Deck 10: People As Strategy: Managing Service Customers

Question 1

_______ is our participation in the production process, which needs to be managed by a service firm.

A) Consumer performance
B) Marketing performance
C) Service performance
D) Operational performance
E) None of the above

Answer 1

A

Question 2

What is novice and expert performance?

A) individual's participation in the production process
B) spectrum of performance ability
C) how to be part of the production process
D) how not to be part of the production process
E) all of the above

Answer 2

E

Question 3

What is the operations management concept of ensuring that the core of the production process is able to run as efficiently as possible?

A) Low contact system
B) Decouping manufacturing
C) Buffering the technical core
D) High contact system
E) None of the above

Answer 3

C

Question 4

In a high contact system, management depends:

A) Market performance
B) Employee performance - small part
C) Employee performance - integral part
D) Consumer performance - integral part
E) Consumer performance - small part

Question 5

A side benefit of expert consumers is:

A) Recognize good service
B) Praise employees
C) Understand the complexity of the system
D) Tolerant more failure
E) All of the above

Question 6

An airline trip has been completely revolutionized by the productivity gains from:

A) information technology
B) consumer performance
C) consumer satisfaction
D) expert consumers
E) none of the above

Question 7

How can a service firm meet expectations for an expert consumer performer?

A) Provide them an expected script
B) Through attribution
C) Give them control
D) Provide self-service
E) Audit the expert consumer

Question 8

Applying the performance logic would suggest how many key tasks for management?

A) 4
B) 5
C) 6
D) 7
E) 8

Question 9

Which of the following is NOT a key task for management when applying the performance logic?

A) Audit your consumer performance expertise
B) Increase the share of consumers who are expert performers
C) Use service provider strategies on your consumers
D) Managing the customer and service mix
E) Ignoring novices and experts

Question 10

What is an approach for service firms trying to increase the share of consumers who are expert performers?

A) Manage customer and service mix
B) Auditing consumer performance
C) Help consumers become experts
D) Self service technology
E) All of the above

Question 11

Which of the following gives the right clues about a service business where consumers pick the best fit for their needs?

A) Self selection
B) Expert consumer
C) Novice consumer
D) Expected script
E) Self satisfaction

Question 12

Starting from a _________ perspective, consumers have been viewed as partial employees.

A) Operations
B) Manufacturing
C) Marketing
D) Human resource
E) Finance

Question 13

_________ has been related to positive outcomes for the firm, including customer satisfaction, motivation and perceived quality.

A) Consumer socialization
B) Compatibility management
C) Market-focused management
D) Industrial management
E) Consumer performance

Question 14

Which of the following "principles of waiting"is stated correctly?

A) group waits are longer than solo waits
B) explained waits are longer than unexplained waits
C) finite waits are longer than uncertain waits
D) in-process waits are longer than preprocess waits
E) all of the above statements are incorrect

Question 15

_______ waits serve the function of occupying customers' time and reduces the perceived wait.

A) Solo
B) Group
C) Friends
D) Anxiety
E) customer