Question 1

The advantage of process strategies is that they can catch the service error right after it occurs and can immediately take action so it does not affect the next guest.

Accepted Answer

The answer of The advantage of process strategies is that...

Question 2

Which of the following is an advantage of comment cards?
A) They force guests to be objective.
B) Self-selected respondents are more likely to be honest.
C) They enable quick response to failure.
D) They are relatively easy to use.

Accepted Answer

Comment cards are advantageous because they are relatively easy to use for both customers and businesses, allowing for straightforward feedback collection.

Question 3

SERVQUAL measures the way customers perceive the quality of the service experiences in which five categories?
A) reliability, sympathy, focus, help, and kindness
B) reliability, responsiveness, assurance, empathy, and tangibles
C) care, speed, focus, kindness, and compensation
D) help, speed, feedback, focus, and care

Accepted Answer

SERVQUAL measures the way customers perceive the quality of service experiences in five categories: reliability, responsiveness, assurance, empathy, and tangibles.

Question 4

Focus groups are very helpful in
A) providing statistically valid data on service failures
B) itemizing the costs of gathering information about service failures
C) minimizing guest inconvenience
D) providing qualitative information that might otherwise be unavailable

Accepted Answer

Focus groups are useful in gathering qualitative data from a diverse group of participants, which can provide insights and perspectives that might not be obtained through quantitative methods or surveys. This type of data can include attitudes, opinions, and experiences, and can be helpful in shaping marketing strategies or improving customer experiences.

Question 5

Generally speaking, the parts of the guest experience that are not measured are typically unmanaged.

Accepted Answer

If something is not being measured, it is difficult to manage or improve upon. Therefore, parts of the guest experience that are not measured are often overlooked or neglected.

Question 6

A primary advantage of management observation for measuring service quality is
A) The observational results have statistical validity.
B) It is simple and inexpensive.
C) Employees perform better when they know they are being observed.
D) Employees can be monitored without their knowledge.

Accepted Answer

Management observation is a simple and inexpensive method for measuring service quality as it involves directly observing the service delivery process. The results may not have statistical validity as it is based on personal perceptions and subjective judgments of the observer. However, it can provide valuable insights and feedback to improve the service quality. The observation can be done openly or covertly, but it is not ethical or advisable to monitor employees without their knowledge or consent. The perception of being observed can improve employee performance, but it can also lead to artificial behavior or hiding of service failures, which can distort the results.

Question 7

SERVQUAL is
A) an instrument designed to evaluate service quality
B) a leading mystery-shopping organization
C) a leading budget motel chain
D) a method to make all service equal

Accepted Answer

SERVQUAL is an instrument (or a questionnaire) designed to evaluate the quality of service provided by a company. It consists of 22 questions, which measure five dimensions of service quality: reliability, assurance, tangibility, empathy, and responsiveness.

Question 8

The best time for a telephone survey is dinner time on Friday night because families are most apt to be home.

Accepted Answer

Friday night dinner time is not the best time for a telephone survey as families may not appreciate being interrupted during their mealtime and may be less likely to participate in the survey. It's generally better to conduct telephone surveys during daytime hours or early evening on weekdays when people are more likely to be available and willing to participate.

Question 9

Which of the following is a major advantage of mystery shoppers?
A) They are inexpensive.
B) Their findings have statistical reliability.
C) They are unbiased and without expectations.
D) They observe and report on service delivery from up close.

Accepted Answer

Mystery shoppers provide a unique advantage by observing and reporting on service delivery from a customer's perspective, offering insights that might not be captured through other forms of feedback or evaluation. This close-up observation helps businesses understand the actual customer experience.

Question 10

The best time to find out about service failures is
A) when the mystery shopper reports them
B) when the matrix system informs you
C) when you receive e-mail failure reports from employees
D) as soon after they happen as possible

Accepted Answer

The earlier you find out about service failures, the easier it will be to address them and prevent further negative consequences. This is why it's important to identify service failures as soon as possible. While options A, B, and C might provide valuable information, none of them guarantee that the issue will be addressed before it has a chance to escalate.

Question 11

Like comment cards, call-in feedback does not produce enough feedback to be considered reliable.

Accepted Answer

Call-in feedback, like comment cards, often suffers from low participation rates and may not represent the broader customer base, making it less reliable for comprehensive insights.

Question 12

Knowing what has failed not what has gone right is what is needed to reassess service.

Accepted Answer

The answer of Knowing what has failed not what has...

Question 13

Which of the following is an advantage of a guarantee for the organization?
A) It forces managers to supervise the guest experience carefully.
B) It forces employees to worry about the guest experience.
C) It pinpoints exactly where the service failed.
D) It saves the organization money.

Accepted Answer

A guarantee allows the organization to pinpoint exactly where the service failed, which can be beneficial for improving processes and preventing similar issues in the future. While it may indirectly lead to better supervision of the guest experience (option A) and employee concern (option B), these are not direct advantages of a guarantee. Saving money (option D) is not typically a primary goal of guarantees.

Question 14

Which evaluation technique is more apt to reveal to organizational management in a timely manner that a server has given some guests permission to smoke in a no-smoking section?
A) guest comment card
B) MBWA
C) structured interview
D) focus group

Accepted Answer

MBWA (management by walking around) involves management physically on-site and interacting with employees and customers. This technique would allow management to observe any smoking violations in real-time and take immediate action. The other techniques would require collecting feedback and analyzing it after the fact, which would not be as timely in this situation.

Question 15

An advantage of the mail survey is
A) very high response rates
B) Guests remember more upon reflection at home.
C) convenience to the guest
D) It provides evidence of the organization's interest in guest opinions.

Accepted Answer

The answer of An advantage of the mail survey is
A)...

Question 16

Comment cards the easiest and cheapest form of data collection and allow for managers to analyze the data and fix service delivery service problems.

Accepted Answer

Comment cards are indeed an easy and cost-effective way to collect feedback from customers, which can be analyzed by managers to pinpoint service problems and address them.

Question 17

Structured guest interviews are very detailed, offer excellent numerical data, and are relatively cheap.

Accepted Answer

Structured guest interviews are actually more expensive compared to other forms of data collection such as surveys or online analytics. Additionally, although they provide detailed insights, the data collected may not be as quantitative as other forms of research methods.

Question 18

Mystery shoppers are always trained observers who sporadically sample the service and its delivery.

Accepted Answer

Mystery shoppers can be regular consumers without formal training in observation, as their main role is to mimic a typical customer experience rather than conduct a professional audit.

Question 19

Job performance standards are
A) performance expectations for each major duty associated with employees' jobs
B) employees' personal expectations for themselves
C) the organization's long-term goals
D) rules to be followed for employee behavior on the job

Accepted Answer

Job performance standards are the specific expectations for how well an employee should perform each major duty associated with their job. These standards provide clarity around what is expected of employees and help to evaluate their performance.

Question 20

When deciding which quality assessment method should be used, companies should consider who should collect and interpret the data.

Accepted Answer

It is important for companies to determine who will collect and interpret the data when choosing a quality assessment method. This can affect the accuracy and relevance of the results.

Quiz 12: Measuring and Managing Service Delivery

The advantage of process strategies is that they can catch the service error right after it occurs and can immediately take action so it does not affect the next guest.

Which of the following is an advantage of comment cards?

SERVQUAL measures the way customers perceive the quality of the service experiences in which five categories?

Focus groups are very helpful in

Generally speaking, the parts of the guest experience that are not measured are typically unmanaged.

A primary advantage of management observation for measuring service quality is

SERVQUAL is

The best time for a telephone survey is dinner time on Friday night because families are most apt to be home.

Which of the following is a major advantage of mystery shoppers?

The best time to find out about service failures is

Like comment cards, call-in feedback does not produce enough feedback to be considered reliable.

Knowing what has failed not what has gone right is what is needed to reassess service.

Which of the following is an advantage of a guarantee for the organization?

Which evaluation technique is more apt to reveal to organizational management in a timely manner that a server has given some guests permission to smoke in a no-smoking section?

An advantage of the mail survey is

Comment cards the easiest and cheapest form of data collection and allow for managers to analyze the data and fix service delivery service problems.

Structured guest interviews are very detailed, offer excellent numerical data, and are relatively cheap.

Mystery shoppers are always trained observers who sporadically sample the service and its delivery.

Job performance standards are

When deciding which quality assessment method should be used, companies should consider who should collect and interpret the data.