Deck 2: Consumer Behavior in a Services Context

Question 1

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

Answer 1

A

Question 2

The term ___________ describes that part of the service organization's physical environment that is visible to and experienced by the customers.

A) Moments of Truth
B) High/Low contact service
C) Servuction System
D) Theater Metaphor
E) Zone of Tolerance

Answer 2

C

Question 3

The service delivery system is composed of

A) Inanimate environment
B) Contact personnel
C) Other customers
D) Front stage
E) All of the above

Answer 3

E

Question 4

The prepurchase stage begins with ____________.

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

Question 5

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

Question 6

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

Question 7

Which of the following is NOT a model for evaluating consumers' behavior during the service encounter experience?

A) Moments of Truth
B) High/Low contact service
C) Servuction System
D) Theater Metaphor
E) Zone of Tolerance

Question 8

_______________ confirmation is when the service provided was better than expected.

A) Negative
B) Neutral
C) Positive
D) Potential
E) Unexpected

Question 9

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

Question 10

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 11

Customer delight is a function of three components: ______________, ______________, and _______________.

A) Low levels of arousal, personality, high levels of reactance
B) High levels of performance, arousal, positive affect.
C) Low levels of determination, conspicuous consumption, high levels of arousal
D) High levels of conspicuous consumption, reactance, satisfaction
E) High levels of reactance, central processing, low levels of arousal

Question 12

Reliability, ease of use, and customer support are considered ____________.

A) search attributes
B) experience attributes
C) credence attributes
D) satisfaction attributes
E) capital attributes

Question 13

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 14

Many service dramas are loosely scripted, which reduces variability and ensures uniform quality.

Question 15

The technical core typically is in the back-stage and is visible to the customer.

Question 16

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

Question 17

Desired service is the minimum level of service customers will accept without being dissatisfied.

Question 18

The goal of relationship marketing is to gain additional customers.

Question 19

Many high-contact and medium-contact services are transforming into low-contact services as customers undertake more self-service.

Question 20

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

Question 21

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

Question 22

What is the service delivery system?

Question 23

Service consumption can be divided into what three principal stages?

Question 24

Give an example of a service's search attribute.

Question 25

Define "high-contact service."

Question 26

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

Question 27

Professionals such as doctors and lawyers display their degrees and certifications because ____________.

A) they want to build personal relationships with their clientele and generate a moment of truth.
B) they want customers to "see" their credentials that qualify them to provide the service.
C) they want to provide detailed information about their core values.
D) they want to provide a visual example of their prowess and enhance experiential attributes.
E) These items act as an advertisement that highlights important aspects of their company.

Question 28

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 29

Developed nations are seeing increased spending on which of the following services at the expense of physical goods?

A) Extreme sports
B) Financial advising
C) Urban planning
D) Medical
E) Consulting

Question 30

Give an example of a restaurant's credence attribute.

Question 31

High-contact services differ greatly from low-contact services. Give two examples of each.

Question 32

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

Question 33

Progressive Auto reduces its costs primarily through a shortened response time, which decreases the likelihood of legal involvement.

Question 34

AOL uses free trials to create more search attributes to assist prospective customers.

Question 35

Jan Carlzon, the former CEO of Scandinavian Airlines System, used the ____________ metaphor as a reference point for transforming the airline into a customer-driven business.

A) service-perspective
B) comparative-analysis
C) systems-of-exchange
D) moment-of-truth
E) great-wall

Question 36

Give an example of how consumers may reduce perceived risk.

Question 37

Despite the ease of information accessibility via the Internet, patients and parents of patients tend not to seek additional information prior to consulting with doctors. They simply trust that the doctor is always right.

Question 38

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

Question 39

To develop effective marketing strategies, marketers must understand how people make decisions about buying and using service and ____________.

A) how they evaluate competitors
B) what determines their satisfaction with it after consumption
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

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

Question 41

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

Question 42

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

Question 43

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

Question 44

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

Question 45

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