The Concept of Service Quality.pdf

THE CONCEPT OF SERVICE QALITY Chapter 3 CONCEPT OF QUALITY SERVICE Service quality is a major issue because it is the result of a judgmental value that involves both the expectations as well as the perceptions of the customers. Service quality is defined as "the consumer's overall impression...

THE CONCEPT OF SERVICE QALITY Chapter 3 CONCEPT OF QUALITY SERVICE Service quality is a major issue because it is the result of a judgmental value that involves both the expectations as well as the perceptions of the customers. Service quality is defined as "the consumer's overall impression of the relative inferiority/superiority of the organization and its services" (Bitner & Hubbet. 1994). According to Parasuraman et al.. 1988 defined perceived service quality as "global judgment or attitude relating to the superiority of the service". It can be said that quality is the ability of the organization to meet or exceed customer expectations. Service quality is the ability of an organization to provide products and services to a customer in an extraordinary way. According to (Kotler, 1996), he further said "Customer's perception to service heavily depends on service quality". SERVICE QUALITY IN THE HOSPITALITY INDUSTRY SERVICE - service quality can give the hospitality industry a great chance to create competitive differentiation for organizations. - A successful hotel delivers excellent quality service to customers, and CUSTOMER PEOPLE service quality is considered the life of the hotel. - Service quality consists of three dimensions: physical facilities, Stan, and CARE materials. It also divided into two aspects: functional quality and technical quality. - A similar approach argued that service quality includes three dimensions: SUPPORT functional quality, environment, and technical quality. Another approach SOLUTION confirmed that service quality has five dimensions namely: assurance, reliability, empathy, tangibility and responsiveness. QUALITY  CUSTOMER SATISFACTION Customer satisfaction is the internal feelings of every individual which may be satisfaction or dissatisfaction resulting from the assessment of services provided to an The most important concept or Individual in context to customer's customer satisfaction is accepted anticipation by an organization Hotels are all around the world is the expectancy disconfirmation continuously trying to improve the service theory. just to satisfy their customer because higher customer satisfaction will leads towards customer loyalty. This theory was presented by Oliver, he said that satisfaction stage is the resultant of the distinction between anticipated and supposed performance.  IMPORTANCE OF SERVICE QUALITY AND CUSTOMER SATISFACTION Customer loyalty Happier environment The physical perception imparted by your Happy customers are loyal customers. hospitality business is important in Not only is it important for you to provide achieving customer satisfaction. Your stellar service, but awesome products as restaurant or hotel need not spend lots of well. money to create an amicable environment.  IMPORTANCE OF SERVICE QUALITY AND CUSTOMER SATISFACTION INCREASED SECURITY Batter value Your guests need to believe they are receiving When customers are paying to be an excellent value for their money Value can be served, they expect to be able to inexpensively included in their visit in the form relax and enjoy themselves of discounts, free candy or snacks, bottled water at no charge, gift cards and the like. without worrying about security.  ROLE AND IMPORTANCE OF SERVICE IN THE HOSPITALITY INDUSTRY The hospitality industry is a significant player in the part of the economy called the service sector. This sector makes up the greater part of the economy and creates most new jobs Therefore, service is now amatory catchword for almost all businesses and organizations.  Minimalist Template ROLE AND IMPORTANCE OF SERVICE IN THE HOSPITALITY INDUSTRY JUDGING THE IMPROVE COSTUMER MEASURE COSTUMER COSTUMER NEEDS LOYALTY MOOD A recent study by industry's This is similar to point one or a Excellent customer bigwigs shows that the subset of point one but service goes the extra clients aren't impressed by deserves a special mention. It is mile to ensure that what you can offer or even very important to judge the customers are happy what you know until they needs of your customers and well taken care of. see that you actually care. without their asking. 6  Minimalist Template ROLE AND IMPORTANCE OF SERVICE IN THE HOSPITALITY INDUSTRY Feedback as a Crucial On Time Services are Following the Meeting part of customer crucial in hotels and in the Etiquette of Service in Customer service in the overall hospitality the Hospitality industry Expectations hospitality industry industry Apart from ensuring that every Sure your business model is Time is the key to success service is being supplied on Hotel customers are water-tight. Sure your staff when you're running a time, it is important to make always seeking an is top-notch. But, without hospitality business. If you sure that the etiquettes of the energetic service and a general feedback from the aren't able to provide on-time service sector are also met. memorable experience. customers, you wouldn't services to your valued This includes both on-call and in-person services. While And excellent service know if your business customers then this will hurt approach is actually conversing with customers it is will enable you to do your business. working. important to maintain a level of exactly that 6 respect. ATTRIBUTES / DIMENSIONS OF SERVICE QUALITY Research process intended to measure the gap scores between expected and perceptions of service quality of the customers based on five dimensions. FIVE DIMENSIONS Emphaty Reliability ATTRIBUTES OF Responsiveness SERVICE QUALITY Tangibly Assurance FIVE DIMENSIONS OF SERVICE QUALITY the ability to the physical the willingness perform facilities, to help and service equipment and respond to dependably employees. customer and accurately. need. Tangibles Responsiveness Reliability FIVE DIMENSIONS OF SERVICE QUALITY the ability of the extent to employees to which caring inspire individualized confidence and service is trust. given. Assurance Emphaty  PATTERN OF QUALITY OF HOTEL SERVICES ASSESSMENT Tangibility Responsiveness 1. Excellent hotel companies will have 5. Employees of excellent hotel will tell modern looking equipment. customers exactly when services will be performed 2. The physical facilities at excellent hotel will be visually appealing 6. Employees of excellent hotel will give prompt service to customers. 3. Employees at excellent hotel will be neat in their appearance. 7. Employees of excellent hotel will always be willing to help the customers. 4. Materials associated with the service (pamphlets or statements) will be visually 8. Employees of excellent hotel will never be appealing at an excellent hotel. too busy to responds to customers' requests.  PATTERN OF QUALITY OF HOTEL SERVICES ASSESSMENT Reliability Assurance 9. When excellent hotel promises to do something 14. The behavior of employees in excellent by a certain time, they do. hotel will instill confidence in customers. 10. When a customer has a problem, excellent hotel will show a sincere iterest in solving it. 15. Customers of excellent hotel will feel safe. 11. Excellent hotel will perform the service right the first time. 16. Employees of excellent hotel will be consistently courteous withcustomers. 12. Excellent hotel will provide the service at the time they promise to do so. 17. Employees of excellent hotel will have 13. Excellent hotel will insist on error-free records. the knowledge to answer customer's questions  PATTERN OF QUALITY OF HOTEL SERVICES ASSESSMENT Emphaty 18. Excellent hotel will give customers individual attention 19. Excellent hotel will be opened to customers 24 hours. 30. Excellent hotel will have employees who give customers personal service. 21. Excellent hotel will have their customers' best interest at heart. 22. The employees of excellent hotel will understand the specific needs of their customers. OBJECTIVES IN HOSPITALITY PERFORMANCE The hospitality Industry consists of a range of service providers that includes bars, restaurants and lodging establishments. A wide spectrum exists within these categories. The restaurant category alone runs the gamut from fast food to fine dining, and the lodging category Includes economy motels, casino hotels and resorts. Performance objectives for hospitality providers are interrelated and, to some extent, dependent upon one another.  Costumer service Objectives in Product Volume Hospitality quality Performance Rating Costumer service Product quality Excellent service is one of Customers love good the hospitality industry's service, but the primary objectives. Hotel hospitality industry visitors rely on hospitality must also provide staff for many of their quality products to travel needs. satisfy customers. Volume Rating Another primary Publicly available objective of the ratings can reflect the success of a hospitality hospitality industry is based company in customer volume. meeting its performance objectives. THANK YOU