Which of the following actions is a restaurant owner most likely to take in order to reduce problems associated with service intangibility?
A) increase entree prices after 6 p.m.
B) provide clean tablecloths and fresh napkins for each new customer
C) empower employees to handle customer complaints
D) offer discounted prices for appetizers ordered during happy hour
E) hold regular employee workshops focusing on customer service
The correct answer and explanation is :
The correct answer is:
B) Provide clean tablecloths and fresh napkins for each new customer.
Explanation:
Service intangibility refers to the fact that services cannot be seen, touched, or stored before they are experienced. Unlike physical products, services are intangible, making it difficult for customers to evaluate them before purchase. This can create uncertainty and hesitation among customers.
To address service intangibility, businesses, including restaurants, often use tangible cues to enhance the perceived quality of their service. Providing clean tablecloths and fresh napkins is a tangible way to reinforce the restaurant’s commitment to cleanliness, quality, and professionalism. It helps create a strong first impression, reassuring customers about the hygiene and overall service quality, thereby reducing their concerns about intangibility.
Other options do not directly address service intangibility as effectively:
- A) Increasing entree prices after 6 p.m. affects pricing strategy rather than service intangibility.
- C) Empowering employees to handle complaints improves service recovery but does not make the service more tangible.
- D) Offering discounted appetizers during happy hour is a pricing tactic to attract customers, not a way to make the service more tangible.
- E) Holding employee workshops on customer service improves service quality but does not create tangible evidence of the service for customers.
Thus, option B is the best choice because it provides customers with a visible and tangible indicator of service quality, addressing the challenge of service intangibility in the restaurant industry.