Deck 10: Crafting the Service Environment

Question 1

Service consumers use service environment as an important quality proxy.

Answer 1

True

Question 2

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

Answer 2

False

Question 3

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

Answer 3

B

Question 4

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

Question 5

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 6

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 7

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 8

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 9

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.

Question 10

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

Question 11

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 12

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

Question 13

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

Question 14

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 15

Which of the following is an ambient condition?

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

Question 16

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

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

Question 17

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 18

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

Question 19

The use of violet is commonly associated with its ability to create an inner feeling of calm.

Question 20

Servicescapes are never purely function.

Question 21

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 22

The dreamlike lobby of Health Park Medical Center in Fort Meyers, Florida is a good example of ____________.

A)using spatial layout to maximize efficiency
B)using color schemes to enhance the service experience
C)using scent to calm patients
D)using spatial layout to best utilize a small space
E)using special layout to direct customers

Question 23

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

Question 24

According to the study by Mattila and Wirtz, putting scent and sound aspects of servicescapes at odds with each other actually enhances consumer impulse purchasing.

Question 25

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

Question 26

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 27

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

Question 28

"Spa dentistry" involves the practice of pampering patients with neck rubs, foot massages, etc. during necessarily invasive treatments inside their mouths.

Question 29

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 30

According to the Mehrabian-Russell Stimulus-Response Model, people avoid crowded environments because 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 31

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

Question 32

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

Question 33

Which of the following fragrances would you use to relax and calm customers?

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

Question 34

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 35

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

Question 36

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

Question 37

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 38

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

Question 39

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

Question 40

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

Question 41

Describe the design flaws of the Jordan Sheraton Hotel.

Question 42

Discuss how the servicescape at Disney World help script customer experiences.

Question 43

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 44

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

Question 45

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