CHAPTER 13
MULTIPLE CHOICE QUESTIONS
1. According to the text, which of the following is NOT a type of complainer?
a. meek customer
b. aggressive customer
c. high-roller custmer
d. rip-off customer
e. ugly customer
2. Services that do not meet customer expectations are called:
a. service failures
b. critical incidents
c. Servuction failures
d. service recovery
e. instrumental complaints
3. Which of the following is not a main service failure category discussed in the
text?
a. unprompted and unsolicited employee actions
b. responses to customers implicit needs
c. pricing failures
d. core service failures
e. responses to explicit needs
4. In general, the service failure category of implicit and explicit customer needs
and requests consist of employee responses to which types of possible failures?
a. special needs
b. customer preferences
c. disruptive others
d. customer errors
e. all of the above
Matching:
Categorize each of the following service failures into its appropriate main service failure
category.
a. responses to core service failure
b. responses to needs and requests
c. unprompted/unsolicited employee action
5. unavailable or slow service __________
6. dirty silverware in a restaurant __________
7. disruptive customers __________
8. rude service providers __________
9. a customer who locks himself out of his
hotel room __________
10. a sales clerk who excessively follows a
customer throughout the store __________
11. a customer who orders a hamburger medium
rare and receives it well-done __________
12. an employee purposely gives out the wrong
amount of change __________
13. an individual with a disability is unable to gain
access to the managing partner’s office __________
14. a flight attendant begins to tell jokes over the
aircraft’s intercom system __________
15. Service failures involving problematic customer include _____.
a. uncooperative customers
b. breaking company policies
c. drunkenness
d. verbal and physical abuse
e. all of the above
16. Consumer complaints tend to be:
a. instrumental and ostensive
b. instrumental and reflexive
c. noninstrumental and ostensive
d. noninstrumental and reflexive
e. ostensive and reflexive
17. __________ are complaints that are expressed without the expectation that
the problem will be solved.
a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
18. __________ complaints are registered for the expressed purpose of altering
an undesirable state of affairs.
a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
19. In general, individuals avoid making this type of complaint so as not to reinforce
negative self-esteem.
a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
20. This type of complaint is not usually heard because people seldom want to
convey negative attributes about themselves to others.
a. ostensive
b. instrumental
c. reflexive
d. noninstrumental
e. none of the above
21. Complaints about the weather being too hot can be classified as:
a. instrumental and ostensive
b. instrumental and reflexive
c. noninstrumental and ostensive
d. noninstrumental and reflexive
e. ostensive and reflexive
22. The smallest number of complaints registered by individuals are:
a. instrumental and ostensive
b. instrumental and reflexive
c. noninstrumental and ostensive
d. noninstrumental and reflexive
e. ostensive and reflexive
23. Which of the following is not a reason customers complain?
a. emotional release from frustration
b. to regain some control by spreading negative word-of-mouth
c. to solicit sympathy
d. to create the impression of being more intelligent
e. all the above are reasons customers complain
24. Which of the following is not a reason customers complain?
a. emotional release from frustration
b. to regain some control by spreading negative word-of-mouth
c. to solicit sympathy
d. to create the impression of being more intelligent
e. service customers tend to feel comfortable about evaluating services and
are not afraid to voice their opinions.
25. Why don’t service customers typically complain?
a. they don’t think it will do any good
b. they accept part of the blame since they are directly involved in the process
c. they don’t know who to complain to
d. they don’t want to create a confrontation
e. all the above are reasons customers do not complain
26. All of the following are reasons customers do not complain except for:
a. complaining provides an emotional release from frustration
b. they accept part of the blame since they are directly involved in the process
c. they don’t know who to complain to
d. they don’t want to create a confrontation
e. they feel they lack the expertise to make an objective observation
27. A firm’s reaction to a customer complaint that results in customer satisfaction
and goodwill is called a:
a. service recovery paradox
b. service recovery
c. critical incident
d. moment of truth
e. the critical incident technique
28. A complaining outcome in which the consumer takes action deliberately designed
to damage the physical operation or hurt future business is called?
a. voice
b. retaliation
c. service recovery
d. exit
e. service recovery paradox
29. __________ refers to the situation in which the customer rates performance
higher if a failure occurs and the contact personnel successfully recover from
it than if the service had been delivered correctly the first time.
a. service recovery paradox
b. service recovery
c. critical incident
d. moment of truth
e. the critical incident technique
30. Perceived justice consists of three components:
a. social, distributive, and ethical justices
b. procedural, psychological, and social justices
c. social, interactional, and physical justices
d. distributive, interactional, and procedural justices
e. social, ethical, and physical justices
31. The component of perceived justice that refers to the outcomes associated with
the service recovery process is referred to as __________ justice
a. social
b. procedural
c. interactional
d. distributive
e. ethical
32. During a service recovery effort, the employee promptly refunded the customer’s
money, but threw the money at the customer. As a result, the recovery effort violated
the customer’s ___________ justice need.
a. social
b. procedural
c. interactional
d. distributive
e. ethical
33. During a service recovery effort, the employee was very empathetic to the
customer’s plight and agreed to replace the defective product. However, it took three
months for the replacement product to show up which was much later than the
customer had anticipated. As a result, the recovery effort violated the customer’s
___________ justice need.
a. social
b. procedural
c. interactional
d. distributive
e. ethical
34. Which of the following compensates the customer to offset the cost of the service
failure?
a. gratis
b. discount
c. coupon
d. free upgrade
e. all of the above
35. Which of the following is not a recovery tactic within the broad recovery strategy
categories?
a. compensatory strategies
b. restoration strategies
c. apologetic strategies
d. reimbursement strategies
e. recovery strategies
SHORT-ANSWER ESSAYS
36. Discuss the reasons many customers never complain.
37. Discuss the reasons customers complain.
38. Discuss the most common forms of complaining outcomes.
39. Describe the basic differences between organic and mechanistic approaches to
service recovery including the steps involved in the management program.
40. Discuss the recommended implementation strategies: how should the recovery
strategy be presented to the customer?
41. Discuss the following types of complaints: instrumental, noninstrumental,
ostensive, and reflective