Seminar 2 - SQIM - Hospitality Management PDF

Seminar 2 Subject SQIM Date @January 17, 2025 Forbes 5 Star Standards Five Stars : deliver an outstanding experience and consistently offer a highly customized level of service Four Stars : Excep...

Seminar 2 Subject SQIM Date @January 17, 2025 Forbes 5 Star Standards Five Stars : deliver an outstanding experience and consistently offer a highly customized level of service Four Stars : Exceptional properties , offering high level of service and quality of facility Recommended : Recommended properties with consistently good services and facilities 3 Influencing Factors for Forbes 5 Star Standards Exceptional and Personalized Service expect a high level of personalized services, tailored to their preferences and needs. The staff members are attentive, knowledgeable, and committed to fulfilling every guest’s requirements Attention to Detail put a great deal of effort into every aspect of their establishment to ensure that their guest experience is flawless. Every detail is carefully planned to create an atmosphere of luxury Luxurious Amenities : hallmark of 5 star properties are a hallmark of 5 star properties by providing guests with a variety of feature to enhance their stay Hospitality Seminar 2 1  A contemporaneous human exchange, which is voluntarily entered into, and designed to enhance the mutual well- being of the parties concerns through the provision of accommodation, and/or food, and/or drink Customer Vs Guest Customer - A person who purchases goods and services from another Guests - Guests is the one who wants to feel welcomed and appreciated Guestology Bruce Laval originated this term Behaviors observed scientifically Guests’ wants, needs, capabilities and expectations determined Service products tailored to meet demands Organization’s employees must treat customers like guests + manage the organization from the guest’s point of view = Guestology (increase guest satisfaction, increase repeat visits, increase revenue) Moments of Truth Seminar 2 2  opportunities that guests have to form an impression of a hospitality organization Positive or negative Does not need to be human interaction The success or failure of the guest experience may depend on how a single moment of truth between a hospitality employee and the guest is handle (Guests X Forming an opinion of the operations) Customer Expectation Nature of Services Service Characteristics Seminar 2 3  Different relationship between customer and service provider 3 Aspect to Guest Experience 1. Service Product - known as service package. The entire bundle of tangibles and intangibles provided by a hospitality organization to guests during a service experience 2. Service Setting - Location where the organization provides service to guests 3. Service delivery - Human components. Process which the service product is provided to the guests Service Encounters good organization will gather all these for future use 1. Heart of a service (between a server and guest) 2. Moment of truth (interaction) 3. Critical Incident (guest evaluation of business) Seminar 2 4  Cost here include the following : 1. Price of meal 2. Opportunity cost of missing out on alternative meal at somewhere else 3. Time expenditure (time spend getting to the restaurant , waiting for a table and service) 4. Risk ( Cannot meet expectation) 5. Tangible and intangible , financial and non financial costs are all cost incurred by guests ServQUAL measures the way customers perceive the quality of service experiences 1. tangibles (the physical facilities, equipment, and personnel), Seminar 2 5  2. reliability (the organization’s ability to perform the desired service dependably,accurately, and consistently), 3. responsiveness (its willingness to provide prompt service and help customers), 4. assurance (employee knowledge, courtesy, and ability to convey trust), and 5. empathy (providing caring, individualized attention to customer In each area SERVQUAL asks customers what they expected and what they actually have experienced, to identify service gaps at which organizations should direct attention The SERVQUAL instrument reflects the importance of the frontline server to service quality. While tangibles refer primarily to the setting and to the physical elements of the delivery system, and reliability reflects a combination of organizational ability and server ability, the remaining three elements— responsiveness, assurance, and empathy—are almost exclusively the responsibility of the frontline server. If an organization’s quality ratings on any of the SERVQUAL categories are unsatisfactory, it might consider setting up performance standards for the.unsatisfactory items. Seminar 2 6