Question 1

The servicescape, as a message-creating medium, uses which of the following cues to communicate with its intended audience?

Accepted Answer

A) Using colour 
B) Using textures 
C) Using sounds 
D) Using scents 
E) Using symbolic cues 
A) Using colour 
B) Using textures 
C) Using sounds 
D) Using scents 
E) Using symbolic cues

Question 2

Olefaction researcher Alan Hirsch (1997) claims that at some time in the future, it will be possible to use scents to:

Accepted Answer

A) increase food purchases 
B) manage people's behaviour 
C) increase work patterns 
D) develop purchasing patterns 
E) all of the above 
A) increase food purchases 
B) manage people's behaviour 
C) increase work patterns 
D) develop purchasing patterns 
E) all of the above

Question 3

The two dimensions of Russell's Model of Affect are ____________ and ____________.

Accepted Answer

A) centrality; dominance 
B) pleasure; arousal 
C) centrality; permanence 
D) pleasure; regret 
E) fullness; looseness 
A) centrality; dominance 
B) pleasure; arousal 
C) centrality; permanence 
D) pleasure; regret 
E) fullness; looseness

Question 4

When designing a new servicescape, particularly at a high-end venue, the designer's emphasis should be on:

Accepted Answer

A) clear signage 
B) discrete signage 
C) mood-appropriate signage 
D) effective signage 
E) both a and d 
A) clear signage 
B) discrete signage 
C) mood-appropriate signage 
D) effective signage 
E) both a and d

Question 5

If you are using music to discourage patrons that are undesirable, one of the most important points is that:

Accepted Answer

A) quiet music is most effective 
B) music that is unfamiliar is most effective 
C) military music is most effective 
D) loud music is most effective 
E) discordant music is most effective 
A) quiet music is most effective 
B) music that is unfamiliar is most effective 
C) military music is most effective 
D) loud music is most effective 
E) discordant music is most effective

Question 6

Which of the following could be accurately described as being an impact of the presence of scent in a shopping environment?

Accepted Answer

A) Mood 
B) Purchasing intentions 
C) Affective responses 
D) Evaluative responses 
E) All of the above 
A) Mood 
B) Purchasing intentions 
C) Affective responses 
D) Evaluative responses 
E) All of the above

Question 7

What does it mean to 'use the service environment as a message-creating medium'?

Accepted Answer

A) Attract the attention of target segments 
B) Make the servicescape stand out from competing establishments 
C) Use sounds, scents, and more to heighten consumers' appetite for services 
D) Use symbolic cues to communicate the distinctive nature of the service experience 
E) Employ colours, textures, etc.to enhance the service experience 
A) Attract the attention of target segments 
B) Make the servicescape stand out from competing establishments 
C) Use sounds, scents, and more to heighten consumers' appetite for services 
D) Use symbolic cues to communicate the distinctive nature of the service experience 
E) Employ colours, textures, etc.to enhance the service experience

Question 8

Alain d'Astous explored ambient conditions which irritated shoppers.Which of the following are ambient conditions that created a problem?

Accepted Answer

A) Store is not clean 
B) Too hot 
C) Music too loud 
D) Bad smell 
E) All of the above 
A) Store is not clean 
B) Too hot 
C) Music too loud 
D) Bad smell 
E) All of the above

Question 9

Which of the following is an example that illustrates customers' internal responses shaping their behaviour in a servicescape?

Accepted Answer

A) Visitors to a theme park feel happy and excited, so they stay longer 
B) Visitors to a theme park notice that it is hot, so they feel uncomfortable 
C) Shoppers in a store do not understand the layout, so they feel confused 
D) Employees in a store hate the music, so they feel irritable 
E) Employees in a store feel irritable, so they deliver poor service 
A) Visitors to a theme park feel happy and excited, so they stay longer 
B) Visitors to a theme park notice that it is hot, so they feel uncomfortable 
C) Shoppers in a store do not understand the layout, so they feel confused 
D) Employees in a store hate the music, so they feel irritable 
E) Employees in a store feel irritable, so they deliver poor service

Question 10

Blueprinting can be useful in some instances but it is NOT an applicable tool to use when designing a servicescape because it:

Accepted Answer

A) only documents failed experiences 
B) places too much emphasis on successful experiences 
C) is too concerned with staff rather than customers 
D) is too time-consuming 
E) none of the above 
A) only documents failed experiences 
B) places too much emphasis on successful experiences 
C) is too concerned with staff rather than customers 
D) is too time-consuming 
E) none of the above

Question 11

Which of the following are signs which can be used as labels and act as implicit or explicit signals for communication?

Accepted Answer

A) Names of department 
B) Names of counter 
C) Exit signs 
D) Signs to toilets 
E) All of the above 
A) Names of department 
B) Names of counter 
C) Exit signs 
D) Signs to toilets 
E) All of the above

Question 12

_______ surroundings help to shape appropriate _______ and reactions in customers and _____.

Accepted Answer

A) Comfortable; feelings; employees 
B) Physical; feelings; employees 
C) Physical; messages; employees 
D) Physical; feelings; shoppers 
E) Physical; visions; employees 
A) Comfortable; feelings; employees 
B) Physical; feelings; employees 
C) Physical; messages; employees 
D) Physical; feelings; shoppers 
E) Physical; visions; employees

Question 13

Which of the following is NOT a tool that can be used to determine which aspects of the service design irritates customers?

Accepted Answer

A) Keen observations 
B) Feedback and ideas from frontline staff 
C) Sales records 
D) Field experiments 
E) Photo audit 
A) Keen observations 
B) Feedback and ideas from frontline staff 
C) Sales records 
D) Field experiments 
E) Photo audit

Question 14

People are generally drawn toward warm colours.Into which of the dimensions do the warm shades fit?

Accepted Answer

A) Hues 
B) Chroma 
C) Depth 
D) a and c 
E) All of the above 
A) Hues 
B) Chroma 
C) Depth 
D) a and c 
E) All of the above

Question 15

The servicescape is important because physical surroundings affect both customers and employees.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is NOT included in the effect of ambient conditions in the servicescape?

Accepted Answer

A) Design elements 
B) Music 
C) Scent 
D) Colour 
E) None of the above 
A) Design elements 
B) Music 
C) Scent 
D) Colour 
E) None of the above

Question 17

The understanding of consumer responses to service environments is based on intuitive responses rather than research.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is NOT one of the main dimensions identified in the servicescape model?

Accepted Answer

A) Ambient conditions 
B) Signs 
C) Symbols 
D) Artefacts 
E) None of the above 
A) Ambient conditions 
B) Signs 
C) Symbols 
D) Artefacts 
E) None of the above

Question 19

Many servicescape designers execute designs which are visually spectacular but not always as practical as they could be.Using a holistic approach what criteria do you consider to be the most important?

Accepted Answer

When considering the most important crit

Question 20

Why does Bitner's servicescape model take into account employee responses?

Accepted Answer

A) Bitner incorrectly assumed that employees are affected by their environment 
B) An environment can enhance employees' productivity and service quality 
C) An environment affects employee responses but not customer responses 
D) Customers will be satisfied only if employees are enjoying themselves 
E) Frontline employees are responsible for designing the servicescape 
A) Bitner incorrectly assumed that employees are affected by their environment 
B) An environment can enhance employees' productivity and service quality 
C) An environment affects employee responses but not customer responses 
D) Customers will be satisfied only if employees are enjoying themselves 
E) Frontline employees are responsible for designing the servicescape

The servicescape, as a message-creating medium, uses which of the following cues to communicate with its intended audience?

Olefaction researcher Alan Hirsch (1997) claims that at some time in the future, it will be possible to use scents to:

The two dimensions of Russell's Model of Affect are and .

When designing a new servicescape, particularly at a high-end venue, the designer's emphasis should be on:

If you are using music to discourage patrons that are undesirable, one of the most important points is that:

Which of the following could be accurately described as being an impact of the presence of scent in a shopping environment?

What does it mean to 'use the service environment as a message-creating medium'?

Alain d'Astous explored ambient conditions which irritated shoppers.Which of the following are ambient conditions that created a problem?

Which of the following is an example that illustrates customers' internal responses shaping their behaviour in a servicescape?

Blueprinting can be useful in some instances but it is NOT an applicable tool to use when designing a servicescape because it:

Which of the following are signs which can be used as labels and act as implicit or explicit signals for communication?

___ surroundings help to shape appropriate _ and reactions in customers and ___.

Which of the following is NOT a tool that can be used to determine which aspects of the service design irritates customers?

People are generally drawn toward warm colours.Into which of the dimensions do the warm shades fit?

The servicescape is important because physical surroundings affect both customers and employees.

Which of the following is NOT included in the effect of ambient conditions in the servicescape?

The understanding of consumer responses to service environments is based on intuitive responses rather than research.

Which of the following is NOT one of the main dimensions identified in the servicescape model?

Many servicescape designers execute designs which are visually spectacular but not always as practical as they could be.Using a holistic approach what criteria do you consider to be the most important?

Why does Bitner's servicescape model take into account employee responses?

Marketing in the service economy

Customer behaviour, culture and service encounters

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

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

Exam 10: Crafting the service environment

The servicescape, as a message-creating medium, uses which of the following cues to communicate with its intended audience?

Olefaction researcher Alan Hirsch (1997) claims that at some time in the future, it will be possible to use scents to:

The two dimensions of Russell's Model of Affect are ____________ and ____________.

When designing a new servicescape, particularly at a high-end venue, the designer's emphasis should be on:

If you are using music to discourage patrons that are undesirable, one of the most important points is that:

Which of the following could be accurately described as being an impact of the presence of scent in a shopping environment?

What does it mean to 'use the service environment as a message-creating medium'?

Alain d'Astous explored ambient conditions which irritated shoppers.Which of the following are ambient conditions that created a problem?

Which of the following is an example that illustrates customers' internal responses shaping their behaviour in a servicescape?

Blueprinting can be useful in some instances but it is NOT an applicable tool to use when designing a servicescape because it:

Which of the following are signs which can be used as labels and act as implicit or explicit signals for communication?

_______ surroundings help to shape appropriate _______ and reactions in customers and _____.

Which of the following is NOT a tool that can be used to determine which aspects of the service design irritates customers?

People are generally drawn toward warm colours.Into which of the dimensions do the warm shades fit?

The servicescape is important because physical surroundings affect both customers and employees.

Which of the following is NOT included in the effect of ambient conditions in the servicescape?

The understanding of consumer responses to service environments is based on intuitive responses rather than research.

Which of the following is NOT one of the main dimensions identified in the servicescape model?

Many servicescape designers execute designs which are visually spectacular but not always as practical as they could be.Using a holistic approach what criteria do you consider to be the most important?

Why does Bitner's servicescape model take into account employee responses?

Marketing in the service economy

Customer behaviour, culture and service encounters

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

Managing the customer service function

Customer satisfaction and service quality

Managing relationships and building loyalty

Handling customer complaints and managing service recovery

Filters

The two dimensions of Russell's Model of Affect are and .

___ surroundings help to shape appropriate _ and reactions in customers and ___.