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Exam 3: Consumer Behavior in Services

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Question 1

Multiple Choice

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Which of the following statements regarding service purchase and consumption is true?

A) Service delivery can be conceived as an actor
B) Service encounters can be viewed as drama
C) Negative departures from a customer's expected service script detract from service performance
D) Customer compatibility influences customer satisfaction in low contact services
E) Customers do not play a role in a well-scripted service drama

F) B) and D)
G) A) and C)

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Question 2

Multiple Choice

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Membership in a class that teaches self-defense would more than likely satisfy a(n) _____ and membership in an exclusive country club where annual dues are $2,000 and where there is a selection committee would satisfy a(n) _____ need.

A) Safety and security; ego
B) Social; self-actualization
C) Ego; ego
D) Social; physiological
E) Self-actualization; psychological

F) A) and B)
G) C) and D)

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A

Question 3

True/False

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Culture manifests itself most dramatically in the people-to-people contact of our social institutions.

Which of the following is an example of aesthetics, one of the tools used to differentiate one culture from another?

Why would a hotel that promotes itself as a romantic getaway have fireplaces in each room as well lace curtains, a fur rug, low lighting, background music and a bottle of complementary champagne?

Historically, the Japanese have had poor dental care. As part of their beauty regimen, the Japanese do have a habit of lightening and whitening their skin. Teethart has developed "tooth manicure" salons, which allow Japanese to match their teeth coloration to their skin. Japanese are responding well do this new service because it satisfies their _____ needs.

Services high in _____ qualities are the most difficult to evaluate.

A catered meal and a bridal gown are examples of two products that are high in credence quality.

Which of the following statements regarding consumer information search for services is true?

_____ qualities are characteristics of a product consumers may find impossible to evaluate even after purchase and consumption.

When Louise arrived at the Wyndham Garden Hotel for the 2005 Atlantic Marketing Association Annual Conference, she briefly waited in line at the front desk for the next available clerk. When she got to the front desk, she confirmed her reservation with the front desk clerk, completed a guest registration form and gave the clerk her MasterCard so that he could make an imprint of her card for billing purposes. When she received her room key from the clerk, she was directed to the elevators and went to her room on the 10th floor via the elevator. In terms of the drama metaphor, Louise experienced a service:

For which of the following products is a consumer likely to have the smallest evoked set of alternatives?

Which of the following is an example of material culture, one of the tools used to differentiate one culture from another?

Jane wants to have her near-sightedness corrected through laser surgery. She has consulted with two physicians that specialize in the field. Both seem to be highly qualified and respected in the medical profession. The first one she saw had a cluttered waiting room with plastic covered furniture, tile flooring, striped paper on the walls and music broadcast from a local soft rock station. The second waiting area was painted a soft, muted green color, had three large aquariums with gorgeous fish swimming in each, comfortable furniture and soft background music. Given the laser surgeons have equal abilities, which do you think Jane will use. Why?

Products high in _____ qualities are the easiest to evaluate.

When Ernestine has her dog shampooed, she will either take him to her veterinarian's office or used the groomer at Puppy Palace depending on which one can take him sooner. Those are the only two places she would ever consider taking her precious dog. What collective term best describes the two alternatives that Ernestine chooses between for dog grooming?

Many successful people would like to find someone to share their lives with, but are unable to make the connection. To satisfy this _____ need, some travel agencies are setting up two-week vacation cruises and tour groups for singles in their 20s and 30s. These trips throw together people who have basically the same likes and dislikes in unfamiliar surroundings to try to stimulate relationships.

Victoria's Secret designs its lingerie specialty stores to arouse feelings of warmth, romance and passion. The smells of fragrances and potpourri sachets permeate the store's environment. Romantic music by the London Symphony plays softly in the background. Classic furniture like handcrafted armoires, glass curio cabinets and carved chairs display and complement the elegant gowns, robes, pajamas and satin lingerie that are the store's main product lines. A Victoria's Secret specialty store is designed to:

If you look at service provisions as a drama, how would you characterize the kid's size furniture, the toys and the bright colors in a pediatrician's examination rooms?

Often after some life-changing crisis such as a divorce, the death of a loved one or a serious car accident, people tend to rethink what they are doing with their lives. They are concerned that in some way they are wasting their lives and not achieving their full potential. It is not uncommon for these people to immerse themselves in yoga, to challenge their own limits by taking up some death-defying sport or to simply get validation from a therapist. In these ways, people can satisfy their _____ needs.