Reference no: EM132326560

Factual Review Questions -

1. Explain the contemporary concepts of customer and supplier.

2. How does the contemporary view of customers and suppliers differ from the more traditional view?

3. Explain the role of the customer in a total quality setting.

4. What is a reliable customer?

5. What role does customer satisfaction play in the development of reliable customers?

6. How is customer satisfaction ensured?

7. Briefly describe what is meant by an organization that has customer focus.

8. How does an organization go about establishing a customer focus?

9. Explain the six-step strategy for identifying customer needs.

10. Describe how organizations should go about communicating with their customers.

11. Explain briefly the concept of QFD and how it relates to customer satisfaction.

12. Explain why it is important to measure customer retention.

13. Explain why just meeting customer specifications might not produce customer satisfaction.

14. Describe the customer loyalty model.

15. Explain the concept of customers as innovation partners and how to implement the concept.

Critical Thinking Activity - Are Customers Really Loyal?

"I'll stick with you through thick and thin," or "What have you done for me lately?" Which best describes the attitude of customers in today's marketplace? Two quality managers are debating the concept of customer loyalty. One of them, Jack Hayes, claims that customer loyalty does exist, that it can be won, and that winning a customer's loyalty should be every organization's goal. According to Jack, "If you have a history of satisfying a customer, he will be loyal enough to overlook an occasional bad experience."

"No way," says Anna Cage. "It takes only one bad experience to lose a customer."

Join this debate. You are a customer. Are you loyal to any organizations? If so, how many bad experiences will it take to overcome your loyalty? Have you ever decided to withhold your business from a store, restaurant, or other service provider based on poor service? Do you usually give an organization more than one chance to win your business, or is one bad experience all it takes to turn you off?

Discussion Assignment - Federal Express Knows Customers Want It Now!

Discussion Questions - Discuss the following questions in class or outside of class with your fellow students:

1. Americans have developed what has been called a "microwave mentality." We like quick service, instant food, and fast results. Does this describe you as a customer?

2. What American companies besides Federal Express base their success on NOW service?

Discussion Assignment - Winning Back Lost Customers Is a Costly Challenge

Discussion Questions - Discuss the following questions in class or outside of class with your fellow students:

1. If the Tylenol incident were to happen today and you were a user of Tylenol, would Johnson & Johnson be able to win back your trust?

2. What would it take for Johnson & Johnson to win back your trust if one of the victims was a friend of yours?

Textbook - Quality Management for Organizational Excellence Introduction to Total Quality, Eighth Edition by David L. Goetsch and Stanley B. Davis.

Chapter 7 - Customer Satisfaction, Retention, and Loyalty.

Attachment:- Assignment File.rar