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