ACTIVITIES

1. Characterize the service attribute described in the following statements. Choose from the given
options.

Highly Variable, Fixed Capacity, Intangible, Perishable, Lack of Ownership

Descriptive Statement Service Attribute

1. The hotel guest occupies the hotel room at a specified period of Lacked of Ownership
time only.
2. The packaged tour has no physical attribute, but guests can validate Intangible
the offering of the tour operator through an itinerary, brochure and
other services.
3.The airline may cancel the flight when a bad weather condition Highly Variable
exists.
4.The hotel encourages early booking to guarantee a hotel room Fixed Capacity
during peak periods.
5.The airline does not refund fares of passengers with promo tickets Perishable
when they did not show up at the airport.

2. Determine the appropriate service provider, with the given the demands of travelers. Choose
from the given options.

Restaurants, Cruise Company, Theme Parks, Hotel, Tour and Travel Agency, Airline

Demand of Travelers Service Provider

1.Rides and attractions Theme Parks
2.Air Travel from Philippines to Canada Airline
3.Travel Assistance for passport, airline ticket, visa and tours Tour and Travel Agency
4. International leisure island tour Cruise Company
5.Food and beverages Restaurant

3. Identify the appropriate market segment, with the given customer service. Choose from the
given options.

Millennials, Family, Solo Women, Senior Citizens/Elderlies, Businessmen. Adventure Tourists

Customer Service Market Segment

1. Exert more patience because they often take longer to make
decisions, understand your requests, and respond. Slow your pace Senior Citizens/ Elderlies
and remain calm as you help these customers.
2. They often travel alone and providing them with the option to dine
in a restaurant onsite or alone is a convenient added touch to help Businessmen
them manage their conference schedules.
3. Package room deals with discounts off theme parks, tours, and Family
attractions are a great way to make a vacation more affordable.
4. You need to make sure all your digital outlets, from your website to Millennials
your blog to your social media posts, are all optimized for mobile. 
5. Provide reliable and safe links to any rural places of interest: food Adventure Tourists
producers, nature reserves and so on, that aren’t on the tourist trail.

4. Categorize the following destination attributes into ATTRACTION, ACCESSIBLITY, AMENITIES.

Destination Attribute Category

1.Number of flights in destination ACCESSIBILITY
2.Availability of homestay in rural areas ACCESSIBILITY
3.Abundance of flora and fauna in the mountain area ATTRACTION
4. Colorful cultural festivals ATTRACTION
5. Number of shopping centers and restaurants ACCESSIBILITY

5. Give 5 specific examples on how service providers develop a co-creation strategy with their
guests and determine how such strategy will benefit the guests. Refer to your readings of co-
creation process.

Service Co-creation Strategy Benefit to Guests

Provider
1. Hotel Use of a-la-carte menus. Accommodation satisfaction at
reasonable price.
2. Airline Engaging in social platforms such as Boosted confidence for being able to
Pinterest to gather ideas from clients for participate and impart new ideas in
airline products that can be offered during the airlines as valued clients.
flights.
3. Amusement Use of digital apps or devices to allow Interactive and significantly
or Theme people to customize their own virtual rides. remarkable experience for both kids
Parks and adults. It’d also allow them to
learn about the engineering process
behind the rides they’re trying to
create.
4. Restaurant Do-it-Yourself meals or course. They’d be able to achieve their
cravings perfectly while being
creative and smart in choosing the
appropriate combination of
ingredients or foods.
5. Mall Brand workshops where people could Personal and valuable experience
customize and purchase products from their since they will come out the store
favorite stores. with something they personally
made.

6. Give 5 specific strategies on how companies manage their social media presence as part of their
customer service.

1. Online or live selling of products.

2. Live streaming newly released products (e.g. Clothing collection) to be advertised on buyers.
3. Use of “chat assistant” or “chat with shop agent” features in companies’ website and pages to
accommodate customers with inquiries about the product or service.
4. Posting announcements and updates about deliveries, inventory, stocks, products and changes in
item features, etc.
5. Answering questions and inquiries in the comment section.

7. Classify the source of service failure in the following situations.

Natural Disaster, Technical or Mechanical, Manmade

Service Failure Situation Source of Failure

1. Flight cancellation due to aircraft emergency repair. Technical or Mechanical
2. Chef failed to prepare the desired meat preparation of the Manmade
guest.
3. An island tour is cancelled due to heavy rains and strong waves. Natural Disaster
4. The tour guide had to alter itinerary due to an on-going road Manmade
repair
5. The hotel guest complains for non-performing air-conditioning Technical or Mechanical
unit in the room

8. Provide the most appropriate recovery action based from the given service failures.

Service Failures Recovery Action

1. A customer complains of a Apologize for the inconvenience and replace the order with new
bloody fried chicken being perfectly fried chicken.
served.
2. A hotel guest identifies Send housekeeping staff to repolish the room or transfer the guest
some issues of cleanliness in into another room if needed be.
his room.
3. An airline passenger is Transfer the passenger into another/next flight, and provide
bumped off from his flight compensation (e.g. moving them into a first class seat for
due to overbooking. inconvenience, and such)
4. The tour operator has to Redesign itinerary by selecting available destinations and replacing
cancel a walking tour activities with doable ones despite raining or reschedule the tour with
itinerary due to heavy rains. added compensation or discounts.
5. In a theme park, an elderly Provide immediate healthcare response and assistance.
suffered from a broken arm
after slipping from a wet
floor not properly marked in
the ladies’ toilet.

9. Provide the chronological sequence of managing a guest’s complaint based from your interview
of any service worker in a restaurant. Complete the following matrix.

Interview Guide Response

Name of Key Informant Lenard Jeffrey G. Mariano
Gender/Age Male, 22 y/o
Occupation Fast food Crew
Company Angel Manpower Agency
What is the most common customer complaints in Working in a fast-food chain is a very fast-
the restaurant? paced job, and due to the high volume of
customers that come in and out every day, it
is not that new to hear complaints about
slow service, unhygienic complaints about
seeing hair strands on their meal, oily glasses,
and rare-cooked fried chicken.
How do you know if the complaints are valid or The customer immediately calls the attention
existing? of one of our staffs upon seeing or
experiencing unwanted service/product, and
sometimes we receive emails for grave
complaints (usually about take out) with
attached pictures.
How do you usually manage the given complaints? Well as a kitchen staff, when there’s
something wrong about the food (foul smell,
raw, cold, or incorrect delivered item) we
immediately replace it.
What are the steps in managing customer Address the customers’ complaints and
complaints? politely apologize for the inconvenience, then
try to replace their orders with appropriate
item. In most cases, when a hungry customer
comes in, most staffs are having a hard time
in controlling the situation. When that
happen, first thing to do is to remain calm
and handle the situation properly. We let the
customer feel that we understand and that
we really want to help.

10. Complete the given interview guide to determine how employees are empowered to manage
guest complaints. Interview professional working in the tourism and hospitality industry.

Interview Guide Response

Name of Key Informant Elsie I. Orcales
Gender/Age Female, 40 y/o
Occupation Senior Airport Services Attendant
Company Emirates Airline
How do you think guest complaints affect the Just as a customer’s personality can affect
performance of employees? their attitudes towards complaining, so
employees’ behavior is influenced by their
attitudes. It is tough to deal with angry
people, and this has a negative effect on all
employees. Employees with a positive
 commitment to customer service are less
likely to be affected by the negative emotions
involved in managing customer complaints.

So attitude makes a difference, whichever

side of the complaint you’re on.
How does the company improve the customer service If you have been contemplating how to
skills of its employees? improve employee customer service, then it
has probably dawned on you that you need
to invest in some sort of training. Customer
service training refers to various techniques
used to teach employees how to make each
customer interaction valuable as well as
unforgettable. As such, it is an iterative
process which involves forging skills,
competencies as well as the necessary tools
that allow customers to get maximum
satisfaction.

11. Identify five strategies how to minimize service failure due to miscommunication in any tourism
and hospitality establishment.

1. Following the chain of command per department.

2. Orienting and educating staffs about understanding appropriate communication behaviors through
seminars and trainings.
3. Include briefings before and after service operations.
4. Mold staffs to be more customer-friendly and service-oriented.
5. Create company culture with openness in customer and co-worker diversity .

12. Classify the following dimensions of service quality attributes using PARASURAMAN’S SERQUAL
MODEL.

R - Responsiveness; A- Assurance; T- Tangibles; E – Empathy; R- Reliability

Service Quality Attributes Service Dimension

1. Dining space is spacious and comfortable. Tangibles
2. The restaurant provides quick service Responsiveness
3. The restaurant serves the food exactly as you have ordered it. Reliability
4. The restaurant provides your individual needs and Empathy
requirements.
5. The restaurant seems to have the customers’ best interests at Empathy
heart.
6. Food is served at an appropriate temperature. Reliability
7. The restaurant has appropriate, decent and neatly dressed Tangibles
employees.
8. The restaurant has visually attractive parking areas and building Tangibles
exteriors.
9. The restaurant has employees who are sympathetic and calm Assurance
when something is wrong.
10. Staff are loyal and honest. Reliability