Consumer Behavior in Service Marketing Context

What are the three stages of consumer decision-making in services?

• Need recognition, Purchase, Post-purchase

• Pre-purchase, Service Encounter, Post-purchase

• Information search, Evaluation, Purchase

• Problem identification, Service consumption, Review

In the pre-purchase stage, what is the "evoked set"?

• The total number of services available in the market

• A set of possible services or brands a customer considers

• A list of services already used by a customer

• The final service chosen by a customer

Which of the following is NOT a type of perceived risk?

• Functional risk

• Temporal risk

• Psychological risk

• Environmental risk

What is the key factor influencing the purchase decision when perceived risks are low?

• Brand reputation

• Customer service

• Price

• Personal recommendations

Which service attribute can be evaluated before purchase?

• Search attributes

• Experience attributes

• Credence attributes

• Psychological attributes

What does the "zone of tolerance" refer to in service expectations?

• The minimum level of service a customer is willing to accept

• The range in which customers accept variations in service

• The ideal level of service customers expect

• The lowest price a customer is willing to pay for service

What is an example of a high-contact service?

• Internet banking

• Movie theater

• Haircut

• Cable TV

What is the key distinction between high-contact and low-contact services?

• The level of customer satisfaction

• The amount of interaction between customers and service personnel

• The price of the service

• The quality of service

The "Servuction System" consists of which two main areas?

• Service operations and service marketing

• Service production and service distribution

• Service operations (front & backstage) and service delivery

• Service employees and service equipment

Which of the following best describes a "service script"?

• A written document outlining the terms of service

• The process by which services are delivered electronically

• The sequence of behaviors expected from employees and customers

• A checklist for evaluating service quality