Ch8 Full Test Bank Involving The Guest The Co-Creation Of - Hospitality Organizations 2e Test Bank by Robert C. Ford. DOCX document preview.
CHAPTER 8: Involving the Guest: The Co-Creation of Value
Testbank
True/False
- An important step in managing guests as quasi-employees is to carefully and completely define the roles you want guests to play.
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests As Quasi-Employees
Difficulty Level: Easy
- Hospitality organizations can rely on highly paid, experienced, and well-trained sales representatives to represent the company.
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: The Guest Can Help!
Difficulty Level: Medium
- Quick-serve restaurants tend to permit more co-production of the guest experience than fine-dining restaurants.
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: The Organization Decides
Difficulty Level: Easy
- Quick-serve restaurants benefit from allowing co-production both in front of the counter and behind the counter.
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: The Organization Decides
Difficulty Level: Medium
- Guests who serve as “consultants” to hospitality organizations usually receive a modest consulting fee.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Unpaid Consultants
Difficulty Level: Medium
- George Tilyou’s idea of co-production at Steeplechase Park was never to embarrass any guests in front of other guests.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Part of Each Other’s Experience
Difficulty Level: Medium
- Other guests are a part of the service environment.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Part of Each Other’s Experience
Difficulty Level: Easy
- When guests serve themselves, they are usually helping the organization save on its labor costs.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Co-producers
Difficulty Level: Easy
- Allowing hotel guests to make restaurant reservations by touch-screen television is an example of co-production.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Advantages of Co-production for the Organization
Difficulty Level: Easy
- If guests co-produce their own experiences, they take more ownership of service failures.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location:
Difficulty Level: Medium
- Tipping is an example of how guests can motivate employee behavior.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Motivator
Difficulty Level: Easy
- Co-production usually increases the time required for service.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Advantages of Co-production for the Guest
Difficulty Level: Easy
- To cut costs all organizations should always use full guest participation.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Advantages of Co-production for the Guest
Difficulty Level: Easy
- Co-production leads to a decrease in training costs for an organization.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Advantages of Co-production for the Guest
Difficulty Level: Medium
- An organization changing from full-service to co-production would probably have to make changes in its delivery system.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production for the Organization
Difficulty Level: Medium
- Some guests resent having to co-produce any part of the experience for which they are paying.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production for the Guest
Difficulty Level: Medium
- Guests can be allowed or encouraged to co-produce their own experiences if they have the necessary knowledge, skills, and abilities.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Motivating Guests to Co-produce
Difficulty Level: Medium
- One example of co-production is when a guest provides feedback on a review site such as Yelp or TripAdvisor.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Marketers
Difficulty Level: Easy
- Guests have less contact with service personnel than the organization’s own supervisors do.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Supervisors
Difficulty Level: Easy
- Most guests are willing to give feedback to servers about the quality of the service being provided.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Supervisors and Trainers for Other Guests
Difficulty Level: Easy
- The constant monitoring by guests of the service being provided is a positive influence on service quality.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Supervisors
Difficulty Level: Medium
- Guests can learn to co-produce the experience from hospitality employees and from other guests.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Supervisors
Difficulty Level: Easy
- Co-production is in the organization’s interest when it can save money, increase production efficiency, or differentiate its services from those of competitors.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Determining Where Guest Co-Production Makes Sense
Difficulty Level: Easy
- The feeling of how long something takes is as important to the guest as how long it actually takes.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Key Factors: Time and Control
Difficulty Level: Medium
- The amount of control over the quality, value, risk, or efficiency of the experience that guests think they acquire by participating is more important than the actual degree of control in determining the value of guest participation.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Key Factors: Time and Control
Difficulty Level: Medium
- Guest participation can help waits feel shorter.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Enriching the Wait
Difficulty Level: Easy
- A good service organization would never fire a guest.
Learning Objective: LO 8.5 Explain why hospitality organizations must sometimes “fire the guest” and how to do it.
Cognitive Domain: Comprehension
AACSB: Group and individual behaviors
Answer Location: One Last Point: Firing the Guest
Difficulty Level: Easy
- Letting guests participate can build guest commitment and repeat business.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Building Commitment
Difficulty Level: Easy
- One strategy to invite guests to participate is to let the organization’s market segment know that everyone entering the service setting must provide some of the service themselves.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Inviting Guests to Participate: Guidelines
Difficulty Level: Easy
- Segmenting the service process so that guests entering the service setting can choose the extent to which they can or will participate is inadvisable because it creates many inefficiencies.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Inviting Guests to Participate: Guidelines
Difficulty Level: Medium
- If firing a guest becomes necessary, a subtle firing is always better than an abrupt firing.
Learning Objective: LO 8.5 Explain why hospitality organizations must sometimes “fire the guest” and how to do it.
Cognitive Domain: Comprehension
AACSB: Group and individual behaviors
Answer Location: Firing the Guest
Difficulty Level: Easy
32. A guest who is more engaged creates a better quality product than if the organization created it for them.
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Introduction
Difficulty Level: Medium
33. Guests typically do not like to go to empty restaurants or poorly attended festivals because the idea of being with others or people watching is part of the expected service experience.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Part of Each Other’s Experience
Difficulty Level: Medium
34. The benefit of having guests participate in the service experience always outweighs the costs.
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: The Bottom Line: Costs Versus Benefits
Difficulty Level: Easy
35. A child being left unsupervised and pulling all the levers of the frozen yogurt on purpose spilling it all over the floor is probably a need for an abrupt firing.
Learning Objective: LO 8.5 Explain why hospitality organizations must sometimes “fire the guest” and how to do it.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Abrupt Firings
Difficulty Level: Easy
36. If a guest is incapable of co-production, it is best to quietly help them so they can keep their dignity.
Learning Objective: LO 8.5 Explain why hospitality organizations must sometimes “fire the guest” and how to do it.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Maintaining Guest Dignity
Difficulty Level: Easy
Multiple Choice
37. Co-producing guests do not typically serve as
- capacity planners
- trainers of other guests
- supervisors
- unpaid consultants
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Strategies for Involving the Guest
Difficulty Level: Easy
38. A group couponing site such as Groupon rewards customers who invite their friends to purchase coupons. This is an example of
- Guests as part of each other’s experience
- Guests as marketers
- Guests as unpaid consultants
- Guests as supervisors
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Strategies for Involving the Guest
Difficulty Level: Easy
39. Which of the following is a disadvantage of co-production for the organization?
- possibility of alienating customers who dislike change
- additional cost to train customer contact employees
- decrease in labor costs
- decrease opportunity for service failure
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production for the Organization
Difficulty Level: Medium
40. Involving guests in service delivery usually has little if any impact on
- training costs
- the layout of the service setting
- front-of-house cleanliness
- back-of-house cleanliness
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production for the Organization
Difficulty Level: Medium
41. Guests act as unpaid consultants in the following examples, except for
- Uber or Lyft riders who rate and review their driver.
- Customers voting for a new flavor at a juice bar.
- A mystery shopper giving feedback on a hotel’s service quality.
- Customers who will out comment cards or utilize tableside kiosks to rate service.
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Unpaid Consultants
Difficulty Level: Medium
42. Which of the following is the most serious disadvantage of guest co-production for the organization?
- It increases legal risk.
- It increases training costs.
- It requires changes in the service environment.
- It requires changes in the delivery system.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production for the Organization
Difficulty Level: Hard
43. How can co-production improve the guest’s perception of the service quality?
- Guests experience a sense of pride in having created something.
- Guests are less likely to blame the company for something they co-produced.
- Guests can tailor the service to their personal tastes and preferences.
- Guests can rate service on comment cards.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Advantages of Co-Production for the Guest
Difficulty Level: Medium
44. How can co-production reduce a customer’s perceived or actual wait time?
- Giving the guest something to do while waiting makes the wait feel shorter.
- Removing the middleman (e.g., customers bagging their own groceries) speeds up the process.
- Supplementing employees with self-service kiosks decreases service capacity.
- It increases the user friendliness of the experience.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Advantages of Co-Production for the Guest
Difficulty Level: Medium
45. Guests are NOT motivated to participate in co-producing their own experience when
- They must participate to have the experience.
- The experience is not worth more than the cost.
- Their personalities fit in with co-production.
- They can see financial benefits in the participation.
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Motivating Guests to Co-produce
Difficulty Level: Medium
46. Guests are co-producers in which of the following examples?
- choosing which hotel to stay at
- using the self-check-in kiosk at a hotel
- writing a review of a hotel on TripAdvisor
- researching hotels that have breakfast and a pool
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Co-Producers
Difficulty Level: Medium
47. Theme parks allow guests to choose which rides to go on for the day. In determining the selection of rides, theme parks ensure each ride is up to safety standards so as not to put the guest at risk. This type of co-production enhances _____ for the guest.
- perceived safety
- actual safety
- perceived control
- actual control
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Key Factors: Time and Control
Difficulty Level: Easy
48. The more ______ guests are with the organization, the more qualified they are to provide technical feedback.
- unfamiliar
- familiar
- loyal
- dissatisfied
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Guests as Supervisors
Difficulty Level: Easy
49. An unhappy guest telling an employee that the employee is not providing the service properly is performing a(n)
- formal complaint
- improper escalation
- supervisory function
- service evaluation
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Social responsibility
AACSB: Comprehension
Answer Location: Guests as Supervisors
Difficulty Level: Medium
50. Co-production requires the service delivery system and the service environment to be
- minimalist
- sophisticated
- user-friendly
- enhanced
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production for the Organization
Difficulty Level: Easy
51. A restaurant decides to offer a lunch buffet instead of a la carte ordering. Which of the following is not a co-production benefit of the restaurant’s decision?
- Increase in cost efficiency from being able to serve more customers without needing more waitstaff
- Increase in guests’ perceived control since they can choose their favorite foods in their preferred quantities from the buffet
- Increase in production efficiency from utilizing a kitchen that might otherwise be more idle
- Increase in inventory efficiency from minimizing food waste
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Cutting Costs, Increasing Capacity
Difficulty Level: Hard
52. Organizations can also use guest participation as part of a ______ strategy.
- product differentiation
- loss leader
- market share
- service flow
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Co-production as a Differentiation Strategy
Difficulty Level: Easy
53. Guest co-production ______ the role of the guest-contact employee.
- eliminates
- duplicates
- simplifies
- expands
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Disadvantages of Co-production
Difficulty Level: Easy
54. Thinking of guests as quasi-employees means that the hospitality organization must
- be clear about their requirements
- carefully define the KSAs required of them
- establish a compensation program
- allow them to pay what they feel is fair
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Help Wanted: Co-producer
Difficulty Level: Easy
55. One guest always stays at the same hotel when she is in town because the employees greet her by name, and they always set up her room according to her indicated preferences in her loyalty club profile. This is an example of how co-production
- builds commitment
- decreases the guest’s perceived value
- serves as a differentiation strategy
- cuts costs for the hotel
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Building Commitment
Difficulty Level: Medium
56. Which example below is the most appropriate use of co-production?
- children choosing a toy for their Happy Meal
- office workers brewing their own lattes at a coffee shop
- a self-serve salad bar at a five-star hotel
- a client picking menu items off a catering menu
Learning Objective: LO 8.1 Recognize that there are parts of all service experiences that require co-production.
Cognitive Domain: Analysis
AACSB: Social responsibility
Answer Location: The Organization Decides
Difficulty Level: Medium
57. Although hospitality organizations are reluctant to do so, firing guests may become necessary when
- They demand too much personalized service.
- The guest experience is beyond their information-processing capabilities.
- They endanger employees.
- They complain about the selection of items.
Learning Objective: LO 8.5 Explain why hospitality organizations must sometimes “fire the guest” and how to do it.
Cognitive Domain: Comprehension
AACSB: Group and individual behaviors
Answer Location: One Last Point: Firing the Guest
Difficulty Level: Easy
58. If “firing” a guest becomes necessary, the organization should
- give the guest’s money back
- try to preserve the guest’s dignity
- let the guest decide when to leave
- call security to ensure the guest leaves
Learning Objective: LO 8.5 Explain why hospitality organizations must sometimes “fire the guest” and how to do it.
Cognitive Domain: Knowledge
AACSB: Group and individual behaviors
Answer Location: Maintaining Guest Dignity
Difficulty Level: Medium
59. Which of the following is a group coupon site used by guests to save money, but also serves as a guest-generated marketing tool for organizations?
- Travelocity
- LivingSocial
- E-Bates
Learning Objective: LO 8.2 Describe how, when, and why hospitality organizations encourage or empower guests to help provide their own guest experiences.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Guests as Marketers
Difficulty Level: Medium
60. One example of the high cost of failure is
- the occasional comped meal
- trusting parents to supervise children in trampoline parks
- having guests create their own salad
- expecting guests to know how to work basic machinery
Learning Objective: LO 8.3 Discuss the advantages and disadvantages of guest involvement for the organization and guest.
Cognitive Domain: Analysis
AACSB: Social responsibility
Answer Location: The High Cost of Failure
Difficulty Level: Medium
61. Which of the following best describes when co-production is used as a differentiation strategy?
- restaurants that offer salad bars
- cook it yourself restaurants
- buffet style restaurants
- counter style restaurants
Learning Objective: LO 8.4 Explain what organizations must do to make co-creation successful.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Co-Production as a Differentiation Strategy
Difficulty Level: Medium
Document Information
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