Management 435: Dr. Gamini Gunawardane

PRACTICE TEST QUESTIONS SET 1

True/False Questions (One point each; Mark 1=True; 2=False)

  1. One source of service sector growth is social trends.
  2. Services where the degree of customization is high and degree of automation is low are called “service shops”
  3. In a professional service, most value is added in the “back office” (as opposed to the “front office”)
  4. Auto repair is an example of a service factory.
  5. In the “gap model” by Parasuraman et al., customer satisfaction is measured by Perceptions – Expectations (P-E)
  6. A study discussed in class showed that when intangibility of the service is high, the customers seem to blame service providers (than themselves) for problems encountered.
  7. In “personal interactive” services, e.g., schools (as opposed to maintenance interactive services, e.g., banks AND task interactive service, e.g., advertising), substitutability of the service employee is low.
  8. QFD is a method to measure customer satisfaction of service quality.
  9. The most effective method to design a service is called SERVQUAL.
  10. In a study on effective service promotional activities in foreign countries, rural populations with low literacy rates were found to have a greater response to promotional activities using print (e.g., newspapers) or electronic (e.g., TV) media.
  11. When customization and interaction are low (like in Lecture Teaching), the most important dimension of service quality was found to be physical attributes.
  12. Relative importance of the five dimensions of service quality varies with the service setting (service type)
  13. In a SERVQUAL study, three questionnaires are given to the customer, each with 22 questions.
  14. In a study discussed in class about consumer acceptance of foreign health care professional services, the researchers found that nationality of the health care provider was less important than the supplementary and extra services offered by the provider.

Multiple Choice Questions (1 point each)

  1. Experts claim that the U.S. economy has moved from an agrarian economy to an industrial economy and then to a service economy. The next transformation is described as a
  2. hi-tech economy
  3. customer focus economy
  4. education economy
  5. experience economy
  6. The Service Process Matrix classifies services on two dimensions. One is Degree of Customization. The other is
  7. degree of interaction
  8. degree of labor intensity
  9. customer contact level
  10. whether customer has a membership type relationship with the service provider
  1. In designing the Service Package, we design all the following except
  2. explicit services
  3. implicit services
  4. information
  5. supporting facilities
  6. service strategy
  1. Services are different from products because of all the following characteristics except
  2. Intangibility
  3. Homogeneity
  4. Perishability
  5. Simultaneity
  1. One dimension used to classify services is the Nature of the Service Act in which the recipient of the service has to be identified as either the customer or
  2. customer’s satisfaction
  3. customer’s possessions
  4. customer’s expectations
  5. customer’s perceptions
  1. In a professional service, all the following are high except
  2. customization
  3. product component (as opposed to the process component)
  4. contact time
  5. discretion of the server
  1. Customers seem to seek information most in which of the following type of service encounter?
  2. service factory
  3. service shop
  4. mass service
  5. professional service
  1. When customers seek additional information by way of research and independent sources, a “parallel encounter” (to the primary service encounter) is created. This affects customer’s
  1. pre-encounter expectations
  2. post-encounter perceptions
  3. both the above
  4. none of the above
  1. The remedy suggested when the high intangibility of a service becomes a problem resulting in higher and perhaps varied expectations by customers is to
  2. make the process simpler
  3. add more tangible products and rewards (gifts) to the service
  4. make the process more tangible by pictures, demos etc..
  5. hire more friendly employees
  1. Customer satisfaction is perceptions – expectations (P-E) says the well known gap theory by Parasuraman et al. The most prominent opposing theory is that customer satisfaction/dissatisfaction is based only on
  2. customer expectations
  3. customer perceptions
  4. customer emotions
  5. customer social standing
  1. The 3 dimensional approach to defining service quality (the European view) consists of all the following except
  2. physical quality
  3. interactive quality
  4. interpersonal quality
  5. corporate quality
  1. In globalizing service operations, the following type of services are more likely to go overseas (i.e., high adaptability)
  2. Labor intensive services
  3. Information intensive services
  4. Capital intensive services
  5. Services associated with name brand products.

Write in answers:

  1. The three components of the Service Encounter Triad are (1 point)

______

  1. The five original dimensions of service quality (by SERVQUAL authors) are

(You must give the exact original terms) (3 points)

______

______

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