After reading this chapter, you should be able to:

12.1   Measure the effectiveness of service delivery and of the overall guest experience.

12.2   Demonstrate how to use methods of measuring service effectiveness, including service standards, process strategies, managerial observation, and employee assessment.

12.3   Explain how to use service guarantees.

12.4   Demonstrate how to acquire guest opinions of service effectiveness using comment cards, surveys (mail, web, and phone), focus groups, and mystery shoppers.

12.5   Determine the costs and benefits of the different methods for acquiring guest opinions.

12.6   Discuss how to achieve continuous improvement in the experience provided to guests.