Deck 6: Service Quality

Question 1

Managing evidence of information is the key to closing the gap between customer perception and service delivery.

Answer 1

True

Question 2

In the service quality gap model, GAP1 arises because of the management's lack of understanding about how customers formulate their expectations.

Answer 2

True

Question 3

Setting goals and standardizing service delivery tasks will help close GAP3, the service performance gap.

Answer 3

False

Question 4

Fixing service-process problems before they affect the customer could be classified as another component to the systematic-response approach.

Question 5

Juran identified internal failure costs, external failure costs, detection costs, and prevention costs.

Question 6

According to the SERVQUAL quality assessment instrument, responsiveness is the most important dimension of service quality.

Question 7

A service guarantee becomes a service winner when it covers all aspects of the service.

Question 8

The systematic-response approach to service recovery uses a protocol to handle customer complaints.

Question 9

The average business hears only from 10 percent of its dissatisfied customers.

Question 10

Severity of failure, speed of recovery, service guarantee and perceived service quality are all factors governing service recovery expectations.

Question 11

The first stage or rung of the service quality ladder is cost of quality.

Question 12

A process is said to be in control when all the variation that is noticed can be assigned to specific causes.

Question 13

Being meaningful and easy to invoke are important elements of a good unconditional service guarantee.

Question 14

The concept of quality service deployment is based on the belief that services should be designed to reflect customer requirements.

Question 15

When customer expectations are confirmed by perceptions, service quality is considered satisfactory.

Question 16

The term "producer's risk" refers to the probability that a sample will indicate an acceptable quality incorrectly.

Question 17

A customer's failure to remember the process steps is an error that falls in the preparation category.

Question 18

The most important function of SERVQUAL is to keep a record of service quality trends through periodic customer surveys.

Question 19

The Walk-through Audit focuses on the effectiveness of each stage in the service delivery process

Question 20

Serving complimentary drinks on a delayed flight is an example of empathy being shown by the service personnel to the irate customer.

Question 21

Shigeo Shingo is credited with which of the following quality ideas?

A) robustness
B) quality is free
C) poka-yoke
D) quality function deployment

Question 22

Which of the following is not considered effective in achieving and maintaining service quality?

A) Encouraging service providers to be highly visible in dealing with customers.
B) Establishing peer groups among service providers to foster teamwork and a sense of pride.
C) Installing a system of incentives that emphasizes quality.
D) Increasing supervision of service providers.

Question 23

Which of the following is not an advantage of offering a service guarantee?

A) It acts as a mechanism to differentiate the firm from its competitors.
B) It advertises the firm's commitment to quality.
C) It allows employees to interpret broadly the firm's service standards.
D) It acts as a means of receiving feedback from customers.

Question 24

Which one of the following is not an approach to service recovery.

A) case-by-case
B) systematic-response
C) unconditional guarantee
D) early intervention

Question 25

There are five dimensions that customers use to judge service quality. The willingness to help customers and to provide prompt service is

A) assurance.
B) empathy.
C) reliability.
D) responsiveness.

Question 26

The difference between a customer's ________ of a service and the _______ of the service delivered is called GAP 5.

A) perceptions; perceptions
B) perceptions; expectations
C) expectations; perceptions
D) expectations; expectations

Question 27

Which of the following is not true of a Customer Satisfaction Survey?

A) Survey can be completed at customer convenience.
B) Survey usually is conducted by operations personnel.
C) Primary focus of survey is on overall impression of service.
D) Survey is designed around common service dimensions.

Question 28

Which one of the following is not an example of detection costs?

A) Rework
B) Collecting quality data
C) Process control
D) Periodic inspection

Question 29

Which of the following is not part of a good service guarantee?

A) It is unconditional.
B) It is easy for the customer to understand.
C) It is meaningful to the customer.
D) It is difficult for the customer to invoke.

Question 30

When a process appears to be functioning properly when, if fact, it is out of control, the type of error and injured party is identified as:

A) Type I error, producer's risk
B) Type II error, consumer's risk
C) Type I error, consumer's risk
D) Type II error, producer's risk

Question 31

All of the following are examples of "detection costs" of quality except

A) Quality planning.
B) Periodic inspection.
C) Process control.
D) Collecting quality data.

Question 32

Which of the following is not possible using SERVQUAL?

A) Record customer expectations.
B) Track service quality trends.
C) Measure the quality of competitors.
D) Identify dimensions of service quality.

Question 33

A gap in service quality is not the difference between:

A) customer expectations and management's perceptions of customer expectations.
B) the service delivery and the results that are communicated externally to the customer.
C) customer expectations and management's perception of the delivered service.
D) the perceptions of the delivered service that are translated into service quality specifications and the actual service delivery.

Question 34

The Club Med example illustrated the creative initiative by staff to implement a pre-recovery.
Multiple Choice

Question 35

Which of the following is a strategy for closing the gap between customer expectations and management perceptions of customer's expectations (GAP 1)?

A) Standardization of service delivery.
B) Improved market research.
C) Employee empowerment.
D) Investment in training.

Question 36

Which of the following dimensions of service quality is most important to customers?

A) Empathy
B) Assurance
C) Reliability
D) Tangibles

Question 37

Which of the following is not a reason that a service guarantee works?

A) Encourages individual employees to set their own standards.
B) Generates reliable data on poor performance.
C) Builds customer loyalty.
D) Forces a firm to identify failure points.

Question 38

Which of the following is a poka-yoke method?

A) Adopting a checklist to help an employee avoid making a mistake
B) Designing a service to reflect the customers' needs and requirements
C) Designing a service in a robust manner that can withstand abuse by customers
D) Comparing a firm's quality performance to the performance of others that are considered "best in class"

Question 39

Which of the following statements is not true concerning a service guarantee?

A) A well designed and implemented service guarantee can help a firm gain control over its operation
B) Fear of customer cheating inhibits some mangers from adopting a service guarantee.
C) Managers are likely to worry about the costs of a service guarantee, but for the wrong reasons.
D) Managers who seek control over the financial consequences of a service guarantee should require customers to meet various conditions.

Question 40

The costs of quality for services include all of the following except:

A) failure costs.
B) prevention costs.
C) control costs.
D) detection costs

Question 41

Which of the following is not true of a Walk-through Audit?

A) Focuses on five dimensions of service package.
B) Emphasis is on evaluation of each stage of service delivery.
C) Survey is completed at customer convenience.
D) Survey usually conducted by operations personnel.