Managing Quality

Business

Quiz 5 :

The Voice of the Customer

Quiz 5 :

The Voice of the Customer

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Describe some great service experiences and some horror stories you have experienced. What were the variables that in your mind differentiated between the great and the horrible companies?
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Customers feel happy and satisfied when the actual service of a service provider meets or exceeds their expectations. For instance, some restaurant service providers offer excellent services including delicious and healthy food, clean environment, pleasing and hygienic atmosphere and reasonable cost. All of these factors provide very good experience to the customers.
Contrary to it, some mobile service providers do not provide expected customer service at their call centers. They do not provide proper feedback and information required by the customers that result in horror experiences. It forces the customers to change their service provider. It also impacts the brand image of a firm.
Good or bad experience of a service depends upon the gap between expected and actual performance of a service provider. If the services provided by an organization meets or exceeds the perception of customers, it is considered to be effective. Contrary to it, if the level of services does not match with the customer expectations, it is considered to be poor.

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Describe some of the potential pitfalls of customer-driven quality. Can you think of any ways to avoid or lessen the impact of these potential pitfalls?
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The reactive customer-driven quality (RCDQ) model is shown in Figure 1.
img Figure 1
From Figure 1, the model shows that when quality is more reactive, rather than planned, client expectations increase at a faster rate than seller performance. At the point where these trends cross, client dissatisfaction increases.
The reactive customer-driven quality (RCDQ) model succeeds graphically and conceptually the primary pitfalls and dangers of RCDQ.
Manufacturers and service organizations attempt to meet customer expectations are pursuing to moving target.
The organization that takes required precautions of long-range planning will result in superior chances of prospering.
As the supplier's competitor's objective is to develop quality and competition increment, customers demand superior levels of quality and service.
The differentiation between world-class and ordinary suppliers lies in whether suppliers stay in front of the target or fall behind the target.
Hence, the RCDQ model is described.

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What industries pose the greatest challenge for suppliers in terms of anticipating customer needs and requirements? What are the distinctive characteristics of these industries?
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The following are the distinctive characteristics of industries that are the greatest challenge for suppliers in terms of anticipating customer requirements and needs:
1. A firm with an extremely small profit margin will be unable to invest in customer-relations management.
2. A Company in an industry that was non-existent previously will not have the skill to observe past information and movement.
Hence, the distinctive characteristics of industries are put forward.

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How can a supplier avoid settling into a reactive customer-driven quality (RCDQ) mode?
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Reflect on the last time that you complained to the manager of a store, restaurant, or other business about something that dissatisfied you. Was the complaint resolved to your satisfaction? Did the complaint- resolution process tell you something about the quality of the organization that you were dealing with?
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For the class you chose in Problem 1, develop five valid critical-incident survey items for each dimension. Defend why you believe your items are valid.
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Suppose that the marketing department of a large manufacturing firm decided to adopt the motto "We will build a product to suit any buyer's needs." What type of difficulties could this philosophy impose on the operations department? Through what process could the marketing department and the operations department determine which customers add the greatest advantage and profits over time?
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Should focus group settings be formal and highly structured? Explain the rationale for your answer.
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Describe the basic idea behind a focus group. Are focus groups an effective way of gathering data about customer preferences and tastes?
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Describe the basic concept behind strategic alliances. In what ways can strategic alliances facilitate a firm's quest for quality?
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Describe the difference between the internal and the external customers of a business organization. Why is it important to distinguish between internal and external customers?
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Describe a situation in which the use of an Internet customer response might be appropriate.
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Can you think of an example of an experience you have had with a firm in which the difference between the espoused and the actual level of service provided was great in either a positive or negative way? If so, did this experience influence your perception of the business? Has this experience affected your willingness to do business with this company again?
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One of the problems encountered by universities is developing reliable and valid course evaluation survey instruments. Choose a class you took last semester. For that class, identify two dimensions relative to course delivery. Now, develop five valid survey items for each of your two dimensions. Defend why you think these items are valid.
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A manager for the Golden Bear publishing company found out that you are taking quality management. The manager desires to improve her supply chain performance by employing you as a consultant to provide quality improvement training to the supply chain employees. As a result, you now have to create a survey instrument to gauge the effectiveness of your training sessions. Choose four dimensions relative to your quality management training and develop five valid survey items for each dimension. Defend why you feel your survey items are valid.
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For your performance dimensions in Problem, develop five critical-incident survey items for each dimension. Explain how you would demonstrate that these items are reliable. Problem A manager for the Golden Bear publishing company found out that you are taking quality management. The manager desires to improve her supply chain performance by employing you as a consultant to provide quality improvement training to the supply chain employees. As a result, you now have to create a survey instrument to gauge the effectiveness of your training sessions. Choose four dimensions relative to your quality management training and develop five valid survey items for each dimension. Defend why you feel your survey items are valid.
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When was the last time you purchased a product and were asked to provide the seller or manufacturer of the merchandise information about yourself, such as your name, address, and telephone number? Did the request for information seem intrusive to you? Did you have any idea why you were being asked for the additional information?
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Describe the difference between actively solicited customer feedback and passively solicited customer feedback. Which type of feedback results in a lower rating of quality? Explain why.
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Why is it important that the facilitator of a focus group not bias the discussion in any manner? How could the results of a focus group analysis be tainted if the facilitator biased the discussion?
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How can firms gain an overall understanding of the market segments they serve? Make your answer as substantive as possible.
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