THS Theories PDF

External Environment (STEEP) P.11 -​ Social/Cultural forces -​ Technological forces -​ Environmental forces -​ Economic forces -​ Political forces Tourist with special needs P.24-25 1.​ Very important persons 2.​ Senior travelers 3.​ Children 4.​ Disable 5.​ Religious travelers...

External Environment (STEEP) P.11 -​ Social/Cultural forces -​ Technological forces -​ Environmental forces -​ Economic forces -​ Political forces Tourist with special needs P.24-25 1.​ Very important persons 2.​ Senior travelers 3.​ Children 4.​ Disable 5.​ Religious travelers 6.​ Pregnant travelers 7.​ Infant travelers 8.​ Travelers with physical challenge Forms of tourism P.28-32 1.​ Leisure/ Holiday Tourism 2.​ Business Tourism 3.​ Cultural Tourism 4.​ Eco-tourism 5.​ Study Tourism 6.​ Religious Tourism 7.​ Health Tourism 8.​ Visiting Friends and relatives 9.​ Sport Tourism Characteristics of Travel Products (DIPICI) P.35-36 1. Differentiation 2. Intangible 3. Perishability 4. The inseparability of Production and Consumption 5. Complementarity 6. Immobility of Ownership Attributors of attractions P.43 1.​ High quality 2.​ Authenticity 3.​ Uniqueness 4.​ Drawing power 5.​ Activity Option 6.​ Accessibility Typology of Attractions P.44-45 1.​ Primary and Secondary Attractions 2.​ Natural and Man-made Attractions - Natural Environment - “Man-made” but not originally designed to attract tourists - “Man-made” and purpose-built to attract tourists - Special Event Types of tourist attraction P.46-58 1.​ Natural attraction - Climate - Physical features and scenery 2.​ Historic attraction - Historic sites - Famous construction - History Museum - Historic Relics 3.​ Cultural attraction - Traditions - Art - Handicraft - Food - Music and Dance -Lifestyle  4.​ Religious attraction - Places of pilgrimages - Religious headquarters - Religious sites 5.​ Build attraction 6.​ Entertainment attraction - Theme and Amusement Parks - Zoos - Aquariums - Science Museums 7.​ Special events and festivals - Sports events - Art and culture - Commercial events Sides aspects of tourism role of a destination image formation P.59 - Natural resources - General infrastructure - Tourist infratructure - Tourist leisure and recreation - Culture, history and art - Political and economic factor - Natural environment - Social environment - Atmosphere of the place Environmental bubble P.66 -​ Tourists are surrounded by their similar living environmental while they are abroad. Cohen’s Classification P.66-68 -​ Based on the theory that tourism combines curiosity to seek out new experiences w. the need for the security of familiar reminders of home. 1. Institutionalized tourists -​ Travel in a routine way w. many tourist establishment. a. Organized mass tourists. Least adventurous grp.. Spend most of their time in their environment bubble. The itinerary is decided in advance/ fixed. There is a tour guide. Tourists has almost no decision on their trip b. Individual mass tourists. The tour is not entirely fixed. Still confined by their environment bubble. All major arrangement are still made through a tour agency. Not bound by a grp.. Tourist has a certain amount of control over time & itinerary 2. Non-institutionalized tourists -​ Loosely attached to the tourist establishment. -​ Like to be the pioneer to the lower socio-economic grp. a. Explorer. Arrange their trip alone. Try to go somewhere unusual. Still look for comfortable sleeping place and reliable on means of transportation. Try to mix w. local people and speak their language. Dare to leave their environmental bubble more readily b. Drifter. Keep away from any kind of connection w. the tourism establishment. No fixed itinerary or timetable. Make their trip wholly on their own. Live w. local and share the way of life. Go further away from or leave the environmental bubble Plog’s Classification P.68-70 -​ Associates the popularity of a destination to inherent personalities of travelers 1. Psychocentric. Prefer familiar tourists destination. More conservatively-oriented. Inhibited & non-adventuresome. Prefer staying at familiar hotel chain, eat at family-type restaurants. Prefer familiar culture rather than familiar culture rather than foreign atmospheres. For a tour package, prefer heavily structured itinerary 2. Mid-centric. Prefer to do both independent or package tours. Prefer relaxing & pleasure, & spending time w. family & friends. Like to learn about different cultures in a controlled environment. Open to new or unusual hotel experience but still w. a level of comfort. Seeks a moderate comfort zone. Like to have some contract w. locals. Enjoy discovering unusual attractions in known destinations. Open to new experiences but not particularly adventurous 3. Allocentric. Prefer unusual/ non-tourist destinations w. a few developed tourist attraction. Enjoy discovering new destinations before other have visited them. Seek new experiences and adventures. Outgoing and self-confident in behaviour. Prefer high activity level. Prefer simple services such as adequate to good accommodations and food, but not necessarily modern or chain-typed hotels. Enjoy interacting w. people from different cultures. For a tour package, prefer to retain the basics but not committed to structured itinerary (allow flexibility) Types of common travel motivation P.72-73 1.​ Relaxation and health 2.​ Exploration and risk-taking 3.​ Spirit and appreciation of beauty 4.​ Social interaction 5.​ Religious faith 6.​ Business affairs and official matter 7.​ Family responsibilities Maslow’s hierarchy of needs P.74 -​ Physiological needs -​ Safety needs -​ Social needs -​ Esteem needs -​ Self-actualization needs Hudman’s motivators of travel P.77 1.​ Health 2.​ Curiosity 3.​ Sports 4.​ Pleasure 5.​ Religious and spiritual appreciation 6.​ Professional and business 7.​ Friends and relatives 8.​ Roots syndrome 9.​ Esteem Tourist flow P.81 -​ The statistical measure of the volume and direction of movement of tourists into or out of a destination for a given period of time or as a trend. Marco Factors influencing patterns of tourist flows P.83-84 (Pull Factors) 1.​ General attractiveness of the destination for the tourists a. Natural and man-made attraction b. Climate c. Political, cultural and business ties d. Relative costs (cost of living and exchange rates) e. Attitude of the host community f. New cultural experience 2.​ Political factors a. Currency control b. The necessity of obtaining visas c. Long-term political stability d. Wars Micro Factors influencing patterns of tourist flows P.85 (Push Factors) 1.​ Economic development of a country 2.​ Trend in tourism Personal Factors influencing patterns of tourist flows P.85-87 1.​ Income 2.​ Employment 3.​ Paid-holiday entitlement 4.​ Time availability 5.​ Education level 6.​ Personal attitudes and perception Other Factors influencing patterns of tourist flows P.88 1.​ Time distance and cost of travel between origin and the destination 2.​ Location of destination 3.​ Transport routes Aspects of statistics P.89 1.​ Aspects a. Geographic b. Demographic c. Psychographic d. Socio-economic 2.​ Use a. Improving the tourism products b. Formulating tourism policy c. Setting promotion targets for the ideal audience d. Understanding the visitors’ needs & willingness of visitors to consume e. Helping planning for the tourism sectors f. Attracting investment Government role P.94-96 1.​ Planning and facilitating tourism 2.​ Control and supervision of tourism → Refusal or graning of permission in planning → Control of the export currency → Supervision of tourism industry 3.​ Direct ownership of components of the tourism industry 4.​ Promoting tourism to home and overseas market Tourism related government bodies P.101-105 1.​ Tourism Commission Job duties: -​ Enhance tourism facilities -​ Supports the developments of attractions and events → HK remain a premier tourist destination a.​ Formulating policy & overall strategy in promoting tourism b.​ Considering the feasibility of new tourism attraction 2.​ Travel Agents Registry Job duties: -​ Raise the standard of the trade by regulation of the agents -​ Protect interest of outbound travellers & inbound visitors -​ Enhance the reputation of HK as a tourist-friendly city a.​ Issue & renewal of licence for travel agents b.​ Handling enquiries and complaints 3.​ Travel Industry Compensation Fund (TICF) Job duties: Provides protection to outbound travelers when travel agents defaults and when they sustain death or injury in accidents during activities provided by travel agents whilst touring aboard in the form of group and group tour. 4.​ Travel Industry Council of Hong Kong (TIC) Job duties: -​ Maintain a high standard of profession within the industry → Protect the interest of both trade and travelers  5.​ Hong Kong Tourism Board (HKTB) Job duties: -​ Market and promote HK as a destination worldwide a. Conducting extensive market studies b. Work closely with all major travel trades 6.​ Hong Kong Hotel Association (HKHA) Job duties: -​ Protect rights and benefits of members -​ Advice the government on hotel development -​ Co-operate and co-ordernate the hotel industry Function of using intermediaries P.107 1.​ Act as retail channel for travel products 2.​ Provide one-stop travel products 3.​ Facilitate tourist’s activities and promote the development of tourism industry Distribution channels of tourism products P.110 1.​ Unilateral Service supplier→ Customer 2.​ Bilateral Service supplier→ Travel retailer→ Customer 3.​ Multilateral Service supplier→ Travel wholesaler → Travel retailer→ Customer GDS P.117 -​ Enables transaction between third parties and looking agents to provide service to consumers. → Link airline reservations, car rentals, activities across all three sectors CRS P.117 -​ Link between the airline computer and travel agents Function:. Provider of info.. Help travel agent administer the flight w. computerized itinerary printing and ticketing. Holding a great deal of info. need to be keep permanently up-to-date. Adv. of CDS to airline companies P.119 1.​ Saving manpower 2.​ Saving cost 3.​ Easy updating of info. 4.​ Minimizing man-made errors 5.​ Enhancing the efficiency of reservation and ticketing operation 6.​ More efficient check-in and control of passengers flow in the airport 7.​ Betterment of service 8.​ More efficient allocation of human resources 9.​ Enhancing internal communication 10.​ Enhancing inter-organization communication Problem using GDS 1.​ Website/app design - User friendly? Stability? Technical support? 2.​ Security issues? - Privacy? Personal data leak to third parties 3.​ Knowledge of users - Senior travelers? 4.​ Personal liability: - Fault in transactions 5.​ Less face to face interaction between customers and staff members - Lack of personal touch/personalized services Demonstration effect P.128-129 Definition: -​ Local people seeking to imitate the consumption patterns and living standard of visitors -​ Foreigners bring a long their value and lifestyle while travelling in a destination and have them transferred to and adopted by the host population +VE impacts: -​ Local people have a positive attitude toward work -​ Local employment shifted from traditional jobs to tourism related jobs→ enhances cross-cultural interactions -​ Increase job opportunities for local women -​ Reducing stereotyping against tourists –VE impacts: -​ Vanishing hope -​ Employment changes -​ Change of indigenous peoples’ value and behaviours -​ Loss of traditional gender roles -​ Loss of traditional culture -​ Loss of traditional skills Negative Socio-cultural impacts: P.130-131 1.​ Social aspects: a. Lifestyle -​ Employment shifted -​ Health problems -​ Congestion b. Moral issues -​ Crime generation -​ Transformation of values 2.​ Cultural aspect:. Demonstration effects. Commodification of culture. Change on architecture Positive Socio-cultural impact: P.131 1.​ Social aspects:. Improve the way of life. Reducing stereotyping against tourists. Increased job opportunities for local women 2.​ Cultural aspects:. Encourage cultural exchange. Boost for cultural conservation Doxey’s index of tourist irritation P.133 1.​ The level of euphoria - Welcome strangers - Mutual feeling of satisfaction 2.​ The level of apathy - Begin to take the tourist for granted - Become a target for profit-taking - Contact on the personal level begins to become more formal 3.​ The level of irritation - Industry is nearing the saturation point - A level at which the locals cannot handle the number without expansion of facilities 4.​ The level of antagonism - The irrigations have become more overt - People see the tourist as the harbinger of all that is bad 5.​ The final level - People have forgotten what they cherished - The wild scramble to develop they overlooked this and allowed the environment to change Positive economic impact of tourism: P.134-136 1.​ Creates employment opportunities 2.​ Providing tax revenue 3.​ Improved balance of payment 4.​ Economic growth- Improve the living standard 5.​ Generating income and linkage effect 6.​ Attract foreign investment Negative impact of tourism: P136-137 1.​ Over-dependence on tourism 2.​ High consumer and land prices 3.​ Leakage effect a. Import leakage b. Export leakage Negative environmental impact of tourism: P.142-143 1.​ Environmental pollutions. Water. Air. Noise. Visual. Land 2.​ Ecological disruption. Vegetation. Wildlife. Geology. Archaeological and historical sites Positive environmental impact of tourism: P.143 1.​ Preservation and conservation of environment 2.​ Increasing environmental awareness 3.​ Enhancement of environment Carrying capacity P.151-152 Is the maximum number of people who can use a destination without unacceptable changes in the environment and enjoyment gained by visitors. Types of carrying capacity: 1.​ Physical carrying capacity 2.​ Environmental carrying capacity 3.​ Psychological carrying capacity 4.​ Economical carrying capacity 5.​ Socio-cultural carrying capacity Product life cycle P.155-157 Stages: 1.​ Introduce 2.​ Growth 3.​ Maturity 4.​ Decline Destination life cycle P.159-162 1.​ Exploration 2.​ Involvement 3.​ Development 4.​ Consolidation 5.​ Stagnation 6.​ Decline/rejuvenation Purpose of analysing the PLC’s of destination and tourism products. Marketing. Development decisions Characteristic of hospitality industry P.5-14 1.​ Product-service mix 2.​ Two-way communication 3.​ Relationship building Loyalty Programmes P.7-14 1.​ Simple Point system 2.​ Tier system 3.​ Partnership system Technological advances: 1.​ Bar code - Very “green” - Very low cost - Increased brand awareness 2.​ Magnetic strip 3.​ RFID 4.​ Diversity in culture 5.​ Labour intensive Career nature in the industry P.16-19 + VE: 1.​ Variety of Career Choices 2.​ Opportunities to meet different ppl with different background 3.​ Long-term career development 4.​ Fringe benefits enjoy by employees - VE: 1.​ Long and non-regular working hours 2.​ Work under pressure 3.​ Low starting salary 4.​ Perception of low job status Types of accommodation P.22-29 1.​ City centre hotel 2.​ Suburban hotel 3.​ Airport hotel 4.​ Motel 5.​ Convention hotel 6.​ Commercial hotel 7.​ Resort hotel 8.​ Spa hotel 9.​ Historic conversion hotel 10.​ Casio hotel 11.​ All-suite hotel 12.​ Boutique hotel 13.​ Extended-stay hotel 14.​ Timeshares 15.​Bed and breakfast inns 16.​ Guest houses 17.​ Hostels 18.​ Cabins 19.​ Villas Hotel rating systems P.36-41 1.​ Rating system of HKTB a. High Tariff A Hotels (3.00-3.99) b. High Tariff B Hotels (2.00-2.99) c. Medium Tariff Hotels (1.00-1.99) Indicators: a. Facilities (0.25) b. Location (0.20) c. Staff to room ratio (0.20) d. Achieved room rate (0.20) e. Business mix (0.15) 2.​ Star Award and Diamond Award rating system Common types of room P45-47 1.​ Single room 2.​ Twin room 3.​ Double room 4.​ Double-double room 5.​ Triple room 6.​ Hollywood Twin room 7.​ Studio/murphy room 8.​ Suite 9.​ President suite 10.​ Villa 11.​ Accessible room 12.​ Balcony room 13.​ Executive-floored room 14.​ Room for extended stay 15.​Smoking/non-smoking room 16.​ Adjacent room 17.​ Adjoining room 18.​ Connecting room Types of room rate P.52 1.​ Rack rate 2.​ Corporate rate 3.​ Commercial rate 4.​ Airline rate 5.​ Group rate 6.​ Children’s rate 7.​ Package rate 8.​ Complementary rate Meal options include in the room rate P.54 1.​ European Plan 2.​ Continental Plan 3.​ Modified American Plan 4.​ American Plan Types of hotel guests P.56-57 1.​ Leisure travelers 2.​ Coporate business travelers 3.​ Free independent travelers 4.​ Group inclusive travelers 5.​ Domestic tourists 6.​ Conference participants 7.​ Very important person 8.​ Incognito Organization of hotel departments P.68 1.​ General manager 2.​ Resident manager Room division P.71 1.​ Front office 2.​ Housekeeping 3.​ Reservations 4.​ Telephone 5.​ Concierge Front office department P.73-76 1.​ Front office manager 2.​ Assistant manager 3.​ Guest relations officer 4.​ Telephone 5.​ Reservations a. Reservations clerk Concierge P.81-82 1.​ Chief concierge 2.​ Airport representative 3.​ Driver 4.​ Parking attendant 5.​ Door attendant 6.​ Bell captain 7.​ Bell attendant Front desk P.84 1.​ Front desk supervisor 2.​ Front desk clerk Overbooking P.77-79 DEV: Refers to a situation when the hotel takes more reservations than the no. of its room to accommodate Handling overbooking 1.​ Find additional rooms available for sale in the hotel property 2.​ Walking the guests a. Apologize to the guest b. Provide alternatives c. Provide baggage assistance and transportation d. Follow-up service Check-in procedures P.85-87 1.​ Greet the guest 2.​ Verify the guest identity 3.​ Present the registration form to the guest 4.​ Confirm the method of payment 5.​ Check and the info. of the guest account in PMS 6.​ Issue room key and give further info. 7.​ Escort guest to the room Up-selling P.88 -​ Promote to another tier of room type with additional cost +VE: a. Improve guest experience -​ Customer loyalty is build on satisfaction b. Contribute to the hotel’s revenue -​ Higher average price per booking Check-out procedures P.91-92 1.​ Greet the guest 2.​ Check guest details 3.​ Check if any late check-out charge should be imposed 4.​ Check for late charges 5.​ Invite guest to double check the hotel charges 6.​ Settle guest account 7.​ Offer assistance 8.​ Update room status and guest history record Guest cycle P.93 1.​ Pre-arrival → Guest make room reservations 2.​ Arrival → Guest arrived the hotel 3.​ Occupancy → The period during which guest stays in the hotel 4.​ Departure → Guest checks out and leaves the hotel Sales indicators P.96-97 1.​ Occupancy rate Factors affecting: a. Types of hotel b. Location c. Guest experience (tangible/intangible) -​ Cleanliness -​ Quality and availability amenities d. Price Improvement: a. Create packages and promotion b. Target the right market c. Partner with local business -​ Promote the space to the local companies 2.​ Guests pre occupied room 3.​ Average daily room rate 4.​ Revenue per available room House keeping department P.100-104 1.​ Executive housekeeper 2.​ Assistant executive housekeeper 3.​ Assistant housekeeper 4.​ Floor supervisor 5.​ Room attendant 6.​ Public area supervisor 7.​ Cleaner 8.​ Tailor and seamstress 9.​ Uniform and linen room attendant Room service/In room dining P.10 +VE: 1.​ Give conveniences 2.​ Enhance guest satisfaction 3.​ Guest enjoy high privacy 4.​ Personalized services → Food kept in the warmer inside service cart Restaurant P.13-15 1.​ Food and beverage manager 2.​ Restaurant manager 3.​ Assistant restaurant manager 4.​ Station head waiter 5.​ Station waiter 6.​ waiter Kitchen P.16-19 1.​ Head chef 2.​ Sous chef 3.​ Station chef 4.​ Assistant cooks 5.​ Apprentice F&B classification based on market segment P.21-23 1.​ Hotel market 2.​ Leisure market 3.​ Business and industrial market 4.​ Student market 5.​ Retail market 6.​ Transportation market 7.​ Health care market 8.​ Other public sector market Types of menus P.39-41 1.​ Selective menu (A la carte menu) - Dishes are individually priced - Items are prepared and cooked to order 2.​ Set menu (Table d’hote menu) - Fixed no. of courses - Limited choices within each course at a fixed price 3.​ Menu of the day (Carte du jour) - Available on a particular day - Set items at fixed price 4.​ Children’s menu - Puzzles and pictures - Smaller portion size - Lower pricing 5.​ Banqueting menu - Course by course 6.​ Cocktail menu - Small items - No menu card - Hot or cold dishes 7.​ Cycle menu - Available in industrial catering establishment, cafeterias, hospitals… Objective of menu P.44 -​ Not only to please customer but to make a menu profitable for commercial operation -​ Identify the food and drinks to be offered & portions to be served -​ Identify the quantities and quality of F&B ingredients to be purchased -​ Contribute a big way to the business’s market image -​ Menus are effective marketing tools -​ Define the core theme of the restaurant → Decided the figure of the food offered & help create the atmosphere -​ Info. provision → Inform potential customers abt. the type of food offered & range of products -​ Increase customers confidence → Sharing pics Menu pricing P.49-50 1.​ Cost-based approach. Food cost percentage ~ 20-30%. Lower food cost percentage, higher profit margin 2.​ Subjective approach. Based on other factors. Protect a luxury image → Attract high-ended customers Ambience of a restaurant P.67-68 1.​ Colour of the lighting 2.​ Music 3.​ Scent 4.​ Decor 5.​ Uniform 6.​ Senses a. Sight b. Touch c. Hearing d. Smell e. Temperature Features of a well-planned kitchen P.71 1.​ Well designed with space efficiency 2.​ Ease of supervision 3.​ Easy flow of materials and personnel 4.​ Containers/Equipments/Utensils 5.​ Storage area Factors that influence the design and layout of a kitchen P.72 1.​ No. of staff 2.​ Size of dining area 3.​ Type of operation 4.​ Equipment available & efficient use of equipment 5.​ Workers’ safety 6.​ Easy & efficient workflow 7.​ Extent and type of menu 8.​ Service style – serviced or self-serviced 5 keys to food safety P.94-106 1.​ Choose (Choose safe raw materials) - From approved & reliable source - Hv. valid licenses from Food and Environmental Hygiene –Department - X buy food from legal or questionable sources - Use fresh & wholesome food materials - Check the quality & safety of incoming food - X use food beyond its expiry date 2.​ Clean (Keep hands and utensils clean) - Wash hands b4 wearing gloves - Avoid contacting the exposed area of ready-to-eat food w. –bare hands - Cover cuts on hands by water proof bandages or gloves - Use clean & sanitized equipment & utensils - Keep kitchen from insect, pets or animals - Soak & wash vegetable & fruits thoroughly - X use newspaper, dirty paper to wrap food - X put food on the ground 3.​ Separate (Separate raw and cooked food) - X put raw & cooked food tgt - Use 2 separate refrigerators for storing cooked & raw food - Separate sashimi & other food - Store food in containers w. lids - Chemical should separate from food processing area - Hv. a separate area for siu mei & lo mei away from fish –tank/fish related  4.​ Cook (Cook thoroughly) - Food must be fully cooked *Meat & Seafood - Raw animal food, centre should reach 75C for at least 15 –seconds - Food should be reheated to 75C or ⬆ as quickly as possible - X reheat for second time 5.​ Safe temperature (Keep food at or ⬇ 4C or ⬆ 60C) - All food should be stored in a clean, covered or protected –environment w. proper temp. & moisture - Cooked (X served immediately) should store at 4C or ⬇/ –60C or ⬆ - Frozen food should be stored at -18C or ⬇ - Sashimi should be thaw at 4C or ⬇ - Thaw food at 8C or ⬇ - Cook raw food, centre should reach 75C for at least 15 –second Hot serving: Held for at least 60C Cooling after cooking: a.​ 60C-20C within 2h b.​ 20C-4C within 4h Store/keep/chill: ⬇ 4C or ⬆ 60C Frozen: ⬇ -18C Cook: ⬆ 75C for 15 sec. Thawing: a.​ 8C or ⬇ b.​ X room temp. c.​ Held at 8C or ⬇ 6 aspects of personal hygiene P.109-113 1.​ Appearance 2.​ Personal habits 3.​ Health conditions a. Personal health b. Injuries 4.​ Health management a. Health checks for new recruits b. Health surveillance for serving staff 5.​ Hand hygiene a. Hand washing procedures b. Ensure the staffs have washed their hands 6.​ Protective overalls 5 dimension or the nature of customer service P.4 1.​ Integrated 2.​ Direct 3.​ Emotional 4.​ Timely 5.​ Improvising How to improve customer service P.7 1.​ Training program or workshop → On the job training 2.​ Orientation for new employees → Company culture, values & policy 3.​ Collect customers’ opinion Eg: Front line staff, feedback forms 4.​ Provide incentives for staff member to do better → Best employees of the month bonus 5.​ Recruit the right person at the very beginning → Outgoing and friendly personality Customer life-time value P.22 DEF: Present value of the future cash flow from a customer relationship Importance of customer loyalty P.22-23 1.​ Repeated business 2.​ Greater volume and upselling opportunities 3.​ Protect company from competition 4.​ Word of mouth marketing 5.​ Provide honest and high-quality feedbacks Simplify procedures P.45 1.​ Standardised tasks and processes 2.​ Use technology when suitable → ⬇ human errors 3.​ Set goals to meet customer expectations 4.​ Formal ways to measure and evaluate result 5.​ Resource committed 6.​ Flexibility in quality program Service triangle P.53 Complaints are opportunities to… P.53 1.​ Evaluate how well you are doing 2.​ Identify weak pt. in your system & process and put them right 3.​ See situation from customers POV 4.​ Improve customer satisfaction 5.​ Create long term loyalty Service encounters P.56-57 1.​ Service standard - Help staff and customers to know what is expected 2.​ Service delivery system - Keep customer happy 3.​ Service tasks - Ensure a satisfactory travel experience Importance/Benefits of service recovery system P.56 1.​ Maintain customer loyalty 2.​ Improve company’s performance 3.​ Enhance company’s strategic position in the market place 4.​ Avoid the cost of attracting new business 5.​ Avoid harm to reputation from unhappy customer 6.​ Maintain service quality & when necessary recovery services Service recovery techniques P.57-58 1.​ Analyse exactly what the problems is → understand the problem 2.​ Collecting appropriate data 3.​ Fix and establish procedures and guidelines for service staff to follow Types of difficult customers P.61 1.​ Indecisive customers 2.​ Demanding customers 3.​ Dissatisfied customers 4.​ Angry customers 5.​ Rude customers 6.​ Talkative customers Reasons for customer dissatisfaction P.61 1.​ Quality of product/service a. Sub standard quality of goods b. Poor service of staff c. Exaggerating advertisement/service commitment d. Not value the money 2.​ Lack of understanding a. Lack of relevant info. b. Lack of effective communication c. Cultural differences & misunderstanding 3.​ Individual personality a. Failure to meet personal expectation/needs b. Failure to fulfill motives/meet specific objectives Dealing with complaints and problems P.70-71 1.​ Stay calm 2.​ Maintain politeness 3.​ Develop positive attitude 4.​ Show you care 5.​ Clarify and confirm your understanding 6.​ Evaluate complain 7.​ Make a decision and offer suggestions 8.​ Follow up Verbal communication P.77 1.​ Talking 2.​ Listening 3.​ Questioning 4.​ Writing 5.​ Image Non-verbal communication P.77 1.​ Using body language a. Hand gesture b. Facial expression c. Eye contact 2.​ Personal hygiene and grooming Communication goals P.77 1.​ To get and give info. 2.​ To persuade 3.​ To ensure understanding 4.​ To get action 5.​ To change behaviour Effective communication skills P.77 1.​ Summarizing what has been said 2.​ Connecting w. the audience 3.​ Simple words 4.​ Body language 5.​ Cultural sensitivity 6.​ Checking for understanding 7.​ Seek participation 8.​ Effective question Factors affecting communication P.77 1.​ Role/status 2.​ Culture differences 3.​ Choice of communication channel 4.​ Length of communication 5.​ Lack of feedback 6.​ Atmospher/noise/distraction Benefits of effective communication P.77 1.​ ⬇ risk of mistakes 2.​ Faster decision making 3.​ Enable quicker response to market changes 4.​ Improving coordination between department 5.​ Improving morale & motivation of the workforce 6.​ Clear & more persuasive marking msg 7.​ ⬆ employees awareness 8.​ ⬆ business relationship 9.​ ⬇ turnover, ⬆ employees satisfaction Writing skills P.79 1.​ Concise 簡潔 - Write short, simple sentences 2.​ Correct - Check your facts 3.​ Clear - Make sure your write is not gobbledygook 官方 4.​ Complete - Make sure you have included everything you need to say 5.​ Courteous - Be polite