Question 1

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

Accepted Answer

What will my friends...

Question 2

Service consumption can be divided into what three principal stages?

Accepted Answer

Prepurchase, service...

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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.F) C) and D)
G) B) and D)

Question 5

XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.

Accepted Answer

A)   build trust with its clientele and generate a moment of truth.
B)   demonstrate its size and fundamental strength in protecting companies from risk.
C)   provide detailed information about its financial solubility.
D)   provide a visual example of its prowess to enhance experiential attributes.
E)   act as an advertisement that highlights important aspects of the company.F) B) and C)
G) B) and D)

Question 6

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  False

Question 7

Experience shows that successful personal relationships, built on trust, cannot be created and maintained simply through telephone and e-mail contact.

Accepted Answer

A) True 
 B)False

Question 8

Give an example of a service's search attribute.

Accepted Answer

Restaurant-restauran...

Question 9

For B2B services, trade shows can be a way to create a need and engage customers' interest.

Accepted Answer

A) True 
 B)False  True

Question 10

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

Accepted Answer

Advertising helps customers visualize se...

Question 11

Give an example of a restaurant's credence attribute.

Accepted Answer

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

Question 12

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 ...

Question 13

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

Accepted Answer

A)   positions
B)   roles
C)   scripts
D)   service facilities
E)   personnelF) A) and D)
G) A) and C) A

Question 14

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments, news stories, or the firm's own marketing efforts.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   pre-awareness stage, pre-purchase, purchase stage
B)   pre-purchase stage, awareness stage, post-purchase stage
C)   service encounter stage, pre-purchase stage, post-purchase stage
D)   pre-purchase stage, awareness stage, purchase stage
E)   pre-purchase stage, service encounter stage, post-purchase stageF) A) and C)
G) B) and C)

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is NOT a type of perceived risk in purchasing and using services?

Accepted Answer

A)   Functional
B)   Permanent
C)   Financial
D)   Physical
E)   SocialF) C) and D)
G) B) and C)

Question 18

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

Accepted Answer

Adequate service is the minimum level of...

Question 19

Describe the servuction system for a high-contact service like an upscale restaurant.

Accepted Answer

Multiple Choice QuestionsThe service ope...

Question 20

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

Accepted Answer

A)   servuction system
B)   evoked set
C)   perceived risk
D)   zone of tolerance
E)   credence attributesF) A) and D)
G) A) and C)

Exam 2: Consumer Behavior in a Services Context

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

Correct AnswerverifiedWhat will my friends...View AnswerShow Answer

Service consumption can be divided into what three principal stages?

Correct AnswerverifiedPrepurchase, service...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedFalse

Experience shows that successful personal relationships, built on trust, cannot be created and maintained simply through telephone and e-mail contact.

Correct AnswerverifiedShow Answer

Give an example of a service's search attribute.

Correct AnswerverifiedRestaurant-restauran...View AnswerShow Answer

For B2B services, trade shows can be a way to create a need and engage customers' interest.

Correct AnswerverifiedTrue

How can advertising help reduce customer risk perceptions of a service firm like Visa credit cards?

Correct AnswerverifiedAdvertising helps customers visualize se...View AnswerShow Answer

Give an example of a restaurant's credence attribute.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedProvide rain checks ...View AnswerShow Answer

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

Correct AnswerverifiedA

Customers that have no relevant prior experience with a firm may base pre-purchase expectations on word-of-mouth comments, news stories, or the firm's own marketing efforts.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is NOT a type of perceived risk in purchasing and using services?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAdequate service is the minimum level of...View AnswerShow Answer

Describe the servuction system for a high-contact service like an upscale restaurant.

Correct AnswerverifiedMultiple Choice QuestionsThe service ope...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified
What will my friends...
View Answer

Correct Answer
verified
Prepurchase, service...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
False

Correct Answer
verified

Correct Answer
verified
Restaurant-restauran...
View Answer

Correct Answer
verified
True

Correct Answer
verified
Advertising helps customers visualize se...
View Answer

Correct Answer
verified

Correct Answer
verified
Provide rain checks ...
View Answer

Correct Answer
verified
A

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Adequate service is the minimum level of...
View Answer

Correct Answer
verified
Multiple Choice QuestionsThe service ope...
View Answer

Correct Answer
verified