Services Marketing - Ch 9
The first step in delivering high service quality is:
a. Hiring the right people
b. Understanding customer requirements
c. Innovation
d. A service blueprint
e. Employee training - correct answer ✔✔b
Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers their choice of
cold deli sandwiches instead of the more traditional airplane meal. Its intent was to provide passengers
with better food. Passengers saw the move as another way Delta was trying to skimp on service and save
money. When trying to deliver service quality, Delta forgot to:
a. Consider customer requirements
b. Create a service blueprint
c. Offer relevant employee training
d. Consider the services marketing triangle
e. Estimate production/quality tradeoffs - correct answer ✔✔a
Service companies experience difficulty in setting standards to match or exceed customer expectations
because of a lack of:
a. Simultaneous organization and presentation
b. Vertical communication
c. Employee partnering
d. Functional integration
e. Operational benchmarking - correct answer ✔✔d
A land surveyor will come out to your home, survey your property, and draw you a plat showing you the
shape of your land and how it looks in relation to land around it. The work is routine unless the deed for
the property is over one hundred years old. One of the ways a surveyor determines what land belongs to
,you is by using old deeds. This becomes a complicated practice when the deed says "west from live oak
tree" and "northeast 30 feet from Gray family cemetery." Often these landmarks, which were there 100
years ago, are long gone and no one remembers where exactly they were. Surveyors may differ by a
couple of feet in their determination of where these landmarks used to be. This is an example of the
difficulty involved in:
a. Relying on the tangibles dimensions of services
b. Integrating service functions
c. Standardizing services
d. Changing customers' perceptions
e. Modifying customers' expectations - correct answer ✔✔c
Canadian Airline did market research to determine the expectations of business travelers-its target
market. It learned business travelers don't view air travel as a simple product any more but as a
sequential process with a series of customer service interactions which to them seemed at times
arbitrary. A traveler could not estimate how much time it would take to make reservations, to check-in,
to board, or any of the other interactions. The time spent on these activities was typically directly related
to the experience and training of the airline's employees. Canadian Airline could provide better service
to its target customers if it could:
a. Change customers' perceptions of flying
b. Integrate all service functions
c. Standardize its services
d. Rely more on the tangible dimensions of service
e. Modify customers' expectations - correct answer ✔✔c
One of the ways in which standardization of services occurs is through:
a. Substitution of technology for personal contact and human effort
b. Organizational flattening
c. Employee encroachment
d. Division of labor and specialization
e. Autonomous management - correct answer ✔✔a
Which of the following is NOT a technology substitution for personal contact and human effort?
, a. On-line services
b. Professional maid service
c. Voice mail
d. Automatic teller machines
e. Automatic car wash - correct answer ✔✔b
Standardization of services in the form of ______________ is exemplified by maid services by Molly
Maids as well as routinized tax services developed by H&R Block.
a. Substitution of technology for personal contact and human effort
b. Improvement in work methods and training
c. Organizational flattening
d. Employee encroachment
e. Autonomous management - correct answer ✔✔b
What is wrong with the following service goal posted in a restaurant: "Do not keep customers waiting
too long to be served"?
a. It is too formal
b. It is not actionable
c. It is not specific enough
d. It does not reflect the goal of the restaurant, which is to provide service quality
e. It is not responsive to customer needs - correct answer ✔✔c
Which of the following statements about service standardization and employee empowerment is true?
a. For every service standardized, some degree of employee empowerment is always eliminated
b. Any service standardization makes employee empowerment impossible
c. Service standardization is not necessary when the organization empowers its employees
d. The use of service standardization is compatible with employee empowerment
e. There is no overlapping relationship between service standardization and employee empowerment -
correct answer ✔✔d
The first step in delivering high service quality is:
a. Hiring the right people
b. Understanding customer requirements
c. Innovation
d. A service blueprint
e. Employee training - correct answer ✔✔b
Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers their choice of
cold deli sandwiches instead of the more traditional airplane meal. Its intent was to provide passengers
with better food. Passengers saw the move as another way Delta was trying to skimp on service and save
money. When trying to deliver service quality, Delta forgot to:
a. Consider customer requirements
b. Create a service blueprint
c. Offer relevant employee training
d. Consider the services marketing triangle
e. Estimate production/quality tradeoffs - correct answer ✔✔a
Service companies experience difficulty in setting standards to match or exceed customer expectations
because of a lack of:
a. Simultaneous organization and presentation
b. Vertical communication
c. Employee partnering
d. Functional integration
e. Operational benchmarking - correct answer ✔✔d
A land surveyor will come out to your home, survey your property, and draw you a plat showing you the
shape of your land and how it looks in relation to land around it. The work is routine unless the deed for
the property is over one hundred years old. One of the ways a surveyor determines what land belongs to
,you is by using old deeds. This becomes a complicated practice when the deed says "west from live oak
tree" and "northeast 30 feet from Gray family cemetery." Often these landmarks, which were there 100
years ago, are long gone and no one remembers where exactly they were. Surveyors may differ by a
couple of feet in their determination of where these landmarks used to be. This is an example of the
difficulty involved in:
a. Relying on the tangibles dimensions of services
b. Integrating service functions
c. Standardizing services
d. Changing customers' perceptions
e. Modifying customers' expectations - correct answer ✔✔c
Canadian Airline did market research to determine the expectations of business travelers-its target
market. It learned business travelers don't view air travel as a simple product any more but as a
sequential process with a series of customer service interactions which to them seemed at times
arbitrary. A traveler could not estimate how much time it would take to make reservations, to check-in,
to board, or any of the other interactions. The time spent on these activities was typically directly related
to the experience and training of the airline's employees. Canadian Airline could provide better service
to its target customers if it could:
a. Change customers' perceptions of flying
b. Integrate all service functions
c. Standardize its services
d. Rely more on the tangible dimensions of service
e. Modify customers' expectations - correct answer ✔✔c
One of the ways in which standardization of services occurs is through:
a. Substitution of technology for personal contact and human effort
b. Organizational flattening
c. Employee encroachment
d. Division of labor and specialization
e. Autonomous management - correct answer ✔✔a
Which of the following is NOT a technology substitution for personal contact and human effort?
, a. On-line services
b. Professional maid service
c. Voice mail
d. Automatic teller machines
e. Automatic car wash - correct answer ✔✔b
Standardization of services in the form of ______________ is exemplified by maid services by Molly
Maids as well as routinized tax services developed by H&R Block.
a. Substitution of technology for personal contact and human effort
b. Improvement in work methods and training
c. Organizational flattening
d. Employee encroachment
e. Autonomous management - correct answer ✔✔b
What is wrong with the following service goal posted in a restaurant: "Do not keep customers waiting
too long to be served"?
a. It is too formal
b. It is not actionable
c. It is not specific enough
d. It does not reflect the goal of the restaurant, which is to provide service quality
e. It is not responsive to customer needs - correct answer ✔✔c
Which of the following statements about service standardization and employee empowerment is true?
a. For every service standardized, some degree of employee empowerment is always eliminated
b. Any service standardization makes employee empowerment impossible
c. Service standardization is not necessary when the organization empowers its employees
d. The use of service standardization is compatible with employee empowerment
e. There is no overlapping relationship between service standardization and employee empowerment -
correct answer ✔✔d
