Deck 8: Managing the Firms Physical Evidence

Question 1

One of the advantages of requiring employees to wear uniforms is that it reduces the customer's perception of:

A)intangibility.
B)inseparability.
C)heterogeneity.
D)socialization.
E)perishability.

Answer 1

C

Question 2

The ____ model helps explain the effects of the service environment on consumer behavior.

A)servuction model
B)scale of market entities
C)conceptual model of service quality
D)service blueprint
E)stimulus-organism-response

Answer 2

E

Question 3

Which of the following is NOT an advantage of requiring employees to wear uniforms?

A)Uniforms identify the firm's personnel.
B)Uniforms help in controlling deviant members.
C)Uniforms provide price expectations to customers.
D)Uniforms imply a coherent group structure.
E)Uniforms present a physical symbol that embodies the group's ideals and attributes.

Answer 3

C

Question 4

When developing servicescapes,firms recognize that their physical environment will affect employees and customers.This is due primarily to:

A)inseparability.
B)intangibility.
C)heterogeneity.
D)perishability.
E)socialization.

Question 5

All of the following are components of a service firm's physical evidence except:

A)exterior design.
B)landscaping.
C)firm brochures.
D)signage.
E)employee skill set.

Question 6

Consumer responses to environmental stimuli are characterized by approach or avoidance behaviors.Consumer approach behavior is demonstrated by:

A)a desire to stay.
B)a desire to explore and interact.
C)a desire to communicate.
D)feelings of satisfaction.
E)all of these.

Question 7

In a(n) ____ environment,the service employees are physically present while customers are involved in the service production process at an arm's length.

A)self-service
B)vertical service
C)remote service
D)saleable service
E)interpersonal service

Question 8

Consumers who seek convenience over price and personal attention are:

A)economic customers
B)personalized customers
C)apathetic customers
D)ethical customers
E)elastic customers

Question 9

Cognitive responses to the firm's servicescape include all of the following except:

A)beliefs or opinions.
B)categorization.
C)the inference of symbolic meaning.
D)feelings of contentedness or anxiety.
E)beliefs or opinions,and feelings of contentedness or anxiety.

Question 10

Which of the following is NOT an element of the physical evidence for the Hapke Dance Studio?

A)its parquet dance floor
B)its ad in the Lexington Herald
C)dance instructors' experience
D)its website
E)its brochure describing the dance lessons and the various payment plans

Question 11

____ is the study of the use of physical evidence to create service environments and its influence on the perceptions and behaviors of individuals.

A)Ergonomics
B)Environmental psychology
C)Physics
D)Physical sociology
E)Environmental anthropology

Question 12

Which of the following is NOT a major role of a service firm's physical evidence?

A)socializing employees and customers
B)providing a means for differentiation
C)providing a means for customer price comparisons
D)facilitating the flow of the service delivery process
E)packaging the service

Question 13

Which of the following is NOT an example of an ambient condition in a retail environment?

A)music
B)signs
C)scents
D)lighting
E)colors

Question 14

The component of the SOR model that describes the recipient of the set of stimuli in the service encounter is:

A)stimulus receiver.
B)organism.
C)organizations.
D)responder.
E)stimuli receptor.

Question 15

Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?

A)a bakery shop
B)an air-conditioned hotel on a hot July day
C)an open five-story parking garage
D)bookstore with an in-store coffee cart
E)a movie theater

Question 16

The emotional state that reflects the degree to which consumers and employees feel in control and able to act freely within the service environment is referred to as:

A)pleasure-displeasure.
B)arousal-nonarousal.
C)approach-avoidance.
D)dominance-submissiveness.
E)cognitive-physiological.

Question 17

Which of the following is an example of an avoidance behavior?

A)spending money
B)interacting with employees
C)browsing
D)ignoring service providers
E)all of these

Question 18

Which of the following is NOT a component of a service firm's physical evidence?

A)parking
B)employee appearance
C)billing statements
D)business equipment
E)customer satisfaction

Question 19

Pregnant military personnel were originally permitted to wear civilian clothing when pregnant in lieu of their traditional military uniforms.After implementing this policy,the military observed:

A)grateful personnel who could now wear their own clothes.
B)jealousy from other personnel who were required to wear uniforms.
C)a wide array of dress styles on base.
D)personnel who were upset because they now had to worry about what to wear every day.
E)discipline and morale problems because these personnel had begun to lose their identification with their roles as soldiers.

Question 20

A(n) ____ is the customer's composite of mental images of the service firm's physical facilities.

A)internal response moderator
B)perceived servicescape
C)cognitive response
D)emotional response
E)physiological response

Question 21

The emotional states of pleasure-displeasure,arousal-nonarousal,and dominance-submissiveness are types of:

A)internal response moderators.
B)holistic environments.
C)individual behaviors.
D)social interactions.
E)physical environmental dimensions.

Question 22

Which of the following statements pertaining to the location of the firm is false?

A)Location decisions should consider the amount of customer involvement necessary to provide the service.
B)Low contact firms should consider moving sites that are closer to sources of supply,transportation and labor.
C)The actual location of high-contact services should be as close to the street as possible.
D)Parking should be considered when making site selection decisions.
E)The firm's facility should be compatible with its surrounding environment.

Question 23

____ encourage quick decisions and work best for businesses where low-involvement purchase decisions are made.

A)Response moderators
B)Scent appeals
C)Warm colors
D)Sound appeals
E)Taste appeals

Question 24

Which of the following senses conveys more information than any of the others?

A)sight
B)sound
C)scent
D)touch
E)taste

Question 25

Which of the following colors is associated with coolness,shyness,dignity,and wealth?

A)red
B)violet
C)yellow
D)orange
E)green

Question 26

All of the following statements are true except:

A)combinations of warm and cool colors can create relaxing,yet stimulating atmospheres.
B)rooms painted in lighter colors tend to look smaller.
C)lighter hues are popular for fixtures.
D)darker hues are used as attention grabbers.
E)too much violet may dampen consumer spirits.

Question 27

Consumer moods and attitudes are types of:

A)physiological customer responses.
B)emotional customer responses.
C)individual approach behaviors.
D)internal response moderators.
E)cognitive customer responses.

Question 28

____ are favored when the customer needs to take time to make high-involvement decisions.

A)Cool colors
B)Scent appeals
C)Warm colors
D)Sound appeals
E)Taste appeals

Question 29

Discuss how a service firm's physical evidence facilitates the flow of the service delivery process.

Question 30

Which of the following statements regarding background music in a restaurant were found to be true?

A)Consumers spend more money when fast music is played.
B)Customers are served faster when slow music is played.
C)Customers run higher bar bills when slow music is played.
D)Gross margins are higher when fast music is played.
E)Customers are willing to wait longer for a table when fast music is played.

Question 31

Consumer feelings of physical pleasure or discomfort are _____ responses.

A)physiological
B)emotional
C)cognitive
D)psychic
E)emotional and psychic

Question 32

One of the primary roles of a service firm's physical evidence is to package the service.Explain the managerial implications of "packaging the service."

Question 33

Discuss the physical environmental dimensions of the servicescapes model.

Question 34

Sam enters a new restaurant and finds it dimly lit and nicely furnished with soft music playing in the background.He immediately lowers his voice to a hush and uses his best table manners.This is an example of the cognitive response of:

A)pleasure.
B)peacefulness.
C)symbolic meaning.
D)beliefs.
E)categorization.

Question 35

The actual size of the firm's facility conveys meanings to the firm's target market.Which of the following most accurately describes customer perceptions regarding small facilities?

A)important
B)powerful
C)personal
D)successful
E)stable

Question 36

Discuss the design considerations of the servicescape for remote,self-service,and interpersonal services.

Question 37

Which of the following combinations are made up of all warm colors?

A)red,blue,green
B)yellow,blue,violet
C)red,yellow,green
D)yellow,red,orange
E)orange,blue,green

Question 38

How does the appearance of personnel impact how consumers perceive that the firm will handle the service aspects of its business?

Question 39

Which of the following statements pertaining to colors is false?

A)Hues are the actual colors such as red,blue,or yellow.
B)Warm colors are perceived as aloof or formal.
C)Children appear to favor brighter colors.
D)Adults tend to favor softer tones.
E)Dark colors make large empty spaces look smaller.

Question 40

The three primary visual stimuli that appeal to consumers on a basic level are:

A)harmony,contrast,and clash.
B)size,shape,and color.
C)blue,yellow,and green.
D)red,blue,and green.
E)violet,blue,and red.

Question 41

List the stages of a servicescape development plan.