Ch2

Question 1

Pre-purchase Stage?

Answer 1

Need Arousal

Question 2

Decision to buy or use a service is triggered by ?

Answer 2

Need Arousal

Question 3

Triggers of need:

Answer 3

– Unconscious minds (e.g., personal identity and aspirations)
– Physical conditions (e.g., hunger )
– External sources (e.g., a service firm’s marketing activities)

Question 4

……………a set of products and brands that a consumer considers during the decision-making process – that is derived from past experiences or external sources.

Answer 4

Evoked set

Question 5

………….. help customers evaluate a product before purchase
– E.g., type of food, location, type of restaurant and price

Answer 5

Search attributes

Question 6

…………..cannot be evaluated before purchase – E.g., the consumer will not know how much they will enjoy the
food, the service, and the atmosphere until the actual experience

Answer 6

Experience attributes

Question 7

Give me example of Functional Risk

Answer 7

• Will this credit card be accepted wherever and whenever I want to make a purchase?
• Will the dry cleaner be able to remove stains from this jacket?
• Will I get access to a ride from the car sharing service when I need it?

Question 8

• Will I lose money if I make the investment recommended by my robo- advisor?
• Could my credit card details be stolen if I register with this website?
• Will repairing my car cost more than the original estimate?
  Is examples of ……….. risk

Answer 8

Financial Risk (monetary loss, unexpected costs)

Question 9

• Will I have to wait in line for a long time before I can enter the exhibition?
• Will this online application work smoothly without me having to re-enter my data several times?
• Will the renovation of our bathroom be completed before our friends come to stay with us?
  Is examples of ……….. risk

Answer 9

Temporal (wasting time, consequences of delay )

Question 10

• Will there be complications or scars if I
  go for this cosmetic surgery?
• Will the contents of this package get damaged in the mail?
• Will there be a lot of germs in the vehicles of the car sharing service?
  Is example of …… risk

Answer 10

Physical Risk (personal injury or damage to possessions)

Question 11

Is example of…… risk
* Can I be sure that the equipment at theme park is safe?
* Will the consultant make me feel embarrassed or stupid?
* Will the doctor’s diagnosis upset me?
Is example of …… risk

Answer 11

Psychological Risk ( personal fears and emotions)

Question 12

Give me examples of Sensory Risk

(unwanted effects on any of the five ﷼ senses)

Answer 12

• Will I get a view of the parking lot rather than the beach from my restaurant table? * Will I be kept awake by noise from the guests in the room next door? * Will my room smell of stale cigarette smoke?

Question 12

Give me examples of Sensory Risk

(unwanted effects on any of the five senses)

Answer 12

• Will I get a view of the parking lot rather than the beach from my restaurant table?
• Will I be kept awake by noise from the guests in the room next door?
• Will my room smell of stale cigarette smoke?

Question 13

How Might Consumers Handle Perceived Risk?

Answer 13

Seeking information from trusted and respected personal sources such as family, friends, and peers.

Question 14

People usually
* Relying on a firm that has a good reputation.
* Looking for service guarantees and warranties.
To ?

Answer 14

Perceived Risk

Question 15

………….. level of service quality that customer believes can and
should be delivered

Answer 15

“Wished-for”

Question 16

Adequate Service Level

Answer 16

Minimum acceptable level of service

Question 17

Predicted Service Level

Answer 17

• Service level that customer believes firm will actually deliver
• Customer predictions of service often are situation specific

Question 18

Zone of Tolerance

Answer 18

• Acceptable range of variations in service delivery
• Exceeding the zone of tolerance can surprise and delight customers.

Question 19

Purchase Decision will be simple if ?

Answer 19

if perceived risks are low and alternatives are clear

Question 20

Purchase Decision will be complex when?

Answer 20

when trade-offs increase

Question 21

In Service Encounter Stage
what is Service encounter?

Answer 21

Service encounter is a period of time during which a customer interacts directly with the service provider
– Might be brief or extend over a period of time

Question 22

Models and frameworks:
In Service Encounter Stage

Answer 22

1.“Moments of Truth” – importance of managing touch points
2.High-/low-contact model – extent and nature of contact points
3.Servuction model – variations of interactions
4.Theater metaphor – “staging” service performances

Question 23

In The Servuction System
The servuction model is ?

Answer 23

combining the terms “service” and “production”.

Question 24

conceptualizes service businesses as systems that integrate:

Answer 24

– Marketing
– Operations
– Customers

• It shows what is experienced by customers.

Question 25

Technical core:
In The Servuction System

Answer 25

Inputs are processed and service elements are created.

Typically back stage and invisible to the customer (e.g., kitchen in a restaurant).

Question 26

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

Includes the visible part of the service
operations system — buildings, equipment, and personnel — and possibly other customers.

Answer 26

Service delivery system

Question 27

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

Includes the visible part of the service
operations system — buildings, equipment, and personnel — and possibly other customers.

Answer 27

Service delivery system

Question 28

……………………
Involves consumers’ attitudinal and behavioral responses to the service experience.

Answer 28

Post-Encounter Stage

Question 29

In Post-Encounter Stage
Important consumer responses are:

Answer 29

– customer satisfaction
– service quality perceptions
– repeat purchase
– customer loyalty

Question 30

In the post-encounter stage:

Answer 30

– Customers evaluate the service performance they have experienced

– Compare it with their prior expectations

Question 31

…………….. is a high standard of performance that consistently meets or exceeds customer expectations.

Answer 31

Excellent service quality