Services Mktg_Module 2 & 3

What is consumer behavior according to Engel, Blackwell, and Miniard?

• The process of selling goods and services to individuals.

• The actions and decision processes of people who purchase goods and services for personal consumption.

• The study of market trends and economic factors.

• The behavior of organizations in the marketplace.

Which of the following is NOT an importance of understanding consumer behavior in the service industry?

• Enhancing customer satisfaction by providing tailored services.

• Developing effective marketing strategies based on consumer preferences and trends

• Improving the supply chain logistics of products

• Gaining a competitive edge in the market

In the pre-consumption stage of the service consumption model, which of the following is NOT involved?

• Need recognition

• Information search

• Alternative evaluation

• Service delivery

What is one way service consumers manage risk?

• Ignoring the service provider's reputation

• Relying on personal sources who may have used the service

• Avoiding any form of interaction with service employees

• Choosing the least expensive service option

Which of the following is NOT one of the five dimensions of the RATER model?

• Reliability

• Tangibles

• Economy

• Empathy

What is the primary focus of the SERVQUAL instrument?

• To measure employee satisfaction

• To track inventory efficiency

• To assess perceived service quality gaps

• To design pricing strategies

In the RATER model, "Assurance" refers to:

• Providing prompt service

• Keeping facilities neat and clean

• Knowledge and courtesy of employees and their ability to inspire trust

• Providing personalized service

Which of the following statements best explains the Reliability dimension in the RATER model?

• The ability to perform the promised service dependably and accurately

• The ability to respond to customer complaint

• The physical appearance of facilities and equipment

• The emotional connection with customers

A customer books a cab via an Indian ride-hailing app, but the driver cancels without notice. This indicates a failure in which RATER dimension?

• Tangibles

• Assurance

• Reliability

• Empathy

A patient visiting a government hospital in India finds the waiting area unclean and poorly maintained. This reflects a gap in which RATER dimension?

• Empathy

• Tangibles

• Responsiveness

• Assurance