Question 1

Service providers need some formal mechanism to ensure ongoing idea generation.

Accepted Answer

A) True 
 B)False

Question 2

It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process.

Accepted Answer

A)  Commercialization 
B)  Business analysis 
C)  New services strategy development 
D)  Service concept development and evaluation 
E)  Idea generation 
A)  Commercialization 
B)  Business analysis 
C)  New services strategy development 
D)  Service concept development and evaluation 
E)  Idea generation

Question 3

Vertical lines cutting across the line of internal interaction represent internal service encounters.

Accepted Answer

A) True 
 B)False

Question 4

The augmentation of an existing service line is a:

Accepted Answer

A)  Major innovation 
B)  New service for the currently served market 
C)  Service line extension 
D)  Service improvement 
E)  Service franchise 
A)  Major innovation 
B)  New service for the currently served market 
C)  Service line extension 
D)  Service improvement 
E)  Service franchise

Question 5

Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation.In terms of the service blueprint,Simone's telephone call is an example of a(n):

Accepted Answer

A)  Customer action 
B)  Onstage contact employee action 
C)  Backstage contact employee action 
D)  Support process 
E)  Audience action 
A)  Customer action 
B)  Onstage contact employee action 
C)  Backstage contact employee action 
D)  Support process 
E)  Audience action

Question 6

When a hospital with formerly monochromatic walls added murals honoring fire fighters and police officers,it would be an example of a service improvement.

Accepted Answer

A) True 
 B)False

Question 7

Elysian Events,a wedding planning company,noted how many couples had a wedding catastrophe of some kind.As a result,it abandoned wedding planning and began offering wedding insurance to protect couples from financial losses due to weather emergencies,stolen wedding rings,damaged wedding dresses,etc.In terms of the service blueprint,preparation of documents to submit to the insurance underwriting company that makes it possible for Elysian Events to offer wedding insurance inexpensively is part of which section of the service blueprint?

Accepted Answer

A)  Customer actions 
B)  Onstage contact employee actions 
C)  Backstage contact employee actions 
D)  Support processes 
E)  Audience actions 
A)  Customer actions 
B)  Onstage contact employee actions 
C)  Backstage contact employee actions 
D)  Support processes 
E)  Audience actions

Question 8

When Marilyn returned to her oncologist's office for a checkup,she was pleased to find the waiting room had been remodeled and it now contained a large aquarium.There was even a sign that said watching fish is an excellent stress reducer.Since Marilyn did not feel nearly as anxious before going to the oncologist's examination room,she decided the addition of the swimming fish was a good:

Accepted Answer

A)  Major innovation 
B)  New service for the currently served market 
C)  Service line extension 
D)  Service improvement 
E)  Style change 
A)  Major innovation 
B)  New service for the currently served market 
C)  Service line extension 
D)  Service improvement 
E)  Style change

Question 9

The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced.

Accepted Answer

A)  Major innovation 
B)  New service for the currently served market 
C)  Service line extension 
D)  Service improvement 
E)  Style change 
A)  Major innovation 
B)  New service for the currently served market 
C)  Service line extension 
D)  Service improvement 
E)  Style change

Question 10

Service blueprints are most useful when developed for a particular customer or customer segment,assuming that the service varies across segments.

Accepted Answer

A) True 
 B)False

Question 11

In order to have a greater likelihood for ultimate success,who should be involved in the new service development process?

Accepted Answer

A)  Customers and employees 
B)  Suppliers,distributors and all employees 
C)  All members of the internal and external environment except customers 
D)  Top management only 
E)  Members of the marketing department only 
A)  Customers and employees 
B)  Suppliers,distributors and all employees 
C)  All members of the internal and external environment except customers 
D)  Top management only 
E)  Members of the marketing department only

Question 12

In a service blueprint,the line of visibility separates:

Accepted Answer

A)  Customer actions from onstage contact employee actions 
B)  Backstage contact employee actions from support processes 
C)  Onstage contact employee actions from backstage contact employee actions 
D)  Onstage contact employee actions from support processes 
E)  Customer actions from backstage contact employee actions 
A)  Customer actions from onstage contact employee actions 
B)  Backstage contact employee actions from support processes 
C)  Onstage contact employee actions from backstage contact employee actions 
D)  Onstage contact employee actions from support processes 
E)  Customer actions from backstage contact employee actions

Question 13

At the _____ stage of the service development and innovation process,the new service is made available to a limited number of its potential customers.

Accepted Answer

A)  Commercialization 
B)  Business analysis 
C)  Market testing 
D)  Service development and evaluation 
E)  Post introduction evaluation 
A)  Commercialization 
B)  Business analysis 
C)  Market testing 
D)  Service development and evaluation 
E)  Post introduction evaluation

Question 14

The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.

Accepted Answer

A) True 
 B)False

Question 15

The supervisor of a hotel housekeeping staff instructed a new housekeeper in the 45 ways a room must be cleaned if its guest has checked out but she forgot to mention that a less thorough method was to be used if the guest was staying additional nights.The next month the supervisor wonders why the new housekeeper is using many more packets of toiletries than the other housekeepers are.Also,it is taking the housekeeper the same amount of time to clean a recently vacated room as it does to clean a room that will be housing the same people for another night.The best explanation for the misunderstanding about the service to be provided by the housekeeper is _________,a risk incurred when services are described in words alone.

Accepted Answer

A)  Oversimplification 
B)  Incompleteness 
C)  Subjectivity 
D)  Biased interpretation 
E)  Transformation 
A)  Oversimplification 
B)  Incompleteness 
C)  Subjectivity 
D)  Biased interpretation 
E)  Transformation

Question 16

When Grace wanted to buy a new pair of shoes,she went to Zappos.com because she really likes the wide variety of styles they carry and the free shipping policy.The people at Zappos.com who maintain the company's website,manage the inventory and ship the shoes are performing:

Accepted Answer

A)  Customer actions 
B)  Onstage contact employee actions 
C)  Support processes 
D)  Backstage contact employee actions 
E)  Audience actions 
A)  Customer actions 
B)  Onstage contact employee actions 
C)  Support processes 
D)  Backstage contact employee actions 
E)  Audience actions

Question 17

______ are the most common types of new services.

Accepted Answer

A)  Major innovations 
B)  Start-up businesses 
C)  Service line extensions 
D)  Service improvements 
E)  Style changes 
A)  Major innovations 
B)  Start-up businesses 
C)  Service line extensions 
D)  Service improvements 
E)  Style changes

Question 18

During which stage of the service innovation and development process are demand analysis,revenue projections,cost analyses and operational feasibility assessed?

Accepted Answer

A)  Commercialization 
B)  Business analysis 
C)  Market testing 
D)  Service development and evaluation 
E)  Post introduction evaluation 
A)  Commercialization 
B)  Business analysis 
C)  Market testing 
D)  Service development and evaluation 
E)  Post introduction evaluation

Question 19

During the commercialization stage,the service goes live and is introduced to the marketplace.This stage has two primary objectives.One is to build and maintain acceptance of the new service among large numbers of service delivery personnel who will be responsible for day to day service quality.The other is to:

Accepted Answer

A)  Evaluate tangibles for the service that are designed to reduce problems associated with service heterogeneity 
B)  Monitor all aspects of the service during introduction and through the complete service cycle 
C)  Provide adequate resources to prevent service failures 
D)  Develop a positioning strategy around which the service provider can build a sustainable competitive advantage 
E)  Analyze the market and begin the next new service development process 
A)  Evaluate tangibles for the service that are designed to reduce problems associated with service heterogeneity 
B)  Monitor all aspects of the service during introduction and through the complete service cycle 
C)  Provide adequate resources to prevent service failures 
D)  Develop a positioning strategy around which the service provider can build a sustainable competitive advantage 
E)  Analyze the market and begin the next new service development process

Question 20

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

Accepted Answer

A) True 
 B)False

Service providers need some formal mechanism to ensure ongoing idea generation.

It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process.

Vertical lines cutting across the line of internal interaction represent internal service encounters.

The augmentation of an existing service line is a:

Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation.In terms of the service blueprint,Simone's telephone call is an example of a(n):

When a hospital with formerly monochromatic walls added murals honoring fire fighters and police officers,it would be an example of a service improvement.

The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced.

Service blueprints are most useful when developed for a particular customer or customer segment,assuming that the service varies across segments.

In order to have a greater likelihood for ultimate success,who should be involved in the new service development process?

In a service blueprint,the line of visibility separates:

At the _____ stage of the service development and innovation process,the new service is made available to a limited number of its potential customers.

The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.

When Grace wanted to buy a new pair of shoes,she went to Zappos.com because she really likes the wide variety of styles they carry and the free shipping policy.The people at Zappos.com who maintain the company's website,manage the inventory and ship the shoes are performing:

______ are the most common types of new services.

During which stage of the service innovation and development process are demand analysis,revenue projections,cost analyses and operational feasibility assessed?

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

Introduction to Services

Conceptual Framework of the Book: the Gaps Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service

Customers Roles in Service

Managing Demand and Capacity

Integrated Service Marketing Communications

Pricing of Services

The Financial and Economic Impact of Service

Filters

Exam 8: Service Innovation and Design

Service providers need some formal mechanism to ensure ongoing idea generation.

It is often useful to create a service blueprint at the ___________ stage of the service innovation and development process.

Vertical lines cutting across the line of internal interaction represent internal service encounters.

The augmentation of an existing service line is a:

Simone called the Puppy Heaven Kennel to reserve a kennel for her German shepherd while she went on vacation.In terms of the service blueprint,Simone's telephone call is an example of a(n):

When a hospital with formerly monochromatic walls added murals honoring fire fighters and police officers,it would be an example of a service improvement.

The ability to connect to the Internet through a modem using the same wires that transmit cable television was an example of a _____ when it was first introduced.

Service blueprints are most useful when developed for a particular customer or customer segment,assuming that the service varies across segments.

In order to have a greater likelihood for ultimate success,who should be involved in the new service development process?

In a service blueprint,the line of visibility separates:

At the _____ stage of the service development and innovation process,the new service is made available to a limited number of its potential customers.

The loading of passengers' baggage onto an airplane by baggage handlers is a backstage contact employee action.

When Grace wanted to buy a new pair of shoes,she went to Zappos.com because she really likes the wide variety of styles they carry and the free shipping policy.The people at Zappos.com who maintain the company's website,manage the inventory and ship the shoes are performing:

______ are the most common types of new services.

During which stage of the service innovation and development process are demand analysis,revenue projections,cost analyses and operational feasibility assessed?

The service blueprint can be analyzed horizontally if the purpose is to understand the integration of the service process or to identify for particular employees where they fit into the bigger picture.

Introduction to Services

Conceptual Framework of the Book: the Gaps Model of Service Quality

Customer Expectations of Service

Customer Perceptions of Service

Listening to Customers Through Research

Building Customer Relationships

Service Recovery

Customer-Defined Service Standards

Physical Evidence and the Servicescape

Employees Roles in Service

Customers Roles in Service

Managing Demand and Capacity

Integrated Service Marketing Communications

Pricing of Services

The Financial and Economic Impact of Service

Filters