Deck 9: Communicating for Service

Question 1

Artificial Intelligence is a relatively new and innovative technology, but is not something that can be utilized within service and hospitality organizations.

Answer 1

False

Question 2

Information about services offered is usually found as part of the service product itself rather than within the service environment.

Answer 2

False

Question 3

Information embedded in the service environment does not enhance or detract from the customer's service experience.

Answer 3

False

Question 4

The front and back of the house operations do not need to communicate that much in hospitality and service organizations because they are independent of one another.

Question 5

Customer-provided information is another source of information guests can utilize to enhance their experience.

Question 6

It is important to share as much information with employees and guests as possible, even if it is not particularly important to them.

Question 7

The service environment directly influences the customer's perception of the quality and value of a service organization.

Question 8

Information can also be considered part of the service product.

Question 9

The service setting itself does not provide useful information to guests of the organization.

Question 10

One way successfully utilized information systems can help service organizations make the delivery of the guest experience's more effective is by allowing organizations to customize their guest's experiences.

Question 11

Some POS systems can be accessed from anywhere around the world.

Question 12

Combining POS and CRM systems can act as a strong support for strategic decision making within service and hospitality organizations.

Question 13

Decision support systems (DSS) are able to help employees make better decisions, but do not replace the decision maker altogether.

Question 14

Graphics are an important way a service organization is able to communicate information through their service environment.

Question 15

Hospitality organizations should adopt the newest technologies as quickly as possible.

Question 16

Information embedded in the service environment should be hidden from customers.

Question 17

The purpose of an information system in a hospitality organization is to assist in creating the service experience that the customer expects.

Question 18

POS systems have complicated the communication between front and back of the house employees.

Question 19

New technologies aim to give guests more of what they want, need, and expect from a service organization.

Question 20

Providing information to the guest is in itself a service that is often just as important as the primary service that the organization provides.

Question 21

Employee empowerment to fix service failures at the point of failure reduces the need for tracking information up through management for decisions to be made later.

Question 22

In recent years, there has been an increased use of relationship marketing, which emphasizes the market-segment-of-one concept.

Question 23

Regardless of whether or not the data is good or bad, all information is important to use in making managerial decisions.

Question 24

What helps communicate the quality and value of the service experience as well as guide the guest's perception of their experience?

A) informational cues
B) data mining
C) cross-selling
D) decision support systems (DSS)

Question 25

Casinos use loyalty program cards to target in on high profit gamblers and entices them to return by offering them complimentary food, rooms, or tickets.

Question 26

Customer transactions, psychographics, and demographics are all examples of useful types of information that can be analyzed through data analytics.

Question 27

What operating model helps determine the optimum number of units to be reordered based on inventory levels, projected demand, and various associated costs?

A) Economic Order Quantity (EOQ)
B) Decision Support Systems (DSS)
C) Data Management Services (DMS)
D) Operational Forecast Systems (OFS)

Question 28

Who can be considered "internal customers" of service organizations?

A) Suppliers
B) End Users
C) Employees
D) Potential Customers

Question 29

What is the biggest challenge when attempting to implement and utilize information systems to enhance the customer service experience?

A) collecting the information
B) identifying where your service is failing or underperforming
C) getting the right information to the right person in an appropriate format and at the appropriate time
D) deciding what information should be shared with customers and what information should not

Question 30

Managers often spend too much time over-emphasizing the qualitative data and not enough time on the quantitative data.

Question 31

Synthesizing large amounts of data to search for useful information through data analytics is often cheap or free with services offered today.

Question 32

The best way to manage information is to keep it in the hands of the managers who make those decisions.

Question 33

Because decision makers have been out of school the longest, they are typically the ones who are most uncomfortable and unfamiliar with new technology.

Question 34

The more a job deals with ambiguous and uncertain situations, the more information is needed to provide quality service product.

Question 35

Data analytics and decision support systems (DSS) can help casinos make decisions about which customers to give incentives and comps to, what type of incentives and comps should be offered, and at what time.

Question 36

Data analytics guarantees helping and organization both find and improve business success and guest experiences.

Question 37

A modeling decision might be appropriate at a hotel in a high crime area to ensure that side doors automatically lock at a specific time.

Question 38

Which of the following is an example of how information about the services offered is part of the service environment?

A) asking a waiter about the specials
B) seeing an advertisement banner on your computer for discount on hotel rooms
C) seeing displayed awards and reviews a restaurant has received
D) talking with locals about where the best cafes are

Question 39

Information embedded in the service environment must be

A) located in various places
B) easily understood by customers
C) hidden from customers
D) hidden from employees

Question 40

What helps employees serve guests more efficiently and effectively by assisting in the communication?

A) Integrated Information Systems
B) Customer Relationship Management (CRM) software
C) Operational Forecast Systems (OFC)
D) Economic Reorder Quantity (EOQ)

Question 41

What are systems that go beyond gathering or delivering information, but also help make and improve business decisions in real time?

A) decision support systems (DSS)
B) point-of-sale (POS) systems
C) customer relationship management (CR) systems
D) operational forecasting systems (OFS)

Question 42

What is one of the major concerns regarding the increasing use of technology in service and hospitality organizations, especially regarding customer information?

A) information overload
B) expense of data analytics
C) too much reliance on technology for decision making
D) maintaining proper security and protection of collected data

Question 43

If information technology systems are utilized to their full potential, hospitality and service organizations should be able to implement what technique to increase profits?

A) cross-selling
B) viral marketing
C) outbound marketing
D) reverse marketing

Question 44

What is information overload?

A) When something goes wrong in the data analytics process.
B) Tendency of an information system to produce and transmit too much data.
C) When the information system shuts down because there is too much data for it to handle.
D) Tendency of information to require a lot of storage space in a computer system.

Question 45

What is the main way in which new technologies do not create greater value to service organizations?

A) Employees don't want to have to learn new ways of doing things.
B) The human contact aspect of the service experience can be lost.
C) They can create confusion for guests.
D) The time it takes to install and implement new technologies.

Question 46

The process of capturing large bodies of information gathered through textual sources for use in business intelligence and research is

A) text diagnostics
B) diagnostic imaging
C) image processing
D) text analytics

Question 47

Sending an e-mail, a text, and a mailed hard copy of critical information is called?

A) redundancy
B) unnecessary
C) repetitive communication
D) inter-disciplinary communication

Question 48

Guest history and ______ are used together to enhance the guest experience by using past experiences to customize future experiences for a guest.

A) data warehousing applications
B) data integration applications
C) big data analytics
D) big data storage

Question 49

Joanna makes a reservation with the front desk of the 5-star Elizabethan Hotel. The Front desk then informs her that the steak house owned by the hotel is also 5-star and has limited reservations left for tonight. She asks Joanna if she would like to make a reservation. This is an example of?

A) up-selling
B) cross-selling
C) profit management
D) yield management

Question 50

What type of technological systems assist in the communication and proper sequencing between front and back of the house service employees?

A) economic order quantity (EOQ)
B) point-of-sale (POS)
C) customer relationship management (CRM)
D) operational forecast systems (OFS)

Question 51

Which one is a source of customer-provided information?

A) Online reviews
B) Awards and certificates
C) Directional signs
D) Customer relationship management software