episode 08 exercise answer 02

Part 2: Solution

Now consider the service problems you saw dramatized in the Introductory Video. In the following exercise, match the problem and accompanying description with the Gap to which it corresponds.

Let's see how well you answered the questions.

	1.	A customer is unable to download a full music clip. CanGo's managerial strategy is that such downloads should be completed 100% of the time, but Operations currently aims for a 95% success rate.
		Your Answer:
		Correct Answer: b. Gap 2: Service specifications do not reflect management perceptions.
		Management has not instituted specifications that reflect its goals.

	2.	A customer wants to purchase an out-of-stock item. She didn't get a chance to see the pop-up screen telling her that CanGo guarantees that all backordered items will be obtained and shipped within 5 business days.
		Your Answer:
		Correct Answer: d. Gap 4: Service provided is not communicated well.
		CanGo did not communicate its policy to the customer quickly enough. A faster screen might have satisfied the customer.

	3.	A customer is unhappy with CanGo's product line. CanGo failed to accurately assess her taste in music.
		Your Answer:
		Correct Answer: a. Gap 1: Management perceptions do not reflect customer expectations.
		Management does not recognize customer expectations.

	4.	A customer visits the CanGo site looking for a cellular phone. He anticipated finding something at the site that CanGo never claimed to sell.
		Your Answer:
		Correct Answer: e. Gap 5: Services provided are not accurately perceived.
		Customer had expectations beyond what CanGo intends to deliver.

	5.	A customer e-mails customer service with a question concerning the status of an order and receives no reply. CanGo policy is that all e-mails should be answered within 24 hours.
		Your Answer:
		Correct Answer: c. Gap 3: Service specifications are not executed.
		Service was not provided in the manner promised.

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