Question 1

Service marketing requires both internal marketing and ________ marketing.

Accepted Answer

D

Question 2

Hospitality companies face the task of increasing three major marketing areas:

Accepted Answer

Service differentiation, service quality, and service productivity are the three major marketing areas hospitality companies focus on to stand out in a competitive market, ensure customer satisfaction, and operate efficiently.

Question 3

"We are Ladies and Gentlemen serving Ladies and Gentlemen," is a motto for:

Accepted Answer

"We are Ladies and Gentlemen serving Ladies and Gentlemen," is the well-known motto of Ritz-Carlton, a luxury hotel brand.

Question 4

At the Ritz-Carlton, each employee can spend up to ________ to redress a guest grievance.

Accepted Answer

The Ritz-Carlton empowers each of its employees to spend up to $2,000 to solve a guest's problem or improve their stay without needing to seek approval from a manager. This policy is part of their commitment to exceptional customer service.

Question 5

Perhaps the best measure of service quality is:

Accepted Answer

Customer retention is the best measure of service quality as it indicates how satisfied customers are with the service they receive. Customers are likely to continue doing business with a company if they are happy with the level of service provided. Low employee turnover and profitability may also be indicators of good service quality, but they can be influenced by factors other than service quality alone. Total sales may not necessarily reflect customer satisfaction with the service provided.

Question 6

Disneyland's version of the ride reservation is called:

Accepted Answer

The correct name for Disneyland's ride reservation system is FastPass. This system allows guests to reserve a specific time slot to return to a ride and bypass the regular line.

Question 7

If you manage a 200-room hotel, and only sell 150 rooms tonight, you can't stockpile the extra 50 rooms to sell tomorrow. This is a problem with the ________ of services.

Accepted Answer

The concept of perishability refers to the fact that services cannot be stored or saved for later use. Once a service opportunity is missed, it cannot be recaptured or sold at a later time. In this scenario, the extra 50 unsold rooms cannot be saved for sale the next day and will essentially go to waste, demonstrating the perishability of services.

Question 8

In a well-run hospitality organization, there are two customers, the paying customers and the ________.

Accepted Answer

The second customer in a well-run hospitality organization are the employees. They are crucial in providing quality service and an enjoyable experience to the paying customers. Happy and well-trained employees can also help with customer retention and positive reviews.

Question 9

Price is ________ related to demand for most products.

Accepted Answer

Price and demand have an inverse relationship for most products. When the price increases, the demand decreases, and when the price decreases, the demand increases. This is known as the law of demand in economics.

Question 10

Which of the following statements is FALSE?

Accepted Answer

The answer of Which of the following statements is FALSE?
...

Question 11

A casino employee's uniform or a restaurant's fancy front lobby are a means of:

Accepted Answer

Tangibilizing the service means creating physical evidence or visuals that help to communicate the intangible service to the customer. A casino employee's uniform and a restaurant's fancy front lobby are examples of tangible cues that help to communicate the quality and value of the service being provided.

Question 12

The fact that services cannot be seen, tasted, felt, or smelled relates to which service characteristic?

Accepted Answer

Intangibility is the service characteristic that refers to the fact that services cannot be seen, tasted, felt, or smelled.

Question 13

We as customers cannot take service on a "test drive," meaning we cannot evaluate them before we use them. This is a problem with the ________ of the service.

Accepted Answer

The answer of We as customers cannot take service on...

Question 14

The fact that a business traveler will have a very positive check-in experience during one stay at a hotel and then a very negative check-in experience the next time is an issue related to which service characteristic?

Accepted Answer

The issue of having a positive check-in experience during one stay and a negative experience the next time is related to variability, which means that the quality of the service can vary from one interaction to another.

Question 15

Overbooking is another method that hotels, restaurants, trains, and airlines use to match:

Accepted Answer

Overbooking is used to match demand with capacity. This means that businesses accept more bookings or reservations than they can actually accommodate because some customers will cancel or not show up, allowing the business to fill all the available spaces or seats. It helps businesses make the most of their resources while minimizing the risk of leaving empty spaces or unsold products.

Question 16

Which of the following is NOT part of the service profit chain?

Accepted Answer

External service quality is not part of the service profit chain because it is the outcome of other factors in the chain such as internal service quality, employee satisfaction and loyalty, and customer satisfaction and loyalty. The service profit chain focuses on the relationship between the internal factors of an organization (e.g. employee satisfaction, internal service quality) and the external factors (e.g. customer satisfaction, profitability).

Question 17

Which of the following is NOT a link in the service-product chain?

Accepted Answer

Increasingly intangible services is a link in the service-product chain, as it refers to the trend of services becoming more intangible and difficult to measure. The other options are all important links in the chain, as healthy service profits and growth, satisfied and productive service employees, and greater service value are all necessary for a successful service-product chain.

Question 18

Because services are characterized by the issue of inseparability, service providers will often have to:

Accepted Answer

Inseparability in services means that production and consumption occur simultaneously, often requiring the presence or participation of the customer. Therefore, training customers can help ensure they understand their role in the service process, leading to a smoother and more efficient service experience.

Question 19

Studies have shown the best way to deal with service failure is to:

Accepted Answer

Giving the unhappy customer timely information regarding the failure shows that the business is transparent, trustworthy, and values its customers. It allows the customer to understand the situation better and can help to restore trust in the business. Ignoring the failure or replacing the customer is not a solution and may lead to the loss of a loyal customer. Refunding the customer's money may be appropriate in certain situations, but it should not be the only solution to every service failure.

Question 20

Developing a good ________ policy minimizes the chance of walking a guest.

Accepted Answer

Overbooking is the practice of accepting more reservations than the number of available rooms. Developing a good overbooking policy can help minimize the chances of having to turn away guests due to lack of available rooms.

Quiz 2: Service Characteristics of Hospitality and Tourism Marketing