Question 1

Which of the following is NOT an important reason why the physical service environment is so important for service-based industries?

Accepted Answer

A) It plays an important role in shaping the service experience. 
B) It plays an important role in enhancing the service experience. 
C) It can undermine the service experience. 
D) It is an important part of the marketing mix. 
E) None of the above

Question 2

Using Russell's Model of Affect, a bank would most likely want its customers to feel:

Accepted Answer

A) confident 
B) excited 
C) aroused 
D) sleepy 
E) somnolent

Question 3

Travellers arriving from overseas gain their first impression of the country from the ambient conditions they perceive.How could your airport's international terminal use colour to give a concept of the country they have just arrived in?

Accepted Answer

The answer of Travellers arriving from overseas gain their first...

Question 4

Which of the following is one of the design elements that could be categorised under 'general interior'?

Accepted Answer

A) Themesetting 
B) Wall composition 
C) Colour of building 
D) Storefront 
E) Ensemble

Question 5

Although blueprinting is a useful tool, in most areas it cannot be extended to include the physical evidence in the environment.

Accepted Answer

A) True 
 B)False

Question 6

A move to symbolic rather than written signs is intended to create a visual language which can be understood by all languages and cultures.Select five of these signs and discuss how effective they are in terms of their message.

Accepted Answer

The answer of A move to symbolic rather than written...

Question 7

Responses to different conditions vary depending on the environment.In which of the following might a crowded environment be acceptable to the consumer?

Accepted Answer

A) Late night shopping at the supermarket 
B) Waiting for a taxi at a taxi rank 
C) A pop concert 
D) A Christmas shopping expedition 
E) c and d only

Question 8

In a US experiment, it was found that gamblers increased the spending by 45 per cent when the casino used a pleasant artificial smell.

Accepted Answer

A) True 
 B)False

Question 9

In your opinion, is the layout and ambience of the service provider's premises over-rated? Justify your answer in terms of recent research.

Accepted Answer

The answer of In your opinion, is the layout and...

Question 10

Consumers' moods and buying patterns are influenced by a great number of variables.In your opinion, which of the variables that have been discussed is most easily manipulated by organisations?

Accepted Answer

The answer of Consumers' moods and buying patterns are influenced...

Question 11

Photo audits and field experiments are methods which can be used to determine the:

Accepted Answer

A) aesthetics of the venue 
B) definition of the servicescape 
C) aspects of the servicescape that irritate customers 
D) specific preferences of consumers 
E) specifications of the servicescape

Question 12

Go to a major shopping centre and analyse their approach to the servicescape in terms of Russell's Model of Affect.

Accepted Answer

The answer of Go to a major shopping centre and...

Question 13

_____ have to be seen _____, which means no one dimension of the design can be optimised in _____ because everything depends on everything else.

Accepted Answer

A) Environment; holistically; isolation 
B) Layout; holistically; isolation 
C) Layout; specifically; isolation 
D) Servicescapes; holistically; isolation 
E) Environment; holistically; concept

Question 14

The Munsell (1996) system used in psychological research, defines three dimensions of colour which are:

Accepted Answer

A) shade, value and chroma 
B) hue, depth and chroma 
C) hue, value and chromatic 
D) hue, value and chroma 
E) hue, depth and chromatic

Question 15

Important inputs for designers of servicescapes include the use of feedback from frontline staff and a keen observation of customers' behaviour.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is an ambient dimension within the Mary Jo Bitner (1992) servicescape model?

Accepted Answer

A) Layout 
B) Signs 
C) Style of decor 
D) Music 
E) Furnishings

Question 17

Music, colour and scent are all able to influence the ambience of the service environment and affect consumer behaviours.

Accepted Answer

A) True 
 B)False

Question 18

The single most important factor when designing or redesigning servicescapes is:

Accepted Answer

A) functionality 
B) the consumer 
C) the staff 
D) the aesthetics 
E) the environment

Question 19

It is true to say that people are an important part of the service environment.Which of the following would be unlikely to promote a positive image?

Accepted Answer

A) Casual dress in a silver service restaurant 
B) Staff dressed informally in a silver service restaurant 
C) Noisy children in a silver service restaurant 
D) A noisy group of customers in a silver service restaurant 
E) All of the above

Question 20

Mary Jo Bitner's servicescape model is a quick and simple way to assess the service environment.

Accepted Answer

A) True 
 B)False

Exam 10: Crafting the service environment

Which of the following is NOT an important reason why the physical service environment is so important for service-based industries?

Using Russell's Model of Affect, a bank would most likely want its customers to feel:

Travellers arriving from overseas gain their first impression of the country from the ambient conditions they perceive.How could your airport's international terminal use colour to give a concept of the country they have just arrived in?

Which of the following is one of the design elements that could be categorised under 'general interior'?

Although blueprinting is a useful tool, in most areas it cannot be extended to include the physical evidence in the environment.

A move to symbolic rather than written signs is intended to create a visual language which can be understood by all languages and cultures.Select five of these signs and discuss how effective they are in terms of their message.

Responses to different conditions vary depending on the environment.In which of the following might a crowded environment be acceptable to the consumer?

In a US experiment, it was found that gamblers increased the spending by 45 per cent when the casino used a pleasant artificial smell.

In your opinion, is the layout and ambience of the service provider's premises over-rated? Justify your answer in terms of recent research.

Consumers' moods and buying patterns are influenced by a great number of variables.In your opinion, which of the variables that have been discussed is most easily manipulated by organisations?

Photo audits and field experiments are methods which can be used to determine the:

Go to a major shopping centre and analyse their approach to the servicescape in terms of Russell's Model of Affect.

___ have to be seen _, which means no one dimension of the design can be optimised in ___ because everything depends on everything else.

The Munsell (1996) system used in psychological research, defines three dimensions of colour which are:

Important inputs for designers of servicescapes include the use of feedback from frontline staff and a keen observation of customers' behaviour.

Which of the following is an ambient dimension within the Mary Jo Bitner (1992) servicescape model?

Music, colour and scent are all able to influence the ambience of the service environment and affect consumer behaviours.

The single most important factor when designing or redesigning servicescapes is:

It is true to say that people are an important part of the service environment.Which of the following would be unlikely to promote a positive image?

Mary Jo Bitner's servicescape model is a quick and simple way to assess the service environment.