HOSPITALITY ORGANIZATIONAL MANAGEMENT

FINAL EXAM

Name: FRANCO, JODELYN N.

Course: BSHM – 4TH YEAR

TEST 1: MULTIPLE CHOICE. Choose your best answer that corresponds the questions.

1. The study of guests—their wants, needs, expectations, and behaviors—with the

aim of aligning the organization’s strategy, staff, and systems to provide

outstanding service to guests.

a. Guestology

b. Hospitality Industry

c. Guestologist

d. KSA

2. An industry consisting basically of organizations that offer guests courteous,

professional food, drink, and lodging services, alone or in combination, but in an

expanded definition also includes theme parks, gaming facilities, cruise ships,

trade shows, fairs, meetings and events, and convention organizations.:

a. Guestology

b. Hospitality Industry

c. Guestologist

d. KSA

3. A specialist in identifying how hospitality organizations can best respond to the

needs, wants, expectations, and behaviors of their targeted guest markets.

a. Guestology

b. Hospitality Industry

c. Guestologist

d. KSA

4. An abbreviation for knowledge, skills, and abilities necessary to do a job.

a. Guestology
b. Hospitality Industry

c. Guestologist

d. KSA

5. The sum total of the experiences (consisting of the service product, setting, and

delivery system) that the guest has with the service provider on a given occasion

or set of occasions; often referred to as service experience in other service

industries.

a. Guest Experience

b. Service Experience

c. Service Encounter

d. Service Delivery System

6. Same as guest experience, but sometimes used in service industries that do not

typically refer to their customers as guests.

a. Guest Experience

b. Service Experience

c. Service Encounter

d. Service Delivery System

7. The person-to-person interactions or series of interactions between the customers

and the persons delivering the service.

a. Guest Experience

b. Service Experience

c. Service Encounter

d. Service Delivery System

8. The human components and the physical production processes, plus the

organizational and information systems, involved in delivering the service to the

customer.

a. Guest Experience

b. Service Experience

c. Service Encounter

d. Service Delivery System

9. A type of product differentiation that focuses on differentiation in a product based

on quality.

a. Vertical Differentiation
b. Horizontal Differentiation

c. Niche Market

d. Develop Strategy, Vision, and Mission

10. A type of product differentiation when products are differentiated according to a

specific feature.

a. Vertical Differentiation

b. Horizontal Differentiation

c. Niche Market

d. Develop Strategy, Vision, and Mission

11.An advertising strategy that focuses on a unique target market.

a. Vertical Differentiation

b. Horizontal Differentiation

c. Niche Market

d. Develop Strategy, Vision, and Mission

12.Part of the planning cycle in which it will give direction on how the whole process

will be undertaken.

a. Vertical Differentiation

b. Horizontal Differentiation

c. Niche Market

d. Develop Strategy, Vision, and Mission

13.An environmental component which has the ergonomic factors such as

temperature, humidity, air quality, smells, sounds, physical comfort, and light--

affect the nature of the guest experience.

a. ambient conditions.

b. spatial use.

c. functional congruence.

d. signs, symbols, and artifacts

14.An environmental component which refers to how the equipment and furnishings

are arranged in the hospitality service setting, the size and shape of those

objects, their accessibility to the customers, and the spatial relationships among

them.

a. ambient conditions.

b. spatial use.

c. functional congruence.
d. signs, symbols, and artifacts

15.An environmental component which refers how well something with a functional

purpose fits into the environment in which it serves that purpose.

a. ambient conditions.

b. spatial use.

c. functional congruence.

d. signs, symbols, and artifacts

16.An environmental component that communicate information to the guest.

a. ambient conditions.

b. spatial use.

c. functional congruence.

d. signs, symbols, and artifacts

17.It is the ideological core of the culture

a. Beliefs

b. Values

c. Norms

d. Folkways and Mores

18.These are preferences for certain behaviors or certain outcomes over others.

a. Beliefs

b. Values

c. Norms

d. Folkways and Mores

19.These are standards of behavior that define how people are expected to act

while part of the organization.

a. Beliefs

b. Values

c. Norms

d. Folkways and Mores

20. The customary, habitual ways in which organizational members act or think,

without reflecting upon them.

a. Beliefs

b. Values

c. Norms
d. Folkways and Mores

TEST II. ESSAY. Read and answer the following questions below.

1. Give an example where guestology is applied in the hospitality industry here in

our local city

Answer: For example, when first approaching your hotel, first-time guests may have broad
expectations: they may just anticipate finding a beautiful and clean room with a comfy mattress, decent
food in the restaurant, and clean surroundings... at an affordable price A return guest, on the other
hand, may have more precise expectations based on previous experiences: it’s critical to anticipate
these expectations and, even more importantly, to aim to surpass them.

2. What is the difference between service product and service package.

Answer: For me, the service product is when a business offers a service and a product or a good
together as its practice. This is also called service-good mix, and it can refer to many unusual types of
businesses in all different industries. While the A service package is a bundle of services that are sold
together as a unit by a company. Customization service involves adding one-time effects to a product at
the customer's request. Customer contact service is about contacting others on behalf of a client

3. What is the difference between a first-time guest and a repeat guest in terms of

guest expectations?

Answer: For me, First-time guests arrive with a mindset of expectations based on advertising, familiar
brand names, promotional devices, their previous experiences with other hospitality organizations,
them own imaginations, and stories and experiences of people they know who guests have already
been. The organizational responsibility for bringing first-time or infrequent guests to the organization
usually lies with the marketing department’s ability to make promises about what expectations will be
met. While the repeat guests’ past experiences with an organization provide the primary basis for their
expectations regarding future experiences. In many instances, this sets a high standard to meet what
may create a “wow” experience for guests upon a first visit may be only “as expected” the next time.
The organizational responsibility for getting the repeat business of both new and previous customers
rests on the service providers’ ability to meet and even exceed both the promises that marketing has
made and prior experiences of repeat guests.

4. How can Low Price Strategy be applied in hospitality industry?

Answer: In service hospitality industry, especially in the commercial sections of the hotel industry, it is
necessary to be more market orientated. Therefore, in this industry, price itself is a market driven factor
and it will affect future demand and eventually price can be used as a promotional aid for enticing new
customers into the market or attracting them away from competitor. Minimum prices and/or value for
money can be used as a sales image of the services if suitable. As has been previously indicated, price,
especially in areas where quality is difficult for consumers to assess in advance of purchase, is often
regarded as an indicator for quality. In this circumstance, prestige or high-price policies may be more
successful than value for money. If price is seen as an indicator of quality expected, it is essential to fulfil
the expectations of the customer, especially to provide excellent services.

5. How can Differentiated Product Strategy be applied in hospitality industry?

Answer: According to my research, Differentiated Product Strategy be applied in hospitality industry

through hotel chains that have standardized processes will be able to increase effectiveness by
eliminating property operational uniqueness and implementing innovative solutions quickly and
more consistently. Hotels that understand the importance of innovating in the next decade will
recognize that standardized operations will function as a multiplier in the positive effects that
innovation will have on both customers and the bottom line
6. How can Special Niche Strategy be applied in hospitality industry?

Answer: For me, Special Niche Strategy be applied in hospitality industry through by targeting a niche
market, hotels can adapt their services and products to better serve customers and maybe face less
competition, while achieving greater profitability with the many other brands that offer the same type
of product or service, a brand can use niche marketing to stand out, appear more valuable, reach its
growth potential, and build a stronger, longer-lasting connection with its ideal audience.

7. Why is the environment important in hospitality?

Answer: The environment is especially important to hospitality because must pay attention to the
environment for several major reasons. It influences guest expectations, sets, and maintains the mood,
and has positive effects on employees. Some service environments, such as those in theme restaurants
and parks, are such a major part of the experience that they can be viewed as part of the service itself.
Finally, the environment serves several functional purposes

8. What should the guest expect in a hospitality environment?

Answer: The guest could expect in a hospitality environment among many other things, like if the
outside of the restaurant is dirty, guests will enter with negative expectations, if they enter at all.
Objectively, the number of cigarette butts on the ground next to the front door has nothing to do with
the chef's ability to prepare a high-quality meal and the staff's ability to present it, but guests do not
view the environment objectively. If the restaurant does not care, enough to clean up outside its
building, the guest may conclude that it does not clean up its kitchen either and doesn’t care about how
it prepares the meal. Many guests evaluate a restaurant by using the rest room test, to see how much
the restaurant cares about cleanliness. High-quality restaurant managers make sure that procedures are
in place to keep the rest rooms clean.

9. How does culture influence the guest experience?

Answer: For me, Companies that build a culture where employees feel trusted and empowered to make
decisions reap the benefits when team members take ownership of issues and work to resolve them in a
positive manner. And when companies reward that behavior, they create a positive cycle that results in
a better customer experience

10.What is the difference between a strong and a weak culture?

Answer: The different between a strong culture is a set of habits, norms, expectations, traditions,
symbols, values, and techniques that influences the behavior of its members. While a weak culture is a
culture that is individualistic whereby norms, symbols and traditions have negligible impact on behavior.