Question 1

1.
In practice, the large majority of service encounters are routine, involving a high level
cognitive processing and little affect.
True

False

4 points

1.

Question 2
One of the most direct ways for a hotel to reduce excess demand at peak periods is to
charge customers more money to use the service during those periods.
True

False

4 points

Question 3
1.
A drawback of service blueprints is that they cannot give managers the opportunity to
identify potential fail points in the process where there is a significant risk of things going wrong
and diminishing service quality
True

False

4 points

Question 4
1.

The two dimensions of Russells model of affect are ____________ and ____________.
A.

centrality; dominance

B.

pleasure; arousal

C.

centrality; permanence

D.

pleasure; regret

E.

fullness; looseness
4 points

Question 5
1.

When firms are organized by functional structures ____________.

A.

employees fall between the cracks

B.

customers fall between the cracks

C.

internal service teams view customers as their own

D.

service is faster

E.

fewer errors occur

4 points

Question 6
1.

Queues represent a symptom of unresolved capacity management problems.

True
False

4 points

1.

Question 7
A key problem with self-service technologies is that so few of them incorporate service
recovery systems.
True

False

4 points

Question 8
1.

Which of the following is the correct action for a firm to take that wants to reduce
demand and has insufficient capacity?
A.

Take no action.

B.

Consider override for most desirable segments.

C.

Consider priority systems for most desirable segments.

D.

Increase prices or encourage use in other time slots.

E.

Lower prices selectively.

4 points

Question 9
1.

A cleaning and repair firm that wants to generate business during low demand
periods would do best to offer which of the following?

Offer free pickup and delivery of portable items that need servicing.

A.
B.

Vary the time when service is available.

C.

Add more service options.

Increase prices to get the most out of current customers.

D.
E.

Educate customers on when they should have things cleaned or

repaired.
4 points

Question 10
1.
Part-time customer service representatives are far less likely to be satisfied with their
work as full-time staff.
True

False

4 points

1.

Question 11
Random fluctuations in business are usually caused by factors well within managements
control.
True

False

4 points

Question 12
1.
The appearance of both service personnel and customers can reinforce or detract from the
impression created by the service environment.
True

False

4 points

Question 13
1.

Organizations that display a commitment to effective human resources management

are characterized by ____________.
A.

a lack of verifiable industry distinction and market separation

B.

a distinctive culture of service leadership and role modeling by top

management
C.
D
.

a system of intensive rules and regulations

an increase in market share and lower acquisition costs

E. mediocrity

and high employee turnover

4 points

1.

Question 14
Customer participation refers to the actions and resources supplied by customers during
the service production and/or delivery process, including all but emotional inputs.
True
False

4 points

Question 15
1.

Service consumers use service environment as an important quality proxy.

True
False

4 points

Question 16
1.

Which of the following is an ambient condition?

A.

Facility layout

B.

Displays

C.

Music

D.

Location

E.

Price
4 points

Question 17
1.

The Cycle of Failure includes all of the following EXCEPT ____________.

A.

emphasis on rules

B.

emphasis on attracting new customers

C.

adequate pay and job security

D.

low skill levels

E.

use of technology to control quality

4 points

Question 18
1.

Which of the following is NOT a key component of a service blueprint?

A.

Line of transference

B. Line of interaction
C.

Line of visibility

D.

Backstage actions by customer contact personnel

E.

Front-stage actions by customer contact personnel

4 points

Question 19
1.

Which of the following is NOT one of the productive capacity forms in a service
context?
A.

Physical facilities designed to contain customers

B.

Physical equipment used to process people, possessions, or

information

C.

Customers

D.

Labor

E.

Infrastructure
4 points

Question 20
1.

Of the following, which is NOT an environmental design condition that irritates

shoppers according to Alain dAstous?
A.

Arrangement of store items is always the same.

B.

No mirror in the dressing room.

C.

Unable to find what one needs.

D.

Directions within the store are inadequate.

E.

Store is too small.

4 points

Question 21
1.

Service blueprints ____________, and how these are supported by backstage activities
and systems.
A.

enhance servicescape features such as furniture and lighting

B.

complicate employee handling of special requests

C.

clarify the interactions between customers and employees

D.

enhance customer technical know-how

diminish customer complaining capacity

E.

4 points

Question 22
1.

From the customers perspective which of the following is the most important aspect
of service?
A.

Managements responsiveness to occurrences of failure.

B.

Timely delivery of service.

C.

Efficient handling of special requests.

D.

The encounter with service staff.

E.

A fair price.
4 points

Question 23
1.

All of the following are questions to ask about demand patterns and their underlying
causes EXCEPT ____________.
A.

Do demand levels follow a predictable cycle?

B.

What are the underlying causes of these cyclical variations?

C.

How much demand are competitors receiving?

D.

Do demand levels seem to change randomly?

E. Can demand for a particular service over time be disaggregated by market

segment?

4 points

Question 24
1.

Which of the following is NOT one of the dimensions of the service environment?
A.

Exterior facilities

B.

General interior

C.

Store layout

D.

Interior displays

E.

Location
4 points

Question 25
1.

The line of ____________ divides front-stage activities from backstage activities.

A.

service standards and scripts

B.

physical evidence

C.

internal physical interaction

D.

internal IT interaction

E.

visibility