NCSA Measuring Service Quality 3 — Questions and Answers
Question 1: The SERVQUAL model measures service quality across five dimensions. Which dimension refers to the ability to perform the promised service dependably and accurately?
- Tangibles
- Empathy
- Reliability (Correct answer)
- Assurance
Correct answer: Reliability
Reliability in SERVQUAL is the ability to deliver promised services accurately and consistently every time.
Question 2: A customer effort score (CES) of 6 on a 7-point scale indicates what?
- The customer had to exert a lot of effort to resolve their issue
- The customer found it easy to resolve their issue (Correct answer)
- The customer was neutral about their experience
- The customer is likely to churn
Correct answer: The customer found it easy to resolve their issue
On a 7-point CES scale, a score of 6 (near the top) indicates the customer found the resolution process easy and low-effort.
Question 3: Which quality measurement approach involves trained evaluators posing as customers to assess service?
- Net Promoter Score survey
- Mystery shopping (Correct answer)
- Employee self-assessment
- Customer journey mapping
Correct answer: Mystery shopping
Mystery shopping uses trained evaluators who pose as real customers to objectively assess service quality against defined standards.
Question 4: What does 'service recovery paradox' suggest about customer satisfaction measurement?
- Recovering from a failure always costs more than preventing it
- Customers who experienced a well-handled failure can end up more satisfied than those with no failure (Correct answer)
- Service failures permanently reduce loyalty scores
- CSAT scores cannot measure recovery effectiveness
Correct answer: Customers who experienced a well-handled failure can end up more satisfied than those with no failure
The service recovery paradox holds that effective recovery from a service failure can leave customers more satisfied and loyal than if no failure had occurred.
Question 5: In quality monitoring, what is the difference between quantitative and qualitative data?
- Quantitative data is more reliable; qualitative data is less accurate
- Quantitative data uses numbers and metrics; qualitative data captures themes and narratives (Correct answer)
- Quantitative data comes from surveys; qualitative data comes from social media only
- There is no meaningful difference in customer service contexts
Correct answer: Quantitative data uses numbers and metrics; qualitative data captures themes and narratives
Quantitative data (e.g., CSAT scores, call times) is numeric and measurable, while qualitative data (e.g., open-ended comments) captures context and meaning.
Question 6: An organization reviews its quality scorecards monthly and finds consistent low scores for 'product knowledge.' What is the most appropriate response?
- Increase monitoring frequency to weekly
- Implement targeted training to address the knowledge gap (Correct answer)
- Reduce the weight of that metric in future scorecards
- Ignore the trend if overall scores are acceptable
Correct answer: Implement targeted training to address the knowledge gap
Consistent low scores in a specific area like product knowledge signal a systemic gap best addressed through targeted training and development.
Question 7: Which metric is calculated by subtracting the percentage of detractors from the percentage of promoters?
- Customer Satisfaction Score (CSAT)
- Customer Effort Score (CES)
- Net Promoter Score (NPS) (Correct answer)
- First Contact Resolution Rate (FCR)
Correct answer: Net Promoter Score (NPS)
NPS is calculated as % Promoters minus % Detractors, producing a score that ranges from -100 to +100.
NCSA Measuring Service Quality 3
The SERVQUAL model measures service quality across five dimensions.
Which dimension refers to the ability to perform the promised service dependably and accurately?