Ch9 Test Bank Answers Communicating For Service - Hospitality Organizations 2e Test Bank by Robert C. Ford. DOCX document preview.
CHAPTER 9: Communicating for Service
Testbank
True/False
- The purpose of an information system in a hospitality organization is to assist in creating the service experience that the customer expects.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: The Environment as Information System
Difficulty Level: Medium
- Providing information to the guest is in itself a service that is often just as important as the primary service that the organization provides.
Learning Objective: LO 9.1 Recognize the importance of information to your guests.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Informing the Guest
Difficulty Level: Easy
- It is important to share as much information with employees and guests as possible, even if it is not particularly important to them.
Learning Objective: LO 9.1 Recognize the importance of information to your guests.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Informing the Guest
Difficulty Level: Medium
- Information about services offered is usually found as part of the service product itself rather than within the service environment.
Learning Objective: LO 9.2 Describe ways in which information embedded in the service product, setting, and delivery system provides value to the guests.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Information and the Service Product
Difficulty Level: Easy
- Information can also be considered part of the service product.
Learning Objective: LO 9.2 Describe ways in which information embedded in the service product, setting, and delivery system provides value to the guests.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Information and the Service Product
Difficulty Level: Easy
- The service setting itself does not provide useful information to guests of the organization.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Information and the Service Setting
Difficulty Level: Easy
- Graphics are an important way a service organization is able to communicate information through their service environment.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: The Environment and the Service
Difficulty Level: Medium
- The service environment directly influences the customer’s perception of the quality and value of a service organization.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: The Environment and the Service
Difficulty Level: Easy
- Information embedded in the service environment does not enhance or detract from the customer’s service experience.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Environment as Information System
Difficulty Level: Easy
- Information embedded in the service environment should be hidden from customers.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Environment as Information System
Difficulty Level: Easy
- Customer-provided information is another source of information guests can utilize to enhance their experience.
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Customer Provided Information
Difficulty Level: Easy
- One way successfully utilized information systems can help service organizations make the delivery of the guest experience’s more effective is by allowing organizations to customize their guest’s experiences.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Information to the People
Difficulty Level: Medium
- Hospitality organizations should adopt the newest technologies as quickly as possible.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Contexts of organizations in a global society
Answer Location: High Tech Becomes High Touch
Difficulty Level: Medium
- New technologies aim to give guests more of what they want, need, and expect from a service organization.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Knowledge
AACSB: Contexts of organizations in a global society
Answer Location: High Tech Becomes High Touch
Difficulty Level: Easy
- The front and back of the house operations do not need to communicate that much in hospitality and service organizations because they are independent of one another.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Front and the Back of the House
Difficulty Level: Easy
- POS systems have complicated the communication between front and back of the house employees.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Front and Back of the House
Difficulty Level: Easy
- Some POS systems can be accessed from anywhere around the world.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Knowledge
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Point-of-Sales Systems
Difficulty Level: Easy
- Combining POS and CRM systems can act as a strong support for strategic decision making within service and hospitality organizations.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Point-of-Sales Systems
Difficulty Level: Medium
- Decision support systems (DSS) are able to help employees make better decisions, but do not replace the decision maker altogether.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Comprehension
AACSB: Contexts of organizations in a global society
Answer Location: Decision Support Systems
Difficulty Level: Easy
- Artificial Intelligence is a relatively new and innovative technology, but is not something that can be utilized within service and hospitality organizations.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Comprehension
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Using Data to Drive Decisions
Difficulty Level: Easy
- Synthesizing large amounts of data to search for useful information through data analytics is often cheap or free with services offered today.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Comprehension
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Big Data Analytics
Difficulty Level: Medium
- Customer transactions, psychographics, and demographics are all examples of useful types of information that can be analyzed through data analytics.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Market Segmentation
Difficulty Level: Easy
- Data analytics and decision support systems (DSS) can help casinos make decisions about which customers to give incentives and comps to, what type of incentives and comps should be offered, and at what time.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Statistical Analysis
Difficulty Level: Medium
- Data analytics guarantees helping and organization both find and improve business success and guest experiences.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Comprehension
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Big Data Analytics
Difficulty Level: Medium
- In recent years, there has been an increased use of relationship marketing, which emphasizes the market-segment-of-one concept.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Market Segmentation
Difficulty Level: Easy
26. A modeling decision might be appropriate at a hotel in a high crime area to ensure that side doors automatically lock at a specific time.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Modeling Decisions
Difficulty Level: Medium
27. Casinos use loyalty program cards to target in on high profit gamblers and entices them to return by offering them complimentary food, rooms, or tickets.
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Identifying and Targeting your best and Worst Customers
Difficulty Level: Easy
28. Managers often spend too much time over-emphasizing the qualitative data and not enough time on the quantitative data.
Learning Objective: LO 9.6 State the types of problems that can occur when there is too much data.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Focusing on the Numbers
Difficulty Level: Medium
29. Regardless of whether or not the data is good or bad, all information is important to use in making managerial decisions.
Learning Objective: LO 9.6 State the types of problems that can occur when there is too much data.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Bad Information
Difficulty Level: Easy
30. Because decision makers have been out of school the longest, they are typically the ones who are most uncomfortable and unfamiliar with new technology.
Learning Objective: LO 9.6 State the types of problems that can occur when there is too much data.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Learning the System
Difficulty Level: Easy
31. The more a job deals with ambiguous and uncertain situations, the more information is needed to provide quality service product.
Learning Objective: LO 9.7 Explain how the hospitality organization itself can be considered a large information-processing system.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: The Primacy of Information
Difficulty Level: Medium
32. Employee empowerment to fix service failures at the point of failure reduces the need for tracking information up through management for decisions to be made later.
Learning Objective: LO 9.7 Explain how the hospitality organization itself can be considered a large information-processing system.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Reducing Need
Difficulty Level: Easy
33. The best way to manage information is to keep it in the hands of the managers who make those decisions.
Learning Objective: LO 9.7 Explain how the hospitality organization itself can be considered a large information-processing system.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Everybody Connected
Difficulty Level: Easy
Multiple Choice
34. What helps communicate the quality and value of the service experience as well as guide the guest’s perception of their experience?
- informational cues
- data mining
- cross-selling
- decision support systems (DSS)
Learning Objective: LO 9.1 Recognize the importance of information to your guests.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Cues Communicate
Difficulty Level: Medium
35. What is the biggest challenge when attempting to implement and utilize information systems to enhance the customer service experience?
- collecting the information
- identifying where your service is failing or underperforming
- getting the right information to the right person in an appropriate format and at the appropriate time
- deciding what information should be shared with customers and what information should not
Learning Objective: LO 9.1 Recognize the importance of information to your guests.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Getting Information Where It Needs to Go
Difficulty Level: Medium
36. Which of the following is an example of how information about the services offered is part of the service environment?
- asking a waiter about the specials
- seeing an advertisement banner on your computer for discount on hotel rooms
- seeing displayed awards and reviews a restaurant has received
- talking with locals about where the best cafes are
Learning Objective: LO 9.2 Describe ways in which information embedded in the service product, setting, and delivery system provides value to the guests.
Cognitive Domain: Comprehension
AACSB: Social responsibility
Answer Location: Information and the Service Product
Difficulty Level: Easy
37. What operating model helps determine the optimum number of units to be reordered based on inventory levels, projected demand, and various associated costs?
- Economic Order Quantity (EOQ)
- Decision Support Systems (DSS)
- Data Management Services (DMS)
- Operational Forecast Systems (OFS)
Learning Objective: LO 9.2 Describe ways in which information embedded in the service product, setting, and delivery system provides value to the guests.
Cognitive Domain: Knowledge
AACSB: Social responsibility
Answer Location: Information as Product: FreshPoint
Difficulty Level: Easy
38. Who can be considered “internal customers” of service organizations?
- Suppliers
- End Users
- Employees
- Potential Customers
Learning Objective: LO 9.2 Describe ways in which information embedded in the service product, setting, and delivery system provides value to the guests.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Giving Employees the Information They Need
Difficulty Level: Easy
39. What helps employees serve guests more efficiently and effectively by assisting in the communication?
- Integrated Information Systems
- Customer Relationship Management (CRM) software
- Operational Forecast Systems (OFC)
- Economic Reorder Quantity (EOQ)
Learning Objective: LO 9.2 Describe ways in which information embedded in the service product, setting, and delivery system provides value to the guests.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Giving Employees the Information They Need
Difficulty Level: Easy
40. Information embedded in the service environment must be
- located in various places
- easily understood by customers
- hidden from customers
- hidden from employees
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: The Environment as Information
Difficulty Level: Easy
41. Which one is a source of customer-provided information?
- Online reviews
- Awards and certificates
- Directional signs
- Customer relationship management software
Learning Objective: LO 9.3 Explain how the service setting communicates information about the quality and value of the service experience.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Customer-Provided Information
Difficulty Level: Easy
42. What is the main way in which new technologies do not create greater value to service organizations?
- Employees don’t want to have to learn new ways of doing things.
- The human contact aspect of the service experience can be lost.
- They can create confusion for guests.
- The time it takes to install and implement new technologies.
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Contexts of organizations in a global society
Answer Location: High Tech Becomes High Touch
Difficulty Level: Medium
43. If information technology systems are utilized to their full potential, hospitality and service organizations should be able to implement what technique to increase profits?
- cross-selling
- viral marketing
- outbound marketing
- reverse marketing
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Cross Selling
Difficulty Level: Medium
44. What type of technological systems assist in the communication and proper sequencing between front and back of the house service employees?
- economic order quantity (EOQ)
- point-of-sale (POS)
- customer relationship management (CRM)
- operational forecast systems (OFS)
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Knowledge
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Point-of-Sale Systems
Difficulty Level: Easy
45. What are systems that go beyond gathering or delivering information, but also help make and improve business decisions in real time?
- decision support systems (DSS)
- point-of-sale (POS) systems
- customer relationship management (CR) systems
- operational forecasting systems (OFS)
Learning Objective: LO 9.5 Recognize the benefits of data analytics to cope with information overload.
Cognitive Domain: Knowledge
AACSB: Financial theories, analysis, reporting, and markets
Answer Location: Decision Support Systems
Difficulty Level: Easy
46. What is information overload?
- When something goes wrong in the data analytics process.
- Tendency of an information system to produce and transmit too much data.
- When the information system shuts down because there is too much data for it to handle.
- Tendency of information to require a lot of storage space in a computer system.
Learning Objective: LO 9.6 State the types of problems that can occur when there is too much data.
Cognitive Domain: Knowledge
AACSB: Systems and processes in organizations
Answer Location: Information Overload
Difficulty Level: Easy
47. What is one of the major concerns regarding the increasing use of technology in service and hospitality organizations, especially regarding customer information?
- information overload
- expense of data analytics
- too much reliance on technology for decision making
- maintaining proper security and protection of collected data
Learning Objective: LO 9.6 State the types of problems that can occur when there is too much data.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Maintaining Security
Difficulty Level: Medium
48. Guest history and ______ are used together to enhance the guest experience by using past experiences to customize future experiences for a guest.
- data warehousing applications
- data integration applications
- big data analytics
- big data storage
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Really Knowing Your Customer
Difficulty Level: Medium
49. Joanna makes a reservation with the front desk of the 5-star Elizabethan Hotel. The Front desk then informs her that the steak house owned by the hotel is also 5-star and has limited reservations left for tonight. She asks Joanna if she would like to make a reservation. This is an example of?
- up-selling
- cross-selling
- profit management
- yield management
Learning Objective: LO 9.4 Discuss the impact of the internet on communication with customers and employees.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Cross-Selling
Difficulty Level: Medium
50. The process of capturing large bodies of information gathered through textual sources for use in business intelligence and research is
- text diagnostics
- diagnostic imaging
- image processing
- text analytics
Learning Objective: LO 9.6 State the types of problems that can occur when there is too much data.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Information Overload
Difficulty Level: Easy
51. Sending an e-mail, a text, and a mailed hard copy of critical information is called?
- redundancy
- unnecessary
- repetitive communication
- inter-disciplinary communication
Learning Objective: LO 9.7 Explain how the hospitality organization itself can be considered a large information-processing system.
Cognitive Domain: Comprehension
AACSB: Systems and processes in organizations
Answer Location: Increasing Capacity
Difficulty Level: Easy