Deck 2: Consumer Behavior in a Services Context

Question 1

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

Answer 1

A

Question 2

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

Answer 2

E

Question 3

Which of the following is NOT a type of perceived risk in purchasing and using services?

A) Functional
B) Permanent
C) Financial
D) Physical
E) Social

Answer 3

B

Question 4

Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities, like employee dress and furnishings.

Question 5

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

Question 6

The service operations system does not include ____________.

A) physical facilities
B) equipment
C) other customers
D) technical core
E) personnel

Question 7

During the post-purchase stage, consumers may make satisfaction judgments that ___________ their experience.

A) negatively confirm, positively confirm, disconfirm
B) positively disconfirm, confirm, negatively disconfirm
C) disconfirm, positively confirm, negatively disconfirm
D) negatively disconfirm, positively disconfirm, positively confirm
E) positively confirm, negatively confirm, negatively disconfirm

Question 8

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

Question 9

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 10

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

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

Question 11

The prepurchase stage begins with ____________.

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

Question 12

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

Question 13

Consumer preferences for involvement in the service process may reflect which of the following factors?

A) Variability in price structures.
B) Willingness to travel to a service facility.
C) Desire to be served by employee's face-to-face.
D) A and C only.
E) B and C only.

Question 14

Experience shows that successful personal relationships, built on trust, cannot be created and maintained simply through telephone and e-mail contact.

Question 15

Service personnel may play roles that are very different from their own personalities.

Question 16

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments, news stories, or the firm's own marketing efforts.

Question 17

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

Question 18

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

Question 19

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.

Question 20

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 21

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

Question 22

Give an example of a service's search attribute.

Question 23

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

Question 24

McAfee uses free trial to create more search attributes to assist prospective customers.

Question 25

XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.

A) build trust with its clientele and generate a moment of truth.
B) demonstrate its size and fundamental strength in protecting companies from risk.
C) provide detailed information about its financial solubility.
D) provide a visual example of its prowess to enhance experiential attributes.
E) act as an advertisement that highlights important aspects of the company.

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

Give an example of a prepurchase risk-reduction strategy.

Question 32

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 33

What is the service delivery system?

Question 34

Define "high-contact service."

Question 35

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

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

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 restaurant's credence attribute.

Question 38

Service consumption can be divided into what three principal stages?

Question 39

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 40

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

Question 41

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

Question 42

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

Question 43

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

Question 44

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

Question 45

Describe how a firm like AOL can reduce customer perceptions of risk?