Chapter 10: Managing the Firm's Physical Evidence

Which of the following is not a component of a service firm's physical evidence?
1. parking
2. employee appearance
3. billing statements
4. business equipment
5. customer satisfaction
Which of the following is not a component of a service firm's physical evidence?
1. exterior design
2. landscaping
3. firm brochures
4. parking
5. all the above are components of a firm's physical evidence
Which of the following is NOT an element of the physical evidence for a Dance Studio?
1. its parquet dance floor
2. its ad in the local newspaper
3. how experienced its dance instructors are
4. its website
5. a brochure describing its dance lessons and its various payment plans
Which of the following is not a major role of a service firm's physical evidence?
1. socializing employees and customers
2. providing a means for differentiation
3. providing a means for customer price comparisons
4. facilitating the flow of the service delivery process
5. packaging the service
According to the text, one of the advantages of requiring employees to wear uniforms is that it reduces the customer's perception of __________.
1. intangibility
2. inseparability
3. heterogeneity
4. socialization
5. perishability
According to the text, which of the following is not an advantage of requiring employees to wear uniforms?
1. identifies the firm's personnel
2. assists in controlling deviant members
3. provides price expectations to customers
4. implies a coherent group structure
5. provides a physical symbol that embodies the group's ideals and attributes
Pregnant military personnel were originally permitted to wear civilian clothing when pregnant in lieu of their traditional military uniforms. After implementing this policy, the military observed:
1. grateful personnel who could now wear their own clothes
2. jealousy from other personnel who were required to wear uniforms
3. a wide array of dress styles on base
4. personnel who were upset because they now had to worry about what to wear everyday
5. discipline and morale problems because these personnel had begun to lose their identification with their roles as soldiers
__________ is the study of the use of physical evidence to create service environments and its influence on the perceptions and behaviors of individuals.
1. ergonomics
2. environmental psychology
3. physics
4. physical sociology
5. environmental anthropology
The __________ model helps explain the effects of the service environment on consumer behavior.
1. Servuction model
2. scale of market entities
3. conceptual model of service quality
4. service blueprint
5. stimulus-organism-response
The component of the SOR model which describes the recipient of environmental stimuli is:
1. stimulus receiver
2. organism
3. organizations
4. responder
5. stimuli receptor
The emotional state that reflects feelings of control and the ability to act freely within the service environment is referred to as:
1. pleasure-displeasure
2. arousal-nonarousal
3. approach-avoidance
4. dominance-submissiveness
5. cognitive-physiological
Consumer responses to environmental stimuli are characterized by approach or avoidance behaviors. Consumer approach behavior is defined as:
1. a desire to stay
2. a desire to explore
3. a desire to communicate
4. feelings of satisfaction
5. all the above are approach behaviors
Which of the following is an example of an approach behavior?
1. spending money
2. interacting with employees
3. browsing
4. being brand loyal to a service
5. all of the above
When developing servicescapes, firm's recognize that their physical environment will affect employees and customers. This is due primarily to:
1. inseparability
2. intangibility
3. heterogeneity
4. perishability
5. none of the above
Which of the following is NOT an example of an ambient condition in a retail environment?
1. music
2. signs
3. scents
4. lighting
5. colors
Ambient conditions will have the least effect on customer behavior in which of the following servicescapes?
1. a bakery shop
2. an air-conditioned hotel on a hot July day
3. an open five-story parking garage
4. bookstore with an in-store coffee cart
5. a movie theater
In a(n) _______ environment, the service employees are physically present while customers are involved in the service production process at an arm’s length.
1. self-service
2. vertical service
3. remote service
4. saleable service
5. interpersonal service
A __________ is the customer's composite of mental images of the service firm's physical facilities.
1. internal response moderators
2. perceived servicescape
3. cognitive response
4. emotional response
5. physiological response
Consumers who seek convenience over price and personal attention are:
1. economic customers
2. personalized customers
3. apathetic customers
4. ethical customers
5. elastic customers
Which of the following mediates the reaction between the perceived servicescape and customer's and employee's responses to the service environment?
1. internal response moderators
2. the holistic environment
3. individual behaviors
4. social interactions
5. physical environmental dimensions
The emotional states of pleasure-displeasure, arousal-nonarousal, and dominance-submissiveness are types of __________.
1. internal response moderators
2. the holistic environment
3. individual behaviors
4. social interactions
5. physical environmental dimensions
Consumer beliefs, categorization and symbolic meaning are types of:
1. physiological customer responses
2. emotional customer responses
3. individual approach behaviors
4. internal response moderators
5. cognitive customer responses
Consumer moods and attitudes are types of:
1. physiological customer responses
2. emotional customer responses
3. individual approach behaviors
4. internal response moderators
5. cognitive customer responses
Consumer feelings of pain, comfort, and physical fit are types of:
1. physiological customer responses
2. emotional customer responses
3. individual approach behaviors
4. internal response moderators
5. cognitive customer responses
Which of the following senses conveys more information than any of the others?
1. sight
2. sound
3. scent
4. touch
5. taste
The three primary visual stimuli that appeal to consumers on a basic level are:
1. harmony, contrast, and clash
2. size, shape, and color
3. blue, yellow, and green
4. red, blue, and green
5. violet, blue, and red
The actual size of the firm's facility conveys meanings to the firm's target market. Which of the following most accurately describes customer perceptions regarding small facilities?
1. important
2. powerful
3. personal
4. successful
5. stable
Which of the following statements pertaining to colors is false?
1. Hues are the actual colors such as red, blue, or yellow.
2. Warm colors are perceived as aloof or formal.
3. Children appear to favor brighter colors.
4. Adults tend to favor softer tones.
5. Dark colors make large empty spaces look smaller.
Which of the following statements pertaining to the location of the firm is false?
1. Location decisions should consider the amount of customer involvement necessary to provide the service.
2. Low contact firms should consider moving sites that are closer to sources of supply, transportation and labor.
3. The actual location of high-contact services should be a close to the street as possible.
4. Parking should be considered when making site selection decisions.
5. The firm's facility should be compatible with its surrounding environment.
According to results of a study that examined the effects of music on restaurant patrons, which of the following statements is true?
1. consumers spent more money when fast music was played
2. customers were served faster when slow music was played
3. customers had higher bar bills when slower music was played
4. estimated gross margins were higher when fast music was played
5. customers were willing to wait longer for a table when fast music was played
Which of the following color combinations are all warm colors?
1. red, blue, green
2. yellow, blue, violet
3. red, yellow, green
4. yellow, red, orange
5. orange, blue, green
Which of the following colors is perceived as aloof, icy and formal?
1. red
2. blue
3. yellow
4. orange
5. all of the above
Which of the following statements is not true?
1. combinations of warm and cool colors can create relaxing, yet stimulating atmospheres.
2. lighter hues are popular for fixtures
3. darker hues are used for attention grabbers
4. too much violet may dampen consumer spirits
5. all the above are true
__________ encourage quick decisions and work best for businesses where low-involvement purchase decisions are made.
1. response moderators
2. scent appeals
3. warm colors
4. sound appeals
5. taste appeals
__________ are favored when the customer needs to take time to make decisions, such as the time needed to make high-involvement decisions.
1. cool colors
2. scent appeals
3. warm colors
4. sound appeals
5. taste appeals

Chapter 10: Managing the Firm's Physical Evidence

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