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Exam 9: Customer-Defined Service Standards

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Question 31

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Nike's introduction of women-only boutiques called Nike Goddess to satisfy the needs of a growing number of women athletes is an example of a(n) :

A) Compliant standard
B) Concrete substitution
C) Internal anchor
D) One-time fix
E) Quick solution

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Question 32

Multiple Choice

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One of the Four Seasons Hotel's customer-defined standards is "staff will speak to guests in an attentive,natural,and courteous manner." This is an example of a(n) ________ customer-defined standard.

A) Responsive
B) Intangible
C) Informal
D) Measurable
E) Soft

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Question 33

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Which of the following statements is a criterion for the creation of appropriate service standards?

After determining that responsiveness was a major concern of customers,American Express conducted additional research to establish the exact number of days customers defined as responsive for the various company processes (e.g.,2 days for reissuing lost cards and 15 days for deciding on an application) .By conducting additional research,American Express was addressing which of the following steps in the process for developing customer-defined standards?

Canadian Airline did market research to determine the expectations of business travelers-its target market.It learned business travelers don't view air travel as a simple product any more but as a sequential process with a series of customer service interactions which to them seemed at times arbitrary.A traveler could not estimate how much time it would take to make reservations,to check-in,to board or any of the other interactions.The time spent on these activities was typically directly related to the experience and training of the airline's employees.Canadian Airline could provide better service to its target customers if it could:

One of the customer-defined standards at Delta Airlines is "the number of pieces of luggage damaged per day." "The number of pieces of luggage damaged per day" is a _____ customer-defined service standard.

New owners of the Atlanta Falcons wanted to increase attendance by giving customers what they wanted,such as an online site to purchase tickets,clean restrooms,more opportunities to interact with the players and family-oriented halftime show.The first step to developing these customer-defined standards was to:

Progressive Insurance examined insurance from the customers' viewpoint and saw how difficult it was to get an auto claim processed and paid by insurance companies.Then the company crafted its service strategy around solving that problem.The company now has fleets of claim adjustors on the road every day,ready to rush to the scene of an accident in their territory and provide fast claims processing-sometimes on the spot.Progressive Insurance relies on _____ service standards.

When customers complained that employees at Freddy's Fast Stop Stores were unfriendly,Freddy's instituted its Smiling Service program,which required all employees to greet and make eye contact with every customer they see within 5 seconds and always smile and offer help whenever the customer appeared to need any.Employees were counseled,sent to training courses and terminated if they failed to follow these instructions.What mistake did Freddy's make when it instituted this program?

A pharmacy that installs a computer system that automatically checks to see if a new prescription is compatible with other medication a customer is currently taking has used a one-time fix.

Canadian Airline did market research to determine the expectations of business travelers-its target market.It learned business travelers don't view air travel as a simple product but as a inconsistently performed sequential process that includes making reservations,checking-in,waiting,boarding,in-flight time and baggage pick-up.Canadian Airline diagnosed that a problem existed with its:

Federal Express distributes a weekly Service Quality Indicator report comparing performance to goals on 12 different items.Upon receipt of the report,managers and contact personnel investigate root causes of service failures.By distributing a weekly Service Quality Indicator report and investigating service failures,Federal Express is addressing which of the following steps in the process for developing customer-defined standards?

Standardization of service behaviors and actions is inconsistent with employee empowerment.

New owners of the Atlanta Falcons football team were concerned about declining attendance figures.As a result,Falcons staff set up kiosks at arena exits and asked attendees what would make the game day experience more fun.The management was gathering _____ measurements.

In most service companies,the marketing and operations functions are seamlessly integrated to facilitate the development of service quality standards.

Delta Airlines was dissatisfied with customer reactions to its attempt to offer passengers their choice of cold deli sandwiches instead of the more traditional airplane meal.Its intent was to provide passengers with better food.Passengers saw the move as another way Delta was trying to skimp on service and save money.When trying to deliver service quality,Delta forgot to:

First National Bank of Chicago tracks 650 service quality measures relating to timely,accurate and responsive service.The measures include speed of telephone answering,number of abandoned calls,turnaround time on inquiries and the speed at which the bank transfers securities.The measures used by First Bank of Chicago are _____ measurements.

A customer's overall service quality evaluation is the accumulation of evaluations of multiple service experiences.

A medical clinic conducted a research study to determine the standard for patients' wait times in the reception area by having the patients note the time when they arrived on a sign-in sheet.As each patient went back to the examining room,the office manager noted the time on another sheet and then asked the patient five questions about his or her perceptions of the wait.The medical clinic conducted a _____ study to establish target levels for wait time standards.

After determining that reliability was a major concern for its customers,a pest control company translated customer expectations into behaviors and actions for its monthly sprayings of homes and businesses.Having accomplished that,the pest control company needs next to: