服务营销第八版英文教辅 Test Bank 11.docx

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1、Chapter 11: Managing People for Service AdvantageQUESTION BANKA. Multiple Choice OuestionsGENERAL CONTENT1. 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

2、 handling of special requests.d. The encounter with service staff.2. Service employees are important to customers and competitive positioning because the front line.a. is the most visible part of the firmb. is often the first to deal with customer complaintsc. is better trained in dealing with custo

3、mers than are managersd. all of the above3. Training is most effective at reducing.a. person/role stressb. organization/client conflictc. inter-client conflictd. intra-organizational conflict4. Emotional labor is when employees.a. find it hard to be emotional because they are too overworkedb. experi

4、ence a gap between what they feel inside, and what management expects them to display to their customersc. have to keep their emotions under control at the workplaced. feel happy all the time because they enjoy their job5. Outcomes of the “Cycle of Failure for firms include anda. low service quality

5、; low employee turnoverb. low service quality; high employee turnoverc. high service quality; low employee turnoverd. high service quality; high employee turnover6. The Cycle of Failure includes all of the following, EXCEPTa. emphasis on rulesb. emphasis on attracting new customersc. adequate pay an

6、d job securityd. low skill levels8. Disney is comprised of a multitude of frontline and behind-the-scenes employees. As such, they categorize employees by their potential for on-stage and backstage work. Onstage refers to cast members who are assigned roles that require an appearance, personality, a

7、nd skill that matches a desired presentation in front of customers (e.g., playing the role of Snow White in a Disney theme park). Backstage employees are likewise suited for their positions (e.g., computer operators). Each is selected for their jobs based on intrinsic qualities that cannot be taught

8、.7. Which of the following are companies that engage in a Cycle of Success” more likely to have?a. Happier employees.b. More loyal customers.c. Higher profit margins.d. All of the above.8. Employees should be trained in all of these areas EXCEPT.a. organizational cultureb. organizational revenuec. s

9、ervice knowledged. product knowledge9. A strategy of empowerment is most likely to be appropriate with the presence of which of the following factors within the organization and its environment?a. The business strategy is not too customized.b. The organization uses routine technology.c. The business

10、 environment is stable.d. Customer interactions are relational as opposed to transactional.10. The definition of a team includes all of the following EXCEPT.a. have complementary skillsb. are committed to a common purposec. have well-rounded personalitiesd. have a set of performance goalsAPPLICATION

11、 CONTENT11. 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 timeb. listening firstc. treating customers like familyd. taking pride in ones work12. Excellent service firms use all of the following t

12、o identify the best job candidates EXCEPT.a. observing behaviorb. conducting personality testsc. interviewing applicantsd. viewing transcripts13. One of Ritz-Carlton9s hiring principles is.a. maintain a tight knit groupb. hire people with the right personalityc. customer service is firstd. new hires

13、 lead the way14. If a Nordstrom sales associate replaces shirts at no cost to the client, it is an example of.a. centralized decision-makingb. service theftc. employee empowermentd. rule setting15. Singapore Airlines uses teams for all of the following EXCEPT to.a. train staffb. assess staffc. promo

14、te staffd. mentor cabin crewB. Tme/Felse QuestionsGENERAL CONTENT1. Employee satisfaction typically has little impact on customer satisfaction.2. E-mail and telephone service interactions are just as visible as face-to-face interactions.3. Boundary spanners work in some of the most demanding jobs in

15、 service firms.4. Customer contact personnel have to attend to both operational and marketing goals, and this causes person/role conflict.5. The “Cycle of Mediocrity“ is most often found in large, bureaucratic organizations like, regulated oligopolies.6. Great references from past employers are not

16、a form of behavioral observation.7. Interpersonal skills include visual communication, attentive listening, and body language and tend to be specific to each service setting.8. Technical skills encompass all the required knowledge related to processes.9. Empowerment is suitable for all situations.10

17、. Suggestion involvement empowers employees to make recommendations through formalized channels.APPLICATION CONTENT11. According to John Wooden, “Too often, the big talkers are the big doers/512. The Ritz-Carlton uses personality profiles to select the best applicants.13. Training at Apple includes

18、how to phrase words in a positive rather than negative way.14. All employees are eager to be empowered.15. Southwest Airlines illustrates a high-involvement company.C. Short Answer OuestionsGENERAL CONTENT1. What is service-profit chain?2. What are the three main causes of role stress in frontline p

19、ositions?3. What are the three levels of employee involvement?4. What is job content?5. How should goals be designed so that they are effective?6. Define service culture.APPLICATION CONTENT7. What range of the market percentile is the suggested salary to attract top performers?8. Give two reasons fo

20、r using multiple interviewers.9. Give an example of a company where the winner of the show gets a chance to join the company.10. Give an example of an organization that helps companies to build a service culture.11. What is the key philosophy of Singapore Airlines?D. Essay OuestionsGENERAL CONTENT1.

21、 Discuss the importance of service employees to service organizations.2. Discuss why call centers are important or unimportant to customer perceptions of service firms. Give an example to back up your argument.3. How can firms build a strong service culture?4. Give the qualities of an effective lead

22、er in service organizations.APPLICATION CONTENT5. How is Cora Griffiths work strategy indicative of the “Cycle of Success?6. Discuss the causes and implications of low-pay/high turnover human resource strategies.7. Explain Southwest Airlines strategies as a high-involvement company.8. Describe how D

23、isney selects the right people.ANSWER KEYA. MULTIPLE CHOICE QUESTIONSGENERAL CONTENT:1-d, 2-a, 3-a, 4-b, 5-b, 6-c, 7-d, 8-b, 9-d, 10-cAPPLICATION CONTENT:U-a 12-d, 13-b, 14-c, 15-aB. TRUE/FALSEGENERAL CONCEPT:1-F, 2-T, 3-T, 4-F, 5-T, 6-F, 7-F, 8-T, 9-F, 10-TAPPLICATION CONTENT:11-F, 12-T, 13-T, 14-F

24、, 15-TC. SHORT ANSWER QUESTIONSGENERAL CONCEPT:1. It demonstrates the chain of relationships among(1) employee satisfaction, retention and productivity,(2) service value,(3) customer satisfaction and loyalty, and(4) revenue growth and profitability of the firm.2. Person/role, organization/client, an

25、d inter-client conflicts.3. Suggestion involvement, job involvement, and high involvement.4. Job content can be defined as a situation when employees are satisfied just by knowing that they are doing a good job.5. Achieving important goals is a reward in itself. Goals that are specific, difficult bu

26、t 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.6. A service culture include

27、s shared perceptions of what is important in an organization and shared values and beliefs of why those things are important.APPLICATION CONTENT:7. The range is from the 65th to 80th percentile.8. Multiple interviewers reduce the risk of “similar-to-me” biases and people are more careful in their ev

28、aluations when they know someone else is evaluating the same applicant.9. Trump Organization10. Up Your Service! College.11. The team concept, or emphasis on team work.D. ESSAY QUESTIONSGENERAL CONTENT:1. Importance of Service employees: Is a core part of the product Is the service firm Is the brand

29、 Affects sales Is a key driver of customer loyalty Determines productivity2. 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 a cust

30、omer interacts with personnel from the company. That interaction over one call may frame the customers entire perception of the firm. It is also likely that the customer is calling because of a problem or a special request. Handling that one problem or request could be the difference between retaini

31、ng and losing the customer as well.3. 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 t

32、he 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 themse

33、lves.4. The following are some qualities that effective leaders in a service organization should have: Love for the business. Driven by a set of core values that are related to service excellence and performance that they pass to other employees in the organization. Service leaders need to believe i

34、n the people who work for them and pay special attention to communicating with employees. Effective leaders are able to ask great questions and get answers from the team, rather than just relying on themselves to dominate the decision-making process. Role model the behaviors they expect from their t

35、eams. Effective leaders have a talent for communicating with others in a way that is easy to understand.APPLICATION CONTENT:5. 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

36、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 cafe for showing her the value of customer care. This agrees with the “Cycle of Success tenets of hiring and retaining m

37、otivated employees that provide higher quality, customer-pleasing service.6. 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 co

38、nstant 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 costs incurred in continued advertising and promotional campaigns.7. Southwest Ai

39、rlines illustrates a high-involvement company, promoting common sense and flexibility. It trusts its employees and gives them the latitude, discretion and authority they need to do their jobs. The airline has eliminated inflexible work rules and rigid job descriptions so that its people can assume o

40、wnership for getting the job done, and enable flights to leave on time, regardless of whose official” responsibility it is. This gives employees the flexibility to help each other when needed. As a result, they adopt a whatever it takes mentality. Southwest mechanics and pilots feel free to help ramp agents load bags. When a flight is running late, its not uncommon to see pilots helping passengers in wheelchairs to board the aircraft, assisting operations agents by taking boarding passes, or helping flight attendants clean the cabin between flights.