Deck 5: Designing the Service Setting

Question 1

Any service organization can use its physical environment as a marketing tool.

Answer 1

True

Question 2

When there is considerable customer perceived risk with certain aspects of the service,it may serve an organization well to move some of its backstage activities and equipment to the frontstage.

Answer 2

True

Question 3

It is recommended that service organizations make their servicescape decisions after carefully researching their customer preferences.

Answer 3

True

Question 4

A customer may find the same service setting an approach environment in one circumstance and an avoidance environment in another.

Question 5

A servicescape can be used to accomplish all of the following marketing goals EXCEPT

A)communicating a new concept.
B)repositioning the service organization in the eyes of the target market.
C)attracting new market segments.
D)A servicescape can be used to accomplish all of these marketing goals.
E)A servicescape cannot be used to accomplish any of these marketing goals.

Question 6

Service organizations can design their settings to be all things to all people.

Question 7

A service setting that attracts one type of customer may repel another type of customer.

Question 8

All of the following conditions are important concerns when designing a service setting EXCEPT

A)the amount of time a customer spends in the service environment.
B)the efficiency and effectiveness associated with the service delivery process.
C)the extent to which the service can be differentiated from its competitors.
D)the ability of customers to understand the service process.
E)All of these conditions are important concerns when designing a service setting.

Question 9

Servicescape is another word for a service setting.

Question 10

The physical setting of the service environment becomes more significant when the customers spend less and less time in the service setting.

Question 11

A service setting can play an important role in influencing the reality of a service to the customer.

Question 12

When designing a servicescape,it is not necessary to consider the service setting as the service employee's home away from home.

Question 13

It is never a good idea for a service organization to move some of its backstage activities and equipment to the frontstage.

Question 14

Experimenting with the service setting allows managers to try out new setting features on a limited basis before embracing them.

Question 15

A servicescape has little impact on the service delivery process or customers' perceptions of the service.

Question 16

Which,if any,of the following terms represents locations where customers and employees can engage in service-related activities?

A)Service factory
B)Postalspace
C)Telespace
D)All of these represent types of service settings.
E)None of these represent types of service settings.

Question 17

When the service setting is complex,well placed,and carefully developed;signs or maps help reduce customer frustration.

Question 18

The importance of a servicescape increases as it is used to

A)help customers to observe and learn about the service process.
B)expedite the process of service delivery by understanding the role of service workers and equipment in the service delivery process.
C)attract and appeal to a specific type of audience.
D)A servicescape becomes increasingly important for each of the listed reasons.
E)None of these increases the importance of a servicescape.

Question 19

When designing a service setting,it is not necessary to create an environment that balances the wants of the customers with the needs of the service employees.

Question 20

Telespace is where services such as computer online services happen.

Question 21

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
The __________ area of a service is always on display to customers.

Question 22

Service marketers who use e-servicescapes need not be concerned about developing their web pages

A)to be functionally and aesthetically appealing.
B)in a way that does not enhance its navigability and reliability.
C)to make effective use of text and graphics.
D)All of these are concerns in the development of web pages.
E)None of these are concerns in the development of web pages.

Question 23

You and a business partner wanted to open a service organization.As you and your partner were planning the service setting,your partner wanted to create a servicescape that would be all things to all people.How would you respond to your partner? Explain your answer.

Question 24

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
_____________ are the tangible clues (colors,sounds,scents,or aromas)of the service setting that help determine a service's reality.

Question 25

Why is it important to manage the tangible evidence of a service?

Question 26

When is it a good idea to experiment with a service setting? Explain your answer.

Question 27

What is often the most important tangible aspect of a service offering?

A)The physical environment
B)The delivery of the service by service personnel
C)The service experience itself
D)All of these are equally important aspects of a service offering.
E)None of these are important aspects of a service offering.

Question 28

Why is it important to create a servicescape that balances the wants of a customer with the needs of the service employees?

Question 29

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
____________ environment is a setting that people find undesirable.

Question 30

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
_______________ includes all aspects of the physical environment in which the service provider and customer interact.

Question 31

What is a servicescape,and how does it impact service delivery?

Question 32

Recently,your company decided to open a new restaurant.You are asked for input into the design of the servicescape.Identify the key issues that should be addressed when designing the new restaurant's servicescape,and describe how each issue can impact the design of the servicescape.

Question 33

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
____________ setting is any web site on the Internet;it incorporates all of the principles and concepts that apply to managing the tangible evidence of the physical environment of any service business.

Question 34

To achieve marketing goals that rely on the service setting,organizations commonly focus their attention on

A)managing the tangible evidence.
B)frontstage versus backstage decisions.
C)experimenting with the service setting.
D)All of these activities are relied on when service organizations pursue marketing goals that depend on the service setting.
E)None of these activities is relied on when service organizations pursue marketing goals that depend on the service setting.

Question 35

Much of the planning,organizing,and implementing of a service's delivery occurs within the _________ area of the service.

A)frontstage
B)backstage
C)audience
D)Each service area is often used to plan,organize,and implement the service delivery.
E)None of the service areas is typically used to plan,organize,and implement the service delivery.

Question 36

During a recent meeting with top management,the service's physical environment was addressed.After addressing frontstage issues,the discussion turned to backstage issues.During the discussion of backstage issues,one manager was heard to mutter that such a discussion was a waste of time.How would you respond to this manager?

Question 37

Experimenting with a service setting is a good idea when

A)the benefits associated with the change in the servicescape exceed its costs.
B)a significant aspect of service delivery is moved from its frontstage location.
C)a significant aspect of service delivery is moved from its backstage location.
D)All of these represent appropriate situations for experimenting with a service.
E)None of these represents appropriate situations for experimenting with a service.

Question 38

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
____________ environment is a setting in which people want to spend time.

Question 39

COMPLETION QUESTIONS
Service Setting or Servicescape
Frontstage
Atmospherics
Backstage
E-servicescape
Avoidance
Approach
The _________ area of a service is concealed from the customer's view.

Question 40

Is it possible for a customer to consider the same servicescape an approach environment in one context and an avoidance environment in another? Explain your answer.

Question 41

You are responsible for designing a web Describe the issues that you should address when developing an effective web