CONFIDENTIAL HM/APR 2010/HTH500

UNIVERSITl TEKNOLOGI MARA

FINAL EXAMINATION

COURSE HOSPITALITY SERVICE MANAGEMENT

COURSE CODE HTH500
EXAMINATION APRIL 2010
TIME 3 HOURS

INSTRUCTIONS TO CANDIDATES

1. This question paper consists of two (2) parts : PART A (6 Questions)

PART B (3 Questions)

2. Answer ALL questions from PART A and only TWO (2) questions from PART B in the
Answer Booklet. Start each answer on a new page.

3. Do not bring any material into the examination room unless permission is given by the
invigilator.

4. Please check to make sure that this examination pack consists of:

i) the Question Paper

ii) an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 5 printed pages
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CONFIDENTIAL 2 HM/APR 2010/HTH500

PART A

SHORT ESSAY

Answer ALL questions.

QUESTION 1

Briefly explain the following terminologies :

a) Tactical Execution

b) Decoupling

c) Edutainment

d) The Triple Bottom Line

e) SERVQUAL Instrument

(10 marks)

QUESTION 2

Services in general have four (4) different characteristics than goods or products. Therefore,
it is useful to understand the distinct characteristics of services that make the management
tasks of service executives different from their counterparts in manufacturing firms. Explain
what you understand by the characteristics of services.

(10 marks)

QUESTION 3

Capacity planning for many service firms can be far more difficult than for manufacturers.
Service organizations do not always have control on the demand for services and most
have upper limits to their production capacity. An essential factor in developing capacity
strategies is the management of supply and demand. There are various ways of bringing
demand and supply into balance. Discuss five (5) strategies for managing supply in hotel
organizations.

(10 marks)

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CONFIDENTIAL 3 HM/APR2010/HTH500

QUESTION 4

Popcorn and Marigold (1996) predicted many trends and indicated that for a new service to
be successful, it should address several of these trends through different experiential
issues. Explain any five (5) different experiential issues as highlighted.

(10 marks)

QUESTION 5

Hotel organizations need to pay attention to the need for global competitive strategies for
their services. We can identify five (5) basic globalization strategies. Explain briefly each of
these strategies.

(10 marks)

QUESTION 6

Parasuraman, Zeithaml and Berry (1985) recognized the idea that service quality is a
function of the expectation-performance gap and conducted a broad-based exploratory
study in the early 1980s. Describe the five (5) dimension of the expectation-perceptions gap
scores used to assess a company's service quality.

(10 marks)

(Total: 60 marks)

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CONFIDENTIAL 4 HM/APR2010/HTH500

PARTB

SHORT ESSAY

Answer only TWO (2) questions.

QUESTION 1

A number of proposed service firm classification frameworks attempt to show where

similarities among service firms may yield insights such as Service Process Matrix. The
matrix however pointed out managerial challenges that is unique to the processes within the
quadrant.

Discuss the managerial challenges for each of the four (4) categories in the Service Process
Matrix.

(20 marks)

QUESTION 2

The famous philosopher Berkeley claimed that "perception is essence", which is clearly the
case in waiting lines. How long customers wait in line matters far less than how long they
believe they wait or whether they perceive the wait to be fair or unfair.

Katz, Larson and Larson (1991) developed several rules concerning the management of
the psychology of queues. Elaborate in detail the five (5) rules that they have developed
concerning the psychology of queues.

(20 marks)

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CONFIDENTIAL 5 HM/APR 2010/HTH500

QUESTION 3

Growth strategies have been an issue for service since it needs special attention as
compared to manufacturing counterpart. Strategies for growth specifically designed for
service include Industry Roll-Ups and The Multi-Site Service Lifecyle.

a) Describe the meaning and concept of Industry Roll-Ups.

(5 marks)

b) Explain the five (5) stages of The Multi-Site Service Lifecycle.

(15 marks)

(Total: 40 marks)

(Grand Total: 100 Marks)

END OF QUESTION PAPER

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