Exam 2: Customer Behavior in a Services Context

In high-contact services, it is important to make the experience appealing for customers both in terms of physical environment and their interaction with service personnel.

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

SERVQUAL is an instrument to measure customer loyalty.

Back-stage or invisible process becomes important to customers in which of the following situations.

The key concepts in the pre-purchase stage include all the following except ____________.

Give an example of a pre-purchase risk-reduction strategy.

An example of a service high in credence attribute is _____________.

The three stages in the consumer decision making process are ____________, ____________, and ____________.

What is the service delivery system?

The five broad dimensions of service quality are ___________.

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

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

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 ____________.

Service consumption can be divided into what three principal stages?

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

Services with high levels of contact include

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

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

In the theater metaphor, the elements include all but the following ____________.

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