The service operations system of a restaurant would

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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) 13
31. For customers of credit card companies, which of the following statements are true? (d; Challenging; p. 47) 32. Dental customers ____________ to avoid delays and ensure effective use of dentalprofessionals’ time. a.sit quietly in the waiting roomb.commit positive word-of-mouthc.confirm and honor appointmentsd.should get to know hygienistse.provide accurate histories(c; Easy; p. 49)True/False33. For B2B services, trade shows can be a way to create a need and engage customers’ interest.(True; Easy; p. 35)34. McAfee uses free trial to create more search attributes to assist prospective customers.(True; Easy; p. 38)35. Airlines are considered a low-contact service when compared to auto repair.(False; Moderate; p. 45)36. Thoughtful banks place a telephone beside their ATMs so that customers can call a real person.(True; Easy; p. 45)37. A dental hygienist confirming needs and setting appointment dates with patients is part of the service script for teeth cleaning.

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