《服务营销第八版英文教辅TestBank_.pdf》由会员分享，可在线阅读，更多相关《服务营销第八版英文教辅TestBank_.pdf（12页珍藏版）》请在taowenge.com淘文阁网|工程机械CAD图纸|机械工程制图|CAD装配图下载|SolidWorks_CaTia_CAD_UG_PROE_设计图分享下载上搜索。
1、People,Technology,Strategy (8th edition,2016)Chapter 8:Designing Service Processes QUESTION BANK A.Multiple Choice Questions GENERAL CONTENT 1.Blueprinting is a more complex form of _.a.linear graphing b.flowcharting c.non-linear graphing d.cluster analysis 2.The first step in developing a service b
2、lueprint is _.a.to reach a consensus on which activities are more important than others b.to identify all the key activities involved in creating and delivering the service c.to identify the links between a set of alternative service possibilities d.to identify the key customers who will be particip
3、ating in the service 3.Service blueprints _,and how these are supported by backstage activities and systems.a.enhance servicescape features such as furniture and lighting plicate employee handling of special requests c.clarify the interactions between customers and employees d.diminish customer comp
4、laining capacity 4.The line of _ divides front-stage activities from backstage activities.a.service standards and scripts b.physical evidence c.internal physical interaction d.visibility 5.Which of the following is NOT a key component of a service blueprint?a.Line of transference.b.Line of interacti
5、on.c.Line of visibility.d.Front-stage actions by customer contact personnel.6.The _ or _ includes both the _ and _ of a service facility.a.roll;retrieval;implicit aspects;explicit aspects b.stage;servicescape;exterior;interior c.stage;service area;customers;employees d.roll;service area;front-stage;
6、backstage People,Technology,Strategy (8th edition,2016)7.Server _ ensure that service staffs do things correctly,as requested,in the right order,and at the right speed.a.kanbans b.poka-yokes c.banzais d.sudokus 8.Service process redesign efforts typically focus on achieving all EXCEPT which of the f
7、ollowing key performance measures?a.Reduced number of service failures.b.Reduced cycle time.c.Enhanced productivity.d.Increased profitability.9.Service process redesign can be categorized into all EXCEPT which of the following types?a.Getting rid of non-value adding steps.b.Shifting to self-service.
8、c.Delivering direct service.d.Separating services.10.Which of the following is NOT an advantage of self-service technologies?a.Greater choice of products.b.Higher perceived level of customization.c.Convenience of location.d.Cost and time savings.APPLICATION CONTENT 11.How many“acts”does a meal at Ch
9、ez Jean consist of?a.One act.b.Two acts.c.Three acts.d.Four acts.12.Banks ensure eye contact by requiring tellers to record _ on a checklist at the start of a transaction.a.the customers eye color b.the customers bank account number c.the customers account type d.the customers nationality People,Tec
10、hnology,Strategy (8th edition,2016)13.Examples of preparing customers for service encounters include all of the following EXCEPT _.a.printing dress code requests on invitations b.sending reminders of dental appointments c.printing guidelines on customer cards d.billing customers for services rendere
11、d 14.Marriage counseling is a service that requires a _ level of participation from customers.a.minimal b.high c.low d.absolute 15.The internet kiosk with a touch screen in Vienna,Austria is getting popular for the following reasons EXCEPT _.a.it is conveniently located b.it saves customers from hav
12、ing to deal with other undesirable customers c.it is accessible 24/7 d.it has easy access to websites People,Technology,Strategy (8th edition,2016)B.True/False Questions GENERAL CONTENT 1.A blueprint specifies in some detail how a service process should be constructed.2.A key characteristic of servi
13、ce blueprinting is that it makes little or no distinction between what customers experience“front-stage”and the activities of employees and support processes“backstage.”3.A drawback of service blueprints is that they cannot give managers the opportunity to identify potential fail points in the proce
14、ss where there is a significant risk of things going wrong and diminishing service quality.4.Blueprints can pinpoint the stages in the process where customers commonly have to wait.5.Part of the challenge of implementing poka-yokes in service contexts is the need to address not only server errors,bu
15、t also customer errors.6.Service staff poka-yokes usually focus on preparing the customer for the encounter,understanding and anticipating their role in the service transaction,and selecting the correct service or transaction.7.Service process redesign encompasses reconstitution,rearrangement,or sub
16、stitution of service processes.8.Customer participation refers to the actions and resources supplied by customers during the service production and/or delivery process,including all but emotional inputs.9.A key problem with self-service technologies is that so few of them incorporate service recover
17、y systems.10.SST is only better than the interpersonal alternative if it saves time,provides ease of access,leads to cost savings,or some other benefits.APPLICATION CONTENT 11.Restaurants are often quite theatrical in their use of physical evidence(such as furnishing,dcor,uniforms,lighting,and table
18、 settings).12.“Risk of excessive wait”points in a restaurant service blueprint provided in the chapter occur mainly in the backstage processes.People,Technology,Strategy (8th edition,2016)13.“Failure”points in the restaurant service blueprint provided in the chapter only occur in the backstage proce
19、sses.14.Poke-yokes originated from Total Quality Management methods in manufacturing.15.A good example of a service poka-yoke is a surgeon whose surgical instrument trays have indentations for each instrument.People,Technology,Strategy (8th edition,2016)C.Short Answer Questions GENERAL CONTENT 1.Wha
20、t is a service process?2.What is flowcharting?3.What are the steps involved in developing a service blueprint?4.What are the commonly used tools for fool-proofing?5.How can firms prevent customer failures?6.What is the need for service process redesign?7.What are the various levels of customer parti
21、cipation in service processes?8.What does SST stand for?9.List the various advantages of using SSTs.10.What three questions does Mary Jo Bitner suggest managers should put to test in their firms SSTs?APPLICATION CONTENT 11.What is the only fail point in the service blueprint that was listed as physi
22、cal evidence in the restaurant drama?12.What are the acts that“restaurant drama”can be divided into?13.Which aspect of service process redesign did FedEx employ when it transferred more than 50 percent of its transactions from call centers to its website?14.When a rental car customer is not interest
23、ed in filling out paperwork or processing payment and check of the rental car,this stands as an example of which service process redesign?15.How is the patient a service co-creator?People,Technology,Strategy (8th edition,2016)D.Essay Questions GENERAL CONTENT 1.List the design characteristics of a s
24、ervice blueprint.2.Discuss the various stages in the service process.3.Discuss the importance of separation of standards and targets.4.Discuss the potential company benefits,potential customer benefits,and challenges and limitations of the direct and bundled service approach to managing the service
25、delivery process.APPLICATION CONTENT 5.Describe and draw a flowchart for a possession processing service.6.Describe how poke-yokes contribute services as a fail-safe method.7.Which kinds of services are the easiest to offer using SSTs.Explain why.People,Technology,Strategy (8th edition,2016)ANSWER K
26、EY A.MULTIPLE CHOICE QUESTIONS GENERAL CONTENT:1-b,2-b,3-c,4-d,5-a,6-b,7-b,8-d,9-d,10-a APPLICATION CONTENT:11-c,12-a,13-d,14-b,15-b B.TRUE/FALSE GENERAL CONCEPT:1-T,2-F,3-F,4-T,5-T,6-F,7-T,8-F,9-T,10-T APPLICATION CONTENT:11-T,12-F,13-F,14-T,15-T C.SHORT ANSWER QUESTIONS GENERAL CONTENT:1.Service p
27、rocesses describe the method and sequence in which service operating systems work.2.Flowcharting is a technique for displaying the nature and sequence of the different steps involved in delivering service to customers.3.Identify all the key activities involved in creating and delivering the service
28、in question Specify the linkages between these activities 4.Total Quality Management(TQM)methods in manufacturing is the application of poka-yokes or fail-safe methods to prevent errors in the manufacturing processes.5.They can employ the three-step approach:(1)systematically collect information on
29、the most common failure points,(2)identify their root causes,and(3)create strategies to prevent the failures identified.6.People,Technology,Strategy (8th edition,2016)Service processes become outdated over time A natural weakening of internal processes 7.Low Participation Level Moderate Participatio
30、n Level High Participation Level 8.Self-service technology.9.Greater convenience Greater control over service delivery Lower prices and fees 10.Does the SST work reliably?Is the SST better than the interpersonal alternative?If it fails,what systems are in place to recover it?APPLICATION CONTENT:11.F
31、ood taste,quality.12.Activities that take place before the core product is encountered,delivery of the core product,and subsequent activities while still involved with the service provider.13.Shifting to self-service.14.Eliminating non-value adding steps.15.While doctors have a legal and ethical dut
32、y to help their patients,they can only succeed if the doctor and patient cooperate with each other.People,Technology,Strategy (8th edition,2016)D.ESSAY QUESTIONS GENERAL CONTENT:1.Front-stage activities map the overall customer experience Physical evidence of front-stage activities-what the customer
33、 can see and use to assess service quality.Line of visibility distinguishes between what customers experience“front-stage”and the activities of employees and support processes“backstage”Backstage activities that must be performed to support a particular front-stage step Support processes and supplie
34、s Potential fail points-fail points are where there is a risk of things going wrong,resulting in diminished service quality Identifying customer waits Service standards and targets should be established for each activity to reflect customer expectations 2.Pre-process stage where the preliminaries oc
35、cur,such as making a reservation,parking the car,getting seated,and being presented with the menu.In-process stage where the main purpose of the service encounter is accomplished,such as enjoying the food and drinks in a restaurant.Post-process stage where the activities necessary for the closing of
36、 the encounter happens,such as getting the check and paying for dinner.3.Firstly,the correct(i.e.,customer-driven)standards get communicated to and internalized by the organization.Secondly,when implemented well,process owners and department or branch managers will,over time,raise their performance
37、levels through continuous and incremental improvements to bring them more in line with customer expectations.Thirdly,it facilitates buy-in and support for the(tough)service standards as it also provides latitude to management and staff.4.Direct Approach:Potential company benefits of the direct servi
38、ce approach include eliminating store locations,expanding the customer base,and company differentiation.This is because the direct approach takes a service to a customer.The benefits to customers include increased convenience and improved access to the service.Challenges and limitations involved in
39、direct service include logistical burdens,cost,and a need for credibility and trust.Reducing physical locations is often traded for an increase in People,Technology,Strategy (8th edition,2016)field staff and vehicles,which then must efficiently travel from one location to another to serve customers.
40、Bundled Approach:Potential company benefits of the bundled service approach include company differentiation,customer retention,and increased per capita service use.These are due to customers paying slightly less for each component,but more overall,because of the combination of services.Potential ben
41、efits to the customer include increased convenience and customized service.Customers are better serviced because they do not have to interact with multiple service organizations to achieve multiple similar objectives.Challenges and limitations include an extensive understanding of the target custome
42、r and the perception of wastefulness.APPLICATION CONTENT:5.When you use your DVD player,the picture quality on the TV screen is poor.Fed up with the situation,you search the online Yellow Pages to find a repair store in your area.At the store,the neatly-dressed technician checks your machine careful
43、ly but quickly.He tells you that it needs to be adjusted and cleaned.You are impressed by his professional manner.The estimated price seems reasonable.You are also pleased that repairs are guaranteed for 3 months,so you agree to the service and are told that the player will be ready in three days ti
44、me.The technician disappears into the back office with your machine and you leave the store.When you return to pick up the product,the technician explains the work that he did and demonstrates that the machine is now working well.You pay the agreed price and leave the store with your machine.Back ho
45、me,you plug in the player,insert a DVD,and find that the picture has much improved now.See Figure 8.2 for the diagram.6.Server poka-yokes ensure that service staff does things correctly,as requested,in the right order,and at the right speed.Examples include surgeons whose surgical instrument trays h
46、ave indentations for each instrument.For a given operation,all of the instruments are nested in the tray so it is clear if the surgeon has not removed all instruments from the patient before closing the incision.Some service firms use poka-yokes to ensure that certain steps or standards in the custo
47、mer-staff interaction are adhered to.At one restaurant,servers place round coasters in front of those diners who have ordered a decaffeinated coffee and square coasters in front of the others.Customer poka-yokes usually focus on preparing the customer for the encounter(including getting them to brin
48、g the right materials for the transaction and to arrive on time,if applicable),understanding and anticipating their role in the service transaction,and selecting the correct service or transaction for them.7.Information-based services can easily be offered using SSTs.These services include not only
49、such supplementary services as getting information,placing orders and reservations and making payment,but also delivery of core products in fields such as People,Technology,Strategy (8th edition,2016)banking,research,entertainment,and self-paced education.One innovation that has had a great impact i
50、n the Internet age has been the development of online auctions,led by eBay.No human auctioneer is needed to go between buyers and sellers.Many companies have developed strategies designed to encourage customers to serve themselves through the World Wide Web.They hope that this will result in custome