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Exam 8: Service Innovation and Design

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Question 1

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The first step in building a service blueprint is to map contact employee actions.

A) True
B) False

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Question 2

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A service blueprint depicts:

A) The process of service delivery
B) All stakeholders that will be affected by the service process
C) The intangible elements of the service
D) The relation of the service to the services marketing mix
E) How the service dimensions will interact before,during and after the service process

F) A) and E)
G) B) and C)

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Question 3

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

Comment on the following statement: "New-service development is typically a linear process".

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

During which stage of the service innovation and development process does a service firm produce a description of the service that represents its specific characteristics and features?

What does a typical service blueprint depict?

When is a biased interpretation likely to occur during a discussion of a new restaurant?

While at Six Flags over Georgia,Mitch had his picture taken with Tweetie Bird,one of the many Warner Brothers characters that tour the park.Which component of the service blueprint does the picture exemplify?

When creating a service blueprint,what step follows mapping the service process from the customer's point of view?

Describe the five principles central to service design thinking.

On the service blueprint,the line of visibility separates all contact employee actions that are visible to the customer from those that are not.

When Jessie wanted to talk to a therapist to learn how she could improve her relationship with her mother,she went to Counseling Professionals,Inc.,a counseling service that charges $1 per minute of counseling by phone.By providing counseling and advice by phone,the therapist Jessie spoke with is performing a(n) :

In a service blueprint,the line of internal interaction separates:

The openings of new fast-food franchises are typically highly promoted events-especially when the franchise is new to a geographic area.Special food promotions are offered on the day of the grand opening and sometimes guest appearances.Often if a grand opening event is scheduled for the first of the month,the business will actually start serving customers who happen to notice that it is open during the week prior to the first.In this way,employees can familiarize themselves with their jobs and minor problems can be handled before they become major.This pre-opening practice is most closely related to which stage of the new service-development process?

The final stage of the new service development process is:

While finding someone who will count and wrap your coins has been an available service for years,the recent invention of machines that,for a small fee,will perform the same service is an example of what kind of innovation?

Words alone are often more than adequate for describing services such as financial portfolio management.

Pret a Manger,a London-based sandwich shop,introduced restaurant-quality sandwiches with fast-food velocity.Pret a Manger's faster service is a _____ growth strategy.

When a guest staying at the Marriott Marquis in New York calls room service to order dinner,which of the following is an example of a backstage contact employee action?