Deck 8: Service Processes

Question 1

Marketing is responsible for both the "service promise" and "fulfillment of service promise" elements of Services.

Answer 1

False

Question 2

The term "encounter" is defined as meeting in conflict or battle and is used to also designate meetings between consumers and service systems.

Answer 2

True

Question 3

The service-system design matrix identifies five alternative forms of service encounters.

Answer 3

False

Question 4

The service-system design matrix identifies six forms of service encounters.

Question 5

Poka-Yoke is roughly translated from Japanese as "Quality Management".

Question 6

The "service blueprint" is a classification of services.

Question 7

A service system with a high degree of customer contact is less difficult to control than a low degree of customer contact service system.

Question 8

When recovering from a defective service encounter,poor treatment from a server calls for an apology.

Question 9

Services often take the form of cycles of encounters involving face-to-face interactions.

Question 10

When recovering from a defective service encounter a botched task calls for material compensation.

Question 11

The customer is (or should be)the second most important focal point of all decisions in a service organization.

Question 12

Effective management of services requires a clear focus on understanding operations,so much so,that it may even require the exclusion of consideration of marketing or personnel.

Question 13

It is difficult to separate the operations management functions from marketing in services.

Question 14

Poka-Yokes are procedures that block the inevitable mistake from becoming a service defect.

Question 15

11 When recovering from a defective service encounter a poor treatment from a server calls for material compensation.

Question 16

When recovering from a defective service encounter a botched task calls for an apology.

Question 17

A service business is an organization whose primary business requires interaction with customers to produce the service.

Question 18

Because little or no inventory is carried in a service operation,it is easy to separate the operations management functions from marketing in services.

Question 19

Most services contain a mix of tangible and intangible attributes known as the service package which is the major output of the development process.

Question 20

Poka-Yoke is roughly translated from Japanese as "Avoid Mistakes".

Question 21

The "back end" of the service encounter is more important than the "front end" because the "back end" is where most service providers are paid.

Question 22

Which of the following is a generalization that can be used to guide in the design of service systems?

A)Services can not be inventoried
B)Services are all similar
C)Quality work means quality service
D)Services businesses are inherently entrepreneurial
E)Even service businesses have internal services

Question 23

Which of the following is a major factor that distinguishes service design and development from manufacturing design and development?

A)The service process and service product can be developed independently
B)The service package has the same legal protection available to manufactured goods
C)The service package is the major output of the development process
D)Manufacturing is far more capital intensive than services
E)Capacity decisions are much more critical in manufacturing operations

Question 24

Customer contact refers to creation of the service.

Question 25

One characteristic of a well-designed service system is that it is cost-effective.

Question 26

In the service-system design matrix,a face-to-face total customization service encounter is expected to have which of the following?

A)Low sales opportunity
B)Low production efficiency
C)High production efficiency
D)Low degree of customer/server contact
E)None of the above

Question 27

Choosing the target market in a service business is the decision of the front-line service provider.

Question 28

"Combine the pain" is an application of behavioral science to service encounters.It means that,when something is going wrong for a group of customers it is better to totally enrage one or a very few customers rather than slightly annoying a large number of customers.

Question 29

It is not necessary that a well-designed service system be robust.

Question 30

The work process involved in providing the service must involve the physical presence of the customer in the system.

Question 31

Which of the following is not part of the service strategy's operating focus (set of performance priorities)that help the service organization compete?

A)Service culture
B)Speed & Convenience
C)Price
D)Unique skills
E)Treatment of customer

Question 32

Which of the following are alternative possible service encounters included in the Service-System Design Matrix?

A)Mail contact
B)Warranty
C)Sales call
D)Field service
E)None of the above

Question 33

Service guarantees can be used at the service design stage to focus the firm's delivery system on the things it must do well to satisfy the customer.

Question 34

Which of the following is an alternative possible service encounter included in the service-system design matrix?

A)Face-to-face distance
B)Internet
C)Questionnaire response
D)Automated teller (ATM)
E)Response card encounter

Question 35

Service strategy begins by integrating operations and strategy.

Question 36

A characteristic of a well designed service system is that it manages the evidence of service quality in such a way that customers are aware of the value of the service provided.

Question 37

Which of the following refers to the physical presence of the customer in a service system?

A)Creation of the service
B)Customer contact
C)Intermittent production
D)Continuous production
E)None of the above

Question 38

Which of the following is not part of "the service triangle"?

A)Employees
B)Support systems
C)Customers
D)Service strategy
E)Service encounter

Question 39

An important aspect of service products is that they can not be inventoried.

Question 40

Which of the following is not a major factor distinguishing service design and development from manufacturing design and development?

A)The process and product must be developed at the same time
B)Many service organizations can change their service offerings virtually overnight
C)Many parts of the service package are often defined by the training that individuals receive before they become part of the service organization
D)The service package,rather than a definable good is the output of the development process
E)Service operations can be protected by patents,manufacturing operations can not

Question 41

Which of the following is one of the three contrasting approaches to delivering on-site service?

A)Airline approach
B)Self-service approach
C)Fast food approach
D)Do-it-yourself approach
E)Internet approach

Question 42

There are many applications of poka-yokes in service organizations.Which of the following is one of the three-T's used to classify poka-yokes?

A)Talent
B)Teamwork
C)Trust
D)Treatment
E)Time

Question 43

Which of the following is not a strategic use of the service-system design matrix?

A)Enabling systematic integration of operations and marketing strategy
B)Design of the service package
C)Comparing how other firms deliver specific services
D)Indicating evolutionary or life cycle changes that might be in order as the firm grows
E)Clarifying exactly which combination of service delivery the firm is in fact providing

Question 44

Describe the role of service guarantees from the marketing and the operations perspective?

Question 45

Which company pioneered the production line approach to delivering on-site service?

A)Ritz-Carlton Hotel Company
B)McDonald's Corporation
C)Prudential Insurance Company
D)Southwest Airlines
E)Citibank

Question 46

Which of the following is not a characteristic of a well-designed service system?

A)Robust
B)Cost-effective
C)Puts customers in charge
D)User-friendly
E)Effectively links "front office" with "back office"

Question 47

Contrast the "Personal Attention Approach" to service to the "Assembly-Line Approach".In your opinion,which is superior? Why?

Question 48

Which of the following is considered a high-contact service operation?

A)On-line brokerage house
B)Internet sales for a department store
C)Physician practice
D)Telephone life insurance sales and service
E)Automobile repair

Question 49

In the service-system design matrix,what kind of production efficiency is expected from a service encounter designed to be "face-to-face loose specs"?

Question 50

In the service-system design matrix,a face-to-face loose specs service encounter is expected to have which of the following?

A)Low sales opportunity
B)Low production efficiency
C)High production efficiency
D)Low degree of customer/server contact
E)None of the above

Question 51

In the service-system design matrix,an internet and on-site technology service encounter is expected to have which of the following?

A)High sales opportunity
B)High degree of customer/server contact
C)Low production efficiency
D)High production efficiency
E)None of the above

Question 52

In the service-system design matrix,a mail contact service encounter is expected to have which of the following?

A)High sales opportunity
B)High degree of customer/server contact
C)High production efficiency
D)Low sales opportunity
E)None of the above

Question 53

Which of the following approaches to service design is characterized by having the customer take a greater role in the production of the service?

A)Production line approach
B)Personal attention approach
C)Quality approach
D)Do-it-yourself approach
E)Self-service approach

Question 54

How does the degree of customer contact relate to the kinds of skills needed by service workers and the degree of training they require?

Question 55

What is the designation of the approach to service design characterized by having the customer take a greater role in the production of the service?

Question 56

Which of the following is a characteristic of a well-designed service system?

A)Provides a unconditional service guarantee
B)Each element of service system consistent with the operating focus of the firm
C)The front end of the service encounter is equal to the back end
D)It segments the pleasure for the customer
E)It lets the customer control the process

Question 57

Which of the following is one of the three contrasting approaches to delivering on-site service?

A)Quality approach
B)Stock market approach
C)Production line approach
D)Retail approach
E)Professional approach

Question 58

Which of the following is not an element of a good service guarantee?

A)Unconditional (no small print)
B)The customer controls the process
C)Easy to understand
D)Easy to communicate
E)Meaningful to the customer

Question 59

There are many applications of poka-yokes in service organizations.Which of the following is one of the three-T's used to classify poka-yokes?

A)Task
B)Time
C)Teamwork
D)Trust
E)Talent