Study Unit 4 - Chapter 6

Question 1

Risks of Unique demands of service design

Answer 1

1. Oversimplification
2. Incompleteness
3. Subjectivity
4. Biased interpretation

Question 2

Dimensions developed for classification of services

Answer 2

1. Distinctions between equipment-based and people-based services
2. A 2x2 matrix classsification contrasting low-customer contact and high customer contact services with low-customisation and high-customisation services
3. Three-dimensional classifications in terms of the degree of labour intensity to produce the service, the degree of interaction between the customer and the service provider, and customisation of the service to customer specifiations
4. Service delivery modes combined with the level of intensity of the customer-service provider interface

Question 3

4 Four variable influence the co-production decision:

Answer 3

1. Input uncertainty
2. Customer willingness to participate
3. Diversity of demands
4. Interdependencies

Question 4

2 basic characteristics of a service development process:

Answer 4

1. Service design thinking & techniques should be utilised in conceptualising and designing the service
2. Creating a climate for continuous innovation.

Question 5

Input uncertainty

Answer 5

Often uncertain how the customer will behave during the service encounter or what the customer will bring to the service environment

Question 6

Customer willingness to participate

Answer 6

Capacity of customers to participate in the service process may be limited by their desire to participate and their levels of knowledge, skills or understanding of their role

Question 7

Diversity of demands

Answer 7

Will customer demands be met in a standardised or customised way?

Question 8

Interdependencies

Answer 8

How are service activities divided between the front-office, back-office, and the co-producing customer in delivering the service?