This set of Total Quality Management Multiple Choice Questions & Answers (MCQs) focuses on “Customer Satisfaction – 1”.
1. According to Teboul’s model of customer satisfaction, identify the regions shaded in red, green and yellow respectively.
a) Company Offer, Customer Satisfaction, Customer Needs
b) Customer Satisfaction, Customer Needs, Company Offer
c) Customer Needs, Customer Satisfaction, Company Offer
d) Customer Needs, Company Offer, Customer Satisfaction
View Answer
Explanation: The Square in red represents the product or service offered by the company. The Circle in yellow represents the customer needs. The Intersection in green represents customer satisfaction. The company should look forward to increasing the intersection portion.
2. Who among the following is not a hidden customer?
a) Regulators
b) Critics
c) Opinion leaders
d) Managers
View Answer
Explanation: Regulators, Critics, and Opinion Leaders are hidden customers. The media, corporate policy makers, labor unions and professional associations are other hidden customers. Hidden customers are a type of External Customers.
3. Those who are not currently using the product but have the capability of becoming customers in future are called __________
a) Potential Customers
b) Hidden Customers
c) Suppliers
d) Processors
View Answer
Explanation: Those who are not currently using the product but have the capability of becoming customers are called Potential Customers. It is important to gauge potential customers so as to have a proper estimate of the number of customers that will use a company’s product or service in the near future.
4. Organizations / People who use the product or output as an input for producing their own product are called _________
a) Potential Customers
b) Hidden Customers
c) Suppliers
d) Processors
View Answer
Explanation: Organizations / People who use the product or output as an input for producing their own product are called Processors. For example, a refinery that receives crude oil and processes it further into different products.
5. Who among the following do not fall under the category of External Customers?
a) Purchasers
b) Merchants
c) Hidden Customers
d) Quality Management Unit of a Company
View Answer
Explanation: Purchasers, Merchants and Hidden Customers fall under the category of External Customers. Quality Management Unit of a Company can be considered to be an Internal Customer.
6. According to ASQ survey, which of the following is not part of customer perceptions?
a) Performance
b) Features
c) Service
d) Discredit
View Answer
Explanation: Performance, Features and Service are part of customer perceptions. Discredit is opposite to Reputation. The other customer perceptions are Warranty, Price and Reputation.
7. In the modern world, warranty attached to a product attracts and build markets.
a) True
b) False
View Answer
Explanation: In the modern world, warranty attached to a product attracts and build markets. It imposes faith in a customer that if at all any problem is faced by them then they can claim for repair or exchange.
8. Reputation of a firm brings the market to them and fetches them more customers.
a) True
b) False
View Answer
Explanation: Reputation of a firm brings the market to them and fetches them more customers. Customers prefer to choose companies offering similar products based on their reputation. So, organizations must look to ensure that they retain customer satisfaction for a longer period of time.
9. Which among the following is not a factor influencing customer perception of quality before making a purchase?
a) Company’s brand name and image
b) Opinions of friends
c) Spare parts availability
d) Published Test Results
View Answer
Explanation: Company’s brand name and image, Opinions of friends and Published Test results are important factors influencing customer perception of quality before making a purchase. Spare parts availability is an important factor influencing customer perception of quality after purchase.
10. Which among the following does not fall under the category of factors influencing customer perception of quality before making a purchase?
a) Previous experience
b) Advertised price for performance
c) Store reputation
d) Reliability
View Answer
Explanation: Previous experience, Advertised price for performance and Store reputation are important factors influencing customer perception of quality before making a purchase. Reliability is an important factor influencing customer perception of quality after purchase.
11. Which among the following does not fall under the category of factors influencing customer perception of quality at the point of making a purchase?
a) Performance specifications
b) Comments of sales people
c) Warranty provisions
d) Service effectiveness
View Answer
Explanation: Performance specifications, Comments of sales people and Warranty provisions are important factors influencing customer perception of quality at the point of making a purchase. Service effectiveness is an important factor influencing customer perception of quality after purchase.
12. Which among the following is not a factor influencing customer perception of quality at the point of making a purchase?
a) Service and Repair Policies
b) Support Programs
c) Quoted Price for Performance
d) Comparative Performance
View Answer
Explanation: Service and Repair Policies, Support Programs and Quoted Price for Performance are important factors influencing customer perception of quality at the point of making a purchase. Comparative Performance is an important factor influencing customer perception of quality after purchase.
13. Which among the following is not a factor influencing customer perception of quality after making a purchase?
a) Ease of use
b) Ease of installation
c) Previous experience
d) Handling of repairs claims and warranty
View Answer
Explanation: Ease of use, Ease of installation and Handling of repairs, claims and warranty are important factors influencing customer perception of quality after making a purchase. Previous experience is an important factor influencing customer perception of quality before making a purchase.
14. Which of the following is not the best way to gather information about customer needs?
a) Information on competitor’s products
b) Personal visits to customer locations
c) Employees with special knowledge of the customer
d) Threatening customers to tell their needs
View Answer
Explanation: Information on competitor’s products, Personal visits to customer locations and Employees with special knowledge of the customer are some of the best ways to gather information about customer needs. Identifying customer needs is an essential duty of any organization so as to deliver more relatable products or services to the customer.
15. Which of the following cannot be considered as a technique to gather information about customer needs?
a) Customer meetings
b) Tracking customer complaints
c) Government or Independent Laboratory Data
d) Waiting for customer to come and tell about their needs
View Answer
Explanation: Customer meetings, Tracking customer complaints and Information from Government or Independent Laboratory Data are all techniques to gather information about customer needs. Waiting for customers to come and tell about their needs is something an organization should never plan.
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