Test Bank ― Chapter 10 Page 1
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Chapter 10
Crafting the Service Environment
GENERAL CONTENT
Multiple Choice Questions
1. Service environments, also called ____________ relate to the style and appearance of
the physical surroundings and other experiential elements encountered by customers
at service delivery sites.
a. service planes
b. servicescapes
c. service boxes
d. servicetomies
e. service vaults
2. The field of ____________ studies how people respond to specific environments.
a. organizational behavior
b. marketing
c. environmental psychology
d. strategic management
3. In environmental psychology the typical outcome variable is ____________ or
____________ of an environment.
a. service; repurchase
b. control; reproach
c. control; avoidance
d. control; sensibility
e. approach; avoidance
4. The two dimensions of Russell’s model of affect are ____________ and
____________.
a. centrality; dominance
b. pleasure; arousal
c. centrality; permanence
d. pleasure; regret
e. fullness; looseness
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
5. The ____________ complex a(n) ____________ process becomes, the more powerful
is its potential impact on ____________.
a. more; affective; cognition
b. more; cognitive; affect
c. less; cognitive; services
d. less; affective; cognition
e. less; cognitive; affect
6. If a service environment is inherently ____________, one should avoid increasing
____________ levels, as this would move customers into the “distressed” region of
Russell’s model.
a. pleasant; arousal
b. pleasant; excitement
c. pleasant; relaxation
d. unpleasant; arousal
e. unpleasant; excitement
7. Which of the following is NOT one of the dimensions of the service environment?
a. Exterior facilities
b. General infrastructure
c. Store layout
d. Interior displays
8. Which of the following is an ambient condition?
a. Facility layout
b. Displays
c. Music
d. Location
e. Price
9. Of the following, which is NOT an ambient condition that irritates shoppers according
to Alain d’Astous?
a. Store is too small
b. Store is not clean
c. Too hot inside the store or the shopping center
d. Music inside the store is too loud
10. Of the following, which is NOT an environmental design condition that irritates
shoppers according to Alain d’Astous?
a. Arrangement of store items is always the same.
b. No mirror in the dressing room.
c. Unable to find what one needs.
d. Directions within the store are inadequate.
e. Store is too small.
True/False
11. Service consumers use service environment as an important quality proxy.
12. Servicescapes help to shape the desired feelings and reactions in customers and
employees.
13. In practice, the large majority of service encounters are routine, involving a high
level cognitive processing and little affect.
14. Ambient conditions refer to those characteristics of the environment pertaining to our
five senses.
15. The use of orange is commonly associated with its ability to encourage verbal
expression.
16. Functionality refers to the floor plan, size and shape of furnishings, counters, and
potential machinery and equipment, and the ways in which they are arranged.
17. Spatial layout refers to the ability of items to facilitate the performance of service
18. Signs are frequently used to teach and reinforce behavioral rules in service settings.
19. The appearance of both service personnel and customers can reinforce or detract
from the impression created by the service environment.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
20. Marketing communications attempt not to attract customers who will enhance the
ambiance with their presence because of potential legal ramifications.
Short Answer
21. What are the three important ways in which the service environment and its
accompanying atmosphere impact buyer behavior?
22. What is the primary focus of the Mehrabian-Russell Stimulus-Response Model?
23. What are the three stages of the Mehrabian-Russell Stimulus-Response Model?
24. List the four key things that signs can be used for in a servicescape.
25. List the four tools that managers can use to guide their design of the service process.
Careful observation, feedback and ideas from frontline staff and customers, field
Test Bank ― Chapter 10 Page 5
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
Essay
26. Describe the challenge inherent in using signs, symbols, and artifacts in a
servicescape and discuss when this task is particularly important.
27. Describe what is meant by an holistic view of a service environment and provide
examples.
APPLICATION CONTENT
Multiple Choice Questions
28. According to Steve Broughton, the key to driving unwanted people away is
____________.
a. classical music
b. laws
c. direct recourse
d. indirect recourse
e. segmentation
29. Which of the following fragrances would you use to boost energy levels and help
make customers feel happy and rejuvenated?
a. Lemon
b. Black pepper
c. Lavender
d. Eucalyptus
e. Rose
Test Bank ― Chapter 10 Page 6
30. The Westin Hotels uses ______________ to ensure that people feel good in the
environment.
a. scent
b. color
c. feng shui
d. music
e. spatial layout
31. Which of the following is the best example of problems created by inappropriate
color usage?
a. Blue chairs in Canada
b. Black bags in London
c. Yellow cars in Switzerland
d. Green buses in Israel
e. Red buses in London
32. The term ____________, used by Dennis Nickson and his colleagues, would most
apply to sales associates at Victoria’s Secret or Calvin Klein.
a. restricted labor
b. value-added labor
c. functional labor
d. aesthetic labor
e. synergistic labor
True/False
33. Facing competition from numerous casinos in other locations, Las Vegas has been
trying to reposition itself away from being an adult destination to a somewhat more
wholesome family fun resort.
34. According to the Mehrabian-Russell Stimulus-Response Model, people avoid
crowded environments because there of the number of people rather than being
deterred by the unpleasant feeling of crowding, people being in the way, or lacking
perceived control.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
35. A spa environment should be designed with low arousal and high pleasantness.
36. Fast music environments have been shown to generate more revenue and get
customers to spend longer amounts of time in an environment than slow music
environments.
37. Staff acting as Cinderella, or seven drawfs at Disney theme parks are part of the
service environment.
Short Answer
38. Describe how movie theaters in the United States are responding to falling
attendance.
39. Discuss how the United Kingdom uses music to discourage jaycustomers in the
subway system.
40. Describe one of the two examples from the book that show a link between scent and
increased spending.
41. A community center that designs classrooms in a U-shaped manner to facilitate
bringing people together is considering which aspect of crafting the service
environment?
Spatial layout.
Essentials of Services Marketing, 2nd Edition
Jochen Wirtz, Patrica Chew and Christopher Lovelock
42. List the five guidelines for parking design described in the chapter.
Essay
43. Describe how Spain’s Guggenheim Museum in Bilbao designs its servicescape to
attract visitors.
44. Describe the design flaws of the Jordan Sheraton Hotel.
45. Describe the design flaws of the new airport lounge in a major Asian city.