Answer to Question 1
Because service is intangible, managers face that unique service challenge, as well as the additional challenges of consistency, inseparability, and capacity. The characteristics of good service are intangible because they cannot be seen, touched, or held. As a result, they cannot always be easily evaluated. Consistency refers to the delivery of the same level of service every time the guest visits the establishment. Because a guest's view of the service quality depends upon the person delivering it, consistency in the delivery of service is more challenging than consistency in the delivery of products. Inseparability refers to the fact that customers associate the quality of service provided with the personal characteristics of the staff member who delivers it. Thus, a guest's positive or negative view of a server directly affects the guest's assessment of service quality delivered. Capacity refers to staffing an operation to ensure service excellence both when it is busy and when it is slow.
Answer to Question 2
Customer-centric quality service impacts customer loyalty, marketing success, reputation and image, employee turnover, costs, and profits. When an operation offers high-quality customer-centric service, loyal customers will make that operation their first choice when selecting among their dining alternatives. As a result, marketing costs are reduced. Customer-centric service also directly affects the reputation of a business. When service quality is high, guests say good things about the operation, and that promotes the business at no additional marketing cost. Employee turnover is affected by customer service quality, because one reason for high employee turnover is poor customer service. The environment in which a person works affects that person's job satisfaction. Employees who have the ability and desire to provide exceptional customer service want to work in operations that have those organizational goals, and they will often leave if it does not. Customer service levels directly affect an operation's costs and profits. When service is high, costs are reduced and profits increase.
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