Lorisse Bazley
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chapters 9 and 10 Services Marketing

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Lorisse Bazley
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chapters 9 and 10 Services Marketing

Question 1 of 18

1

he _____ of Russell’s Model of Affect is its simplicity as it allows a direct ______ of how customers feel while they are in the ­­­­______ environment.

Select one of the following:

  • weakness; assessment; service

  • strength; explanation; service

  • strength; explanation; commercial

  • strength; assessment; service

  • strength; assessment; commercial

Explanation

Question 2 of 18

1

A frontline staff member with low self-esteem may experience what type of conflict?

Select one of the following:

  • Organisation–client

  • Internal–external

  • Inter-client

  • Psychological–financial

  • Person–role

Explanation

Question 3 of 18

1

The Munsell (1996) system used in psychological research, defines three dimensions of colour which are:

Select one of the following:

  • hue, value and chroma

  • hue, depth and chroma

  • shade, value and chroma

  • hue, value and chromatic

  • hue, depth and chromatic

Explanation

Question 4 of 18

1

Frontline employees who anticipate customers’ needs are examples of the truism that highly ____ people are the core of service excellence.

Select one of the following:

  • successful

  • supported

  • organised

  • trained

  • motivated

Explanation

Question 5 of 18

1

Which of the following is NOT a sign, symbol or artifact that would be a useful addition to a store car park?

Select one of the following:

  • Disabled parking

  • Safety lighting

  • Car detailing

  • Fresh painting

  • Parent parking

Explanation

Question 6 of 18

1

Which of the following is an ambient dimension within the Mary Jo Bitner (1992) servicescape model?

Select one of the following:

  • Layout

  • Music

  • Signs

  • Furnishings

  • Style of decor

Explanation

Question 7 of 18

1

Which of the following actions would help call centre staff to handle role stressors?

Select one of the following:

  • Working with frontline employees to identify and resolve role ambiguity

  • Recruiting staff who score low in job resourcefulness

  • Using professional trainers, not other frontline employees, to deliver training

  • Simplifying work with a culture that is ‘just a call centre’

  • Strictly following scripts, rather than leaving situations to employees’ discretion

Explanation

Question 8 of 18

1

Which of the following is an example that illustrates customers’ internal responses shaping their behaviour in a servicescape?

Select one of the following:

  • Employees in a store hate the music, so they feel irritable

  • Shoppers in a store do not understand the layout, so they feel confused

  • Visitors to a theme park notice that it is hot, so they feel uncomfortable

  • Visitors to a theme park feel happy and excited, so they stay longer

  • Employees in a store feel irritable, so they deliver poor service

Explanation

Question 9 of 18

1

Singapore 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:

Select one of the following:

  • pay higher salaries

  • give extra leave

  • have strict guidelines

  • increase supervision

  • create a team culture

Explanation

Question 10 of 18

1

Newsletters, corporate magazines, intranets, displays, prizes and recognition programs are all examples of:

Select one of the following:

  • internal marketing

  • corporate promotion

  • Internet marketing

  • employee marketing

  • corporate marketing

Explanation

Question 11 of 18

1

The 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:

Select one of the following:

  • servicescape

  • functionality

  • spatial layout

  • service environment

  • holistic approach

Explanation

Question 12 of 18

1

What does it mean to ‘use the service environment as a message-creating medium’?

Select one of the following:

  • Use sounds, scents, and more to heighten consumers’ appetite for services

  • Make the servicescape stand out from competing establishments

  • Employ colours, textures, etc. to enhance the service experience

  • Use symbolic cues to communicate the distinctive nature of the service experience

  • Attract the attention of target segments

Explanation

Question 13 of 18

1

The service profit chain, developed from analyses of successful service organisations, puts ___ values on ____ measures.

Select one of the following:

  • customer; company

  • quantifiable; consumer

  • social; financial

  • hard; soft

  • soft; hard

Explanation

Question 14 of 18

1

In a study of Holiday Inn employees, managers’ behavioural integrity was correlated to employees’ ____________.

Select one of the following:

  • belief in the company’s profit objectives

  • level of person–role conflict

  • definition of the company’s core values

  • trust, commitment, and willingness to go the extra mile

  • demands for higher pa

Explanation

Question 15 of 18

1

_________ may occur when employee morale is so low that frontline staff members become hostile to customers or fellow employees.

Select one of the following:

  • Employee sabotage

  • Service failure

  • Service sabotage

  • Satisfaction failure

  • Satisfaction sabotage

Explanation

Question 16 of 18

1

Which of the following is NOT an important reason why the physical service environment is so important for service-based industries?

Select one of the following:

  • It is an important part of the marketing mix.

  • It can undermine the service experience.

  • It plays an important role in shaping the service experience.

  • It plays an important role in enhancing the service experience.

Explanation

Question 17 of 18

1

The single most important factor when designing or redesigning servicescapes is:

Select one of the following:

  • the consumer

  • the staff

  • the environment

  • the aesthetics

  • functionality

Explanation

Question 18 of 18

1

If you are using music to discourage patrons that are undesirable, one of the most important points is that:

Select one of the following:

  • quiet music is most effective

  • loud music is most effective

  • discordant music is most effective

  • military music is most effective

  • music that is unfamiliar is most effective

Explanation

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