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Exam 9: Customer-Defined Service Standards

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Question 21

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When a customer enters John Robert's Spa,which has a reputation for extraordinary service,some of the _________ expected of employees are,"greet the client enthusiastically within 8 to 10 seconds," "confirm the client's appointment," and "offer to provide a refreshment."

A) Attitudes
B) Specific behaviors and actions
C) Value dimensions
D) Abstract requirements
E) General requirements

F) B) and E)
G) A) and C)

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Question 22

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Setting a service standard in broad conceptual terms is ineffective because the standard is difficult to interpret,measure and achieve.

A) True
B) False

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Question 23

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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?

Companies that have been successful in delivering consistently high service quality do not have formal standards to guide employees.

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.

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:

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(n) _____ study to establish target levels for wait time standards.

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) :

What are service performance indexes? How are they created and how do companies use these indexes?

Which of the following research methods provides feedback on soft measures?

The first step in the process for setting customer-defined standards is to translate customer expectations into behaviors and actions for each service encounter.

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:

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:

Which of the following is NOT a soft customer-defined standard?

When a local Taco Bell extended its operating hours on Friday and Saturday nights to 24-hour service to satisfy its college market,it was instituting a(n) :

The _____ customer-defined standards are opinion-based measures and cannot be directly observed.

What does it mean when a company says its standards are predictive rather than reactive?

When a hair salon introduced a database system for keeping up with information on clients' hair,such as hair color and timing of permanents,it is one way of addressing customer requirements.What name applies to this method of changing services to better meet customer needs?

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 gameday experience more fun.The management was gathering _____ measurements.

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