Chapter 3

Question 1

How do you measure the degree of complexity?

Answer 1

Measured by the
number of steps in the service blueprint. For
example a clinic is less complex than a
general hospital.

Question 2

How do you understand the the difference between two services general hospital. Degree of Divergence?

Answer 2

Amount of discretion
permitted the server to customize the
service. For example the activities of an
attorney contrasted with those of a
paralegal.

Question 3

What are the generic approaches to service design?

Answer 3

Production-line
Customer as Coproducer
Customer Contact
Information Empowerment

Question 4

What are components to the production line approach?

Answer 4

Limit Discretion of Personnel

• Division of Labor
• Substitute Technology for People
• Standardize the Service

Question 5

What are components to the costumer as a producer approach?

Answer 5

Substitution of Customer Labor for Provider

• Smoothing Service Demand

Question 6

what is the customer contact approach to service design?

Answer 6

Degree of Customer Contact

• Separation of High and Low Contact Operations

Question 7

What is information empowerment? and how does it help service design?

Answer 7

It helps the employee and the customer