Chapter 11
Enhancing the Customer Experience with Technology
1)
Historically, IT developers designed systems for internal customers as opposed to
external customers.
Answer:
TRUE
Page Ref: 145
Skill:
Easy
AACSB:
Use of IT
2)
The primary source of dissatisfaction when using self-service technology is the simple failure to perform.
Answer:
TRUE
Page Ref: 152
Skill:
Easy
AACSB:
Use of IT
3)
By building in redundancy and the ability to self-monitor, most technology systems can provide virtually continuous service.
Answer:
TRUE
Page Ref: 152
Skill:
Easy
AACSB:
Use of IT
4)
The decision to minimize the possibility of technological failure must be based on the full costs of outage as opposed to loss of customer goodwill.
Answer:
FALSE
Page Ref: 152
Skill:
Moderate
AACSB:
Use of IT
5)
One way that organizations can reduce the impact of self-service technology failure is to require training for all interface designers.
Answer:
TRUE
Page Ref: 153
Skill:
Easy
AACSB:
Use of IT
6)
The design of transactional encounters is an art, requiring a very creative staff to design the transaction process.
Answer:
FALSE
Page Ref: 153
Skill:
Moderate
AACSB:
Use of IT
7)
Service recovery is the ability of an organization to rectify failed encounters.
Answer:
TRUE
Page Ref: 156
Skill:
Easy
AACSB:
Use of IT
8)
Web technology allows business to create self-service applications that allow customers to access business systems with out any assistance from company employees.
Answer:
TRUE
Page Ref: 145
Skill:
Easy
AACSB:
Use of IT
9)
The nature of economic value follows a natural progression from commodities to goods to services then to experiences.
Answer:
TRUE
Page Ref: 146
Skill:
Easy
AACSB:
Use of IT
10)
Experiences are fungible and pricing is typically established on the basis of costs and availability.
Answer:
FALSE
Page Ref: 146
Skill:
Moderate
AACSB:
Use of IT
11)
Providers intentionally use services as the stage and commodities as props to create a memorable experience for the customer.
Answer:
FALSE
Page Ref: 146
Skill:
Hard
AACSB:
Reflective Thinking
12)
The level of customer participation will directly affect the customer’s experience.
Answer:
TRUE
Page Ref: 147
Skill:
Moderate
AACSB:
Reflective Thinking
13)
Customer marketing efforts both cater to a customer’s need for experience and creates a customer’s need for experience.
Answer:
FALSE
Page Ref: 147
Skill:
Hard
AACSB:
Reflective Thinking
14)
There is an increased economic value to an organization through the staging of customer experiences.
Answer:
TRUE
Page Ref: 147
Skill:
Hard
AACSB:
Reflective Thinking
15)
The majority of customer encounters experienced by organizations are customer initiated.
Answer:
TRUE
Page Ref: 148
Skill:
Easy
AACSB:
Reflective Thinking
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