Exam 2: Consumer Behavior in a Services Context

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Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities, like employee dress and furnishings.

(True/False)

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Question 21

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

(True/False)

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Question 22

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

(Multiple Choice)

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Question 23

A dental hygienist confirming needs and setting appointment dates with patients is part of the service script for teeth cleaning.

(True/False)

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Question 24

The service operations system does not include ____________.

(Multiple Choice)

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Question 25

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 ____________.

(Multiple Choice)

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Question 26

A service encounter is a period of time during which you, as a customer, interact with a service provider.

(True/False)

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Question 27

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

(Multiple Choice)

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Question 28

Give an example of a prepurchase risk-reduction strategy.

(Essay)

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Question 29

The prepurchase stage begins with ____________.

(Multiple Choice)

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Question 30

What is the service delivery system?

(Essay)

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Question 31

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

(Multiple Choice)

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Question 32

Service personnel may play roles that are very different from their own personalities.

(True/False)

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Question 33

Describe how a firm like AOL can reduce customer perceptions of risk?

(Essay)

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Question 34

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

(Essay)

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Question 35

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

(True/False)

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Question 36

During the post-purchase stage, consumers may make satisfaction judgments that ___________ their experience.

(Multiple Choice)

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Question 37

McAfee uses free trial to create more search attributes to assist prospective customers.

(True/False)

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Question 38

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

(True/False)

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Question 39

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

(Essay)

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Question 40

Showing 21 - 40 of 45

Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firm's abilities, like employee dress and furnishings.

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

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

A dental hygienist confirming needs and setting appointment dates with patients is part of the service script for teeth cleaning.

The service operations system does not include ____________.

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 ____________.

A service encounter is a period of time during which you, as a customer, interact with a service provider.

Tangible characteristics that customers can evaluate prior to purchase are termed ____________.

Give an example of a prepurchase risk-reduction strategy.

The prepurchase stage begins with ____________.

What is the service delivery system?

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

Service personnel may play roles that are very different from their own personalities.

Describe how a firm like AOL 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.

During the post-purchase stage, consumers may make satisfaction judgments that ___________ their experience.

McAfee uses free trial to create more search attributes to assist prospective customers.

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

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

Introduction to Services Marketing

Positioning Services in Competitive Markets

Developing the Service Concept: Core and Supplementary Elements

Distributing Service Through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Developing 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

Organizing for Change Management and Service Leadership

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