. Both Zappos and McDonald's are noted for their high-quality customer service, but each approaches providing quality service differently. Describe this difference. Why has each of these retailers elected to use its particular approach?

2. Assume you're the department manager for menswear in a local department store that emphasizes empowering its managers. A customer returns a dress shirt that's no longer in the package in which it was sold. The customer has no receipt, says that when he opened the package he found that the shirt was torn, and wants cash for the price at which the shirt is now being sold. The shirt was on sale last week when the customer claims to have bought it. What would you do?

3. Consider a situation in which you received poor customer service in a retail store or from a service provider. Did you make the store's management aware of your experience? To whom did you relay this experience? Have you returned to this retailer or provider? For each of these questions, explain your reasons.

4. How can retailers provide high-quality personalized service? Use an optometrist's office that also sells eyeglass frames and fills prescriptions for contact lenses as your example. How does this retailer's service compare with the service provided by 1-800 Contacts?

5. Consider a recent retail service experience you have had, such as a haircut, doctor's appointment, dinner in a restaurant, and answer the following questions: (a) Describe an excellent service delivery experience. (b) What made this quality experience possible? (c) Describe a service delivery experience in which you did not receive the performance that you expected. (d) What were the problems encountered, and how could they have been resolved?