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Aireen Ybañez - Clores June 10, 2013 Concept and Development of Hospitality Quality Service Ch 1 Quality Services for Hospitality

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Page 1: Module 1 introduction

Aireen Ybañez - CloresJune 10, 2013

Concept and Development of Hospitality Quality

ServiceCh 1 Quality Services for Hospitality

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Objectives:

At the end of the class, students will: Understand important differences between products and service; Learn the importance of meeting the hospitality guest's expectations and

serving guests; define service quality and service value in the hospitality field; And lists components of the guest experience. Lastly, define service quality and service value and its importance in the

hospitality field

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Nearby is the front desk and guests are being checked in, and from his vantage point the Manager can hear what is being said. The front desk clerk is confirming the arrangements of the booking with the guest and the following discussion occurs: "Sir, you will be charging your accommodation to the company and paying your other expenses." "No, all expenses will be paid by the company." "I am sorry sir, but according to this we have only authorized charge of the accommodation." "Last time I stayed here I had the same problem and last week I personally rang to sort this out. All expenses are to be charged."

Visualize the lobby of a hotel that is renowned for its quality service. The General Manager is discretely observing the

activity in the foyer.

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The clerk goes to get authorization on the account and the now disgruntled guest turns

to his companion and says in exasperation:

". . . you see it's exactly as I said it would happen. I stay here every month and yet

every time I have this same problem."

The General Manager considers the exchange with concern. That guest had not

received the quality service the hotel was aiming to provide and if the guest continually

had this experience it would simply be a matter of time before he decided to try one of

the competitors. Not only could that one guest's custom be lost, but he could be the

manager of a company who frequently stay at the hotel and hold functions there.

The difficulty for the Hotel Manager is to determine how to react to this situation. Is it a

problem that only this particular guest faces or is it a common problem experienced by

many? Whose fault is it that the problem arises initially? What is the appropriate action

to be taken?

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Concept and Developing Quality Service in Hospitality

What is hospitality

The outer primary interacting element is that of the social relationship fostered by warm, friendly, welcoming, courteous, open, generous behavior of the host creating the hospitable, social, environment.

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How do you define Service?Product?

Service can be defined as “any primary or complementary activity that does not directly produce a physical product – that is, the non-goods part of the transaction between buyer (customer) and seller (provider).”

In this context, a physical product is simply the medium used to facilitate the other services and a service rather than product orientation becomes the focus.

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Concept and Developing Quality Service in Hospitality

• This promote positive feeling of security & comfort, created by physical structure, design, décor and location of the facility. The provision of accommodation e.g. facility to sleep, relax, together with supply of food & beverage service and entertainment

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The Key Elements of Hospitality

There are two key Elements in Hospitality.

Guest.Product and service.

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The Key Elements of Hospitality

The First key Element- Guest The hospitality to be delivered to guest under service provider. These stresses the central role of the guest in Hospitality operation and without guest hospitality can not be delivered.

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The Key Elements of Hospitality

The Second Key Element- Product & Service

Hospitality consist of complex blend of both product- food, drink, entertainment & accommodation-and- Service along with the atmosphere that surround them.

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1111

Question:

How do you define guest? What do guest expects

from the hotel service staff?

Why do we need to serve them?

How can I meet guest expectations?

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GUEST?

CUSTOMER?

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Guestology: What is it?

It is a term originated by Bruce Laval of the Walt Disney Company.

It means in essence treat customers like guests and manage the organization from the guests point of view. Their demographic characteristics and their

wants, needs and expectations regarding the hospitality guests experience are determined. In addition, their actual behavior within the hospitality

organizations are carefully observed.

The organization's strategy, staff and systems are aligned to meet or exceed the customer’s expectations regarding the aspects of the guests experience:

service product, service setting or environment & service delivery.

It forces organization to look systematically at the guest experience from the customer’s or guests' point of view.

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SERVICE PERSON:

Job requires them to provide service for the guests since they interact directly with guests.

Have to be well-trained and well-skilled for them to provide the guests excellent service.

Responsible to ensure that each moment of truth has been prepared for – as well as humanly possible to yield a satisfying, even outstanding, outcome for the guest.

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SERVICE PERSON:SERVICE ENCOUNTER

• Refers to moment of truth, is a point in “service delivery where customer interact with service employees” or self-service equipment and the outcome may affect perceptions of service quality

Fig. 1 Cascade in service encounter in a hotel visit

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SERVICE ENCOUNTER: TYPES

Remote encounters

Phone encounters

Face to face encounters

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Product? Service What is the difference?

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How does service differ from manufacturing?

From a manufacturing standpoint money is the most important capital, a means of expansion and growth.

From a service standpoint, people are the most important capital. They represent not only a company’s major investment, but also its chief

asset. People are the biggest competitive edge that a service company has.

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GOODS AND PRODUCTION – CENTERED SERVICE OPERATIONS

CUSTOMER – CENTERED SERVICE OPERATIONS

Customer involved in very few productionProduction and delivery processes are separateProduction is independent of consumptionProduct design is centered on the customer, and process design is centered on the employeeProduction results show less variabilityMore amenable to standards, measurements, inspection, and controlEmployee-customer relationships are generally not complexTechnically more complexTechnical skills dominate operationsTraining is heavily physicalMost producers do not deal directly with the customerEconomies of scale are generally readily attainable

Customer involved in many productionProduction and deliver processes overlap to varying degrees and might even be identicalProduction is frequently simultaneous with consumptionBoth product design and process design are centered on the customerProduction results show more variabilityLess amenable to standards, measurements, inspection and controlEmployee-customer relationship are generally very complexTechnically less complexInterpersonal skills dominate operationTraining is heavily psychologicalMost producers deal directly with customerEconomies of scale are less readily attainable.

The difference of production-centered service operation and customer-centered service operation:

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The Hospitality Operation

Customer research

The service concept

 

Business Goals

Service specificatio

n –the Promise

Service Planning

Procedures

ResourcesTraining & Support

Service Delivery

Service performance assessment

Corrective Action

Continual Improvement

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MEETING CUSTOMER EXPECTATIONS

Giving people a little more than they expect

The secret is to just exceed what your customer expects.

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The Guest Experience:

Guest experience is the sum total of the experience that the guest has with the service provider on a given set of occasions.

Service delivery system consists of an inanimate technology part (including organization and information systems and techniques) and the people part – most importantly, the front-line server who delivers, presents or produces the service to the guest.

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Components of the Guest Experience:

The service product sometimes called the service package or

service/product mix, is why the customer, client, or guest comes to the organization in the first place. The basic products can be tangible, like hotel room, or relatively intangible, like a rock concert.

The service setting is which the experience takes place that

describe the physical aspects of the setting that contribute to the guests' over-all physical feeling of experience.

The service delivery system including human components and the

physical product process plus organizational and information systems and techniques that help deliver the service to the customer.

Page 24: Module 1 introduction

Nature of Services:

Services are partly or wholly intangible. Impossible to asses the products' quality or value accurately or objectively, to

inventory or to repair.

Services are consumed at the moment or during the period of production or delivery.

Even the guest purchase a new cellphone, a so veiner item, or a new personal computer, or the full stomach, or even if the luncheon was prepared an hour before the customer ate it, the service as a whole and from the customer’s perspective was consumed as delivered.

Services usually require interaction between the service provider and the customer, client or guest.

Refers to face to face interaction with guest and the service provider. These interactions can be over the telephone, or by e-mail, or fax.

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QUALITY, VALUE AND COST: DEFINED

Quality is a state in which value entitlement is realized for the customer and provider in every aspect of the business relationship.

Business quality is highest when the costs are at the absolute lowest for both the producer & consumer and is most readily attained when the entirety of the organization’s human resource is engaged.

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QUALITY, VALUE AND COST: DEFINED

Value of the guest is equal to the quality of the experience by the

cost of all kinds of guest by obtaiing the

experience.

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QUALITY, VALUE AND COST: DEFINED

Cost to guest or so-called opportunity cost.

When service providers neglect customers concerns, they will be tempted to make their exit. The cost of losing the customer are as follows:

Lose of current dollars that the business relationship created.

Lose of jobs that our client or clients provide.

Loss of reputation. Word travels fast in our information-based society.

Lost of future business.

Page 28: Module 1 introduction

MEM 650 Quality Control

TQM’s Customer Approach

“the customer defines quality.”

“the customer is always right.”

“the customer always comes first.”

“the customer is king.”

“quality begins and ends with the customer”

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Broad Dimensions of Service Quality Reliability – perform promised service dependably

and accurately Responsiveness - willingness/readiness to provide

prompt service Competence - possess knowledge and skill to perform

the service Access - approachability and ease of contact of

service personnel Courtesy - politeness, consideration, and friendliness

of service personnel cont…

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Broad Dimensions of Service Quality – cont.

Communication - keeping customers informed; listening to customers

Credibility - trustworthy, believable, honest Security - freedom from danger, risk, or doubt Understanding/knowing customer - knowing

customer’s needs Tangibles - physical evidence of service

Parasuraman, A. Zeithaml, V., and Berry, L. (1985).

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The most important dimensions: service quality

Time Timeliness Completeness Consistency Accessibility Accuracy responsiveness

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Chapter Exercise

Case Exercise 1:

Eastern States Air Environment

Case # 2

Reservation Nightmare

Case # 3 A tale of two restaurants


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