UNIT II. DESIGN A SERVICE
QUALITY SYSTEM
Q U A L I T Y S E R V I C E M A N A G E M E N T I N
T O U R I S M A N D H O S P I T A L I T Y

TYPOLOGY OF SERVICE
GOODS SERVICE CONTINUUM
TO DISTINGUISH SERVICES, VOSS ET AL. (1985) USED THE
CONCEPT OF A MANUFACTURING-TO-SERVICE CONTINUUM
FROM PURE MANUFACTURING TO PURE SERVICE.
LESSON 1. SERVICE

LOVELOCK (1992C) CONSIDERED THAT THE
DIFFERENT TYPES OF SERVICE CAN BE
CLASSIFIED BY THE AMOUNTS (WITHIN THE
PROCESS OF SERVICE) OF THREE INPUTS –
THE CUSTOMERS, MATERIALS (QUASI-
MANUFACTURING) AND INFORMATION –
AND THAT ALL OR ONE CAN BE INVOLVED AT
ANY ONE TIME.
LOVELOCK’S SERVICE CLASSIFICATION

Normann (2000) divided a service into two distinct components:
core and peripheral or secondary services. In a leisure centre, the
core service could be the swimming pool; the peripheral could be
the availability of a café or the ease of car parking.
CORE AND PERIPHERAL SERVICES

SERVICE
SERVICE IS DEFINED AS HANDLING
TASKS FOR SOMEONE ELSE FROM
PHYSICAL LABOR TO PROVIDING
INFORMATION.

TANGIBLES
INTANGIBLES
INSEPARABILITY
PURE SERVICE
SERVICE CHARACTERISTIC:

Ribble’s second type of process is the result of part of the
experience being produced in isolation, without the
customer present (e.g. a cinema film). This is classified as
quasi-manufacturing and is undertaken to improve
efficiency and eliminate variation.
QUASI-MANUFACTURING

SELF SERVICE
HETEROGENEITY
PERISHABILITY
QUASI-MANUFACTURING:

Customer service is the provision of service to customers
before, during and after a purchase. The perception of
success of such interactions is dependent on employees
"who can adjust themselves to the personality of the guest".
COSTUMER SERVICE

HOW TO ENSURE EXCELLENT
CUSTOMER SERVICE IN THE
HOSPITALITY INDUSTRY?

Excellent customer service means that your customers'
needs are taken care of promptly and enthusiastically.

Designing a Customer-Friendly Experience
Training your Customer Service Team
TWO KEYS TO RUNNING A
SUCCESSFUL BUSINESS:

1. Please your customer the first time around.
2. Exceed customer expectations.
3. Design your business space with your customer in mind.
DESIGNING A CUSTOMER-
FRIENDLY EXPERIENCE

4. Give individual attention to customers to make them feel
special.
5. Double-check customer service in your office.
6. Provide your customers with self-service options.
7. Know when your busy times are.
8. Ensure your prices are competitive and consistent with your
targeted customers' expectations.

Develop performance metrics to measure customer
service.
Institute policies that make it easy to treat customers
well.
1.
2.
TRAINING YOUR CUSTOMER
SERVICE TEAM

3. Be conscious of cultural differences.
4. Keep your promises.
5. Give your customer service representative’s leeway in
dealing with problems.

6. Reward employees who go above and beyond in their
customer service.
7. Train staff to communicate effectively.

THANK
YOU!