Customer Behavior In A Services Context

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Questions Bank

Introduction to Services Marketing
Customer Behavior in a Services Context
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

All Questions

Question 1

Free

Multiple Choice

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

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pre-awareness stage, pre-purchase, purchase stage

pre-purchase stage, awareness stage, post-purchase stage

service encounter stage, pre-purchase stage, post-purchase stage

pre-purchase stage, awareness stage, purchase stage

pre-purchase stage, service encounter stage, post-purchase stage

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Question 2

Free

Multiple Choice

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

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servuction system

evoked set

perceived risk

zone of tolerance

credence attributes

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Question 3

Free

Multiple Choice

The pre-purchase stage begins with ____________ .

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perceived risk

formation of expectations

moments of truth

evoked set

need arousal

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Question 4

Free

Multiple Choice

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

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search attributes

experience attributes

credence attributes

satisfaction attributes

capital attributes

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Question 5

Free

Multiple Choice

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

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search attributes

experience attributes

credence attributes

satisfaction attributes

capital attributes

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Question 6

Multiple Choice

The service encounter stage involves ____________ .

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Moments of truth

Zone of tolerance

Price decisions

trade-offs

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Question 7

Multiple Choice

Services with high levels of contact include

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nursing home, airline travel, movie theater

telephone banking, haircut, insurance

four-star hotel, car repair, cable tv

nursing homes, airline travel, four-star hotels

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Question 8

Multiple Choice

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

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Kitchen sends wrong order

Flowers are delivered to a different address

Refund is refused

All of the above

Only a & b

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Question 9

Multiple Choice

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

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positions

roles

scripts

service facilities

personnel

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Question 10

Multiple Choice

The five broad dimensions of service quality are ___________ .

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tangibles, reliability, responsiveness, satisfaction, empathy

intangibles, reliability, responsiveness, assurance, empathy

tangibles, reliability, responsiveness, assurance, empathy

tangibles, attributes, responsiveness, assurance, empathy

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Question 11

True/False

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

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True

False

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Question 12

True/False

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

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True

False

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Question 13

True/False

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

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True

False

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Question 14

True/False

Expectation elements include desired, adequate and predicted service levels.

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True

False

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Question 15

True/False

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

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True

False

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Question 16

True/False

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.

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True

False

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Question 17

True/False

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

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True

False

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Question 18

True/False

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.

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True

False

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Question 19

True/False

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

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True

False

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Question 20

True/False

SERVQUAL is an instrument to measure customer loyalty.

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True

False

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Customer Behavior In A Services Context

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

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

The pre-purchase stage begins with ____________ .

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

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

The service encounter stage involves ____________ .

Services with high levels of contact include

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

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

The five broad dimensions of service quality are ___________ .

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

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.

Expectation elements include desired, adequate and predicted service levels.

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

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.

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

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.

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

SERVQUAL is an instrument to measure customer loyalty.

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