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

Accepted Answer

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

Accepted Answer

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

Accepted Answer

The types of perceived risk in purchasing and using services are functional, financial, physical, and social. Permanent risk is not a type of perceived risk in purchasing and using services.

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.

Accepted Answer

Evidence management is actually the organized process of collecting, analyzing, and presenting evidence in a clear and persuasive manner to support a given argument or claim.

Question 5

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

Accepted Answer

The answer of Credence attributes are the characteristics that can...

Question 6

The service operations system does not include ____________.
A) physical facilities
B) equipment
C) other customers
D) technical core
E) personnel

Accepted Answer

The service operations system consists of physical facilities, equipment, personnel, and the technical core (the service product itself). However, other customers are not considered a part of the service operations system, as they are considered external to the organization and are not under the control of the service provider.

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

Accepted Answer

The answer of During the post-purchase stage, consumers may make...

Question 8

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

Accepted Answer

The answer of The evoked set can be derived from...

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 refer to aspects of a service that are difficult for customers to evaluate even after consumption, such as the quality of surgical procedures or the effectiveness of legal advice. Search attributes are easily assessed before purchase, such as color or price. Experience attributes are evaluated during consumption, such as the taste of food or comfort of a hotel stay. Satisfaction attributes refer to a customer's overall level of contentment with the service. Capital attributes are not a recognized term in marketing.

Question 10

In the theater metaphor, the elements include all but the following ____________.
A) positions
B) roles
C) scripts
D) service facilities
E) personnel

Accepted Answer

The answer of In the theater metaphor, the elements include...

Question 11

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, which is the first stage in the consumer decision-making process. Need arousal occurs when a consumer realizes that there is a discrepancy between his or her current state and desired state, and that a purchase can help alleviate this. The other options listed (perceived risk, formation of expectations, moments of truth, evoked set) occur later in the decision-making process.

Question 12

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

Accepted Answer

High-contact encounters involve direct interaction between customers and service providers, whereas low-contact encounters involve minimal or no direct interaction. The nature of the encounter can greatly affect the customer experience and satisfaction.

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.

Accepted Answer

The answer of Consumer preferences for involvement in the service...

Question 14

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

Accepted Answer

The answer of Experience shows that successful personal relationships, built...

Question 15

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

Accepted Answer

Service personnel are trained to adopt professional roles that are different from their personal selves to effectively perform their duties.

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.

Accepted Answer

Customers who have no prior experience with a company may rely on a variety of sources to form expectations, including word-of-mouth, news stories, and marketing efforts.

Question 17

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

Accepted Answer

This statement is true as risk-averse customers will always choose the option with the lowest perceived risk to avoid potential losses or negative outcomes.

Question 18

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

Accepted Answer

A service encounter is defined as a customer's interaction with a service provider during a specific period of time.

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.

Accepted Answer

The answer of Consumers will desire a particular level of...

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, such as product size, color, features, and price. Experience attributes are evaluated during or after consumption, while credence attributes are difficult for customers to evaluate even after consumption. Satisfaction attributes are a measure of the customer's overall satisfaction with the product or service, while capital attributes are not a commonly used term in marketing.

Quiz 2: Consumer Behavior in a Services Context

The key concepts in the pre-purchase stage include all the following except ____________.

The three stages in the consumer decision making process are , , and .

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

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

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

The service operations system does not include ____________.

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

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

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

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

The prepurchase stage begins with ____________.