Question 1

The goal of relationship marketing is to gain additional customers.

Accepted Answer

A) True 
 B)False

Question 2

Describe how a firm like AOL can reduce customer perceptions of risk?

Accepted Answer

AOL can create more search attributes by

Question 3

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

Accepted Answer

What will my friends

Question 4

Service consumption can be divided into what three principal stages?

Accepted Answer

Prepurchase, service

Question 5

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

A) True 
 B)False

Question 6

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

Accepted Answer

A) search attributes 
B) experience attributes 
C) credence attributes 
D) satisfaction attributes 
E) capital attributes 
A) search attributes 
B) experience attributes 
C) credence attributes 
D) satisfaction attributes 
E) capital attributes

Question 7

_______________ confirmation is when the service provided was better than expected.

Accepted Answer

A) Negative 
B) Neutral 
C) Positive 
D) Potential 
E) Unexpected 
A) Negative 
B) Neutral 
C) Positive 
D) Potential 
E) Unexpected

Question 8

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 9

Which of the following is NOT a model for evaluating consumers' behavior during the service encounter experience?

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 10

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

Accepted Answer

Advertising helps customers visualize se

Question 11

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

Accepted Answer

High-contact service

Question 12

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

Accepted Answer

A) how they evaluate competitors 
B) what determines their satisfaction with it after consumption 
C) how often they utilize competitors 
D) how often they complain to the service firm 
E) the length of their relationship with the service firm 
A) how they evaluate competitors 
B) what determines their satisfaction with it after consumption 
C) how often they utilize competitors 
D) how often they complain to the service firm 
E) the length of their relationship with the service firm

Question 13

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

Accepted Answer

A) True 
 B)False

Question 14

The technical core typically is in the back-stage and is visible to the customer.

Accepted Answer

A) True 
 B)False

Question 15

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 16

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

Accepted Answer

Adequate service is the minimum level of

Question 17

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

Accepted Answer

A) True 
 B)False

Question 18

The prepurchase stage begins with ____________.

Accepted Answer

A) perceived risk 
B) formation of expectations 
C) moments of truth 
D) evoked set 
E) need arousal 
A) perceived risk 
B) formation of expectations 
C) moments of truth 
D) evoked set 
E) need arousal

Question 19

A service encounter is a period of time during which you, as a customer, interact with a service provider.

Accepted Answer

A) True 
 B)False

Question 20

Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities, like employee dress and furnishings.

Accepted Answer

A) True 
 B)False

The goal of relationship marketing is to gain additional customers.

Describe how a firm like AOL can reduce customer perceptions of risk?

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

Service consumption can be divided into what three principal stages?

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.

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

_______________ confirmation is when the service provided was better than expected.

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

Which of the following is NOT a model for evaluating consumers' behavior during the service encounter experience?

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

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

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

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

The technical core typically is in the back-stage and is visible to the customer.

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.

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

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

The prepurchase stage begins with ____________.

A service encounter is a period of time during which you, as a customer, interact with a service provider.

Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities, like employee dress and furnishings.

New Perspectives on Marketing in the Service Economy

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements C

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

The goal of relationship marketing is to gain additional customers.

Describe how a firm like AOL can reduce customer perceptions of risk?

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

Service consumption can be divided into what three principal stages?

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.

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

_______________ confirmation is when the service provided was better than expected.

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

Which of the following is NOT a model for evaluating consumers' behavior during the service encounter experience?

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

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

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

The zone of tolerance is the extent to which customers are willing to accept variation in service delivery.

The technical core typically is in the back-stage and is visible to the customer.

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.

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

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

The prepurchase stage begins with ____________.

A service encounter is a period of time during which you, as a customer, interact with a service provider.

Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities, like employee dress and furnishings.

New Perspectives on Marketing in the Service Economy

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements C

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