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chapters 9 and 10 Services Marketing

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chapters 9 and 10 Services Marketing
Lorisse Bazley
Quiz by Lorisse Bazley, updated more than 1 year ago
Lorisse Bazley
Created by Lorisse Bazley over 6 years ago
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Resource summary

Question 1

Question
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.
Answer
  • weakness; assessment; service
  • strength; explanation; service
  • strength; explanation; commercial
  • strength; assessment; service
  • strength; assessment; commercial

Question 2

Question
A frontline staff member with low self-esteem may experience what type of conflict?
Answer
  • Organisation–client
  • Internal–external
  • Inter-client
  • Psychological–financial
  • Person–role

Question 3

Question
The Munsell (1996) system used in psychological research, defines three dimensions of colour which are:
Answer
  • hue, value and chroma
  • hue, depth and chroma
  • shade, value and chroma
  • hue, value and chromatic
  • hue, depth and chromatic

Question 4

Question
Frontline employees who anticipate customers’ needs are examples of the truism that highly ____ people are the core of service excellence.
Answer
  • successful
  • supported
  • organised
  • trained
  • motivated

Question 5

Question
Which of the following is NOT a sign, symbol or artifact that would be a useful addition to a store car park?
Answer
  • Disabled parking
  • Safety lighting
  • Car detailing
  • Fresh painting
  • Parent parking

Question 6

Question
Which of the following is an ambient dimension within the Mary Jo Bitner (1992) servicescape model?
Answer
  • Layout
  • Music
  • Signs
  • Furnishings
  • Style of decor

Question 7

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

Question 8

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

Question 9

Question
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:
Answer
  • pay higher salaries
  • give extra leave
  • have strict guidelines
  • increase supervision
  • create a team culture

Question 10

Question
Newsletters, corporate magazines, intranets, displays, prizes and recognition programs are all examples of:
Answer
  • internal marketing
  • corporate promotion
  • Internet marketing
  • employee marketing
  • corporate marketing

Question 11

Question
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:
Answer
  • servicescape
  • functionality
  • spatial layout
  • service environment
  • holistic approach

Question 12

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

Question 13

Question
The service profit chain, developed from analyses of successful service organisations, puts ___ values on ____ measures.
Answer
  • customer; company
  • quantifiable; consumer
  • social; financial
  • hard; soft
  • soft; hard

Question 14

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

Question 15

Question
_________ may occur when employee morale is so low that frontline staff members become hostile to customers or fellow employees.
Answer
  • Employee sabotage
  • Service failure
  • Service sabotage
  • Satisfaction failure
  • Satisfaction sabotage

Question 16

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

Question 17

Question
The single most important factor when designing or redesigning servicescapes is:
Answer
  • the consumer
  • the staff
  • the environment
  • the aesthetics
  • functionality

Question 18

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