Week 2 service marketing

Question 1

happens once a need has been recognized, and
customers are motivated to search for solutions to satisfy that need.

Answer 1

Information search

Question 2

several alternatives that come and form in our mind can be
derived from past experiences or external sources such as social media, online reviews, online searches,

Answer 2

Evoked set

Question 3

a narrowed down few alternatives to seriously consider.

Answer 3

Consideration set

Question 4

holds that consumers use service attributes that are
important in evaluating and comparing alternative offerings
help to better understand the formation process of
customer satisfaction.

Answer 4

Multi-attribute Model

Question 5

This is done by multiplying the score for the dry
cleaner on each attribute by the importance
weight.

Answer 5

Linear compensatory rule

Question 6

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

Answer 6

Conjunctive rule

Question 7

they are tangible characteristics that
customers can evaluate before purchase.

Answer 7

Search attributes

Question 8

they cannot be evaluated before purchase. Customers must
“experience” the service before they can assess
attributes such as reliability,

Answer 8

Experience attributes

Question 9

are characteristics that customers
find hard to evaluate even after
consumption.

Answer 9

Credence Attributes

Question 10

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

Answer 10

Perceived Risk

Question 11

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

Answer 11

Expectations

Question 12

The type of service customers hope to receive is termed
desired service. It’s a “wished for” level

Answer 12

Desired service.

Question 13

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

Answer 13

Adequate service.

Question 14

This is the level of service that customers actually
anticipate to receive.

Answer 14

Predicted service.

Question 15

The extent to which customers are willing to accept this
variation

Answer 15

Zone of tolerance.

Question 16

happens after consumers have evaluated possible
alternatives by
is the outcome of the pre-purchase stage based largely on
expectations

Answer 16

Purchase Decision

Question 17

is when the customer interacts directly with
the service firm.

Answer 17

The service encounter stage

Question 18

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

Answer 18

MOMENT OF TRUTH

Question 19

means there is direct contact between customers and the
firm throughout the entire service delivery.

Answer 19

High-Contact Services

Question 20

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 20

Low-Contact Services

Question 21

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

Answer 21

Technical core

Question 22

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

Answer 22

Service delivery system

Question 23

can be used as a metaphor for service delivery, and firms can view
their service as “staging” a performance

Answer 23

Theater

Question 24

is the opposite of customer loyalty. which is used to describe
customers who drop off a company’s radar screen and transfer their loyalty to another supplier.

Answer 24

Defection

Question 25

is a 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 25

Loyalty

Question 26

is the last stage of service consumption is the which
involves consumers’ attitudinal and behavioral responses to the service experience.
customers evaluate the service performance and compare it to their prior expectations.

Answer 26

Post-encounter stage

Question 27

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

Answer 27

Excellent service quality

Question 28

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

Answer 28

Customer satisfaction

Question 29

refers to relatively stable attitudes
and beliefs about a firm.
is a consumer’s belief and attitude
about the general performance of a firm.

Answer 29

Service quality

Question 30

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

Answer 30

SERVQUAL