HFT 3240 Exam 1 | Questions and Answers

HFT 3240 Exam 1 | Questions and Answers True or false: Embassy Suites, Waldorf Astoria, Residence Inn, and Hampton Inns are all Hilton Brands. False, they do not own the Residence Inn it's owned by Marriot True or fals ...

HFT 3240 Exam 1 | Questions and Answers True or false: Embassy Suites, Waldorf Astoria, Residence Inn, and Hampton Inns are all Hilton Brands. False, they do not own the Residence Inn it's owned by Marriot True or false: With Hilton Honors you can earn airline miles. True True or false: The Hilton Brand is connected to around 500,000 rooms. True True or false: The CRM initiative started by Hilton in 2002 states that: Customers Really Matter. True True or false: The Mobley Hotel was founded by Paris Hilton in 1919. False My Starbucks Idea is an example of customers co-creation of value Why customer-to-customer communication should be also carefully managed? It has significant influence on customer purchasing decisions To monitor traffic and learn about customers perceptions To engage in some of the conversations where it can be beneficial for the company To make an informed decision about the amount of resources allocated towards social media All of the above Which questions would be the most effective in defining levels of customer satisfaction and loyalty with service they received? Would you come back in future? Did you enjoy the experience? Would you recommend a service to someone else? Would you leave a review on the website? Did you post anything about us in the social media? Which statement is true about internal (or partial) customers? Internal customers exist only in the service firms They are crucial marketer researchers in the company They are the ones who always work from back-of house Internal customers are vital for the company as they play a role of internal marketers b and d only Which of the following methods is highly dependent on skills of moderator? In-depth interviews Focus-group interviews Customer surveys Mystery shopper Complaint analysis Who is an 'internal customer'? A staff member Service marketing is the connection between Production and consumption Customer-centric organizations focus on Needs of the target audience How many categories of customers are there: There are no categories customers are the current clients of the firm Two internal and external customers Three Internal, external and ex-customers Four Internal, external, ex-customer and potential customers None of the above Internal marketing focuses on motivating employees towards customer focused service performance The customer centricity approach has an impact on All internal activities of the company The way company interacts with the customers All the company s operations Company s focus and strategy All of the above In service marketing, service employees are often referred to as Part-time marketers What do mystery shoppers do? Observe and record service performers Guestology refers to A study of customers behaviors Effective feedback communications systems means: A) Establishing regular two-way communication between staff members and the management B) Offering an opportunity for joint problem-solving activity, involving both the customer and the contact person C) Offering a superior service quality and value to customers D) Offering communication back to customers, so they know they are listened to E) All of the above Employees are called customer advocates when: A personal relationship with the customer becomes established What is mystery shopper program designed for? To aspire the company to design and clarify its expectations for service and perfect customer experience The main objective of internal marketing is to A) attract, motivate, and retain good employees B) design jobs to satisfy employees wants and needs C) design jobs that nurture and develop employees D) create a conflict-free work environment E) all of the above The growth of the service industry is induced b Increase household income Which one is an example of a peripheral service? -car washing service in a petrol station -WIFI connection on a flight -anything offered for free together with the core product -a and b only -all of above The demand for services has increased because of -economic prosperity -customer satisfaction -in service firms -changes in social, work and interacting habits -expansion of choice for all customers -a and c only Which of the following firms gained their advantage through a unique service concept? Southwest Airlines Ikea Dell Starbucks all of the above Which of the statements is true for bundles? they include core and peripherals they may include tangibles and intangibles they can help the firm to serve different customer groups they can help a company distinguish itself from the competition all of above When family income increases, The percentage spent on education, health, and entertainment increases rapidly Which statement is true for services? first comes consumption, then production first comes production, then consumption first sold, then produced and consumed simultaneously either production or consumption occurs, but never both services can only be consumed What has had the most impact on the economic growth of today's service industry? Information technology Servitization means using service offers to add value to the core product What are peripheral services? the little things offered as added bonuses Which statement is true for service bundles? Bundling is a cross functional system If you visit the hairdresser and are offered a cup of coffee or tea while you are waiting, this is: A tangible peripheral Main functional components of hospitality include: Entertainment The demand for services has increased because of A & C only Economic prosperity and changes in social, work and interacting habits According to the case study on Starbucks, founder Howard Schultz holds the belief that employee satisfaction and customer satisfaction are not related in any way. False According to the case study on Starbucks, how has the Frappuccino beverage increased in-store sales? By boosting customer traffic during non-peak hours. According to the case study on Starbucks, Christine Day attributed the decrease in Starbucks customer satisfaction primarily to their product quality. False According to "Starbucks: Delivering Customer Service," the plan to invest an additional $40 million annually into the company's stores would allow for the addition of 20 more hours of labor a week at each store. What was the overall goal of this plan? To improve speed-of-service and thereby increase customer satisfaction What has had the most impact on the economic growth of today's service industry? information technology Which one of the following statements is true? primary needs are fulfilled through peripheral services secondary needs are fulfilled through core services primary needs are fulfilled through core services peripheral services may compensate for poor core services c and d only Service management is a multidisciplinary field that relies on: consumer behavior marketing operations human resource management all of above Choose a type of service or event where an increased demand improves quality of experience: music festival foodstore nightclub a and c only all of above Implications of intangibility include: hard to differentiate one service offer from another perception of risk increases reliability of service depends on the word-of-mouth and social media high involvement and co-producing role of customers is inevitable all of the above Implications of heterogeneity include: -same service results in different experiences -make service offers unreliable -create a burden for brand consistency -customer s participation is inevitable -a and c only Multiple consumption construct relates to an idea of A) various ways of consuming same service offers B) having various purposes for buying the same service C) consuming packages and bungles of service offers D) service is consumed by more than one person simultaneously E) none of the above Distinctive features of service present significant challenges for service providers, including ensuring customer satisfaction ensuring consistent service quality achieving operational efficiency management of supply and demand all of above The management and marketing of services requires a different approach from that of products, because: -service outcomes are intangible in nature -services cannot be replicated -services are easier to assess in comparison to products -none of the above -a and b only Part-time marketers are employees who are -casual / park-time workers in marketing department -role where some duties include marketing -seasonal worker or intern working in marketing -all front-line service workers -all of the above What are the implications of perishability? A) ownership is possible for the producer B) service production is conducted ahead of time C) if a service is not used, the opportunity for sale is lost forever D) as soon as the service perishes, you can produce a new one E) c and d only On the product to service continuum from product dominant to service dominant, which of the following represents the order most accurately? accommodation, food, room service, reservation, concierge Which of the statement(s) is correct? A) when demand is operating between optimum and maximum capacity, it creates a risk of inferior service B) optimum level of capacity is the same for all service businesses within the same industry C) maximum capacity is always the desired level achievable D) when demand exceeds the optimum capacity level; most all customers get turned away E) all of the above Heterogeneity occurs A) from the same performer on different occasions B) from one day to another C) from one service performer to another D) a and c E) a, b and c Customization is enabled due to the following distinctive feature(s) of service -intangibility -inseparability -heterogeneity -perishability -none of the above