Deck 4: Consumer Decision Making in Services Marketing

Question 1

Using a linear compensatory approach and the information below, which car rental firm should be selected: (10 = best/most; 1 = worst/least)

A) Avis
B) Hertz
C) Budget
D) Alamo
E) each customer's choice will differ based on their gut-level feelings.

Answer 1

Avis

Question 2

Using a lexicographic approach and the information below, which car rental firm should be selected: (10 = best/most; 1 = worst/least)

A) Avis
B) Hertz
C) Budget
D) Alamo
E) each customer's choice will differ based on their gut-level feelings.

Answer 2

Budget

Question 3

Using a nonsystematic approach and the information below, which car rental firm should be selected: (10 = best/most; 1 = worst/least)

A) Avis
B) Hertz
C) Budget
D) Alamo
E) each customer's choice will differ based on their gut-level feelings.

Answer 3

each customer's choice will differ based on their gut-level feelings.

Question 4

The _____ is the last step in the consumer decision process.

A) postpurchase stage
B) positioning stage
C) problem identification stage
D) prepurchase stage
E) consumption stage

Question 5

According to the text, which one of the following is a type of perceived risk?

A) financial risk
B) performance risk
C) social risk
D) psychological risk
E) all of the above

Question 6

Services are primarily characterized by

A) search attributes
B) experience attributes
C) credence attributes
D) a and b
E) b and c

Question 7

With regards to the number of service alternatives available, which of the following statements is false?

A) Consumers are aware of fewer alternatives because less prepurchaseinformation is available.
B) Self-service, in some instances, is a viable alternative.
C) In general, individual service providers tend to offer only one brand of service
D) The evoked set for services is smaller.
E) All the above statements are correct.

Question 8

Post purchase models attempt to describe the process by which consumers evaluate their purchase decisions. Which of the following models evaluates services by comparing expectations with perceptions?

A) the role congruence model
B) the perceived-control model
C) the expectancy disconfirmation model
D) the script perspective
E) the Servuction model

Question 9

The post purchase model which is based on the idea that in a service encounter,customers and employees perform roles, and that satisfaction is a function of role congruence--where actual behaviors are consistent with expected roles is called:

A) the dissonance model
B) the perceived-control model
C) the expectancy disconfirmation model
D) the script perspective
E) the Servuction model

Question 10

Roles differ from scripts in that roles are:

A) extra-individual
B) intra-individual
C) capable of being modified through training
D) modified over time with experience
E) flexible.

Question 11

Scripts differ from roles in that scripts are:

A) extra-individual
B) inflexible
C) written
D) intra-individual
E) performed by both employees and customers

Question 12

Scripts differ from roles in that:

A) scripts also concern the impact of the service setting
B) scripts and roles are terms used to describe the same subject
C) roles are intra-individual
D) scripts are extra-individual
E) scripts cannot be modified via training and experience