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Exam 2: Customer Behavior in a Services Context

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Question 1

True/False

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

A) True
B) False

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False

Question 2

Multiple Choice

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Consumer preferences for involvement in the service process may reflect which of the following factors?

A) Variability in price structures.
B) Willingness to travel to a service facility.
C) Desire to be served by employee's face-to-face.
D) A and C only.
E) B and C only.

F) C) and E)
G) A) and B)

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Question 3

Essay

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

Give an example of a restaurant's credence attribute.

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

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

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

Define "high-contact service."

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

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

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

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

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

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

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

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.

High-contact encounters between customers and service organizations differ sharply from low-contact encounters.

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

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