Chap012 - CHAPTER 12 MANAGING SERVICES MULTIPLE CHOICE...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 12 MANAGING SERVICES MULTIPLE CHOICE QUESTIONS 12-1 CHAPTER OPENING EXAMPLE: HARD ROCK CAFÉ APPLICATION Hard Rock Cafés are designed to spread the spirit of rock ‘n’ roll by delivering an exceptional entertainment and dining _____. a. credence b. tangibility c. search d. experience e. evidence Answer: d Page: 321-322 Other Locations: W Rationale: The Hard Rock Cafés are competing for customers by offering an enjoyable, memorable experience rather than a traditional service transaction. 12-2 CHAPTER OPENING EXAMPLE: HARD ROCK CAFÉ APPLICATION The décor of the Hard Rock Café is designed to show that this café will provide a memorable experience when patrons walk into the restaurant even before they sample any of the café's amenities. Its décor is one way the management of the café chain deals with: a. the inventory costs associated with service. b. the intangibility of services. c. the incongruity of services. d. off-peak pricing. e. all of the above. Answer: b Page: 323 Rationale: Restaurants provide an intangible service. The music theme provides tangible evidence that the service will be enjoyable. 694
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
12-3 CHAPTER OPENING EXAMPLE: HARD ROCK CAFÉ APPLICATION Hard Rock Cafés are decorated with rock memorabilia donated by famous musicians. However, not every restaurant in the chain can have a guitar signed by Pete Townshend. Conceivably, customers could be disappointed with their visits to a Hard Rock Café because they did not see memorabilia relating to their favorite rock stars. This inability to make sure that every café has the same décor is an example of services’: a. inconsistency. b. intangibility. c. incongruity. d. inflexibility. e. inventory problems. Answer: a Page: 324 Other Locations: W Rationale: The quality of service is often inconsistent--for a variety of reasons. In this case, the décor varies from restaurant to restaurant. 12-4 CHAPTER OPENING EXAMPLE: HARD ROCK CAFÉ APPLICATION Hard Rock Café's Web page can be used as an entertainment portal to listen to and purchase music, buy memorabilia, and subscribe to digital music programming. These e-commerce elements add to the unique and distinctive _____ Hard Rock Café wants to create for its customers. a. credence b. tangibility c. search d. experience e. evidence Answer: d Page: 321-322 Other Locations: SG Rationale: Hard Rock Café uses the Web and e-commerce technology to add to the Hard Rock Café experience. . 12-5 CHAPTER OPENING EXAMPLE: HARD ROCK CAFÉ CONCEPTUAL A recent trend in service is the addition of experiential elements to the service. To compete with other service providers, services are creating multisensory experiences for their consumers. Hard Rock Café is a part of the trend because it is not simply a restaurant, but an entertainment facility.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 49

Chap012 - CHAPTER 12 MANAGING SERVICES MULTIPLE CHOICE...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online