Question 1

Many high-contact services are being changed into low-contact services through the use of technology or the Internet.

Accepted Answer

A) True 
 B)False

Question 2

As a result of being high on uncertainty avoidance, Asian consumers are likely to:

Accepted Answer

A)  be highly brand-name conscious and brand loyal
B)  show a greater insistence on quality
C)  be active users of reference groups and opinion leaders
D)  a and c
E)  a, b and cF) None of the above
G) All of the above

Question 3

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

Accepted Answer

A)  dependence
B)  conformance
C)  consideration of the individual
D)  consideration of the ingroup to which one belongs
E)  interdependenceF) None of the above
G) B) and D)

Question 4

Which of the following is NOT valued in a feminine culture?

Accepted Answer

A)  Caring for others
B)  Nurturing roles and attitude
C)  Quality of life
D)  Performance
E)  Maintenance of warm personal relationshipsF) B) and C)
G) A) and E)

Question 5

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

Accepted Answer

A)  By comparing perceived performance with desired performance
B)  By comparing perceived performance with their zone of tolerance
C)  By determining whether tangible cues contradict their expectations
D)  By measuring their levels of arousal and positive affect
E)  By measuring the outcome of the search and choice processF) A) and B)
G) D) and E)

Question 6

Which of the following is NOT considered as a fundamental need that a customer may have in a service setting?

Accepted Answer

A)  Fairness
B)  Respect
C)  Mood
D)  Security
E)  EsteemF) All of the above
G) A) and E)

Question 7

In a high-risk purchase situation, which of the following statements is incorrect?

Accepted Answer

A)  Western consumers tend to go through an extended information search process.
B)  Asian consumers tend to be more passive consumers than Western consumers.
C)  Asian consumers tend to use only internal information sources.
D)  Western consumers tend to consider all attributes of each brand.
E)  Asian consumers may prevent the problem recognition stage from occurring.F) A) and B)
G) None of the above

Question 8

When attempting to buy a gift at an exclusive jewellery store, you notice that older well-dressed individuals are being served before you.Discuss this situation in terms of 'understanding customer's psychological needs and values'.

Accepted Answer

This situation can be understood in term...

Question 9

The evaluation of a service is ongoing during the process but the most significant evaluation can only take place after the event.What factors can be used to assess the post-encounter stage of the service?

Accepted Answer

The post-encounter stage of a service ca...

Question 10

Which of the following statements is true?

Accepted Answer

A)  Satisfactorily resolved critical incidents can enhance brand loyalty.
B)  Critical incidents have a significant impact on customer satisfaction.
C)  Customers are not always right and can exhibit bad behaviour.
D)  Critical incidents can occur pre- and post-consumption and during the service process.
E)  All of the aboveF) All of the above
G) A) and E)

Question 11

Which of the following is NOT a disadvantage of a highly scripted service?

Accepted Answer

A)  Consumers often see it as a set of 'mindless behaviours'.
B)  Customer requests are often not appropriate for highly scripted responses.
C)  It is good for responding quickly to varying customer needs.
D)  Often little attention is paid to incoming information.
E)  Some customers prefer unscripted encounters.F) C) and D)
G) B) and E)

Question 12

Think of a service that you have recently bought.Discuss the stages that you went through in making that purchase and relate your experience with a typical model of a customer's decision process.

Accepted Answer

Recently, I purchased a subscription to ...

Question 13

Experience attributes can be evaluated prior to purchase while search properties can only be evaluated during consumption.

Accepted Answer

A) True 
 B)False

Question 14

In a service encounter, customers as well as employees have a role to play and the satisfaction of both parties depends on:

Accepted Answer

A)  role ambiguity
B)  role conflict
C)  cognitive effort
D)  role congruence
E)  scriptsF) B) and C)
G) None of the above

Question 15

The extent to which a culture exhibits feminine or masculine traits is one of Hofstede's dimensions of cultural values.

Accepted Answer

A) True 
 B)False

Question 16

For a high-contact service, which of the following is the least important in shaping customer perceptions?

Accepted Answer

A)  Ability of customer service personnel to answer questions
B)  Authority of customer service personnel to rectify problems
C)  Cleanliness of service facility
D)  Corporate websites
E)  Comfortable seatingF) A) and B)
G) None of the above

Question 17

Understanding customers' intrinsic needs and values is part of:

Accepted Answer

A)  pre-purchase phase
B)  service-encounter phase
C)  post-purchase phase
D)  all of the above
E)  none of the aboveF) A) and D)
G) None of the above

Question 18

After graduation, you and your friend plan to start a marketing consultancy business.Discuss the risks your potential customers may perceive about buying services from your business and how you may try to reduce those risk perceptions.

Accepted Answer

Potential customers may perceive several...

Question 19

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?

Accepted Answer

A)  Lower power distance
B)  Low uncertainty risk.
C)  Higher power distance
D)  Low uncertainty risk
E)  All of the aboveF) None of the above
G) A) and E)

Question 20

Lack of prior experience with the service often decreases a consumer's perceived risk in purchasing and using that service.

Accepted Answer

A) True 
 B)False

Exam 2: Customer behaviour, culture and service encounters

Which of the following is NOT a disadvantage of a highly scripted service?

Correct AnswerverifiedShow Answer

Lack of prior experience with the service often decreases a consumer's perceived risk in purchasing and using that service.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Think of a service that you have recently bought.Discuss the stages that you went through in making that purchase and relate your experience with a typical model of a customer's decision process.

Correct AnswerAnswered by ExamLex AIRecently, I purchased a subscription to ...View AnswerShow Answer

Which of the following is NOT considered as a fundamental need that a customer may have in a service setting?

Correct AnswerverifiedShow Answer

The evaluation of a service is ongoing during the process but the most significant evaluation can only take place after the event.What factors can be used to assess the post-encounter stage of the service?

Correct AnswerAnswered by ExamLex AIThe post-encounter stage of a service ca...View AnswerShow Answer

Many high-contact services are being changed into low-contact services through the use of technology or the Internet.

Correct AnswerverifiedShow Answer

The extent to which a culture exhibits feminine or masculine traits is one of Hofstede's dimensions of cultural values.

Correct AnswerverifiedShow Answer

As a result of being high on uncertainty avoidance, Asian consumers are likely to:

Correct AnswerverifiedShow Answer

Which of the following is NOT valued in a feminine culture?

Correct AnswerverifiedShow Answer

Experience attributes can be evaluated prior to purchase while search properties can only be evaluated during consumption.

Correct AnswerverifiedShow Answer

Which of the following refers to a society in which the hierarchy is strong and power is centralised at the top?

Correct AnswerverifiedShow Answer

In a service encounter, customers as well as employees have a role to play and the satisfaction of both parties depends on:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements is true?

Correct AnswerverifiedShow Answer

When attempting to buy a gift at an exclusive jewellery store, you notice that older well-dressed individuals are being served before you.Discuss this situation in terms of 'understanding customer's psychological needs and values'.

Correct AnswerAnswered by ExamLex AIThis situation can be understood in term...View AnswerShow Answer

For a high-contact service, which of the following is the least important in shaping customer perceptions?

Correct AnswerverifiedShow Answer

Understanding customers' intrinsic needs and values is part of:

Correct AnswerverifiedShow Answer

After graduation, you and your friend plan to start a marketing consultancy business.Discuss the risks your potential customers may perceive about buying services from your business and how you may try to reduce those risk perceptions.

Correct AnswerAnswered by ExamLex AIPotential customers may perceive several...View AnswerShow Answer

In a high-risk purchase situation, which of the following statements is incorrect?

Correct AnswerverifiedShow Answer

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Correct Answer
Answered by ExamLex AI
Recently, I purchased a subscription to ...
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Correct Answer
Answered by ExamLex AI
The post-encounter stage of a service ca...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
Answered by ExamLex AI
This situation can be understood in term...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
Answered by ExamLex AI
Potential customers may perceive several...
View Answer

Correct Answer
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