If queues are unavoidable, managers should consider all of the following EXCEPT:
involve customer in part of the service process during the wait
provide electronic news displays or videos
occupy customers during the wait
design queuing to give the impression of constant progress
scheduling staff breaks during peak times
Which of the following does an effective pricing strategy do?
Keeps prices below costs
Keeps price levels below the target customers’ willingness to pay
Fulfill the promise of the value proposition
Eliminates non-monetary costs
The traditional communications mix can be divided into two distinct channels – those that are:
controlled by the organisation and those that are controlled by the media
controlled by the organisation and those that are not
controlled by the organisation and by the media
Which of the following is a method which cannot be used to create alternative demand for otherwise wasted capacity?
Use capacity for service differential
Reward employees
Customer and channel development
A cost management system that provides a structured way of thinking about the relationship between activities and the resources they consume is known as:
activity-based costing
yield-based costing
volume-based costing
margin-based costing
Advances in _________ and computer _________ have spurred many new approaches to ________ delivery.
service; technology; telecommunications
telecommunications; technology; service
telecommunications; complexity; service
Wirtz and Mattila found the _________ is more important than _________ alone in achieving customer satisfaction and loyalty.
compensation offered; apology
attitude of staff; apology
recovery process; compensation
Which of the following may NOT be used by a manager of a service organisation to adjust or tailor capacity to match fluctuating levels of demand?
Use more permanent employees
Anticipate the peak and off-peak periods of customer demand
Train employees for multiple roles
Another finding is that self-service technology (SST) _________ are better predictors of SST _________ than individual _________.
differences; adoption; characteristics
differences; adoption; differences
performances; adoption; differences
Which of the following methods can help marketers smooth out seemingly random fluctuations in demand?
Breaking down demand on a segment-by-segment basis
Assuming all customers schedule services to meet the same needs
Streamlining processes to enable greater throughput
Services often invite performance and pricing abuses for which of the following reasons?
Customers may not be present when the work is being performed.
Customers may not have the technical skills necessary to evaluate performance.
Quality and benefits may be difficult to evaluate even after delivery.
All of the above
A customer who perceives high levels of _________ worries about when and how she will be able to find, evaluate and select a service provider.
performance risk
social cost
time and effort cost
In which of the following situations would an organisation benefit most from exporting directly?
High degree of customer interaction, low control over sources of value creation
Low degree of customer interaction, high control over sources of value creation
Low degree of customer interaction, low control over sources of value creation
In which situation are optimum and maximum capacities most likely to be the same?
A live concert performance
Public transport
An aircraft with high-density seating
None of these; the two measures are never equal
Two methods which Google uses to enable organisations to display their ads at websites which are part of the Google content networks are:
AdWords and ease of use
ease of use and AdSense
AdWords and AdSense
When considering options for managing capacity, service managers need to consider all of the following EXCEPT:
impact on desired levels of service
organisation’s ability to implement
competitive influences
inventory levels
The use of globalised corporate banking, insurance and management consulting are examples of:
technology drivers
competition drivers
market drivers
Service managers require substantial information to help them develop effective demand management strategies and to monitor subsequent marketplace performance. Among others, information needs include the following EXCEPT:
sound cost data
consumption data
historical data
forecasts
_________ developed and popularised service blueprinting after studying techniques for industrial process design and control of workflows.
Kotler
Zeithaml
Shostack
Sviolka
The most important thing that Woolworths did to have a smooth transition to their new self-serve technology and educate their customers was to:
have a staff member available to answer customer queries
have an online information sheet
send out information fliers to regular customers
post explicit instructions at the checkout
