CH 1 ppt (1).pdf

Introduction to Quality Service Management Chapter 1  In tourism and hospitality industry, establishment of QUALITY is one of the prime reasons that an entity will be patronized. Knutson (1990) reflected in his research that the intense competition in the h...

Introduction to Quality Service Management Chapter 1  In tourism and hospitality industry, establishment of QUALITY is one of the prime reasons that an entity will be patronized. Knutson (1990) reflected in his research that the intense competition in the hospitality industry has led many businesses to look for ways on how they can profitably differentiate themselves from their competition and capture the highest quality. Weiermair (2000) noted that in the tourism sector, even though the production and distribution of services involve different experiences on both parts of the tourists and the suppliers, the ultimate goal is still to achieve the highest quality possible. What is quality? Joseph Juran, one of the pioneers in “quality” research, defined quality as “fitness for use.”. International Organization of Standardization (ISO) "the totality of features and characteristics of a good or service that bear on its ability to satisfy a given or implied need.“ A product can be defined as anything that we can offer to a market for attention, acquisition, use, or consumption that could satisfy a need or want. Goods, according to Hill (1999), refer to physical objects for which a demand exists; their physical attributes are preserved over time; and their ownership can be established, can exist independently of the owner, and can be traded on markets. Services, meanwhile, have four features. Lovelock (1983) connoted this as the IHIP characteristics: intangible, heterogeneous, inseparable, and perishable. IHIP CHARACTERISTICS OF SERVICE 1. Intangible – they cannot be touched 2. Heterogenous – inconsistency/variability 3. Inseparable – guest and service cannot be separated from each other 4. Perishable – service cannot be added to the next day of inventory COMPARING GOODS AND SERVICES Dimensions of Quality Service Products 1. Performance - It refers to a service product's primary operating characteristics 2. Features - t they supplement the basic functioning of a service product. 3. Reliability - It refers to the ability to perform the promised service product dependably and accurately 4. Conformance - This quality dimension means that a service product's design and characteristics should meet the standard set. 5. Durability - refer to the amount of use before a specific product deteriorates. 6. Serviceability - serviceability or the speed,courtesy, competence,and ease of repair 7. Aesthetics - -how a service product is perceived-is clearly a matter of personal judgment. 8. Perceived Quality - they are indirectly measuring and this measurement is the only basis for them to compare brànds Notable People in Service Quality 1. Walter A. Shewhart - Father of Statistical Quality Control and also related to the Shewhart cycle 2. William Edwards Deming - He championed the work of Walter Shewhart, including statistical 3. process control, operational definitions, and what Deming called the “Shewhart cycle”which had 4. evolved into Plan-Do-Study-Act (PDSA). 5. Joseph M. Juran- first to incorporate the human aspect of quality management which is referred to as Total 6. Quality Management (TQM).Philip B. Crosby - Zero Defects program; 7. Armand V. Feigenbaum - He devised the concept of Total Quality Control (TQC) which inspired Total Quality Management (TQM). 8. Kaoru Ishikawa – “after-sale service”; “Ishikawa of fishbone” diagram (cause and effect of activities 9. Genichi Taguchi - Taguchie method; applying statistics to improve quality of manufactured goods Services Marketing And Management ► James H. Donnelly –differences between “marketing” channels used for services and implications of marketing strategies ► A."Parsu” Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry – developed the “Gap Model” to assess quality in services ► Mary Jo Bitner and Bernard H. Booms – expanded marketing mix; added process, people and physical evidence to the original marketing mix ► Christopher Lovelock – service marketing case studies ► Theodore Levitt - corporate purpose: Rather than merely making money, it is to create and keep a customer. ► Walt Disney and the Disney Company -service providers not only as team players ► Bruce Laval –guestology and guest point of view