HFT3540 Final
The affect structure states that the opposite of Arousing is ______ and the opposite of pleasant is ______
Sleepy; unpleasant
Customers with bad experience tell approximately ______ people
11
What is the ideal level of occupancy?
80-90%
When hospitality companies consult its guests about what they like or dislike about guest experience
Guest as a Consultant
Allowing employees to make their own decisions is called:
Job autonomy
How one job related to other jobs, how the job fit into the overall organizations mission, goals, and objectives is called _______
Job centext
The tasks a procedures necessary for doing a job is called _____
Job content
KSA stands for
Knowledge, Skills, Abilities
When workers have joined an organization and work comfortably, it is assumed that they have satisfied their ________, _______, and ______ needs
Physiological; safety; belonging
When a customer has refusals and needs to be kicked out it is called
"Fire the Guest"
Treating customers like guests and managing the company from the guest's point of view
"Guestrology"
When the interviewer gives a hypothetical situation and are looking for the interviewee's POV/approach, it is called ______
Critical Incident
How well something with a functional purpose fits into the environment
Functional congruency (Functionality)
Development is typically focused on getting people ready for their ______
Future
"Hire the attitude and values, _______"
Train for skills
Guest ______ when people learn what they are supposed to do to enjoy the experience by observing others
Train guests
"Select the best and __________"
Train the rest
A guest can be involved with a hospitality company as a ______ of the service providers and system
Manager
What are the trends in the US employment regarding service, manufacturing, and agriculture?
Manufacturing and agriculture are declining; service is inclining.
When customers wait in a long line and are called by the employee when ready EX movie theater ticket lines
Multi-Chanel, Single-Phase Queue
According to Gilmore and Pine's experience economy, the major problem/concern hotel industry was ________
Commoditization
How do you ensure that the subcultures are mainly consistent with the overall cultural values?
Communication
How are experiences different from services?
Companies go above and beyond to stand out
When people are purchasing "service", they are paying for ________.
Activities
Keeping the wait as short as possible by ensuring the appropriate capacity
Actual Management
The result of a company matching a core competency to opportunities in the marketplace
Competitive advantage
Only _______ can cause employees to exert more effort and thereby attain more productivity
Motivators
When customers wait for the next available employee, then must do the same again
Multi-Chanel, Multiphase Queue
When an employee perceives different role expectations from different sources:
Role conflict
When people behave in their roles in predictable patterns usually influenced by others:
Role theory
When multiple customers wait in line for 1 person. EX dentist office
Single-Channel, Single-Phase Queue
These customers will complain in every aspect to every party, complaining fits their personality norms:
Activists
Special niche puts the ______ first
Customer's needs
Who defines the organizational culture?
Leaders
High turn over rates -> hire new employees -> _________
increase training costs
It is impossible to have enough capacity for "_______" without having capacity remaining empty during normal demand periods
"Peak Demands"
5 dimensions of service quality
"RATER" 1. Reliability 2. Assurance 3. Tangibles 4. Empathy 5. Responsiveness
Food, decor, and customer-employee interactions all create the "_____"
"Show"
2 levels of the employee learning curve:
1. Competence 2. Mastery
Disadvantages for the organization when using "guest as coproducers" method:
-Increase design cost -Guest training cost -Variability in guests
Disadvantages for the customer when using "guest as coproducers" method:
-Learning curve -May frustrate guests -May diminish service level
Advantages for the customer when using "guest as coproducers" method:
-Pay less -Increase interest -Improves quality and satisfaction
Advantages for the organization when using "guest as coproducers" method:
-Reduce labor costs -Speed -Reduces service failure
Exit/switch 3 main reasons are:
1. Core service failures 2. Service delivery failures 3. Unsatisfactory employee response to service failure
Porter's 3 generic positioning strategies are:
1. A lower price 2. Differentiation 3. Special niche
What 3 dimensions of personality traits are needed in the hospitality industry?
1. Agreeableness 2. Conscientiousness 3. Emotional Stablity
The 5 elements of Servicescape:
1. Ambient conditions 2. Use of Space 3. Functionality 4. Signs and symbols 5. Other people
4 techniques to measure service quality AFTER the experience:
1. Comment cards 2. Surveys 3. Guest focus groups 4. Mystery shoppers
The structured interview includes _____ (3)
1. Critical incidents 2. Work competency 3. Willingness to do the job as designed
3 ways to manage perceived waits:
1. Decrease stress of long wait lines 2. Provide activities or entertainment 3. Provide explinations
5 ways to manage actual waits:
1. Demand management 2. Line Management 3. Virtual Management 4. Close the doors to future customers 5. Speed-up the service delivery process
Advantages of creating themes: (2)
1. Differentiation 2. Memorable
A strong culture helps an organization in two ways:
1. Directs behavior 2. It gives employees a sense of purpose and makes them feel good about their company
The 5 environmental components of an external assessment are:
1. Economy 2. Society & demographics 3. Ecology 4. Politics 5. Technology
3 perspectives of problems come form :
1. Employees 2. Systems 3. Customers
5 steps determining the guest response to environmental influences:
1. Environmental elements 2. Perception of servicescape (2 & 3 happen at same time) 3. Individual moderators 4. Response to service enironment 5. Behavioral outcome
4 customer responses to service failure
1. Exit/Switch (never return) 2. Complaints 3. Negative WOM 4. 3rd party action
5 dimension of personality traits:
1. Extroversion 2. Agreeableness 3. Conscientiousness 4. Emotional Stability 5. Oppeness to experience
A weak culture harms an organization in 3 ways:
1. Few/no common values and norms 2. Employees are bounded by policies and regulations 3. no established values
Managers must consider these 3 factors when making the capacity decision:
1. How many people will arrive for the service 2. At what rate will they arrive 3. How long will the service take
3 types of training
1. Internal 2. External 3. Specialized
Hospitality strategic planning can be assessed in two ways
1. Internal assessments 2.External (environmental) assessments
5 techniques for assessing service quality DURING the service experience:
1. Job performance standards 2. Managerial observation of the delivery process 3. Employee observation of guest experience 4. Service guarantees 5. Structured guest interviews
Culture is communicated inside and outside the company by _____ (5)
1. Laws 2. Language 3. Stories, legend, heroes 4. Cultural symbols 5. Rituals
2 types of "no action" customers:
1. Loyalty 2. Neglect
3 levels of training needs assessment:
1. Organizational level analysis 2. Task level analysis 3. Individual Analysis
4 ways to measure training effectiveness: (from least effective to most effective)
1. Participant feedback 2. Content mastery 3. Behavioral change 4. Organizational Performance
4 consumer complaining styles:
1. Passives 2. Voicers 3. Irates 4. Activitsts
A guest can respond to a service setting in 1 or more of 3 ways:
1. Physiological Response 2. Cognitive Response 3. Emotional Response
Disadvantages of creating themes: (2)
1. Poor theme = no experience 2. Narrowing the market
3 training evaluation designs:
1. Post Measure 2. Pre/post measure 3. Pre/post measure with a control group
3 ways customers evaluate recovery efforts:
1. Procedural fairness 2. Interactive fairness 3. Distributive fairness
5 types of voice complaints:
1. Redress seeking complaint 2. Negative WOM 3. 3rd party actions 4. Friendly complaint 5. Opportunistic complaint
3 components of the guest experience
1. Service product 2. Service setting 3. Service delivery system
2 benefits of complaints:
1. Service recovery 2. Improve service quality
2 forms of emotional regulation
1. Suppression 2. Reappraisal
Pine and Gilmore state that designing the experience should consist of 5 key points:
1. Theme the experience 2.Harmonize the impressions with positive cues 3. Eliminate negative cues 4. Mix in memorabilia 5. Engage all 5 senses
2 leadership styles
1. Theory X 2. Theory Y
5 steps to implement an effective empowerment program:
1. Training 2. Willingness 3. Measurement 4. Incentives 5. Managerial buy-ins
Guest expectations are a variable between
1st time guests and repeated guests
Only ______% of customers complained about the most dissatisfying experience that they've had
20-35%
Usually requires a direct complaint but when it fails, customers turn to _______
3rd party actions
The LGBT population is ___%
4-6.8
Only _______% of customers complain
5-10%
Customers with good experience tell about ______ people
6
Organizational level analysis consists of looking at __________
All aspects of the company. (HR data)
Elements that affect the guest behavior and experience. Ex temp, humidity, air quality, smells, sounds, and lights all
Ambient conditions
"SERQUAL": Knowledge and courtesy of employees and their ability to inspire trust and confidence is ______
Assurance
The maximum number of customers allowed in the facility in a day or at one time
Capacity
The ___________ proposes that all affective states arise from cognitive interpretations of core neural sensations that are the product of two independent neurophysiological systems
Circumplex model of affect
Co-production of the experience = _________
Co-creation of value
Since customer's must participate when service is happening and since services are hard to distribute, company's utilize ______
Co-creation of value
Employees and customers are __________ the service
Co-producing
Utilizing customer participation in service production and delivery
Co-production of the experience
What response am I experiencing to the Servicescape? -Expectations: environmental cues help guests to form what they will experience (set expectations) -Nonverbal communication
Cognitive Response
Recovery cannot occur without a _____
Complaint
A guest can be involved with a hospitality company as a ______ or source of expert information
Consultant
A guest can be involved with a hospitality company as a ______ of the experience
Coproducer
Things a firm does extremely well (strengths), which sometimes gives it an advantage over its competition
Core competencies
The goal of an internal assessment is to find the ______
Core competencies, competitive advantages, and SWOT
A strong organizational company can be a __________
Core competency
Opportunity, time, risks, tangible, intangible, financial, and non-financial components are all ______
Costs
Through interview or survey, customers are asked to identify or evaluate service moments in their interactions with the organization. This is called _____
Critical Incident Technique (CIT)
Employee tendency or predisposition to meeting customer needs in an on-the-job context
Customer Orientation
Personality traits -> ___________ -> Job performance
Customer Orientation
Guest contact employees are often involved in _________
Decision making
Employees and facilities are used to an ideal level of occupancy. Customers receive quality service without experience delays (Demand ** Capacity)
Demand and supply are balanced at the level of optimum capacity
No customers are turned away but the quality of service may suffer due to overuse, crowding, or employees (Demand = Capacity)
Demand meets maximum (exceeds optimum) capacity
The hypothetical day that the facility, attraction, or service is designed to handle guest comfortably but not too comfortably
Design Day
Efforts to improve employees ability to handle a variety of assignments is called _____
Development
High turnover rates may yield _________ by inconsistent service
Disappointed customers
When customers are compensated during the recovery process:
Distributive fairness
Poorly handled service recovery exacerbate already low customer evaluations following a failure (when customers complain and a service does not fix it):
Double deviation
When someone smiles with wrinkles around their eyes and the edges of their lips are facing up, they are portraying the ______
Duchenne smile
What response am I experiencing to the Servicescape? -Pleasure/arousal
Emotional Response
The necessary involvement of the service providers emotions in the delivery of the service is called:
Emotional labor
"SERQUAL": Caring, individualized attention the firm provides its customers is ______
Empathy
Giving employees some responsibility for making decisions related to their own work and allowing them to "break some rules" is called _____
Empowerment
Organizations should _________ guests to complain, and thank them when they do
Encourage
A guest can be involved with a hospitality company as part of the ______ for other guests
Environment
Theodore Levitt stated that there is no such thing as service industries because _________
Everybody is in service
Demand is below optimum capacity and resources are underutilized resulting in loss of productivity and products (demand < Capacity)
Excess Capacity
The level of demand exceeds maximum capacity and some customers will be turned away (demand > capacity)
Excess Demand
Goods -> services-> __________
Experiences
Direct marketing efforts by the company to create customer value
External Marketing
T/F Interactive marketing generally focuses on advertisement and promotions to acquire more customers.
False
T/F Providing tangible cues (e.g., photos, souvenirs) is to overcome challenges caused by inseparability characteristics of services.
False
Empowerment does not work in a ___________ setting
Fast-food
When a customer does not directly ask for compensation but provides a constructive feedback for the company:
Friendly complaint
How do you reduce turnover rates without investing in extensive training costs?
Good continuous training plans with appropriate investments
Is overdelivering of service good or bad?
Good for customer, bad for company
A product is either _______ or _______
Goods or services
When a customer becomes a part of the service production and delivery system
Guest as Coproducer
When a customer serves as an unofficial supervisor, motivator of employees, and trainer for other guests
Guest as a Manager
Depending on a customer to spread good reviews by word of mouth, online review sites, and social networking sites
Guest as a Marketer
When other customers in service environment influence each other's service experience by enhancing or detracting service quality and satisfaction
Guest as part of the Environment
Empowerment does work in a _____ setting
Hotel
Managers must highly consider ______ in order to avoid employee dissatisfaction
Hygiene factors
Individual mood, personality traits, purposes and expectations, demographic characteristics, and cultural values/beliefs are all factors that moderate _____
Individual responses
The overall perception of servicescape still differs by people due to _____
Individual responses
Services cannot be separated from their providers due to
Inseparability
Services cannot be seen, tasted, felt, heard, or smelled before purchase due to
Intangibility
4 characteristics of services
Intangibility, perishability, inseparability, variability/heterogeneity
The marketing technique that depends heavily upon the buyer-seller interaction during the service encounter
Interactive Marketing
When customers are treated with respect, empathy, and courtesy during the recovery process:
Interactive fairness
The service firm must effectively train and motivate customer contact employees
Internal Marketing
Core competency identification comes from _____________ while strategic premise identification comes from _____________.
Internal assessment; external assessment
What are the 3 types of marketing in service industries?
Internal, External, Interactive
These customers are more likely to engage in negative WOM to friends and relatives and switch to a competitor, but unlikely to complain to 3rd parties:
Irates
What is the source of customer disappointment?
Lack of consistency
_______ are more willing to participate in focus groups and advisory boards
Loyal customers
A guest can be involved with a hospitality company as a ______ for good service
Marketer
(Ford and Fottler's graph) Point D:
Mission Defining
The __________ can make or break the entire guest experience
Moment of truth
The desire within a person causing that person to act is called _____
Motivation
Guest as _____ provides feedback to employees
Motivator
"I enjoy remembering my costumer's names. I enjoy getting to know my costumer's personality."
Need for personal relationship dimension
"I take pleasure in making every customer feel like they are the only customer. Every customer's problem is important to me. I thrive on giving individual attention to each costumer."
Need to pamper dimension
"I naturally read the costumer to identify their needs. I generally know what service costumers want before they ask. I enjoy anticipating the needs of service customers."
Need to read costumer's needs dimension
People join organizations to fulfill their ____
Needs
Does every service organization need a service guarantee?
No
(Ford and Fottler's graph) Point A:
No discretion
Customers who exaggerate/alter the facts/situation in order to take advantage of the company:
Opportunistic complaints
SWOT wants to match _____ with _____
Opportunities and strengths
(Ford and Fottler's graph) Point C:
Participatory
This group of customers are least likely to complain or take any action:
Passives
Ensuring that guests who are waiting have their psychological needs and expectations met while they wait
Perceived Management
Individual level analysis consists of looking at ______
Performance appraisal data
Services cannot be stored for later sale or use due to
Perishability
What response am I experiencing to the Servicescape? -The senses: perspire, hard to breathe, even pain -Information-processing limitations -Rich and lean information environment
Physiological Response
The process of choosing individuals who have relevant qualifications to fill jobs in an organization
Selecting
(Ford and Fottler's graph) Which point is most useful in the hospitality industry?
Point B
What training evaluation design is most effective?
Pre/post measure with control group
When customers feel a company is available and has an easy process to complain:
Procedural fairness
Product differentiation puts the ______ first
Product
"SERQUAL": Willingness to help customers and provide prompt service is _______
Responsiveness
The quality of experience delivered - the quality of experience expectations =
Quality of experience
In order to make a guest _______ define the roles you want guests to play, make sure they know exactly what you expect them to do, and evaluate the guest's ability and willingness to perform well
Quasi-employees
The difference between a reactive approach and a proactive approach:
Reactive: customers complain Proactive: customers do not complain, but a company catches the mistake and fixes it
Dissatisfied customers who have experienced an excellent service recovery are more loyal then before service recovery. This is called:
Recovery paradox
The process of generating a pool of qualified applicants for organizational jobs
Recruiting
Complaints are also called ______
Redress seeking complaints
"SERQUAL": Ability to perform the promised service dependably and accurately is _________
Reliablity
When workers have joined an organization and work comfortably, they will be motivated by ______ and then _____
Self-esteem; self-actualization
(Ford and Fottler's graph) Point E:
Self-management
Chanel refers to ________ and Phase refers to ______
Server; step
The interaction(s) between the customer and the service provider is called ________
Service Encounters
1) The guest expectation, 2) the guest's mood, 3) the employee experience, 4) a major part of service, and 5) functional reasons are a list of all the influences of the ____
Service envorinment
___________ happens when customers experience dissatisfaction because the service was not delivered as originally planned or expected
Service failure
_______ aims at converting dissatisfied customers into satisfied ones through responsiveness
Service recovery
The organizations plan for providing the experience that guests expect
Service strategy
An experience occurs when a company intentionally uses _____ as a stage and _____ as props, to engage individual customers in a way that creates a memorable event
Services; goods
When customers choose the line to wait in when their are multiple lines. EX grocery store
Several Single-Channel, Single-Phase Queue
When a customer does not complain and leaves dissatisfied:
Silent majority
When customers have to go through 2 or more lines EX drive thrus
Single-Chanel, Multiphase Queue
The beliefs of the managers assessing all long-term aspects of the environment and using them to discover what customers will want in that future environment is called the
Strategic premises
The goal of a company's external assessment is to find the ______
Strategic premises
What does SWOT stand for?
Strengths, Weakness, Opportunities, Threats
SWOT converts weaknesses into _______ and threats into ______
Strengths; opportunities
Guest as ____ provides feedback about service quality
Supervisor
To reduce uncertainty caused by service intangibility, provide ________
Tangible cues and evidence
Goods are ______ and services are ______
Tangible; intangible
"SERQUAL": Physical facilities, equipment, and appearance of personnel is ______
Tangibles
(Ford and Fottler's graph) Point B:
Task setting
Task level analysis consists of looking at _______
The departments/devisions. (comparing job requirements to abilities)
The arrangement of equipment and furnishings in the hospitality setting
Use of space
If the economy rises then falls, what does the hospitality industry do?
The same
A guests experience can be unified and enhanced if it is based on a ______
Theme
People who inherently dislike work fall under the ______ assumption
Theory X
People who view work as being as natural as play and rest fall under the _____ assumption
Theory Y
When people are purchasing "experiences", they are paying for _______.
Time spent
Quality of experience considering all costs involved is called _____________.
Value
The quality of experience / all costs =
Value of experience
The characteristic of service that states the quality of service depends on who provides services and when and where they are provided due to
Variability/heterogeneity
Invisible wait lines EX fastpass
Virtual Queue
These customers should be viewed as a service providers best friends:
Voicers
These group of customers actively complain to the service provider, but are not likely to spread negative WOM, switch patronage, or go to 3 parties:
Voicers
A vision is _______ while a mission is _______
What a company wants/desires to achieve; more in depth and states what a company does
A sense of progress, control, activity, and fairness all determine ______
Which queue to use
When the interviewer is looking for work knowledge, it is called _______
Work Competency
In order to overcome perishability characteristics of services, service organizations practice differential pricing to maximize the profit given demand. This practice is called:
Yield Management
Ford and Fottler's graph has 5 points on it, what pattern does it go in
a backwards "Z" starting from the bottom
Organizational culture can be defined as
a way of thinking, acting, and behaving that is learned and shared by the organization members
Levels of organizational culture
beliefs values norms
When a new employee joins an organization, they learn culture formally from ________ and informally from _______
company practices; social interactions
When the particular ability needed is unavailable among existing employees and the organization needs new views and ideas they company turns to _____
external recruiting
Organizational culture: beliefs
form the ideological core of the culture, fundamental assumptions
It is important to maintain ________ because angry customers who are dismissed/fired become a source of long-term negative publicity
guest dignity
Simple, repetitive, and boring jobs result in ______
high turnover rates
When sustainable internal candidates available to recruit the company turns to _______
internal recruiting
One of the biggest causes of emotional stress is _____
long hours
The outcome expected of training should be defined and _________
measurable
The TARP study showed that customers who complain are ________
more loyal then those who did not
Organizational culture: values
preference for certain behaviors/outcomes over others, right and wrong, desirable and undesirable behavior
Organization culture: norms
standards of behavior how people act/are expected to act, norms of appearance, folkways
A structured interview helps _____
to assess all candidates according to the same criteria