11. A merely satisfied customer will never be a loyal customer. Do you agree with this statement? Why or why not? Use both service management principle & examples from the hospitality industry to support your answer.

12. Discuss the link between internal marketing and customer centricity, and provide examples of hospitality companies that are well-known for their internal marketing practices and focus on customers what do they do that demonstrates a customer focus?

13. Very briefly explain each of the four characteristics of service which are often called/recognised as unique to service. Do you agree or disagree that the characteristics are unique to service, and why?

14. Explain how the supply of service and the demand for service can impact on perceptions of service quality. Provide examples from the hospitality industry of how supply can be managed, and how demand can be managed.

15. The customer is always right. Use service management principles to agree or disagree with this statement.