HM 442 Study Guide - Midterm Guide: Servicescape, Convenience Store, Taco
7 Jun 2018
School
Department
Course
Professor
HM 442 Exam #2 Study Guide:
Chapter 8: Service Innovation and Design
- Risks incurred by describing services in words alone:
- Oversimplification
- Incompleteness
- Subjectivity
- Biased interpretation
- The supervisor of a hotel housekeeping staff instructed a new housekeeper in the 45
ways a room must be cleaned if its tenant is leaving and not staying on for another night
while inferring that a less thorough method was used if the guest were staying additional
nights. The next month the supervisor wonders why this housekeeper is using many
more packets of toiletries than the other housekeepers are. Also, it seems that it is
taking the cleaner 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 supervisor's concern is _____, a risk incurred when services are
described in words alone
- Incompleteness
- A retail store manager instructed two new sales associates to greet customers quickly
when they enter the store. On the first day the sales associates are working on the
selling floor, one sales associate greets customers immediately after they enter the
store, while the other associate greets customers after they have looked around for a
minute or two. Which of the following risks incurred by describing services in words
alone has led to the sales associates greeting customers at different time intervals?
- Biased interpretation
- Oversimplification
- When words are too inadequate to describe complex service system
- Incompleteness
- Omit details / elements
- Subjectivity
- Biased from personal experience / degree of exposure
- Biased interpretation
- 2 people = 2 interpretations of the same word
- In order to have a greater likelihood of ultimate success, a new service development
system should be
- Precise
- The augmentation (make bigger or greater in size) of an existing service line is a
- Service line extension
- The most common types of new services:
- Service improvements
- The first step in the new service-development process is
- Business strategy development or review
find more resources at oneclass.com
find more resources at oneclass.com
- When a company offers new services to current customers, it is using a
- Service growth strategy
- A company that was involved in wedding planning 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. The
company is using a _____ growth strategy
- Service development
- In which of the following new-services development processes does a service firm
produce a description of the service that represents its specific characteristics and
features?
- Service concept development and evaluation
- During which stage of the new-service development process are demand analysis,
revenue projections, cost analyses, and operational feasibility assessed?
- Business analysis
- A service blueprint is developed during which stage of the new service-development
process
- Service development and evaluation
- At what stage of the new service development process, is the new service made
available to a limited number of its potential customers
- Market testing
- The final stage of the new service development process is:
- Post introduction evaluation
- A service blueprint depicts:
- The process of service delivery
- Onstage contact employee actions:
- Steps and activities that contact employees, like desk clerks and receptionists,
perform that are visible to customers
- Backstage contact employee actions:
- Line of internal interaction
- Activities performed by maintenance workers to prepare the airplane for its next flight is
which section of the service blueprint
- Support processes
- Example of a backstage contact employee action
- Marriott food service order clerk takes guest’s order
- In a service blueprint, the line of internal interaction separates:
- Backstage contact employee actions from support processes
- In a service blueprint, the line of visibility separates:
- Onstage contact employee actions from backstage contact employee actions
- If the purpose of the service blueprint is to understand the integration of the various of
elements of the service process, the blueprint should be examined:
- Vertically
- 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:
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Risks incurred by describing services in words alone: The next month the supervisor wonders why this housekeeper is using many more packets of toiletries than the other housekeepers are. Also, it seems that it is taking the cleaner 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 supervisor"s concern is _____, a risk incurred when services are described in words alone. A retail store manager instructed two new sales associates to greet customers quickly when they enter the store. When words are too inadequate to describe complex service system. Biased from personal experience / degree of exposure. 2 people = 2 interpretations of the same word. In order to have a greater likelihood of ultimate success, a new service development system should be.
