Question 1

How important is the treatment of service personnel by other employees, the organisation and consumers to the efficient running of a service organisation?

Accepted Answer

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Question 2

Critical incidences can occur both pre- and post-consumption as well as during the process of delivery.

Accepted Answer

Critical incidences can occur at any stage of the service encounter including pre- and post-consumption as well as during the process of delivery. Examples include issues with scheduling an appointment, a problem with the product or service, or a billing error.

Question 3

Discuss the concept that Westerners are as vulnerable to a loss of self-esteem and ego as a member of an Asian culture is to the loss of face in service encounters.

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Question 4

To ensure consistent quality, McDonald's gives detailed instructions for how to deliver services in its restaurants.This approach to service illustrates a benefit of applying role and script theory.

Accepted Answer

Role theory emphasizes the importance of clearly defining and communicating roles, as well as the expected behaviors and actions associated with those roles. McDonald's uses detailed instructions to ensure that all employees understand their roles and the specific tasks they are responsible for, which helps to ensure consistent quality in service delivery. Similarly, script theory emphasizes the importance of providing clear guidelines and expectations for specific situations, which McDonald's also does through its detailed instructions for service delivery.

Question 5

Customers' needs for security against physical and financial harm are difficult to violate.

Accepted Answer

Customers' needs for security against physical and financial harm are fundamental and can be easily violated if proper measures are not taken by businesses to protect their customers' data, privacy, and physical well-being.

Question 6

In terms of customer satisfaction, if a consumer has a better than expected experience this can be referred to as 'positive disconfirmation'.

Accepted Answer

Positive disconfirmation occurs when a customer's perception of a product or service exceeds their initial expectations, resulting in a higher level of satisfaction.

Question 7

Discuss, using examples from your own experiences, the concept of 'critical incident technique' (CIT).

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Question 8

Think of a service that you have recently bought.Discuss the stages that you went through in making that purchase and relate your experience with a typical model of a customer's decision process.

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Question 9

Apply the three-stage model of consumption to a consumer who is making a decision on whether to go on a cruise liner or fly to a resort they have visited previously for their vacation.

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Question 10

Customers will put up with a lot of negative customer service from service businesses as they are reluctant to find new service providers.

Accepted Answer

Customers are increasingly less tolerant of negative customer service due to the availability of alternatives and the ease of switching providers, often facilitated by online reviews and comparison tools.

Question 11

The evaluation of a service is ongoing during the process but the most significant evaluation can only take place after the event.What factors can be used to assess the post-encounter stage of the service?

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Question 12

When attempting to buy a gift at an exclusive jewellery store, you notice that older well-dressed individuals are being served before you.Discuss this situation in terms of 'understanding customer's psychological needs and values'.

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Question 13

After graduation, you and your friend plan to start a marketing consultancy business.Discuss the risks your potential customers may perceive about buying services from your business and how you may try to reduce those risk perceptions.

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Question 14

Discuss role, script and control theories.How might a marketer incorporate insights gained from these theories into their service offering and delivery?

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Question 15

Compare and contrast how Western and Asian consumers might make the decision to purchase a particular service and evaluate the resulting service encounter.

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Quiz 2: Customer behaviour, culture and service encounters