HFT: 3540 Guest Service Management Final Review

Based on the following information, calculate the life-time value of a customer for the ABC tour company. Jenn, who is 25 years old, spends an average of $2000 each year with the company. She has been the customer of the ABC tour company for 5 years before she switches to another one.

$10,000

When training waitstaff on memorizing the menu and specials, the best measure of training effectiveness is__________

content mastery

The seaside hotel is training its front desk personnel and telephone-reservation agents on each other's job. In the period of short-staffing, they can help each other out. What training method is the hotel using?

cross functional training

Which of the following ways can help hospitality business to add capacity without building additional facility?

cross train employees, extend operation hours, and hire more temporary employees

Which of the following statements is inaccurate in defining culture?

culture does not need interactions to sustain

What is culture

culture is a way of behaving, thinking, and acting that is learned and shared by the organization's members.

Nancy and her family had dinner at a fondue restaurant. When Nancy served herself during the meal, the fondue pot tipped over and spilled scalding cheese onto her, causing second degree burns to her thighs. What disadvantage of customer co-creation does this example demonstrate?

customer participation can increase liability risks

At "Let's Dish!", customers create their own meals, which they then take home to eat later. This is an example of__________.

customers as co-producers of experience

Southwest invited its frequent flyers to participate in interviewing perspective flight attendants. This is an example of __________.

customers as consultants of expertise

A group couponing site such as Groupon rewards customers who invite their friends to purchase coupons. This is an example of___________

customers as marketers

Customers have different responses when facing service failures. Which of the following customer responses is most desirable for hospitality companies in term of retaining customers?

customers complain

Which of the following is NOT a motivation for customers to wait for service?

customers get used to waiting so they dont mind

What is NOT a reason that customers want to co-create their experience with service providers?

customers want to be compensated financially

In 2009, Southwest Airline Co. added a new web page on its travel Web site promoting flights to gay-friendly Philadelphia. Its target market is the lucrative GLTB travelers. This is an example of how a business can proactively respond to the _________force.

demographic

That baby boomers, GenX, GenY and Gen Z have different expectations for services shows the effects of _______ force in the overall environment (macro environment) for the hospitality and tourism industry.

demographic

There are many type of macro external environment forces that affect service planning. Which force describes the characteristics of a population: age, gender, income, density, race, education level etc?

demographic

Fast-food companies shifting to more ethically sourced ingredients such as cage-free eggs are an example of what strategy?

differentiation

T/ F: When any manager ignores an employee action that impacts the "show" or guest experience, this does not affect other employees or organizational culture.

false

T/F: After training has begun, a needs assessment should be conducted to determine how perceived problems or weaknesses should be addressed.

false

T/F: Business that pays attention to environmental details show that it cares about guest's satisfaction and service quality, but not its commitment to its employees. Therefore, its practices on environmental details will not affect employee satisfaction and loyalty.

false

T/F: Coaching is considered a form of external training.

false

T/F: Theming expands the limits of what the organization can offer in terms of service, setting, and delivery system.

false

In queuing theory, the term queuing rule refers to____

how the arriving guests are served

Functional congruence is one aspect of service environment managers need to consider. What is functional congruence?

how well the service environment serves its functional purposes

Which of the following is the best way to help hospitality business bring down its demand to a level that matches with its existing capacity?

increase price within a reasonable range

Because of the _____ of services, both customers and service producers find themselves playing a role as part of the product itself and an essential ingredient in the service experience for the customer.

inseparability

Which one of the Berry's principles of training stresses the importance of teaching the organization's culture and vision to give employees a way to make sense out of their jobs and how they do them?

the big picture

What is the correct message that we learn from the service recovery paradox?

successful service recovery is critical for customer satisfaction and retention

To determine how to accommodate the inevitable lines, planners should first consider_______.

the capacity of the establishment and characteristics of the lines

In the hospitality field, quality and value are ultimately defined by ______.

the customers

The likelihood of employees doing whatever they can to create and sustain service excellence is increased by ____________

the more they believe in the service culture

Hospitality organizations should not admit liability for unfortunate, unavoidable occurrences that are not its fault, but they should do everything in their power to rectify such situations.

true

It doesn't matter what culture your company has, as long as it is a strong culture

true

Design day is a capacity design principle to balance capacity utilization and customer wait/satisfaction. Which of the following design day decision can result in the longest wait?

10% of peak capacity

T/F: Guest preference drives planner's decision about queue types. If guests prefer fairness, and want service provided from a "first come,first serve" basis, hospitality organizations should use multiple lines.

False

When building a new hospitality facility, managers need to build a capacity to accommodate the highest customer demand in order to satisfy customers at all time.

False

How can co-production improve the guest's perception of the service quality?

Guests can tailor the service to their personal tastes and preferences

At a hotel, long lines pile up at check-in and check-out each day. What is the best strategy for handling those lines?

add more capacity by opening more lines

Hospitality organizations have used the concept of theming to___________

add value to the guest experience and enhance it

Which of the following is (are) a tool (tools) to communicate organizational culture to employees?

all of the listed: company stories and history, mission and vision statements, reward and recognition system, and policies

According the queueing theory, what are the three characteristics service providers need to learn from waiting lines?

arrival patterns, queuing rule, and time for service

Which of the following statements is NOT correct regarding why the service environment is important?

because service environment is expensive to construct

According to your textbook, which of the followings is NOT included as the three generic strategies in positioning products and services?

brand image

Changing organizational culture often needs___________

change in leadership pr mindset of exisiting leadership

There are two ways to manage emotional labor in the hospitality industry: surface acting and deep acting. Surface acting involves____

changing facial expression to display emotions needed at work

Changing a culture often needs____________

changing of leadership

______ is (are) key to aligning subcultures with core company values.

communication and interaction

Vegan restaurants are a good example of which strategy?

market-niche

In the Tedtalk made by Thomas Keller, he mentions a variety of individuals he sources the best ingredients for his restaurant- French Laundry. Which group does these individuals belong to?

micro external environment for French Laundry

Which of the following service positioning strategies that Heart Attack Grill uses?

niche market emphasizing on differentiation

Which of the following statements regarding training and development is NOT correct?

(NOT CORRECT: Employee training focuses on teaching people how to do the new jobs for which they have been hired or to overcome deficiencies they may have in performing current jobs.)

Which of the following statements regarding external environment is NOT correct?

(NOT CORRECT: Government, public media, special interest groups, customers, suppliers are micro environmental forces for companies.)

What is the major reason that service industry, as compared to manufacturing industry, has more room for customer co-creation?

(NOT: In service industry, customers like to participate more than those in manufacturing industry.)

A restaurant decides to offer a lunch buffet instead of a la carte ordering. Which of the following is NOT a co-production benefit of the restaurant's decision?

(NOT: Increase in guests' perception of saving time because they no longer have to wait for their food to be cooked.)

In service planning, the ______analysis leads to the generation of strategic premises and understanding of opportunities and threats outside of our organization, while the ______ analysis leads to a redefinition or reaffirmation of organizational core competencies.

(NOT: SWOT, internal)

Which of the following statements regarding organizational training is NOT correct?

(NOT: Training is important because it signals the organization's committment for service and its employees.)

According to the Pine and Gilmore's article "Differentiating hospitality operations via experiences", the authors made all of the following suggestions for service companies, except_______

(NOT: creating places within a place)

Guests act as unpaid consultants and managers in the following examples, except for_______

(NOT: customers voting for a new flavor at a juice bar)

Which of the following is a disadvantage of co-production for an organization?

(NOT: decrease opportunity for service failure)

According to Jo Bitner's Servicescape Model, guests have two types of behavioral responses to environmental cues:__________

(NOT: like or dislike)

As a low cost carrier known for outstanding service quality for a broad population, Southwest Airlines uses which strategy?

(NOT: market-niche)

Bill Marriott Sr. reportedly fired an employee on the spot for insulting a guest. When this story got around the organization, employees quickly learned that Marriott did not tolerate disrespect toward guests. This did NOT demonstrate the influence of ______ on an organization's culture

(NOT: norms)

Which training method can best help new employees acclimate to an organization quicker and better develop their career?

(NOT: on-the-job training)

According to your textbook, organizational culture is very important because it "fills the gaps". What are the "gaps" referred in?

(NOT: services to customers)

According to your textbook, which form of emotional labor management causes less exhaustion and can enhance an employee's well-being?

(NOT: surface acting)

The vision statement articulates_________.

(NOT: the organization's purpose and reason for existence)

The value of a guest experience is equal to ______.

(NOT: the quality of the guest experience; they are the same)

One rule of thumb for an efficient way to engage customers in co-creation is________. For example, In grocery store, customers are provided two options for checking out their grocery: self-check out or manual check-out by a cashier.

(NOT: to communicate the need of self- service clearly)

There are four unique characteristics of service. Which characteristic features that "service consumption by customers and service production by providers happen at the same time and location"?

(NOT: variability)

Why is it important to recover a service failure?

1) Successful service recovery is important in ensuring customer satisfaction and retention. 2) Successful service recovery can help build positive word of mouth and brand image. 3) Successful service recovery is important in increasing the life time value of existing customers to the business.

Which of the following is (are) service failure?

1) a flight was delayed due to severe weather 2) a restaurant offers customers cold or poorly prepared food 3) a hotel is not able to honor a guests reservation

One of Len Berry's key principles of training is to focus on critical skills. How can an organization identify these critical skills for training?

1) asking guests which employee skills impact guest satisfaction 2) gaining insights from employee's performance evaluations 3) asking employees about the skills that they need to improve

What are the common causes (or what is the common cause) for an ineffective training program?

1) training objectives are unknown or not clearly defined 2) training costs and benefits are not thoroughly analyzed 3) outcome measures are not clearly developed

What is (are) the information source(s) which enable(s) service providers to anticipate customer's expectation?

1. product price, 2. online review and word of mouth, 3. guest's information (gender, age, prior experience, etc)

Design day approach can design a capacity at the average of the highest _______days.

15-25

Research suggests that If a company can reduce its rate of customer defections (customer leaving) by only 5%, it can improve profits by _______

25-85%

Which of the following is an example of an action based on an internal assessment

A restaurant decides to install security camera due to theft happening in cashier and storage rooms.

Which of the following statements is NOT correct?

A strong brand image can hurt a company's bottom line because it is costly to build.

Which of the following statements regarding a certain source of external referral is NOT correct?

Another advantage of internet advertisement is that it generates minimum number of disqualified candidates.

According to your textbook, why is culture more crucial to hospitality organizations than manufacturing organizations?

Because the hospitality industry encounters unpredictable circumstances more frequently.

In the Tedtalk by Lauren Hoebee in Module 7, which of the following statements on Millennials in the workplace was NOT mentioned by her?

Companies need to set up a structured mentorship program to ensure the success of Millennials with them.

Thomas Keller mentioned four aspects of management to ensure excellent execution of an outstanding experience. Which of the followings is NOT included in his talk?

Compensation

Which of the following examples does NOT illustrate the accurate relationship between environment and people's perceptions,moods or behaviors?

Crowded space makes all people, regardless their personality, feel uncomfortable physiologically and emotionally.

Sean had trouble in using the self-service kiosk to check his luggage at the airport. To make things worse, he could not find any employee to assist him. Sean blamed on the airline company for this inferior service, even though he was the one who created the experience. What disadvantage of customer participation does this example reflect?

Customer participation can increase service failure and result in customer frustration.

Which of the following is NOT an example of "customer co-creation"?

Customers receive a freshly baked cookie when they check into Doubletree Hotels.

According to the Thomas Keller in his TedTalk, what is the cornerstone of his business philosophy (culture)?

Do a little better than yesterday

According to Pine & Gilmore, what can help hospitality business to escape the "commoditization trap"?

Experience: use goods and services to engage customers in an emotional/ memorable way

Which of the following types of service failures is NOT caused by the organization?

Failures caused by other guests or random events such as the quarrel between a couple disturbing other restaurant guests.

Fastpass was first introduced by Walt Disney World Resort in 1998 in response to a need to better manage waiting time. Which of the following is NOT the benefits of using Fastpass for Disney?

Guests spend less in shops and restaurants because they can spend more time in attractions.

Which of the following statements regarding "customer expectations" is NOT correct?

Hospitality business has no role to play in shaping customer expectations

___________is the first step in staffing in hospitality industry

Human resource planning

Which is of the following statements on practices of smoothing demand variability by the hotel industry is NOT correct?

In busy season, a hotel should close some blocks of rooms for maintenance.

What does guestology do differently from traditional management thinking?

It focuses on understanding customers experience systematically from the guests point of view.

What does the Jo Bitner's "servicescape" model portray to us?

It reveals how people perceive and respond to service environment

Disney World uses its ICP to hire cast members for EPCOT. Which of the followings is NOT an accurate reason for Disney to use such an external recruitment tool?

It takes less time and cost to bring in international workforce

A part of a job announcement on the position of "assistant manager, attraction operation" reads as follows "the job responsibilities includes: 1) Supervise the operation of a specific attraction and provides direction/ development to venue supervisor. 2) Use analytical skills to ensure that the assigned venues are meeting departmental standards for guest and team member satisfaction, and financial goals while maintaining the highest safety standards at all times." What terminology describes this part of the announcement?

Job description

__________are the primary factors within a guest experience valued highly by the guest and leading to guest satisfaction. For example, convenience, efficiency, and food quality consistency are such factors for McDonald's.

Key Drivers

LAST service recovery strategy is a sequence of actions service employees can follow for service recovery. What does "LAST" stand for?

Listen, acknowledge, solutions, and thank

Jenn was bumped from her flight due to the airline's overbooking practices. Like other passengers, Jenn was compensated with a $100 dollar flight voucher and a "stand-by"status for the next flight. Jenn did not think the compensation was sufficient for her lost time and inconvenience. Was this service recovery successful?

No, because the success of a service recovery is determined by customers. If she thought the airline failed, it failed.

Chick Fil A is a national restaurant chain which famously closes on Sunday. This practice of Chick Fil A is based on the religious belief of its late founder, Mr. Truett Cathy. What does this example illustrate on organizational culture?

Organizational culture is usually defined by an organization's executives or founders.

A family came back to the parking lot after a long day at an amusement park to find that they have lost their car keys and are locked out of their car. According to the four-quadrant grid for matching recovery strategy to failure (See textbook page 459 or powerpoint slide 15), which recovery strategy is the most appropriate?

Provide help to a certain extent: make them a new set of keys for free

Participant survey is a commonly used measure of assessing training effectiveness. However, typically it is not the most accurate measure because____________

Responses tend to reflect the liking of the participants rather than its effectiveness for the organization

Which of the following statement is NOT correct?

Service environment is always perceived the same by a person regardless how many time he is there.

Which of the following statements regarding "servicescape" is NOT correct?

Servicescape is another terminology to describe "ambiance".

Which of the following statements regarding Jo Bitner's Servicescape Model is NOT correct?

Servicescape is the physical service environment, not the perception from guests.

Which statement best describes another typical guest's perception of waits?

Solo waits feel longer than group waits

According to your textbook, which of the following principles about organizational culture that are generally true?

Strong cultures are worth building; they provide guidance for employee behaviors in uncertain situations when company supervisors, policies, or procedures are unavailable or unwritten. Leader define the culture (or redefine it if necessary), teach it, and sustain it. Subcultures will form in larger organizations. A strong culture will increase the likelihood of keeping the subcultures consistent with the overall culture's values in important areas.

According to Thomas Keller, what is "success" to him?

Success is about making great memory

Which of the following best exemplifies the power of "norms" and "policies" in communicating an organization's culture?

The "ten foot rule" requiring hotel employees to make eye contact and smile at guests within ten feet.

According to your textbook, how are ambient conditions defined?

The ergonomic factors that affects people's senses and experience, such as temperature, humidity, air quality, smells, sounds, physical comfort, and light.

Which of the following statements regarding on-the-job training is NOT correct?

This type of training does not need to be planned because it uses experienced personnel.

If time and money permit, which strategy for dealing with large crowds of guests is preferable?

add more capacity

T/F: Other people (service providers and customers) are part of the service environment.

True

What is the "service recovery paradox"?

When service failure is fixed quickly and satisfactorily, customers think more highly of the business than when they do in non-faulty service.

In which situation will a company prefer to choose in-house training?

When the company aims at preserving business intelligence and company culture.

It is important to identify core competencies during the internal assessment for a company. A core competency is_____

a key strength that gives the company an important difference in providing customer benefits and perceived value

When the United Airline broke Dave's guitar during luggage handling, he suggested to a manager at United a $ 1,200 flight voucher as compensation for fixing the guitar. The manager declined. Based on this scenario, which type of injustice did Dave experience?

distributive injustice

That the 2008 financial meltdown continues to have a major impacts on the hospitality and tourism industry demonstrates the effects of the _____________force in the overall environment for business.

economic

Which of the following factors does NOT fall into the industry environment (micro-environment)?

economic crisis

Which of the following hospitality product enables a company to differentiate itself the most and charge the highest premium from customers?

experience

If the Hyatt Corporation were to take a stand on terrorism and institute a corporate-wide policy implementing security bag check-in at all hotels and deactivation of all side door key entry after hours; they would be responding based on___________

external envrionment assessment

The ______ assessment leads to the generation of strategic premises about the future environment, while the ______ assessment leads to a redefinition or reaffirmation of organizational core competencies.

external; internal

A family came back to the parking lot after a long day at an amusement park to find that they have lost their car keys and are locked out of their car. Which type of service failure is it?

failure caused by the guest themselves

People tend to eat and drink ___________when the music is fast and loud.

faster

Jet blue, West Jet, and Southwest Airlines____________

fill a specific niche for short-haul and low fare travel.

French Laundry is one of the restaurants in the Thomas Keller Restaurant Group. It is a _________ located in __________.

fine dining restaurant, Napa Valley California

Service industry is very different from the traditional manufacturing industry, as service has its unique characteristics. Which of the following is NOT one of the unique characteristics of service?

friendliness

Which of the following statements regarding service environment is NOT correct?

functional congruence refers to how well signs are designed

When considering which queuing type a hospitality business will use, planners need to consider all the following factors except_____.

hospitality managers preference for line types

The arrival time of Jenn's flight has been postponed for several times. She went to the service counter to seek information about the expected wait time for the flights. The service agent apparently was overwhelmed by a large number of inquires from passengers. When Jenn came to him for her question, he answered rudely "I had no information. Just keep waiting!". Based on this scenario, which type of injustice did Jenn experience?

interactional & informational injustice

Which of the following reasons is NOT why hospitality organizations like to promote from within?

internal candidates tend to be service naturals

What is true about the overbooking of hotel rooms/ flight seats?

it can result in walked guests

Susan begins her career working in the human resources department of a hotel corporation. To respond to a candidate for a management position who wants to know more about the job, Susan is likely to send which of the following?

job description and specification

KSAs are identified in job analysis, and they are important criteria in recruitment, selection, training, and performance evaluation. What does KSA stand for?

knowledge, skills, and attitude

In the "Fish!" video in Module 5, each employee has his unique title such as "catcher extraordinaire", " the goofy redhead", "the relatively quiet one". This demonstrates the power of______ in communicating and forming the organizational culture.

language

A news in San Francisco Huff Post reads, "San Francisco's controversial Healthy Food Incentive Ordinance takes effect, banning toy giveaways with children's meals at fast-food restaurants unless the meal meets San Francisco's strict nutritional standards". This illustrates the impacts of_________ force on restaurant operations.

legal/ political

The stronger an organization's culture is, the ______ managers rely on rules and policies to manage employee's behaviors

less

Which of the following best describes when co-production is used as a differentiation strategy?

make your own signature cocktail bars

Vegan restaurants, which are targeted for a small segment of population, are a good example of which strategy?

market- niche (focus strategy)

______ are standards of behavior that define how people are expected to act while part of the organization.

norms

Which statement does NOT correctly describe a typical guest's perception of wait?

occupied time feels longer than unoccupied time

The moment of truth refers to ______.

one single moment during a variety of interactions between the guest and the organization that can make or break the guest's experience

Which of the training method can enable training to be delivered anytime, anyplace, and anyone without geographic boundaries?

online training

Responsibility for meeting guest's expectation and bringing them back to the hospitality business usually lies with the______.

operations department for delivering service that enhances the organization's reputation

At which three levels that the need assessment for a training program takes place?

organization, task, individual

The ultimate and most sophisticated level of evaluating training effectiveness is ___

organizational performance

When training ticket office sales agents on upselling packages, the best measure of training effectiveness is__________

organizational performance

Club Meds operates hundreds of high end resorts around the world. When the company projects extra room inventory, it will use emails to pitch unsold, discounted package to the customers in its database. The reason Club Meds does so because a room night can not be stored and a room unsold tonight is forever lost revenue. Which characteristic of service does Club Meds' strategy address?

perishability

What are the four forms of response a guest can react to a service setting?

physiological, cognitive, emotional, behavioral

Jenny ordered some furniture online from a chain furniture store, but she noticed that furniture was not delivered by the agreed date. She called customer service, and waited on the phone for an hour before she talked to a customer agent. She was informed that her order was accidentally cancelled due to lack of inventory. Jenny was upset because she was never informed, and expected the problem to be fixed immediately. Based on this scenario, which type(s) of injustice did Jenn experience?

procedural and informational injustice

When the United Airline broke his guitar during luggage handling, Dave had to make many rounds of phone calls and went through many red-tapes in order to log a complaint to a manager at United. Based on this scenario, which type of injustice did Dave experience?

procedural injustice

Which of the following are the four dimensions of justice when customers evaluate the efforts of service recovery?

procedural, interactional, distributive, and informational

Regardless of service strategy a company uses, the best way to maintain success is to

provide better service quality and value than your competitors

Regardless of theming strategy, the best way to maintain success is to __________.

provide consistently better quality and value than your competitors

People associate "clean and orderly" with___________

safe and high in quality

A less expensive way to get training for one or two key people is to_________

send them to external training, such as a university continuous education program

Which of the following is NOT a tool for creating a virtual line for guests?

serpentine line

Which of the following statements is NOT correct?

service failures are always the hospitality organization's fault

The ________ is the organization's plan for providing the experience guests expect.

service strategy

Which is the best training approach when airline companies want to teach their pilots how to fly different airplanes into different airports and prepare for emergency situations?

simulation

a key driver is

something valued by a guest that drives guest satisfaction

The mission statement of an organization articulates______________

the organization's purpose and reason for existence

Variability is one of the unique characteristics of service. Which of following statements regarding service variability is NOT correct?

the pay for service employees varies among different hospitality business

To maintain the fantasy illusion in a themed service setting, ________

the service environment must be carefully designed and controlled

Which of the following statements regarding theming is NOT correct?

theming is not used in any other industry other than hospitality

The likelihood of employees behaving according to their organizational culture of service excellence is increased when___________

they deeply believe in the culture

What role do supervisors and mid-level managers generally take in shaping organizational culture?

they translate and uphold the top manager's cultural values and beliefs

Which of the following principle is NOT included in Fish Philosophy?

throw a fish

Which of the following principles is NOT included in the Fish philosophy?

throw a fish

An important step in managing guests as quasi-employees is to carefully and completely define the roles you want guests to play.

true

On-the-spot service recovery is more effective and less costly in keeping dissatisfied customers from leaving the business. This is one of the major reasons why hospitality companies empower employees with the necessary authority, responsibilities, and resources so that they can act quickly following a failure.

true

T/F: The stronger the culture, the less reliant the organization needs to be on bureaucratic management controls found in traditional industrial organizations.

true

Tipping is an example of how guests can motivate and give feedback to employees

true

If "firing" a guest becomes necessary, the organization should____

try to preserve the guests' dignity

Disney makes it fun to throw away trash by placing adorable, iconic trash cans all over their popular theme parks. Guests respond perfectly, throwing their trash away with delight. In this case, customers are___________for Disney.

unpaid quasi- employees

Co-production requires the service delivery system and the service environment to be______.

user- friendly

Service ____ means that the service quality and demand differ depending on who provides the services and when and where they are provided. For example, you might have a very different experience at Disney Park in its busy season in summer than in slow season.

variability