Quiz -- Chapter 4

1. The "line of visibility" found in a service blueprint separates the front office
operations from the back office operations.
A. True
B. False

2. A factor that simplifies the design of service systems is the presence of the customer as
a participant.
A. True
B. False

3. Standard processing times are listed on a service blueprint.

A. True
B. False

4. An increase in divergence can maximize the revenue that is generated by each

customer.
A. True
B. False

5. Dry cleaning is an example of a service where isolation of the technical core would be
inappropriate.
A. True
B. False

6. The typical fast-food restaurant has adopted the production line approach to service
design.
A. True
B. False
7. An important variable in the design process is the amount of customer participation in
the delivery of the service.
A. True
B. False

8. Financial consulting is an example of a service that has low complexity and high
divergence.
A. True
B. False

9. Ideas for new service innovations often originate with customers.

A. True
B. False

10. A major incentive for innovation in services is the ability to patent an idea.
A. True
B. False

11. Service complexity can be measured by analyzing the number and intricacy of the
steps required performing it.
A. True
B. False

12. An automatic teller machine is an example of a fixed-sequence robot.

A. True
B. False

13. An expert system can produce operations from memory that were originally executed
by an expert in that particular area.
 A. True
B. False

14. The “project authorization” in the NSD cycle is part of the development step.
A. True
B. False

15. Radical service innovations are mostly driven by technological innovations.

A. True
B. False

16. The “line of visibility” for a self-service process blueprint would be near the top of
the diagram.
A. True
B. False

17. Automated parking lot gate is an example of a fixed sequence robot.

A. True
B. False

18. A service blueprint will not facilitate creative problem solving because it will be too
rigid a definition of the service delivery system.
A. True
B. False

19. Investment banking is a financial service that has high complexity and high
divergence.
A. True
B. False
20. Limited discretion of service workers is a feature of the production-line approach to
service design.
A. True
B. False

21. Which one of the following is not a characteristic of a production-line approach to

provide a service?
A. Division of labor
B. Substitution of technology for people
C. Standardization of the process and service provided
D. High employee autonomy in task execution

22. One advantage of reduced divergence is:

A. quicker response to market demands.
B. greater efficiency.
C. maximization of revenue per customer.
D. the ability to command higher prices.

23. Service processes can be classified according to each of the following, except:
A. the degree of customer satisfaction.
B. the degree of customer contact.
C. the object of the service activity defined as goods, information or people.
D. the degree of divergence ranging from standard to customized service.

24. Which one of the following is not an example of a high customer contact service?
A. Dry cleaning
B. Banking
C. School
D. Hotel
25. The term "customer contact" refers to:
A. the handling of the product by the customer.
B. the influence the customer has on service design.
C. the amount of time spent waiting in the system.
D. the physical presence of the customer in the system.

26. A service with a low degree of divergence allows a manager to consider all but one of
the following options?
A. Hire workers who have little technical skills.
B. Substitute automation for repetitive tasks.
C. Empower workers with decision-making authority.
D. Incorporate a "production-line" approach to service.

27. Of the choices below, the most critical "fail point" in the service blueprint of a fitness
facility is:
A. the choice of music played.
B. the amount and type of exercise equipment.
C. the attention given to prospective members on their initial visit.
D. the cleanliness of the locker rooms.

28. A service blueprint can be used for all but one of the following:
A. educate customers.
B. identify areas of service improvement.
C. maintain the level of service complexity and divergence.
D. identify points where moments of truth will occur.

29. For companies offering customized services, which one of the following is true?
A. A comprehensive employee hiring process is very important.
B. Employee tasks are low on divergence.
C. A production-line approach to service is desirable.
 D. Information processing plays a minor role.

30. Which one of the following is not an increase in service complexity?

A. A supermarket adds a florist shop.
B. A supper club opens for Sunday brunch.
C. A restaurant switches from “house salad” to a salad bar with 40 items.
D. A health spa hires a massage therapist.

31. Which one of the following is not an advantage of reducing the divergence of a
service process?
A. Improved productivity
B. Uniformity
C. Greater flexibility
D. Reduced costs

32. A service blueprint with a large number of intricate steps is considered to have a:
A. high degree of divergence.
B. low degree of complexity.
C. high degree of complexity.
D. low degree of divergence.

33. The new service development process cycle contains all but one of the following
activities:
A. idea generation.
B. analysis.
C. development.
D. full launch.

34. Which one of the following is not an incremental service innovation?

A. Service line extension.
 B. Service improvements.
C. Style changes.
D. Service quality initiative.

35. An automatic teller machine would be considered a ________ robot.

A. numerical control
B. playback
C. variable sequence
D. fixed sequence

36. Which one of the following features does not illustrate a contribution that the
customer can make in the delivery of services?
A. Substitution of customer labor for provider labor.
B. Smoothing service demand.
C. service standardization.
D. None of the above.

37. Which one of the following best describes a service process exhibiting no customer
contact, low divergence, and processing goods?
A. Check processing.
B. Dry cleaning.
C. Auto repair.
D. Designing a building.

38. Which one of the following is true of a low-contact operation?

A. Environment defines nature of service.
B. Production smoothing is not possible.
C. Forecasts are long-term and output-oriented.
D. Quality standards are variable.
39. What one is not true of a high-contact operation?
A. Forecasts are short-term and time-oriented.
B. Facility should enhance production.
C. Capacity is set to match peak demand.
D. Time standards are inherently loose.

40. Check processing is an example of a process with:

A. indirect customer contact and low divergence.
B. direct customer contact and low divergence.
C. no customer contact and high divergence.
D. no customer and low divergence.