Quality service

Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved

Delivering Quality Tourism Services

DESINGED BY ,MR.P.SURESH


Learning ObjectivesUse the Service Encounter Diagram to explain the different factors that affect a guest’s service experienceExplain how a person develops expectations of a service and how tourism can meet or exceed these expectationsName and describe the five service-quality dimensionsExplain how a comparison of service expectations with the actual service encounter can give rise to three possible satisfaction levelsExplain what tourism managers can do to ensure high-quality serviceExplain how negative “breaks from the script” should be handled in order to “turn a frown upside down” and create guest loyaltyList the important aspects of a service guarantee


Introduction

Quality and hospitality are inseparable in the case of tourismQuality is more important as the industry becomes more competitive


QualityDefinitions of quality

Synonymous with excellenceA form of measurement, an amount of quality“Eye of the Beholder”Value-Based definition: Trade-off between quality and price


Quality, continuedHigher quality has been found to yield three benefits

Commands higher pricesIncreases market shareYields truly brand-loyal customers

Quality DifferencesService quality more difficult to define than quality of goodsConsumer’s skill, decisions and companions can affect service quality


Service EncountersEvery interaction between a service employee and customer is a service encounterService Scripts: encounters follow similar steps“Moments of Truth” during which quality is judgedService encounter diagramQuality assurance in tourism services is a management challenge


Service Quality ModelCustomer has certain expectations regarding service’s quality

Word-of-mouth from friendsPersonal needsPast experiences Marketing communications

Five quality dimensionsTangiblesReliabilityResponsivenessAssuranceEmpathy


Quality and Customer SatisfactionCustomer compares expectations to service received and determines satisfaction level

If perceived “actual” quality is better than expected: Highly satisfiedIf perceived “actual” quality is less than what expected: DissatisfiedIf perceived “actual” quality is about what was expected: “Just” satisfied


Quality and Customer Satisfaction, continued

Value of highly satisfied customers (HSC)

HSC pass more word of mouth than “just satisfied” customers tend to HSC are more likely to purchase again and spend more in the futureHSC are less likely to respond to competitors’ promotions than “just satisfied”


We Experience What we Believe we Will ExperienceExpectations may be more important than reality

Sequencing effectsDuration effectsRationalization

Last impression not the first impressions endures in consumers’ memories

Quality and Customer Satisfaction, continued


Human Resources: The Key to High Quality of Service

Service organizations depend on everyone at all levels to deliver customer satisfactionNeed to develop learning organization, dedicated to continuous improvementUtilize industry best practices Understanding and meeting guest needs

Learn and understand customer needs and expectationsEmployee selectionEmployee training

Building service teams


Service MistakesCan have a break from the customer’s service scriptMistakes happenMost customers give the provider a chance to make things rightSatisfied guests represent potential future income flows - dissatisfied guests represent opportunities lostBe a Can-Do Problem SolverMaking things right involves a few simple actions


Service GuaranteesDifficult to replace or repair a tourism serviceGuest often must complain face-to-face to providerGood idea to provide variety of problem solutions to ensure that guest is happy


Service Guarantees, continuedOffer guarantee that has five features

Unconditional with regard to elements under the service provider’s controlEasy to understand and communicateShould be meaningfulEasy to collectAppropriate restitution/compensation for customer’s trouble