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1、 74 Chapter 10 Crafting the Service Environment GENERAL CONTENT Multiple Choice Questions 1.Service environments,also called _ relate to the style and appearance of the physical surroundings and other experiential elements encountered by customers at service delivery sites.a.service planes b.service
2、scapes c.service boxes d.servicetomies e.service vaults(b;Easy;p.254)2.The field of _ studies how people respond to specific environments.a.organizational behavior b.marketing c.environmental psychology d.strategic management e.financial management(c;Moderate;p.256)3.In environmental psychology the
3、typical outcome variable is _ or _ of an environment.a.service;repurchase b.control;reproach c.control;avoidance d.control;sensibility e.approach;avoidance(e;Moderate;p.257)4.The two dimensions of Russells model of affect are _ and _.a.centrality;dominance b.pleasure;arousal c.centrality;permanence
4、d.pleasure;regret e.fullness;looseness(b;Moderate;p.257)75 5.The _ complex a(n)_ process becomes,the more powerful is its potential impact on _.a.more;affective;cognition b.more;cognitive;affect c.less;cognitive;services d.less;affective;cognition e.less;cognitive;affect(b;Challenging;p.257)6.If a s
5、ervice environment is inherently _,one should avoid increasing _ levels,as this would move customers into the“distressed”region of Russells model.a.pleasant;arousal b.pleasant;excitement c.pleasant;relaxation d.unpleasant;arousal e.unpleasant;excitement(d;Moderate;p.258)7.Which of the following is N
6、OT one of the dimensions of the service environment?a.Exterior facilities b.General infrastructure c.Store layout d.Interior displays e.Location(e;Moderate;p.258)8.Which of the following is an ambient condition?a.Facility layout b.Displays c.Music d.Location e.Price(c;Easy;p.260)9.Of the following,w
7、hich is NOT an ambient condition that irritates shoppers according to Alain dAstous?a.Store is too small b.Store is not clean c.Too hot inside the store or the shopping center d.Music inside the store is too loud e.Bad smell in the store(a;Moderate;p.267)76 10.Of the following,which is NOT an enviro
8、nmental design condition that irritates shoppers according to Alain dAstous?a.Arrangement of store items is always the same.b.No mirror in the dressing room.c.Unable to find what one needs.d.Directions within the store are inadequate.e.Store is too small.(a;Moderate;p.268)True/False 11.Service consu
9、mers use service environment as an important quality proxy.(True;Easy;p.254)12.Servicescapes help to shape the desired feelings and reactions in customers and employees.(True;Easy;p.255)13.In practice,the large majority of service encounters are routine,involving a high level cognitive processing an
10、d little affect.(False;Moderate;p.257)14.Ambient conditions refer to those characteristics of the environment pertaining to our five senses.(True;Easy;p.260)15.Functionality refers to the floor plan,size and shape of furnishings,counters,and potential machinery and equipment,and the ways in which th
11、ey are arranged.(False;Easy;p.263)16.The use of orange is commonly associated with its ability to encourage verbal expression.(True;Moderate;p.263)17.Spatial layout refers to the ability of items to facilitate the performance of service transactions.(False;Moderate;p.263)18.Signs are frequently used
12、 to teach and reinforce behavioral rules in service settings.(True;Easy;p.264)19.The appearance of both service personnel and customers can reinforce or detract from the impression created by the service environment.(True;Moderate;p.265)77 20.Marketing communications attempt not to attract customers
13、 who will enhance the ambiance with their presence because of potential legal ramifications.(False;Moderate;p.366)Short Answer 21.What are the three important ways in which the service environment and its accompanying atmosphere impact buyer behavior?As a message-creating medium,an attention-creatin
14、g medium,and an affect-creating medium.(Moderate;p.254)22.What is the primary focus of the Mehrabian-Russell Stimulus-Response Model?It shows that feelings or affect are central to how we respond to environmental stimuli to which we are exposed.(Moderate;p.256)23.What are the three stages of the Meh
15、rabian-Russell Stimulus-Response Model?The three stages are environmental stimuli,affect,and response.(Moderate;p.256)24.List the four key things that signs can be used for in a servicescape.Labels,giving directions,communicating the service script,and behavioral rules.(Challenging;p.264)25.List the
16、 four tools that managers can use to guide their design of the service process.Careful observation,feedback and ideas from frontline staff and customers,field experiments,and blueprinting.(Moderate;p.268)Essay 26.Describe the challenge inherent in using signs,symbols,and artifacts in a servicescape
17、and discuss when this task is particularly important.The challenge for servicescape designers is to clearly guide customers through the process of service delivery and teach the service process in as intuitive a manner as possible.This task is particularly important where there are a high proportion
18、 of new 78 or infrequent customers and/or a high degree of self-service.Customers become disoriented and frustrated when they cannot derive clear signals from a servicescape.(Moderate;p.264)27.Describe what is meant by an holistic view of a service environment and provide examples.Designers must con
19、sider the total service experience when designing servicescapes.Consumer response is based on a reaction to the total service experience,not individual aspects of the service.For example,a beautifully stained hardwood floor is not perfect flooring if it does not match its surroundings.The service ma
20、y be attempting to generate a deliberately grungy look as in the case of some teen clothing stores and a high-class floor would look out of place.(Moderate;p.266)APPLICATION CONTENT Multiple Choice Questions 28.According to Adrian North,the key to driving unwanted people away is _.a.unfamiliarity b.
21、laws c.direct recourse d.indirect recourse e.segmentation(a;Easy;p.261)29.Which of the following fragrances would you use to boost energy levels and help make customers feel happy and rejuvenated?a.Lemon b.Black pepper c.Lavender d.Eucalyptus e.Rose(a;Moderate;p.262)30.Which of the following is the
22、best example of problems created by inappropriate color usage?a.Blue chairs in Canada b.Black bags in London c.Yellow cars in Switzerland d.Green buses in Israel e.Red buses in London(d;Moderate;p.263)79 31.The Hong Kong Tourism Board used _ to create harmony among elements and ensure that people fe
23、el good in the environment.a.scent b.color c.feng shui d.music e.spatial layout(c;Easy;p.264)32.The term _,used by Dennis Nickson and his colleagues,would most apply to sales associates at Victorias Secret or Cal vin Klein.a.restricted labor b.value-added labor c.functional labor d.aesthetic labor e
24、.synergistic labor(d;Challenging;p.265)True/False 33.Facing competition from numerous casinos in other locations,Las Vegas has been trying to reposition itself away from being an adult destination to a somewhat more wholesome family fun resort.(True;Easy;p.255)34.According to the Mehrabian-Russell S
25、timulus-Response Model,people avoid crowded environments because there of the number of people rather than being deterred by the unpleasant feeling of crowding,people being in the way,or lacking perceived control.(False;Easy;p.256)35.A spa environment should be designed with low arousal and high ple
26、asantness.(True;Challenging;p.257)36.Fast music environments have been shown to generate more revenue and get customers to spend longer amounts of time in an environment than slow music environments.(False;Moderate;p.261)37.Staff acting as Cinderella,or seven drawfs at Disney theme parks are part of
27、 the service environment.(True;Moderate;p.265)80 Short Answer 38.Describe how movie theaters in the United States are responding to falling attendance.Several upstart boutique chains have buildings with different theme and have lavishly decorated bars and restaurants and supervised playrooms for chi
28、ldren.(Moderate;p.255)39.Discuss how the United Kingdom uses music to discourage jaycustomers in the subway system.The strategy is to play classical music that is apparently painful to vandals and loiterers ears.(Moderate;p.261)40.Describe one of the two examples from the book that show a link betwe
29、en scent and increased spending.Gamblers put more quarters in slot machines when a Vegas casino was scented with a pleasant artificial smell.(People were willing to pay around$10 more for Nike sneakers when they tried them on in a floral scented room.)(Moderate,p.262)41.A community center that desig
30、ns classrooms in a U-shaped manner to facilitate bringing people together is considering which aspect of crafting the service environment?Spatial layout.(Easy;p.263)42.List the five guidelines for parking design described in the chapter.Provide friendly warnings,keep paint fresh,provide safety light
31、ing,provide maternity parking,and help customers remember where they parked their vehicle.(Moderate;p.265)Essay 43.Describe how Spains Guggenheim Museum in Bilbao designs its servicescape to attract visitors.The design of the building communicated several different kinds of messages to its audience.
32、It is shaped like a ship and blends in with the environment of the river.81 The museum is a mixture of regular forms built in stone and curved forms made of titanium,and huge glass walls for natural light to penetrate the museum.Because of the glass walls,visitors inside the museum can see the surro
33、unding hills.The titanium panels outside have been arranged to look like fish scales,in keeping with the image of being by the Nervion river.Outside the museum,a 43-foot-tall shaped structure of a“topiary terrier”(a breed of dog),made up of pots of fresh pansies(flowers)greets visitors.There is also
34、 a huge spider sculpture called Maman done by the Louise Bourgeoris,the twentieth-century leading sculptor,who was born in Paris but made her home in New York.Even the design of the galleries is meant to hint at what visitors can expect inside.The shapes of the galleries and the content of the galle
35、ries complement each other.(Challenging;p.256)44.Describe the design flaws of the Jordan Sheraton Hotel.The new Sheraton Hotel,located in Jordan,opened without clear signage that would guide guests from the ballrooms to the restrooms.Existing signs were etched in muted gold on dark marble pillars,li
36、kely causing them not to stand out.Unfortunately,more obvious signs might not have been deemed appropriate because of the focus on elegant dcor.There is certainly a tradeoff that was made in this case.(Moderate;p.267)45.Describe the design flaws of the new airport lounge in a major Asian city.At the new airport lounge,a series of connected glass panels hung from the ceiling,which luggage would regularly catch on,causing the panels to shake and disconnect.The designers did not consider the extent of foot traffic through the area when laying out the servicescape.(Moderate;p.267)