课程名称︰服务业管理 课程性质︰选修 课程教师︰黄崇兴 开课学院：管理学院 开课系所︰工管系/商研所 考试日期（年月日）︰2010/11/03 考试时限（分钟）：120 mins 是否需发放奖励金：是 （如未明确表示，则不予发放） 试题 : Part 1: Multiple Choices (25 questions, 50%) 1. The service package consists of five features. Which one of the features listed below is not included in the package? a. Explicit services b. Supporting facility c. Information d. Cost of service 2. Which of the following is not true of services? a. The customer is the input. b. The customer takes an active part in the service. c. A service can be inventoried. d. Production and consumption occur simultaneously. 3. Which of the following is not a type of service in the non-ownership classification? a. Goods rental b. Information c. labor and expertise d. Network usage 4. An empty airline seat or hotel room not occupied best illustrates the characteristic of a service's a. Time perishability. b. Labor intensity. c. Intangibility. d. Simultaneous production and consumption. 5. Which type of service falls under the category of "high labor / low customization?" a. Service factory b. Service shop c. Mass service d. Professtional service 6. A general hospital is an example of a service processes that has a. High degree of labor intensity and low degree of customization. b. Low degree of labor intensity and low degree of customization. c. High degree of labor intensity and high degree of customization. d. Low degree of labor intensity and high degree of customization. 7. _____and _____ are among many of the unique characteristics of services that are interrelated a. Inventory stockout, time b. Supply, demand c. Customer participation, perishability d. Capacity, time 8. Gaining employee loyalty is a managerial challenge that would most likely be associated with which type of industry? a. Retailing b. Hospitals c. Airlines d. Consulting 9. The qualifier for an airline offering short commuter flights is: a. Quality of the meals. b. Safety record. c. Politeness of the crew. d. On-time performance. 10.Place the McDonald's fast food chain with in the following matrix: a~d Extent to which Service is Customized (Low / High) Extent to which Contact Personnel Exercise Judgment (Little / Much) 11.The nature of the service act depends on to whom or to what the service is directed and the degree of "tangibility" of the service provided. An example of a tangible service directed to the possessions of a customer would be: a. A stay in a hotel. b. An investment advising session. c. A fortune telling session. d. A full-service car wash. 12.Which of the following service quality descriptions would be considered "World Class?" a. It raises the customer's expectations and improves continuously. b. It exceeds the customer's expectations and is consistent on many dimensitons. c. It is less important than cost and is highly variable. d. It contributes to service and plays an important role in total service. 13.Which of the following dimenstions of service quality is most important to customers? a. Empathy b. Assurance c. Reliablity d. Tangibles 14.Which of the following is not an advantage of offering a servece guarantee? a. It acts as a mechanism to differentiate the frim from its competitors. b. It advertises the firm's commitment to quality. c. It allows employees to interpret broadly the firm's service standards. d. It acts as a means of receiving feedback from customers. 15.Which one of the following is not an approach to service recovery. a. Case-by-case b. Systematic-reponse c. Unconditional guarantee d. Early intervention 16.A gap in service quality is not the difference between: a. Customer expectations and management's perceptions of customer expectations. b. The service delivery and the results that are communicated externally to the customer. c. Customer expectations and management's perception of the delivered service. d. The perceptions of the delivered service that are translated into service quality specifications and the actual service delivery. 17.Which of the following is a strategy for closing the gap between customer expectations and management perceptions of customer's expectations(GAP1)? a. Standardization of service delivery. b. Improved market research. c. Employee empowerment. d. Investment in training. 18.There are five dimensions that customers use to judge service quality. The willingness to help customers and to provide prompt service is a. Assurance. b. Empathy. c. Reliability. d. Responsiveness. 19.According to Maister, one of the following statements is not true of waits. a. Unoccupied time feels longer than occupied time. b. Anxiety makes waits feel longer. c. In-process waits feel longer than preprocess waits. d. Unfair waits feel longer than fair waits. 20.According to Maister's Second Law of Service: a. Percettions minus expectations equal the level of customer satisfaction. b. First impressions can influence the remainder of the service experience. c. Quality in the service industry is essentially free. d. A waiting customer cannot be satisfed. 21.graph 22.One advantage of the multiple queue compared to a single queue is that multiple queues a. Minimize wait times. b. Reduce the average service time. c. Lead to a perceived shorter service time. d. Lead to a perceived shorter wait time. 23.All but one of the following are techniques to lessen the boredom of waiting customers: a. Placement of mirrors in elevators. b. Telling suctomers how long the wait is at different points in the queue. c. Installing a television tuned to CNN. d. Displaying time with a large analog clock. 24.Which of the following is not an advantage fo a multiple-queue configuration? a. FCFS rule is quaranteed. b. Differentitaion of service can be provided. c. Division of labor is possible. d. Customers have choice of server. 25.Supermarkets can be better and generally described by which of the following facility arrangement? a. Self-serve followed by service in parallel b. Many service centers in parallel and in series c. Servers in parallel d. Self-service ----------------------------------------------------------------------------- Part 2 : Short essay (35%) 1. What are the basic distinctive characteristics of a service firm's operations which are different from manufacturing operations? 2. Suggest some strategies for controlling the varability in service times (be as specific as possible, please write three of them). 3. Suggest diversions that could make waiting less painful (be as specific as possible, please write three of them). 4. Suggest ways that service management can influence the arrival times of customers (be as specific as possible, please write three of them). 5. Putting aside textbook's definition of service quality, define yours definition in your own language and experience, please give three of them. ------------------------------------------------------------------------------ Part 3 : Long essay (15%) 1. There are four competitive roles of information in service, they are: Create Barriers to Entry, Revenue Generation, Database Asset, Productivity Enhancement. Then for each of the three generic strategies (i.e., cost leadership, differentiation, and focus), which of the above for competitive uses of information is most powerful to each of them? Please give some elaboration. (1) Cost leadership (2) Differentiation (3) Focus The End ------------------------------------------------------------------------------ --

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