psychology of service hrt 382. thanks to: e. jerome mccarthy, author of “basic marketing: a...
TRANSCRIPT
Psychology of Service
HRT 382
Thanks to:
E. Jerome McCarthy, author of “Basic Marketing: A Managerial Approach”William B. Martin, author of “Quality Service: The Restaurant Manager’s Bible”Raymond J. Goodman, Jr., author of “The Management of Service for the Restaurant Manager”
The Marketing of Service
Marketing BasicsNeedsWantsDemands (a want backed-up with $)
Ability & Willingness
Product vs. Service
Satisfaction
What is “perceived value”?????Utility The buyer’s estimate of the product’s capacity to
satisfy their particular need
Value What the product offers for the price
Satisfaction The balance between utility and value The most utility per dollar
Meeting & Exceeding Expectations
Where do they come from?E. Jerome McCarthy, in “Basic Marketing: A Managerial Approach” , popularized “The 4 Ps”ProductPricePlacePromotion
Maslow’s Hierarchy of Needs(In reverse order & in F&B terms!)
Physiological NeedsFood, warmth, health, cleanliness
Safety NeedsJob security, safe working conditions, benefits
Social NeedsBelonging, acceptance, friendship
Psychological NeedsSelf-esteem, responsibility, status, influence
Self-ActualizationInteresting work, involvement, achievement
Service Quality - Two Dimensions
ProceduralThe mechanical or systems “stuff”
ConvivialWarm & caring service – emotional “stuff”
Procedural Dimension
Accommodation
Anticipation
Timeliness
Organized Flow
Communication
Customer Feedback
Supervision
Convivial Dimension
AttitudeAttentivenessTone of VoiceBody LanguageTactNaming NamesGuidanceSuggestive SellingProblem Solving
Personal Dimension of Service
“Hospitality Mentality”
It is easy enough to be pleasant
When life flows along like a song,
But the person worthwhile
Is the person who can smile
When everything goes dead wrong.
Anonymous