Question 1

Indirect observation methods provide more comprehensive types of information than direct methods of observation.

Accepted Answer

Indirect observation methods, while useful for gathering data without influencing the subject's behavior, often lack the depth and detail that direct observation methods can provide, as direct methods allow for real-time, comprehensive insights into behaviors, reactions, and interactions.

Question 2

It is best to use a single method for measuring and evaluating service performance.

Accepted Answer

It is not best to use a single method for measuring and evaluating service performance. Different methods can provide different insights into the overall performance and areas for improvement, so it is often useful to use multiple methods for a comprehensive evaluation.

Question 3

It is easy to predict and anticipate all of the variables likely to affect performance quality.

Accepted Answer

It is not possible to predict or anticipate all variables that can affect performance quality, as there are often unexpected factors that can come into play.

Question 4

Surveys cannot capture the experiential nature of services.

Accepted Answer

Surveys are limited to capturing the customer's perception of their service experience and cannot fully capture the nuances and emotions of the experience itself.

Question 5

Management by walking around is an unobtrusive observational method.

Accepted Answer

Management by walking around is a hands-on, direct participation approach by managers, not an unobtrusive observational method. It involves managers being actively involved and visible in the work area, engaging with employees.

Question 6

Experimental field testing is used to evaluate new service concepts on a small scale.

Accepted Answer

Experimental field testing is indeed used to evaluate new service concepts on a small scale before a full-scale implementation. This allows for any issues or concerns to be addressed before the service is fully launched.

Question 7

Obtrusive observation data collection occurs when the observations that are being made are concealed from those being observed.

Accepted Answer

Obtrusive observation data collection is when the individuals being observed are aware that they are being observed. Unobtrusive observation data collection is when the individuals being observed are not aware that they are being observed.

Question 8

According to Len Berry,great service companies measure service providers' performance,even though they do not reward their excellence.

Accepted Answer

Len Berry emphasizes that great service companies not only measure service providers' performance but also reward their excellence, as recognizing and rewarding outstanding service is key to motivating staff and maintaining high service standards.

Question 9

Customer feedback cards are a type of survey method of data collection.

Accepted Answer

Customer feedback cards collect data through a survey method where customers are asked to provide feedback on their experience with a particular product or service.

Question 10

Service performance measurement seeks to understand the customers' and the employees' points of view in order to determine what an organization is doing right or wrong.

Accepted Answer

Service performance measurement is based on understanding the perceptions and opinions of customers and employees to identify strengths and weaknesses in an organization's service delivery.

Question 11

When using an observational technique,service researchers must protect the customer's privacy.

Accepted Answer

Service researchers must ensure that observing customers does not infringe upon their privacy rights. They should obtain customers' consent before conducting any observations and take measures to keep the data collected confidential. This includes removing any identifiable information and using the data only for research purposes.

Question 12

A service failure occurs when a customer experience with the service falls short of their expectations.

Accepted Answer

A service failure is defined as a situation where the service provided to the customer does not meet their expectations or needs. It can include things like delays, mistakes, or a lack of quality in the service or product provided.

Question 13

Mystery shopping is an obtrusive method of gathering data about an organization's service performance.

Accepted Answer

Mystery shopping is considered an unobtrusive method because the shopper acts like a regular customer and does not reveal their purpose, thus not affecting the natural service process.

Question 14

Measurement is the heart of quality improvement.

Accepted Answer

Measurement is essential in identifying issues, monitoring progress, and determining if improvements have been made. Without measurement, it is impossible to know if quality has improved or if further changes are necessary.

Question 15

Focus groups are helpful for generating useful ideas for new services and service improvements or to explore a service's strengths and weaknesses.

Accepted Answer

Focus groups are a common method for gathering feedback and ideas from a group of individuals in a structured setting, making them useful for generating ideas and exploring strengths and weaknesses of a service.

Question 16

A critical incident is an observable event during a service encounter that contributes in a significant way toward a satisfactory or unsatisfactory service experience.

Accepted Answer

A critical incident is defined as a specific event or encounter during a service experience that leads to a positive or negative customer perception. It is a significant moment that determines the overall level of customer satisfaction. Therefore, the statement is true.

Question 17

Concealed,direct human observation is often the method of choice when it comes to studying services phenomena.

Accepted Answer

Concealed, direct human observation allows researchers to observe and record behavior without the participants being aware that they are being observed, which can lead to more accurate results when studying service phenomena.

Question 18

Depending on the specific technique selected,observational methods allow the researcher to gain a close-up and thorough picture of the service phenomena.

Accepted Answer

Observational methods allow researchers to observe and closely examine a phenomena, which can provide a detailed picture of the service being studied.

Question 19

When determining what it is doing right or wrong,the service organization should examine its performance from only the customers' point of view.

Accepted Answer

While the customers' point of view is important, it is not the only perspective that should be considered when examining a service organization's performance. The organization should also consider internal processes, employee satisfaction, financial performance, and other relevant factors.

Question 20

Employee reports are not useful for collecting information on an organization's service performance.

Accepted Answer

Employee reports can provide valuable information on an organization's service performance as they provide insight into the experiences and feedback of frontline employees who directly interact with customers.

Quiz 12: Researching Service Success and Failure