamwork is to encourage the attitude that "everyone has a customer."

Question 62

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

Question 63

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 64

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

Question 65

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