Chapter 1: The Basics of Wow! The Guest Knows Best
TRUE/FALSE
1. Internal customers are customers who are patronizing the business.
2. The tangible part of a service experience is called the service package.
3. Guest experience = service setting + service delivery system + service product.
4. Services tend to be tangible as well as produced and consumed and then paid for.
5. Guest-focused organizations should trace information and authority from the bottom up.
6. The organizational goal of a hospitality organization is to over-promise and over-deliver.
7. The quality of the entire guest experience is the difference between the quality that the guest expects
and the quality that the guest gets.
8. Quality as perceived by the guest will be affected by changes in either guest expectations or
organizational performance.
9. The guest experience usually has only one moment of truth.
10. Service is largely or wholly intangible.
11. Service quality is most reliably defined by managers, auditors, and rating organizations.
12. The service delivery system frequently has a human part and an inanimate, physical part.
13. The organizational employees and units that serve each other and depend on each other can be
accurately considered as internal customers.
14. Basic business principles are the same, whether the organization is making products or serving
customers.
15. Guests usually accept the organization’s definition of its service product.
16. In the hospitality industry, the people part of the delivery system is the more important component.
17. Every guest experience is unique.
18. In the hospitality industry, the service encounter is usually a manager-to-guest interaction.
19. Hospitality organizations try to estimate guest expectations accurately, then meet them.
20. The principles of guestology work better for serving guests than they do for serving customers of other
kinds.
21. Most hospitality organizations can maintain sufficient inventory of the service products they sell.
22. The value of the guest experience equals the quality of the experience divided by the financial costs of
the experience.
23. Providing a high-quality experience often costs the organization less than providing a low-quality
experience.
24. When guests are wrong, find a way to let them be wrong with dignity.
25. An excellent way to provide a wow experience for guests is to give them more than they say they
want.
MULTIPLE CHOICE
26. We have transitioned from a service economy to a/an
a.
industrial economy.
b.
information economy.
c.
experience economy.
d.
luxury economy.
27. 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.
28. The primary challenge to the hospitality service provider is the
a.
uniqueness of each guest experience.
b.
actions of the employees directly interacting with customers.
c.
global nature of the industry.
d.
successful collaboration of different departments of a company.
29. A major tool guestologists use is/are
a.
observation.
b.
surveying.
c.
theorizing.
d.
probabilistic statistics.
30. The major responsibility for fulfilling the expectations created by the marketing department and by the
past experiences of repeat guests lies with the
a.
marketing department of the organization.
b.
operations side of the organization.
c.
advertising department of the organization.
d.
general manager of the organization.
31. In the hospitality field, quality and value can be defined only by the
a.
organization.
b.
economy.
c.
culture.
d.
guest.
32. The service experience consists of
a.
the service product.
b.
the service setting.
c.
the service-delivery system.
d.
all of the above.
33. The service delivery system is customarily made up of
a.
human components.
b.
physical production processes.
c.
organizational information systems.
d.
all of the above.
34. Guestology can be best defined as
a.
stories about good experiences of hospitality guests.
b.
the scientific study of how guests behave in hospitality organizations.
c.
the art of treating customers like guests.
d.
empowering guests to provide their own service.
35. 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.
36. 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.
guest-focused organizations have higher employee morale.
d.
it all starts with the guest.
37. Service can be 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.
all of the above.
38. 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.
39. 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.
40. Which is more important in the service experience?
a.
the service product
b.
the service setting
c.
the service delivery system
d.
They all are important.
41. 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.
42. Who defines the quality and value of the hospitality experience?
a.
J_D Powers
b.
Consumer Reports
c.
organizational managers, when they design the experience in the first place
d.
the guest
43. 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.
44. The characteristics of services include all the following EXCEPT:
a.
They are partly or wholly intangible.
b.
They are consumed at the moment of production or delivery.
c.
They require interaction between the service provider and the customer.
d.
They meet the expectations of the typical first-time guest.
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.
46. 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.
whatever the quality control department says is quality.
c.
an objectively determined value that can be calculated by formula.
d.
the counterpart to the cost.
47. The value of a guest experience is equal to the
a.
quality of the guest experience; they are the same.
b.
quality of the experience divided by the costs of all kinds.
c.
dollar value of the experience to guests.
d.
price charged for the experience.
48. The service product
a.
is always the physical part of the service experience.
b.
is the service environment plus the tangible part of the service.
c.
does not refer exclusively to the physical part of the service experience but may include it.
d.
is whatever the company says it is.
49. 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.
understand the guests in the target market.
50. KSAs stand for
a.
Keeping Service Alert.
b.
Key Strategic Activities.
c.
Knowing Service Actions.
d.
Knowledge, Skills, and Abilities.