Deck 10: Crafting the service environment

Question 1

_______ conditions refer to those characteristics of the _______ that pertain to your five ____.

A)Servicescape; environment; senses
B)Ambient; experience; senses
C)Ambient; environment; senses
D)Servicescape; experience; senses
E)Virtual; environment; senses

Answer 1

C

Question 2

Responses to different conditions vary depending on the environment.In which of the following might a crowded environment be acceptable to the consumer?

A)Late night shopping at the supermarket
B)Waiting for a taxi at a taxi rank
C)A pop concert
D)A Christmas shopping expedition
E)c and d only

Answer 2

E

Question 3

Important models to help marketers better understand consumer response to service environments are:

A)Mehrabian-Russel Stimulus-Response model
B)Russell's Model of Affect
C)Mehrabian-Russel Model of Affect
D)All of the above
E)a and b

Answer 3

E

Question 4

How many dimensions does Russell's Model of Affect use to measure the emotional response to an environment?

A)2
B)3
C)4
D)5
E)None of the above

Question 5

Which of the following is one of the design elements that could be categorised under 'store layout'?

A)Grouping of merchandise
B)Colour scheme
C)Pictures and artwork
D)Storefront
E)Sounds and music

Question 6

Olefaction researcher Alan Hirsch (1997) claims that at some time in the future, it will be possible to use scents to:

A)increase food purchases
B)manage people's behaviour
C)increase work patterns
D)develop purchasing patterns
E)all of the above

Question 7

The servicescape, as a message-creating medium, uses which of the following cues to communicate with its intended audience?

A)Using colour
B)Using textures
C)Using sounds
D)Using scents
E)Using symbolic cues

Question 8

Which of the following is one of the design elements that could be categorised under 'general interior'?

A)Themesetting
B)Wall composition
C)Colour of building
D)Storefront
E)Ensemble

Question 9

_______ surroundings help to shape appropriate _______ and reactions in customers and _____.

A)Comfortable; feelings; employees
B)Physical; feelings; employees
C)Physical; messages; employees
D)Physical; feelings; shoppers
E)Physical; visions; employees

Question 10

Using Russell's Model of Affect, a bank would most likely want its customers to feel:

A)confident
B)excited
C)aroused
D)sleepy
E)somnolent

Question 11

If you are using music to discourage patrons that are undesirable, one of the most important points is that:

A)quiet music is most effective
B)music that is unfamiliar is most effective
C)military music is most effective
D)loud music is most effective
E)discordant music is most effective

Question 12

One of the more unusual ways in which music has been deployed within the servicescape is to:

A)deter unwanted customers
B)shorten perceived waiting time
C)decrease stress levels
D)enhance perception of service personnel
E)none of the above

Question 13

Which of the following is NOT one of the main dimensions identified in the servicescape model?

A)Ambient conditions
B)Signs
C)Symbols
D)Artefacts
E)None of the above

Question 14

Which of the following is NOT an important reason why the physical service environment is so important for service-based industries?

A)It plays an important role in shaping the service experience.
B)It plays an important role in enhancing the service experience.
C)It can undermine the service experience.
D)It is an important part of the marketing mix.
E)None of the above

Question 15

Which of the following is NOT a way of enhancing the value proposition through the use of the servicescape of the Gold Class cinema?

A)Leather upholstered seat
B)Serving wine
C)Serving meals
D)Ensuring most recent film releases
E)Having waiters

Question 16

Which of the following is NOT a factor in designing a service environment?

A)It takes a lot of time.
B)It takes a lot of money.
C)It takes a lot of effort.
D)It does not play a central role in the service experience.
E)All of the above

Question 17

Which of the following is NOT included in the effect of ambient conditions in the servicescape?

A)Design elements
B)Music
C)Scent
D)Colour
E)None of the above

Question 18

Which of the following is an ambient dimension within the Mary Jo Bitner (1992) servicescape model?

A)Layout
B)Signs
C)Style of decor
D)Music
E)Furnishings

Question 19

In service settings, research has shown that scents can have a strong impact on customer ______, _____ and _____.

A)perceptions; affective responses; post-purchase behaviours
B)purposes; attitudes; evaluative responses
C)mood; evaluative responses; in-store behaviours
D)purposes; attitudes; in-store behaviours
E)mood; purposes; in-store behaviours

Question 20

The _____ of Russell's Model of Affect is its simplicity as it allows a direct ______ of how customers feel while they are in the ????______ environment.

A)weakness; assessment; service
B)strength; explanation; service
C)strength; assessment; commercial
D)strength; assessment; service
E)strength; explanation; commercial

Question 21

It is true to say that people are an important part of the service environment.Which of the following would be unlikely to promote a positive image?

A)Casual dress in a silver service restaurant
B)Staff dressed informally in a silver service restaurant
C)Noisy children in a silver service restaurant
D)A noisy group of customers in a silver service restaurant
E)All of the above

Question 22

The single most important factor when designing or redesigning servicescapes is:

A)functionality
B)the consumer
C)the staff
D)the aesthetics
E)the environment

Question 23

Blueprinting can be useful in some instances but it is NOT an applicable tool to use when designing a servicescape because it:

A)only documents failed experiences
B)places too much emphasis on successful experiences
C)is too concerned with staff rather than customers
D)is too time-consuming
E)none of the above

Question 24

The Munsell (1996) system used in psychological research, defines three dimensions of colour which are:

A)shade, value and chroma
B)hue, depth and chroma
C)hue, value and chromatic
D)hue, value and chroma
E)hue, depth and chromatic

Question 25

The statement 'Although individuals often perceive particular aspects or individual design features of an environment, it is the total configuration of all those design features that determines the consumer responses' would best be described as a:

A)holistic approach
B)servicescape
C)service environment
D)spatial layout
E)functionality

Question 26

When designing a new servicescape, particularly at a high-end venue, the designer's emphasis should be on:

A)clear signage
B)discrete signage
C)mood-appropriate signage
D)effective signage
E)both a and d

Question 27

Which of the following is NOT a tool that can be used to determine which aspects of the service design irritates customers?

A)Keen observations
B)Feedback and ideas from frontline staff
C)Sales records
D)Field experiments
E)Photo audit

Question 28

Which of the following are signs which can be used as labels and act as implicit or explicit signals for communication?

A)Names of department
B)Names of counter
C)Exit signs
D)Signs to toilets
E)All of the above

Question 29

Which of the following is NOT a sign, symbol or artefact that would be a useful addition to a store car park?

A)Safety lighting
B)Parent parking
C)Car detailing
D)Fresh painting
E)Disabled parking

Question 30

Alain d'Astous explored environmental design variables which irritated shoppers.Which of the following created a problem?

A)Unable to find what one needs
B)Bad smell in the store
C)Directions within the store are inadequate
D)All of the above
E)a and c

Question 31

The two key functions, in addition to ambient conditions, which influence the service environment are:

A)signs and symbol and spatial layout
B)artefacts and signs and symbol
C)artefacts and spatial layout
D)functionality signs and symbol
E)functionality and spatial layout

Question 32

Photo audits and field experiments are methods which can be used to determine the:

A)aesthetics of the venue
B)definition of the servicescape
C)aspects of the servicescape that irritate customers
D)specific preferences of consumers
E)specifications of the servicescape

Question 33

People are generally drawn toward warm colours.Into which of the dimensions do the warm shades fit?

A)Hues
B)Chroma
C)Depth
D)a and c
E)All of the above

Question 34

Alain d'Astous explored ambient conditions which irritated shoppers.Which of the following are ambient conditions that created a problem?

A)Store is not clean
B)Too hot
C)Music too loud
D)Bad smell
E)All of the above

Question 35

Which of the following could be accurately described as being an impact of the presence of scent in a shopping environment?

A)Mood
B)Purchasing intentions
C)Affective responses
D)Evaluative responses
E)All of the above

Question 36

_____ have to be seen _____, which means no one dimension of the design can be optimised in _____ because everything depends on everything else.

A)Environment; holistically; isolation
B)Layout; holistically; isolation
C)Layout; specifically; isolation
D)Servicescapes; holistically; isolation
E)Environment; holistically; concept

Question 37

The holistic characteristics of an environment mean that professional designers of service environments tend to:

A)focus on the general ambience
B)specialise in a particular type of servicescape
C)adapt to any given servicescape
D)concentrate on the similarities between servicescapes
E)all of the above

Question 38

Photo audit is a method of asking _____ (or ____ shoppers) to take photographs of their service ______.

A)customers; mystery; experience
B)customers; frequent; experience
C)staff; mystery; experience
D)customers; mystery; encounter
E)customers; frequent; encounter

Question 39

The use of scent and colour can result in different levels of arousal within the servicescape.An important factor to consider when using this combination is:

A)that it is often a good idea to mix high arousal music with low arousal scent
B)that high arousal scent can be combined with low arousal music effectively
C)that the level of arousals of both music and scent should be the same
D)all of the above
E)b and c only

Question 40

If you ran a beauty salon and wanted to ensure your clients were relaxed and calm before and during their treatments, which of the following scents would you most likely use?

A)Eucalyptus
B)Lemon
C)Lavender
D)Black pepper
E)b and c only

Question 41

In a restaurant setting, the use of a fast up-beat music selection is most likely to ensure that customers stay for longer.

Question 42

The correct spatial layout for a service environment will facilitate the need of both customers and employees.

Question 43

The vast majority of people's service encounters are routine day-to-day events.

Question 44

Music, colour and scent are all able to influence the ambience of the service environment and affect consumer behaviours.

Question 45

The understanding of consumer responses to service environments is based on intuitive responses rather than research.

Question 46

Which of the following is an example that illustrates customers' internal responses shaping their behaviour in a servicescape?

A)Visitors to a theme park feel happy and excited, so they stay longer
B)Visitors to a theme park notice that it is hot, so they feel uncomfortable
C)Shoppers in a store do not understand the layout, so they feel confused
D)Employees in a store hate the music, so they feel irritable
E)Employees in a store feel irritable, so they deliver poor service

Question 47

Colour schemes for stores such as Tiffany's, in which consumers are making a high-involvement purchase and need time to make a decision, are best suited to cool colours.

Question 48

Cold colours tend to heighten anxiety and raise the boredom factor in servicescapes.

Question 49

Why does Bitner's servicescape model take into account employee responses?

A)Bitner incorrectly assumed that employees are affected by their environment
B)An environment can enhance employees' productivity and service quality
C)An environment affects employee responses but not customer responses
D)Customers will be satisfied only if employees are enjoying themselves
E)Frontline employees are responsible for designing the servicescape

Question 50

The London underground has found that the use of classical music at its stations will discourage vandalism and loitering.

Question 51

Architectural style, colour, and exterior walls and exterior signs are all part of the exterior facilities design element.

Question 52

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 53

The music being played in shopping centres can be used to influence the purchasing behaviours of consumers.

Question 54

In a US experiment, it was found that gamblers increased the spending by 45 per cent when the casino used a pleasant artificial smell.

Question 55

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

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

Question 56

Once a service environment is designed and built it is still relatively easy to make change.

Question 57

Mary Jo Bitner's servicescape model is a quick and simple way to assess the service environment.

Question 58

The servicescape is important because physical surroundings affect both customers and employees.

Question 59

The strength of Russell's Model of Affect is that it allows a direct assessment of how consumers feel while in the service environment.

Question 60

What does it mean to 'use the service environment as a message-creating medium'?

A)Attract the attention of target segments
B)Make the servicescape stand out from competing establishments
C)Use sounds, scents, and more to heighten consumers' appetite for services
D)Use symbolic cues to communicate the distinctive nature of the service experience
E)Employ colours, textures, etc.to enhance the service experience

Question 61

Travellers arriving from overseas gain their first impression of the country from the ambient conditions they perceive.How could your airport's international terminal use colour to give a concept of the country they have just arrived in?

Question 62

The design of a servicescape involves all aspects, which is referred to as a 'holistic approach'.

Question 63

A move to symbolic rather than written signs is intended to create a visual language which can be understood by all languages and cultures.Select five of these signs and discuss how effective they are in terms of their message.

Question 64

Although blueprinting is a useful tool, in most areas it cannot be extended to include the physical evidence in the environment.

Question 65

Many servicescape designers execute designs which are visually spectacular but not always as practical as they could be.Using a holistic approach what criteria do you consider to be the most important?

Question 66

A group of general practitioners (GPs) has decided to work together and have located premises in a shopping centre.What design elements would you select for the physical environment?

Question 67

How important are people in the service environment? Are they more or less useful in creating a positive environment for consumers than the physical and atmospheric conditions?

Question 68

In your opinion, is the layout and ambience of the service provider's premises over-rated? Justify your answer in terms of recent research.

Question 69

Go to a major shopping centre and analyse their approach to the servicescape in terms of Russell's Model of Affect.

Question 70

Is the servicescape model a practical and useful tool for designing effective service environments or just what it claims to be, a 'model', and of little practical use? Justify your answer.

Question 71

Using the same shopping centre as above and working in a group, have one person take each of the potential ambient conditions and analyse the affect that has been achieved.

Question 72

Important inputs for designers of servicescapes include the use of feedback from frontline staff and a keen observation of customers' behaviour.

Question 73

Consumers' moods and buying patterns are influenced by a great number of variables.In your opinion, which of the variables that have been discussed is most easily manipulated by organisations?

Question 74

In terms of signs, symbols and artefacts in the servicescape, it is more important that they are designed to suit the venue than to be clearly understood.

Question 75

If the store is too hot, not clean and has a bad smell there is a need for more care to be taken with ambient conditions.