Chapter 9: Communicating for Service
TRUE/FALSE
1. The organization should be designed in a way that responds to information requirements.
2. A well-designed information system gets the right information to the right person in only the format
authorized by top management.
3. “Making the tangible intangible” is an important concept for hospitality organizations.
4. The organization needs to think carefully about all informational cues provided to guests.
5. If the experience is themed, most clues should support the theme, but it is OK if some detract from it.
6. EOQ models are often used to keep track of inventory.
7. Companies should not monitor what is being said about them on the Internet.
8. Hi-tech is always incompatible with the high-touch experience that most hospitality guests value.
9. Information technology can allow hospitality organizations to provide expert knowledge skills without
paying experts to be available 24/7.
10. Although decision systems can help managers to make decisions, they can’t make the decision itself.
11. Having a lot of data means you have good information.
12. In some cases, decision support systems can replace a decision maker altogether.
13. Decision support systems collect and present information, but it is up to the user to ask the right
questions.
14. If decisions recur infrequently, the organization should develop a mathematical model describing the
situation and to discover the appropriate decision rule.
15. Data mining is a largely automated process that uses statistical analyses to search massive datasets for
useful and meaningful patterns.
16. The idea of relationship marketing is to treat each customer as a separate “market.”
17. Having too much information is always better than not having enough information.
18. Information systems are capable of determining their own costs and benefits.
19. Organizations must consider not only the cost of new information-processing equipment but also the
cost of learning to use it.
20. The organization should be designed in a way that responds to information requirements.
21. The more uncertainty an organization faces, the more information capacity it needs.
22. The existence of self-contained, empowered decision-making units reduces the organization’s need to
handle information.
23. If the number of decisions made at the point where information is generated is decreased, the usage of
the information channels is reduced.
24. Putting everybody online, with immediate and easy access to the organization’s database, would clog
up the information flow rather than improve it.
25. The more information servers have, up to the point of information overload, the easier it is for them to
give good service to guests.
MULTIPLE CHOICE
26. DSS stands for
a.
decision supplemental systems.
b.
deciding super systems.
c.
determining supplements systems.
d.
decision support systems.
27. RFID stands for
a.
random frequent informing device.
b.
radio frequency information device.
c.
radio fallout informing data.
d.
radio failing informant data.
28. Information is especially important in the hospitality organization because
a.
it can make the intangible tangible for the guest.
b.
guests ask more questions than retail customers do.
c.
technical back-of-the-house employees need to supply information to permit guest
co-production.
d.
guests cannot provide useful information about their experiences.
29. When developing an information system, it is necessary to identify the information needs of both guest
and hospitality employees in regard to
a.
the service environment.
b.
the service product.
c.
the delivery system.
d.
all of the above.
30. The entire movement toward frontline employee empowerment that characterizes benchmark
hospitality organizations depends upon
a.
a good service mission for the organization.
b.
management sharply watching lower–level employees.
c.
employees having easy access to needed information.
d.
guests being easy to deal with.
31. The service environment is like an information system because
a.
it becomes part of the service.
b.
it provides information on the location of various points of interest.
c.
it influences the customer’s perception of the service.
d.
all of the above.
32. In the food service industry, information systems can help manage all of the following EXCEPT
a.
food safety.
b.
inventory.
c.
ambiance.
d.
ordering.
33. An effective way to add value to the guest experience is to
a.
watch employees’ every move.
b.
provide employees with the information necessary to satisfy the guest.
c.
focus on behind-the-scenes operations more than the front of the house.
d.
reprimand employees harshly.
34. POS stands for
a.
point of sale.
b.
point of service.
c.
perfect on service.
d.
precise on service.
35. A typical restaurant POS system tells managers
a.
what servers are selling.
b.
the average check amounts for different servers.
c.
how long guests stay.
d.
all of the above.
36. As mentioned in the textbook, some POS systems are capable of all of the following EXCEPT
a.
tracking individual server performance.
b.
posting nutritional information of different menu items.
c.
making decisions about the capital budget.
d.
producing financial reports.
37. To analyze and use data, companies can
a.
model decisions.
b.
use statistical analysis.
c.
use data mining.
d.
all of the above.
38. When using statistical analysis, the challenge is
a.
that the person conducting the analysis must understand the basics of how to use and
interpret statistics.
b.
finding the right data.
c.
both a and b.
d.
There is no challenge.
39. An economic ordering quantity (EOQ) model is typically used for keeping track of
a.
menu orders.
b.
inventory.
c.
economic output.
d.
decisions affecting the quantity of economic orders.
40. Which of the following is NOT a common problem with information systems?
a.
information overload
b.
focusing on the numbers
c.
not accumulating enough data
d.
bad information
41. Which of these is NOT a typical problem with information systems?
a.
Analysis of data is too precise for hospitality applications.
b.
They encourage managers to focus on things that can be quantified.
c.
It is hard to determine the value and cost of information generated.
d.
It is difficult to integrate with the organization’s Web site.
42. The main purpose of the information network is to
a.
disperse as much information to all employees as possible.
b.
provide each person with whatever information that person needs to serve the customer
when that person needs it.
c.
supply information at whatever pace after a person needs and requests it.
d.
allow guests access to company information so they can feel involved in creating the guest
experience.
43. The best hospitality companies are using the integrated information system philosophy to
a.
determine how well all parts of their service operations are working.
b.
figure out what can be done to better meet customer needs.
c.
help improve efficiency.
d.
all of the above.
44. New technological trends have an impact on which of the following?
a.
organizational design
b.
frontline employee responsibilities
c.
need for middle managers
d.
all of the above
45. An effective strategy for increasing the information flow is to
a.
add redundant resources.
b.
increase the organization’s capacity for generating data.
c.
put everybody online.
d.
have managers troubleshoot to find bottlenecks.
46. Hospitality organizations use technology to
a.
keep data on guest preferences.
b.
keep track of how well the delivery system is functioning.
c.
add to the “high–touch” nature of the guest experience.
d.
all of the above.
47. A collaborative filter
a.
is a way to share information about yourself with others.
b.
is commonly found on commercial web sites like Amazon.
c.
helps organize searches on things you like.
d.
all of the above.
48. The most effective way to sort through and analyze a large amount of information is
a.
collaborative filtering.
b.
market segmentation.
c.
data mining.
d.
Q sorts.
49. Decision support systems
a.
can make routine decisions.
b.
support managers making decisions.
c.
organize large amounts of different data to make decision making easier.
d.
all of the above.
50. High tech can become high touch when
a.
technology frees up employees from routine tasks to help guests with problems.
b.
technology requires guests to use self-service.
c.
technology can be programmed to mimic human characteristics.
d.
technology requires guests to touch a mouse-like device.