1. Look over the seven reasons for poor service listed in the article, choose three of them and give you insight on its role in declining service.
Would you add or take any away from the list?

2. The article states one of the reasons for poor state of service is that more time and effort is spent on production and not on service management. Do you agree or disagree? Explain your response.

3. Choose three of the nine attributes of service listed in the article. Explain in own words the importance of the attributes to the state of service in America.

4. Evaluate the factors of the ANTICIPATION step of the customer transaction. Choose two of them and explain in your own words the importance.

5. Evaluate the factors of the ACTUAL EXPERIENCE step of the customer transaction. Choose two of them and explain in your own words the importance.

6. Evaluate the factors of the RESIDUAL step of the customer transaction. Choose two of them and explain in your own words the importance.

7. Know that we have looked at the three steps of the customer service transaction, what would the usefulness of this material to a beverage service manager, how would you explain the material to your staff?

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