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Test Bank ― Chapter 11 Page 1
Chapter 11
Managing People for Service Advantage
GENERAL CONTENT
Multiple Choice Questions
1. From the customer’s perspective which of the following is the most important aspect
of service?
2. Service employees are important to customers and competitive positioning because
the front line ____________.
3. Training is most effective at reducing ____________.
4. Emotional labor is when employees ____________.
5. Outcomes of the “Cycle of Failure” for firms include ____________ and
____________.
6. The “Cycle of Failure” includes all of the following EXCEPT ____________.
7. Companies that engage in a “Cycle of Success” are more likely to have which of the
following?
8. Employees should be trained in all these areas EXCEPT ____________.
9. A strategy of empowerment is most likely to be appropriate when which of the
following factors are present within the organization and its environment?
10. The definition of a team includes all of the following EXCEPT ____________.
True/False
11. Employee satisfaction typically has little impact on customer satisfaction.
12. E-mail and telephone service interactions are just as visible as face-to-face
interactions.
13. Boundary spanners work in some of the most demanding jobs in service firms.
14. Customer contact personnel have to attend to both operational and marketing goals
and this causes person/role conflict.
15. The “Cycle of Mediocrity” is most often found in large, bureaucratic organizations
like regulated oligopolies.
16. Great references from past employers are not a form of behavioral observation.
17. Interpersonal skills include visual communication, attentive listening, and body
language and tend to be specific to each service setting.
18. Technical skills encompass all the required knowledge related to processes.
19. Empowerment is suitable for all situations.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
20. Suggestion involvement empowers employees to make recommendations through
formalized channels.
Short Answer
21. What are the three main causes of role stress in frontline positions?
22. What are the three levels of employee involvement?
23. What is job content?
24. How should goals be designed, so that they are effective?
25. Define service culture.
A service culture includes shared perceptions of what is important in an organization
Test Bank ― Chapter 11 Page 5
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Essay
26. Discuss why call centers are important or unimportant to customer perceptions of
service firms. Give an example to back up your argument.
27. How can firms build a strong service culture?
APPLICATION CONTENT
Multiple Choice Questions
28. Cora Griffth has nine rules of success for excellent service as a waitress. They
include all of the following EXCEPT ____________.
a. getting things right the first time
b. listening first
c. anticipating customers’ wants
d. treating customers like family
e. taking pride in one’s work
29. Excellent service firms use all of the following to identify the best job candidates
EXCEPT ____________.
a. observing behavior
b. conducting personality tests
c. interviewing applicants
Test Bank ― Chapter 11 Page 6
d. viewing transcripts
e. providing applicants with realistic job previews
30. One of Ritz-Carlton’s hiring principles is ____________.
a. maintain a tight knit group
b. hire people with the right personality
c. “training, training, training”
d. customer service is first
e. new hires lead the way
31. If a Nordstrom sales associate replaces shirts at no cost to the client, it is an example
of ____________.
a. centralized decision-making
b. service theft
c. employee empowerment
d. service sabotage
e. rule setting
32. Singapore Airlines uses teams for all of the following EXCEPT ____________.
a. train staff
b. provide emotional support
c. assess staff
d. promote staff
e. mentor cabin crew
True/False
33. According to John Wooden, “Too often, the big talkers are the big doers.”
34. The Ritz-Carlton uses personality profiles to select the best applicants.
35. Training at Apple includes how to phrase words in a positive rather than negative
way.
36. All employees are eager to be empowered.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
37. Southwest Airlines illustrates a high-involvement company.
Short Answer
38. The suggested salary to attract top performers is in the range of what percentile of the
market?
39. Give two reasons for using multiple interviewers.
40. Give an example of a company where the winner of the show gets a chance to join
the company.
41. Give an example of an organization that helps company’s build a service culture.
42. What is the key philosophy of Singapore Airlines?
The team concept, or teamwork.
Essay
44. How is Cora Griffith’s work strategy indicative of the “Cycle of Success?”
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
43. Discuss the causes and implications of low-pay/high turnover human resource
strategies.
45. Describe how Disney selects the right people.
Disney is comprised of a multitude of frontline and behind-the-scenes employees.
