Services-marketing experts generally agree that there is a hierarchy of new-service categories that is somewhat similar to the continuous,dynamically continuous,and discontinuous innovation continuum for physical products.Many Canadian banks now offer their customers insurance offerings would be example of:
A)style changes
B)process-line extensions
C)service-line extensions
D)major service innovations

Question

Quizplus · Accepted Answer

Service-line extensions refer to adding new services that are closely related to existing services offered by the company. In the case of Canadian banks offering insurance to their customers, this is a service-line extension as it is closely related to their existing banking services. Style changes refer to cosmetic changes in the service, process-line extensions refer to changes in the process of delivering the service, and major service innovations refer to entirely new services that are not related to existing services offered by the company.

Services-Marketing Experts Generally Agree That There Is a Hierarchy of New-Service