Quality Service Management Overview

Overview of Quality Service

• Quality Service Management involves employees collaborating to set guest service standards and exceed expectations.
• Total Quality Management aims to eliminate errors, streamline supply chains, improve customer experience, and ensure employee training.
• Key elements of Total Quality Management include: Customer, Employee, Supplier; Products, Processes, Work, Company; and Teamwork, Ability to Learn, Responsibility.
• Quality consistently provides goods and services that meet or exceed guest expectations.
• Quality Management is the top management's responsibility for developing and executing quality policy.
• The International Organization for Standardization (ISO) develops and publishes industrial and commercial standards.
• Service Quality encompasses functional & technical quality, and environmental impact.
• Service Quality is measured by assurance, dependability, empathy, tangibility, and responsiveness.
• Customer Satisfaction reflects the customer's contentment with the services provided compared to their expectations.
• Providing quality service leads to customer loyalty, positive physical environments, safety, and value for money.

Dimensions of Quality

• Performance means a product or service works as expected.
• Reliability ensures consistent operation.
• Durability refers to how long a product lasts.
• Serviceability is the ease of repair.
• Aesthetics contribute to brand identity.
• Features equip a product for its purpose.
• Perceived Quality is based on customer's general impression.
• Conformance to standards ensures requirements are met.

Principles of Quality Management

• Commitment requires top management to set standards and provide support and training.
• Culture requires addressing negative attitudes to promote quality awareness.
• Continuous Improvement includes incremental and breakthrough improvements.
• Cooperation involves employee participation in improvement initiatives.
• Customer Focus prioritizes customer requirements, both external and internal.
• Control requires mechanisms to monitor and assess improvements.
• Cross-functional spans all workers and extends to the supply and customer chains.
• Cause Analysis identifies and addresses the underlying causes of problems.
• Change integrates improvement and education into daily work.
• Team Synergy leverages collaborative efforts for greater results.

Customer Service Through Quality Management

• Good customer service leads to repeat customers, while poor service drives customers away.

Nature of Service

• Services can be partially or entirely intangible, impacting customer perception.
• Services are consumed during production or delivery, requiring consistent high-quality experiences.
• Interaction between service provider and customer is necessary, whether face-to-face or via other channels.
• Guestology means that employees should consider consumers as guests and run the company from the guest's perspective.
• Service Standards are criteria reached by benchmarking delivery methods against customer needs.
• Cast refers to employees who understand how to keep customers satisfied.
• Setting is the atmosphere, facilities, and equipment used to provide high-quality service.
• Process includes implementing procedures to ensure a good service experience for everyone.
• Integration combines the cast, setting, and process into a single operating system.
• Service Theme is a simple phrase that motivates employees to meet customer needs.

Customer Expectations

• Expectations outline company capabilities, employee behavior, physical setting, roles, attire, and service cost and value.
• First-time customers base expectations on advertising, brand names, promotions, and prior experiences.

Meeting Customer Expectations

• Dissatisfaction occurs when experiences don't meet expectations.
• Companies must meet or exceed customer expectations to maintain reputation and clientele.
• Accurately estimating expectations and delivering on promises is a key challenge.
• Companies should only make promises they can keep.

Measuring Customer Experience

• Customers arrive with preconceived notions.
• Internal customers (employees) also have expectations.
• Competition increases the need to meet expectations.
• Customer Experience encompasses feelings about interactions with a service provider.
• Customer experience = service product + service setting + service delivery system.

Components of Customer Experience

• Service Product is the primary reason for a customer's visit.
• Service Setting, or "servicescape," includes physical elements that contribute to the guest's overall impression.
• Service-Delivery System includes human components, physical processes, organizational systems, and information systems.

Service Environment in Tourism and Hospitality Industry

• The service environment has Physical Components (ambient factors, design) and Human Components (customer and employee characteristics).
• The service environment impacts customer expectations, atmosphere, and staff morale.
• Customers are increasingly concerned about safety when visiting service establishments.

Service Environment towards Customer Satisfaction

• Customer Expectation is shaped by surroundings before service begins.
• Customer Mood is influenced by the environment.
• Employee Satisfaction is affected by the service environment.

Customer Buying Behavior

• Servicescape acts as a message-creating, attention-creating, and effect-creating medium.
• Servicescape influences customer impressions through abstract and tangible aspects.

Dimension of Servicescape

• Ambient Conditions include temperature, illumination, noise, music, and smells.
• Spatial Layout describes furniture arrangement.
• Signs, Symbols and Artifacts communicate information.
• Functional Congruence ensures consistency with guest expectations across various elements.

Experienscape

• Experienscape comprises sensory, functional, social, natural, and cultural stimuli.

Components of Experienscape

• Social Component involves interactions among people in the service environment.
• Cultural Component reflects the authenticity and uniqueness of the venue.
• Sensory Component encompasses visual, auditory, olfactory, tactile, and gustatory experiences.
• Functional Component relates to elements that facilitate service delivery and meet customer needs.
• Natural Component refers to natural elements in the service environment.

Training and Development in the Tourism and Hospitality Industry

• Training is a systematic process to improve corporate performance through knowledge and skill development.
• Development focuses on improving abilities and overall growth.

Importance of Tourism and Hospitality Training and Development

• Employees influence customer experience.
• Training should target areas needing development.
• Training can identify potential leaders.

Key Concepts in Preparing Training Plan

• A Training Plan conveys the specifics of a planned training program.
• The Five-phased Instructional System Design (ISD) is a method used to create a training program.

Five-phased Instructional System Design (ISD)

• Analysis Phase identifies knowledge, skills, instructional issues, goals, and limitations.
• Design Phase specifies learning goals, assessments, activities, content, and presentation style.
• Development Phase assembles training material elements.
• Implementation Phase involves facilitator training, validation of learning outcomes, and continuous improvement.
• Evaluation Phase allows for assessment and feedback on the training program.

Employee Motivation in the Tourism and Hospitality Industry

• Motivation is the desire to complete a task.
• Employee motivation is a factor that motivates employees to perform their job duties.
• Influencing employee needs can gain cooperation.

Type of Employee Motivation

• Intrinsic Motivation is internal and driven by the job itself.
• Includes curiosity, challenge, control, recognition, cooperation, competition, fantasy.
• Extrinsic Motivation uses rewards and penalties to influence behavior.
• Affiliation Motivation is a desire to build social connections.
• Competence Motivation is the desire to excel.
• Power Motivation is the desire to have an impact.
• Attitude Motivation encourages personal development.
• Fear Motivation coerces action through fear.

Importance of Employee Motivation in Quality Service

• Increased Levels of production
• Increasing the level of creativity
• Lower level of absenteeism
• Lower level of staff turnover
• Excellent reputation and more robust recruitment