After reading this chapter, you should be able to

1.1   Describe the key differences between making products and creating experiences for guests.

1.2   Recognize the importance of the guest experience.

1.3   Identify the components of the guest experience.

1.4   State the importance of meeting the hospitality guest’s expectations.

1.5   Define service quality and service value in hospitality.

1.6   Explain the reasons why “it all starts with the guest.”