Service Characteristics of Hospitality and Tourism

**SERVICE CHARACTERISTICS OF HOSPITALITY AND TOURISM** **[The Service Culture]** A service culture is a customer-centric organizational approach where service excellence is prioritized across all levels. **Importance** Creates a positive guest experience and fosters customer loyalty. **Componen...

**SERVICE CHARACTERISTICS OF HOSPITALITY AND TOURISM** **[The Service Culture]** A service culture is a customer-centric organizational approach where service excellence is prioritized across all levels. **Importance** Creates a positive guest experience and fosters customer loyalty. **Components** Leadership commitment, employee empowerment, and continuous improvement. **[Characteristics of Service Marketing]** **Intangibility** Services cannot be seen or touched before purchase. Example: A hotel stays or a guided tour. **Inseparability** Production and consumption occur simultaneously. Example: The interaction between staff and guests. **Variability** Service quality depends on who delivers it and when. Example: Different waitstaff may provide varying levels of service. **Perishability** Services cannot be stored for future use. Example: An empty hotel room represents lost revenue. **[Management Strategies for Service Businesses]** ❶ Employee Training Ensure staff are skilled and service-oriented. ❷ Customer Feedback Use surveys and reviews to refine services. ❸ Technology Adoption Enhance service delivery with tools like online booking systems. ❹ Flexible Operations Adjust capacity to meet fluctuating demand. **[SERVICE-PROFIT CHAIN]** Concept: Links employee satisfaction, customer satisfaction, and profitability. ❶ Internal service quality Internal service quality leads to employee satisfaction. ❷ Employee satisfaction Satisfied employees deliver better customer service. ❸ Customer satisfaction Improved customer satisfaction drives loyalty and profitability. **[Three Types of Marketing in Service Industries]** **Internal Marketing** Focusing on employees to align their goals with the organization\'s objectives. **External Marketing** Promoting services to potential customers through advertising and branding. **Interactive Marketing** Direct interactions between employees and customers to create memorable experiences. **[Managing Differentiation and Service Quality]** **❶ Differentiation** Distinguish services from competitors **❷ Methods** Unique offerings, personalized experiences, superior service **❸ Reliability** Consistently delivering promised services **❹ Responsiveness** Being attentive to customer needs **❺ Empathy** Understanding and addressing customer concerns Objective: Distinguish services from competitors. Methods: Unique offerings, personalized experiences, and superior customer service. Common Virtues Regarding Service Quality **[Tangibilizing the Product and Managing Physical]** **[Surroundings]** **Tangibilizing the Product** Definition: Making intangible services more tangible through physical cues. Examples: Branded uniforms, appealing decor, and high-quality brochures. **Managing the Physical Surrounding** Role: Enhances customer perceptions and experiences. Key Aspects: Cleanliness, ambiance, and layout. **[Managing Employees, Perceived Risk, Capacity and Demand]** **MANAGING EMPLOYEES AS PART OF THE PRODUCT** **Rationale:** Employees are the face of the service. **Strategies:** Training, motivation, and performance incentives. **MANAGING PERCEIVED RISK** **Challenges:** Customers may fear wasting money or time. **Solutions:** Clear communication, guarantees, and customer reviews. **MANAGING CAPACITY AND DEMAND** **Techniques:**