Hospitality Services

Chapter 1

Definition of Service A service is an activity or series of

activities of more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer problems

Nature of Services

Intangibility People as part of the product Demand patterns Perishability Channel of distribution

Hospitality Service Marketing System

SERVICE DELIVERY SYSTEM COMMUNICATIONS SYSTEM

Marketing Communications

Advertising

Sales Calls

Public Relations

Word-of-Mouth

Casual Contact

Operational Communications

Billing and Credit

Reservations

Other Correspondence and

Phone Contact

Directed at CustomerVisible to Customer

HOSPITALITY OPERATING SYSTEM

Back of the House Front of the House

Facilities Facilities

Service Staff Guest Contact

Personnel

Not Generally Visibleto Customer

Service Quality Dimension

Technical Interpersonal

Service Quality Assessment Criteria

Tangibles– The appearance of physical facilities,

equipment, personnel, and communication materials

Reliability– The ability to perform the promised service

dependably and accurately Responsiveness

– The willingness to help customers and to provide prompt service

Service Quality Assessment Criteria

Tangibles Reliability Responsiveness Assurance

– The knowledge and courtesy of employees and their ability to convey trust and confidence

Empathy– The provision of caring, individualized

attention to customers

Service Quality GapsWord of MouthCommunications

Personal Needs Past Experience

Expected Service

Perceived Service

Service Delivery

Service Quality Specs

Mgmt. Perceptions of Consumer Expectations

ExternalCommunications

to Consumers

Misunderstanding

Communication

Performance Overpromising

Expectations

Marketer

Consumer

The Cost of Quality

Good cost: prevention Bad cost: inspection and correction Ugly cost: defects and unsatisfied

guests 1-10-100 rule

Guarantee Programs

Unconditional Easy to understand Meaningful Easy to invoke Easy to collect

Principles of Waiting Unoccupied waits seems longer than occupied

waits Anxiety makes the wait seem longer Waits of uncertain duration seem longer than

those of known length Unexplained waits seem longer than explained

waits Unfair waits seem longer than equitable waits A solo wait seems longest of all

Hospitality Marketing Cycle

Promotional Activities

Consumption of Service, Interaction

with Service Employees

Buyer-Seller InteractionDuring Purchase

Interest in Company,Inquiries

+ +

+ +

Lost Customers

Lost CustomersLost Customers

Lost Customers

Internal Marketing

Service culture Corporate culture

Service Quality Orientation of Management

Employee Satisfaction

Employee Retention

Customer Satisfaction

Delivery of Service Quality

Customer Retention

Profit

The Service Profit Chain