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1. What can superior service breed in the customers of an RET business?
Correct Answer:
loyalty
2. American consumers are generally satisfied with just a purchase of a
vacation product.
a. True
*b. False
3. Unhappy clients will spread negative word-of-mouth to more people
than the number of persons told positive things by a satisfied
customer.
*a. True
b. False
4. Superior customer service requires
a. training staff
b. establishing customer-friendly systems
c. creating positive and memorable experiences
*d. all of the above
e. b and c
5. In what ways can superior service benefit a small business?
Correct Answer:
new customer acquisition, usage, and retention
6. Companies with high service ratings tend to have lower sales and
marketing costs.
*a. True
b. False
7. Research cited in chapter 8 shows that only _________ of 27 unhappy
customers complain to the business.
a. 26
*b. 1
c. 12
d. 8
e. 18
8. Compared with a service, an experience tends to
a. have active involvement by the guest
b. have an operator staging the engagement
c. have the ability to fulfill psychic needs of the guest
*d. all of the above
e. a and b
9. What are the three types of service an RET business offers?
Correct Answer:
fix things, provide assistance, add value
10. An RET service is considered perishable.
*a. True
b. False
11. With _________, service providers can offer customers
individualized experiences at reasonable prices.
a. just-in-time manufacturing
b. experiential programming
c. commodities
*d. mass customization
e. none of the above
12. Keys to hiring and retaining high-quality frontline staff include
a. not hiring in a panic
b. celebrating success
c. empowering staff to take responsibility
*d. all of the above
e. a and b
13. For an RET business, an incident where a client is upset about
service received is called what?
Correct Answer:
a moment of truth
14. Handling client complaints appropriately can increase customer
loyalty.
*a. True
b. False
15. According to Sawyer and Smith (1999), a small business can spend
_________ times more to get a new customer than to retain an existing
one.
a. 2
*b. 6
c. 15
d. 9
e. 0.5
16. An RET business can build strong customer relationships by
a. tracking the preferences of repeat customers
b. offering frequent buyer programs
c. greeting customers by name
*d. all of the above
e. a and b
17. What acronym is one procedure for service recovery known by?
Correct Answer:
HEAT
18. The number one priority for exceptional service providers is guest
safety.
*a. True
b. False
19. The top 10 service principles include
a. underpromise and overimplement
b. little things mean little
c. buyers' expectations are always advancing
d. all of the above
*e. a and c
20. An RET business owner can evaluate service quality with techniques
such as
a. e-mail surveys
b. in-room comment cards
c. exit surveys
*d. all of the above
e. a and b