Question 1

Give an example of a service's search attribute.

Accepted Answer

Restaurant-restaurant positioning (type of food, location, parking availability).

Question 2

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 that allow consumers to continue play at a later date.

Question 3

Many caterers and Chinese restaurants use free trial to create more search attributes to assist prospective customers.

Accepted Answer

A) True 
 B)False  True

Question 4

How can a restaurant use SERVQUAL to measure its service quality?

Accepted Answer

In restaurants, service quality is impor

Question 5

Consumers will desire a particular level of service, but are willing to accept an adequate level of service and the gap between the two levels is called the zone of acceptance.

Accepted Answer

A) True 
 B)False

Question 6

If good service is predicted, the adequate level for that service will be lower.

Accepted Answer

A) True 
 B)False

Question 7

The pre-purchase 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 8

For customers of credit card companies, which of the following statements are true?

Accepted Answer

A) When they make calls to the call center, these are usually the few moments of truth. 
B) There is very little of the theater performance. 
C) They usually experience high-contact with the service personnel. 
D) Only A and B. 
E) All of the above. 
A) When they make calls to the call center, these are usually the few moments of truth. 
B) There is very little of the theater performance. 
C) They usually experience high-contact with the service personnel. 
D) Only A and B. 
E) All of the above.

Question 9

The backstage, or invisible components of the servuction system, are of little interest to customers.

Accepted Answer

A) True 
 B)False

Question 10

Explain how a firm like Zurich Insurance can reduce customer perceptions of risk.

Accepted Answer

Zurich Bank can display what the bank ca

Question 11

What types of risks might be inherent in making an online textbook purchase?

Accepted Answer

Financial-extra fees or failur

Question 12

Credence attributes are the characteristics that can only be assessed after customers have gone through the service.

Accepted Answer

A) True 
 B)False

Question 13

Everything else being equal, when customers are risk-averse, they will choose the service with the lowest risk perception.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

Adequate service is the minimum level of

Question 15

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.

Accepted Answer

The three-stage model of service consump

Question 16

The service encounter stage involves ____________.

Accepted Answer

A)  Moments of truth 
B)  Zone of tolerance 
C)  Price decisions 
D)  trade-offs 
A)  Moments of truth 
B)  Zone of tolerance 
C)  Price decisions 
D)  trade-offs

Question 17

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 18

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 19

Hotels may organize food tasting to ____________.

Accepted Answer

A) generate goodwill. 
B) have free trials. 
C) advertise their services. 
D) act as a service guarantee. 
E) make use of evidence management. 
A) generate goodwill. 
B) have free trials. 
C) advertise their services. 
D) act as a service guarantee. 
E) make use of evidence management.

Question 20

Give an example of a restaurant's credence attribute.

Accepted Answer

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

Give an example of a service's search attribute.

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

Many caterers and Chinese restaurants use free trial to create more search attributes to assist prospective customers.

How can a restaurant use SERVQUAL to measure its service quality?

Consumers will desire a particular level of service, but are willing to accept an adequate level of service and the gap between the two levels is called the zone of acceptance.

If good service is predicted, the adequate level for that service will be lower.

The pre-purchase stage begins with ____________.

For customers of credit card companies, which of the following statements are true?

The backstage, or invisible components of the servuction system, are of little interest to customers.

Explain how a firm like Zurich Insurance can reduce customer perceptions of risk.

What types of risks might be inherent in making an online textbook purchase?

Credence attributes are the characteristics that can only be assessed after customers have gone through the service.

Everything else being equal, when customers are risk-averse, they will choose the service with the lowest risk perception.

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

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.

The service encounter stage involves ____________.

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 ____________.

Hotels may organize food tasting to ____________.

Give an example of a restaurant's credence attribute.

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

Building a World-Class Service Organization

Filters

Exam 2: Customer Behavior in a Services Context

Give an example of a service's search attribute.

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

Many caterers and Chinese restaurants use free trial to create more search attributes to assist prospective customers.

How can a restaurant use SERVQUAL to measure its service quality?

Consumers will desire a particular level of service, but are willing to accept an adequate level of service and the gap between the two levels is called the zone of acceptance.

If good service is predicted, the adequate level for that service will be lower.

The pre-purchase stage begins with ____________.

For customers of credit card companies, which of the following statements are true?

The backstage, or invisible components of the servuction system, are of little interest to customers.

Explain how a firm like Zurich Insurance can reduce customer perceptions of risk.

What types of risks might be inherent in making an online textbook purchase?

Credence attributes are the characteristics that can only be assessed after customers have gone through the service.

Everything else being equal, when customers are risk-averse, they will choose the service with the lowest risk perception.

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

Describe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.

The service encounter stage involves ____________.

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 ____________.

Hotels may organize food tasting to ____________.

Give an example of a restaurant's credence attribute.

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

Building a World-Class Service Organization

Filters