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100 Cards in this Set
- Front
- Back
1)________ customers are employees receiving goods or services from within the same firm A) Primary B) Capital C) External D)Secondary E)Internal |
E)Internal
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2)________ customers are the bill-paying receivers of a company's work.A) External
A) External B) Internal C) Primary D)Secondary E)Capital |
External
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3) The________ customers are the ultimate people the company is trying to satisfy with its work.
A) capital B) internal C)primary D)external E)secondary |
D)external
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4)________ are also known as end users.
A) External B) Internal C) Capital D)Primary E) Secondary |
A) External
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5) Theacronym RCDQ stands for-------------
A) restructuredcustomer-driven quality B) relative customer-drivenquality C)redesigned customer-driven quality D)receptive customer-driven quality E) reactive customer-driven quality |
E)reactive customer-driven quality
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6)The ________ model shows that a firm's quality performance is increasing whilecustomer's expectations are also increasing.
A) restructuredcustomer-driven quality B) relative customer-drivenquality C)redesigned customer-driven quality D)receptive customer-driven quality E) reactive customer-driven quality |
B) relativecustomer-driven quality
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7)The acronym CRM stands for __
A)Customer Reaction Management B)Customer Resource Management C)Customer Response Management D)Customer Risk Management E) Customer Relationship Management |
E)Customer Relationship Management
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8)The view of the customer that asserts that he or she is a valued asset to bemanaged is referred to as ________.
A) customerresponse B) customerintelligence C)customer data management D)reactive customer-driven quality E) customer-relationship management |
E)customer-relationship management
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9)Which of the following is not a design aspect to customer-relationship management?
A) correctiveaction B) guarantees C)feedback D)cost E)complaint resolution |
D)cost
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10)The ________ process involves the transformation of a negative situation into one in which the complainant is restored to the state existing prior to the occurrence of a problem.
A)complaint-reaction B)complaint-restoration C)complaint-resolution D)complaint-response E)complaint-reversal |
C)complaint-resolution
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11)The first component of a complaint-resolution process is ________.
A) contrition B) correction C) compensation D) communication E)correlation |
C) compensation
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12)The second component of a complaint-resolution process is ________.
A) contrition B) correction C) compensation D) communication E)correlation |
A) contrition
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13)The process associated with resolving complaints is called the ________process.
A)complaint-reversal B)complaint-restoration C)complaint-reaction D)complaint-recovery E)complaint-response |
D)complaint-recovery
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14)Which of the following is not a component of an effective guarantee?
A) conditional B) meaningful C)understandable D)communicable E)painless to invoke |
A) conditional
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15)The gap refers to the differences between ________.
A) correctiveaction and preventive action B) servicequality and product quality C)empowered employees and employees managed by a hierarchy D)accurate quality projections and inaccurate quality projections E)desired levels of performance and actual levels of performance |
E)desired levels of performance and actual levels of performance
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16)The SERVQUAL instrument was developed by ________.
A) Juran,Deming, and Shewhart B) Ishikawa andTaguchi C)Hammer and Champy D)Parasuraman, Zeithamel, and Berry E)Feigenbaum, Crosby, and Peters |
D)Parasuraman, Zeithamel, and Berry
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17)Which of the following determinants of service quality involves consistency of performance and dependability?
A)reliability B)responsiveness C)competence D)access E)credibility |
A)reliability
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18)Which of the following determinants of service quality concerns the readiness of employees to provide service?
A)reliability B)responsiveness C)competence D)credibility E)courtesy |
B)responsiveness
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19)Which of the following determinants of service quality means possession of the required skills and knowledge to perform the service?
A)reliability B)responsiveness C)competence D)access E)credibility |
C)competence
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20)Which of the following determinants of service quality involves approachabilityand ease of contact?
A)reliability B)responsiveness C)competence D)access E)courtesy |
D)access
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21)Which of the following determinants of service quality involves politeness,respect, consideration, and friendliness of contact personnel?
A)reliability B)responsiveness C)competence D)credibility E)courtesy |
E)courtesy
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22)Which of the following determinants of service quality involvestrustworthiness, believability, honesty, and having the customer's bestinterests at heart?
A)reliability B)responsiveness C)competence D)credibility E)courtesy |
D)credibility
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23)Which of the following determinants include the physical evidence of the service?
A)tangibles B)aesthetics C)features D)intangibles E)logistics |
A)tangibles
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24)What does segmenting markets involve?
(possible long answer question) A)distinguishing expected service and perceived service B)distinguishing customers according to common characteristics C)analyzing the management perceptions of consumer expectations D)distinguishing service quality specs and service delivery E)analyzing the external methods to communicate with customers |
B)distinguishing customers according to common characteristics
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25)________ is a process for developing relationships with few suppliers for long contract terms.
A) Singlesourcing B) Gap analysis C)Supplier rationalization D)Segmentation E) Source loyalty |
A) Single sourcing
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26)________ results in the suppliers becoming de facto subsidiaries to their major customers.
A) Segmentation B) Gap analysis C)Strategic alliance D)Source loyalty E)Supplier rationalization |
C)Strategic alliance
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27)In ________, suppliers integrate information systems and quality systems thatallow close integration at all levels.
A)segmentation B)gap analysis C)annuity relationships D)strategic alliances E)supplier rationalization |
D)strategic alliances
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28)________ results from agreement between marketing and operations as to which customers add the greatest advantage and profits over
time. A) Customersegmentation B)Customer-relationship management C)Reactive customer-driven quality D)Actively solicited customer-feedback E)Customer rationalization |
E)Customer rationalization
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29)A(n) ________ relationship is one in which the customer provides a long-term,steady income stream to the provider.
A) perpetual B) annuity C)active D)rational E)passive |
B) annuity
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30)Gathering data through focus groups and surveys is an example of a(n) ________data gathering.
A) active B) open C)rational D)passive E)closed |
A) active
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31)Gathering data through customer comment cards is an example of a(n) ________data gathering.
A) active B) open C)rational D)passive E)closed |
D)passive
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32) ________ includes all supplier-initiated contact with customers
A)Customer-relationship management B)Supplier rationalization C)Single sourcing D)Customer segmentation E)Actively solicited customer feedback |
E)Actively solicited customer feedback
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33)Phone contacts, focus groups, and survey results are referred to as ________data.
A) hard B) soft C)active D)passive E)rational |
A) hard
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34)Measurement data such as height, weight, volume, and speed are referred to as________
data. A) active B) passive C)rational D)soft E)hard |
E)hard
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35)________ data are ranked so that one measure is higher than the next.
A) Active B) Discrete C) Continuous D)OrdinalE)Passive |
D)Ordinal
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36)________ data is used to compare employee and customer perceptions of quality.
A) Hard B) Soft C)Active D)Passive E)Rational |
B) Soft
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37)A(n) ________ group allows a supplier to gather feedback from a group of consumers at one time.
A) access B) focus C)service D)ordinal E)discussion |
B) focus
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38)What is the first step in performing a focus group session?
A)develop questions B)narrow scope of questions C)identify purpose D)select target population E)run multiple groups |
C)identify purpose
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39)A(n) ________ consists of a series of items designed to capture perceptions.
A) survey B) focus group C)ordinal data system D)passive data gathering E)active data gathering |
A) survey
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40)The ________ approach involves obtaining information from customers about the process
A) focus group B) vendormanaged inventory C)knowledge management D)critical-incident E)customer-relationship management |
D)critical-incident
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41)________ validity refers to the use of certain terms and whether terms really measure what it is we want to measure.
A) Criterion B) Conformance C)Content D)Control E)Construct |
E)Construct
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42)________ validity indicates that your measuring instrument has the ability topredict or agree with constructs external to that which you are measuring.
A)Criterion B)Conformance C)Content D)Control E)Construct |
A)Criterion
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43)________ validity refers to whether the item really measures what we want to measure.
A) Construct B) Control C) Criterion D) Conformance E) Content |
E) Content
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44)When analyzing the results of a survey, open-ended questions are analyzed with Pareto analysis using ________ of the various categories of responses.
A)means B)numerical responses C)bar charts D)simple correlations E)histograms |
C)bar charts
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45)Customer-initiated contact such as filling out a restaurant complaint card,calling a toll-free complaint line, or submitting an inquiry via a company'sWeb site, is considered ________.
A) customerrationalization B) passivelysolicited customer feedback C)actively solicited customer feedback E)customer segmentation |
B) passively solicited customer feedback
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46)Customer ________ is measured as the percentage of customers who return for
more service. A)approval B)feedback C)satisfaction D)retention E)response |
D)retention
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47)What are the three phases of customer-relationship management?
A)satisfaction, feedback, and retention B)satisfaction, acquisition, and transition C)response, feedback, and enhancement D)acquisition, retention, and enhancement E)response, transition, and acquisition |
D)acquisition, retention, and enhancement
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48)The ________ phase of customer-relationship management involves improving service to the customer through the use of information systems.
A) acquisition B) retention C) enhancement D)transition E) response |
C) enhancement
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49)Churn reduction involves the reduction of the loss of ________.
A) raw materials B)suppliers C)funds D)products E) customers |
E)customers
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50)________ management involves managing the mountain of information generated by Web site usage in a way to improve marketing to key customers.
A)Knowledge B)Order C)Sales D)Campaign E)Channel |
A)Knowledge
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51)Internal customers are the bill-paying receivers of a company's work.
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Answer: FALSE
correct answer is A) External |
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52)External customers are employees receiving goods or services from within the same firm.
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Answer: FALSE
E)Internal |
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53)The external customers are the ultimate people the company is trying to satisfy with its work.
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Answer: TRUE
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54)Customer-driven quality represents a proactive approach to satisfying customer needs that is based on gathering data about the customers to learn their need sand preferences.
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Answer: TRUE
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55)RCDQ is the acronym for reactive customer-driven quality.
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Answer: TRUE
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56)The reactive customer-driven quality shows that a firm's quality performance is increasing while customers' expectations also are increasing.
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Answer: TRUE
relativecustomer-driven quality |
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57)The aspect of customer-relationship management asserts that he or she is a valued asset to be managed.
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Answer: TRUE
customer-relationship management |
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58)The complaint-resolution process involves the transformation of a negative situation into one in which the complainant is restored to the state existing prior to the occurrence of a problem.
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Answer: TRUE
complaint-resolution |
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59)The first component of a complaint-resolution process is contrition
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Answer: FALSE
Correlation |
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60)The process associated with resolving complaints is called the complaint-response process.
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Answer: FALSE
complaint-recovery |
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61)A guarantee outlines the customer's rights.
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Answer: TRUE
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62)Guarantees should be designed prior to beginning business.
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Answer: TRUE
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63)To be effective, a guarantee should be conditional.
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Answer: TRUE
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64)The gap refers to the differences between desired levels of performance and actual levels of performance.
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Answer: TRUE
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65)Feigenbaum, Crosby, and Peters developed the survey instrument called SERVQUAL
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Answer: FALSE
Parasuraman,Zeithamel, and Berry |
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66)Credibility involves consistency of performance and dependability
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Answer: FALSE)
reliability |
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67)Reliability concerns the willingness or readiness of employees to provide service.
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Answer: FALSE
Responsiveness |
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68)Competence means possession of the required skills and knowledge to perform the service.
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Answer: TRUE
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69)Tangibles include the physical evidence of the service
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Answer: TRUE
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70)To segment markets means to distinguish customers or markets according to common
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Answer: FALSE
distinguishingcustomers according to common characteristics |
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71)Many companies use single sourcing as a way to increase the number of suppliers
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Answer: FALSE
single sourcingisa process for developing relationships with few suppliers for long contractterms. |
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72)Single-sourcing arrangements are developing into strategic alliances where suppliers become de facto subsidiaries to their major customers.
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Answer: TRUE
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73)Customer rationalization results from agreement between marketing and operations as to which customers add the greatest advantage and profits overtime.
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Answer: TRUE
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74)Annuity relationship results in the customer providing a short-term income stream to the provider.
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Answer: FALSE
)A(n) Annuity________ relationship is one in which the customer provides a long-term,steady income stream to the provider. |
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75)Gathering data through focus groups and surveys are examples of passive data gathering.
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Answer: FALSE
active |
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76)Actively solicited customer feedback includes all supplier-initiated contact with customers.
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Answer: TRUE
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77)Phone contacts and focus groups are referred to as hard data.
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Answer: FALSE
Soft data |
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78)Soft data are measurement data such as height, weight, volume, or speed thatcan be measured on a continuous scale.
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Answer: FALSE
Hard DATA |
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79)Ordinal data are ranked so one measure is higher than the next.
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Answer: TRUE
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80)A focus group allows a supplier to gather feedback from a group of consumers atone time.
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Answer: TRUE
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81)Focus groups draw individuals with similar characteristics or demographics.
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Answer: TRUE
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82)Criterion validity refers to whether the item really measures what we want to measure.
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Answer: FALSE
Construct |
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83)Construct validity indicates that your measuring instrument has theability to predict or agree with constructs external to that which you aremeasuring.
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Answer: FALSE
Criterion validity |
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84)When analyzing the results of a survey, open-ended questions are analyzed withPareto analysis using bar charts of the various categories of responses.
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Answer: TRUE
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85)Customer-initiated contact, such as submitting an inquiry via a company's Website, is considered passively solicited customer feedback
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Answer: TRUE
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86)Active data collections tend to result in lower ratings of quality than passive data collections.
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Answer: FALSE
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87)Customer retention is measured as the percentage of customers who return for more service.
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Answer: TRUE
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88)The three phases of customer-relationship management systems are response,transition, and feedback.
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Answer: FALSE
acquisition, retention, and enhancement |
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89)The enhancement phase of customer-relationship management involves improvingservice to the customer through the use of information systems.
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Answer: TRUE
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90)Knowledge management involves managing the mountain of information generated byWeb site usage in a way to improve marketing to key customers.
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Answer: TRUE
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91)Differentiate between internal and external customers .( long answer question)
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Answer: Internal customers are employees receiving goods or services from within the same firm. For example, management information systems (MIS) technicians and programmers view the users within their company as internal customers. In contrast, external customers or end users are the bill-paying receivers of a company's work. A person that enters a restaurant and purchases a meal is an external customer.
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92)Explain the reactive customer-driven quality (RCDQ) model.( long answer question)
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Answer: This reactive customer-driven quality (RCDQ)model shows that a firm's quality performance is increasing while customers' expectations also are increasing. Problems occur when customer requirements increase at a faster rate than quality and service improvement. This places a firm in a reactive mode that may signal the need for major process and serviceredesign. The RCDQ model demonstrates conceptually and graphically the primarypitfalls and dangers of RCDQ.
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93)What are the components and activities associated with the complaint resolution process?
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Answer: The first component is to compensate people for their losses. This may be as small as an easy return policy with no questions asked. The second component is contrition. The firm should apologize to the customer for the mistakes made. Third, the complaint-resolution process must be designed to make it easy for complainants to reach resolution to simplecomplaints.
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94)What is gap analysis?
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Typically,the gap refers to the differences between desired levels of performance and actual levels of performance. This could be something like the difference between the desired conformance level versus the existing conformance level in a manufacturing environment. In services, this is the difference between theexpected and the actual level of service provided. Gaps are important in thatonce a gap is identified, it is a candidate for corrective action and processimprovement. The formal means for identifying and correcting these gaps iscalled gap analysis. One of the differences studied by gap analysis identifiesthe difference between managerial and customer perceptions of what the customerwants.
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95)Explain the ten determinants of service quality contributed by Parasuraman,Zeithamel, and Berry.
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In addition to the gaps model, Parasuraman, Zeithamel, and Berry contributed a number of importantconcepts to managing service quality. These include 10 determinants of servicequality:• Reliability involves consistency of performance and dependability.• Responsivenessconcerns the willingness or readiness of employees to provide service.• Competencemeans possession of the required skills and knowledge to perform the service.• Accessinvolves approachability and ease of contact.• Courtesyinvolves politeness, respect, consideration, and friendliness of contactpersonnel.• Communicationmeans keeping customers informed in language they can understand and listening to them.• Credibilityinvolves trustworthiness, believability, and honesty.• Securityis the freedom from danger, risk, or doubt.• Understanding/knowingthe customer involves making the effort to understand the customer's needs.• Tangiblesinclude the physical evidence of the service.
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96)Describe the concept of single sourcing. How is single sourcing related tostrategic alliances?
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Answer: Many companies use single sourcing as a way to reduce the number of suppliers. Single sourcing is a process for developing relationships with few suppliers for long contract terms. Increasingly,single-sourcing arrangements are developing into strategic alliances where the suppliers become de facto subsidiaries to their major customers. In these arrangements, not only are suppliers single-source providers, but they alsointegrate information systems and quality systems that allow close interactionat all levels.
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97)Differentiate between soft data and hard data.
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Phone contacts, focus groups, and survey results are referred to as soft data. As opposed to soft data, hard data are measurement data such as height, weight,volume, or speed that can be measured on a continuous scale. Soft data are notcontinuous and are, at best, ordinal
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98)What is the function of a focus group?
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: A focus group allows a supplier to gather feedback from a group of consumers at one time. The groups are focused in two ways: First, focus groups narrowly address a single topic or group of topics.Second, focus groups draw individuals with similar characteristics or demographics. This limits the discussion to subjects and market segments that are of particular interest to the firm.
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99)Differentiate between construct validity and content validity.
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Construct validity refers to the use of certain terms and whether terms really measure what it is we want to measure. For example, self-reported measures or percentage growth in sales might not be a valid measure of success in customer satisfaction. Sales increases may instead reflect favorable market conditions.Content validity, in contrast, refers to whether the item really measures whatwe want to measure. Usually, this includes asking five or six"experts" to review the instrument and determine whether theinstrument is valid.
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100)What are customer-relationship management systems?
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With business information systems–especially over the Internet–companies are receiving volumes of customer-related data. These data include personal,Internet, process, and customer preference information. As a result, systems have been created to mine these data to improve customer service and retention.These systems are called customer-relationship management systems (CRMS). CRMS use data to manage the three phases of customer-relationship management. These three phases are acquisition, retention, and enhancement
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