Quiz
chapters 9 and 10 Services Marketing
Questions in this quiz (18)
1he _____ of Russell’s Model of Affect is its simplicity as it allows a direct ______ of how customers feel while they are in the ______ environment.
- Aweakness; assessment; service
- Bstrength; explanation; service
- Cstrength; explanation; commercial
- Dstrength; assessment; service
- Estrength; assessment; commercial
2A frontline staff member with low self-esteem may experience what type of conflict?
- AOrganisation–client
- BInternal–external
- CInter-client
- DPsychological–financial
- EPerson–role
3The Munsell (1996) system used in psychological research, defines three dimensions of colour which are:
- Ahue, value and chroma
- Bhue, depth and chroma
- Cshade, value and chroma
- Dhue, value and chromatic
- Ehue, depth and chromatic
4Frontline employees who anticipate customers’ needs are examples of the truism that highly ____ people are the core of service excellence.
- Asuccessful
- Bsupported
- Corganised
- Dtrained
- Emotivated
5Which of the following is NOT a sign, symbol or artifact that would be a useful addition to a store car park?
- ADisabled parking
- BSafety lighting
- CCar detailing
- DFresh painting
- EParent parking
6Which of the following is an ambient dimension within the Mary Jo Bitner (1992) servicescape model?
- ALayout
- BMusic
- CSigns
- DFurnishings
- EStyle of decor
7Which of the following actions would help call centre staff to handle role stressors?
- AWorking with frontline employees to identify and resolve role ambiguity
- BRecruiting staff who score low in job resourcefulness
- CUsing professional trainers, not other frontline employees, to deliver training
- DSimplifying work with a culture that is ‘just a call centre’
- EStrictly following scripts, rather than leaving situations to employees’ discretion
8Which of the following is an example that illustrates customers’ internal responses shaping their behaviour in a servicescape?
- AEmployees in a store hate the music, so they feel irritable
- BShoppers in a store do not understand the layout, so they feel confused
- CVisitors to a theme park notice that it is hot, so they feel uncomfortable
- DVisitors to a theme park feel happy and excited, so they stay longer
- EEmployees in a store feel irritable, so they deliver poor service
9Singapore Airlines, which has small units of employees fly together, illustrates one of the more successful methods of encouraging the delivery of service excellence in large organisations. That method is to:
- Apay higher salaries
- Bgive extra leave
- Chave strict guidelines
- Dincrease supervision
- Ecreate a team culture
10Newsletters, corporate magazines, intranets, displays, prizes and recognition programs are all examples of:
- Ainternal marketing
- Bcorporate promotion
- CInternet marketing
- Demployee marketing
- Ecorporate marketing
11The statement ‘Although individuals often perceive particular aspects or individual design features of an environment, it is the total configuration of all those design features that determines the consumer responses’ would best be described as a:
- Aservicescape
- Bfunctionality
- Cspatial layout
- Dservice environment
- Eholistic approach
12What does it mean to ‘use the service environment as a message-creating medium’?
- AUse sounds, scents, and more to heighten consumers’ appetite for services
- BMake the servicescape stand out from competing establishments
- CEmploy colours, textures, etc. to enhance the service experience
- DUse symbolic cues to communicate the distinctive nature of the service experience
- EAttract the attention of target segments
13The service profit chain, developed from analyses of successful service organisations, puts ___ values on ____ measures.
- Acustomer; company
- Bquantifiable; consumer
- Csocial; financial
- Dhard; soft
- Esoft; hard
14In a study of Holiday Inn employees, managers’ behavioural integrity was correlated to employees’ ____________.
- Abelief in the company’s profit objectives
- Blevel of person–role conflict
- Cdefinition of the company’s core values
- Dtrust, commitment, and willingness to go the extra mile
- Edemands for higher pa
15_________ may occur when employee morale is so low that frontline staff members become hostile to customers or fellow employees.
- AEmployee sabotage
- BService failure
- CService sabotage
- DSatisfaction failure
- ESatisfaction sabotage
16Which of the following is NOT an important reason why the physical service environment is so important for service-based industries?
- AIt is an important part of the marketing mix.
- BIt can undermine the service experience.
- CIt plays an important role in shaping the service experience.
- DIt plays an important role in enhancing the service experience.
17The single most important factor when designing or redesigning servicescapes is:
- Athe consumer
- Bthe staff
- Cthe environment
- Dthe aesthetics
- Efunctionality
18If you are using music to discourage patrons that are undesirable, one of the most important points is that:
- Aquiet music is most effective
- Bloud music is most effective
- Cdiscordant music is most effective
- Dmilitary music is most effective
- Emusic that is unfamiliar is most effective
Information
- Description
- chapters 9 and 10 Services Marketing
- Author
- Lorisse Bazley
- Language
- English
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- 564
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