CHAPTER 10
MULTIPLE CHOICE QUESTIONS
1. _______ is our participation in the production process, which needs to be managed
by a service firm.
a. Consumer performance
b. Marketing performance
c. Service performance
d. Operational performance
e. None of the above
2. What is novice and expert performance?
a. individual’s participation in the production process
b. spectrum of performance ability
c. how to be part of the production process
d. how not to be part of the production process
e. all of the above
3. An individual who has expertise in the choice process of buying is called:
a. Expert performer
b. Expert consumer
c. Novice consumer
d. Novice performer
e. Consumer performer
4. What is the operations management concept of ensuring that the core of the
production process is able to run as efficiently as possible?
a. Low contact system
b. Decouping manufacturing
c. Buffering the technical core
d. High contact system
e. None of the above
5. In a high contact system, management depends:
a. Market performance
b. Employee performance – small part
c. Employee performance – integral part
d. Consumer performance – integral part
e. Consumer performance – small part
6. A side benefit of expert consumers is:
a. Recognize good service
b. Praise employees
c. Understand the complexity of the system
d. Tolerant more failure
e. All of the above
7. An airline trip has been completely revolutionized by the productivity gains from:
a. information technology
b. consumer performance
c. consumer satisfaction
d. expert consumers
e. none of the above
8. How can a service firm meet expectations for an expert consumer performer?
a. Provide them an expected script
b. Through attribution
c. Give them control
d. Provide self-service
e. Audit the expert consumer
9. 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
10. A useful metaphor for the service encounter is that of a:
a. Theatrical drama
b. Medical practice
c. College admissions
d. Amusement park
e. None of the above
11. Scripts are extremely useful to individuals. Individuals have a deep-set need for:
a. Performance
b. Control and predictability
c. Attribution
d. Satisfaction
e. Self service
12. Applying the performance logic would suggest how many key tasks for
management?
a. 4
b. 5
c. 6
d. 7
e. 8
13. Which of the following is NOT a key task for management when applying the
performance logic?
a. Audit your consumer performance expertise
b. Increase the share of consumers who are expert performers
c. Use service provider strategies on your consumers
d. Managing the customer and service mix
e. Ignoring novices and experts
14. What is an approach for service firms trying to increase the share of consumers who
are expert performers?
a. Manage customer and service mix
b. Auditing consumer performance
c. Help consumers become experts
d. Self service technology
e. All of the above
15. Which of the following gives the right clues about a service business where
consumers pick the best fit for their needs?
a. Self selection
b. Expert consumer
c. Novice consumer
d. Expected script
e. Self satisfaction
16. 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. None of the above
17. Starting from a _________ perspective, consumers have been viewed as partial
employees.
a. Operations
b. Manufacturing
c. Marketing
d. Human resource
e. Finance
18. _________ has been related to positive outcomes for the firm, including customer
satisfaction, motivation and perceived quality.
a. Consumer socialization
b. Compatibility management
c. Market-focused management
d. Industrial management
e. Consumer performance
19. Strategies developed to minimize this “principle of waiting” have led to increased
profit opportunities for the firm.
a. preprocess waits feel longer than in process waits
b. unoccupied time feels longer than occupied time
c. unfair waits are longer the equitable waits
d. anxiety makes the wait seem longer
e. uncertain waits are longer than known, finite waits
20. 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 time feels longer than occupied time
c. unfair waits are longer the equitable waits
d. the more valuable the service, the longer the customer will wait
e. uncertain waits are longer than known, finite waits
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 time feels longer than occupied time
c. unfair waits are longer the equitable waits
d. solo waits are longer than group waits
e. the more valuable the service, the longer the customer will wait
22. .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 are longer the equitable waits
d. anxiety makes the wait seem longer
e. uncertain waits are longer than known, finite waits
23. Which of the following statements is not correct?
a. preprocess waits feel longer than in process waits
b. occupied time feels longer than unoccupied time
c. unfair waits are longer the equitable waits
d. anxiety makes the wait seem longer
e. uncertain waits are longer than known, finite waits
24. 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. finite waits are longer than uncertain waits
d. in-process waits are longer than preprocess waits
e. all of the above statements are incorrect
25. _______ waits serve the function of occupying customers’ time and reduces the
perceived wait.
a. Solo
b. Group
c. Friends
d. Anxiety
e. customer
SHORT-ANSWER ESSAY
26. Discuss the old and new model for the end-to-end process of taking an airline
trip.
27. List the eight “principles of waiting.”
28. Describe the way managers from different functions need to change their thinking
because of the consumer inseparability model.