Deck 10: People As Strategy: Managing Service Customers

Question 1

A side benefit of expert consumers is:

A)they can recognize good service and praise employees.
B)they understand the complexity of the system and can be more tolerant of failure.
C)they know how to make good buying choices.
D)they can recognize good service and praise employees,and they understand the complexity of the system and can be more tolerant of failure.
E)they can recognize good service and praise employees,and they know how to make good buying choices.

Answer 1

D

Question 2

Which of the following is considered to feel like the longest wait of all?

A)uncertain wait
B)unoccupied wait
C)preprocess wait
D)in-process wait
E)post-process wait

Answer 2

E

Question 3

Disney informs guests how long the wait will be along various points of the lines that form for each of its attractions.This strategy helps minimize the effects of which of the following principles of waiting?

A)Preprocess waits feel longer than in-process waits.
B)Unoccupied waits feel longer than occupied waits.
C)Unfair waits seem longer than equitable waits.
D)The more valuable the service,the longer the customer will wait.
E)Uncertain waits feel longer than known,finite waits.

Answer 3

E

Question 4

A patient's participation in the service process at the doctor's office is referred to as _____ performance.

A)consumer
B)marketing
C)service
D)operational
E)​patient

Question 5

The benchmark against which a consumer will evaluate a service experience is the:

A)attribution.
B)theatrical analogy.
C)technical core.
D)approximate script.
E)expected script.

Question 6

The management of a diverse group of customers with different needs within the same service setting is called:

A)consumer socialization.
B)compatibility management.
C)market-focused management.
D)industrial management.
E)service inclusion.

Question 7

All of the following are true regarding technology except:

A)technology imposes tighter scripts on consumers.
B)machines programmed with "if-then" branches to provide variations in the script are often regarded astedious and boring by customers.
C)machines can be empowered.
D)the introduction of information technology to enhance service operations has produced mixed results.
E)none of these are exceptions.

Question 8

From a(n) ____ perspective,consumers have been viewed as partial employees and socialized in similar ways.

A)operations management
B)manufacturing
C)marketing
D)research and development
E)finance

Question 9

What is an approach for service firms trying to accelerate the creation of their own expert performers?

A)Discourage novice consumers.
B)Audit consumer performance.
C)Let consumers watch each other.
D)Use self-service technology.
E)Encourage novice and expert interaction.

Question 10

Scripts are extremely useful to individuals,because individuals have a deep-set need for:

A)performance.
B)control and predictability.
C)attribution.
D)satisfaction.
E)self service.

Question 11

Which of the following statements related to attribution is NOT true?

A)There is a proven tendency for people to claim more responsibility for success in situations where theoutcome is produced with others.
B)There is a proven tendency for people to claim less responsibility for failure in situations where theoutcome is produced with others.
C)With self-service technology,there is a tendency to blame the technology when things go wrong.
D)With self-service technology,there is a tendency for consumers to credit the technology when theexperience is satisfying.
E)A "self-serving bias" has been shown to be applicable to situations of co-production of service.

Question 12

Strategies developed to minimize thisprinciple of waiting have led to increased profit opportunities for the firm.

A)Preprocess waits feel longer than in-process waits.
B)Unoccupied waits feel longer than occupied waits.
C)Unfair waits seem longer than equitable waits.
D)Anxiety makes the wait seem longer.
E)Uncertain waits feel longer than known,finite waits.

Question 13

All of the following are strategies firms can adopt to increase the proportion of their customers who are expert performers except:

A)attract consumers who are more likely to become experts.
B)accelerate the creation of their own experts
C)build loyalty to keep the experts they have.
D)change scripts carefully.
E)none of these are exceptions.

Question 14

All of the following are key tasks in managing consumer performance except:

A)audit your consumer performance expertise.
B)increase the share of expert consumers.
C)create systems to cope with novices and experts.
D)manage script changes carefully.
E)deviate from the script whenever necessary.

Question 15

A useful metaphor for the service encounter is that of a(n):

A)theatrical drama.
B)medical practice.
C)college admission.
D)amusement park.
E)fencing duel.

Question 16

An individual who has expertise in the choice process of buying is called a(n):

A)expert customer.
B)expert consumer.
C)novice consumer.
D)novice customer.
E)consumer performer.

Question 17

For a service business,buffering the technical core does NOT mean:

A)minimizing dependence on consumer performance.
B)production-lining the parts of the operation that can be isolated.
C)decoupling production from the environment and customer as much as possible.
D)offering more personalized service.
E)ensuring that the core of the service is able to run as efficiently as possible.

Question 18

Which of the following is true of a high-contact system?

A)It allows for the use of more traditional manufacturing "production line" approaches.
B)It minimizes the dependence on consumer performance.
C)This approach argues for the buffering of the technical core.
D)The consumer is an integral part of the process.
E)There is less dependence on managing the way the consumer behaves.

Question 19

The allocation of responsibility to self and other people,or even chance,is called:

A)satisfaction.
B)predictability.
C)control.
D)expected script.
E)attribution.

Question 20

Which of the following is an example of a business with a low-contact system?

A)self-service gasoline station
B)hair salon
C)self-scanning,self-bagging supermarket
D)maid service while client is out
E)seat-yourself restaurant

Question 21

Fast-food restaurants such as Wendy's,Burger King,and Taco Bell employ a single-line strategy.In comparison,McDonald's employs a multiple line strategy.The single-line strategy helps minimize the effects of which of the following principles of waiting?

A)Preprocess waits feel longer than in-process waits.
B)Unoccupied waits feel longer than occupied waits.
C)Unfair waits seem longer than equitable waits.
D)Solo waits feel longer than group waits.
E)The more valuable the service,the longer the customer will wait.

Question 22

Which of the following 15-minute waits likely feels the shortest?

A)A man waits in line at the bank.
B)A group of friends chat while waiting to be allowed into the theater.
C)A woman waits for the doctor to come into the examining room.
D)A teen waits for test results.
E)A driver waits in a traffic jam.

Question 23

Describe the way managers from different functions need to change their thinking because of the consumer inseparability model.

Question 24

List the eight principles of waiting.

Question 25

Which of the following principles of waiting is stated correctly?

A)Group waits are longer than solo waits.
B)Explained waits are longer than unexplained waits.
C)Unfair waits are longer than equitable waits.
D)In-process waits are longer than preprocess waits.
E)Finite waits are longer than uncertain waits.

Question 26

Which of the following statements is NOT correct?

A)Preprocess waits feel longer than in-process waits.
B)Occupied waits feels longer than unoccupied waits.
C)Unfair waits seem longer than equitable waits.
D)Anxiety makes the wait seem longer.
E)Uncertain waits feel longer than known,finite waits.

Question 27

Discuss the old and new models for the end-to-end process of taking an airline trip.

Question 28

Doctors' offices frequently stage their patients by asking patients to move from the formal waiting area to an examination room.This strategy helps minimize effects of which of the following principles of waiting?

A)Preprocess waits feel longer than in-process waits.
B)Solo waits feel longer than group waits.
C)Unfair waits seem longer than equitable waits.
D)Anxiety makes the wait seem longer.
E)Uncertain waits feel longer than known,finite waits.