SM Chapter 2

Question 1

THE THREE-STAGE MODEL OF SERVICE CONSUMPTION

Answer 1

I. PRE-PURCHASE STAGE
II. SERVICE ENCOUNTER STAGE
III. POST-ENCOUNTER STAGE

Question 2

I. PRE-PURCHASE STAGE

Answer 2

1.Need awareness
2.Information search
3.Evaluation of alternatives

Question 3

the beginning of the pre-purchase stage

Answer 3

Need Awareness

Question 4

Needs may be triggered by:

Answer 4

People’s unconscious minds
 Physical conditions
 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
derived 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

During the search process, consumers also learn about service
attributes they should consider and form expectations of how firms in the
consideration set perform on those attribute

Answer 8

Information Search

Question 9

holds that consumers use service attributes that are
important in evaluating and comparing alternative offerings in their
consideration set

Answer 9

multi-attrubute model

Question 10

Understanding this helps managers to cement the strengths of the
firm’s services and to focus improvement efforts on where it matters most

Answer 10

multi-attribute model

Question 11

TWO COMMON DECISION
RULES TO DECIDE

Answer 11

Linear compensatory rule and Conjunctive rule

Question 12

This is
done by multiplying the score for the dry
cleaner on each attribute by the importance
weight. The scores are then added up.

Answer 12

Linear compensatory rule

Question 13

the consumer will decide
based on the total overall score in conjunction
with minimum performance levels on one or
several attributes.

Answer 13

Conjunctive rule

Question 14

EVALUATING ALTERNATIVE
SERVICE ATTRIBUTES

Answer 14

1.Search attributes
2.Experience attributes
3.Credence Attributes

Question 15

• they are tangible characteristics that
customers can evaluate before
purchase.
• It helps the customers evaluate
the product before purchase.

Answer 15

Search attributes

Question 16

they cannot be
evaluated before purchase. Customers must
“experience” the service before they can assess
attributes such as reliability, ease-of use, and
customer support.

Answer 16

Experience attributes

Question 17

• are characteristics that customers
find hard to evaluate even after
consumption.
• Here, the customer is forced to
believe or trust that certain tasks
have been performed at the
promised level of quality.

Question 18

refers to the customer’s perception of the risks associated
with any purchase.

Answer 18

Perceived Risk

Question 19

are formed during the search and decision-making process,
through a customer’s search and evaluation of information and alternatives.

Answer 19

Expectations

Question 20

COMPONENTS OF SERVICE
EXPECTATIONS

Answer 20

Desired service
Adequate service
Predicted service
Zone of tolerance

Question 21

• The type of service customers hope to receive is termed
desired service. • 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 21

Desired service.

Question 22

The minimum level of service customers will accept
without being dissatisfied.

Answer 22

Adequate service.

Question 23

This is the level of service that customers actually
anticipate to receive. Predicted service can also be affected by service
provider promises word-of-mouth, and past experience.

Answer 23

Predicted service.

Question 24

The extent to which customers are willing to accept this
variation

Answer 24

Zone of tolerance

Question 25

the outcome of the pre-purchase stage based largely on expectations of the likely performance of a service based on important attributes and associated risk perceptions.

Answer 25

Purchase Decision

Question 26

when the customer interacts directly with the service firm. Number of models and frameworks to better understand the consumers’ behavior and experience during the service encounter

Answer 26

the service encounter stage

Question 27

It is where the perceived quality is realized.

Answer 27

Moment of Truth

Question 28

When the service provider and the service customer confront one another.

Answer 28

Moment of Truth

Question 29

It is when the relationship between the customer and the firm is at stake.

Answer 29

Moment of Truth

Question 30

LEVELS OF CUSTOMER CONTACT WITH SERVICE FIRMS

Answer 30

High-Contact Services and Low-Contact Services

Question 31

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 coined by French researchers Pierre Eiglier and Eric Langeard

Answer 34

Servuction

Question 35

servuction system consists of the following:

Answer 35

Technical core and Service delivery system

Question 36

where inputs are processed and the elements of the service product are created. Is typically back-stage and invisible to the customer.

Answer 36

Technical Core

Question 37

where the final “assembly” takes place and the product is delivered to the customer.

Answer 37

service delivery system

Question 38

This subsystem includes the visible part of the service operations system — buildings, equipment, and personnel — and possibly other customers

Answer 38

service delivery system

Question 39

can be used as a metaphor for service delivery, and firms can view their service as “staging” a performance with props and actors, and manage them accordingly.

Answer 39

theater

Question 40

THEATER AS METAPHOR FOR SERVICE DELIVERY

Answer 40

1.Service facilities 2.Personnel 3.Role Theory 4. Script Theory

Question 41

Imagine service facilities as containing the stage on which the drama unfolds.

Answer 41

Service facilities

Question 42

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

Answer 42

Personnel.

Question 43

expected to wear special costumes when on stage (such as the fanciful uniforms often worn by hotel doormen (or the more basic brown uniforms worn by UPS drivers).

Answer 43

service personnel

Question 44

is a 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 44

Role

Question 45

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

Answer 45

Roles

Question 46

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

Answer 46

service script

Question 47

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

Answer 47

post-encounter stage

Question 48

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

Answer 48

post-encounter stage

Question 49

is a judgment following a series of consumer product interactions

Answer 49

satisfaction

Question 50

If performance perceptions are worse than expected, it is called ____________

Answer 50

negative disconfirmation.

Question 51

If performance is better than expected, it is called __________________

Answer 51

positive disconfirmation.

Question 52

If it is as expected, then it is simply called ______________

Answer 52

confirmation of expectations

Question 53

CUSTOMER SATISFACTION VERSUS SERVICE QUALITY

Answer 53

•Excellent service quality •Customer satisfaction •Service quality

Question 54

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

Answer 54

Excellent service quality

Question 55

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

Answer 55

Customer satisfaction

Question 56

refers to relatively stable attitudes and beliefs about a firm.

Answer 56

Service quality

Question 57

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

Answer 57

Service quality

Question 58

To measure service quality, Valarie Zeithaml and her colleagues developed a survey instrument called _________.

Answer 58

SERVQUAL

Question 59

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

Answer 59

SERVQUAL

Question 60

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

Answer 60

SERVQUAL

Question 61

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

Answer 61

SERVQUAL

Question 62

DIMENSIONS TO EVALUATE SERVICE QUALITY

Answer 62

1. Tangibles 2. Reliability 3. Responsiveness 4. Assurance 5. Empathy

Question 63

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 63

Loyalty

Question 64

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

Answer 64

Loyalty

Question 65

Customer loyalty extends beyond behavior and includes preference, liking, and future intentions. (T or F?)

Answer 65

t

Question 66

the opposite of customer loyalty

Answer 66

Defection

Question 67

used to describe customers who drop off a company’s radar screen and transfer their loyalty to another supplier.

Answer 67

Defection