CHAPTERS 9: The Service Encounte 1)A customer who is interested in the self-service option would find which of the following dimensions of service most important? Risk involvement Customer's control of the situation* Amount of time involved Efficiency of the service process 2

CHAPTERS 9: The Service Encounte

1)A customer who is interested in the self-service option would find which of the following dimensions of service most important?

1. Risk involvement
2. Customer's control of the situation*
3. Amount of time involved
4. Efficiency of the service process

2.  Which interviewing technique would be appropriate to determine how a potential employee would react in a service encounter?

1. Situational vignette*
2. Abstract questioning
3. Direct questioning
4. Acting as a customer

3.  The most common reason for difficulties during the interaction of customers and contact personnel is:

1. unrealistic customer expectations.*
2. a technical breakdown in service delivery.
3. incompetent contact personnel.
4. a lack of attention to detail by contact personnel.

4.  All of the following are characteristics of a service organization with an inverted "T" structure, except:

1. the layers of supervision are reduced.
2. contact personnel are trained, motivated, and supplied with timely computer-based information.
3. the service encounter is managed at the point of delivery.
4. limiting discretion of contact personnel.*

5.  A person who drives 100 miles to a factory outlet once a month to buy clothing for the family is:

1. an economizing customer.*
2. an ethical customer.
3. personalizing customer.
4. a convenience customer.

6.  A "moment of truth" is not:

1. an opportunity to influence a customer's perception of the service quality.
2. critical in achieving a reputation for superior quality.
3. when the customer is forming an opinion about the efficiency of the service.*
4. an interaction between a customer and a service provider.

7.  The most important attribute of customer contact personnel is:

1. education.
2. sales related knowledge.
3. intelligence.
4. empathy for the customer.*

8.  In an organization that has empowered its front-line employees, the middle managers become:

1. obsolete.
2. facilitators.*
3. inspectors.
4. supervisors.

9.  Consider the following vignette.  Aboard the cruise ship Royal Majesty, a breakfast diner complains to the waiter that the meal is cold.  The waiter sends the meal back to the kitchen and returns shortly with a plate of steaming eggs and bacon.  The customer refuses the meal.  Rattled, the waiter expresses his confusion to the maitre d'.  This breakdown in customer interaction can best be described as:

1. unacceptable service.
2. slow performance.
3. unacceptable treatment of employees.
4. unreasonable demands.*

10.  Which of the following is not a classification of shopping attitude for a service customer?

1. Personalizing customer
2. Convenience customer
3. Goal-seeking customer*
4. Ethical customer