Question 1

If required, an airline offers special meals for diabetic passengers, complimentary game packs and nappies for children, wheelchair access to its lounges and a special area for religious observances.These are examples of the:

Accepted Answer

The answer of If required, an airline offers special meals...

Question 2

Which of the following best describes a service shop?

Accepted Answer

A service shop is characterized by a high degree of personal interaction and customization, but a low degree of labor intensity.

Question 3

According to Ulrike de Brentani (2000) there are at least four areas that require particular attention in the process used for creating, developing and launching new services.Which of the following is NOT one of them?

Accepted Answer

According to Ulrike de Brentani (2000), the areas that require particular attention in the process used for creating, developing and launching new services are unique value proposition and differentiation, new service synergy, customer involvement, and frontline role during the new service development process. The backstage's role is not one of these areas.

Question 4

The process of reengineering involves _______ processes to achieve _______ performances.

Accepted Answer

The process of reengineering involves analyzing and redesigning processes to achieve faster and better performances. This is the definition of reengineering and is reflected in choice C. Choices A, B, D, and E are either missing key elements or include incorrect information.

Question 5

Which of the following is NOT a classification of service concepts in Maister and Schmenner's system?

Accepted Answer

Maister and Schmenner's system classifies services into four categories: Professional service, Mass service, Service shop, and Service factory. Core service is not a classification within their system.

Question 6

Which of the steps in the planning, creating and delivering of services involves clarifying specific benefits offered to customers and the costs incurred in return?

Accepted Answer

The answer of Which of the steps in the planning,...

Question 7

In the framework for service design, 'increased perception of control' is provided by which service redesign concept?

Accepted Answer

Self-service allows customers to have more control over their service experience, as they are able to perform tasks themselves without relying on a service provider. This can lead to an increased perception of control and satisfaction for the customer.

Question 8

From the marketer's perspective, non-controllable external brand communications involving word-of-mouth and publicity are important because they affect the strength of the service _______.

Accepted Answer

Non-controllable external brand communications, such as word-of-mouth and publicity, can significantly impact the brand strength of a service. This is because they are often perceived as more credible and trustworthy than controlled communications, and therefore have a greater influence on customers' perceptions and experiences of the brand. Hence, Option A (brand) is the correct answer.

Question 9

In the development process of a service product strategy, what are the three essential elements that must be considered by a service firm?

Accepted Answer

In developing a service product strategy, a service firm must consider the nature and benefits of the service they offer, the place and manner of service provision, and the requisite enabling resources needed to provide the service. These three elements are crucial in shaping the service product strategy and ensuring its successful implementation. Factors such as customer perception of quality and the organization's financial resources are also important but are more dependent on the three essential elements mentioned above. Therefore, option A is the most appropriate choice.

Question 10

Most _______ services represent _______ to _______ needs.

Accepted Answer

Supplementary services are additional services that augment the core product or service being offered. These services represent responses to customers' needs, to provide a complete and satisfying service experience. Therefore, option D is correct as it represents supplementary services and responses to customer needs. Options A, B, and E are incorrect as they use either augmented or core services which do not represent supplementary services. Option C is incorrect as it uses information instead of responses to customer needs.

Question 11

The provision of services within the fast food industry is an excellent example of:

Accepted Answer

The fast food industry is a classic example of a service factory, as it involves standardized, routine services delivered efficiently on a large scale. The focus is on delivering fast and convenient services to customers, often using a highly mechanized and systematized approach to ensure consistency and efficiency. This model is designed to maximize productivity and drive down costs through volume-based production, and is characterized by a high degree of standardization and automation of processes.

Question 12

Exceptions involve a group of supplementary services that fall outside the routine of normal service delivery.Which of the following is NOT one of the types of such exceptions?

Accepted Answer

Handling payment is not an exception as it is a routine part of the service delivery process. The other types of exceptions listed, such as special requests, problem solving, handling complaints, and restitution, involve additional services that are not part of the standard service offering.

Question 13

In the new service development process, what is essential to consider in the early stages?

Accepted Answer

Differentiation is essential to consider in the early stages of new service development, as it involves identifying unique features and benefits that set the service apart from competitors. This is important for determining the target market and positioning of the service in the marketplace. Consideration of performance evaluation, test marketing, product introduction, and re-engineering may come later in the new service development process.

Question 14

Heany (1983) proposed seven categories of innovation which include:

Accepted Answer

The seven categories of innovation proposed by Heany (1983) include major service innovations, major process innovations, supplementary service innovations, service redesign, and three other categories not listed in the options. Therefore, the best choice is E, which includes all of the categories proposed by Heany.

Question 15

Which of the following statements is NOT true?

Accepted Answer

This statement is not true as supplementary elements can assist in differentiation, as they can provide a unique and valuable experience for customers, leading to a competitive advantage.

Question 16

Brands in which the product brand name dominates, but the corporate name is still featured, are referred to as:

Accepted Answer

Endorsed brands are those in which the product brand name dominates, but the corporate name is still featured as an endorsement or guarantee of quality. This strategy is common in industries such as consumer goods, where the product may be more memorable than the company behind it.

Question 17

Which of the following could be considered as a product line extension for a service organisation?

Accepted Answer

A product line extension involves adding new products or services to an existing line. An airline adding a new route is extending its service offerings within its existing line of business.

Question 18

When developing service products, core and supplementary service elements, core products, supplementary services, reliability levels and accessibility are all part of the:

Accepted Answer

The answer of When developing service products, core and supplementary...

Question 19

Which of the following is most aptly applied to the 'mass service' classification within the system created by Maister and later expanded by Schmenner (1986)?

Accepted Answer

The 'mass service' classification is characterized by low degree of personal interaction and customisation but high in labour intensity, where the service is standardized and provided at a large scale with a focus on efficiency and productivity.

Question 20

_______ concept defines the essential nature of the service(s) to be offered with reference to the nature and needs of the market(s) to be targeted, and leads to a specification of what resources will be required to make the concept a reality.

Accepted Answer

The concept that defines the essential nature of the service(s) to be offered with reference to the nature and needs of the market(s) to be targeted is the strategic service concept. This concept is the foundation for developing a service strategy and leads to a specification of what resources will be required to make the concept a reality. The service marketing, service operations, and service production and consumption concepts are all related to the delivery and promotion of the service, but do not necessarily define the essential nature of the service in the same way as the strategic service concept. The service production concept is more focused on the operational aspects of delivering the service.

Quiz 4: Developing service products: core and supplementary service elements