Chapter 2

Question 1

Three-Stage Model of Service Consumption

Answer 1

PRE-PURCHASE STAGE
SERVICE ENCOUNTER STAGE
POST-ENCOUNTER STAGE

Question 2

PRE-PURCHASE STAGE

Answer 2

1. NEED AWARENESS
2. INFORMATION SEARCH
3. EVALUATION OF ALTERNATIVES

Question 3

IS THE BEGINNING OF THE PRE-PURCHASE STAGE

Answer 3

NEED AWARENESS

Question 4

NEEDS MAY BE TRIGGERED BY

Answer 4

1. PEOPLE’S UNCONSCIOUS MIND
2. PHYSICAL CONDITIONS
3. EXTERNAL SOURCES

Question 5

HAPPENS ONCE A NEED HAS BEEN RECOGNIZED, AND CUSTOMERS ARE MOTIVATED TO SEARCH FOR SOLUTIONS TO SATISFY THAT NEED.

Answer 5

INFORMATION SEARCH

Question 6

SEVERAL ALTERNATIVES THAT COME AND FORM IN OUR MIND CAN BE DELIVERED FROM PAST EXPERIENCES OR EXTERNAL SOURCES.

Answer 6

EVOKED SET

Question 7

A NARROWED DOWN FEW ALTERNATIVES TO SERIOUSLY CONSIDER

Answer 7

CONSIDERATION SET

Question 8

HOLDS THAT CONSUMERS USE SERVICE ATTRIBUTES THAT ARE IMPORTANT IN EVALUATING AND COMPARING ALTERNATIVE OFFERINGS IN THEIR CONSIDERATION SET.

Answer 8

MULTI-ATTRIBUTE MODEL

Question 9

HELP TO BETTER UNDERSTAND THE FORMATION PROCESS OF CUSTOMER SATISFACTION.

Answer 9

MULTI-ATTRIBUTE MODEL

Question 10

TWO COMMON DECISION RULES TO DECIDE

Answer 10

LINEAR COMPENSATORY RULE
CONJUCTIVE RULE

Question 11

THIS IS DONE BY MULTIPLYING THE SCORE FOR THE DRY CLEANER ON EACH ATTRIBUTE BY THE IMPORTANCCE WEIGHT.

Answer 11

LINEAR COMPENSATORY RULE

Question 12

THE CONSUMER WILL DECIDE BASED ON THE TOTLA OVERALL SCORE IN CONJUNCTION WITH MINIMUM PERFORMANCE LEVELS ON ONE OR SEVERAL ATTRIBUTES

Answer 12

CONJUNCTIVE RULE

Question 13

EVALUATING ALTERNATIVE SERVICE ATTRIBUTES (ENUMERATION)

Answer 13

1. SEARCH ATTRIBUTES
2. EXPERIENCE ATTRIBUTES
3. CREDENCE ATTRIBUTES

Question 14

THEY ARE TANGIBLE CHARACTERISTICS THAT CUSTOMERS CAN EVALUATE BEFORE PURCHASE

Answer 14

SEARCH ATTRIBUTES

Question 15

IT HELPS THE CUSTOMERS EVALUATE THE PRODUCT BEFORE PURCHASE

Answer 15

SEARCH ATTRIBUTES

Question 16

THEY CANNOT BE EVALUATED BEFORE PURCHASE.

Answer 16

EXPERIENCE ATTRIBUTES

Question 17

EXAMPLE OF THESE ARE
LIVE ENTERTAINMENT PERFORMANCES
MANY MEDICAL PROCEDURES ALL HAVE HIGH EXPERIENCE ATTRIBUTES
HIKING

Answer 17

EXPERIENCE ATTRIBUTES

Question 18

ARE CHARACTERISTICS THE CUSTOMERS FIND HARD TO EVALUATE EVEN AFTER CONSUMPTIONS.

Answer 18

CREDENCE ATTRIBUTES

Question 19

THE CUSTOMER IS FORCED TO BELIEVE OR TRUST THAT CERTAIN TASKS HAVE BEEN PERFORMED AT THE PROMISED LEVEL OF QUALITY

Answer 19

CREDENCE ATTRIBUTES

Question 20

REFERS TO THE CUSTOMER’S PERCEPTION OF THE RISKS ASSOCIATED WITH ANY PURCHASE

Answer 20

PERCEIVED RISK

Question 21

WHAT ARE THE TYPE OF RISK

Answer 21

1. FUNCTIONAL (UNSATISFACTORY PERFORMANCE OUTCOMES)
2. FINANCIAL (MONETARY LOSS, UNEXPECTED COSTS)
3. TEMPORAL (WASTING TIME, CONSEQUENCES OF DELAYS)
4. PHYSICAL (PERSONAL INJURY OR DAMAGE TO POSSESSIONS)

Question 22

ARE FORMED DURING THE SEARCH AND DECISION-MAKING PROCESS, THROUGH A CUSTOMER’S SEARCH AND EVALUATION OF INFORMATION AND ALTERNATIVES.

Answer 22

EXPECTATIONS

Question 23

CAN EVEN BE SITUATION-SPECIFIC.

Answer 23

EXPECTATIONS

Question 24

WHAT ARE THE COMPONENTS OF SERVICE EXPECTATIONS

Answer 24

1. DESIRED SERVICE
2. ADEQUATE SERVICE
3. PREDICTED SERVICE
4. ZONE OF TOLERANCE

Question 25

THE TYPE OF SERVICE CUSTOMERS HOPE TO RECEIVE. IT'S A WISHED FOR LEVEL - A COMBINATION OF WHAT CUSTOMERS BELIEVE CAN AND SHOULD BE DELIVERED IN THE CONTEXT OF THEIR PERSONAL NEEDS.

Answer 25

DESIRED SERVICE

Question 26

THE MINIMUM LEVEL OF SERVICE CUSTOMERS WILL ACCEPT WITHOUT BEING DISSATISFIED.

Answer 26

ADEQUATE SERVICE

Question 27

THIS IS THE LEVEL OF SERVICE THAT CUSTOMERS ACTUALLY ANTICIPATE TO RECEIVE.

Answer 27

PREDICTED SERVICE

Question 28

THE EXTENT TO WHICH CUSTOMERS ARE WILLING TO ACCEPT THIS VARIATION.

Answer 28

ZONE OF TOLERANCE

Question 28

HAPPENS AFTER CONSUMERS HAVE EVALUATED POSSIBLE ALTERNATIVES.

Answer 28

PURCHASE DECISION

Question 28

IS WHEN THE CUSTOMER INTERACTS DIRECTLY WITH THE SERVICE FIRM.

Answer 28

SERVICE ENCOUNTER STAGE

Question 28

OUTCOME OF THE PRE-PURCHASE STAGE BASED LARGELY ON EXPECTATIONS OF THE LIKELY PERFORMANCE OF A SERVICE BASED ON IMPORTATNT ATTRIBUTES AND ASSOCIATED RISK PERCEPTIONS.

Answer 28

PURCHASE DECISION

Question 29

MODELS AND FRAMEWORKS TO BETTER UNDERSTAND THE CONSUMERS' BEHAVIOR AND EXPERIENCE DURING THE SERVICE ENCOUNTER SUCH AS:

Answer 29

1. MOMENTS OF TRUTH 2. THE HIGH-OR-LOW CONTACT SERVICE MODEL 3. SERVUCTION MODEL 4. THEATER METAPHOR

Question 30

IT IS WHERE THE PERCEIVED QUALITY IS REALIZED. WHEN THE SERVICE PROVIDER AND THE SERVICE CUSTOMER CONFRONT ONE ANOTHER. IT IS WHEN THE RELATIONSHIP BETWEEN THE CUSTOMER AND THE FIRM IS AT STAKE

Answer 30

MOMENT OF TRUTH

Question 31

IT MEANS THERE IS DIRECT CONTACT BETWEEN CUSTOMERS AND THE FIRM THROUGHOUT THE ENTIRE SERVICE DELIVERY

Answer 31

HIGH-CONTACT SERVICES

Question 32

INVOLVE LITTLE, PHYSICAL CONTACT IF ANY BETWEEN CUSTOMERS AND SERVICE PROVIDERS. INSTEAD, CONTACT TAKES PLACE AT ARM'S LENGTH THROUGH ELECTRONIC OR PHYSICAL DISTRIBUTION CHANNELS.

Answer 32

LOW-CONTACT SERVICES

Question 33

SHOWS ALL THE INTERACTIONS THAT TOGETHER MAKE UP A TYPICAL CUSTOMER EXPERIENCE IN A HIGH-CONTACT SERVICE.

Answer 33

SERVUCTION SYSTEM

Question 34

COMBINATION OF SERVICE AND PRODUCTION

Answer 34

SERVUCTION

Question 35

WHO ARE THE FRENCH RESEARCHERS

Answer 35

PIERRE EIGLIER ERIC LANGEARD

Question 36

THE SERVUCTION SYSTEM CONSISTS OF:

Answer 36

1. TECHNICAL CORE 2. SERVICE DELIVERY SYSTEM

Question 37

WHERE INPUTS ARE PROCESSED AND THE ELEMENTS OF THE SERVICE PRODUCT ARE CREATED.

Answer 37

TECHNICAL CORE

Question 38

TYPICALLY BACK-STAGE AND INVINSIBLE TO THE CUSTOMER

Answer 38

TECHNICAL CORE

Question 39

INVINSIBLE COMPONENTS CAN BE TERMED

Answer 39

BACK STAGE OR BACK OFFICE

Question 40

VISIBLE COMPONENTS CAN BE TERMED AS

Answer 40

FRONT STAGE OR FRONT OFFICE

Question 41

WHERE THE FINAL "ASSEMBLY" TAKES PLACE AND THE PRODUCT IS DELIVERED TO THE CUSTOMER.

Answer 41

SERVICE DELIVERY SYSTEM

Question 42

THIS SUBSYSTEM INCLUDES THE VISIBLE PART OF THE SERVICE OPERATIONS SYSTEM.

Answer 42

SERVICE DELIVERY SYSTEM.

Question 43

CAN BE USED AS A METAPHOR FOR SERVICE DELIVERYM, AND FIRMS CAN VIEW THEIR SERVICE AS "STAGING" A PERFORMACNCE WITH PROPS AND ACTORS.

Answer 43

THEATER

Question 44

UNDER OF THEATER AS METAPHOR

Answer 44

1. SERVICE FACILITIES 2. PERSONNEL 3. ROLE THEORY 4. SCRIPT THEORY

Question 45

containing the stage on which the drama unfolds

Answer 45

SERVICE FACILITIES

Question 46

like the members of a cast playing roles as actors in a drama supported by a back-stage production team.

Answer 46

PERSONNEL

Question 47

set of behavior patterns learned through experience and communication, to be performed by an individual in a certain social interaction in order to attain maximum effectiveness in goal accomplishment.

Answer 47

ROLE THEORY

Question 48

been defined as combinations of social cues or expectations of society that guide behavior in a specific setting or context

Answer 48

ROLES

Question 49

specifies the sequences of behavior employees and customers are expected to learn and follow during service delivery.

Answer 49

SCRIPT THEORY

Question 50

is the last stage of service consumption is the which involves consumers’ attitudinal and behavioral responses to the service experience.

Answer 50

POST-ENCOUNTER STAGE

Question 51

customers evaluate the service performance and compare it to their prior expectations.

Answer 51

POST-ENCOUNTER STAGE

Question 52

is a judgment following a series of consumer product interactions.

Answer 52

SATISFACTION

Question 53

It Holds that satisfaction judgments formed are based on a comparison of expectations with performance perceptions.

Answer 53

HTE EXPECTANCY-DISCONFIRMATION MODEL OF SATISFACTION

Question 54

If performance perceptions are worse than expected, it is called

Answer 54

NEGATIVE DISCONFIRMATION

Question 55

If performance is better than expected, it is called

Answer 55

POSITIVE DISCONFIRMATION

Question 56

If it is as expected, then it is simply called

Answer 56

CONFIRMATION OF EXPECTATIONS

Question 57

defined as a high standard of performance that consistently meets or exceeds customer expectations.

Answer 57

EXCELLENT SERVICE QUALITY

Question 58

which is transaction- specific and refers to a single service experience.

Answer 58

CUSTOMER SATISFACTION

Question 59

refers to relatively stable attitudes and beliefs about a firm.

Answer 59

SERVICE QUALITY

Question 60

consumer’s belief and attitude about the general performance of a firm.

Answer 60

SERVICE QUALITY

Question 61

WHO DEVELOPED A SURVEY INSTRUMENT CALLED SERVQUAL

Answer 61

VALARIE ZEITHAML

Question 62

is based on the premise that customers evaluate a firm’s service quality by comparing their perceptions of its service with their own expectations.

Answer 62

SERVQUAL

Question 63

was developed to measure service quality mostly in a face-to- face service encounter context.

Answer 63

SERVQUAL

Question 64

seen as a generic measurement tool that can be applied across a broad spectrum of service industries.

Answer 64

SERVQUAL

Question 65

DIMENSIONS TO EVALUATE SERVICE QUALITY

Answer 65

TANGIBLES RELIABILITY RESPONSIVENESS ASSURANCE EMPATHY

Question 66

customer’s willingness to continue patronizing a firm over the long-term, preferably on an exclusive basis, and recommending the firm’s products to friends and associates.

Answer 66

LOYALTY

Question 67

important outcome of satisfied customers who believe that the firm delivers great service.

Answer 67

LOYALTY

Question 68

is the opposite of customer loyalty. which is used to describe customers who drop off a company’s radar screen and transfer their loyalty to another supplier.

Answer 68

DEFECTION