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5. A strategy designed to create the guest’s mind desirable differences, either real or driven by marketing and advertising, between the service product offered by the organization and other competing services and products.
6. A careful examination of the present opportunities and threats in the external business environment and a forecast of the future environment, within which the organization operates, so determine the impact of external factors on the organization and to discover the key drivers that will satisfy present and future guests
9. It is the actual person-to-person interaction or series of interactions between the customer and the persons delivering the service.
10. He seeks to understand plan for the expectations of an organization’s targeted customers before they ever enter the service setting, so that everything is ready for each guest to have a successful and enjoyable experience.

1. A gap in a market that an organization seeks out, focuses on, and attempts to fill attract customers and compete successfully.
2. It is the organization and presentation of the guest experience around a unifying idea or theme, often a fantasy theme. It can create a unique and memorable setting that enhances and contributes to the total guest experience.
3. The relationship of the quality of the service to its cost, or service quality divided by cost of service.
4. It articulates the organization’s purpose, the reason for which it was founded and for which it continues to exist.
7. The difference between the service that the customer expects to get and the service that the customer actually receives
8. It is a term originated by Bruce Laval of The Walt Disney Company.