Question 1

Consumer evaluation processes in terms of service differ from those used when evaluating consumer goods.

Accepted Answer

A) True 
 B)False  True

Question 2

Credence attributes are those attributes which are easiest to assess during the service encounter.

Accepted Answer

A) True 
 B)False  False

Question 3

The consumer decision making process has been identified as having three principal stages which can further be divided into a number of steps within the process.

Accepted Answer

A) True 
 B)False  True

Question 4

All of the following are types of risk that are of concern to potential customers except:

Accepted Answer

A) financial risk 
B) psychological risk 
C) social risk 
D) process risk 
E) functional risk 
A) financial risk 
B) psychological risk 
C) social risk 
D) process risk 
E) functional risk

Question 5

In Eastern cultures, risk aversion is likely to be orientated towards monetary or functional risk.

Accepted Answer

A) True 
 B)False

Question 6

How important is the treatment of service personnel by other employees, the organisation and consumers to the efficient running of a service organisation?

Accepted Answer

The treatment of service personnel by ot

Question 7

Why is it important to acknowledge the employee's viewpoint when examining service encounters?

Accepted Answer

A) Bad customer behaviour is often a problem. 
B) Customers are not always right. 
C) Customers do not always obey instructions. 
D) All of the above 
E) a and b 
A) Bad customer behaviour is often a problem. 
B) Customers are not always right. 
C) Customers do not always obey instructions. 
D) All of the above 
E) a and b

Question 8

Discuss role, script and control theories.How might a marketer incorporate insights gained from these theories into their service offering and delivery?

Accepted Answer

Role, script, and control theories are a

Question 9

In a typical model of a customer's decision process, which of the following is NOT part of the pre-purchase stage?

Accepted Answer

A) Mood states 
B) Recognition of needs 
C) Evaluation of alternatives 
D) Information search 
E) All of the above 
A) Mood states 
B) Recognition of needs 
C) Evaluation of alternatives 
D) Information search 
E) All of the above

Question 10

Which particular attributes of services do consumers find most difficult to evaluate?

Accepted Answer

A) Credence attributes 
B) Search attributes 
C) Service attributes 
D) Experience attributes 
E) Financial attributes 
A) Credence attributes 
B) Search attributes 
C) Service attributes 
D) Experience attributes 
E) Financial attributes

Question 11

When the pilot realises during a flight that the plane will arrive late at the scheduled destination, passengers are immediately notified of the length of the delay.This is an example of giving customers:

Accepted Answer

A) informational assistance 
B) behavioural control 
C) cognitive control 
D) customer service 
E) value for money 
A) informational assistance 
B) behavioural control 
C) cognitive control 
D) customer service 
E) value for money

Question 12

Customers will put up with a lot of negative customer service from service businesses as they are reluctant to find new service providers.

Accepted Answer

A) True 
 B)False

Question 13

To ensure consistent quality, McDonald's gives detailed instructions for how to deliver services in its restaurants.This approach to service illustrates a benefit of applying role and script theory.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is a disadvantage of highly scripted roles?

Accepted Answer

A) They ensure uniform quality. 
B) They can lead to creative solutions in unfamiliar situations. 
C) They can lead to mindless service performance, rather than attention to customer needs. 
D) They can be attractive to employees who prefer the freedom of an ad lib approach. 
E) They make it impossible to achieve role congruence during service encounters. 
A) They ensure uniform quality. 
B) They can lead to creative solutions in unfamiliar situations. 
C) They can lead to mindless service performance, rather than attention to customer needs. 
D) They can be attractive to employees who prefer the freedom of an ad lib approach. 
E) They make it impossible to achieve role congruence during service encounters.

Question 15

All of the following are dimensions of Hofstede's cultural values except:

Accepted Answer

A) power distance 
B) individualism 
C) face 
D) uncertainty avoidance 
E) masculinity 
A) power distance 
B) individualism 
C) face 
D) uncertainty avoidance 
E) masculinity

Question 16

A customer who has many dealings with his/her bank over a year has many encounters with them.All of the following events may violate his/her respect if the customer encountered it except:

Accepted Answer

A) long waiting time to be served 
B) unfriendly customer service personnel 
C) bank staff's unreliability in returning phone calls 
D) preferential treatment given to another customer 
E) lack of product knowledge of the staff when asking about particular services 
A) long waiting time to be served 
B) unfriendly customer service personnel 
C) bank staff's unreliability in returning phone calls 
D) preferential treatment given to another customer 
E) lack of product knowledge of the staff when asking about particular services

Question 17

In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.

Accepted Answer

A) collectivist 
B) low power distance 
C) individualist 
D) high power distance 
E) low uncertainty avoidance 
A) collectivist 
B) low power distance 
C) individualist 
D) high power distance 
E) low uncertainty avoidance

Question 18

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

Accepted Answer

A) personality; arousal; positive affect 
B) unexpectedly high performance; arousal; positive affect 
C) low expectations; arousal; personality 
D) satisfaction; high expectations; arousal 
E) arousal; unexpectedly high performance; satisfaction 
A) personality; arousal; positive affect 
B) unexpectedly high performance; arousal; positive affect 
C) low expectations; arousal; personality 
D) satisfaction; high expectations; arousal 
E) arousal; unexpectedly high performance; satisfaction

Question 19

An individual's attitude towards change, risk and ambiguous situations is called 'uncertainty acceptance'.

Accepted Answer

A) True 
 B)False

Question 20

In selecting a service provider, consumers may encounter many risks.Which of the following services contains the highest level of risk?

Accepted Answer

A) Buying a chocolate bar 
B) Hiring consultancy services 
C) Visiting a retail clothing outlet 
D) Hiring a house cleaning service 
E) Taking a coat to the dry cleaners 
A) Buying a chocolate bar 
B) Hiring consultancy services 
C) Visiting a retail clothing outlet 
D) Hiring a house cleaning service 
E) Taking a coat to the dry cleaners

Consumer evaluation processes in terms of service differ from those used when evaluating consumer goods.

Credence attributes are those attributes which are easiest to assess during the service encounter.

The consumer decision making process has been identified as having three principal stages which can further be divided into a number of steps within the process.

All of the following are types of risk that are of concern to potential customers except:

In Eastern cultures, risk aversion is likely to be orientated towards monetary or functional risk.

How important is the treatment of service personnel by other employees, the organisation and consumers to the efficient running of a service organisation?

Why is it important to acknowledge the employee's viewpoint when examining service encounters?

Discuss role, script and control theories.How might a marketer incorporate insights gained from these theories into their service offering and delivery?

In a typical model of a customer's decision process, which of the following is NOT part of the pre-purchase stage?

Which particular attributes of services do consumers find most difficult to evaluate?

When the pilot realises during a flight that the plane will arrive late at the scheduled destination, passengers are immediately notified of the length of the delay.This is an example of giving customers:

Customers will put up with a lot of negative customer service from service businesses as they are reluctant to find new service providers.

To ensure consistent quality, McDonald's gives detailed instructions for how to deliver services in its restaurants.This approach to service illustrates a benefit of applying role and script theory.

Which of the following is a disadvantage of highly scripted roles?

All of the following are dimensions of Hofstede's cultural values except:

A customer who has many dealings with his/her bank over a year has many encounters with them.All of the following events may violate his/her respect if the customer encountered it except:

In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.

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

An individual's attitude towards change, risk and ambiguous situations is called 'uncertainty acceptance'.

In selecting a service provider, consumers may encounter many risks.Which of the following services contains the highest level of risk?

Marketing in the service economy

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 2: Customer behaviour, culture and service encounters

Consumer evaluation processes in terms of service differ from those used when evaluating consumer goods.

Credence attributes are those attributes which are easiest to assess during the service encounter.

The consumer decision making process has been identified as having three principal stages which can further be divided into a number of steps within the process.

All of the following are types of risk that are of concern to potential customers except:

In Eastern cultures, risk aversion is likely to be orientated towards monetary or functional risk.

How important is the treatment of service personnel by other employees, the organisation and consumers to the efficient running of a service organisation?

Why is it important to acknowledge the employee's viewpoint when examining service encounters?

Discuss role, script and control theories.How might a marketer incorporate insights gained from these theories into their service offering and delivery?

In a typical model of a customer's decision process, which of the following is NOT part of the pre-purchase stage?

Which particular attributes of services do consumers find most difficult to evaluate?

When the pilot realises during a flight that the plane will arrive late at the scheduled destination, passengers are immediately notified of the length of the delay.This is an example of giving customers:

Customers will put up with a lot of negative customer service from service businesses as they are reluctant to find new service providers.

To ensure consistent quality, McDonald's gives detailed instructions for how to deliver services in its restaurants.This approach to service illustrates a benefit of applying role and script theory.

Which of the following is a disadvantage of highly scripted roles?

All of the following are dimensions of Hofstede's cultural values except:

A customer who has many dealings with his/her bank over a year has many encounters with them.All of the following events may violate his/her respect if the customer encountered it except:

In a(n) __________ culture, differences in social status between client and service result in reduced opportunities for client loyalty based on social bonding.

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

An individual's attitude towards change, risk and ambiguous situations is called 'uncertainty acceptance'.

In selecting a service provider, consumers may encounter many risks.Which of the following services contains the highest level of risk?

Marketing in the service economy

Positioning services in competitive markets

Developing service products: core and supplementary service elements

Distributing services through physical and electronic channels

Understanding costs and developing pricing strategy

Balancing productive capacity and demand

Integrated services marketing communications

Managing people for service advantage

Crafting the service environment

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

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