Deck 5: The Voice of the Customer

Question 1

The ________ process involves the transformation of a negative situation into one in which the complainant is restored to the state existing prior to the occurrence of a problem.

A) complaint-reaction
B) complaint-restoration
C) complaint-resolution
D) complaint-response
E) complaint-reversal

Answer 1

C

Question 2

The SERVQUAL instrument was developed by ________.

A) Juran, Deming, and Shewhart
B) Ishikawa and Taguchi
C) Hammer and Champy
D) Parasuraman, Zeithamel, and Berry
E) Feigenbaum, Crosby, and Peters

Answer 2

D

Question 3

Which of the following determinants of service quality concerns the willingness or readiness of employees to provide service?

A) reliability
B) responsiveness
C) competence
D) credibility
E) courtesy

Answer 3

B

Question 4

________ customers are the bill-paying receivers of a company's work.

A) External
B) Internal
C) Primary
D) Secondary
E) Capital

Question 5

The acronym CRM stands for ________.

A) Customer Reaction Management
B) Customer Resource Management
C) Customer Response Management
D) Customer Risk Management
E) Customer Relationship Management

Question 6

The second component of a complaint-resolution process is ________.

A) contrition
B) correction
C) compensation
D) communication
E) correlation

Question 7

Which of the following is not a design aspect to customer-relationship management?

A) corrective action
B) guarantees
C) feedback
D) cost
E) complaint resolution

Question 8

The ________ model shows that a firm's quality performance is increasing while customer's expectations are also increasing.

A) restructured customer-driven quality
B) relative customer-driven quality
C) redesigned customer-driven quality
D) receptive customer-driven quality
E) reactive customer-driven quality

Question 9

________ customers are employees receiving goods or services from within the same firm.

A) Primary
B) Capital
C) External
D) Secondary
E) Internal

Question 10

________ are also known as end users.

A) External
B) Internal
C) Capital
D) Primary
E) Secondary

Question 11

The gap refers to the differences between ________.

A) corrective action and preventive action
B) service quality and product quality
C) empowered employees and employees managed by a hierarchy
D) accurate quality projections and inaccurate quality projections
E) desired levels of performance and actual levels of performance

Question 12

The process associated with resolving complaints is called the ________ process.

A) complaint-reversal
B) complaint-restoration
C) complaint-reaction
D) complaint-recovery
E) complaint-response

Question 13

Which of the following determinants of service quality means possession of the required skills and knowledge to perform the service?

A) reliability
B) responsiveness
C) competence
D) access
E) credibility

Question 14

Which of the following determinants of service quality involves approachability and ease of contact?

A) reliability
B) responsiveness
C) competence
D) access
E) courtesy

Question 15

Which of the following is not a component of an effective guarantee?

A) conditional
B) meaningful
C) understandable
D) communicable
E) painless to invoke

Question 16

The ________ customers are the ultimate people the company is trying to satisfy with its work.

A) capital
B) internal
C) primary
D) external
E) secondary

Question 17

The first component of a complaint-resolution process is ________.

A) contrition
B) correction
C) compensation
D) communication
E) correlation

Question 18

Which of the following determinants of service quality involves consistency of performance and dependability?

A) reliability
B) responsiveness
C) competence
D) access
E) credibility

Question 19

The view of the customer that asserts that he or she is a valued asset to be managed is referred to as ________.

A) customer response
B) customer intelligence
C) customer data management
D) reactive customer-driven quality
E) customer-relationship management

Question 20

The acronym RCDQ stands for ________.

A) restructured customer-driven quality
B) relative customer-driven quality
C) redesigned customer-driven quality
D) receptive customer-driven quality
E) reactive customer-driven quality

Question 21

A(n) ________ group allows a supplier to gather feedback from a group of consumers at one time.

A) access
B) focus
C) service
D) ordinal
E) discussion

Question 22

Gathering data through focus groups and surveys is an example of a(n) ________ data gathering.

A) active
B) open
C) rational
D) passive
E) closed

Question 23

________ is a process for developing relationships with few suppliers for long contract terms.

A) Single sourcing
B) Gap analysis
C) Supplier rationalization
D) Segmentation
E) Source loyalty

Question 24

The ________ approach involves obtaining information from customers about the process they use to receive goods and services.

A) focus group
B) vendor managed inventory
C) knowledge management
D) critical-incident
E) customer-relationship management

Question 25

Which of the following determinants of service quality involves politeness, respect, consideration, and friendliness of contact personnel?

A) reliability
B) responsiveness
C) competence
D) credibility
E) courtesy

Question 26

________ results from agreement between marketing and operations as to which customers add the greatest advantage and profits over time.

A) Customer segmentation
B) Customer-relationship management
C) Reactive customer-driven quality
D) Actively solicited customer-feedback
E) Customer rationalization

Question 27

A(n) ________ relationship is one in which the customer provides a long-term, steady income stream to the provider.

A) perpetual
B) annuity
C) active
D) rational
E) passive

Question 28

________ results in the suppliers becoming de facto subsidiaries to their major customers.

A) Segmentation
B) Gap analysis
C) Strategic alliance
D) Source loyalty
E) Supplier rationalization

Question 29

What does segmenting markets involve?

A) distinguishing expected service and perceived service
B) distinguishing customers according to common characteristics
C) analyzing the management perceptions of consumer expectations
D) distinguishing service quality specs and service delivery
E) analyzing the external methods to communicate with customers

Question 30

Gathering data through customer comment cards is an example of a(n) ________ data gathering.

A) active
B) open
C) rational
D) passive
E) closed

Question 31

A(n) ________ consists of a series of items designed to capture perceptions.

A) survey
B) focus group
C) ordinal data system
D) passive data gathering
E) active data gathering

Question 32

In ________, suppliers integrate information systems and quality systems that allow close integration at all levels.

A) segmentation
B) gap analysis
C) annuity relationships
D) strategic alliances
E) supplier rationalization

Question 33

Which of the following determinants include the physical evidence of the service?

A) tangibles
B) aesthetics
C) features
D) intangibles
E) logistics

Question 34

________ data are ranked so that one measure is higher than the next.

A) Active
B) Discrete
C) Continuous
D) Ordinal
E) Passive

Question 35

________ includes all supplier-initiated contact with customers.

A) Customer-relationship management
B) Supplier rationalization
C) Single sourcing
D) Customer segmentation
E) Actively solicited customer feedback

Question 36

Measurement data such as height, weight, volume, and speed are referred to as ________ data.

A) active
B) passive
C) rational
D) soft
E) hard

Question 37

What is the first step in performing a focus group session?

A) develop questions
B) narrow scope of questions
C) identify purpose
D) select target population
E) run multiple groups

Question 38

Which of the following determinants of service quality involves trustworthiness, believability, honesty, and having the customer's best interests at heart?

A) reliability
B) responsiveness
C) competence
D) credibility
E) courtesy

Question 39

Phone contacts, focus groups, and survey results are referred to as ________ data.

A) hard
B) soft
C) active
D) passive
E) rational

Question 40

________ data is used to compare employee and customer perceptions of quality.

A) Hard
B) Soft
C) Active
D) Passive
E) Rational

Question 41

The first component of a complaint-resolution process is contrition.

Question 42

What are the three phases of customer-relationship management?

A) satisfaction, feedback, and retention
B) satisfaction, acquisition, and transition
C) response, feedback, and enhancement
D) acquisition, retention, and enhancement
E) response, transition, and acquisition

Question 43

________ validity refers to whether the item really measures what we want to measure.

A) Construct
B) Control
C) Criterion
D) Conformance
E) Content

Question 44

Customer-initiated contact such as filling out a restaurant complaint card, calling a toll-free complaint line, or submitting an inquiry via a company's Web site, is considered ________.

A) customer rationalization
B) passively solicited customer feedback
C) actively solicited customer feedback
D) reactive customer-driven quality
E) customer segmentation

Question 45

The ________ phase of customer-relationship management involves improving service to the customer through the use of information systems.

A) acquisition
B) retention
C) enhancement
D) transition
E) response

Question 46

Churn reduction involves the reduction of the loss of ________.

A) raw materials
B) suppliers
C) funds
D) products
E) customers

Question 47

________ management involves managing the mountain of information generated by Web site usage in a way to improve marketing to key customers.

A) Knowledge
B) Order
C) Sales
D) Campaign
E) Channel

Question 48

The aspect of customer-relationship management asserts that he or she is a valued asset to be managed.

Question 49

Customer ________ is measured as the percentage of customers who return for more service.

A) approval
B) feedback
C) satisfaction
D) retention
E) response

Question 50

The external customers are the ultimate people the company is trying to satisfy with its work.

Question 51

External customers are employees receiving goods or services from within the same firm.

Question 52

The process associated with resolving complaints is called the complaint-response process.

Question 53

The reactive customer-driven quality shows that a firm's quality performance is increasing while customers' expectations also are increasing.

Question 54

Internal customers are the bill-paying receivers of a company's work.

Question 55

When analyzing the results of a survey, open-ended questions are analyzed with Pareto analysis using ________ of the various categories of responses.

A) means
B) numerical responses
C) bar charts
D) simple correlations
E) histograms

Question 56

The complaint-resolution process involves the transformation of a negative situation into one
in which the complainant is restored to the state existing prior to the occurrence of a problem.

Question 57

________ validity refers to the use of certain terms and whether terms really measure what it is we want to measure.

A) Criterion
B) Conformance
C) Content
D) Control
E) Construct

Question 58

RCDQ is the acronym for reactive customer-driven quality.

Question 59

________ validity indicates that your measuring instrument has the ability to predict or agree with constructs external to that which you are measuring.

A) Criterion
B) Conformance
C) Content
D) Control
E) Construct

Question 60

Customer-driven quality represents a proactive approach to satisfying customer needs that is based on gathering data about the customers to learn their needs and preferences.

Question 61

A guarantee outlines the customer's rights.

Question 62

Annuity relationship results in the customer providing a short-term income stream to the provider.

Question 63

Competence means possession of the required skills and knowledge to perform the service.

Question 64

To segment markets means to distinguish customers or markets according to common characteristics.

Question 65

Tangibles include the physical evidence of the service.

Question 66

Feigenbaum, Crosby, and Peters developed the survey instrument called SERVQUAL.

Question 67

Credibility involves consistency of performance and dependability.

Question 68

Customer rationalization results from agreement between marketing and operations as to which customers add the greatest advantage and profits over time.

Question 69

Guarantees should be designed prior to beginning business.

Question 70

Reliability concerns the willingness or readiness of employees to provide service.

Question 71

To be effective, a guarantee should be conditional.

Question 72

Ordinal data are ranked so one measure is higher than the next.

Question 73

Many companies use single sourcing as a way to increase the number of suppliers.

Question 74

Soft data are measurement data such as height, weight, volume, or speed that can be measured on a continuous scale.

Question 75

Actively solicited customer feedback includes all supplier-initiated contact with customers.

Question 76

The gap refers to the differences between desired levels of performance and actual levels of performance.

Question 77

A focus group allows a supplier to gather feedback from a group of consumers at one time.

Question 78

Phone contacts and focus groups are referred to as hard data.

Question 79

Single-sourcing arrangements are developing into strategic alliances where suppliers become de facto subsidiaries to their major customers.

Question 80

Gathering data through focus groups and surveys are examples of passive data gathering.