Question 1

Service providers should be encouraged to develop a 'complaints as opportunities' culture for which of the following reasons?

Accepted Answer

A) So that genuine complaints are encouraged. 
B) Because employees often tend not to encourage complaints, seeing them as threatening. 
C) Because complaints are often perceived as unpleasant and therefore discouraged. 
D) Organisations tend to 'shoot the messenger' - the employee that alerts them to the complaint - so employees discourage complaints. 
E) All of the above 
A) So that genuine complaints are encouraged. 
B) Because employees often tend not to encourage complaints, seeing them as threatening. 
C) Because complaints are often perceived as unpleasant and therefore discouraged. 
D) Organisations tend to 'shoot the messenger' - the employee that alerts them to the complaint - so employees discourage complaints. 
E) All of the above

Question 2

In the case of a low-involvement product, consumers often don't bother to complain because they feel that complaining will not achieve a satisfactory outcome.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is NOT a reason why dissatisfied customers don't complain according to the SOCAP research?

Accepted Answer

A) The lack of time 
B) The organisation will ask too many questions 
C) The company might penalise or blame them 
D) Their complaint might be resolved expeditiously 
E) They don't know who to complain to 
A) The lack of time 
B) The organisation will ask too many questions 
C) The company might penalise or blame them 
D) Their complaint might be resolved expeditiously 
E) They don't know who to complain to

Question 4

Which of the following is NOT part of Lovelock's extended fishbone framework?

Accepted Answer

A) Facilities and equipment 
B) Materials and supplies 
C) Profit and loss 
D) Front stage and backstage personnel 
E) Procedures 
A) Facilities and equipment 
B) Materials and supplies 
C) Profit and loss 
D) Front stage and backstage personnel 
E) Procedures

Question 5

Which of the following is NOT one of nine guidelines for service recovery tactics?

Accepted Answer

A) Act fast 
B) Show you understand the organisation's point of view 
C) Apologise but don't be defensive 
D) Acknowledge the customer's feelings 
E) Consider compensation 
A) Act fast 
B) Show you understand the organisation's point of view 
C) Apologise but don't be defensive 
D) Acknowledge the customer's feelings 
E) Consider compensation

Question 6

When customers are embarrassed, they know the service failure is their fault, so the service provider avoids negative consequences.

Accepted Answer

A) True 
 B)False

Question 7

Creating effective service recovery programs must be initiated and developed by senior management.

Accepted Answer

A) True 
 B)False

Question 8

How do fishbone diagrams help managers improve service quality?

Accepted Answer

A) By applying the 80/20 rule 
B) By establishing a hybrid complaint-handling model 
C) By detailing the causes and effects behind service problems 
D) By identifying weak links in the service chain 
E) By displaying performance over time against specific criteria 
A) By applying the 80/20 rule 
B) By establishing a hybrid complaint-handling model 
C) By detailing the causes and effects behind service problems 
D) By identifying weak links in the service chain 
E) By displaying performance over time against specific criteria

Question 9

It is important to realise that the organisation needs to address the anger of the customer as well as the specific issue.

Accepted Answer

A) True 
 B)False

Question 10

Studies have found that the majority of customer complaints get through to Head Office.

Accepted Answer

A) True 
 B)False

Question 11

It has been suggested that companies should plan to disappoint customers, creating lower expectations, so they can recover and gain stronger loyalty.This has been referred to as the:

Accepted Answer

A) recovery strategy 
B) recovery pre-emption 
C) recovery principle 
D) negative satisfaction principle 
E) recovery paradox 
A) recovery strategy 
B) recovery pre-emption 
C) recovery principle 
D) negative satisfaction principle 
E) recovery paradox

Question 12

Research conducted by SOCAP suggests that higher levels of satisfaction were found when complaints handling was _______ and required only _______.

Accepted Answer

A) within 24 hours; one contact 
B) within 48 hours; one contact 
C) within 24 hours; two contacts 
D) immediate; one contact 
E) immediate; two contacts 
A) within 24 hours; one contact 
B) within 48 hours; one contact 
C) within 24 hours; two contacts 
D) immediate; one contact 
E) immediate; two contacts

Question 13

Which of the following is an example of consumers involuntarily switching providers?

Accepted Answer

A) Negative response 
B) Customer moved 
C) Unresponsive 
D) Provider closed 
E) b and d 
A) Negative response 
B) Customer moved 
C) Unresponsive 
D) Provider closed 
E) b and d

Question 14

A restaurant that wants to improve service quality is looking for a relatively easy approach to monitoring how long customers wait to be seated.Which of the following methods would best meet that objective?

Accepted Answer

A) Blueprinting 
B) Control charts 
C) Fishbone diagrams 
D) Pareto analysis 
E) Hybrid complaint-handling model 
A) Blueprinting 
B) Control charts 
C) Fishbone diagrams 
D) Pareto analysis 
E) Hybrid complaint-handling model

Question 15

What is the main reason for Singapore Airlines to use multilingual in-flight surveys to collect complaints from their passengers?

Accepted Answer

A) Customers prefer to complain in their native languages. 
B) Most of their Asian customers could not write or read English. 
C) Japanese and other Asian customers are less willing to send in written complaints. 
D) German and other European customers are less willing to complain if the complaint forms are not written in their native languages. 
E) English native-speaker customers represent only a small percentage of their total number of passengers. 
A) Customers prefer to complain in their native languages. 
B) Most of their Asian customers could not write or read English. 
C) Japanese and other Asian customers are less willing to send in written complaints. 
D) German and other European customers are less willing to complain if the complaint forms are not written in their native languages. 
E) English native-speaker customers represent only a small percentage of their total number of passengers.

Question 16

All of the following are true EXCEPT:

Accepted Answer

A) complaints can be looked at as a stream of information that can be used to help monitor quality 
B) complaints can be used as a market research input 
C) a suggestion usually indicates an opportunity to move a customer from 'somewhat satisfied' to 'delighted' 
D) inquiries often reveal weaknesses in providing information 
E) complaints take valuable time away from selling 
A) complaints can be looked at as a stream of information that can be used to help monitor quality 
B) complaints can be used as a market research input 
C) a suggestion usually indicates an opportunity to move a customer from 'somewhat satisfied' to 'delighted' 
D) inquiries often reveal weaknesses in providing information 
E) complaints take valuable time away from selling

Question 17

Which of the following represents a cost of service failure?

Accepted Answer

A) Negative word of mouth 
B) Decreased trust and loyalty 
C) Diminished customer value 
D) Re-doing original service 
E) All of the above 
A) Negative word of mouth 
B) Decreased trust and loyalty 
C) Diminished customer value 
D) Re-doing original service 
E) All of the above

Question 18

Which of the following could be a cause for a consumer to switch services on the basis of ethical problems with the organisation?

Accepted Answer

A) High prices 
B) Conflict of interest 
C) Billing error 
D) Unresponsive 
E) Reluctant response 
A) High prices 
B) Conflict of interest 
C) Billing error 
D) Unresponsive 
E) Reluctant response

Question 19

Which of the following may NOT be a true statement?

Accepted Answer

A) During service encounters, when something unexpected happens consumers spontaneously infer or attribute blame. 
B) When consumers attribute the blame to the firm rather than to themselves, they are more likely to complain. 
C) When the problem is perceived as a matter under the control of the customer, the complaint behaviour increases. 
D) When the problem is perceived as a matter under the control of the firm, the complaint behaviour increases. 
E) Westerners typically underestimate situation conditions as a cause for a person's behaviour. 
A) During service encounters, when something unexpected happens consumers spontaneously infer or attribute blame. 
B) When consumers attribute the blame to the firm rather than to themselves, they are more likely to complain. 
C) When the problem is perceived as a matter under the control of the customer, the complaint behaviour increases. 
D) When the problem is perceived as a matter under the control of the firm, the complaint behaviour increases. 
E) Westerners typically underestimate situation conditions as a cause for a person's behaviour.

Question 20

There are a few options open to customers when they are unhappy with the service they received, including some form of public action.Which of the following may NOT be a public action option?

Accepted Answer

A) Take legal action to obtain redress 
B) Seek redress directly from business firm 
C) Complain to business or private agencies 
D) Seek redress directly from government 
E) Complain to government agencies 
A) Take legal action to obtain redress 
B) Seek redress directly from business firm 
C) Complain to business or private agencies 
D) Seek redress directly from government 
E) Complain to government agencies

Service providers should be encouraged to develop a 'complaints as opportunities' culture for which of the following reasons?

In the case of a low-involvement product, consumers often don't bother to complain because they feel that complaining will not achieve a satisfactory outcome.

Which of the following is NOT a reason why dissatisfied customers don't complain according to the SOCAP research?

Which of the following is NOT part of Lovelock's extended fishbone framework?

Which of the following is NOT one of nine guidelines for service recovery tactics?

When customers are embarrassed, they know the service failure is their fault, so the service provider avoids negative consequences.

Creating effective service recovery programs must be initiated and developed by senior management.

How do fishbone diagrams help managers improve service quality?

It is important to realise that the organisation needs to address the anger of the customer as well as the specific issue.

Studies have found that the majority of customer complaints get through to Head Office.

It has been suggested that companies should plan to disappoint customers, creating lower expectations, so they can recover and gain stronger loyalty.This has been referred to as the:

Research conducted by SOCAP suggests that higher levels of satisfaction were found when complaints handling was _ and required only _.

Which of the following is an example of consumers involuntarily switching providers?

A restaurant that wants to improve service quality is looking for a relatively easy approach to monitoring how long customers wait to be seated.Which of the following methods would best meet that objective?

What is the main reason for Singapore Airlines to use multilingual in-flight surveys to collect complaints from their passengers?

All of the following are true EXCEPT:

Which of the following represents a cost of service failure?

Which of the following could be a cause for a consumer to switch services on the basis of ethical problems with the organisation?

Which of the following may NOT be a true statement?

There are a few options open to customers when they are unhappy with the service they received, including some form of public action.Which of the following may NOT be a public action option?

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Filters

Exam 14: Handling customer complaints and managing service recovery

Service providers should be encouraged to develop a 'complaints as opportunities' culture for which of the following reasons?

In the case of a low-involvement product, consumers often don't bother to complain because they feel that complaining will not achieve a satisfactory outcome.

Which of the following is NOT a reason why dissatisfied customers don't complain according to the SOCAP research?

Which of the following is NOT part of Lovelock's extended fishbone framework?

Which of the following is NOT one of nine guidelines for service recovery tactics?

When customers are embarrassed, they know the service failure is their fault, so the service provider avoids negative consequences.

Creating effective service recovery programs must be initiated and developed by senior management.

How do fishbone diagrams help managers improve service quality?

It is important to realise that the organisation needs to address the anger of the customer as well as the specific issue.

Studies have found that the majority of customer complaints get through to Head Office.

It has been suggested that companies should plan to disappoint customers, creating lower expectations, so they can recover and gain stronger loyalty.This has been referred to as the:

Research conducted by SOCAP suggests that higher levels of satisfaction were found when complaints handling was _______ and required only _______.

Which of the following is an example of consumers involuntarily switching providers?

A restaurant that wants to improve service quality is looking for a relatively easy approach to monitoring how long customers wait to be seated.Which of the following methods would best meet that objective?

What is the main reason for Singapore Airlines to use multilingual in-flight surveys to collect complaints from their passengers?

All of the following are true EXCEPT:

Which of the following represents a cost of service failure?

Which of the following could be a cause for a consumer to switch services on the basis of ethical problems with the organisation?

Which of the following may NOT be a true statement?

There are a few options open to customers when they are unhappy with the service they received, including some form of public action.Which of the following may NOT be a public action option?

Marketing in the service economy

Customer behaviour, culture and service encounters

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Filters

Research conducted by SOCAP suggests that higher levels of satisfaction were found when complaints handling was _ and required only _.