Guestology in Hospitality Management
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Questions and Answers

What is Guestology focused on studying?

  • Guest behaviors, needs, and expectations in service (correct)
  • Financial management in restaurants
  • Marketing strategies in hotels
  • Employee behaviors in hospitality
  • 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.

    <p>shopping list</p> Signup and view all the answers

    Match each type of customer with its description:

    <p>Loyal Customers = Drive majority of sales revenues despite being a small percentage Discount Customers = Contribute to cash flow through markdowns Wandering Customers = Generate large traffic but low sales Need-base Customers = Buy for specific reasons or occasions</p> Signup and view all the answers

    According to Knutson's research, what has intense competition in the hospitality industry led businesses to seek?

    <p>Ways to differentiate and capture high quality</p> Signup and view all the answers

    Joseph Juran defined quality as 'fitness for use'.

    <p>True</p> Signup and view all the answers

    The world body for standard formulation is known as __________.

    <p>ISO</p> Signup and view all the answers

    Which quality dimension refers to the ability to perform a service product dependably and accurately?

    <p>Reliability</p> Signup and view all the answers

    Aesthetics is a highly objective dimension of quality.

    <p>False</p> Signup and view all the answers

    Who is known as the father of Statistical Quality Control?

    <p>Walter A. Shewhart</p> Signup and view all the answers

    The _____ dimension of quality relates to how service products meet the standard set.

    <p>conformance</p> Signup and view all the answers

    Match the following quality experts with their contributions:

    <p>William Edwards Deming = Plan-Do-Study-Act (PDSA) Joseph M. Juran = Quality Control Handbook Philip B. Crosby = Zero Defects program Kaoru Ishikawa = Fishbone diagram</p> Signup and view all the answers

    What does the term 'serviceability' refer to in the context of quality dimensions?

    <p>The speed and ease of repair</p> Signup and view all the answers

    Durability is more detectable in services rather than goods.

    <p>False</p> Signup and view all the answers

    What term describes the sequence of acts, tasks, and procedures performed with consistency?

    <p>Service</p> Signup and view all the answers

    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.

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