1. • Founder and owner is AMY MILLER.
 Opened in October, 1984.
 Founded in Austin, Texas.
 Amy got an idea to start ice cream business while she worked for Steve’s Ice Cream.
 Expanded the business to Houston and San Antonio.

2.  Culture is a group of assumptions, norm, values and tangible sign of a group of people.
 Meanwhile, organization culture is the personality of the organization including the knowledge, standards for
perceiving, believing, evaluating and acting (National Defense University, 2012, Allaire and Firsirotu, 1984).
 Then, service organization is an interaction between customer and contact personnel occurs within the context of organization
culture as well as its physical surroundings.
 There are a few type of service organizations that Amy’s Ice Cream use such as service script, empowerment and also control
systems .

3.  Service script
a) can be define as dialog and communication which is the way of employee communicating with the customer. There are two
stage in service script which are stage actor which is employee, and co-actor which is the customer.
b) In Amy’s Ice Cream, the way employee and customer communicate is through the interaction during business activities and
through the jokes that employee made to cheer the stores situations.

4.  Empowerment
a) Empowerment is happened when senior managers of these firms all share a belief, for example, employee want to do a
good work and it will be gives an opportunity.
b) Empowerment will give an employee a freedom, can help them make decision without asking anyone and can modified the
service given by his own self performance.
c) Empowerment will made a few commitment which are invest in people, use IT to enable personnel, recruitment and
training critical, and also pay for performance.

5.  Invest in people
a) Invest in people can be done as much as the company can. Example of investment that they can do to the employee is
training and increasing of salary.
b) In Amy’s Ice Cream, they provide a training to the new employee to ensure the employee will be deliver a consistent
service and will maintain a good service now and in the future.
c) They increase the salary of the worker to ensure the employee will happy to deliver the service and be loyal to their
company for along period, so they will not waste money to give a training to the new employee.

6.  Use IT to enable personnel
a) means using technology to support the contact personnel rather than to monitor or replace the employee.
b) Contact personnel provides a quality, professional, efficient and also cost effective service to satisfy the talent acquisition
(Diamatrix, 2011).
c) As an example, Amy’s Ice Cream employees must remain honest and ethical to customer and must maintain the highest
standards of integrity and confidentiality .

7.  Recruitment and training critical
a) is to consider the recruitment and training of contact personnel as critical to the firms success.
b) After recruit new employee, Amy’s Ice Cream will give them a training to improve and develop their skills to
ensure the new employee will give their best when deliver the service to the customer.
c) Amy’s Ice Cream will give training to the new employee such as beware to the ice cream procedure, teach
employee to express themselves from behind the counter, how to interact with the customers, and recognizing
customer which one is enjoying the revelry or want to be alone .

8.  Pay for performance
a) is to link compensation to performance for employees at all level.
b) example of the awards that can be express from this service is best employer of the months, give a promotion to the
hardworking employee, and also give bonus as a symbol of appreciation.
 Control system
a) Control system is a rules and regulation that can be found in the organization to ensure all the employees follow the rules
that organization already decided.
b) Example of control system that can be found in Amy’s Ice Cream is thumbprint, grading and also human resource
department.

9.  Personal attributes
a) Personal attributes means the characteristics that make up your personality, which determines who you are as a person.
b) Personal characteristics can be as an example to describe a type of person which are in category out going, friendly, and
also open minded.
c) This is impoPersonal characteristics can be as an example to describe a type of person which are in category out
going, friendly, and also open minded.
d) rtant because they are the person that will evaluate who you are and the other people that will look at yourself whether they
will like it or vice versa.

10.  There are four type that can be put as a main personality attributes who are sought by Amy’s Ice Cream which are;
 Creative
 Entertaining
 Willingness to work in a team
 Flexible

11. a) CREATIVE
 Employees who are out going and creative skills which featured a colourful personality around the counter.
 As an example, in Amy's Ice Cream employees out and creativity can be seen in the way of their interests with their customers.
Employee will make a fun conversation to make customers feel happy while waiting for their orders ready. This will make the
customers happy and make them will come back again.
 Next employees should have open mind characters. This is important to ensure the employees will accept criticism and
suggestions from customers in order to improve the potential of Amy's ice cream.

12. b) ENTERTAINING
 Employees can delight customer by bringing their own music, and keeping in mind the type of customer to play a suitable
music in the stores.
 As an example, Amy’s Ice Cream located in the downtown area night spot which are can attract youngster, enthusiastic people
who will appreciate the lively music and also in the shopping centre that can attract upscale customer who have taste in music
may be a bit more relaxed.

13. c) WILLINGNESS TO WORK IN TEAM
 Each of people will be perform all of work required in a store.
 As an example, if the floors should be cleaned, employees should have their own initiatives without being asked or without
giving any instructions.

14. d) FLEXIBLE
 Employees are also free to set their appearances in their daily work based on their mood. They are free to use anything as long
as the clothes are not dirty, political or the excess clothes.
 In addition, they also can use informal clothes.
 As an example, employee can use a hat as long as the employee can withstand the hat hair from the disturbing movements and
hygiene at work.

15.  There are few procedure that have to be done before the employee are accepted into the organization.
 Amy’s Ice Cream did not required a high qualification if there are a people want to apply a job in their company.
 Amy’s Ice Cream will be provided an abstract question to be asking to the candidate, give a situational vignette to take a look
of a candidate whether they are suitable or not to filled the position.
 They also ask the candidate to do a role playing as an employee to see whether the candidate are suit or not.

16.  The definition of abstract Questioning, situation vignette and also role playing:
a) Abstraction Questioning is an opening questions that asked to evaluate application’s ability to relate the direct service
situation to information collection from past experience (Fitzsimmons, 2008).
b) Situation Vignette is a specific situation for require the applicant to answer (Fitzsimmons, 2008).
c) Role playing is a participation in simulated situation and reaction to service environment from applicant
(Fitzsimmons, 2008).

17. 1) Why do you want this job?
2) Why should we hire you as a worker in this company?
3) What makes you think you can succeed in this career?
4) What is your goal that you want to achieved during work in this company? How you going to made it?
5) What would you bring to our company?
6) If you did not satisfy with the salary that we gives you, are you going to move to another company?

18. 1) What would you do if customers said they are getting headache after eating ice cream from this stores?
2) What will you do if Amy’s ice cream suddenly did not have electric supply and customers getting angry?
3) What are you going to do if there is a customer that shouting at you because you are late to delivered their order?
4) What will you do if you have culture shock with customer?
5) What will you do to control the situation if there is a customer fighting with the other customer?
6) How you will handle if there is a customers ask for strawberry ice cream but there is no stock for that flavor?

19. There is customers making complaint because customer unhappy with company service. How would you handle this kind
situation?
Employee: Yes sir, can I help you?
Customer: I’d like to make a complaint about the service.
Employee: I’m sorry to heard about that. What exactly was the problem?
Customer: I had wait for over half-an hour in here for my order.
Employee: Oh sir, we are really sorry. Some employee on the leave today. That’s why our service a bit slow. I hope you can
understand and wait for a while.
Customer: Oh I see. How long I should wait for the order?
Employee: Around 5 minute sir.
Customer: Okay, thanks.
Employee: Thanks for your understanding sir.

20.  Book
1) DUNNING, DONNA. (2010). 10 Career Essentials Excel at Your Career by Using Your Personality Type. Nicholas
Brealey Publishing.
2) DUNNING, DONNA. (2010). What's Your Type of Career? Find Your Perfect Career by Using Your Personality Type.
Nicholas Brealey Publishing.
3) James A. Fitzsimmons and Mono J. Fitzsimmons (2008) Service Management, The service Encounter 6th Edition,. New
York: McGraw-Hill. U.S.A.
 Internet
1) Amy Ice Cream (2012) [online] Available at: http://www.scribd.com/doc/95031094/Amy-Ice-Cream [Accessed: 6 Nov
2012].
2) Uk.answers.yahoo.com (2011) What does personal attributes mean and why are they important? - Yahoo! UK & Ireland
Answers. [online] Available at: http://uk.answers.yahoo.com/question/index?qid=20110213040509AAjuD2B [Accessed: 2
Nov 2012].