Guestology - Hospitality Industry - PDF

gu e s t o t he ba si cs o l o gy  THE HOSPITALITY INDUSTRY The hospitality industry is made up of organizations that offer guests, courteous, professional food, drink and lodging services, alone or in combination.  THE HOSPITALITY...

gu e s t o t he ba si cs o l o gy  THE HOSPITALITY INDUSTRY The hospitality industry is made up of organizations that offer guests, courteous, professional food, drink and lodging services, alone or in combination.  THE HOSPITALITY INDUSTRY Even more challenging for those in the hospitality organizations is the simple reality of service quality and service value are defi ned not by the managers, auditors, or rating organizations. hospitali ty industry guest experience sum total of the experience that the guest has with the service provided on a given occasion or set of occasions; moments of truth any key or crucial moment or period during a service encounter, a make or break moment; subsequently expanded by others to include any significant or memorable interaction guestolo gy.  guestolo gy the study of guests and their behavior their wants, needs and expectations with the aim of aligning the organization’s strategy, staff and systems so as to provide outstanding service to guests. the gue SERVICE st PRODUCT exp erie nce. SERVICE SERVICE SETTINGS DELIVERY  guestologist A guestologist seeks to understand and plan for the expectations of an organizations’ target customers before they even enter the service setting, so that everything is ready for each guest to have a successful and enjoyable experience. servic e.creates value between a provider organization intangible part of a transaction relationship that and its customer, client or guest Services can be provided directly to the customer, or it can be done for the customer. Services can be provided by a person or via technology. How to Provide Outstanding Service 1. Listen to the Guest 2. Be Proactive 3. Personalize the Experience 4. Use Technology Wisely sectors. tangibility spectrum. comparing goods and services servi ce What is Service? The Old View Service is a technical after-sale function that is provided by the service department. Old view of service = Old Service = wrench time Customer Service Center serving internal customers Internal Customers – persons or units within the organization that depends on and serve each other meeting increased competition If they don’t provide the experience their guests expect, someone else will. “Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest customer” service product the entire bundle of tangibles and intangibles provided by a hospitality organization to guests during a service experience, same as Service Package A service product does not refer specifically to the tangible items that may accompany the transaction, though it can include them. Define d b y the Co mp any Both the organization and the guest “IN THE FACTORY WE MAKE SELL HOPE” “N I COSMETCICOS, defi ne it, and the defi nitions may not be the same. servic e indust There are no such things as ry service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service – Theodore Levitt Goods to Services to Experience More and more, today’s consumers want their goods and services packaged as part of a memorable experience that has an emotional impact. “If you do not create a memory, then you have not offered a distinctive experience.” Distinctive Experiences B. Joseph Pine II & James H. Gilmore Authors, The Experience Economy understand ing the guest Each guest is unique. VIP – Very Individual People Understanding the guest includes: The traditional demographic breakdown of age, race, gender, and guests’ home locations Psychographic breakdowns of how they feel, what their attitudes, beliefs and values are. Capabilities (their KSA – knowledge, skills, attitudes) to coproduce the experience understand ing the guest Meeting the expectations of a customer who arrives needing but not really wanting the service and angry at the service provider, perhaps even at the world itself, is diffi cult. In such situations, ensuring the quality of the service experience is even more crucial because of the circumstances leading to the need for services. the guest experienc e. An inanimate technology A service delivery system consists of: part (organization and information systems and process techniques) People part (most importantly, the frontline server who delivers, or presents the service, or co-produces it with the guest) the gue SERVICE st PRODUCT exp erie nce. SERVICE SERVICE SETTINGS DELIVERY the guest experienc e.The uniqueness is what provides the primary No two guest experiences are exactly alike challenge to the hospitality service provider You can’t please every guest, but the hospitality organization has to try even though everybody is different. But these reactions of guests sometimes are somehow similar and can be studied. than you k.