Unit 5 Customer Service and Service Quality PDF

Significan ce of Quality in Hospitalit y Industry UNIT 5 Chp 13 – pages 427 - 464 PAGE 1  CHAPTER OVERVIEW Review the Hospitality Definition Course Outline Quality Components in a Hospitality Industry Measuring Service Quality /...

Significan ce of Quality in Hospitalit y Industry UNIT 5 Chp 13 – pages 427 - 464 PAGE 1  CHAPTER OVERVIEW Review the Hospitality Definition Course Outline Quality Components in a Hospitality Industry Measuring Service Quality / Continuous Improvement Industry Case Study – journal Article PAGE 2 Hospitality Management Hospitality is an industry that includes restaurants, hotels, casinos, amusement parks, events, cruises, entertainment, and other tourism-related services. As such, this industry isn’t just important to businesses, but also to customers, employees, and economies. Providing customers with an excellent service is the primary goal of hospitality managers as they focus on creating high-standard services and environments for the purpose of making their customers feel welcomed at their establishments. ‘Hospitality Management: The Essentials About Hospitality’ is a comprehensive guide that explains how to kick-start your career in the hospitality sector. PAGE 3 Managing quality is critically important hospitality  The concept of quality is widely discussed in hospitality management.  Quality in the hospitality industry is defined as “the consistent delivery of products and guest services according to expected standards”(Hayes, Ninemeier & Miller, 2011). PAGE 4 Defining guest expectations - Read with pg: 428 - 429  Meet guest expectations Table 1: Quality Components in Hospitality Industry Creating value for the guest will lead to retain the guests successfully, and when we talk about guest retention Managers must know the importance of it in this particular of industry PAGE 5 Defining guest expectations - Read with pg: 432  SIX Components of the guest experience Level of  The physical category effort required  The functional aspect  The technical component Custome r  The operational part experien  The setting - environment Their ce Whether expectatio emotional ns were  The experiential factor response met PAGE 6 Service Quality Read with pg: 439 - 441  Delivering a highly quality service is one of the main challenges that the hotel managers will be fronting in during the coming years, customer satisfaction is considered as the main indicator of the service quality in hospitality industry:  High quality of service has to be guaranteed in order for the business to develop in the lasting side.  The nature of the service industry acts as a challenge that is associated with the delivery of a high quality service in a hotel industry,  The mission of confirming the high quality of services is more difficult for hospitality organizations in a way that the quality is highly subjective to individual sensitivities PAGE 7 Service Quality Read with pg: 439 - 441  Service delivery framework: Employee-to- customer Service Culture engagement Customer Quality of service experience and product feedback PAGE 8 Increase Customer Satisfaction and consequently Higher Customer Retention: Quality service delivery – pg 441 USES: Benefits: Customer service Create positive systems satisfaction Prioritise modern service delivery Positive rand image Use service quality to gain Develop loyal customer competitive advantage network to increase can be used to measure Unique business identity the quality in the hospitality industries PAGE 9 Increase Customer Satisfaction and consequently Higher Customer Retention: Quality service delivery - Guest loyalty and service – can have positive impact on profit margins. Loyalty programmes Criteria for good-quality service – methods to measure quality Improving quality o service – Understand how service works and find service gaps. Use technology, partnership and staff training. PAGE 10  Measuring Quality in Hospitality Industry Criteria for good-service quality – pg 444  People have been arguing that performance is difficult to measure in the service industry. This is due to the fact that people are not aware that service is also a product, the most famous models that measure quality service in the hospitality industry are the following:  Five Gap Model  The SERVQUAL Instrument  Perceived Quality Service Model  The Critical Incident Technique(CRIT)  Other internal/external tools PAGE 11  Five Gap Model  Parasuraman, Zeithaml & Berry’s (1994)  To define the objectives of quality management. Insert Your Picture Here  It is essentially focuses on customer (customer- oriented) and it helps to clarify the co-service process PAGE 12 5 dimensions of service are: The SERVQUAL 1. Reliability: where the quality and level Instrument of service is consistent 2. Assurance: knowledge and courtesy of  According to Postma & Jenkins (1997), staff and their ability to convey trust and the supposed quality has to be confidence measured, both internally and 3. Tangibles: the organization’s physical facilities, equipment, and appearance of externally. staff  Service Quality Model - technique that 4. Empathy: the degree of caring, compares customer perceptions of individualized attention that the quality vs. customer expectations organization’s staff provide to its (Morrison, 2010). customers PAGE 13 Insert Your Picture Here PAGE 14 Perceived Quality Service Model  Gronroos’ (1990)  Perceived Quality Service Model is a supportive tool to understand issues that affect customer perceived quality in a business’s service PAGE 15 The Critical Incident Technique(CRIT)  Attempts to recognize what is happening in the various “moments of truth” and the results are gathered from various samples after deep investigations. It’s helpful in providing useful and accordingly quality improvement Review this article on Analysis of Critical Incidents in a Hotel PAGE 16   Apart from the internal and external measurement there are some other tools to monitor quality of products or services and achieve continuous improvement Other Tools in the tourism industry; for  Mystery guest/Mystery shopper (a technique of covertly visiting companies in Continuou inquiry, to check the quality of services offered), s  market evaluations,  complaints and incidences (oral or written Improvem complaints) ent  Service audit reports,  Satisfaction Surveys (questionnaires),  Benchmarking, and Self-assessments by employees or managers through evaluation the company’s situation in comparison to other competitors. PAGE 17  Determine the guest needs Specific customer needs – pg 447  Different guests have varying needs. All business should understand additional requirements of target market.  Foreign guests  Children  Special-needs guests HOW??? PAGE 18 Role of employees in service delivery – pg 459 - 461  Companies should understand:  It starts with human resources  Ensure that these employees are the best  Make your company employee-friendly  Offer regular raining  Develop both technical and personal skills trust your team  Support your employees  Foster job satisfaction  Personal contact  staff attitudes and behaviour is critical.  Service and Products are inseparable  Telephone service  Professional modern technology & good telephone etiquette. PAGE 19