Question 1

Which of the following is most reflective of the service exchange between brands and customers?

Accepted Answer

A)  touchpoints 
B)  moments 
C)  episodes 
D)  efforts C

Question 2

Which of the following is not a method used to deliver a more personalized and enhanced service to customers?

Accepted Answer

A)  artificial intelligence 
B)  data modelling 
C)  dynamic personalization 
D)  language processing D

Question 3

The people dimension in the marketing mix refers to ______.

Accepted Answer

A)  employees and customers 
B)  service providers and marketers 
C)  boundary spanners and employees 
D)  customers and marketers A

Question 4

All of the following are TRUE about sources of friction EXCEPT ______.

Accepted Answer

A)  friction is felt as pain 
B)  friction can harm the relationship between brand and buyer 
C)  friction occurs when a customer depreciates the value of the experience with the brand 
D)  friction cannot be eliminated

Question 5

A service episode blueprint encourages all of the following EXCEPT ______.

Accepted Answer

A)  creativity 
B)  preemptive problem solving 
C)  controlled implementation 
D)  selected service development

Question 6

All of the following are characteristics of intangibles EXCEPT ______.

Accepted Answer

A)  low in search qualities 
B)  low in attribute qualities 
C)  high in experience qualities 
D)  high in credence qualities

Question 7

Which of the following can speed up service episodes by predicting what will be needed using recognized patterns?

Accepted Answer

A)  service blueprinting 
B)  robotic process automation 
C)  machine learning 
D)  intelligent process automation

Question 8

Service design was born from the culture of ______.

Accepted Answer

A)  interaction 
B)  design 
C)  desirability 
D)  service

Question 9

Knowledge friction can be experienced by ______.

Accepted Answer

A)  customer care representatives 
B)  self-service customers 
C)  employees 
D)  third-party partners

Question 10

Which of the following is not an element of the service design principles?

Accepted Answer

A)  It is interdisciplinary. 
B)  It is a systematic approach. 
C)  It is a heuristic approach. 
D)  It is an iterative process.

Question 11

Which of the following does not illustrate the power of presence indicators to relay meaning?

Accepted Answer

A)  a brand's name 
B)  a brand's values 
C)  a brand's logo 
D)  a brand's color choices

Question 12

The backstage actions element of the service blueprint are performed by ______.

Accepted Answer

A)  a frontstage employee and/or a technical support employee 
B)  a backstage employee 
C)  a frontstage employee 
D)  a backstage employee and/or a frontstage employee

Question 13

When marketers use presence to design servicescapes, it is referred to as ______.

Accepted Answer

A)  design elements 
B)  evidence management 
C)  interior design 
D)  impression management

Question 14

Which of the following techniques can be useful for evaluating the value proposition for new service offerings?

Accepted Answer

A)  episode economics 
B)  episode frequency 
C)  episode quality 
D)  episode experience map

Question 15

The interdependent service relationship between buyers and sellers is consistent with ______.

Accepted Answer

A)  customer benefits managements 
B)  value-added marketing 
C)  consumer relationship management 
D)  relationship marketing

Exam 10: Extending Value: People, Process, and Presence in the Customer Experience