The service operations system of a restaurant would consist of the kitchen and cooksat its technical core that would be backstage. The interior and exterior of the facility,visible equipment, and wait staff are also part of the service operations system, butare visible to the customer. Other customers would also patronize the restaurant atthe same time and might have an impact on customer perceptions. The visiblefacilities, backstage technical core, staff, and other customers comprise the servicedelivery system. Together, they make up the servuction system.(Challenging; p. 46)APPLICATION CONTENTMultiple Choice Questions
28. To develop effective marketing strategies, marketers must understand how peoplemake decisions about buying and using service, what the experience of servicedelivery and consumption is like for customers, and ____________.
a.how they evaluate competitorsb.how they evaluate the experiencec.how often they utilize competitorsd.how often they complain to the service firme.the length of their relationship with the service firm(b; Challenging; p. 36)
29. An example of a service high in credence attribute is _____________.
(e; Moderate; p. 36)
30. XL Capital portrays its logo as a giant obelisk between cliffs and a lighthouse to ____________.
(b; Challenging; p. 38)