The strategy of breaking up large, unfocused plants into smaller units buffered from one
another so that each can be focused separately is referred to as: a. the perfect-world
model
b. operations segmentation
c. the plant-within-a-plant concept
d. operations segregation
e. management by focus
Customers who defect due to reciprocal buying arrangements with another
firm would be classified as which type of defectors? a. price defectors
b. organizational defectors
c. service defectors
d. market defectors
e. technological defectors
In a(n) _______ environment, the service employees are physically present while
customers are involved in the service production process at an arm€s length. a.
self-service
b. vertical service
c. remote service
d. saleable service
e. interpersonal service
Which of the following is not an organization-directed benefit associated
with offering unconditional guarantees? a. the guarantee forces the firm to focus on the
customer’s definition of good
service
b. the guarantee states a clear performance goal that is communicated to
employees
c. offering the guarantee forces the firm to examine its entire service delivery
system for failure points
d. the guarantee can be a source of pride and provide a motive for team
building within the firm
e. all the above
The major goal of the plant-within-a-plant-concept is to: a. produce a variety of services
in one location
b. reduce operating costs
c. provider quicker response times to market demand
d. break up large, unfocused plants into smaller units buffered from
one another so that each can be focused separately.
e. none of the above
Which of the following reasons is not related to why customer retention has
become increasingly important? a. relative parity among competing products
b. the rising costs of marketing
c. customers are more confident with their service providers
d. domestic markets are stagnant
e. customers are more informed
If an office did not schedule as many people as were needed during a busy period,
which of the following components of the Servuction Model has influenced the
customer’s experience? a. servicescape
b. organization and systems
c. other customers
d. contact personnel
e. service providers
Which of the following is NOT a key relationship that comprise the market-focused
management approach? a. inconsistency of the service strategy with the systems
b. firm’s service strategy must be communicated to its customers
c. firm’s service strategy needs to be communicated to the firm’s employees
d. the customer/service provider interaction
e. the impact of organizational systems upon the customer’s service experience
A volume-oriented positioning strategy is achieved by: a. increasing divergence
b. reducing divergence
c. increasing complexity
d. reducing complexity
e. unbundling the service
According to results of a study that examined the effects of music on restaurant patrons,
which of the following statements is true? a. consumers spent more money when fast
music was played
b. customers were served faster when slow music was played
c. customers had higher bar bills when slower music was played
d. estimated gross margins were higher when fast music was played
e. customers were willing to wait longer for a table when fast music was played
Total customer cost consists of all of the following components except: a. monetary cost
b. social cost
c. time cost
d. psychic cost
e. energy cost
Which of the following tactics would yield higher customer satisfaction scores? a.
utilizing mail surveys instead of personal interviews
b. stating the question in a dissatisfied form instead of a satisfied form
c. asking general questions prior to specific questions
d. avoiding data collection until a substantial period of time had elapsed since the
purchase.
e. all the above would generate lower customer satisfaction scores
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
Which one of the following is not one of the seven tests of reward effectiveness? a.
availability
b. flexibility
c. visibility
d. durability
e. perishability