Question 1

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

Accepted Answer

Airlines are considered a high-contact service because they involve significant interaction between the service provider and the customer, especially in activities like check-in, boarding, and in-flight services, unlike auto repair which can often be done with minimal customer interaction.

Question 2

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

Accepted Answer

The answer of Developed nations are seeing increased spending on...

Question 3

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

Accepted Answer

Understanding what determines customers' satisfaction with a service after consumption is crucial for developing effective marketing strategies. Marketers can use this information to improve the service offering and address any potential issues that may arise after consumption. A, C, D, and E are also important factors to consider, but they do not directly address the decision-making process of buying and using a service.

Question 4

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

Accepted Answer

The answer of Give an example of a social risk...

Question 5

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

Accepted Answer

The answer of What types of risks might be inherent...

Question 6

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

Accepted Answer

Displaying degrees and certifications is a way for professionals to visually communicate their qualifications to potential clients. It provides credibility and demonstrates the knowledge and skills required to provide the service.

Question 7

Give an example of how consumers may reduce perceived risk.

Accepted Answer

The answer of Give an example of how consumers may...

Question 8

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

Accepted Answer

The answer of A dental hygienist confirming needs and setting...

Question 9

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.

Accepted Answer

Studies have shown that patients and parents of patients tend to trust their doctors and rely on their expertise rather than seeking additional information on their own. This is often due to an assumption that doctors have all the necessary information and expertise to make informed decisions.

Question 10

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

Accepted Answer

AOL may offer free trials to gather data on search habits and preferences of prospective customers, which in turn can lead to the creation of more search attributes that better cater to their needs.

Question 11

Define "high-contact service."

Accepted Answer

The answer of Define "high-contact service."...

Question 12

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Accepted Answer

Confirming and honoring appointments helps avoid delays and ensures effective use of dental professionals' time by reducing no-shows and last-minute cancellations.

Question 13

What is the service delivery system?

Accepted Answer

The answer of What is the service delivery system?...

Question 14

Give an example of a restaurant's credence attribute.

Accepted Answer

The answer of Give an example of a restaurant's credence...

Question 15

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

Accepted Answer

The answer of Describe what is meant by adequate service,...

Question 16

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

Accepted Answer

Progressive Auto reduces its costs by minimizing the amount of time it takes to resolve claims, which reduces the risk of legal involvement and associated expenses.

Question 17

Give an example of a service's search attribute.

Accepted Answer

The answer of Give an example of a service's search...

Question 18

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

Accepted Answer

The answer of Describe the servuction system for a high-contact...

Question 19

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.

Accepted Answer

Jan Carlzon used the "moment-of-truth" metaphor to refer to any contact between a customer and the airline where the customer forms an impression of SAS. Carlzon believed that by improving these moments of truth, the airline could create a positive customer experience and become more customer-driven.

Question 20

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

Accepted Answer

The answer of High-contact services differ greatly from low-contact services....

Quiz 2: Consumer Behavior in a Services Context