Guest Experience PDF

GUEST EXPERIENCE BY: Prof. PAMELA CARIDAD V. CALALO  GUEST EXPERIENCE It is the sum total of the experiences that the guest has with the service provider on a given occasion or set of occasions. Guest Experience= Service product+ service settings+ service delivery syste...

GUEST EXPERIENCE BY: Prof. PAMELA CARIDAD V. CALALO  GUEST EXPERIENCE It is the sum total of the experiences that the guest has with the service provider on a given occasion or set of occasions. Guest Experience= Service product+ service settings+ service delivery system  COMPONENTS OF THE GUESTS EXPERIENCE The Service Product The Service Settings The Service Delivery System  SERVICE PRODUCT Sometimes called the service package or service product/mix, is why the customer, client, or guest comes to the organization in the first place  SERVICE SETTINGS It is the setting or environment in which the experience takes place. The term seascape, the landscape within which service is experienced, has been used to describe the physical setting that contribute to the guests overall physical feel of the experience.  SERVICE DELIVERY SYSTEM The third part of the guest experience is the service delivery system, including the human resources( like the restaurant server who places the meal on the table or the sound engineer at the rock concert) and the physical production processes (like the kitchen facilities in the restaurant or the rock concert’ s amplification system) plus the organizational and information system and techniques that help deliver the service to the customer.  SERVICE ENCOUNTERS AND THE MOMENT OF TRUTH The term service encounter is often used to refer to the person to person interaction or series of interaction between the customer and the person delivering the service. Although both parties are usually people, the many situations or interactions between organization and guest which are now automated – the automatic teller machine , check in kiosks, and online transactions being familiar examples may be considered service encounters. The heart of the service is the encounter between the server and the customer. It is here where emotions meet economics in. real time and where most customers judge the quality of service.  THE NATURE OF SERVICES Services and manufactured products have different characteristics. Manufactured products tend to be tangible, produced, shipped and purchased now for consumption later, and lacking in much if any interaction between the manufacturer and the customer.  SERVICES ARE PARTLY OR WHOLLY INTANGIBLE The implication of intangibility characteristics is that every guest experience is unique. Even though a room at the Ritz Carlton looks the same to everyone , the overall experience at the Ritz will be different for each guest each time. The less tangible the service provided the more likely each guest will define the experience differently. The point is simple: Since every guest is unique; every guest experience will also be unique.  SERVICES ARE CONSUMED AT THE MOMENT OR DURING THE PERIOD OF PRODUCTION OR DELIVERY The customer can take home the hat, beads and the memory of the experience but not the service itself. What are the important implications of this characteristics for hospitality managers? Organizational systems must be carefully designed to ensure that the service is consistently produced so that each guests has a high quality experience that both meets expectations and is nearly equal to that experienced by every other guests.  SERVICES USUALLY REQUIRE INTERACTION BETWEEN THE SERVICE PROVIDER AND THE CUSTOMER, CLIENT OR G UESTS This interaction can be a short as the brief encounter between the customer and the order taker at Mcdonald’ s drive thru or as long as the lifetime relationship between the patient and the family physician. These interaction can be face to face, over the phone, on the web, or by mail, email or texting.  GUESTS EXPECTATIONS The organizational responsibility of getting the repeat business of both new and previous customers rests on the service provider ability to meet and maybe even exceed both the promises that marketing has made and prior experiences of repeat guests. Depending on what source of business you are in, you may or may not want under promise, but the key to delighting customers is to consistently over deliver.  MEETING GUESTS EXPECTATIONS The challenge for hospitality organizations is to anticipate guests expectations as accurately as possible and then meet or exceed them. The ones that are consistently ranked as excellent spend extra time and money to ensure that the experience of each guests- first time and repeater not only matches but exceeds guests expectations.  DO NOT PROVIDE MORE HOSPITALITY THAN GUEST WANT Organizations must be careful not to over deliver to the point of making guests feel uncomfortable or unpleasantly surprised. The excellent hospitality organization will do two things to find out. First, it will spend the time and money to train its employees to be alert to the customer cues, signals and body language so they can fine tune their interaction with their customers. Second, it will constantly survey or ask its guests what they thought about the experience , to ensure that guests receive more service value than they expect but not so much more as to detract from the experience  QUALITY The quality of the entire guest experience or of any part of it is defined as the difference between the quality that the guests expects and the quality that the guests gets. If the two are the same, then the quality in this special sense is average or as expected; you got what you expected and you are satisfied. If you get more than you expected quality was positive, if you get less than expected then the quality was negative. Qe = Qed- Qee Quality of the Guest Experience= Quality of the Experience Delivered- Quality Expected  VALUE Ve=________Qe_________ All costs incurred by the guest The value of the guest experience is equal to the quality of the experience. If the Quality and cost of the experience are about the same, the value of the experience to the guests would be normal as expected; the guests would be satisfied by this fail value but not wowed. Low quality and low cost, and high quality and high cost, satisfy the guests about the same because they match the guests expectations. Organizations add value to their guests experiences by providing additional features and amenities without increasing the cost to guests.  COST OF QUALITY It is used as a reminder not of how much it costs to provide service quality at a high level but of how little it costs compared to the cost of not providing quality.  GROUP ACTIVITY Pick two service organizations in the same field, you have patronized recently or can visit conveniently. Compare them in terms of service quality and value you received. Date of Presentation- January 29-31, 2024 Group Members for each Group- Maximum of 6 students only