服务营销精要英文pptimESMTBCh114479.pdf

82 Chapter 11 Managing People for Service Advantage GENERAL CONTENT Multiple Choice Questions 1.From the customers perspective which of the following is the most important aspect of service?a.Managements responsiveness to occurrences of failure.b.Timely delivery of service.c.Efficient handling of special requests.d.The encounter with service staff.e.A fair price.(d;Moderate;p.278)2.Service employees are important to customers and competitive positioning,because the front line _.a.is the most visible part of the firm b.contains more employees than management c.is often the first to deal with customer complaints d.is better trained at dealing with customers than are managers e.all of the above(a;Easy;p.278)3.Emotional labor is when employees _.a.find it hard to be emotional because they are too overworked b.have a gap between what they feel inside,and what management expects them to display to their customers c.have to keep their emotions under control at the work place d.feel happy all the time because they enjoy their jobs e.are emotionally stressed by all the demands of their jobs(b;Challenging;p.281)4.Training is most effective at reducing _.a.person/role stress b.organization/client conflict c.interclient conflict d.interorganizational conflict e.intraorganizational conflict(a;Moderate;p.281)5.Outcomes of the“Cycle of Failure”for firms include _ and _.a.low service quality;low employee turnover 83 b.low service quality;high employee turnover c.high service quality;low employee turnover d.high service quality;high employee turnover e.mediocre service quality;unpredictable employee turnover(b;Easy;p.282)6.The“Cycle of Failure”includes all of the following EXCEPT _.a.emphasis on rules b.emphasis on attracting new customers c.adequate pay and job security d.low skill levels e.use of technology to control quality(c;Moderate;p.282)7.Companies that engage in a“Cycle of Success”are more likely to have which of the following?a.Happier employees b.More loyal customers c.Higher profit margins d.Better wages e.All of the above(e;Easy;p.284)8.Employees should be trained in all these areas EXCEPT _.a.organizational culture b.organizational revenue c.service knowledge d.interpersonal skills e.product knowledge(b;Easy;p.289)9.A strategy of empowerment is most likely to be appropriate when which of the following factors are present within the organization and its environment?a.The business strategy is not too customized b.The organization uses routine technology.c.The business environment is stable.d.Customer interactions are relational as opposed to transactional.e.All of the above.(d;Moderate;p.292)10.The definition of a team includes all of the following EXCEPT _.a.have complementary skills b.are committed to a common purpose c.have well-rounded personalities d.hold themselves mutually accountable e.have a set of performance goals 84(c;Challenging;p.293)True/False 11.Employee satisfaction typically has little impact on customer satisfaction.(False;Easy;p.278)12.E-mail and telephone service interactions are just as visible as face-to-face interactions.(True;Easy;p.278)13.Boundary spanners work in some of the most demanding jobs in service firms.(True;Moderate;p.280)14.Customer contact personnel have to attend to both operational and marketing goals and this causes person/role conflict.(False;Moderate;p.280)15.The“Cycle of Mediocrity”is most often found in large,bureaucratic organizations like regulated oligopolies.(True;Moderate;p.283)16.Great references from past employers are not a form of behavioral observation.(False;Moderate;p.288)17.Interpersonal skills include visual communication,attentive listening,and body language and tend to be specific to each service setting.(False;Moderate;p.289)18.Technical skills encompass all the required knowledge related to processes.(True;Easy;p.289)19.Empowerment is suitable for all situations.(False;Moderate;p.292)20.Suggestion involvement empowers employees to make recommendations through formalized channels.(True;Moderate;p.293)Short Answer 21.What are the three main causes of role stress in frontline positions?Person/role,organization/client,and interclient conflicts.85(Moderate;p.280)22.What are the three levels of employee involvement?Suggestion involvement,job involvement,and high involvement.(Moderate;p.293)23.What is job content?Job content is when employees are satisfied just by knowing that they are doing a good job.(Moderate;p.295)24.How should goals be designed,so that they are effective?Achieving important goals is a reward in itself.Goals that are specific,difficult but achievable,and accepted by the staff are strong motivators.They result in higher performance than no goals,or unclear goals(e.g.,do your best),or goals that are impossible to achieve.In short,well communicated and mutually accepted goals are effective motivators.(Challenging;p.296)25.Define service culture.A service culture includes shared perceptions of what is important in an organization and shared values and beliefs of why those things are important.(Moderate;p.296)Essay 26.Discuss why call centers are important or unimportant to customer perceptions of service firms.Give an example to back up your argument.Call centers can play a critical role in customer perceptions of a service firm.This is particularly important for remote service firms like credit card companies.The call to the service center may be the only time the customer interacts with personnel from the company.That interaction may frame the customers entire perception of the firm with one call.It is also likely that the customer is calling because of a problem or special request.Handling that one problem or request well could be the difference between retaining and losing the customer.(Moderate;p.278)27.How can firms build a strong service culture?86 A strong service culture is one where the entire organization focuses on the frontline,and understands that it is the lifeline of the business.They practice the inverted pyramid,which shows that the role of top management and middle management is to support the frontline in their task of delivering service excellence to their customers.In firms with a passion for service,top management is informed and actively involved.They achieve this by regularly talking to and working with frontline staff and customers,even spending time serving customers themselves.(Moderate;p.298)APPLICATION CONTENT Multiple Choice Questions 28.Cora Griffth has nine rules of success for excellent service as a waitress.They include all of the following EXCEPT _.a.getting things right the first time b.listening first c.anticipating customers wants d.treating customers like family e.taking pride in ones work(a;Challenging;p.277)29.One of Ritz-Carltons hiring principle is _.a.maintain a tight knit group b.hire people with the right personality c.“training,training,training”d.customer service is first e.new hires lead the way(b;Moderate;p.288)30.Excellent service firms use all of the following to identify the best job candidates EXCEPT _.a.observing behavior b.conducting personality tests c.interviewing applicants d.viewing transcripts e.providing applicants with realistic job previews(d;Easy;p.288)31.If a Nordstrom sales associate replaces shirts at no cost to the client,it is an example of _.a.centralized decision-making b.service theft c.employee empowerment d.service sabotage 87 e.rule setting(c;Easy;p.292)32.Singapore Airlines uses teams for all of the following EXCEPT _.a.train staff b.provide emotional support c.assess staff d.promote staff e.mentor cabin crew(a;Moderate;p.294)True/False 33.According to John Wooden,“Too often,the big talkers are the big doers.”(False;Moderate;p.288)34.The Ritz-Carlton uses personality profiles to select the best applicants.(True;Moderate;p.288)35.Training in Dial-a-Mattress includes showing staff how to create images in the customers minds.(True;Challenging;p.290)36.All employees are eager to be empowered.(False;Challenging;p.293)37.Southwest Airlines illustrates a high-involvement company.(True;Moderate;p.293)Short Answer 38.The suggested salary to attract top performers is in the range of what percentile of the market?The range is from the 65th to 80th percentile.(Moderate;p.286)39.Give two reasons for using multiple interviewers?Multiple interviewers reduce the risk of“similar-to-me”biases and people are more careful in their evaluations when they know someone else is evaluating the same applicant.(Challenging;p.288)88 40.Give an example of a company where applicants get to work for two paid days prior to final selection interview.Au Bon Pain(Moderate,p.289)41.Give an example of an organization that helps companys build a service culture.Up Your Service!College.(Moderate;p.291)42.What is the key philosophy of Singapore Airlines?The team concept,or teamwork.(Easy;p.294)Essay 44.How is Cora Griffiths work strategy indicative of the“Cycle of Success?”Cora Griffiths nine rules of success exemplify the“Cycle of Success.”She is enthusiastic about her job and develops outstanding service relationships with both existing and new customers.Her philosophy is marked by listening to customers,anticipating their needs,maintaining efficiency,and continuing to learn.She gives credit to the owners of the caf for showing her the value of customer care.This agrees with the“Cycle of Success”tenets of hiring and retaining motivated employees that provide higher quality,customer-pleasing service.(Challenging;p.276&284)43.Discuss the causes and implications of low-pay/high turnover human resource strategies.Failure to measure all relevant costs is a key contributor to the cycle of failure.A firm saves money on pay,but loses money through employee and customer channels.Inherent in high turnover situations are the costs of constant recruiting,hiring,and training costs.New employees are also less productive than seasoned employees due to learning curves.Attracting new customers costs much more than retaining current customers because of continued advertising and promotional campaigns.(Challenging;p.282)45.Describe how Disney selects the right people.Disney is comprised of a multitude of frontline and behind-the-scenes employees.As such,they categorize employees by their potential for on-stage or backstage work.On-stage refers to cast members who are assigned roles that require an appearance,89 personality,and skill that matches a desired presentation to customers(e.g.playing Snow White at a Disney theme park).Backstage are likewise suited for their positions(puter operators).Each is selected for their jobs based on intrinsic qualities that cannot be taught.(Moderate;p.286)