QUIZ 02: Service Characteristics of Hospitality Marketing

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?

• Inseparability

• Variability

• Perishability

• Intangibility

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.

• Inseparability

• Variability

• Perishability

• Intangibility

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

• Reduce inventory

• Train the customers

• Lower their prices

• Minimize the inseparability issue

Perhaps the best measure of service quality is:

• Customer retention

• Low employee turnover

• Profitability

• Total sales

Which of the following statements is FALSE?

• One goal of CRM is to make switching costs high.

• CRM combines marketing, business strategy and information technology to better understand customers.

• CRM calls for developing unique and lasting relationships with customers.

• The use of CRM in the hospitality industry appears to be strong.

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

• Hilton

• Marriott

• Ritz-Carlton

• Conrad Hotels

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

• Non-paying

• Employees

• Guests of the customer

• Customer's company

Bill Marriott would say that the first set of people you need to satisfy are your customers.

• TRUE

• FALSE

Most restaurant kitchens would be considered examples of invisible organizations.

• TRUE

• FALSE

The three services marketing are: internal, external and interactive.

• TRUE

• FALSE