Hotel Marketing Prelim 1 Ch. 2

The service culture focuses on ________ and ________ customers.
The service culture focuses on serving and satisfying customers.
Creation of a service culture has to start with top ________ and flow down.
Creation of a service culture has to start with top management and flow down.
Four Service Characteristics
1. (Blank)–services cannot be seen, tasted, felt, heard, or smelled before purchase.
2. (Blank)–services cannot be separated from their providers
3. (Blank)–Quality services depends on who provides them and when, where and how.
4. (Blank)–Services cannot be stored for later sale or use
Four Service Characteristics
1. Intangibility–services cannot be seen, tasted, felt, heard, or smelled before purchase.
2. Inseparability–services cannot be separated from their providers
3. Variability–Quality services depends on who provides them and when, where and how.
4. Perishability–Services cannot be stored for later sale or use
Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are purchased. In the hospitality and travel industry, many of the products sold are ________ experiences.
Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are purchased. In the hospitality and travel industry, many of the products sold are intangible experiences.
________, such as the condition of the grounds and the overall cleanliness of an establishment, provide signals as to the quality of the intangible service.
Tangibles, such as the condition of the grounds and the overall cleanliness of an establishment, provide signals as to the quality of the intangible service.
In most hospitality services, both the service ________ and the ________ must be present for the transaction to occur.
In most hospitality services, both the service provider and the customer must be present for the transaction to occur.
Managers must manage ________ so they do not create dissatisfaction for others.
Managers must manage customers so they do not create dissatisfaction for others.
Another implication of inseparability is that customers and employees must understand the service delivery system because they are ________ the service.
Another implication of inseparability is that customers and employees must understand the service delivery system because they are coproducing the service.
Customer coproduction means organizations must ________, ________, and ________ customers.
Customer coproduction means organizations must select, hire, and train customers.
The benefits of a guest becoming an “employee” because of coproduction include increased ________, ________, and reduced ________ time.
The benefits of a guest becoming an “employee” because of coproduction include increased value, customization, and reduced waiting time.
Services are highly ________. Their quality depends on who provides them and when they are provided.
Services are highly variable. Their quality depends on who provides them and when they are provided.
Several causes of service variability include simultaneous production and ________, fluctuating ________, and the ________ of the service provider.
Several causes of service variability include simultaneous production and consumption, fluctuating demand, and the skill of the service provider.
________, or lack of consistency in the product, is a major cause of customer disappointment in the hospitality industry.
Variability, or lack of consistency in the product, is a major cause of customer disappointment in the hospitality industry.
Three steps hospitality firms can take to reduce variability and create consistency:
a. Invest in good ________ and ________ procedures.
b. ________ the service performance process throughout the organization.
c. Monitor customer ________.
Three steps hospitality firms can take to reduce variability and create consistency:
a. Invest in good hiring and training procedures.
b. Standardize the service performance process throughout the organization.
c. Monitor customer satisfaction.
Revenue lost from not selling hotel rooms or filling restaurant seats is gone forever. Therefore, it can be said that services are ________.
Revenue lost from not selling hotel rooms or filling restaurant seats is gone forever. Therefore, it can be said that services are perishable.
The service-profit chain connects service firm profits with employee and customer satisfaction. It consists of five links:
a. Healthy service ________ and ________
b. Satisfied and loyal ________
c. Greater service _______
d. Satisfied and productive service ________
e. Internal service ________
The service-profit chain connects service firm profits with employee and customer satisfaction. It consists of five links:
a. Healthy service profits and growth
b. Satisfied and loyal customers
c. Greater service value
d. Satisfied and productive service employees
e. Internal service quality
________ marketing means that the service firm must effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.
Internal marketing means that the service firm must effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.
________ marketing means that perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter.
Interactive marketing means that perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter
Service companies face the task of increasing three major marketing areas: their competitive ________, ________ quality, and ________.
Service companies face the task of increasing three major marketing areas: their competitive differentiation, service quality, and productivity.
Service companies can differentiate their service delivery in three ways: through ________, physical ________, and ________.
Service companies can differentiate their service delivery in three ways: through people, physical environment, and process.
Customer ________ is perhaps the best measure of quality, as it is dependent on how consistently a service firm delivers value
Customer retention is perhaps the best measure of quality, as it is dependent on how consistently a service firm delivers value
Good service ________ can win more customer purchasing and loyalty than if things had gone well in the first place.
Good service recovery can win more customer purchasing and loyalty than if things had gone well in the first place.
Customer ________ are one of the most available yet underutilized sources of customer and market information.
Customer complaints are one of the most available yet underutilized sources of customer and market information.
Service marketers should take steps to provide their prospective customers with evidence that will help tangibilize the service. Promotional ________, employees’ ________, and the service firm’s physical ________ all help tangibilize service.
Service marketers should take steps to provide their prospective customers with evidence that will help tangibilize the service. Promotional material, employees’ appearance, and the service firm’s physical environment all help tangibilize service.
A service organization should review every piece of tangible evidence to make sure that each delivers the desired organization ________ – the way a person or group views an organization – to target customers.
A service organization should review every piece of tangible evidence to make sure that each delivers the desired organization image – the way a person or group views an organization – to target customers.
In a well-run hospitality organization, there are two customers: ________ customers and ________.
In a well-run hospitality organization, there are two customers: paying customers and employees.
Customers who buy hospitality products experience some anxiety because they cannot experience the product beforehand. One way of combating concern is to offer ________ trips, which allow meeting planners and travel agents to experience the service in a low-risk situation.
Customers who buy hospitality products experience some anxiety because they cannot experience the product beforehand. One way of combating concern is to offer familiarization trips, which allow meeting planners and travel agents to experience the service in a low-risk situation.
Managers can use the following techniques to manage capacity:
a. Involve the ________ in the service delivery system
b. ________-train employees
c. Use ________-time employees
d. _______ or ________ extra facilities and equipment
e. Schedule downtime during periods of ________ demand
f. Change the ________-delivery system
Managers can use the following techniques to manage capacity:
a. Involve the customer in the service delivery system
b. Cross-train employees
c. Use part-time employees
d. Rent or share extra facilities and equipment
e. Schedule downtime during periods of low demand
f. Change the service-delivery system
Managers can use the following techniques to manage demand:
a. Use ________ to create or reduce demand
b. Use ________ – allow guests to request a specific time or room type
c. ________ – take more requests than you have space available
d. Revenue ________ – establish different rate “fences”
e. Use ________ – customers are helped on a “first-come, first served” basis
f. Shift ________
g. Create ________ events – “Buy-one-get-one free” or “Children eat free” are examples
Managers can use the following techniques to manage demand:
a. Use price to create or reduce demand
b. Use reservations – allow guests to request a specific time or room type
c. Overbook – take more requests than you have space available
d. Revenue management – establish different rate “fences”
e. Use queuing – customers are helped on a “first-come, first served” basis
f. Shift demand
g. Create promotional events – “Buy-one-get-one free” or “Children eat free” are examples