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1、Chapter 2: Customer Behavior in the Services ContextQUESTION BANKA. Alultiple Choice OuestionsGENERAL CONTENT1. The three stages in the consumer decision making process are , , and.a. pre-awareness stage, pre-purchase, purchase stageb. pre-purchase stage, awareness stage, post-purchase stagec. servi
2、ce encounter stage, pre-purchase stage, post-purchase staged. pre-purchase stage, service encounter stage, post-purchase stage2. The key concepts in the pre-purchase stage include all of the following, excepta. servuction systemb. evoked setc. zone of toleranced. credence attributes3. The pre-purcha
3、se stage begins with.a. perceived riskb. moments of truthc. evoked setd. need arousal4. Tangible characteristics that customers can evaluate prior to purchase arc termeda. search attributesb. experience altributesc. credence attributesd. capital attributes5. Characteristics that customers find hard
4、to evaluate even after consumption are termed.a. search attributesb. experience attributesc. credence attributesd. satisfaction attributes6. Which of the following is NOT a type of perceived risk in purchasing and using services?a. Functionalb. Permanentc. Financiald. Social The consumer will not kn
5、ow how much he/she will enjoy the food, the service, and the atmosphere until the actual experience Credence attributes are those that customers find impossible to evaluate confidently even after purchase and consumption- E.g., hygiene conditions of the kitchen, and the healthiness of the cooking in
6、gredients5. The thrcc-stagc model of service consumption begins with the prc-purchasc stage where consumers become aware of a need. This stage also includes information search, where needs are clarified, possibly, through surfing the website and making phone calls. In the case of an investing servic
7、e, this might involve reading the website information for various websites like eTrades or Schwab. Evaluating alternatives is also part of this stage. In the investment scenario, this might involve more website analysis, phone calls and e- mail with account representatives. The second stage is the s
8、ervice encounter stage. Here, service is requested from the supplier, in this case via e-mail or website transaction. The final stage is the post-encounter stage. Here, the investor determines how well the firm perlonned over a period of time and makes a determination about future transactions with
9、the firm.6. AOL can create more search attributes by offering free trials. The Internet provider offers potential customers free service for a limited time. This allows consumers to utilize the service without cost with the hope that consumers will be hooked to the service by the end of the free tri
10、al period.7. Advertising helps customers visualize service benefits. The only tangible thing a credit card consumer receives is a plastic card. The advertisements, therefore, lend to highlight intangible aspects of this card. Advertisements may show exciting products and vacations that can be bought
11、 with the card. Supplementary services like low interest rates or fees are also advertised.7. 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 serve
12、d by employees face-to-face.d. (b) and (c) only.8. The service operations system does not include.a. physical facilitiesb. equipmentc. other customerse. personnel9. In the theater metaphor, the elements include all of the following, but. a. positions b. rolesc. scriptsd. personnel10. During the post
13、-purchase stage, consumers may make satisfaction judgments that their experience.a. negatively confirm, positively confirm, di scon firmb. positively disconfirm, confirm, negatively discon firmc. disconfirm, positively confirm, negatively disconfirmd. negatively disconfirm, positively disconfirm, po
14、sitively confirmAPPLICATION CONTENT11. 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. how they evaluate competitorsb. how they evaluat
15、e the experiencec. how often they utilize competitorsd. the length of their relationship with the service firm12. An example of a service high in credence attribute is.a. extreme sportsb. vacationc. spad. surgery13. Hotels may organize food tasting to.a. generate goodwillb. have free trialsc. advert
16、ise their servicesd. act as a service guarantee14. For customers of credit card companies, which of the following statements are true?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 h
17、igh-contact with the service personnel.d. Only (a) and (b).15. Dental customers to avoid delays and ensure effective use of dentalprofessionals, time.a. sit quietly in the waiting roomb. commit positive word-of-mouthc. confirm and honor appointmentsd. provide accurate historiesB. True/Felse Oucstion
18、s (T/F)GENERAL CONTENT1. The evoked set can be derived from past experience or competing firms.2. Credence attributes are the characteristics that can only be assessed after customers have gone through the service.3. Everything else being equal, when customers are risk-averse, they will choose the s
19、ervice with the lowest risk perception.4. Evidence management is a somewhat disorganized approach to presenting customers with coherent evidence of a firms abilities, like employees dress and furnishings.5. Customers that have no relevant prior experience with a firm may base pre-purchase expectatio
20、ns on word-of-mouth comments, media stories, or the firms own marketing efforts.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.7. A service encounter is a period of tim
21、e during which you, as a customer, interact with a service provider.8. High-contact encounters between customers and service organizations differ sharply from low-contact encounters.9. Experience shows that successful personal relationships built on trust cannot be created and maintained simply thro
22、ugh telephone and e-mail contact.10. Service personnel may play roles that are very different from their own personalities.APPLICATION CONTENT11. For B2B services, trade shows can be a way of creating a need and engaging customers, interest.12. McAfee uses free trial to create more search attributes
23、 to assist prospective customers.13. Airlines are considered a low-contact service when compared to auto repair.14. Thoughtful banks place a telephone beside their ATMs so that customers can call a real person if needed.15. A dental hygienist confirming needs and setting appointment dates with patie
24、nts is part of the service script for teeth cleaning.C. Short Answer QuestionsGENERAL CONTENT1. Which three principal stages can service consumption be divided into?2. What is Zone of Tolerance?3. Define “high-contact service.”4. What are the two aspects of Servuction System?5. What is the service d
25、elivery system?APPLICATION CONTENT6. How many needs can be triggered in the pre-purchase stage?7. Give an example of a pre-purchase risk-reduction strategy.8. Give an example of a social risk involved in using a service.9. Give an example of a services search attribute.10. Give an example of a resta
26、urants credence attribute.11. What types of risks might be inherent in making an online textbook purchase?12. What type of risk reduction strategy would you suggest a golf course employee to reduce customer fears about rain cancellations?D. Essay QuestionsGENERAL CONTENT1. Describe what is meant by
27、adequate service, predicted service, and zone of tolerance.2. Describe the servuction system for a high-contact service like an upscale restaurant.3. Discuss the Expcctancy-Disconfirmation model of SatisfactionAPPLICATION CONTENT4. Give examples for search, experience and credence attributes.5. Desc
28、ribe how the three-stage model of service consumption could explain consumer behavior in a low-contact service like investing.6. Describe how a firm like AOL can reduce customer perceptions of risk?7. How can advertising help in the reduction of customer risk perceptions of a service firm like Visa
29、credit cards?ANSWER KEYA. MULTIPLE CHOICE QUESTIONSGENERAL CONTENT:1-d, 2-a, 3-d, 4-a, 5-c, 6-b, 7-d, 8-c, 9-a, 10-bAPPLICATION CONTENT:11-b, 12-d, 13-b, 14-d, 15-cB. TRUE/FALSEGENERAL CONCEPT:1-F, 2-F, 3-T, 4-F, 5-T, 6-F, 7-T, 8-T, 9-F, 10-TAPPLICATION CONTENT:11-T, 12-T, 13-F, 14-T, 15-FC. SHORT A
30、NSWER QUESTIONSGENERAL CONTENT:1. Pre-purchase, service encounter, and post-purchase.2. Acceptable range of variations in service delivery.3. A high-contact service entails interaction throughout the service delivery process between customers and the organization.4. Technical Core and Service Delive
31、ry System.5. The visible part of service operations system as well as the customer and other customers make up the service delivery system.6.Peoples unconscious mindPhysical conditionsExternal sourcesAPPLICATION CONTENT:(dreams, egos needs, personal identity etc.)(hunger, thirst, pain etc.)(firms ad
32、vertising, third party websites etc.)7. Seeking information from respected personal sources (relying on a firm that has a good reputation, looking for guarantees and warranties, visiting facilities, asking knowledgeable employees, examining tangible cues, or using the website to compare offers).8. W
33、hat will my friends think of me if they learned I used this service?9. Restaurantrestaurant positioning (type of food, location, parking availability).10. Kitchen hygiene.11.Financial-extra fees charged for the book or failure to receive the book.Physicalbook shows up damaged.Temporalbook does not s
34、how up before class starts.Functionalbook does not help the student to get promoted to the next class.12. Provide rain checks that allow consumers to continue the play at a later date.D. ESSAY QUESTIONSGENERAL CONTENT:1. Adequate service is the minimum level of service a customer will accept without
35、 dissatisfaction. Predicted service is the level of service that the customer actually anticipates the firm will provide. The “zone of tolerance“ is the extent of variation in service customers are willing to accept. Adequate service falls at the bottom of the zone of tolerance, whereas, predicted s
36、ervice is likely to be placed in the middle of the zone of tolerance.2. The service operations system of a restaurant would consist of the kitchen and cooks as its technical core that would be backstage. The interior and exterior of the facility, visible equipment, and wait staff are also part of th
37、e service operations system, but are visible to the customer. Other customers would patronize the restaurant at the same time and might have an impact on customer perceptions. The visible facilities, backstage technical core, staff, and other customers comprise the service delivery system. Together,
38、 they make up the servuction system.3. In the post-cncountcr stage, customers evaluate the service performance they have experienced and compare it to their prior expectations from the service The Expectancy-Disconfirmation Model of Satisfaction. Satisfaction is a judgment following a series of consumer-product interactions.APPLICATION CONTENT:4. Search attributes help customers evaluate a product before purchase - E.g., type of food, location, type of restaurant, and price Experience attributes cannot be evaluated before purchase