Deck 12: Customers Roles in Service

Question 1

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

Answer 1

D

Question 2

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

Answer 2

B

Question 3

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

Answer 3

C

Question 4

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) A symphony concert
D) A haircut
E) Marriage counseling

Question 5

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

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

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

Question 8

Hyatt Hotels has installed automated check-in machines at some of its hotels.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 9

After Janine returned home from a vacation in California,she noticed that her new luggage had a five-inch tear in it.Rather than assuming 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.Janine was pleased with the repair when the suitcase was shipped home about a month later.In this scenario,Janine played the role of:

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

Question 10

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 11

On the military base where Micah is stationed,there is a large,well-stocked garage where he can take his vintage 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

Question 12

Caribbean 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 Caribbean 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 13

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

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

Question 14

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 15

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 16

Joyce and Amber are both new mothers who are concerned about child-proofing their homes to keep their babies 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.Amber went on the Internet and found a Web site that told her exactly what she should do to make her house safe.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

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 descendants 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 18

Provider gap 3 would be created when:

A) A fast-food restaurant uses a frequency marketing program
B) An advertisement promises a full-body massage for $5
C) Employees refund customer's money if they complain about the service they received
D) A CPA's tax client neglected to provide her with any receipts or information about deductible expenses
E) Any of the above occurred

Question 19

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

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

Question 20

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

A) Eating at a local barbecue restaurant
B) Taking self-defense classes
C) Staying at a Marriott resort hotel
D) Traveling on an American airplane
E) Attending a symphonic orchestra concert

Question 21

When Tony 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 his use of a(n)_______ because he could take extra care in getting his eggs home unbroken without the risk of a store bagger dropping a melon on top of them.

A) Promotable differentiator
B) Ergonomic layout
C) SST
D) ISP
E) Robot

Question 22

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 23

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 24

Defined as a combination of personal motivation,ability and role clarity,________ is a major factor in determining whether customers will try a new self-service option.

A) Customer reliability
B) Service competence
C) Customer attitude
D) Customer readiness
E) Service inclination

Question 25

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 26

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 27

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 28

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 29

Rhonda 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 30

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 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 31

Which of the following is a strategy for enhancing customer participation in the service process?

A) Increase emotional labor
B) Recruit,educate and reward customers
C) Measure internal service quality
D) Conduct lost customer research
E) Allow customers to define their own roles

Question 32

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.With its automated inquiry system,Discover Card is enhancing customer participation in the service process by:

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

Question 33

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 34

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 35

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

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

Question 36

Hyatt Hotels has installed automated check-in machines at some of its hotels.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 37

_____ 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 38

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 wedding 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 39

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 40

The Chatham Landing apartment complex 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 41

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

Question 42

Whether a customer assumes the role of competitor is unaffected by trust,control or time.

Question 43

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 44

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 45

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 46

The process of managing multiple and sometimes conflicting customer segments is known as _____ management.

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

Question 47

An airline that offers price discounts and "Internet Specials" for passengers who order tickets online is:

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

Question 48

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

Question 51

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 52

Restaurants with salad bars view customers as productive resources.

Question 53

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 54

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 55

Moderate customer participation is required with marriage counseling.

Question 56

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

Question 57

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

Question 58

Each year representatives of college activities boards throughout the United States gather at regional National Association of College Activities (NACA)conventions to listen,talk to and hire acts for the upcoming school year.Auburn Moon,a talent agency from Philadelphia,is one of the vendors at the NACA conventions.The owner of this agency offers attendees at the conventions a free download of two or three songs by each of the acts she represents.Students can listen to the songs at their leisure and share the music with other decision makers on campus.With the free downloads,Auburn Moon is _____ about its entertainers.

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

Question 59

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

Question 60

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 61

Rewarding customers has no effect on their likelihood of performing their roles effectively.

Question 62

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

Question 63

On site,the customer requires functional and chronological orientation.

Question 64

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 65

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