Podcast
Questions and Answers
To operate at ______ capacity, a service must adjust its operating system to enable business functions effectively.
To operate at ______ capacity, a service must adjust its operating system to enable business functions effectively.
maximum
Quality in the tourism and hospitality industry is defined as the ______ delivery of products and guest services based on anticipated standards.
Quality in the tourism and hospitality industry is defined as the ______ delivery of products and guest services based on anticipated standards.
reliable
The SERVQUAL technique compares customer ______ of quality against customer expectations to measure service quality.
The SERVQUAL technique compares customer ______ of quality against customer expectations to measure service quality.
perceptions
Under the SERVQUAL model, ______ refers to the willingness of employees to help customers and offer a speedy service.
Under the SERVQUAL model, ______ refers to the willingness of employees to help customers and offer a speedy service.
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The service profit chain consists of five links, starting with internal service quality and leading to healthy service profits and ______.
The service profit chain consists of five links, starting with internal service quality and leading to healthy service profits and ______.
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______ are tools used by businesses to select customers and continue relationships with them to grow their lifetime value to the business.
______ are tools used by businesses to select customers and continue relationships with them to grow their lifetime value to the business.
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[Blank] Marketing in service industries involves training and motivating customer contact employees and supporting service people to work as a team and provide customer satisfaction.
[Blank] Marketing in service industries involves training and motivating customer contact employees and supporting service people to work as a team and provide customer satisfaction.
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A solution to price competition is to develop a differentiated offering, which can include innovative ______ that set one company’s offer apart from its competitors.
A solution to price competition is to develop a differentiated offering, which can include innovative ______ that set one company’s offer apart from its competitors.
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Service productivity can be increased by strategies such as cross-training current employees and harnessing the power of ______.
Service productivity can be increased by strategies such as cross-training current employees and harnessing the power of ______.
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To reduce ______ risk, hospitality companies should aim to deliver a consistent product over time, thereby increasing customer loyalty.
To reduce ______ risk, hospitality companies should aim to deliver a consistent product over time, thereby increasing customer loyalty.
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______ scanning is the process of collecting information about forces in the marketing environment, utilizing observation and secondary sources.
______ scanning is the process of collecting information about forces in the marketing environment, utilizing observation and secondary sources.
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______ shopping involves hiring an undercover customer to evaluate a company's service quality by experiencing it firsthand.
______ shopping involves hiring an undercover customer to evaluate a company's service quality by experiencing it firsthand.
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Offering personalized menus and welcome notes are examples of ______ during interactions.
Offering personalized menus and welcome notes are examples of ______ during interactions.
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Using ______ monitoring helps companies understand customer sentiment and address concerns shared on social platforms.
Using ______ monitoring helps companies understand customer sentiment and address concerns shared on social platforms.
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A ______-up survey allows customers more time to provide comprehensive responses compared to immediate post-service ratings.
A ______-up survey allows customers more time to provide comprehensive responses compared to immediate post-service ratings.
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Flashcards
Internal Marketing
Internal Marketing
Training and motivating employees to enhance customer satisfaction and teamwork.
External Marketing
External Marketing
Traditional marketing strategies targeting customers via ads and social media.
Interactive Marketing
Interactive Marketing
Quality of service perceived by customers during interactions with service staff.
Managing Service Quality
Managing Service Quality
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Resolving Customer Complaints
Resolving Customer Complaints
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Mystery Shopping
Mystery Shopping
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Post Service Rating
Post Service Rating
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Follow-up Survey
Follow-up Survey
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Social Media Monitoring
Social Media Monitoring
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Environmental Scanning
Environmental Scanning
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Service Quality in Tourism
Service Quality in Tourism
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SERVQUAL Technique
SERVQUAL Technique
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Five Dimensions of Service
Five Dimensions of Service
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Reliability
Reliability
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Customer Relationship Management (CRM)
Customer Relationship Management (CRM)
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Study Notes
Marketing for Hospitality and Tourism - Chapter 2
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Service characteristic focuses on serving and satisfying the customer
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Creation of a service culture starts with top management and flows down
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Managers do not control the quality of the product when it is a service
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The quality of the service depends on the service workers and how they produce and deliver it
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Intangibility: Services can't be seen, tasted, felt, heard or smelled before purchase
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Physical Evidence is important for the service's success
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Inseparability: Services are not separable from their providers
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Variability: Quality of service depends on who provides it, when, where and how
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Perishability: Services can't be stored for later use
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Service Profit Chain links service firm profits with employee and customer satisfaction
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Internal service quality, satisfied and productive service employees, greater service values, satisfied and loyal customers, healthy service profits and growth
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Three marketing types exist in service industries:
- Internal Marketing
- External Marketing
- Interactive Marketing
- Internal marketing: Service firm effectively trains and motivates its customer-contact employees and supporting staff to provide customer satisfaction
- External marketing: Traditional business marketing; involves showing customers how the services benefit them (advertising, website, social media).
- Interactive marketing: Service quality heavily depends on the buyer-seller interaction
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Management strategies for service businesses
- Managing differentiation to develop differentiated offerings, which include innovative features that set a company's offer apart from competitors (a solution to price competition)
- Managing service quality measures how well a company meets customers' expectations
- Managing service productivity increases service productivity while reducing costs (cross-training employees, using technology)
- Resolving customer complaints is critical for customer retention
- Managing employees as part of the product; the human resource and marketing departments must work together
- Managing perceived risk; perceived risk when purchasing hospitality products often increase loyalty to hospitality businesses with a consistent product in the past
- Managing capacity and demand; service businesses must adjust operations to meet maximum capacity and create satisfied customers
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Delivering service quality: Quality defined as the reliable delivery of products and guest services based on standards.
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Measuring service quality:
- SERVQUAL Technique compares customer perceptions of quality to customer expectations; the five dimensions are reliability, assurance, tangibles, empathy and responsiveness
- Mystery Shopping hires undercover customers to examine service quality
- Customer Service Rating asks customers to rate service immediately following service
- Follow-up survey (email survey, Google Forms) offers customers more comprehensive responses
- Social Media Monitoring: Use of social media for customer feedback and complaint resolution
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The marketing environment consists of external forces that directly and indirectly influence an organization's acquisitions of inputs (human, financial, and natural resources, and raw materials and information) and creation of outputs (goods, services, or ideas).
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Environmental scanning is the process for collecting information about forces in a marketing environment
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Environmental analysis assesses and interprets information from environmental scanning to assess performance of current marketing efforts and develop future strategies
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The marketing environment consists of the actors and forces outside marketing that affect a company's ability to build and maintain successful relationships with target customers
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Marketing Environment has two divisions:
- Macro Environment
- Micro Environment
- Macro environment includes forces that affect all businesses in a market (political, legal, economic, technological, natural, and cultural forces)
- Micro environment includes close factors that affect a business directly (customers, competitors, suppliers, marketing intermediaries, etcetera).
- Understanding the micro environment helps firms to understand their own operations, as well as those of their competitors.
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The Micro environment includes the companies, suppliers, marketing intermediaries, customers, competitors, and publics
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The Macro environment consists of political, legal, economic, social/cultural, and technological factors
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Industries are frequently competitive
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It's essential to know the competitors in the industry, their marketing strategy and how to use this knowledge to stay on top of the game.
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The competitive strategy and environment plays a significant role in success or failure of an organization.
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The natural environment includes resources and activities of the environment and the impact if marketing has on it
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Economic environment: Factors affecting consumers' purchasing power, influencing spending patterns
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The global economy includes global economic dealings, exchange rates impacting travel and tourism
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Political environment made up of laws, government agencies, and pressure groups which greatly affect organizations
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Description
Test your knowledge on key concepts in service quality within the tourism and hospitality industry. Explore terms related to customer expectations, employee performance, and the SERVQUAL model. This quiz will help reinforce your understanding of how quality impacts customer satisfaction and business success.
