Question 1

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

Accepted Answer

With the rise of technology and customer preference for self-service, many services are transforming into low-contact services where customers can perform tasks on their own without interacting with employees.

Question 2

The service delivery system is composed of
A) Inanimate environment
B) Contact personnel
C) Other customers
D) Front stage
E) All of the above

Accepted Answer

The service delivery system is composed of all the given elements - inanimate environment, contact personnel, other customers, and front stage. All these elements work together to create a service experience for the customers.

Question 3

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

Accepted Answer

The term "Servuction System" describes the part of the service organization's physical environment that is visible to and experienced by the customers. It encompasses all aspects of the service delivery process that customers interact with, including the physical facilities, equipment, personnel, and other customers.

Question 4

The prepurchase stage begins with ____________.
A) perceived risk
B) formation of expectations
C) moments of truth
D) evoked set
E) need arousal

Accepted Answer

The prepurchase stage begins with need arousal, as consumers become aware of a desire or want that they aim to satisfy.

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

Accepted Answer

The other choices (functional, financial, physical, social) are all types of perceived risk in purchasing and using services. However, "permanent" is not typically considered a type of perceived risk in this context.

Question 6

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

Accepted Answer

High-contact encounters typically involve face-to-face interactions or significant personal interactions, while low-contact encounters may take place online or through automated processes with minimal customer interaction.

Question 7

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

Accepted Answer

The technical core is the part of the service that is not visible to the customer and takes place backstage. The front-stage is the part of the service that is visible to the customer.

Question 8

Reliability, ease of use, and customer support are considered ____________.
A) search attributes
B) experience attributes
C) credence attributes
D) satisfaction attributes
E) capital attributes

Accepted Answer

Reliability, ease of use, and customer support are all experience attributes, which are product or service qualities that are only perceived after use or consumption.

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

Accepted Answer

Credence attributes are characteristics that are difficult to evaluate even after consumption, such as the reliability of a financial advisor or the safety of a medicine. This is because customers may lack the expertise or knowledge to fully understand or evaluate these attributes. Search attributes are easily evaluated prior to purchase, such as the color or size of a product, while experience attributes are evaluated during consumption, such as the taste of food or comfort of a hotel room. Satisfaction attributes refer to the level of satisfaction a customer receives from a product or service. Capital attributes are not a commonly used term in marketing.

Question 10

The goal of relationship marketing is to gain additional customers.

Accepted Answer

The goal of relationship marketing is not just to gain additional customers, but to retain and cultivate a long-term relationship with existing customers to increase customer loyalty and lifetime value.

Question 11

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

Accepted Answer

The answer of Desired service is the minimum level of...

Question 12

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

Accepted Answer

The Zone of Tolerance refers to the range within which customers are willing to accept variations in service delivery, rather than a model for evaluating consumer behavior during the service encounter. The other options (Moments of Truth, High/Low contact service, Servuction System, and Theater Metaphor) are all models or concepts used to understand or evaluate consumer behavior in service encounters.

Question 13

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

Accepted Answer

This is the definition of a service encounter.

Question 14

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

Accepted Answer

Evidence management is actually a systematic approach to collecting, organizing, and presenting evidence of a firm's abilities and accomplishments in a clear and coherent manner to customers. It involves ensuring that all evidence is up-to-date, relevant, and easily accessible to demonstrate the firm's capabilities and expertise.

Question 15

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

Accepted Answer

Easy

Question 16

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

Accepted Answer

MODERATE

Question 17

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

Accepted Answer

Service dramas are typically heavily scripted, with actors following a specific set of lines and actions. This consistency helps to ensure that each performance is of a high quality and meets the expectations of the audience.

Question 18

_______________ confirmation is when the service provided was better than expected.
A) Negative
B) Neutral
C) Positive
D) Potential
E) Unexpected

Accepted Answer

Positive confirmation is when the service provided exceeds the customer's expectations and delivers superior quality.

Question 19

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.

Accepted Answer

Customers who have no prior experience with a firm may rely on various sources such as word-of-mouth comments, news stories, and the firm's marketing efforts to form pre-purchase expectations.

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

Accepted Answer

Search attributes are tangible characteristics that customers can evaluate prior to purchase. Experience and credence attributes are not necessarily tangible and may not be able to be fully evaluated until after the purchase. Satisfaction attributes and capital attributes are not commonly used terms in this context.

Quiz 2: Consumer Behavior in a Services Context

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

The service delivery system is composed of

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

The prepurchase stage begins with ____________.

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

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

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

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

Characteristics that customers find hard to evaluate even after consumption are termed ____________.

The goal of relationship marketing is to gain additional customers.

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

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

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

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

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

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

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

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

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.

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.