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SQM 106

Total questions: 105

Worksheet time: 53mins

Name
Class
Date
1.
1. What factors determine sales volume and service utility?
a)

Customer satisfaction

b)

Service standards

c)

Material capacity

d)

Brand image

2.
2. Service standards are established based on:
a)

Management experience

b)

Competitor performance

c)

Internal capability

d)

Customer wants and needs

3.
3. In which area will the lack of internal measurement tools directly affect performance?
a)

GAP 1

b)

GAP 2

c)

GAP 3

d)

GAP 5

4.
4. When does profit management NOT lead to the addition of additional resources or service capacity?
a)

When demand increases

b)

When competition intensifies

c)

When existing service capacity has been optimized

d)

When customer expectations rise

5.
5. Third-party fairness affects:
a)

Customer satisfaction

b)

Employee behavior

c)

Complaint handling

d)

Fair assessment from an observer

6.
6. If GAP 3 (between service quality characteristics and actual delivery) is large, what could happen?
a)

Customers feel delighted

b)

Customers feel indifferent

c)

Customers feel cheated because the service is not as promised

d)

Customers increase loyalty

7.
7. Customer recovery training aims to:
a)
A. Reduce service cost
b)
B. Improve brand image
c)
C. Increase service speed
d)
D. Encourage customer participation in service provision
8.
8. Which of the following is NOT a component of a customer feedback system?
a)

Complaint handling

b)

Suggestion collection

c)

Satisfaction surveys

d)

Brand value

9.
9. The role of staff training in service recovery does NOT include:
a)

Improving communication skills

b)

Enhancing problem-solving ability

c)

Increasing empathy

d)

Increase service prices

10.
10. If an organization wants to assess the discrepancy between customer expectations and actual perceptions, what tool should it use?
a)

SWOT analysis

b)

SERVPERF

c)

Kano model

d)

SERVQUAL model

11.
11. According to Parasuraman et al. (1986), which factor enables timely service delivery?
a)

Tangibles

b)

Responsiveness

c)

Trust

d)

Empathy

12.
12. What factors are used to manage an organization's long-term strategic capabilities?
a)
A. Short-term sales targets
b)
B. Employee satisfaction surveys
c)
C. Operational efficiency
d)
D. Develop long-term plans based on an assessment of the current situation.
13.
13. Expectation confirmation model reflects:
a)

Customer loyalty

b)

Brand perception

c)

Service recovery

d)

Comparison between expectations and actual experience

14.
14. What determines whether a product is a service or not?
a)

Level of standardization

b)

Degree of customization

c)

Price

d)

The Degree of invisibility of the product (intangibility)

15.
15. What is the purpose of the “quality house” matrix in QFD?
a)

Measure customer satisfaction

b)

Evaluate competitors

c)

Design service process flow

d)

Transform customer wants into product/service design characteristics

16.
16. What type of service failure occurs when a core service is not delivered or delayed?
a)

Procedural errors

b)

Behavioral errors

c)

Product/service errors

d)

Communication errors

17.
17. Which of the following tools is commonly used in quantitative research?
a)

Focus group

b)

In-depth interview

c)

Observation

d)

SERVQUAL

18.
18. Airline meal service is a type of service:
a)

Customized

b)

Personalized

c)

Flexible

d)

Standardized

19.
19. What should an organization do to effectively manage demand?
a)

Increase capacity

b)

Improve service quality

c)

Improve staff skills

d)

Offer price discounts

20.
20. What does the theory of equity in distribution emphasize?
a)

Service process

b)

Customer emotions

c)

Employee behavior

d)

Recovery results received by the customer

21.
21. What requirements must a customer feedback collection tool meet?
a)

Be highly standardized and complex

b)

Be free of charge

c)

Be used only internally

d)

Must be able to operate flexibly and cost-effectively

22.
22. What is an opportunity for a customer?
a)

A loyal long-term customer

b)

A first-time customer

c)

A customer who actively promotes the brand

d)

Someone who takes advantage of service errors

23.
23. How can internal staff participate in service evaluation research?
a)

Conducting external market surveys

b)

Acting as mystery shoppers

c)

Benchmarking competitors

d)

Self-assessment of personal feelings

24.
24. When is the service recovery paradox least likely to occur?
a)

When customers are loyal

b)

When recovery is fast

c)

When the service is low-cost

d)

When the error is deemed serious

25.
25. What elements make up a service process?
a)

Employees, customers, technology

b)

Front office, back office, management

c)

Input, transformation, output

d)

Meeting interface, technical interface, support interface

26.
26. What is the importance of service design?
a)

More effective service process management

b)

Creating a better customer experience

c)

Service classification to illustrate service operations

d)

All of the above (more effective service process management, creating a better customer experience, service classification to illustrate the nature of service operations)

27.
27. What are the strategic objectives of service capability management?
a)

Minimizing service costs

b)

Improving employee satisfaction

c)

Increasing market share

d)

Meeting customer and organizational needs in terms of output and revenue

28.
28. A travel company wants to improve its service based on common mistakes made by customers. Which method should be prioritized?
a)

Mystery shopping

b)

Customer satisfaction survey

c)

Benchmarking competitors

d)

Critical analysis of the incident

29.
29. Service metrics are used to
a)

Measure employee performance

b)

Control service costs

c)

Analyze competitors

d)

Measuring customer satisfaction

30.
30. What factors influence customer perception and satisfaction with their service experience?
a)

Price

b)

Location

c)

Technology

d)

Staff

31.
31. In Parasuraman and colleagues' 5-gap model of quality, the difference between the actual service delivered and the information provided to the customer is
a)

GAP 1

b)

GAP 2

c)

GAP 3

d)

GAP 4

32.
32. What factor influences the distance between two points in the SERVQUAL model?
a)

Customer loyalty

b)

Market competition

c)

Employee motivation

d)

Management’s awareness of service quality

33.
33. Which element is involved in a service process flowchart?
a)

Organizational hierarchy

b)

Internal accounting activities

c)

IT infrastructure

d)

The customer’s consumption process and sequence of actions

34.
34. . Suppose a travel company finds that external media coverage is inaccurate and has inflated customer expectations. How should they address this issue?
a)

Increase service prices

b)

Ignore the media

c)

Improve internal training only

d)

Adjust advertising content to better reflect the actual service

35.
35. What is the objective of real-time service delivery management?
a)

Maximizing employee productivity

b)

Standardizing all services

c)

Reducing customer complaints

d)

Ensuring that customer and organizational needs are met in terms of output and revenue

36.
36. A customer who expects high service based on advertising but receives low service is exhibiting a service gap?
a)

GAP 1

b)

GAP 2

c)

GAP 3

d)

GAP 4

37.
37. What is a customer feedback center?
a)

A department that handles marketing only

b)

A unit for employee training

c)

A center for complaints only

d)

This department receives feedback from customers and various other departments within the organization.

38.
38. Income data from mystery shopping may be inaccurate if
a)

The sample size is large

b)

The service is standardized

c)

Customers are informed

d)

The surveyor is biased or inexperienced

39.
39. When conducting research on service quality at a high-end hotel, which of the following methods helps to understand the expectations of VIP customers?
a)

Online questionnaire

b)

Observation

c)

Focus group discussion

d)

In-depth personal interview

40.
40. In 1985, how many service quality components did Parasuraman et al. propose?
a)

3

b)

4

c)

6

d)

5 (Tangibles, Reliability, Responsiveness, Assurance, Empathy)

41.
41. An effective customer feedback tool needs to have which feature?
a)

High technological complexity

b)

Standardized reporting only

c)

Single-level data collection

d)

Multi-level measurement capability

42.
42. Which of the following factors directly influences customer satisfaction?
a)

Product price

b)

Brand image

c)

Product and service quality

d)

All of the above

43.
43. According to social learning theory, what can opportunistic customers do during the service recovery process?
a)

Accept service failure passively

b)

Avoid future services

c)

Increase loyalty to the firm

d)

Imitate complaining behavior for personal gain

44.
45. Interactive fairness emphasizes
a)

The final outcome of the service

b)

Price fairness

c)

Procedural transparency

d)

How customers are treated during the service process

45.
46. A restaurant chain wants customers to provide regular feedback on service quality. What approach should it take?
a)
A. Conduct annual market research
b)
B. Use mystery shopping
c)
C. Rely only on complaint data
d)
D. Set up a suggestion box or online survey after using the service
46.
47. In Parasuraman’s 5-gap model, the difference between service quality requirements and service performance results is
a)

GAP 1

b)

GAP 2

c)

GAP 3

d)

GAP 4

47.
48. One advantage of qualitative research methods is
a)

Large sample size

b)

Statistical generalization

c)

Low research cost

d)

Understanding customer experience and motivations

48.
49. What is one way to improve customer satisfaction when they have to wait?
a)

Increase service prices

b)

Reduce service variety

c)

Speed up billing only

d)

Fill the time gap by providing entertainment activities for guests.

49.
50. Of the various types of service errors, which one indicates a failure to meet the customer's implicit expectations?
a)

Failure to meet explicit requirements

b)

Technical failure

c)

Procedural error

d)

Does not meet the implicit requirements

50.
51. How does customer feedback help organizations improve their products and services?
a)

Reduce employee workload

b)

Increase short-term profit

c)

Improve advertising effectiveness

d)

Ensure the final product meets customer expectations and needs

51.
52. A customer had a hotel service experience that was far worse than what the hotel advertised. This is the gap?
a)

GAP 1

b)

GAP 2

c)

GAP 3

d)

GAP 4

52.
53. How are service processes and service value related?
a)

They are unrelated concepts

b)

Service value determines service process

c)

Service value replaces service process

d)

Service process helps determine service value

53.
54. Customer feedback can help organizations in
a)

Eliminate competition

b)

Reduce labor costs

c)

Control pricing strategies

d)

Improve service quality and retain customers

54.
55. What is the purpose of a support interface in a service process?
a)

Communicate directly with customers

b)

Set service standards

c)

Deliver the core service

d)

Connect staff with technical departments to support efficient job execution.

55.
56. How many people are typically included in a focus group interview?
a)

3–5 people

b)

5–7 people

c)

15–20 people

d)

8–12 people

56.
57. What is the SERVQUAL model used for?
a)

Measuring employee performance

b)

Evaluating operational efficiency

c)

Measuring service costs

d)

Measuring service quality based on customer expectations and standards

57.
58. Which of the following levels of concentration focuses on a particular area?
a)

Level 1

b)

Level 2

c)

Level 3

d)

Level 4

58.
59. The basic product is
a)

Additional service features

b)

Emotional value

c)

Brand-related benefits

d)

The basic benefits that customers expect when making a purchase to satisfy their needs.

59.
60. From a traditional perspective, through what process is service value formed?
a)

Customer interaction → Experience → Satisfaction

b)

Co-creation between firm and customer

c)

Consumption → Evaluation → Loyalty

d)

Value link → Process → Request → Service value

60.
61. What is the central element in a service system?
a)

Technology

b)

Employees

c)

Service process

d)

Customer

61.
62. Service design includes which of the following elements?
a)

Only service delivery

b)

Cost control and pricing

c)

Employee evaluation

d)

Market research and service feature development

62.
63. What is the core product?
a)

Additional services

b)

Emotional value

c)

Brand reputation

d)

The main benefit that customers choose when buying the product

63.
64. Procedure-based equity theory is concerned with
a)

Financial compensation

b)

Outcome fairness

c)

Technical quality

d)

Mental and moral/ ethical satisfaction

64.
65. What type of research is customer feedback received via email or the internet?
a)

Quantitative

b)

Experimental

c)

Observational

d)

Qualitative

65.
107. One of the difficulties in collecting complaints is
a)

Customers complain too frequently

b)

Complaints are always emotional

c)

Complaints are costly to process

d)

Customers do not know who to complain to

66.
66. Why do group interviews typically involve 8–12 people?
a)

To reduce research cost

b)

To increase sample size

c)

To speed up interviews

d)

Ensuring control and quality of discussion

67.
67. Tangible elements in service design do NOT include the following:
a)

Physical facilities

b)

Equipment

c)

Appearance of personnel

d)

Support process

68.
68. What is a value-added product?
a)

A low-cost product

b)

A standardized product

c)

A basic product

d)

The product exceeded customer expectations.

69.
69. What are the benefits of listening directly to customers for an organization?
a)

Reducing operational costs

b)

Increasing advertising effectiveness

c)

Eliminating competitors

d)

Shaping the organization and helping employees improve service

70.
70. What is the probabilistic method used for in competency (capacity) management?
a)

Measuring service quality

b)

Controlling employee behavior

c)

Evaluating customer satisfaction

d)

Predict market demand and model the relationship between capacity and demand

71.
71. Collecting customer feedback helps the organization
a)

Reducing employee workload

b)

Improving short-term profits

c)

Enhancing internal control

d)

Strengthening relationships with customers

72.
72. What are the operational goals of a service?
a)

Maximizing revenue only

b)

Minimizing service time

c)

Increasing market share

d)

Ensuring all service quality standards are met appropriately

73.
73. How does a feedback system help an organization maintain strong relationships with its customers?
a)

By increasing service prices

b)

By reducing service variety

c)

By limiting customer interaction

d)

By regularly gathering feedback and improving products and services to meet customer needs

74.
74. Which stage in QFD involves identifying quality factors?
a)

Phase 1: Customer requirements

b)

Phase 2: Technical characteristics

c)

Phase 4: Process planning

d)

Phase 3: Identifying quality factors

75.
75. What factors may influence short-term supply management?
a)

Long-term strategic planning

b)

Brand positioning

c)

Customer loyalty

d)

The Degree of flexibility of physical resources

76.
76. What methods can be used to manage needs in capacity management?
a)

Workforce downsizing

b)

Service standardization

c)

Technology investment

d)

Price discounts and commercial activities

77.
77. A restaurant uses “mystery shopping” to evaluate service quality. How should the results be used to bring about effective improvement?
a)

Publicly rank employees

b)

Increase service prices

c)

Ignore minor issues

d)

Analyze results and retrain employees based on real-world feedback

78.
78. What elements make up an effective feedback system?
a)

Only service quality

b)

Only product features

c)

Only customer satisfaction

d)

Product quality, service quality, brand image, and price

79.
79. Why is customer feedback important for an organization?
a)

It replaces market research

b)

It guarantees profit

c)

It reduces competition

d)

Feedback helps organizations identify customer needs and expectations.

80.
80. According to the expectation confirmation model, customer satisfaction is the results of:
a)

Brand loyalty

b)

Service recovery

c)

Price comparison

d)

Evaluation between expectations and actual experience

81.
81. The meeting interface in the service process refers to
a)

The interaction between departments

b)

The relationship between technology and customers

c)

Internal support activities

d)

The relationship between customers and employees in the organization’s work environment

82.
82. Why is it necessary to combine qualitative and quantitative research?
a)

To reduce research costs

b)

To simplify data analysis

c)

To replace customer feedback

d)

To add depth and reliability to the results

83.
83. What problem arises in measuring service quality due to poor coordination between departments within an organization?
a)

GAP 1 increases

b)

GAP 2 increases

c)

GAP 3 increases

d)

GAP 4 has widens

84.
84. The technique of “critical incident analysis” aims to
a)

Measure service productivity

b)

Compare competitors

c)

Evaluate employee performance only

d)

Identify strengths and weaknesses in the service process

85.
85. What does the “supply control” strategy involve?
a)

Reducing customer demand

b)

Increasing service prices

c)

Eliminating service variability

d)

Adjusting factors affecting service delivery

86.
86. Data in qualitative research has which characteristics?
a)

Fixed and standardized

b)

Numerical and structured

c)

Static and objective

d)

Flexible, adaptable, and responsive

87.
87. Why is customer feedback a reliable source of information for an organization?
a)

It is collected anonymously

b)

It is always quantitative

c)

It is filtered by managers

d)

Customer feedback is collected through official channels and real-world customer experiences.

88.
88. The pragmatic cultural model focuses on
a)

Outcome fairness

b)

Price fairness

c)

Interaction fairness

d)

Fairness in procedure

89.
89. What does good competency (capacity) management mean?
a)

Minimizing service costs

b)

Eliminating idle capacity

c)

Increasing employee workload

d)

The organization can handle any level of demand without affecting customer satisfaction.

90.
90. What can service capability management help an organization achieve?
a)

Increase advertising effectiveness

b)

Improve brand awareness

c)

Eliminate customer complaints

d)

Minimize incidents and errors in service delivery

91.
91. A business providing services needs to have complete facilities, modern equipment, and attractive employee uniforms. According to Parasuraman, what are these factors?
a)

Reliability

b)

Responsiveness

c)

Assurance

d)

Tangible elements

92.
93. What is the relationship between the expectation validation model and customer satisfaction?
a)

Satisfaction depends on price

b)

Satisfaction depends on loyalty

c)

Satisfaction depends on promotion

d)

Satisfaction is the result of comparing expectations and reality.

93.
94. Why can customer feedback be a reliable source of information?
a)

It is always positive

b)

It is statistically representative

c)

It is controlled by the company

d)

because feedback is provided directly from users of the product or service.

94.
95. The goal of employee rehabilitation training is
a)

Increase service speed

b)

Reduce training costs

c)

Improve technical skills only

d)

Reduce stress and enhance employee value

95.
96. What customers expect is "should"
a)

What customers will accept

b)

What companies promise

c)

What customers predict

d)

What should happen from the customer’s perspective (“Will” is a realistic expectation – what customers predict the business will actually do, based on past experiences, brand reputation, or media coverage.)

96.
97. One of the most important things that customer feedback brings to an organization.
a)

Increasing short-term profits

b)

Reducing service costs

c)

Improving advertising design

d)

Helping organizations assess their ability to retain customers

97.
98. In the 5-gap model, the difference between the actual service received and customer expectations is
a)

GAP 1

b)

GAP 2

c)

GAP 4

d)

GAP 5

98.
99. The SERVQUAL model was developed by
a)

Grönroos

b)

Kotler

c)

Zeithaml

d)

Parasuraman and associates

99.
100. Optimizing the relationships between elements in a service is the goal.
a)
A. Service recovery
b)
B. Capacity management
c)
C. Quality control
d)
D. Effective service design
100.
101. Which of the following characteristics does the service have?
a)

Storability

b)

Tangibility

c)

Ownership

d)

Invisibility (Intangibility)

101.
102. For a service to take place, there must be simultaneous interaction between the seller and the buyer; this is a characteristic of a service.
a)

Heterogeneity

b)

Perishability

c)

Tangibility

d)

Not separate (Inseparability)

102.
103. The concept of customer feedback in tool management and feedback is understood as
a)

Market data from competitors

b)

Employee opinions

c)

Financial performance indicators

d)

Information provided by customers regarding their satisfaction or dissatisfaction with a product or service.

103.
104. What elements does service design focus on?
a)
A. Technology and cost only
b)
B. Employees only
c)
C. Physical facilities only
d)
D. The client designs and they are the co-producers.
104.
105. What elements does the service process include?
a)

Only employees and customers

b)

Only technology and organization

c)

Only front-stage activities

d)

Employees, technology, organization, and customers

105.
106. The main objective of qualitative research is
a)

Measuring service quality numerical

b)

Testing hypotheses statistically

c)

Generalizing results

d)

Gaining a deep understanding of feelings and behaviors of research subjects

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