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Multiple Choice Quiz
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1
The ROSQ approach would be appropriate for a service provider:
A)that used service blueprints
B)that terminated relationships with its least profitable customers
C)deciding to purchase employee dental insurance
D)that was thinking of developing a home delivery service in addition to offering products at a central location
E)deciding to increase prices for basic services by ten percent
2
Executives most frequent questions about how to improve service quality are concerned with:
A)cost reduction and environmental impact
B)good investment and high return
C)following federal regulations and employee satisfaction
D)operating in the most economic environments and maintaining a satisfactory level of customer retention
E)cost reduction and downsizing
3
_____ marketing is used by companies to prevent customer defection.
A)Vertical integration
B)Guerilla
C)Defensive
D)Flank-movement
E)Offensive
4
Which of the following has the strongest effect on a service provider's profits?
A)market share
B)unit costs
C)location
D)employee salaries
E)customer defection
5
The research exploring the relative importance of service dimensions on overall service quality or customer satisfaction has confirmed _____ as the most critical dimension.
A)assurance
B)tangibles
C)empathy
D)responsiveness
E)reliability
6
The operational measures used within the balanced performance scorecard should be:
A)customer-defined
B)cost-driven
C)competitively sensitive
D)front-line employee-defined
E)environmentally-derived
7
The comment card that is often found on the tables at a Wendy's fast-food restaurant asks about the customer's perceptions of the quality of the food, its cleanliness, and the friendliness of the employees. These questions are focusing on _____ in Wendy's balanced performance scorecard
A)competitive measures
B)customer perceptual measures
C)financial measures
D)innovation and learning
E)operational measures
8
Many companies do not identify and act on the correct nonfinancial measures. One mistake the companies make is _______ that involves measuring complex phenomenon with one or two simple measures or using quantitative metrics to capture qualitative results for factors such as leadership.
A)not linking measures to strategy
B)not validating the links
C)not setting the right performance targets
D)measuring incorrectly
E)not creating a balanced scorecard





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