Multiple Choice questions:
1. Which of the following types of research is NOT done on a continuous basis?
A. Complaint solicitation
B. Relationship surveys
C. Social media
D. Customer panels
E. Lost customer research
2. Which of the following is NOT a form of qualitative research?
A. Process checkpoint evaluations
B. Mystery shopping
C. Trailer calls
D. Requirements research
E. Relationship surveys
3. Sunoco is readying a chain-wide set of marketing initiatives designed to improve its image with women drivers and win more return business to its service station outlets throughout Ontario. It refurbished all of its restrooms and tried to hire friendly personalities and real customer service skills instead of "just who was available". It hired an outside research organization to send people to Sunoco service stations twice monthly to grade staff on their customer interaction skills. What research method did Sunoco use to make sure that each station was implementing the new service strategy?
A. Market-oriented ethnography
B. Trailer calls
C. Mystery shoppers
D. Requirements research
E. Customer panels
4. A(n) _____ is a composite of the perceptual satisfaction or service quality measures collected in an organization.
A. Zone of tolerance chart
B. Salience of dimensions and attributes graph
C. Gap scores tracking tool
D. Importance/performance matrix
E. Customer satisfaction index
5. US Franchise System, Inc. (USFS) franchises its brand names such as Microtel Inns & Suites, Hawthorn Suites and Best Inns to independent hotel owners and operators. Every three months, employees from a different franchise overseen by USFS conduct customer satisfaction telephone surveys. Among the employees who regularly participate in the survey process are senior managers, who are trained and certified to conduct survey interviews. Which type of interaction activity is USFS using to improve upward communication?
A. Employee suggestions
B. Employee internal satisfaction surveys
C. Research on intermediate customers
D. Executive listening approaches
E. Executive visits to customers
6. In acquaintance relationships, firms generally focus on:
A. Creating service offering awareness
B. Inducing product trial and adoption
C. Gaining specific knowledge of customer's needs
D. Providing value comparable to the competition
E. Creating clear and easily comprehended communications
7. How would you describe the sustainability of competitive advantage in the acquaintance stage of the customer relationship evolution?
A. Non-existent because the company's primary goal is to induce trial
B. Generally low with some variation on how the competition creates unique value
C. High even though it depends on how unique the service offering is
D. Medium because customers are heterogeneous
E. Generally low because of the expense associated with mass customization
8. Every month the pest exterminator does a monthly spraying at Jean Poole's house. Every month Jean gripes that she is being ripped off by the exterminating company and that she's going to find a new one. But she never does change service providers due to:
A. The iteration principle
B. Customer inertia
C. Service standardization
D. Switching costs
E. Process reciprocity
9. Moonlight Catering has increased the deposit it requires before agreeing to cater an event to $300. This amount is nonrefundable and must be paid when Moonlight Catering is hired for the job. This increase in deposit will help Moonlight Catering achieve its goal of:
A. Customer enhancement
B. Prospecting
C. Increasing its value-added service
D. Customer satisfaction
E. Customer retention
10. Aramark is a food service company that supplies meals to more than 200,000 hospital patients daily. To improve its service, it created a database that tracks patient preferences individually by hospitals, regionally, and nationally. The accumulated database is used to provide better menus. Aramark's kitchen staff deliver the food and are referred to as hosts. All hosts have a minimum of 40 hours of training to teach them how to be courteous, efficient, and quick. These trained hosts deliver customized meals from carts preloaded according to room number. According to patient surveys, Aramark has boosted patient satisfaction by almost 10 percent by providing customized meals. Aramark is using _____ in its customer retention strategy.
A. Financial bonds
B. Social bonds
C. Customization bonds
D. Structural bonds
E. Heterogeneity
11. When the dentist's office bills the patient who had an appointment but did not show up for it and did not cancel the appointment, it is an example of _____ because the patient was made aware of the policy before making the appointment.
A. Functional fairness
B. Procedural fairness
C. Interactional fairness
D. Service equity
E. Outcome fairness
12. Once Mariko had carried her dry cleaning to the car, she took a minute to see if the cleaners had removed the stain from her wool skirt. The stain was still there, so Mariko took the skirt back inside to the cleaner. When Mariko showed the stained skirt to the cleaner employee, she shrugged and said, "I guess you want us to reclean the skirt"? Mariko responded, "Yes, please". The employee took the skirt, gave Mariko a dirty look and began sorting some items on the counter. The employee did not treat Mariko with:
A. Functional fairness
B. Procedural fairness
C. Interactional fairness
D. Service equity
E. Situational fairness
13. The empowerment of employees makes which of the following service recovery strategies easier to implement?
A. Make the service fail safe
B. Learn from lost customers
C. Treat customers fairly
D. Encourage and track complaints
E. Respond quickly
14. Kelso Massage Therapy promises its clients that their wait for a massage will be less than fifteen minutes or the massage is free. What type of service recovery tool is Kelso Massage Therapy using?
A. Offer a guarantee
B. Respond quickly
C. Do it right the first time
D. Implement the service paradox
E. Act proactively instead of reactively
15. An effective service guarantee would never be described as:
A. Unconditional
B. Easy to invoke and collect
C. Standardized and/or generic
D. Meaningful
E. Easy to understand and communicate
16. The Cirque du Soleil fused elements of theater with traditional circus skills to create a whole new form of entertainment. Cirque du is an example of a:
A. Major innovation
B. New service for the currently served market
C. Service line extension
D. Service improvement
E. Style change
17. Elysian Events, a wedding planning company, noted how many couples had a wedding catastrophe of some kind. As a result, it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies, stolen wedding rings, damaged wedding dresses, etc. Elysian Events is using a _____ growth strategy.
A. Share building
B. Market development
C. Service development
D. Diversification
E. Market integration
18. At the _____ stage of the service development and innovation process, the new service is made available to a limited number of its potential customers.
A. Commercialization
B. Business analysis
C. Market testing
D. Service development and evaluation
E. Post introduction evaluation
19. In a service blueprint, the line of visibility separates:
A. Customer actions from onstage contact employee actions
B. Backstage contact employee actions from support processes
C. Onstage contact employee actions from backstage contact employee actions
D. Onstage contact employee actions from support processes
E. Customer actions from backstage contact employee actions
20. The last step in building a service blueprint is to:
A. Draw the line of interaction and visibility
B. Identify the physical evidence needed to support service quality
C. Map the service process from the customer contact person's point of view
D. Link customer and contact person activity to needed support function
E. Add evidence of service at each customer step