Chapter 4: The Consumer Decision Process In Services Marketing

According to the text which one of the following statements is false?
1. Many service firms continue to be operations dominated rather than customer oriented.
2. Consumer orientation lies at the heart of the marketing concept.
3. Researchers clearly understand how consumers make decisions.
4. Differences exist between the way consumers make decisions regarding
  services versus goods.
5. All the above statements are true.
The consumer decision process consists of:
1. stimulus, problem awareness, and purchase stages
2. prepurchase, consumption, and postpurchase stages
3. problem awareness, evaluation of alternatives, and postpurchase behavior
4. stimulus, information search, and postpurchase behavior
5. information search, purchase, and postpurchase behavior
The prepurchase stage consists of all of the following activities except for:
1. the approach
2. problem awareness
3. information search
4. stimulus
5. evaluation of alternatives
Consumers determine a shortage or unfulfilled desire exists during which stage
of the consumer decision process.
1. problem awareness
2. information search
3. evaluation of alternatives
4. postpurchase evaluation
5. the choice stage
Multiattribute models are used most during which stage of the consumer
decision process.
1. stimulus evaluation
2. problem awareness
3. information search
4. consumption stage
5. evaluation of alternatives
Bill's parents finally convinced him to get a haircut. Bill's decision process was
prompted by a:
1. physical cue
2. psychological cue
3. pressure cue
4. social cue
5. commercial cue
Which of the following is NOT an example of attribututes sought for Grant’s birthday?
1. location
2. fun atmosphere
3. talking to friends
4. service delivery
5. price
During the evaluation of alternatives stage, consumers sometime rely on their
"gut-level feelings." This type of decision making is called:
1. the lexicographic approach
2. a systematic approach
3. a nonsystematic approach
4. the linear compensatory approach
5. the evoked set approach
Using figure 4.1 on p86, multi-attribute choice matrix and the information below, which restaurant should be selected for Grant’s birthday?:
1. TGI
2. Bonviveur
3. Casa Mia
4. Tapan-Yaki Japanese restaurant
5. Each customer's choice will differ based on their gut-level feelings.
Using figure 4.2 on p88, a model for post-purchase evaluation – did Grant enjoy TGI Fridays:
1. Yes
2. No
Using figure 4.2 p88, a model for post-purchase evaluation; which two attributes did Grant perceive to be less than expected and was therefore downgraded?
1. fun atmosphere and location
2. fun atmosphere and quality food
3. fun atmosphere and price
4. price and quality of food
5. price and location
During which stage of the consumer decision process does acquisition,
production and consumption become an entangled process.
1. the prepurchase stage
2. the consumption stage
3. the postpurchase stage
4. the information search stage
5. the problem awareness stage
The _____ is the last step in the consumer decision process.
1. postpurchase stage
2. positioning stage
3. problem identification stage
4. prepurchase stage
5. consumption stage
According to the text, which one of the following is a type of perceived risk?
1. financial risk
2. performance risk
3. social risk
4. psychological risk
5. all of the above
Co-producer risk is directly related to the concept of ______.
1. intangibility
2. heterogeneity
3. inseparability
4. perishability
5. nonstandardization
Which of the following statements is not true?
1. service purchases are perceived as riskier than goods purchases
2. the participation of the consumer in the service process increases the
  amount of perceived risk
3. the variability in services increases the perceived risk associated with the
  purchase
4. consumers of services have less prepurchase information versus goods
5. services are primarily characterized by search attributes
Attributes such as price, fit, and feel are called:
1. experience
2. credence
3. clearwater
4. revival
5. search
Services are primarily characterized by
1. search attributes
2. experience attributes
3. credence attributes
4. a and b
5. b and c
The reason services have few search attributes is primarily attributed to:
1. inseparability
2. heterogeneity
3. intangibility
4. perishability
5. nonstandardization
Which of the following statements is not correct?
1. Service consumers are more brand loyal
2. Personal sources of information are more important to service consumers
  versus nonpersonal sources
3. Service consumers have fewer alternatives to consider
4. Self-service is a viable alternative for many services
5. Customers always prefer customized services to standardized services
Service consumers tend to be more brand loyal than goods consumers
because _____.
1. More choices are available.
2. Brand loyalty lowers the amount of perceived risk.
3. Each service provider provides many brands.
4. The prices of their main provider are usually less expensive.
5. Location of the provider is the major driver in the consumer selection process.
The costs associated with changing from one provider to another are referred to
as:
1. performance costs
2. economic costs
3. selection costs
4. switching costs
5. financial costs
The switching costs associated with the time it takes simply thinking about making a change in service providers is called:
1. emotional costs
2. cognitive costs
3. learning costs
4. performance costs
5. customer habit costs
Switching costs generally associated with changing from one service provider to
another include all of the following except for:
1. performance costs
2. loyal customer discounts
3. emotional costs
4. cognitive costs
5. search costs
When changing dentists, the patient was required to pay for a new set of X-rays.
This type of switching costs is referred to as:
1. performance costs
2. loyal customer discounts
3. emotional costs
4. cognitive costs
5. transaction costs
Consumers of services tend to rely on personal sources of information
more than nonpersonal sources for all of the following reasons except:
1. Many service providers are small and lack the resources or expertise to
  use nonpersonal sources.
2. Opinion leaders play an important role in the purchase of services.
3. Due to intangibility, mass media is an effective tool for communicating
  with service consumers.
4. The use of personal sources reduces the risk associated with the
  purchase.
5. Professional restrictions may limit the use of nonpersonal sources of information
  in some service sectors.
With regards to the number of service alternatives available, which of the
following statements is false?
1. Consumers are aware of fewer alternatives because less prepurchase
  information is available.
2. Self-service, in some instances, is a viable alternative.
3. In general, individual service providers tend to offer only one brand of service.
4. The evoked set for services is smaller.
5. All the above statements are correct.
Which of the following statements about the consumption stage of the consumer
decision process for services is not correct?
1. The activities of buying, using, and disposing occur in a definite order and have clear boundaries between them.
2. The concept of disposal is irrelevant with regards to services.
3. The consumption stage is more complex for services than goods.
4. Consumer evaluation of the service occurs during and after consumption.
5. Service marketers are able to change consumer evaluations during the service
  encounter.
Postpurchase models attempt to describe the process by which consumers
evaluate their purchase decisions. Which of the following models evaluates
services by comparing expectations with perceptions?
1. the role congruence model
2. the perceived-control model
3. the expectancy disconfirmation model
4. the script perspective
5. the Servuction model
The postpurchase model in which consumers evaluate services by the amount of
influence they have over the service encounter is:
1. the role congruence model
2. the perceived-control model
3. the expectancy disconfirmation model
4. the script perspective
5. the Servuction model
The postpurchase model which is based on the idea that in a service encounter,
customers and employees perform roles, and that satisfaction is a function of
role congruence--where actual behaviors are consistent with expected roles is
called:
1. the dissonance model
2. the perceived-control model
3. the expectancy disconfirmation model
4. the script perspective
5. the Servuction model
What type of control has the ability to control what is actually going on?
1. Behavioral control
2. Cognitive control
3. Service control
4. Perception of control
5. None of the above
Roles differ from scripts in that roles are:
1. extra-individual
2. intra-individual
3. capable of being modified through training
4. modified over time with experience
5. flexible
Scripts differ from roles in that scripts are:
1. extra-individual
2. inflexible
3. written
4. intra-individual
5. performed by both employees and customers
Scripts differ from roles in that:
1. scripts also concern the impact of the service setting
2. scripts and roles are terms used to describe the same subject
3. roles are intra-individual
4. scripts are extra-individual
5. scripts cannot be modified via training and experience

Chapter 4: The Consumer Decision Process In Services Marketing

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