Deck 2: Customer Behavior in a Services Context

Question 1

The key concepts in the pre-purchase stage include all the following except ____________.

A)servuction system
B)evoked set
C)perceived risk
D)zone of tolerance
E)credence attributes

Answer 1

A

Question 2

Service personnel may play roles that are very different from their own personalities.

Answer 2

True

Question 3

Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities,like employee dress and furnishings.

Answer 3

False

Question 4

Experience shows that successful personal relationships,built on trust,cannot be created and maintained simply through telephone and e-mail contact.

Question 5

In the theater metaphor,the elements include all but the following ____________.

A)positions
B)roles
C)scripts
D)service facilities
E)personnel

Question 6

Consumer preferences for involvement in the service process may reflect which of the following factors?

A)Variability in price structures.
B)Willingness to travel to a service facility.
C)Desire to be served by employee's face-to-face.
D)A and C only.
E)B and C only.

Question 7

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

Question 8

Credence attributes are the characteristics that can only be assessed after customers have gone through the service.

Question 9

Characteristics that customers find hard to evaluate even after consumption are termed ____________.

A)search attributes
B)experience attributes
C)credence attributes
D)satisfaction attributes
E)capital attributes

Question 10

A service encounter is a period of time during which you,as a customer,interact with a service provider.

Question 11

The three stages in the consumer decision making process are ____________,____________,and ____________.

A)pre-awareness stage,pre-purchase,purchase stage
B)pre-purchase stage,awareness stage,post-purchase stage
C)service encounter stage,pre-purchase stage,post-purchase stage
D)pre-purchase stage,awareness stage,purchase stage
E)pre-purchase stage,service encounter stage,post-purchase stage

Question 12

Everything else being equal,when customers are risk-averse,they will choose the service with the lowest risk perception.

Question 13

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

A)search attributes
B)experience attributes
C)credence attributes
D)satisfaction attributes
E)capital attributes

Question 14

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments,news stories,or the firm's own marketing efforts.

Question 15

During the post-purchase stage,consumers may make satisfaction judgments that ___________ their experience.

A)negatively confirm,positively confirm,disconfirm
B)positively disconfirm,confirm,negatively disconfirm
C)disconfirm,positively confirm,negatively disconfirm
D)negatively disconfirm,positively disconfirm,positively confirm
E)positively confirm,negatively confirm,negatively disconfirm

Question 16

Which of the following is NOT a type of perceived risk in purchasing and using services?

A)Functional
B)Permanent
C)Financial
D)Physical
E)Social

Question 17

The evoked set can be derived from past experience or competing firms.

Question 18

The pre-purchase stage begins with ____________.

A)perceived risk
B)formation of expectations
C)moments of truth
D)evoked set
E)need arousal

Question 19

The service operations system does not include ____________.

A)physical facilities
B)equipment
C)other customers
D)technical core
E)personnel

Question 20

Consumers will desire a particular level of service,but are willing to accept an adequate level of service and the gap between the two levels is called the zone of acceptance.

Question 21

An example of a service high in credence attribute is _____________.

A)extreme sports
B)vacation
C)spa
D)musical performance
E)surgery

Question 22

Thoughtful banks place a telephone beside their ATMs so that customers can call a real person.

Question 23

For B2B services,trade shows can be a way to create a need and engage customers' interest.

Question 24

Give an example of a pre-purchase risk-reduction strategy.

Question 25

Service consumption can be divided into what three principal stages?

Question 26

How many needs can be triggered in the pre-purchase stage?

Question 27

A dental hygienist confirming needs and setting appointment dates with patients is part of the service script for teeth cleaning.

Question 28

For customers of credit card companies,which of the following statements are true?

A)When they make calls to the call center,these are usually the few moments of truth.
B)There is very little of the theater performance.
C)They usually experience high-contact with the service personnel.
D)Only A and B.
E)All of the above.

Question 29

Describe the servuction system for a high-contact service like an upscale restaurant.

Question 30

Give an example of a social risk involved in using a service.

Question 31

Give an example of a service's search attribute.

Question 32

Hotels may organize food tasting to ____________.

A)generate goodwill.
B)have free trials.
C)advertise their services.
D)act as a service guarantee.
E)make use of evidence management.

Question 33

Describe what is meant by adequate service,predicted service,and zone of tolerance.

Question 34

McAfee uses free trial to create more search attributes to assist prospective customers.

Question 35

Give an example of a restaurant's credence attribute.

Question 36

To develop effective marketing strategies,marketers must understand how people make decisions about buying and using service,what the experience of service delivery and consumption is like for customers,and ____________.

A)how they evaluate competitors
B)how they evaluate the experience
C)how often they utilize competitors
D)how often they complain to the service firm
E)the length of their relationship with the service firm

Question 37

Airlines are considered a low-contact service when compared to auto repair.

Question 38

Define "high-contact service."

Question 39

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

A)sit quietly in the waiting room
B)commit positive word-of-mouth
C)confirm and honor appointments
D)should get to know hygienists
E)provide accurate histories

Question 40

What is the service delivery system?

Question 41

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

Question 42

Describe how a firm like AOL can reduce customer perceptions of risk?

Question 43

What type of risk reduction strategy would you suggest a golf course employ to reduce customer fears about rain cancellations?

Question 44

What types of risks might be inherent in making an online textbook purchase?

Question 45

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.