Question 1

Service consumers use service environment as an important quality proxy.

Accepted Answer

Service environment includes elements such as physical facilities, technology and interaction with service staff, which can all influence the perceived quality of a service by consumers. Thus, service environment serves as an important quality proxy for service consumers.

Question 2

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

Accepted Answer

This statement does not make sense and is not related to the purpose of marketing communications. The goal of marketing communications is to attract potential customers who are likely to be interested in the products or services being advertised, not to exclude certain types of customers based on their potential impact on the ambiance. Additionally, there are no known legal ramifications for attracting customers who enhance the ambiance.

Question 3

The ____________ complex an) ____________ process becomes, the more powerful is its potential impact on ____________.

Accepted Answer

The statement suggests that the more complex a process or system is, the stronger its potential impact on cognitive (thinking) processes. This would imply that the affective (emotional) impact may be less influential. Therefore, option B, which identifies the cognitive impact as the focus, is the best choice.

Question 4

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

Accepted Answer

Both the appearance of service personnel (employees) and customers can influence the overall perception and impression of the service environment. For example, if employees are poorly groomed or dressed inappropriately, it may give the impression of unprofessionalism and lack of care for the customers. Similarly, if customers are disorderly or rude, it creates a negative environment for other customers and service personnel. On the other hand, well-groomed employees and polite and well-behaved customers can reinforce a positive impression of 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.

Accepted Answer

Functionality primarily refers to how well the spaces and systems within a building or environment serve their intended purpose, rather than just the physical attributes and arrangement of objects. It encompasses the efficiency and effectiveness of these elements in fulfilling their designated functions.

Question 6

The two dimensions of Russell's model of affect are ____________ and ____________.

Accepted Answer

Russell's model of affect includes two dimensions: pleasure (positive vs. negative) and arousal (high vs. low). Option A is incorrect because centrality and dominance are not part of Russell's model of affect. Option C is incorrect because permanence is not one of the dimensions. Option D is incorrect because regret is not one of the dimensions. Option E is also incorrect because fullness and looseness are not part of the dimensions.

Question 7

Of the following, which is NOT an ambient condition that irritates shoppers according to Alain d'Astous?

Accepted Answer

Alain d'Astous did not mention that the store being too small is an ambient condition that irritates shoppers.

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.

Accepted Answer

Service environments are also known as servicescapes, which encompass the physical setting, ambiance, and other experiential elements encountered by customers while receiving services. The term "servicescape" was first introduced by Booms and Bitner in 1981. The service environment plays a crucial role in shaping customers' perceptions, attitudes, and behavior towards service providers.

Question 9

Of the following, which is NOT an environmental design condition that irritates shoppers according to Alain d'Astous?

Accepted Answer

Alain d'Astous's research on environmental design conditions that irritate shoppers does not list the constant arrangement of store items as an irritant. The other options (B, C, D, E) are considered irritants because they directly impact the shopping experience by making it difficult for customers to try on, find, navigate, or feel comfortable within the store due to space constraints.

Question 10

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

Accepted Answer

Ambient conditions are associated with the environment and its sensory characteristics, which include sight, sound, smell, touch, and taste.

Question 11

The field of ____________ studies how people respond to specific environments.

Accepted Answer

Environmental psychology is the study of how people respond to specific environments. Organizational behavior, marketing, strategic management, and financial management all focus on different aspects of business and management, but do not specifically address the relationship between people and their physical surroundings.

Question 12

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

Accepted Answer

Spatial layout refers to the physical arrangement of resources, including facilities, equipment, and personnel, within a space to optimize workflow, efficiency, and user experience, not specifically to the ability of items to facilitate service transactions.

Question 13

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

Accepted Answer

Signs are a common way to communicate behavioral rules and expectations to customers in service settings. They can serve as reminders and help to maintain a consistent standard of behavior among customers.

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.

Accepted Answer

In Russell's model of affect, increasing arousal levels in an unpleasant service environment can push customers into a state of distress, making it undesirable. This model suggests that in negative contexts, heightened arousal can exacerbate negative feelings.

Question 15

Which of the following is an ambient condition?

Accepted Answer

Music is a type of ambient condition as it refers to the background sound in a store or restaurant that can affect the overall mood and atmosphere. The other options (facility layout, displays, location, price) are not ambient conditions, but rather specific elements that contribute to the overall environment or customer experience.

Question 16

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

Accepted Answer

Location is not considered a dimension of the service environment itself but rather a factor influencing where the service environment is situated. The service environment dimensions typically refer to aspects directly related to the physical or virtual space where the service is delivered, such as exterior facilities, general interior, store layout, and interior displays.

Question 17

In environmental psychology the typical outcome variable is ____________ or ____________ of an environment.

Accepted Answer

In environmental psychology, the typical outcome variable is approach or avoidance of an environment. Approach refers to the desire to interact with an environment, while avoidance refers to a desire to avoid the environment. These outcomes are important for understanding how people perceive, evaluate, and behave in different environments.

Question 18

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

Accepted Answer

Most service encounters are routine and involve low levels of cognitive processing, focusing more on habitual behavior and less on deep, thoughtful decision-making. They often involve more affect (emotions) than high cognitive processing, especially in services with a strong interpersonal element.

Question 19

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

Accepted Answer

This statement is true. Violet is often used in color therapy to promote feelings of relaxation and calmness.

Question 20

Servicescapes are never purely function.

Accepted Answer

Servicescapes can be both functional and aesthetic, serving practical purposes while also creating an atmosphere or experience.

Quiz 10: Crafting the Service Environment