Deck 11: Physical Evidence and the Servicescape

Question 1

All aspects of the organization's physical facility are collectively referred to as the:

A) Servicespan
B) Service encounter arena
C) Servicescape
D) Service encounter place
E) Service ground

Answer 1

C

Question 2

In terms of its servicescape complexity, The White Elephant, a restaurant that specializes in traditional Thai cooking is an example of a(n) _____ service environment.

A) Tangible
B) Lean
C) Flexible
D) Open
E) Elaborate

Answer 2

E

Question 3

The patient examination room in a doctor's office is a:

A) Servicespan
B) Service encounter arena
C) Servicescape
D) Service encounter place
E) Service ground

Answer 3

C

Question 4

Which of the following service providers faces the most complex servicescape decisions?

A) St Jude's Children's Hospital
B) Six Flags over Texas
C) Carolina Power, an electricity provider
D) Ann's Fabric Store
E) A touring theater company

Question 5

When you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels, register for its continuity programs and make reservations quickly. These elements of its web site are all examples of:

A) Service encounter arena
B) Technological intangibility
C) Responsiveness
D) Physical evidence
E) A technological service arena

Question 6

A regional chain of discount stores had narrow aisles that were often blocked by partially unpacked boxes. Even though the chain provided shopping carts, it was impossible to maneuver one in the store unless you were willing to park it at the end of each aisle and carry selections back to it. In this example, the servicescape played a role as a negative:

A) Boundary spanner
B) Socializer
C) Facilitator
D) Defender
E) Package

Question 7

A dance studio is a(n) _____ environment.

A) Self-service
B) Vertical service
C) Remote service
D) Flexible service
E) Interpersonal services

Question 8

Which of the following is an element of the servicescape for the Fred Astaire Dance Studio?

A) Its parquet dance floor
B) Its ad in the Atlanta Journal-Constitution
C) How experienced its dance instructors are
D) Business cards handed out by instructors
E) A brochure describing its dance lessons and its various payment plans

Question 9

In a(n) _____ environment, the service facility can be designed to keep its employees motivated and to facilitate productivity, teamwork and operational efficiency without any consideration of customers.

A) Self-service
B) Vertical service
C) Remote service
D) Saleable service
E) Interpersonal services

Question 10

In a(n) _____ environment, the servicescape must be planned to attract, satisfy and facilitate the activities of both customers and employees simultaneously.

A) Saleable service
B) Self-service
C) Customized services
D) Interpersonal services
E) Remote service

Question 11

The receptionist at Dr. Smith's office is shut off from the waiting area by a glass partition. She opens a small door to communicate with patients. At times, it is difficult to get her attention. In this example, the servicescape plays a role as a negative.

A) Package
B) Facilitator
C) Differentiator
D) Boundary spanner
E) Socializer

Question 12

A convenience store is a(n) _____ environment.

A) Self-service
B) Vertical service
C) Remote service
D) Flexible service
E) Interpersonal services

Question 13

All of the following are elements of a hotel's servicescape EXCEPT:

A) Business center for checking e-mail and sending faxes
B) Lobby
C) Convention facilities
D) Swimming pool
E) Housekeeping staff

Question 14

Within the servicescape, the clearly displayed ENTRANCE and EXIT signs at a Jiffy-Lube 10-minute oil and lubrication service act as a:

A) Package
B) Facilitator
C) Differentiator
D) Boundary spanner
E) Socializer

Question 15

Which of the following is an example of a remote service environment?

A) Scarlett O'Haira hair salon
B) First National Bank of Polk County
C) The Home Depot
D) Pizza Hut restaurant
E) Carolina Power, an electricity provider

Question 16

Coinstar is a self-service coin-counter found in many supermarkets. You pour your coins in and the machine counts the coins and gives you bills for an 8.9 percent fee. In terms of servicescape complexity, a Coinstar machine is a(n) _____ service environment.

A) Tangible
B) Lean
C) Flexible
D) Open
E) Elaborate

Question 17

The servicescape plays all of the following roles EXCEPT:

A) Package
B) Boundary spanner
C) Differentiator
D) Facilitator
E) Socializer

Question 18

The restrooms at the Merritt Coliseum, a venue for Shania Twain, Seal and Chris Rock concerts, serve what servicescape role?

A) Package
B) Boundary spanner
C) Differentiator
D) Facilitator
E) Socializer

Question 19

When you visit the web site for Hyatt hotels, you can look at pictures of its newest hotels, register for its continuity programs and make reservations quickly. Because the site is inviting, attractive and fun to browse, customers perceive the Hyatt hotels to also be this way. By designing it this way, Hyatt has used:

A) Clue management
B) Customer-driven cues
C) Company-oriented tangibles
D) A visual enhancement strategy
E) A virtual enhancement strategy

Question 20

In terms of servicescape complexity, which of the following is a lean service environment?

A) ATM machine
B) Fred Astaire Dance Studio
C) Vanderbilt University Hospital
D) Microtel Inns & Suites
E) Delta Air Lines

Question 21

Another name for human factors design is _____, which could lead to the creation of airline passenger seats that provide adequate back support and leg room.

A) Bioengineering
B) Physiological tooling
C) Physical factors design
D) Holistic design
E) Ergonomics

Question 22

Addison White is an event planner who specializes in family reunions. He creates situations in which family members can visit, share memories and get to know each other more intimately. He may rent the family a large house in the mountains or schedule them for a picnic in a national forest. White relies on ______ behavior to make the reunions a success.

A) Social interaction
B) Cognitive
C) Avoidance
D) Ergonomic
E) Holistic

Question 23

At Chessmen, an upscale men's clothing store, classical music plays softly in the background, while the store's fragrance-a blend of oak, leather and fine tobacco wafts from carefully placed heat-sensitive pellets. The music and fragrance at the Chessmen correspond to the _____ in the stimulus-organism-response model.

A) Stimulus
B) Service motivator
C) Response
D) Referent
E) Organism

Question 24

Sunoco in Canada realizes the importance of physical evidence to determining the value of the service being provided. As a result, it has refurbished its restrooms and committed its station operators to maintaining hygienic restrooms. A clean-smelling restroom is an example of a positive:

A) Artifact
B) Functional form
C) Ambient condition
D) Spatial format
E) Service symbol

Question 25

If Maeve has to go on a business trip, she will not fly out of the airport in Atlanta, Georgia, because it is so large and has so many people who are in a hurry to get somewhere. Instead she chooses one of the smaller airports a couple of hours away. Maeve's reaction to the airport in Atlanta creates _____ behavior.

A) Social interaction
B) Elimination
C) Avoidance
D) Approach
E) Cognitive

Question 26

Which of the following acts as the stimulus in the stimulus-organism-response model?

A) Employees
B) The multidimensional service environment
C) Customer emotions
D) Customer
E) Customer purchase behavior

Question 27

Every time Beth takes her three-year-old daughter shopping, the child complains about unpleasant smells. A sharp olfactory sense would make _____ in retail situations extremely important to Beth and her daughter.

A) Natural environments
B) Functional forms
C) Ambient conditions
D) Spatial formats
E) Sensory symbols

Question 28

To reach business travelers (its largest market) Canadian Airline has installed gate-side business centers where tired business travelers can enjoy a hot shower or sit in massage chairs and listen to soothing music. These amenities are examples of which composite dimension of servicescapes?

A) Spatial layout
B) Signs
C) Artifacts
D) Ambient conditions
E) Functional forms

Question 29

The last time Dominique traveled on an airplane she took an antihistamine before her flight to keep her ears unclogged and prevent an earache. Dominique took an antihistamine to prevent a(n) ____ response to the airplane's environment.

A) Perceptual
B) Emotional
C) Cognitive
D) Tensional
E) Physiological

Question 30

Browsing in a retail store is a(n):

A) Internal response moderator
B) Individual behavior
C) Cognitive response
D) Servicescape dimension
E) Internal response

Question 31

Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?

A) A bakery shop
B) An air-conditioned hotel on a hot July day
C) An open five-story parking garage
D) Bookstore with an in-store coffee cart
E) A movie theater

Question 32

The Hilton Hawaiian Village offers its guests mattresses that adjust to body contours and weight. The bed designed with air baffles and wooden slats is good for people with bad backs and those with varicose veins. These mattresses use _____ to create positive responses to the hotel's servicescape.

A) Bioengineering
B) Physiological tooling
C) Physical factors design
D) Holistic design
E) Ergonomics

Question 33

While most KFC restaurants look alike, there is one in Marietta, Georgia, that is in the base of a 56-foot tall chicken replica with rolling eyes and a moving beak. In this example, the servicescape is act as a:

A) Package
B) Facilitator
C) Differentiator
D) Boundary spanner
E) Socializer

Question 34

Spatial layout and functionality increase in importance when:

A) Service is provided in a self-service environment
B) Customers are under no time pressure
C) Service is provided in a remote environment
D) Photographic blueprints are used to assess the service process
E) Service is provided in an interpersonal services environment

Question 35

Many customers will not shop at traditional retail stores the day after Thanksgiving due to the crowds. This refusal to shop is an example of how the servicescape creates _____ behavior.

A) Interaction
B) Elimination
C) Avoidance
D) Approach
E) Cognitive

Question 36

The employees at Franklin Credit Union correspond to the _____ in the stimulus-organism-response model.

A) Organic motivator
B) Stimulus
C) Organism
D) Referent
E) Role players

Question 37

A hair salon designed to appeal to children does not use the standard salon furniture. Instead, children sit on carousel horses to get their haircuts. Large TV monitors strategically located throughout the salon show kid-targeted videos and cartoons are there to entertain the children. The child-friendly hair salon's servicescape services in what two capacities?

A) A package and as a facilitator
B) A facilitator and as a boundary spanner
C) A differentiator and as a facilitator
D) A boundary spanner and as a differentiator
E) A socializer and as a facilitator

Question 38

_____ conditions include background characteristics of the environment such as temperature and lighting.

A) Ergonomic
B) Holistic
C) Physiological
D) Ambient
E) Environmentally-driven

Question 39

To reach business travelers (its largest market) Canadian Airline has installed gate-side business centers where travelers can send last-minute faxes and e-mails. It has also installed continuous "power to the seat" for those who need to work on their laptops for the entire plane trip. These amenities are an example of:

A) Spatial input
B) Symbolic design
C) Ambient conditions
D) Targeted artifacts
E) Functionality

Question 40

Some retailers have feared that their customers will like the convenience of Internet shopping and quit shopping at their stores. To combat this, many mall retailers have tried to create a shopping experience that is entertaining because they believe that Internet retail sites are not designed to be fun. That's why you'll see fashion shows, magic acts, local singers and children's art exhibits at malls. The malls are encouraging _____ behavior.

A) Social interaction
B) Cognitive
C) Avoidance
D) Ergonomic
E) Holistic

Question 41

Signs, symbols and artifacts should not be expected to create first impressions or communicate service concepts.

Question 42

The only role performed by the servicescape is to attract or deter entry; it does not actually influence the degree of success consumers experience in executing their plans once inside.

Question 43

The musty smell of old papers at a used bookstore is an example of an ambient condition.

Question 44

The spatial layout and functionality are most important for interpersonal services environments.

Question 45

A hair salon is an example of an elaborate interpersonal service.

Question 46

An elaborate interpersonal service faces the most complex servicescape decisions.

Question 47

The cracked and buckled pavement of the parking lot outside the superstore illustrates how physical evidence can assume the role of package.

Question 48

The parking lot, the neon signs, the building exterior and the restrooms are all part of a servicescape for a nightclub.

Question 49

Two decades ago, travelers who were looking for a place to rest for the night looked for the large, multi-colored Holiday Inn signs. Eventually, the signs started looking dated and seemed to remind people of early times even though the motel chain knew travelers wanted to stay in modern rooms with all the latest amenities. Holiday Inn recognized the signs were sending the wrong message during which stage of the physical evidence strategy?

A) Map the physical evidence of the service
B) Assess and identify physical evidence opportunities
C) Clarify roles of the servicescape
D) Recognize the strategic impact of physical evidence
E) Update and modernize the physical evidence

Question 50

The McDonald's arches and the Toys 'R' Us mascot Geoffrey Giraffe are both examples of which composite dimension?

A) Ambient conditions
B) Functional forms
C) Spatial shapes
D) Signs, symbols and artifacts
E) Holistic icons

Question 51

Many people expected-checkered tablecloths and bottles of Chianti wine at Italian restaurants and fortune cookies at Chinese restaurants. These are both examples of which composite dimension?

A) Ambient conditions
B) Functional forms
C) Spatial shapes
D) Signs, symbols and artifacts
E) Holistic icons

Question 52

To make car maintenance service more tangible to consumers, Speedi-Lube has added a large diagram on one of the waiting room walls of its service centers that shows the underside of an automobile and identifies all of the lubrication points and exactly what work is being done to the car. As part of its physical evidence strategy, Speedi-Lube has:

A) Mapped the physical evidence of the service
B) Identified physical evidence opportunities
C) Clarified the roles of the servicescape
D) Recognized the strategic impact of physical evidence
E) Updated and modernized its ambient evidence

Question 53

The first step in developing an effective physical evidence strategy is to:

A) Map the physical evidence of the service
B) Assess and identify physical evidence opportunities
C) Clarify roles of the servicescape
D) Recognize the strategic impact of physical evidence
E) Update and modernize the physical evidence

Question 54

In its role as socializer, the servicescape should only be designed to aid in the socialization of customers.

Question 55

In a sense, the servicescape can be viewed as nonverbal communications.

Question 56

For a physical evidence strategy to be effective, it must:

A) Offer customization capabilities
B) Create departmental integration
C) Be linked clearly to the organization's overall goals and vision
D) Be blueprinted
E) Avoid creating negative ambient conditions

Question 57

Two decades ago, travelers who were looking for a place to rest for the night looked for the large, multi-colored Holiday Inn signs. Eventually, the signs started looking dated and seemed to remind people of early times even though the motel chain knew travelers wanted to stay in modern rooms with all the latest amenities. Because the signs were sending the wrong message, Holiday Inn used physical evidence strategy to create more modern signage. During which step of the physical evidence strategy would this change have occurred?

A) The blueprinting of the physical evidence of service
B) Updating and modernizing of ambient evidence
C) The creation of a cross-functional service artifact
D) The updating and modernizing of physical evidence
E) Mapped the service encounter points

Question 58

Wide aisles on an airplane let the servicescape act as a facilitator.

Question 59

Once an organization that is developing a physical evidence strategy has recognized the strategic impact of physical evidence, it must next:

A) Update and modernize this physical evidence
B) Clarify the tactical roles of the servicescape
C) Create a cross-functional work team
D) Blueprint the physical evidence of service
E) Map the service encounter points

Question 60

The work environment of a lawyer does not affect whether clients and/or colleagues view her as successful and trustworthy.

Question 61

What is a service's physical evidence?

Question 62

Human behavior is influenced by the physical setting in which it occurs. How does the servicescape influence the individual behavior of consumers and employees? Give examples.

Question 63

Environmental psychologists have researched people's emotional responses to physical settings. They have concluded that any environment will elicit emotions that can be captured by two basic dimensions. What are they?

Question 64

How would environmental psychologists describe the emotion elicited in a mother forced by her elementary-aged son to go to a haunted house with particularly gruesome sights and bloodcurdling screams?

Question 65

The servicescape can play many roles simultaneously. List them.

Question 66

Using the typology of service organizations based on variations in form and use of the servicescape, how would you categorize a paging service?

Question 67

The framework for understanding servicescape effects on behavior follows from basic stimulus-organism-response theory. Define a service's physical evidence in terms of this theory.

Question 68

To develop an effective physical evidence strategy, a service firm should use a cross-functional team approach.

Question 69

Why are spatial layout and functionality very important to customers in self-service environments?

Question 70

Physical evidence strategy begins with the recognition of the strategic importance of physical evidence in determining service quality expectations and perceptions and then moves to the identification of additional physical evidence that would do the job even better than what now exists.

Question 71

Name an elaborate self-service servicescape.

Question 72

Rusty Black owns and manages a video rental store. It is not part of a chain, so Black has had to experiment with ways to get customers into his store and make them want to browse when they get there. He is thinking of specializing in science fiction/monster movies. Explain how Black could use the servicescape in a variety of strategic roles to increase store traffic. Provide specific examples of how the servicescape can be used in four different strategic roles.

Question 73

Supermarkets know that most senior citizens shop on Wednesday, so the music that day is mostly big band sound from the 1940s. Which environmental dimension of the servicescape are the supermarkets using?

Question 74

Not all service providers use their servicescapes the same way. Discuss the various ways servicescapes are used and give an example of each.

Question 75

What is the first step in developing physical evidence strategy?

Question 76

Are the referee uniforms, the wide aisles, the racks and counters and the scoreboards all part of the servicescape at a Foot Locker store?