Question 1

The fact services are intangible makes it imperative for any new service-development process to be precise, subjective, opinion-driven and methodological.

Accepted Answer

The service-development process should be precise and methodological, but not necessarily subjective or opinion-driven, as it should be based on objective research and analysis to meet customer needs effectively.

Question 2

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

Accepted Answer

The answer of In a service blueprint, the line of...

Question 3

The line of internal interaction on the service blueprint clarifies interfaces across departmental lines.

Accepted Answer

The line of internal interaction is a key component of a service blueprint and is used to illustrate the interaction and communication between different departments or areas within an organization. It helps to clarify interfaces across departmental lines and ensure smooth coordination of activities.

Question 4

New-service success depends on:
A) The linear nature of the new service development process
B) The integration of the service within existing processes
C) How few people were actually involved in the development process and how tight their security system was
D) The novelty of the service
E) The number of people involved

Accepted Answer

Integrating the new service within existing processes is crucial for its success as it minimizes disruptions and facilitates adoption by customers. The other options do not necessarily guarantee success.

Question 5

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

Accepted Answer

The answer of The loading of passengers' baggage onto an...

Question 6

The last step in building a service blueprint is to:
A) Draw the line of interaction and visibility
B) Identify the physical evidence needed to support service quality
C) Map the service process from the customer contact person's point of view
D) Link customer and contact person activity to needed support function
E) Add evidence of service at each customer step

Accepted Answer

The answer of The last step in building a service...

Question 7

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

Accepted Answer

Service providers need a formal mechanism to ensure ongoing idea generation to continuously improve their services and stay ahead of the competition. Without a structured approach to generating ideas, service providers may struggle to innovate and adapt to changing customer needs and preferences.

Question 8

The Pet Palace washes, clips and grooms dogs. The owner and employees of the Pet Palace developed a mobile grooming vehicle. The new service allows them to go to the dog's home to wash, clip and groom it. How can Pet Palace NOT measure the success of its new service?
A) By looking at its market development
B) By looking at the service's return on investment
C) By looking at the service's profitability and revenue growth
D) By looking at how the service has enhanced Pet Palace's relationship with its customers
E) By looking at the commercials

Accepted Answer

Looking at commercials is not a reliable way to measure the success of a new grooming service. It does not provide any concrete data on customer satisfaction or revenue growth. The other options (market development, ROI, profitability/revenue growth, customer relationship enhancement) are all viable ways to measure success.

Question 9

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

Accepted Answer

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

Question 10

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

Adding murals is an aesthetic enhancement or environmental improvement, not a direct improvement to the medical or healthcare services provided by the hospital.

Question 11

New service development is typically a linear process.

Accepted Answer

New service development is typically an iterative process and involves several stages such as idea generation, screening, concept development and testing, business analysis, market testing, and commercialization. It is not a linear process where each stage is completed sequentially. There may be feedback loops and iterations where stages are revisited based on new information or insights gained from previous stages.

Question 12

In the post introduction evaluation stage of the new-service development process information gathered during commercialization of the service can be reviewed and changes made based on actual market response to the offering.

Accepted Answer

In the post introduction evaluation stage, information gathered during commercialization can be reviewed and changes can be made based on actual market response.

Question 13

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

Accepted Answer

Market testing is conducted to test the service or product in a small market before launching it in a larger market. It helps to identify any operational issues and allows businesses to make necessary improvements before the official launch.

Question 14

_____ is very useful in helping companies choose the right new service innovations in the first place.
A) Portfolio management for new products
B) Benchmarking
C) Service blueprinting
D) A QFD audit
E) A PERT chart

Accepted Answer

Portfolio management for new products helps companies evaluate and prioritize potential innovations based on various criteria such as profitability, market demand, and strategic fit. This can help them choose the most promising ideas to pursue and avoid wasting resources on less viable options. The other options listed are helpful tools for different aspects of service innovation, but not specifically for choosing the right innovations in the first place.

Question 15

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service, it was an example of a service development growth strategy.

Accepted Answer

Extending hours of operation to provide 24-hour service is an example of a market development strategy, as it aims to attract new customers or serve existing customers in a new way, rather than developing a new service.

Question 16

If the purpose of the service blueprint is to understand the integration of the various elements of the service process, the blueprint should be examined:
A) As a whole picture of the service process
B) Vertically
C) From left to right only
D) Horizontally
E) From right to left only

Accepted Answer

The answer of If the purpose of the service blueprint...

Question 17

New-service success depends on:
A) Market-driven, customer-focused new-product processes
B) The integration of the service within existing processes
C) The emphasis on planning for and executing the new service process
D) Strong external and internal marketing communications
E) All of the above

Accepted Answer

All of the options listed contribute to the success of a new service. A market-driven, customer-focused new-product process ensures that the service is meeting the needs and wants of the target market. The integration of the service within existing processes helps to streamline and simplify the customer experience. Emphasizing planning and execution helps to ensure that the service is delivered consistently and efficiently. Strong external and internal marketing communications help to drive awareness and adoption of the new service.

Question 18

After a service firm maps the service process from the customer's point of view, the next step in building a service blueprint is to:
A) Draw the lines of interaction and visibility
B) Link customer and contact person activity to needed support function
C) Map the service process from the customer contact person's point of view
D) Identify the physical evidence needed to support service quality
E) Add evidence of service at each customer step

Accepted Answer

Drawing the lines of interaction and visibility is the next step after mapping the service process from the customer's perspective. This helps in visually distinguishing between the front-stage and back-stage activities and interactions in the service process.

Question 19

In a service blueprint, the line of visibility separates:
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

Accepted Answer

The line of visibility divides the frontline activities (onstage contact employee actions) and the backstage activities (backstage contact employee actions). Therefore, option C is correct as it separates the two types of employee actions. Other options are incorrect because they either mix up employee actions or wrongly link customer actions with employee actions.

Question 20

When a day care center added an after-school program for first through third graders, it was an example of a service line extension.

Accepted Answer

A service line extension is when a business adds a new product or service to their existing line. In this case, the day care center added an after-school program for first through third graders, which is an extension of their existing services.

Quiz 9: Service Innovation and Design

The fact services are intangible makes it imperative for any new service-development process to be precise, subjective, opinion-driven and methodological.

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

The line of internal interaction on the service blueprint clarifies interfaces across departmental lines.

New-service success depends on:

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

The last step in building a service blueprint is to:

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

The Pet Palace washes, clips and grooms dogs. The owner and employees of the Pet Palace developed a mobile grooming vehicle. The new service allows them to go to the dog's home to wash, clip and groom it. How can Pet Palace NOT measure the success of its new service?

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

New service development is typically a linear process.

In the post introduction evaluation stage of the new-service development process information gathered during commercialization of the service can be reviewed and changes made based on actual market response to the offering.

Market testing is used to pilot run a new service to be sure the operational details are functioning smoothly.

_____ is very useful in helping companies choose the right new service innovations in the first place.

When Wendy's extended its hours of operation on Friday and Saturday nights to provide 24-hour fast-food service, it was an example of a service development growth strategy.

If the purpose of the service blueprint is to understand the integration of the various elements of the service process, the blueprint should be examined:

New-service success depends on:

After a service firm maps the service process from the customer's point of view, the next step in building a service blueprint is to:

In a service blueprint, the line of visibility separates:

When a day care center added an after-school program for first through third graders, it was an example of a service line extension.