Question 1

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

Accepted Answer

A)  positions 
B)  roles 
C)  scripts 
D)  service facilities 
E)  personnel 
A)  positions 
B)  roles 
C)  scripts 
D)  service facilities 
E)  personnel A

Question 2

For B2B services, trade shows can be a way to create a need and engage customers' interest.

Accepted Answer

A) True 
 B)False  True

Question 3

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

A) True 
 B)False  False

Question 4

Give an example of a service's search attribute.

Accepted Answer

Restaurant-restauran

Question 5

XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.

Accepted Answer

A)  build trust with its clientele and generate a moment of truth. 
B)  demonstrate its size and fundamental strength in protecting companies from risk. 
C)  provide detailed information about its financial solubility. 
D)  provide a visual example of its prowess to enhance experiential attributes. 
E)  act as an advertisement that highlights important aspects of the company. 
A)  build trust with its clientele and generate a moment of truth. 
B)  demonstrate its size and fundamental strength in protecting companies from risk. 
C)  provide detailed information about its financial solubility. 
D)  provide a visual example of its prowess to enhance experiential attributes. 
E)  act as an advertisement that highlights important aspects of the company.

Question 6

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

Accepted Answer

What will my friends

Question 7

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

Accepted Answer

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 
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

Question 8

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

Accepted Answer

Advertising helps customers visualize se

Question 9

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

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

Multiple Choice QuestionsThe service ope

Question 12

Give an example of a restaurant's credence attribute.

Accepted Answer

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

Question 13

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

Accepted Answer

Adequate service is the minimum level of

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

For customers of credit card companies, which of the following statements are true?

Accepted Answer

A)  When they make calls to the call center, these are usually the few moments of truth. 
B)  There is very little of the theater performance. 
C)  They usually experience high-contact with the service personnel. 
D)  Only A and B. 
E)  All of the above. 
A)  When they make calls to the call center, these are usually the few moments of truth. 
B)  There is very little of the theater performance. 
C)  They usually experience high-contact with the service personnel. 
D)  Only A and B. 
E)  All of the above.

Question 17

Service consumption can be divided into what three principal stages?

Accepted Answer

Prepurchase, service

Question 18

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 19

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

Accepted Answer

A)  servuction system 
B)  evoked set 
C)  perceived risk 
D)  zone of tolerance 
E)  credence attributes 
A)  servuction system 
B)  evoked set 
C)  perceived risk 
D)  zone of tolerance 
E)  credence attributes

Question 20

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

A) True 
 B)False

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

For B2B services, trade shows can be a way to create a need and engage customers' interest.

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.

Give an example of a service's search attribute.

XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.

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

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

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

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

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

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

Give an example of a restaurant's credence attribute.

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

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

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

For customers of credit card companies, which of the following statements are true?

Service consumption can be divided into what three principal stages?

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

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

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.

Introduction to Services Marketing

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing and Managing Service Processes

Balancing Demand Against 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

Organizing for Change Management and Service Leadership

Filters

Exam 2: Consumer Behavior in a Services Context

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

For B2B services, trade shows can be a way to create a need and engage customers' interest.

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.

Give an example of a service's search attribute.

XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.

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

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

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

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

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

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

Give an example of a restaurant's credence attribute.

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

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

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

For customers of credit card companies, which of the following statements are true?

Service consumption can be divided into what three principal stages?

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

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

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.

Introduction to Services Marketing

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing and Managing Service Processes

Balancing Demand Against 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

Organizing for Change Management and Service Leadership

Filters

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