Deck 10: Crafting the Service Environment

Question 1

The use of orange is commonly associated with its ability to encourage verbal expression.

Answer 1

True

Question 2

Of the following, which is NOT an environmental design condition that irritates shoppers according to Alain d'Astous?

A) Arrangement of store items is always the same.
B) No mirror in the dressing room.
C) Unable to find what one needs.
D) Directions within the store are inadequate.
E) Store is too small.

Answer 2

A

Question 3

Service consumers use service environment as an important quality proxy.

Answer 3

True

Question 4

The ____________ complex an) ____________ process becomes, the more powerful is its potential impact on ____________.

A) more; affective; cognition
B) more; cognitive; affect
C) less; cognitive; services
D) less; affective; cognition
E) less; cognitive; affect

Question 5

If a service environment is inherently ____________, one should avoid increasing ____________ levels, as this would move customers into the "distressed" region of Russell's model.

A) pleasant; arousal
B) pleasant; excitement
C) pleasant; relaxation
D) unpleasant; arousal
E) unpleasant; excitement

Question 6

Which of the following is NOT one of the dimensions of the service environment?

A) Exterior facilities
B) General infrastructure
C) Store layout
D) Interior displays
E) Location

Question 7

Signs are frequently used to teach and reinforce behavioral rules in service settings.

Question 8

Servicescapes help to shape the desired feelings and reactions in customers and employees.

Question 9

Service environments, also called ____________ relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites.

A) service planes
B) servicescapes
C) service boxes
D) servicetomies
E) service vaults

Question 10

The two dimensions of Russell's model of affect are ____________ and ____________.

A) centrality; dominance
B) pleasure; arousal
C) centrality; permanence
D) pleasure; regret
E) fullness; looseness

Question 11

Of the following, which is NOT an ambient condition that irritates shoppers according to Alain d'Astous?

A) Store is too small
B) Store is not clean
C) Too hot inside the store or the shopping center
D) Music inside the store is too loud
E) Bad smell in the store

Question 12

Which of the following is an ambient condition?

A) Facility layout
B) Displays
C) Music
D) Location
E) Price

Question 13

Marketing communications attempt not to attract customers who will enhance the ambiance with their presence because of potential legal ramifications.

Question 14

The appearance of both service personnel and customers can reinforce or detract from the impression created by the service environment.

Question 15

Functionality refers to the floor plan, size and shape of furnishings, counters, and potential machinery and equipment, and the ways in which they are arranged.

Question 16

Ambient conditions refer to those characteristics of the environment pertaining to our five senses.

Question 17

Spatial layout refers to the ability of items to facilitate the performance of service transactions.

Question 18

In practice, the large majority of service encounters are routine, involving a high level cognitive processing and little affect.

Question 19

The field of ____________ studies how people respond to specific environments.

A) organizational behavior
B) marketing
C) environmental psychology
D) strategic management
E) financial management

Question 20

In environmental psychology the typical outcome variable is ____________ or ____________ of an environment.

A) service; repurchase
B) control; reproach
C) control; avoidance
D) control; sensibility
E) approach; avoidance

Question 21

What are the three stages of the Mehrabian-Russell Stimulus-Response Model?

Question 22

A spa environment should be designed with low arousal and high pleasantness.

Question 23

Describe the challenge inherent in using signs, symbols, and artifacts in a servicescape and discuss when this task is particularly important.

Question 24

List the four tools that managers can use to guide their design of the service process.

Question 25

Describe what is meant by an holistic view of a service environment and provide examples.

Question 26

Which of the following fragrances would you use to boost energy levels and help make customers feel happy and rejuvenated?

A) Lemon
B) Black pepper
C) Lavender
D) Eucalyptus
E) Rose

Question 27

Describe one of the two examples from the book that show a link between scent and increased spending.

Question 28

The term ____________, used by Dennis Nickson and his colleagues, would most apply to sales associates at Victoria's Secret or Calvin Klein.

A) restricted labor
B) value-added labor
C) functional labor
D) aesthetic labor
E) synergistic labor

Question 29

According to the Mehrabian-Russell Stimulus-Response Model, people avoid crowded environments because there of the number of people rather than being deterred by the unpleasant feeling of crowding, people being in the way, or lacking perceived control.

Question 30

Describe how movie theaters in the United States are responding to falling attendance.

Question 31

What is the primary focus of the Mehrabian-Russell Stimulus-Response Model?

Question 32

According to Adrian North, the key to driving unwanted people away is ____________.

A) unfamiliarity
B) laws
C) direct recourse
D) indirect recourse
E) segmentation

Question 33

Fast music environments have been shown to generate more revenue and get customers to spend longer amounts of time in an environment than slow music environments.

Question 34

Staff acting as Cinderella, or seven drawfs at Disney theme parks are part of the service environment.

Question 35

The Hong Kong Tourism Board used ______________ to create harmony among elements and ensure that people feel good in the environment.

A) scent
B) color
C) feng shui
D) music
E) spatial layout

Question 36

Facing competition from numerous casinos in other locations, Las Vegas has been trying to reposition itself away from being an adult destination to a somewhat more wholesome family fun resort.

Question 37

Discuss how the United Kingdom uses music to discourage jaycustomers in the subway system.

Question 38

List the four key things that signs can be used for in a servicescape.

Question 39

What are the three important ways in which the service environment and its accompanying atmosphere impact buyer behavior?

Question 40

Which of the following is the best example of problems created by inappropriate color usage?

A) Blue chairs in Canada
B) Black bags in London
C) Yellow cars in Switzerland
D) Green buses in Israel
E) Red buses in London

Question 41

A community center that designs classrooms in a U-shaped manner to facilitate bringing people together is considering which aspect of crafting the service environment?

Question 42

Describe how Spain's Guggenheim Museum in Bilbao designs its servicescape to attract visitors.

Question 43

Describe the design flaws of the Jordan Sheraton Hotel.

Question 44

Describe the design flaws of the new airport lounge in a major Asian city.

Question 45

List the five guidelines for parking design described in the chapter.