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Quiz

Chapter 11 - Services Marketing

Lorisse Bazley 10 perguntas

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Perguntas do quiz (10)

  1. 1The two goals of customer service are:
    1. Areduced costs and error minimisation
    2. Bsatisfaction and operational effectiveness
    3. Cco-production and operational efficiency
    4. Dsatisfaction and operational efficiency
    5. Ereduced variability and increased tangibility
  2. 2Which of the following is NOT one of the guidelines for effective program implementation?
    1. ARecruit the right employees
    2. BEducate customers, too
    3. CDevelop a pricing policy
    4. DIndividualise response systems
    5. EBe efficient first, nice second
  3. 3Under which of the following conditions is it important to separate proactive selling from simple order-taking?
    1. AThe service situation is high-contact, so the customer is more involved.
    2. BThe bulk of consumption is accounted for by repeat use.
    3. CThe initial contact occurs weeks before the customer receives the service.
    4. DIt takes a long time to complete service delivery.
    5. EThe services are capacity-constrained.
  4. 4A call centre’s managers are concerned about improving operational efficiency. With what other consideration should they balance this concern?
    1. AProactive selling
    2. BCosts of running the business
    3. CCustomer service
    4. DPrice of services
    5. EThe Flower of Service
  5. 5To manage the customer service function, companies must balance customer satisfaction against ________.
    1. Acustomer demands
    2. Boperational efficiency
    3. Ccustomer delight
    4. Dtouchpoints
    5. Eproactive selling
  6. 6Which of the following is NOT a customer service function?
    1. AGreeting customers on arrival
    2. BExpediting delivery to customers
    3. CProviding information as part of the sales support team
    4. DResolving problems and handling complaints
    5. EDeveloping face-to-face sales presentations
  7. 7Arrange the following steps in setting customer-defined standards in chronological order.
    1. ATranslate customer expectations into behaviours
      Set key performance indicators
      Provide feedback to employees
      Determine customer expectations for each service encounter
    2. BDetermine customer expectations for each service encounter - Translate customer expectations into behaviours - Set key performance indicators
      - Provide feedback to employees
  8. 8A service culture requires all of the following EXCEPT:
    1. Acontinuous monitoring of customer satisfaction
    2. Breward systems that reflect customer service goals
    3. Cambivalence from top management
    4. Dcontinuous training
    5. Etime to develop
  9. 9Delivering the core service as promised is often totally within the control of:
    1. Asales people
    2. Bmarketers
    3. Cboundary spanners
    4. Dfrontline personnel
    5. Estaff personnel
  10. 10Service firms with multi-site operations make use of ________ and ________ to centralise functions that don’t require face-to-face contact.
    1. Aautomation; personalisation
    2. Btechnology; scripts
    3. Cscripts; role plays
    4. Dtechnology; telecommunications
    5. Ecall centres; role plays

Informações

Descrição
Managing the customer service function
Idioma
English
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