Question 1

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

Accepted Answer

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

Question 2

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

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

Provide rain checks

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

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.

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

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

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

New Perspectives on Marketing in the Service Economy

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters

Exam 2: Consumer Behavior in a Services Context

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

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.

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

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

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

New Perspectives on Marketing in the Service Economy

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Services Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand and Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Managing Relationships and Building Loyalty

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Striving for Service Leadership

Filters