服务营销精要英文pptimESMTBCh144488.pdf

《服务营销精要英文pptimESMTBCh144488.pdf》由会员分享，可在线阅读，更多相关《服务营销精要英文pptimESMTBCh144488.pdf（8页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、 106 Chapter 14 Improving Service Quality and Productivity GENERAL CONTENT Multiple Choice Questions 1.The common perspective on quality includes all of the following EXCEPT _.a.transcendent view b.user-based definition c.manufacturing-based approach d.process-based approach e.value-based definition

2、(d;Moderate;p.368)2.The _ is supply based,and is concerned primarily with engineering and manufacturing practices.a.transcendent view b.user-based definition c.manufacturing-based approach d.product-based approach e.value-based definition(c;Easy;p.368)3.Which of the following is NOT a broad dimensio

3、n of service quality?a.Tangibles b.Reliability c.Responsiveness d.Transcendence e.Assurance(d;Easy;p.369)4._ and _ typically measure satisfaction with all major customer service processes and products.a.Total market surveys;ordinary surveys b.Regular surveys;ordinary surveys c.Regular surveys;revers

4、e surveys d.Regular surveys;split surveys e.Total market surveys;annual surveys(e;Challenging;p.376)107 5.The _ is the difference between what service providers believe customers expect and customers actual needs and expectations a.interpretation gap b.standard gap c.knowledge gap d.service quality

5、gap e.internal communications gap(c;Moderate;p.370)6.The _ is the difference between what a service provider communicates and what it actually delivers to the customer.a.interpretation gap munications gap c.perceptions gap d.standards gap e.knowledge gap(a;Challenging;p.371)7.Which of the following

6、is NOT one of the six service quality gaps?a.The knowledge gap.b.The proportion gap.c.The policy gap.d.The delivery gap.e.The perceptions gap.(b;Moderate;p.370)8.Which of the following is the prescription for the perception gap?a.Ensure the right service processes and specify standards.b.Ensure that

7、 performance meets standards.c.Learn what customers expect.d.Tangibilize and communicate the service quality delivered.e.Ensure that communications promises are realistic.(d;Challenging;p.373)9.Which of the following is one of the customer-driven approaches to improving productivity?a.Ask customers

8、not to use third parties.b.Limiting customer involvement in production.c.Changing the timing of customer demand.d.Reducing backstage elements of production.e.Reducing front-stage elements of production.(c;Moderate;p.389)108 10.Which of the following is NOT one of the six steps that can help smooth t

9、he path of customer change?f.Develop customer trust.g.Understand customers habits a nd expectations h.Develop innovation and limit trial.i.Pretest new procedures and equipment.j.Publicize the benefits.(c;Moderate;p.391)True/False 11.Making service processes more efficient results in a better quality

10、 experience for customers and ensures improved benefits for them.(False;Moderate;p.368)12.The standards gap is the difference between specified delivery standards and the service providers actual performance on these standards.(False;Challenging;p.371)13.The service quality is the difference between

11、 what customers expect to receive and their perceptions of the service that is actually delivered.(True;Moderate;p.371)14.The perception gap is the difference between what is,in fact,delivered and what customers perceive they have received.(True;Moderate;p.371)15.Hard measures are those that cannot

12、be easily observed and must be collected by talking to customers,employees,and others.(False;Moderate;p.374)16.Organizations that are known for excellent service make use of hard measures rather than soft measures.(False;Moderate;p.374)17.Transactional surveys are typically conducted after customers

13、 have completed a specific transaction.(True;Easy;p.376)18.Control charts offer a simple method of displaying performance on hard measures over time against specific quality standards.(True;Easy;p.380)19.Typically the cost of an unhappy customer is lower than the cost of service recovery.(False;Mode

14、rate;p.386)109 20.Because customers are often involved in service production,operations managers need to low at how customer outputs can be more productive.(False;Moderate;p.389)Short Answer 21.Explain the transcendent view of quality.The transcendent view of quality is synonymous with innate excell

15、ence:a mark of uncompromising standards and high achievement.It argues that people learn to recognize quality only through the experience gained from repeated exposure.(Challenging;p.368)22.Explain what is meant by the“user-based definition”of service quality.Here,quality is in the eye of the behold

16、er.This subjective definition equates to maximum satisfaction.(Moderate;p.369)23.Describe one of the primary components of the prescription for the policy gap.Establish the right service processes and specify standards.These can be done by getting the customer service processes right,developing tier

17、ed service products that meet customer expectations,and setting,communicating and reinforcing measurable customer-oriented service standards for all work units.(Moderate;p.372)24.What is the collection of customer feedback tools that a firm can use?Total market survey,annual survey on overall satisf

18、action,transactional survey,service feedback cards,mystery shopping,unsolicited feedback,focus group discussions and service reviews.(Moderate;p.376)25.List the four ways to improve service productivity.Careful control of costs at every step of the process,reduce waste of materials and labor,replace

19、 workers with automated machines and customer-operated self-service technologies,and broaden the variety of tasks that a service worker can perform.(Moderate;p.388)110 Essay 26.Discuss what could be involved in the prescription for“The Delivery Gap.”The delivery gap can be rectified by ensuring that

20、 customer service teams are motivated and able to meet service standards.This can be accomplished by improving recruitment in human resources and selecting employees that fit the necessary skill set and abilities to perform the job well.Once hired,employees need to be well trained on the technical a

21、nd soft skills needed to perform effectively.Employee roles also should be clarified,ensuring that employees understand how their job contributes to customer satisfaction.Cross-functional service teams and empowered managers can better offer customer-centric service delivery and problem resolution.F

22、inally,performance should be measured and regular feedback should be provided to continue the cycle of excellence.(Moderate;p.372)27.Explain what SERVQUAL is and how it is used in services.SERVQUAL is a self-report tool used to measure customer satisfaction with service encounters.Valarie Zeithaml a

23、nd her colleagues developed the instrument.It is based on the premise that customers can evaluate a firms service quality by comparing their perceptions of its service with their own expectations.The scale contains 22 perception items and a series of expectation items that reflect the five dimension

24、s of service quality.The scale indicates high quality when perceived performance exceeds expectations and low quality when expectations exceed perceived performance.Services can use this tool to understand the level of quality at which customers perceive them and determine which dimensions of servic

25、e quality would most improve those perceptions.(Moderate;p.396)APPLICATION CONTENT Multiple Choice Questions 28.FedEx approaches quality management from which of the following perspectives?a.Percent of packages on time b.Percent of flights arriving safely c.Baseline of zero failures d.Low turnover e

26、.High Turnover(c;Challenging;p.380)29.Which of the following is the best example of the source of a delayed flight caused by procedures?a.Cutoff too close to departure time 111 b.Late cabin crews c.Late cabin cleaners d.Weather e.Oversize baggage(a;Moderate;p.382)30.Which of the following is the bes

27、t example of the source of a delayed flight caused by front-stage personnel?a.Air traffic b.Late food service c.Late fuel d.Gate agents cannot process passengers quickly enough e.Poor announcement of departures(d;Moderate;p.382)31.Which of the following is one of Holiday Inns hotel areas that show a

28、 particularly strong impact on revenue per available room?a.Dining facilities b.The lobby c.The exterior d.Public restrooms e.Kitchen facilities(c;Moderate;p.384)32._ is the authentication or identification of individuals based on physical characteristics or traits.a.Service amping b.Decryption c.Bi

29、ometrics d.Encryption e.Electronic access(c;Easy;p.392)True/False 33.Fedexs Service Quality Indicator is a 10-item measure of satisfaction and service quality from the customers viewpoint.(False;Moderate;p.379)34.FedEx was one of the first companys to understand the need for a firm-wide index of ser

30、vice quality that embraced all the key activities that had an impact on customers.(True;Moderate;p.380)35.A study by Holiday Inn actually showed that as the number of defects per hotel increase,the amount of revenue per room increases.112(False;Easy;p.384)36.The Return on Quality perspective from Ho

31、liday Inn suggests that the focus of preventative maintenance should be on the hotel exterior,the guest rooms,and guest bathrooms.(True;Moderate;p.385)37.Self-service pumps with credit card readers increase gas station productivity,but lead to higher costs because of additional fees.(False;Moderate;

32、p.389)Short Answer 38.Describe what is meant by the 80/20 rule in the context of an airline.The 80/20 rule refers to 80 percent of failures being explained by 20 percent of causal variables.In an airline this would mean that late flights are caused by only four or five factors.(Moderate,p.382)39.Wha

33、t is a key element of gaining customer acceptance of new procedures and technology?Teach customers to use innovation and promote trial.Assign service personnel to demonstrate new equipment and answer questionsproviding reassurance as well as educational assistance.(Moderate;p.391)40.Give an example

34、of biometric test usage in a service environment.Disneyworld provides season pass holders with access to services facilities using a biometric card.(Challenging;p.392)41.What is ISO 9000?ISO 9000 is a certification that a company meets a predetermined set of quality management standards that are ind

35、ependently assessed.(Challenging;p.397)42.List a major service firm from the chapter that has received the Malcolm-Baldrige National Quality Award.113 The Ritz-Carlton(FedEx,and AT&T).(Challenging;p.399)Essay 43.Describe what is involved when an auditor conducts a quality analysis at Holiday Inn hot

36、els.The franchisors quality assurance reports examine different areas of each hotel.Two of the areas relate to the guest rooms(bedroom and bathroom)and ten relate to the commercial areas(exterior,lobby,public restrooms,dining facilities,etc).Each area typically has 1012 items that can pass or fail i

37、nspection and inspectors note the number of defects in the entire hotel.(Challenging;p.384)44.Discuss the advantages of using a customers physical characteristics to increase productivity in the delivery of service quality.Biometrics refers to the practice of using physical characteristics to identi

38、fy an individual.In the context of service productivity,its use provides several advantages.Customer processing can be more secure and accurate,as physical characteristics are more difficult to replicate than account/access numbers and passwords.Biometrics allow for more thorough use of self-service

39、 options,as it is more difficult to lose physical characteristics(e.g.a fingerprint)than it is to forget a password or account number.Other applications include voice recognition for call-centers,self-service banking,and home shopping.(Challenging;p.392)45.Discuss what the six sigma approach is and

40、how it can be applied to service quality and productivity.Six sigma was originally developed by Motorola engineers in the mid-1980s to address complaints from sales reps about having to fulfill too many warranty obligations.Six sigma,statistically,means achieving a quality level of only 3.4 defects

41、per million opportunities.Over time six sigma has evolved from a defection reduction approach to an overall business improvement approach that can now be applied to services.Process improvements and process design/redesign form the cornerstone of the six sigma approach.Many services use this strategy to reduce defective encounters,reduce cycle times,and improve productivity.For example,GE Capital applied six sigma to reduce the backroom costs of selling consumer loans,credit card insurance,and payment protection.(Challenging;p.399)