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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