Question 1

Characteristics that customers find hard to evaluate even after consumption 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 C

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

Thoughtful banks place a telephone beside their ATMs so that customers can call a real person.

Accepted Answer

A) True 
 B)False

Question 5

Service personnel may play roles that are very different from their own personalities.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 8

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

Accepted Answer

Adequate service is the minimum level of

Question 9

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

Accepted Answer

What will my friends

Question 10

Give an example of a restaurant's credence attribute.

Accepted Answer

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

Question 11

Consumer preferences for involvement in the service process may reflect which of the following factors?

Accepted Answer

A) Variability in price structures. 
B) Willingness to travel to a service facility. 
C) Desire to be served by employee's face-to-face. 
D) A and C only. 
E) B and C only. 
A) Variability in price structures. 
B) Willingness to travel to a service facility. 
C) Desire to be served by employee's face-to-face. 
D) A and C only. 
E) B and C only.

Question 12

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 13

To develop effective marketing strategies,marketers must understand how people make decisions about buying and using service,what the experience of service delivery and consumption is like for customers,and ____________.

Accepted Answer

A) how they evaluate competitors 
B) how they evaluate the experience 
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) how they evaluate the experience 
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 14

Define "high-contact service."

Accepted Answer

A high contact service entails

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

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

Question 19

How many needs can be triggered in the pre-purchase stage?

Accepted Answer

People's u

Question 20

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Accepted Answer

A) sit quietly in the waiting room 
B) commit positive word-of-mouth 
C) confirm and honor appointments 
D) should get to know hygienists 
E) provide accurate histories 
A) sit quietly in the waiting room 
B) commit positive word-of-mouth 
C) confirm and honor appointments 
D) should get to know hygienists 
E) provide accurate histories

Characteristics that customers find hard to evaluate even after consumption are termed ____________.

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

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

Thoughtful banks place a telephone beside their ATMs so that customers can call a real person.

Service personnel may play roles that are very different from their own personalities.

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

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

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

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

Give an example of a restaurant's credence attribute.

Consumer preferences for involvement in the service process may reflect which of the following factors?

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

To develop effective marketing strategies,marketers must understand how people make decisions about buying and using service,what the experience of service delivery and consumption is like for customers,and ____________.

Define "high-contact service."

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

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

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

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.

How many needs can be triggered in the pre-purchase stage?

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Introduction to Services Marketing

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing 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 Service Leadership

Filters

Exam 2: Customer Behavior in a Services Context

Characteristics that customers find hard to evaluate even after consumption are termed ____________.

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

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

Thoughtful banks place a telephone beside their ATMs so that customers can call a real person.

Service personnel may play roles that are very different from their own personalities.

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

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

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

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

Give an example of a restaurant's credence attribute.

Consumer preferences for involvement in the service process may reflect which of the following factors?

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

To develop effective marketing strategies,marketers must understand how people make decisions about buying and using service,what the experience of service delivery and consumption is like for customers,and ____________.

Define "high-contact service."

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

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

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

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.

How many needs can be triggered in the pre-purchase stage?

Dental customers ____________ to avoid delays and ensure effective use of dental professionals' time.

Introduction to Services Marketing

Positioning Services in Competitive Markets

Developing Service Products: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing 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 Service Leadership

Filters