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Questions and Answers
What is Guestology focused on studying?
Loyal customers represent more than 50% of a company's customer base.
False
What is one of the primary responsibilities of a waiter in a dining setting?
Anticipating guest needs
Impulse customers tend to shop without a __________ in mind.
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Match each type of customer with its description:
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According to Knutson's research, what has intense competition in the hospitality industry led businesses to seek?
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Joseph Juran defined quality as 'fitness for use'.
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The world body for standard formulation is known as __________.
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Which quality dimension refers to the ability to perform a service product dependably and accurately?
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Aesthetics is a highly objective dimension of quality.
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Who is known as the father of Statistical Quality Control?
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The _____ dimension of quality relates to how service products meet the standard set.
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Match the following quality experts with their contributions:
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What does the term 'serviceability' refer to in the context of quality dimensions?
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Durability is more detectable in services rather than goods.
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What term describes the sequence of acts, tasks, and procedures performed with consistency?
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Study Notes
Guest and Customer Segmentation
- Guests are the end users in the hospitality industry who engage with service providers.
- Guestology: Scientific study focusing on the behaviors, needs, and expectations of individuals in service environments to enhance service management.
Customer Types
- Loyal Customers: Form 20% of customer base but generate most sales revenue; essential for business strategy.
- Impulse Customers: Shop instinctively without a list, ideal for suggestive selling.
- Discount Customers: Contribute to cash flow by purchasing products at marked-down prices.
- Need-based Customers: Purchase for specific reasons, often challenging to upsell.
- Wandering Customers: Generate high traffic but yield low sales due to lack of specific needs.
Quality in Hospitality
- Intense Competition: Businesses seek differentiation to capture quality customers (Knutson, 1990).
- Quality Measurement: Focus on achieving the highest possible quality in tourism services (Weiermair, 2000).
- Joseph Juran: Defined quality as "fitness for use," establishing fundamental quality concepts.
Dimensions of Quality
- Performance: Primary operating characteristics of services.
- Features: Secondary dimensions enhancing basic service performance.
- Reliability: Ability to deliver promised service consistently.
- Conformance: Meeting design and characteristic standards.
- Durability: More relevant to goods; includes technical and economic dimensions.
- Serviceability: Related to goods; encompasses repair aspects such as speed and courtesy.
- Aesthetics: Subjective perception of service quality.
- Perceived Quality: Guests' indirect measurement of service dimensions influences brand comparison.
Key Quality Control Contributors
- Walter A. Shewhart: Introduced Statistical Quality Control principles.
- William Edwards Deming: Developed the Plan-Do-Study-Act (PDSA) cycle for continuous improvement.
- Joseph M. Juran: Notable for his Quality Control Handbook.
- Philip B. Crosby: Advocated for the Zero Defects program in quality management.
- Armand V. Feigenbaum: Developed the Total Quality Control (TQC) methodology.
- Kaoru Ishikawa: Known for the "fishbone" diagram in quality analysis.
- Genichi Taguchi: Introduced statistical methodologies for quality improvement.
Marketing in Service Industry
- James H. Donnelly I: Highlighted the differences in marketing strategies for services versus goods.
- Walt Disney Company: Established the notion of service providers as "cast members," promoting teamwork akin to theatrical production.
Emotional Responses
- Hospitality: Defined as the positive emotional response elicited from guests, crucial for service success.
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Description
Explore the science of Guestology, focusing on the behaviors, needs, and expectations of guests in the hospitality industry. Understand how waiters anticipate guest needs and the significance of establishing loyalty among customers. This quiz highlights essential concepts for managing service organizations effectively.
