Question 1:

Service quality focuses on satisfying customers' needs in the moments of truth during service encounters where the customers form perceptions of the service delivered/received. Using a tourism or hospitality organisation of your choice,

(a) identify the gaps that may exist in service delivery and explain how these may develop.

(b) discuss how operations managers may close the gaps created. Illustrate your answer with appropriate examples.

Question 2:

Service recovery efforts are important for managers in the service industry because it is practically impossible to ensure perfect, error-free service.

Critically discuss why service recovery procedures, though intent on satisfying customers, tend to lead to dissatisfaction. Use a tourism or hospitality organisation of your choice to support your answers.

Question 3:

Critically discuss the ways in which customers participate in service production and delivery, interact with the service organisation, the employees and other customers in service encounters. Use a service organisation of your own choice to support your answer.