, TESTBANK for Services Marketing Concepts,
Strategies, & Cases, 6th Edition K. Douglas
Hoffman
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many
new editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,Chapter 01: An Introduction to Services
1. Which of the following reflects the view that the intangible aspects of products are becoming the key
features that differentiate the products in the marketplace?
a. Services marketing
b. Servuction model
c. Service imperative
d. Servicescape
ANSWER: c
FEEDBACK: a.
b.
c. According to the service imperative, the intangible aspects of the
product are becoming more and more the key features that
differentiate products in the marketplace.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Applying
2. A viewpoint where manufacturing is king, and services are viewed as subservient to goods, is known as
__________.
a. service imperative
b. materialismo snobbery
c. manufacturing dominant
d. bundle of benefits
ANSWER: b
FEEDBACK: a.
b. Materialism snobbery is a viewpoint where manufacturing is king,
and services are viewed as subservient to goods.
c.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Remembering
3. General Motors’ largest supplier is __________.
a. Blue Cross-Blue Shield Insurance
b. GMAC Financing
c. a parts supplier
d. a legal firm
ANSWER: a
FEEDBACK: a. General Motors, the “goods” manufacturing giant, generates 10%
Copyright Cengage Learning. Powered by Cognero. Page 1
, of its revenue, which equates to $14 billion from its financial
businesses, and the car maker’s biggest supplier is Blue Cross-
Blue Shield, not a parts supplier for steel, tires, or glass, as most
people would have thought.
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
4. Which of the following sets of terms best describes a service?
a. Objects, devices, and performances
b. Effort, objects, and deeds
c. Things, devices, and performances
d. Deeds, effort, and performances
ANSWER: d
FEEDBACK: a.
b.
c.
d. In general, goods are defined as objects, devices, or things,
whereas services are defined as deeds, efforts, or performances.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Remembering
5. On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to
the extreme right, investment management services would appear __________.
a. to the extreme left
b. mid-left
c. in the middle
d. mid-right
ANSWER: d
FEEDBACK: a.
b.
c.
d. Figure 1-3. The Scale of Market Entities displays a continuum of
products based on their tangibility, where goods are labeled as
tangible dominant (mid-right) and services as intangible dominant
(mid-left).
POINTS: 1
Copyright Cengage Learning. Powered by Cognero. Page 2
,REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Understanding
6. The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the
__________.
a. services triangle
b. servuction model
c. scale of market entities
d. service-profit chain
ANSWER: c
FEEDBACK: a.
b.
c. The Scale of Market Entities is the scale that displays a range of
products along a continuum based on their tangibility, ranging
from tangible-dominant to intangible-dominant.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Remembering
7. On the scale of market entities, where would businesses such as fast-food restaurants fall?
a. On the extreme end of the intangible-dominant side
b. On the extreme end of the intangible-dominant side
c. In the middle of the continuum
d. Left of the middle toward the tangible-dominant side
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of
products based on their tangibility, where goods are labeled as
tangible-dominant (mid-right) and services as intangible-
dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Analyzing
8. Which of the following fields would be least likely to be described as intangible-dominant?
Copyright Cengage Learning. Powered by Cognero. Page 3
, a. Manufacturing
b. Education
c. Insurance
d. Banking
ANSWER: a
FEEDBACK: a. Figure 1-3. The Scale of Market Entities displays a continuum of products based
tangibility, where goods are labeled as tangible-dominant (mid-right) and service
intangible-dominant (mid-left).
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Analyzing
9. Which of the following is an example of intangible-dominant?
a. A steakhouse
b. A car rental agency
c. Math tutoring
d. A magazine subscription
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of
products based on their tangibility, where goods are labeled as
tangible-dominant (mid-right) and services as intangible-
dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Analyzing
10. Which of the following statements is true?
a. Consumers evaluate goods and services the same.
b. Goods are intangible-dominant.
c. Goods are tangible-dominant.
d. Consumers evaluate goods based on the experiential aspects provided.
ANSWER: c
FEEDBACK: a.
b.
Copyright Cengage Learning. Powered by Cognero. Page 4
, c. Tangible dominant goods possess physical properties that can
be felt, tasted, and seen prior to the consumer’s purchase
decision.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Remembering
11. The economic value of transforming goods into services is illustrated by paying __________.
a. $3 for a pound of coffee beans at the market
b. $6 for getting your car washed
c. $7 for a cup of coffee in a five-star restaurant
d. $7 to have your dog walked
ANSWER: c
FEEDBACK: a.
b.
c. When processed, packaged, and sold in the grocery store as a
good, the price of coffee jumps to approximately 25 cents a cup.
When that same cup is sold in a local restaurant, the coffee takes
on more service aspects and sells for roughly $7 per cup.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Applying
12. A condition of firms that define their businesses too narrowly is known as __________.
a. marketing myopia
b. market-focused
c. scale of market entities
d. tangible-dominant
ANSWER: a
FEEDBACK: a. Marketing myopia is a condition of firms that define their
businesses too narrowly, such as firms that produce tangible
products and overlook the service aspects of their products.
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
Copyright Cengage Learning. Powered by Cognero. Page 5
,LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
13. A conceptual model of the relationship between the tangible and intangible components of a firm’s
operations as experienced by the customer is known as the _________.
a. servuction model
b. molecular model
c. servicescape model
d. e-service model
ANSWER: b
FEEDBACK: a.
b. A molecular model is a conceptual model of the relationship
between the tangible and intangible components of a firm’s
operations as experienced by the consumer.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
14. The encapsulation of the remunerations of a product in the consumer’s mind is called the
__________.
a. servuction model
b. benefit concept
c. service triangle
d. service-profit chain
ANSWER: b
FEEDBACK: a.
b. Benefit concept is the encapsulation of the benefits of a product
in the consumer's mind.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Remembering
15. According to the servuction model, factors that influence the customer’s service experience include
all of the following except __________.
a. price
b. contact personnel/service providers
c. other customers
Copyright Cengage Learning. Powered by Cognero. Page 6
, d. servicescape
ANSWER: a
FEEDBACK: a. A servuction model is used to illustrate the four factors that influence the service
including the servicescape, contact personnel/service providers, other customers
invisible parts of the organization and systems.
b.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Understanding
16. Which of the following components of the servuction model is invisible to consumers?
a. Servicescape
b. Organization and systems
c. Other customers
d. Contact personnel
ANSWER: b
FEEDBACK: a.
b. A servuction model is used to illustrate the four factors that
influence the service experience, including the servicescape,
contact personnel/service providers, other customers, and the
invisible parts of the organization and systems.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Analyzing
17. A customer who notices dirty silverware and a dirty floor in their favorite restaurant and loses their
appetite has been influenced by which of the following components of the servuction model?
a. Servicescape
b. Organization and systems
c. Other customers
d. Contact personnel
ANSWER: a
FEEDBACK: a. A servuction model is used to illustrate the four factors that
influence the service experience, including the servicescape,
contact personnel/service providers, other customers, and the
invisible parts of the organization and systems.
b.
Copyright Cengage Learning. Powered by Cognero. Page 7
, c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Applying
18. Servicescape consists of which of the following features?
a. Contact personnel
b. Inanimate objects
c. Employees
d. Service providers
ANSWER: b
FEEDBACK: a.
b. Servicescape is the use of physical evidence to design service
environments, consisting of inanimate objects, furnishings, and
business equipment; personal artifacts such as family pictures;
and personal collections.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Analyzing
19. The component of the servuction model over which most service firms have the least control is
__________.
a. servicescape
b. organization and systems
c. other customers
d. contact personnel
ANSWER: c
FEEDBACK: a.
b.
c. A servuction model is used to illustrate the four factors that
influence the service experience, including the servicescape,
contact personnel/service providers, other customers, and the
invisible parts of the organization and systems.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
Copyright Cengage Learning. Powered by Cognero. Page 8
Strategies, & Cases, 6th Edition K. Douglas
Hoffman
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many
new editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,Chapter 01: An Introduction to Services
1. Which of the following reflects the view that the intangible aspects of products are becoming the key
features that differentiate the products in the marketplace?
a. Services marketing
b. Servuction model
c. Service imperative
d. Servicescape
ANSWER: c
FEEDBACK: a.
b.
c. According to the service imperative, the intangible aspects of the
product are becoming more and more the key features that
differentiate products in the marketplace.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Applying
2. A viewpoint where manufacturing is king, and services are viewed as subservient to goods, is known as
__________.
a. service imperative
b. materialismo snobbery
c. manufacturing dominant
d. bundle of benefits
ANSWER: b
FEEDBACK: a.
b. Materialism snobbery is a viewpoint where manufacturing is king,
and services are viewed as subservient to goods.
c.
d.
POINTS: 1
REFERENCES: The Growing Dominance of Services
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Remembering
3. General Motors’ largest supplier is __________.
a. Blue Cross-Blue Shield Insurance
b. GMAC Financing
c. a parts supplier
d. a legal firm
ANSWER: a
FEEDBACK: a. General Motors, the “goods” manufacturing giant, generates 10%
Copyright Cengage Learning. Powered by Cognero. Page 1
, of its revenue, which equates to $14 billion from its financial
businesses, and the car maker’s biggest supplier is Blue Cross-
Blue Shield, not a parts supplier for steel, tires, or glass, as most
people would have thought.
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
4. Which of the following sets of terms best describes a service?
a. Objects, devices, and performances
b. Effort, objects, and deeds
c. Things, devices, and performances
d. Deeds, effort, and performances
ANSWER: d
FEEDBACK: a.
b.
c.
d. In general, goods are defined as objects, devices, or things,
whereas services are defined as deeds, efforts, or performances.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Remembering
5. On the scale of market entities, with tangible-dominant to the extreme left and intangible-dominant to
the extreme right, investment management services would appear __________.
a. to the extreme left
b. mid-left
c. in the middle
d. mid-right
ANSWER: d
FEEDBACK: a.
b.
c.
d. Figure 1-3. The Scale of Market Entities displays a continuum of
products based on their tangibility, where goods are labeled as
tangible dominant (mid-right) and services as intangible dominant
(mid-left).
POINTS: 1
Copyright Cengage Learning. Powered by Cognero. Page 2
,REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Understanding
6. The continuum that ranges from tangible-dominant to intangible-dominant is referred to as the
__________.
a. services triangle
b. servuction model
c. scale of market entities
d. service-profit chain
ANSWER: c
FEEDBACK: a.
b.
c. The Scale of Market Entities is the scale that displays a range of
products along a continuum based on their tangibility, ranging
from tangible-dominant to intangible-dominant.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Remembering
7. On the scale of market entities, where would businesses such as fast-food restaurants fall?
a. On the extreme end of the intangible-dominant side
b. On the extreme end of the intangible-dominant side
c. In the middle of the continuum
d. Left of the middle toward the tangible-dominant side
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of
products based on their tangibility, where goods are labeled as
tangible-dominant (mid-right) and services as intangible-
dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Analyzing
8. Which of the following fields would be least likely to be described as intangible-dominant?
Copyright Cengage Learning. Powered by Cognero. Page 3
, a. Manufacturing
b. Education
c. Insurance
d. Banking
ANSWER: a
FEEDBACK: a. Figure 1-3. The Scale of Market Entities displays a continuum of products based
tangibility, where goods are labeled as tangible-dominant (mid-right) and service
intangible-dominant (mid-left).
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Analyzing
9. Which of the following is an example of intangible-dominant?
a. A steakhouse
b. A car rental agency
c. Math tutoring
d. A magazine subscription
ANSWER: c
FEEDBACK: a.
b.
c. Figure 1-3. The Scale of Market Entities displays a continuum of
products based on their tangibility, where goods are labeled as
tangible-dominant (mid-right) and services as intangible-
dominant (mid-left).
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Analyzing
10. Which of the following statements is true?
a. Consumers evaluate goods and services the same.
b. Goods are intangible-dominant.
c. Goods are tangible-dominant.
d. Consumers evaluate goods based on the experiential aspects provided.
ANSWER: c
FEEDBACK: a.
b.
Copyright Cengage Learning. Powered by Cognero. Page 4
, c. Tangible dominant goods possess physical properties that can
be felt, tasted, and seen prior to the consumer’s purchase
decision.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-01 - Contrast the fundamental difference between goods and services.
KEYWORDS: Bloom’s: Remembering
11. The economic value of transforming goods into services is illustrated by paying __________.
a. $3 for a pound of coffee beans at the market
b. $6 for getting your car washed
c. $7 for a cup of coffee in a five-star restaurant
d. $7 to have your dog walked
ANSWER: c
FEEDBACK: a.
b.
c. When processed, packaged, and sold in the grocery store as a
good, the price of coffee jumps to approximately 25 cents a cup.
When that same cup is sold in a local restaurant, the coffee takes
on more service aspects and sells for roughly $7 per cup.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Applying
12. A condition of firms that define their businesses too narrowly is known as __________.
a. marketing myopia
b. market-focused
c. scale of market entities
d. tangible-dominant
ANSWER: a
FEEDBACK: a. Marketing myopia is a condition of firms that define their
businesses too narrowly, such as firms that produce tangible
products and overlook the service aspects of their products.
b.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
Copyright Cengage Learning. Powered by Cognero. Page 5
,LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
13. A conceptual model of the relationship between the tangible and intangible components of a firm’s
operations as experienced by the customer is known as the _________.
a. servuction model
b. molecular model
c. servicescape model
d. e-service model
ANSWER: b
FEEDBACK: a.
b. A molecular model is a conceptual model of the relationship
between the tangible and intangible components of a firm’s
operations as experienced by the consumer.
c.
d.
POINTS: 1
REFERENCES: The Anatomy of a Service
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-02 - Explain the growing dominance of services.
KEYWORDS: Bloom’s: Remembering
14. The encapsulation of the remunerations of a product in the consumer’s mind is called the
__________.
a. servuction model
b. benefit concept
c. service triangle
d. service-profit chain
ANSWER: b
FEEDBACK: a.
b. Benefit concept is the encapsulation of the benefits of a product
in the consumer's mind.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Remembering
15. According to the servuction model, factors that influence the customer’s service experience include
all of the following except __________.
a. price
b. contact personnel/service providers
c. other customers
Copyright Cengage Learning. Powered by Cognero. Page 6
, d. servicescape
ANSWER: a
FEEDBACK: a. A servuction model is used to illustrate the four factors that influence the service
including the servicescape, contact personnel/service providers, other customers
invisible parts of the organization and systems.
b.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Understanding
16. Which of the following components of the servuction model is invisible to consumers?
a. Servicescape
b. Organization and systems
c. Other customers
d. Contact personnel
ANSWER: b
FEEDBACK: a.
b. A servuction model is used to illustrate the four factors that
influence the service experience, including the servicescape,
contact personnel/service providers, other customers, and the
invisible parts of the organization and systems.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Analyzing
17. A customer who notices dirty silverware and a dirty floor in their favorite restaurant and loses their
appetite has been influenced by which of the following components of the servuction model?
a. Servicescape
b. Organization and systems
c. Other customers
d. Contact personnel
ANSWER: a
FEEDBACK: a. A servuction model is used to illustrate the four factors that
influence the service experience, including the servicescape,
contact personnel/service providers, other customers, and the
invisible parts of the organization and systems.
b.
Copyright Cengage Learning. Powered by Cognero. Page 7
, c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Applying
18. Servicescape consists of which of the following features?
a. Contact personnel
b. Inanimate objects
c. Employees
d. Service providers
ANSWER: b
FEEDBACK: a.
b. Servicescape is the use of physical evidence to design service
environments, consisting of inanimate objects, furnishings, and
business equipment; personal artifacts such as family pictures;
and personal collections.
c.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
LEARNING OBJECTIVES: 01-03 - Outline the anatomy of a service experience.
KEYWORDS: Bloom’s: Analyzing
19. The component of the servuction model over which most service firms have the least control is
__________.
a. servicescape
b. organization and systems
c. other customers
d. contact personnel
ANSWER: c
FEEDBACK: a.
b.
c. A servuction model is used to illustrate the four factors that
influence the service experience, including the servicescape,
contact personnel/service providers, other customers, and the
invisible parts of the organization and systems.
d.
POINTS: 1
REFERENCES: Creating and Managing Compelling Service Experiences
QUESTION TYPE: Multiple Choice
HAS VARIABLES: False
Copyright Cengage Learning. Powered by Cognero. Page 8
