Deck 1: The Hospitality Service Strategy

Question 1

The guest experience usually has only one moment of truth.

Answer 1

False

Question 2

In the hospitality industry, the people part of the delivery system is the more important component.

Answer 2

True

Question 3

Service is largely intangible.

Answer 3

True

Question 4

What may create a "wow" experience for guests on a first visit may be only "as expected" the next time.

Question 5

Services tend to be tangible as well as produced and consumed and then paid for.

Question 6

Basic business principles are the same whether the organization is making products or serving customers.

Question 7

The quality of the entire guest experience is the difference between the quality the guest expects and the quality the guest gets.

Question 8

Internal customers are customers who are patronizing the business.

Question 9

The moment of truth can also be referred to as the critical incident.

Question 10

Every guest experience is unique.

Question 11

The organizational goal of a hospitality organization is to overpromise and over-deliver.

Question 12

The organizational employees and units that serve each other and depend on each other can be accurately considered as internal customers.

Question 13

Low quality and low cost, and high quality and high cost, bring about the same perceived value to the guest.

Question 14

Guest experience = service setting + service delivery system + service product

Question 15

The tangible part of a service experience is called the service package.

Question 16

Quality as perceived by the guest will be affected by changes in either guest expectations or organizational performance.

Question 17

Guest focused organizations should trace information and authority from the bottom up.

Question 18

Guests usually accept the organization's definition of its service product.

Question 19

Service quality is most reliably defined by managers, auditors, and rating organizations.

Question 20

The service delivery system frequently has a human part and an inanimate, physical part.

Question 21

The value of the guest experience equals the quality of the experience divided by the financial costs of the experience.

Question 22

A critical incident is either positive or negative, while a moment of truth refers to a positive memorable experience that wows the guest.

Question 23

Providing a high-quality experience often costs the organization less than providing a low-quality experience.

Question 24

According to Theodore Levitt, everybody is in service; it is simply a matter of which industries service components are greater or less.

Question 25

The service package is the entire bundle of tangible and intangibles in a transaction with a service component that makes up a service experience.

Question 26

The service experience is based on the total experiences with a service provider, not each experience independently.

Question 27

An excellent way to provide a "wow" experience for guests is to give them more than they say they want.

Question 28

In the hospitality industry, the service encounter is usually a manager-to-guest interaction.

Question 29

One of the top ten guest complaints listed by Leonard Berry is inadequate communication after problems arise.

Question 30

Hospitality organizations try to estimate guest expectations accurately and then meet them.

Question 31

One of the top ten guest complaints listed by Leonard Berry is employees who text instead of paying attention to the customer or chat with each other while the customer waits.

Question 32

Understanding and appreciating that guests, their expectations, and their capabilities are varied means that truly guest-focused organizations must hone in on their specific target markets.

Question 33

The equation Q_e = Q_ed - Q_ee demonstrates that quality experienced is the difference between what is promised by the marketing team and what is expected by the guest.

Question 34

When guests are wrong, find a way to let them be wrong with dignity.

Question 35

Service quality is equal to the service value divided by all costs incurred by the guests.

Question 36

Intangible costs, such as the time spent by a customer at a restaurant, are not part of the cost and value equation.

Question 37

True service interactions must be face-to-face.

Question 38

Services tend to be both produced and consumed simultaneously.

Question 39

The principles of guestology work better for serving guests than they do for serving customers of other kinds.

Question 40

Most hospitality organizations can maintain sufficient inventory of the service products they sell.

Question 41

The challenge of hospitality is best explained as ______.

A) getting employees to smile at all guests
B) finding employees with good experience in hospitality
C) ensuring that employees always offer the high level of service the guest wants and expects every time, perfectly
D) providing a good product regardless of the setting or the service delivery system

Question 42

In the hospitality field, quality and value can only be defined by ______.

A) The organization
B) The economy
C) The culture
D) The guest

Question 43

The value of a guest experience is equal to ______.

A) the quality of the guest experience; they are the same
B) the quality of the experience divided by the costs of all kinds
C) the dollar value of the experience to guests
D) the price charged for the experience less the cost of goods sold

Question 44

Guestology can be best defined as ______.

A) stories about good experiences of hospitality guests
B) the study of how guests behave in hospitality organizations
C) the art of treating customers like guests
D) The study of the demographics of guests

Question 45

An organization knows it has met guest expectations when ______.

A) the service experience is delivered exactly the way the organization wanted it to be delivered
B) guests report that their expectations have been met
C) the guest experience as advertised and as delivered are the same
D) the employees report to management that guest expectations have been met

Question 46

Hospitality employees respond best to managerial strategies different from those to which manufacturing employees respond.

Question 47

The study of guests is important because ______.

A) sometimes they do what you want and sometimes they don't
B) managing guests is like making cars-you have to study them to understand them
C) your guest defines the value and quality of your service
D) guest-focused organizations have higher employee morale

Question 48

A guestologist ______.

A) Asks guests their opinion of the service experience
B) Plans for the expectations of a company's targeted customers
C) Is an experienced guest
D) Is someone who interacts with guests during the service experience

Question 49

The major responsibility for fulfilling the expectations created by the marketing department and by the past experiences of repeat guests lies with ______.

A) The marketing department of the organization
B) The operations side of the organization
C) The advertising department of the organization
D) The general manager of the organization

Question 50

The first step in understanding how to manage the guest experience is ______.

A) defining the service product
B) organizing the top management team
C) hiring the right people
D) understanding the guests in the target market

Question 51

The primary challenge to the hospitality service provider is ______.

A) The uniqueness of each guest experience
B) The actions of the employees directly interacting with customers
C) The global nature of the industry
D) The successful collaboration of different departments of a company

Question 52

Who defines the quality and value of the hospitality experience?

A) J. D. Power
B) Consumer Reports
C) organizational managers, when they design the experience in the first place
D) the guest

Question 53

The service product is ______.

A) the entire bundle of tangibles and intangibles provided by the service organization
B) only the tangible part of the service experience
C) only the intangible part of the service experience
D) the same thing as the service experience

Question 54

The moment of truth refers to ______.

A) the term used at Walt Disney World when a security guard suspects a guest of stealing
B) the moment when a chef receives a food order from a server
C) one single moment during a variety of interactions between the guest and the organization
D) a term used by Bruce Laval to describe a phase of guestology

Question 55

The term servicescape refers to ______.

A) a Carnival Cruise Lines vacation package
B) the service setting or environment
C) a way to get out of a service experience
D) the service product

Question 56

A major tool guestologists use is ______.

A) Observation
B) Surveying
C) Theorizing
D) Probabilistic Statistics

Question 57

We have transitioned from a service economy to a(n) ______.

A) Industrial economy
B) Information economy
C) Experience economy
D) Luxury economy

Question 58

The quality of the guest-service experience is defined as ______.

A) the difference between what the guest expected and what the guest actually got
B) inversely proportional to the cost
C) an objectively determined value that can be calculated by the formula Q_e = Q_ed - Q_ee
D) The absolute value as defined by the formula. Q_ed + Q_ee/Q_e

Question 59

In which way is service not rendered to people?

A) directly by person-to-person service encounters
B) directly by person-to-property service encounters
C) indirectly by high-tech service devices
D) indirectly by product manufacturing

Question 60

The principles of guestology can be applied appropriately to ______.

A) internal customers
B) external customers
C) both internal and external customers
D) neither internal nor external customers

Question 61

Which department in an organization creates the expectations guests need to be delivered?

A) Operations
B) Marketing
C) Management
D) Accounting

Question 62

Which type of statistics is used by guestologists to identify how organizations can respond to guests needs, wants, capabilities, and expectations?

A) actuary
B) economic
C) regression
D) probabilistic

Question 63

When complaining, which of the following includes the guest's most bothersome issue?

A) impersonal service
B) employees annoyed by requests for assistance
C) harsh, disrespectful treatment by employees
D) mistake-free, careful, and reliable service

Question 64

Which of the following is an example of the physical production process in the service delivery system at a restaurant?

A) the cooking of the food
B) the serving of the food
C) the management checking on tables
D) the point-of-sales system

Question 65

In which of the following scenarios does the value of the experience exceed expectation?

A) low quality, low cost
B) high quality, low cost
C) high quality, high cost
D) low quality, high cost

Question 66

Responsibility for bringing first-time or infrequent guests to the organization usually lies with the ______.

A) operations department for delivering service that enhances the organization's reputation
B) marketing department for making promises about what expectations will be met
C) corporate leadership for making strategic decisions on which demographics to pursue
D) the accounting department who sets the prices

Question 67

Guestology is different than traditional management thinking because

A) It focuses on complex organizational design.
B) It focuses on looking at the guest experience systematically from the guest's point of view.
C) It focuses on lean production and organizational efficiency.
D) It focuses on looking at the guest experience from the employees' point of view.

Question 68

What does guestology do differently from traditional management thinking?

A) It makes employees the top priority.
B) It incorporates social psychology into the planning process.
C) It forces the organization to start its analysis of the guest experience from the customer's or guest's point of view.
D) Uses guest's financial ability to pay to lead product development.

Question 69

KSAs stand for ______.

A) Key Strategic Activities
B) Knowledge, Skills, and Abilities
C) Knowing Service Actions
D) Keeping Service Alert