Lorisse Bazley
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Customer behaviour, culture and service encounters

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Lorisse Bazley
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Services Marketing Chapter 2

Question 1 of 10

1

In a typical model of a decision making process, which of the following is NOT part of the service encounter stage?

Select one of the following:

  • Role and script theory

  • Understanding consumer needs and values

  • Control theory

  • Information search

  • Mood states

Explanation

Question 2 of 10

1

All of the following are good strategies for an organisation to reduce risk on behalf of its customers except:

Select one of the following:

  • spending money on the branding of the company

  • lowering the price of the service

  • managing the physical evidence of the company effectively

  • giving a guarantee or a warranty

  • giving out more information on the services offered

Explanation

Question 3 of 10

1

A customer going into their bank’s branch to cash an offshore cheque is an example of a __________ service, while using the bank’s ATM to withdraw cash is a(n) __________ service.

Select one of the following:

  • personal; automatic

  • low-contact; medium-contact

  • medium-contact; high-contact

  • high-contact; low-contact

Explanation

Question 4 of 10

1

When the pilot realises during a flight that the plane will arrive late at the scheduled destination, passengers are immediately notified of the length of the delay. This is an example of giving customers:

Select one of the following:

  • customer service

  • value for money

  • cognitive control

  • behavioural control

Explanation

Question 5 of 10

1

Smart firms manage customer’s ________ at each step in the ______ encounter so that customers expect what a firm can ______.

Select one of the following:

  • needs; service; deliver

  • expectations; service; organise

  • expectations; service; deliver

  • needs; initial; organise

  • expectations; initial; deliver

Explanation

Question 6 of 10

1

How do customers measure their satisfaction with a service’s credence attributes?

Select one of the following:

  • By measuring the outcome of the search and choice process

  • By comparing perceived performance with desired performance

  • By determining whether tangible cues contradict their expectations

  • By comparing perceived performance with their zone of tolerance

Explanation

Question 7 of 10

1

In a collectivist culture, the emphasis in relationship is NOT on:

Select one of the following:

  • consideration of the ingroup to which one belongs

  • consideration of the individual

  • interdependence

  • conformance

Explanation

Question 8 of 10

1

A consumer decides she needs a haircut, so she asks a friend to tell her about her experiences at a new hairdresser. This discussion would come under which stage of the three-stage consumption model ?

Select one of the following:

  • Experience validity stage

  • Post-encounter stage

  • Pre-purchase stage

  • Service experience stage

Explanation

Question 9 of 10

1

Several factors may enhance risks and uncertainty in the mind of a service purchaser. Which of the following is NOT likely to be one of them?

Select one of the following:

  • When the service is relatively new

  • When the customer is making a repeat purchase

  • When the service is complex

  • When the purchase is important to the customer

Explanation

Question 10 of 10

1

Consumers who are worried about what their peer groups (or other significant influences on their life) think when they purchase an item of clothing at a particular retail outlet are concerned about what type of risk?

Select one of the following:

  • Financial risk

  • Social risk

  • Communication risk

  • Psychological risk

Explanation

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