Question 1

A sign at the entrance to the children's hospital contained the hospital's mission statement and explained its vision. This sign provided patients and their families with _____ orientation.
A) Place
B) Cultural
C) Promotable
D) Physical evidence
E) Function

Accepted Answer

The answer of A sign at the entrance to the...

Question 2

The overall goal of a customer participation strategy is to:
A) Determine optimal production levels
B) Increase customer satisfaction and productivity
C) Eliminate uncertainty due to customer actions
D) Maximize word-of-mouth advertising
E) Act socially responsible

Accepted Answer

The overall goal of a customer participation strategy is to increase customer satisfaction and productivity by involving customers in the creation and delivery of products and services. This can lead to a better understanding of customer needs and preferences, as well as increased brand loyalty and positive word-of-mouth advertising. While acting socially responsible may be a secondary objective of a customer participation strategy, it is not the primary goal. Similarly, determining optimal production levels or eliminating uncertainty due to customer actions may be important considerations, but they are not the main focus of a customer participation strategy.

Question 3

Private schools that have mentoring programs for new minority students are encouraging experienced students to perform which of the following customer jobs?
A) Helping himself or herself
B) Positioning the company
C) Promoting the company
D) Recruiting customers
E) Helping others

Accepted Answer

By mentoring new minority students, experienced students are helping others, which falls under the customer job of "helping others."

Question 4

Which of the following companies has had the greatest success with SSTs?
A. Old Navy stores
B. Domino's pizza
C. Ford Motor Company
D. HYPERLINK "http://www.ebay.com/" EBay.com
E. A landscaping company

Accepted Answer

The answer of Which of the following companies has had...

Question 5

Which of the following is an example of an SST?
A) A haircut
B) Mowing your own grass
C) An x-ray
D) A car repair
E) An electronic hotel checkout

Accepted Answer

An electronic hotel checkout is an example of a self-service technology (SST) because it allows customers to complete their checkout process without the assistance of a hotel employee.

Question 6

Discover Card has an automated inquiry system that enables card members to obtain their current balance, available credit and payment information via telephone without speaking to an account representative. By increasing customer participation in the service process with its automated inquiry system, Discover Card is:
A) Recruiting customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Accepted Answer

Discover Card is managing the customer mix by increasing customer participation in the service process with its automated inquiry system.

Question 7

Chatham Landing, an apartment complex in Orlando, Florida, offers tenants $200 off one month's rent for each new tenant referral. By rewarding tenants for making a tenant referral, Chatham Landing is encouraging tenants to perform which of the following customer jobs?
A) Helping oneself
B) Positioning the company
C) Promoting the company
D) Recruiting customers
E) Helping others

Accepted Answer

The referral program is designed to incentivize current tenants to promote the apartment complex to potential new tenants, effectively acting as promoters for the company.

Question 8

On site, customers require two kinds of orientation. They are place orientation and:
A) Time orientation
B) Function orientation
C) Social orientation
D) Cultural orientation
E) Promotable orientation

Accepted Answer

Customers require place orientation to understand the layout and navigate the space, and function orientation to understand how things work or how to use services or facilities available on site.

Question 9

Lois Kay is an experienced baker. She has decided to bake and decorate her daughter's wedding cake instead of ordering one at the bakery. Her decision to bake her daughter's cake herself was based on this knowledge and the joy of seeing her daughter's face as she first looks at the wedding cake made by her mother. Kay's decision to produce the service herself was primarily guided by:
A) Expertise capacity and psychic rewards
B) Economic rewards and trust
C) Control and empathy
D) Resource capacity and economic rewards
E) Economic rewards and psychic rewards

Accepted Answer

Kay's decision to bake her daughter's wedding cake was guided primarily by her expertise capacity as an experienced baker, and the psychic rewards she would receive from seeing her daughter's face light up at the sight of the cake made by her mother. The other options (B, C, D, E) do not accurately reflect the primary reasons for Kay's decision.

Question 10

An airport with large, easily read signage and well-designed foot traffic patterns that allow travelers to perform their roles with ease is providing travelers with _____ orientation.
A) Place
B) Cultural
C) Promotable
D) Physical evidence
E) Function

Accepted Answer

The scenario describes an airport that provides travelers with clear physical cues to navigate the space, indicating a strong sense of place orientation.

Question 11

Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon all of the following EXCEPT:
A) Psychic rewards
B) Trust
C) Empathy
D) Resource capacity
E) Control

Accepted Answer

All of the other factors listed (psychic rewards, trust, resource capacity, and control) can influence the decision to produce a service in-house or outsource it. Empathy, however, is not typically considered as a factor in this decision.

Question 12

When Alicia went to talk to a cleaning service about having the carpets in her apartment shampooed, she was told that if she would rent the service's equipment and do it herself, it would cost her 50 percent less and be done much sooner because the service's personnel were booked solid for the next two weeks. The cleaning service is:
A) Rewarding customers
B) Positioning customers
C) Managing the customer mix
D) Defining customers' jobs
E) Educating customers

Accepted Answer

The answer of When Alicia went to talk to a...

Question 13

A consumer's decision to produce a service for himself or herself or contract externally for the service depends on a variety of factors. Which of the following is an example of a psychic reward a homeowner might receive if he decides to landscape his own yard instead of hiring a landscape design expert?
A) Control over the landscaping process and the final results
B) Feelings of pride and pleasure as he looks at the final results
C) A high degree of confidence and trust in his own ability to landscape
D) The skills and knowledge of a landscape artist
E) Less expensive process than a professional landscaper would offer

Accepted Answer

The psychic reward a homeowner might receive if he decides to landscape his own yard instead of hiring a landscape design expert would be the feelings of pride and pleasure as he looks at the final results. This is a subjective personal feeling that cannot be obtained by outsourcing the service to a professional.

Question 14

When Tim got in line to pay for his groceries, he picked the line in which he was required to scan the prices of his groceries and bag them himself. He was pleased with the use of ____ because it would allow him to get his eggs home unbroken without some store bagger dropping a melon on top of them.
A) A promotable differentiator
B) An ergonomic layout
C) SSTs
D) ISPs
E) Robotics

Accepted Answer

SST stands for Self-Service Technology, which is the type of system Tim chose to use. This technology allows customers to scan and bag their own groceries, which can be a convenient and efficient way to shop. Additionally, as Tim noted, it can help prevent damage to fragile items like eggs since the customer is in control of how they are bagged.

Question 15

After having a positive service experience at Lens Crafters when she had her eyes examined and purchased new contact lenses, Diane recommended Lens Crafters to two of her friends who were planning to get new eyeglasses. Diane is performing which of the following customer jobs?
A) Helping himself or herself
B) Positioning the company
C) Promoting the company
D) Recruiting customers
E) Helping others

Accepted Answer

Diane is promoting the company by recommending Lens Crafters to her friends.

Question 16

_____ are services produced entirely by the customer without any direct involvement or interaction with the firm's employees.
A) Actor-oriented services
B) Drama monologues
C) Self-service technologies
D) Frequency marketing programs
E) Competitive differentiators

Accepted Answer

Self-service technologies are those in which the customer is able to perform the necessary steps and actions themselves, without the need for involvement or assistance from employees of the firm. Examples of self-service technologies include self-checkout kiosks, online banking platforms, and mobile ordering apps.

Question 17

Hyatt Hotels has installed automated check-in machines at hotels in Atlanta and Chicago. To check in and get a room key, guests insert a credit card into the machine. Hyatt is experimenting with the use of:
A) Self-service technologies
B) Functional symbols
C) Robotics
D) Compatibility management
E) Output dimensions

Accepted Answer

Hyatt Hotels is using self-service technologies by installing automated check-in machines for guests to check in and get a room key by themselves.

Question 18

Ravela does not want to use the self-checkout lane at the supermarket because it "just seems too complicated". What factor primarily has determined her reluctance to try the new self-service technology?
A) Customer readiness
B) Capability management
C) Emotional resources
D) The empowerment of technology
E) Personal autonomy

Accepted Answer

Ravela's reluctance to use the new technology is likely due to her lack of customer readiness, meaning she may not feel comfortable or confident using the self-checkout lane.

Question 19

Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon a non-economic factor that is referred to as:
A) Intuitive bonuses
B) Extraordinary incentives
C) Incentives for amelioration
D) Psychic rewards
E) Altruism

Accepted Answer

The non-economic factor referred to as psychic rewards could include personal satisfaction, pride, or a sense of accomplishment from producing a service oneself instead of outsourcing it to an external provider.

Question 20

Which of the following is NOT a strategy for enhancing customer participation in the service process?
A) Recruit customers
B) Position customers
C) Manage the customer mix
D) Define customers' roles
E) Educate customers

Accepted Answer

Positioning customers (such as grouping them by demographic or behavior) is not a strategy for enhancing customer participation in the service process. The remaining options are all valid strategies for increasing customer participation. Recruiting, managing the customer mix, defining roles, and educating customers can all encourage them to take a more active role in the service process.

Quiz 13: Customers Roles in Service Delivery

A sign at the entrance to the children's hospital contained the hospital's mission statement and explained its vision. This sign provided patients and their families with _____ orientation.

The overall goal of a customer participation strategy is to:

Private schools that have mentoring programs for new minority students are encouraging experienced students to perform which of the following customer jobs?

Which of the following companies has had the greatest success with SSTs? A. Old Navy stores B. Domino's pizza C. Ford Motor Company D. HYPERLINK "http://www.ebay.com/" EBay.com E. A landscaping company

Which of the following is an example of an SST?

Chatham Landing, an apartment complex in Orlando, Florida, offers tenants $200 off one month's rent for each new tenant referral. By rewarding tenants for making a tenant referral, Chatham Landing is encouraging tenants to perform which of the following customer jobs?

On site, customers require two kinds of orientation. They are place orientation and:

An airport with large, easily read signage and well-designed foot traffic patterns that allow travelers to perform their roles with ease is providing travelers with _____ orientation.

Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon all of the following EXCEPT:

After having a positive service experience at Lens Crafters when she had her eyes examined and purchased new contact lenses, Diane recommended Lens Crafters to two of her friends who were planning to get new eyeglasses. Diane is performing which of the following customer jobs?

_____ are services produced entirely by the customer without any direct involvement or interaction with the firm's employees.

Hyatt Hotels has installed automated check-in machines at hotels in Atlanta and Chicago. To check in and get a room key, guests insert a credit card into the machine. Hyatt is experimenting with the use of:

Ravela does not want to use the self-checkout lane at the supermarket because it "just seems too complicated". What factor primarily has determined her reluctance to try the new self-service technology?

Whether a household or a firm chooses to produce a particular service for itself or contract externally for the service depends upon a non-economic factor that is referred to as:

Which of the following is NOT a strategy for enhancing customer participation in the service process?