Deck 2: Customer Behavior in a Services Context

Question 1

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

Answer 1

False

Question 2

The backstage, or invisible components of the servuction system, are of little interest to customers.

Answer 2

True

Question 3

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.

Answer 3

False

Question 4

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 5

The service encounter stage involves ____________.

A) Moments of truth
B) Zone of tolerance
C) Price decisions
D) trade-offs

Question 6

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

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

Question 7

The pre-purchase stage begins with ____________.

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

Question 8

The five broad dimensions of service quality are ___________.

A) tangibles, reliability, responsiveness, satisfaction, empathy
B) intangibles, reliability, responsiveness, assurance, empathy
C) tangibles, reliability, responsiveness, assurance, empathy
D) tangibles, attributes, responsiveness, assurance, empathy

Question 9

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 10

Expectation elements include desired, adequate and predicted service levels.

Question 11

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

Question 12

In high-contact services, it is important to make the experience appealing for customers both in terms of physical environment and their interaction with service personnel.

Question 13

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

Question 14

Services with high levels of contact include

A) nursing home, airline travel, movie theater
B) telephone banking, haircut, insurance
C) four-star hotel, car repair, cable tv
D) nursing homes, airline travel, four-star hotels

Question 15

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 16

If good service is predicted, the adequate level for that service will be lower.

Question 17

Back-stage or invisible process becomes important to customers in which of the following situations.

A) Kitchen sends wrong order
B) Flowers are delivered to a different address
C) Refund is refused
D) All of the above
E) Only a & b

Question 18

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

Question 19

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

Question 20

SERVQUAL is an instrument to measure customer loyalty.

Question 21

Service consumption can be divided into what three principal stages?

Question 22

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

Question 23

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 24

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 25

Give an example of a restaurant's credence attribute.

Question 26

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

Question 27

How does SERVQUAL measure service quality?

Question 28

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

Question 29

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

Question 30

Many caterers and Chinese restaurants use free trial to create more search attributes to assist prospective customers.

Question 31

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 32

Give an example of a service's search attribute.

Question 33

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

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

Question 34

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

Question 35

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

Question 36

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 37

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

Question 38

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

Question 39

What is the service delivery system?

Question 40

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

Question 41

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

Question 42

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

Question 43

Explain how a firm like Zurich Insurance can reduce customer perceptions of risk.

Question 44

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

Question 45

How can a restaurant use SERVQUAL to measure its service quality?