SM Chapter 02

What is a service blueprint primarily used for?

• Identifying customer demographics

• Visualizing the service process, touchpoints, and interactions

• Creating advertising strategy

• Designing physical evidence

Which of the following elements is NOT a part of service blueprinting?

• Line of visibility

• Backstage actions

• Customer segments

• Support processes

In service systems, horizontal process mapping helps to:

• Determine employee roles

• Identify touchpoints across departments

• Map organizational hierarchy

• Track vertical integration

A process that adapts based on customer demand and involvement is called:

• Static process

• Customized process

• Assembly line process

• Back-office process

The 'People' component in service marketing is important because:

• People are easy to replace

• Services are often delivered by people and through people

• People increase fixed costs

• Customers dislike interacting with people

High-contact services are those where:

• The customer is completely absent

• Customer interaction is minimal

• The customer is physically present during service delivery

• Only AI is used

The Service Profit Chain links employee satisfaction with:

• Branding

• Customer loyalty and profitability

• Product innovation

• Process automation

The 'Servicescape' refers to:

• Government rules for services

• Internal environment where the service is delivered

• Legal boundaries of services

• Virtual marketing techniques

Vertical service mapping focuses on:

• Layers of management

• Frontstage and backstage service activities

• Customer hierarchy

• Time zones in service delivery

Which of the following is an example of physical evidence in services?

• Brochures and staff uniforms

• Brand loyalty

• Customer feedback

• Word-of-mouth publicity