A Customer Who Is Interested in the Self-Service Option Would

question 40

Multiple Choice

A customer who is interested in the self-service option would find which of the following dimensions of service most important?

• A) Risk involvement.
• B) Customer's control of the situation.
• C) Amount of time involved.
• D) Efficiency of the service process.

---

Definitions:

Festinger And Carlsmith

Researchers known for their 1959 cognitive dissonance experiment, which investigated the effects of forced compliance behavior on changing attitudes.

Cognitive Dissonance

A state of psychological conflict arising from holding conflicting beliefs or values, leading to feelings of discomfort and the motivation to achieve consonance.

Cognitive Dissonance Theory

A psychological theory that suggests that individuals experience discomfort (dissonance) arising from inconsistent attitudes, beliefs, or behaviors and are motivated to reduce this discomfort by changing their attitudes, beliefs, or actions.

Severe Initiations

The concept that undergoing difficult or intense initiation processes can increase individuals' valuation and commitment to a group.