Question 1

In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.
A)collectivist
B)low power distance
C)individualist
D)high power distance
E)low uncertainty avoidance

Accepted Answer

In a high power distance culture, social status is highly valued and there is a significant power difference between clients and service providers. This can result in reduced opportunities for client loyalty based on social bonding, as there may be less of a sense of equality and shared values between the two.

Question 2

In a collectivist culture, the emphasis in relationship is NOT on:
A)dependence
B)conformance
C)consideration of the individual
D)consideration of the ingroup to which one belongs
E)interdependence

Accepted Answer

In a collectivist culture, the emphasis is on the group or ingroup to which one belongs, so consideration of the individual is not a top priority. Dependence, conformance, and interdependence are all important aspects of collectivism.

Question 3

Understanding customers' intrinsic needs and values is part of:
A)pre-purchase phase
B)service-encounter phase
C)post-purchase phase
D)all of the above
E)none of the above

Accepted Answer

B

Question 4

Which particular attributes of services do consumers find most difficult to evaluate?
A)Credence attributes
B)Search attributes
C)Service attributes
D)Experience attributes
E)Financial attributes

Accepted Answer

Consumers find credence attributes, which are factors that are difficult to evaluate even after experiencing the service (such as the quality of medical equipment used in surgeries), most difficult to evaluate. Search attributes (such as hotel room amenities), service attributes (such as responsiveness of customer service), experience attributes (such as the taste of food at a restaurant), and financial attributes (such as price) are typically easier for consumers to evaluate.

Question 5

As a result of being high on uncertainty avoidance, Asian consumers are likely to:
A)be highly brand-name conscious and brand loyal
B)show a greater insistence on quality
C)be active users of reference groups and opinion leaders
D)a and c
E)a, b and c

Accepted Answer

Being high on uncertainty avoidance, Asian consumers tend to prefer known brands with a perception of higher quality. They are likely to be brand loyal and active users of reference groups and opinion leaders for decision-making. Therefore, options A, B, and C are all correct.

Question 6

Which of the following is NOT valued in a feminine culture?
A)Caring for others
B)Nurturing roles and attitude
C)Quality of life
D)Performance
E)Maintenance of warm personal relationships

Accepted Answer

In feminine cultures, the focus is typically on caring for others, nurturing roles and attitudes, quality of life, and maintaining warm personal relationships rather than on performance, competition, and achievement, which are more valued in masculine cultures.

Question 7

All of the following are types of risk that are of concern to potential customers except:
A)financial risk
B)psychological risk
C)social risk
D)process risk
E)functional risk

Accepted Answer

Process risk is not a type of risk that is usually of concern to potential customers. The other four options (financial risk, psychological risk, social risk, and functional risk) are all types of risks that customers may consider before making a purchase. Financial risk refers to the potential loss of money, psychological risk refers to the potential harm to mental well-being, social risk refers to the potential harm to social standing, and functional risk refers to the potential for product failure or not meeting expectations.

Question 8

Attributes such as style, colour and feel are ________ properties which can be evaluated pre-purchase; __________ properties can only be evaluated during consumption and consumers may not be able to confidently evaluate __________ properties.
A)search; experience; credence
B)physical; experiential; value
C)search; functional; credence
D)tangible; physical; emotional
E)search; experience; psychological

Accepted Answer

Style, colour and feel can be evaluated pre-purchase, making them search properties. Properties that can only be evaluated during consumption are experiential properties. Consumers may not be able to confidently evaluate credence properties, such as safety or effectiveness. Therefore, option A is the best choice.

Question 9

The inherent social nature of services means that cultural norms will impact on consumer decision making.This is particularly noticeable in:
A)high contact services
B)medium contact services
C)all service situations
D)all of the above
E)a and b only

Accepted Answer

The answer of The inherent social nature of services means...

Question 10

In selecting a service provider, consumers may encounter many risks.Which of the following services contains the highest level of risk?
A)Buying a chocolate bar
B)Hiring consultancy services
C)Visiting a retail clothing outlet
D)Hiring a house cleaning service
E)Taking a coat to the dry cleaners

Accepted Answer

Hiring consultancy services involves a high level of risk as the outcomes of the service can have significant impacts on the consumer's business or personal life. The consultants' competence, integrity, and ability to deliver promised results are crucial in this type of service. The other options do not have as high a level of risk associated with them.

Question 11

Consumers who are worried about what their peer groups (or other significant influences on their life) think when they purchase an item of clothing at a particular retail outlet are concerned about what type of risk?
A)Financial risk
B)Communication risk
C)Performance risk
D)Psychological risk
E)Social risk

Accepted Answer

The concern about the peer group's perception when purchasing an item is related to social risk, which refers to the potential for negative social evaluation or embarrassment. This type of risk can occur when the consumer feels that the purchase decision may not be aligned with the norms or values shared by their reference group.

Question 12

Several factors may enhance risks and uncertainty in the mind of a service purchaser.Which of the following is NOT likely to be one of them?
A)When the service is relatively new
B)When the service is complex
C)When the purchase is important to the customer
D)When the customer is making a repeat purchase
E)When the customer is relatively inexperienced

Accepted Answer

Repeat purchase typically reduces risks and uncertainty as the customer is already familiar with the service and the provider.

Question 13

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?
A)Lower power distance
B)Low uncertainty risk.
C)Higher power distance
D)Low uncertainty risk
E)All of the above

Accepted Answer

Higher power distance refers to a society in which the hierarchy is strong and power is centralized at the top. Lower power distance, on the other hand, describes a society in which there is less emphasis on hierarchy and more equality. Low uncertainty risk refers to a society that is comfortable with ambiguity and change, while high uncertainty risk describes a society that prefers stability and predictability. Therefore, only choice C fits the description of a society with a strong hierarchy and centralized power.

Question 14

All of the following are dimensions of Hofstede's cultural values except:
A)power distance
B)individualism
C)face
D)uncertainty avoidance
E)masculinity

Accepted Answer

"Face" is not one of Hofstede's cultural dimensions. The five dimensions are power distance, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance, and long-term versus short-term orientation.

Question 15

A consumer decides she needs a haircut, so she asks a friend to tell her about her experiences at a new hairdresser.This discussion would come under which stage of the three-stage consumption model?
A)Pre-purchase stage
B)Experience validity stage
C)Service experience stage
D)Post-encounter stage
E)Consumption stage

Accepted Answer

In the pre-purchase stage, the consumer is actively seeking information about a product or service. In this case, the consumer is asking her friend for information about her experiences with a hairdresser.

Question 16

In a high-risk purchase situation, which of the following statements is incorrect?
A)Western consumers tend to go through an extended information search process.
B)Asian consumers tend to be more passive consumers than Western consumers.
C)Asian consumers tend to use only internal information sources.
D)Western consumers tend to consider all attributes of each brand.
E)Asian consumers may prevent the problem recognition stage from occurring.

Accepted Answer

The statement "Asian consumers tend to use only internal information sources" is incorrect. While Asian consumers may rely more on personal relationships and recommendations from trusted sources, they still commonly use external information sources such as advertisements and online reviews.

Question 17

In a typical model of a customer's decision process, which of the following is NOT part of the pre-purchase stage?
A)Mood states
B)Recognition of needs
C)Evaluation of alternatives
D)Information search
E)All of the above

Accepted Answer

Mood states are typically considered part of the post-purchase stage, as they can influence a customer's overall satisfaction with the purchased product or service. The pre-purchase stage includes the recognition of needs, evaluation of alternatives, and information search.

Question 18

Which of the following factors may reduce risk and uncertainty when a consumer is looking to select a service?
A)The intangibility of the service
B)The consumer's lack of experience in using that service
C)The level of contact the consumer may have with the organisation during the purchase and consumption phase
D)The complexity of the service
E)The importance of the purchase to the consumer

Accepted Answer

The level of contact the consumer may have with the organisation during the purchase and consumption phase can reduce risk and uncertainty by providing the consumer with more information and reassurance about the service. This can include customer service, clear communication, and opportunities for feedback. The other factors listed - intangibility, lack of experience, complexity, and importance of the purchase - may increase risk and uncertainty.

Question 19

For an overseas student selecting an Australian or New Zealand university, which of the following information sources are likely to be the least important to the student in making his/her decision?
A)University websites
B)Discussions with university staff members over the telephone
C)Opinion of friends who have visited and experienced the university
D)Opinion of potential employers at the student's home country
E)Opinion of academic staff at the student's home school

Accepted Answer

The answer of For an overseas student selecting an Australian...

Question 20

In a typical model of a decision making process, which of the following is NOT part of the service encounter stage?
A)Mood states
B)Information search
C)Understanding consumer needs and values
D)Control theory
E)Role and script theory

Accepted Answer

The service encounter stage typically includes factors such as mood states, understanding consumer needs and values, role and script theory, and control theory. However, information search is a part of the pre-purchase stage, not the service encounter stage of the decision-making process.

Quiz 2: Customer behaviour, culture and service encounters

In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.

In a collectivist culture, the emphasis in relationship is NOT on:

Understanding customers' intrinsic needs and values is part of:

Which particular attributes of services do consumers find most difficult to evaluate?

As a result of being high on uncertainty avoidance, Asian consumers are likely to:

Which of the following is NOT valued in a feminine culture?

All of the following are types of risk that are of concern to potential customers except:

Attributes such as style, colour and feel are properties which can be evaluated pre-purchase; properties can only be evaluated during consumption and consumers may not be able to confidently evaluate ____ properties.

The inherent social nature of services means that cultural norms will impact on consumer decision making.This is particularly noticeable in:

In selecting a service provider, consumers may encounter many risks.Which of the following services contains the highest level of risk?

Consumers who are worried about what their peer groups (or other significant influences on their life) think when they purchase an item of clothing at a particular retail outlet are concerned about what type of risk?

Several factors may enhance risks and uncertainty in the mind of a service purchaser.Which of the following is NOT likely to be one of them?

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?

All of the following are dimensions of Hofstede's cultural values except:

A consumer decides she needs a haircut, so she asks a friend to tell her about her experiences at a new hairdresser.This discussion would come under which stage of the three-stage consumption model?

In a high-risk purchase situation, which of the following statements is incorrect?

In a typical model of a customer's decision process, which of the following is NOT part of the pre-purchase stage?

Which of the following factors may reduce risk and uncertainty when a consumer is looking to select a service?

For an overseas student selecting an Australian or New Zealand university, which of the following information sources are likely to be the least important to the student in making his/her decision?

In a typical model of a decision making process, which of the following is NOT part of the service encounter stage?