Quality Service & Guestology

Quality Service

• Quality service focuses on what the guest knows best.
• It aims to provide a successful and enjoyable experience for each guest.

Guestology

• Guestology was originated by Bruce Laval of Walt Disney Company.
• It involves treating customers like guests and managing the organization from the guest's point of view.
• It is the scientific study of customer-guests to the extent possible.
• Guest experience depends on demographic characteristics, wants, needs, and expectations.

Aspects of Guest Experience

• Service product
• Service Setting
• Service Delivery
• These elements are woven together to satisfy guests.

Guestology Goals

• To create and sustain an organization that responds to customer needs while making a profit.
• To systematically analyze the guest experience from the customer's perspective.

Guest Understanding

• Guests seek understanding and planning before entering the service setting.

Meeting Customer Expectations

• Customers approach service providers with expectations.
• First-time guests have general expectations.
• Repeat guests have specific expectations based on past experiences.

Guestology Implementation

• Involves identifying and modeling factors.
• Measures the impact on the guest experience.
• Tests strategies to improve quality.
• Combines elements to attract and retain guests.

Internal Customers

• Hospitality organizations consist of internal customers
• Persons and units depend on and "serve" each other.

Smart Hospitality Organizations

• Treat employees with care and consideration similar to guests.

Southwest Airlines Mission

• To provide employees with the same concern, respect, and caring attitude they are expected to share with customers.

Competition

• New hospitality organizations are emerging.
• Competition for guest loyalty is growing.
• Guestology principles should be practiced.
• If the experience doesn't meet expectations, guests will go elsewhere.

Service

• The Intangible part of a transaction between provider and customer.

Service defined by Richard S. Lytle

• To attend to someone's needs
• To involve helping, giving, sharing, and meeting needs.
• It is rendered to people and/or property.

Service Rendering

• Directly via person-to-person service encounters.
• Directly via person-to-property service encounters.
• Indirectly via high-tech service devices.

Service Product

• The entire bundle of tangibles and intangibles in a transaction.

Understanding the Guest

• Guests bring a unique bundle of needs, wants, and expectations.

Guest Experience

• The sum total of the guest's experience with the service provider.
• It is based on the service product, service setting, and delivery system. (Guest Experience = Service product + Service setting + Service delivery system)

Service Product

• Service package or service/product mix
• It can be tangible like a hotel room, or intangible like a rock concert.

Service Setting

• The environment in which the experience takes place.

The Service-Delivery System

• Involves human and physical production processes.

Service Encounters and Truth

• Person-to-person interaction between customer and service provider.
• Servers are present and aiming to provide service.

Nature of Services - Manufactured Products

• Generally tangible.
• Produced, shipped, and purchased for later use.
• Minimal interaction.

Nature of Services - Service

• Generally Intangible.
• Purchased, then simultaneously produced and consumed.
• Involves provider and customer interaction.
• Services that are intangible are more likely for guests to define the experience differently.

Service - Consumption

• Consumed during production or delivery.
• Organizational systems ensure consistent high-quality experiences.

Service - Interaction

• Typically needs interaction between provider and guest.
• If no interaction must ensure a foolproof system.

Service - Relationships

• Relationships between Customer/Guest/Client and Service vary.

Service Provider - Customer not Present:

• Electric/gas utilities, ATM, Vending machines, Answering services, ATM, TV security services.

Service Provider - Customer Present:

• Hospitality, Medical, Professional, Lawn service, Watch repair.

Service - Nature

• Partly or wholly intangible
• Difficult to assess quality or value.
• Inventory is not possible, so it is impossible to repair.
• Each guest experience is unique.

Guest Expectations

• The organization's marketing department is usually responsible for creating the guest expectations.
• Organizations provide accurate information so customers will have appropriate expectations.

Meeting Expectations

• The operations side fulfills expectations that have been created by the marketing department.
• Past experiences of repeat guests must be considered.

Customer Satisfaction - Teboul Model

• The total satisfaction is achieved when offer matches the need

Service Organizations

• Must determine key performance indicators.
• Must also set SMART goals.

Actions to Meet Expectations

• Change marketing.
• Develop new expectations.
• Modify products and/or delivery.
• Accurately estimate and surpass expectations.
• Provide extra focus and resources to exceed expectations.
• Don't provide a lot of hospitality more than you are able to offer.

Berry's Ten Complaints

• Used to arrive to general but specific guest expectations.

Service Guest Complaints

• Lying, dishonesty, unfairness, Harsh disrespectful treatment, carelessness, mistakes, broken promises, employees without the desire or authority to solve the problem, waiting in line, impersonal service, inadequate communication.

Customer Expectation

• One should be told the truth and treated fairly. To be treated with respect, receive careful reliable service, receive prompt solutions, wait short of time, receive personal attention and genuine interest. keep updated after service failures, receive assistance willingly, accurately answered and have interests first.

Quality - Value

• Qe = Qed - Qee (QUALITY)
• Quality of the guest experience, equal to the quality of the experience delivered, minus the expected quality.
• (Qe = Qed (0) - Qee (0): Average or Normal)
• Value = Ve = Qe/all costs (VALUE):
• The value of the guest experience is equal to the quality of the experience "calculated" by total cost.
• High or low quality and cost, satisfies the guests if it is a great match for the guests expectations.

Expectations for Wow

• Exceed expectations to deliver wow
• Reminder to focus on providing service quality.

Defining Quality and Value

• Service expectations are variable, so there are no objective ways to measure or value it.

Responsibility

• It is up to the guest to value quality.
• Must meet or exceed expectations with needs, wants, and experiences.

Importance

• Can be used to study and understand any people in a server situation.

Meeting Expectations

• Meeting through planning.
• Leads to Satisfaction and Trust.

The Environment

• People change, expectations change, the competition and environment changes.

The Hospitality Organization

• Must strategize for what is hoped and how to solve a problem.

Art and Science

• The art and science that involves planning and marshalling resources efficiently and effectively.
• Must Plan: Operational( done annually short term plan), strategic(long term planning).

Customer Strategies

• Managers align to customer expectations, distribute allocation and reevaluate the measures and have appropriate new policies and practices.

Information

• Involve surveys , focus groups, personal interview and ethic studies.
• Three generic Strategies.

Leading Cost Strategy

• Low cost producers
• Aims to have low price producer.

Differentiation Strategy

• To differentiate product or service from competitors
• Must have ability to:
  • fill a particular niche.

Leadership Cost Stratgy

• Designs to deliver and produce goods or serve at lower price.
• Feauture that are most accepted by consumers and lowest cost producer.
• Must target a broad market that the firm can compete with in all kinds of industries and earn high unit profit.
• Competitors may have to drive them by decreasing the value of the experience to all guests.

Differentiation Attributes

• Unique offerings that make product and service stands out more better than its rival.

Value and Uniqueness

• Requires research and strong marketing as a product image.

Service and Hotel Examples

• The ice hotel feature ice sculptures The resort offers a theme to their shows and interactive games.

High Equality Examples

• Images that customer will try based upon brand reputation.

Service Differentiation

• In any physical Product that the service cannot be easily differentiated
• Service helps add value to other qualities.
• Ordering must be easy and have deliveries.

Focus and Narrow

• Concentrates on a narrow segment and have attempts to achieve either cost advantage of differentiation and enjoys customer higher Loyalty.

Strategy For Theiche

• Combined with the activity in the niche tour industry who wants to combine the tour.

Plan of action

• To create a strategic action plan.

Strategic Planning

• Consider the elements: External environment with its threats, internal organizations with its weaknesses that are related to organizational statements.

Study

• Organizations carefully study the future opportunities and how the 3 key factors are included in the environmental assessment.

The 3 Factors

• They are the overall environment , industrial environment and operating environment with objectives.

Quantitative

• Powerful forecasting included the tool or objective.

Qualitative

• Forecasting tools create personal guesses.

To Assess

• Assessing Environment Overall:
  • Economy, Society, Ecology and Policies.

Vision and Mission Statements

• To articulate a way look and be in the future
• Create a hope in future The statement defines the reason in what it was created for to continue.

Defining Path

• How where and what is in overall strategy service with elements.

The Elements

• What to service and who to serve that is targeted.

Guidance and developing service

• Guides every organizational decision.
• Includes how to handle complaints.

Desiging and Creating

• Involves the voice, ideas and enthusiasm of individuals to meet needs, create correct environment and design the strategy.

The Service

• Includes the components, quality, emphasizing, value, focusing and achievement.

Action Plans

• Can be developed through decisions and terms to motivate and provide the service. The goal is to make a organization lay out how it will operate.

The theme of the setting

• Setting a new and unique perspective to develop culture.
• Refers to ever interaction from what individuals may infer.

Design

• Walt Disney originated the a guest which provided qualities, extraordinary enhances and values.

• For any organization with a feeling the the success is critical.

Fantasy and Themes

• Using physical environment and visuals to create how the part or service looks and feels through theming.

In Creating Theme

• The environment organization must be consistent with the guests, as is a good controlled story and set.

Atmosphere

• Must be crucial as is the sounds and Architecture.

Service Themes

• It should be able effectives to tie the elements of the service. Guests must add value or what the company can provide so that it makes sure new elements are constantly new and consistent.

Theming

• Can be maintained to enhance what someone is able to view

The Service and Visuals

• Can be used to create emotional connections to make new things or the ability to WOW more guests, and signals 5 star services that enhance the quality of the total.

Memorable

• Creating first impressions gives the guest what the service will follow.

Many Places

• Hospitality settings create through settings realizes blending tastes , senses for more enhance and more memorable experiences and providing service.

Service Creation

• Includes designs signs lighting employee uniforms and gives feelings.
• Maintaining to controlling and focus in a architecture way.

Environments Expectations

• Influence what is going to be delivered.
• As employees are aware and clean of what the restaurant will serve.

Ratings and Guesses

• Ratings depends how much restaurant cares about the cleanlines

The Mood Effect

• Guests maintain a beginning experience and creates on establishing the fantasy in where they will roam. Disney ensures that everything blends the new experiences.

Support and Satisfaction

• the environment be friendly and compatible for an the employees experience to create a positive and clean satisfaction that will create a happy setting,
• Creating conditions that promote safe, functional and ergonomic experiences.

Ergonomic

• Should have a easy to way is create easy to see in what there seeking.

Hospitality

• Seek to give what they need and the model that the hospitality manger needs to seek and give memorable things like set design delivery.

A figure is the determine to what to affect on the guest to determine and the combination of elements that the and also the important design from employee behavior

Conditioning Factors

• To create the temperature and control how good the air smells in there and nature in guests face.

Set Conditions

• the style or equipment of lighting shapes that are accessible to customers from everything.

Purpose factors

• That is serving and giving signs to customers to name business.

Symbols

• Representation as a represent what guests can think or think as real people to see others enjoying.

Results Primary

• Has been from guests senses a certain effects.

Environmental Moods

• What is like the factors to add as personal characteristics will be based upon mood.

Emotions and Moods

• Customers have to be what their personalities in the cultural beliefs and as they enter the establishment and have feelings they respond in situations

Sense To Feel and the cognitive

• A type of physiological responses to the brain through conditions through temperature, air and smells or if something known is how the human will process.

Impact

• To depend the cognitive based on the knowledge.
• Guests will always what they has been done or experienced to expect or do.

Emotions That May Build

• Building cues taps into past knowledge expectations of what should like be for new experiences.

The Response

• Customers may react emotionally to how serve to them because the emotions two have elements the excite and create that feel.

Final

• the 3 combined help the visitors determine either giving great experience, great value on what the atmosphere did the positive of increased revenues.

Serving great service

• creating the environment with great people and the applauds you get customers.

Motivation What To Do

To be instill with a desire to encourage actions and what one is trying to do.

Patterns

• What make them different of what they are given in certain conditions from what give emotions that should be valued over other points.
• Motivation is to to value so and if there some actions it helps others out.

Mangers

• help employee and known tools where to respond what they and can manage the performance. Needs are not as basic is a survival need to live.

Provide Paychecks

• This helps the to meet the needs of people
• This the best way to have direct the need a formal program.