This document discusses key concepts relating to quality service in the hospitality industry. It begins by outlining the objectives of understanding differences between products and services, the importance of meeting guest expectations, defining service quality and value, and listing components of the guest experience. It then provides examples of defining quality, value, and costs. It also discusses the nature of services, dimensions of service quality like reliability and responsiveness, and components of the guest experience like the service product, setting, and delivery system. The document aims to explain fundamental hospitality concepts.

1. Aireen Ybañez - Clores
June 10, 2013
Concept and Development
of Hospitality Quality
Service
Ch 1 Quality Services for Hospitality

2. 22
Objectives:
At the end of the class, students will:
 Understand important differences between products and service;
 Learn the importance of meeting the hospitality guest's expectations and
serving guests;
 define service quality and service value in the hospitality field;
 And lists components of the guest experience.
 Lastly, define service quality and service value and its importance in the
hospitality field

3. 33
Nearby is the front desk and guests are being checked in, and from his
vantage point the Manager can hear what is being said.
The front desk clerk is confirming the arrangements of the booking with the
guest and the following discussion occurs:
"Sir, you will be charging your accommodation to the company and paying
your other expenses."
"No, all expenses will be paid by the company."
"I am sorry sir, but according to this we have only authorized charge of the
accommodation."
"Last time I stayed here I had the same problem and last week I personally
rang to sort this out. All expenses are to be charged."
Visualize the lobby of a hotel that is renowned for its quality
service. The General Manager is discretely observing the
activity in the foyer.

4. The clerk goes to get authorization on the account and the now disgruntled guest turns
to his companion and says in exasperation:
". . . you see it's exactly as I said it would happen. I stay here every month and yet
every time I have this same problem."
The General Manager considers the exchange with concern. That guest had not
received the quality service the hotel was aiming to provide and if the guest continually
had this experience it would simply be a matter of time before he decided to try one of
the competitors. Not only could that one guest's custom be lost, but he could be the
manager of a company who frequently stay at the hotel and hold functions there.
The difficulty for the Hotel Manager is to determine how to react to this situation. Is it a
problem that only this particular guest faces or is it a common problem experienced by
many? Whose fault is it that the problem arises initially? What is the appropriate action
to be taken?

5. Concept and Developing Quality Service in
Hospitality
What is hospitality
The outer primary interacting element is that of
the social relationship fostered by
warm, friendly, welcoming, courteous, open, gen
erous behavior of the host creating the
hospitable, social, environment.

6. How do you define Service?Product?
Service can be defined as “any primary or complementary activity
that does not directly produce a physical product – that is, the non-
goods part of the transaction between buyer (customer) and seller
(provider).”
In this context, a physical product is simply the medium used to
facilitate the other services and a service rather than product
orientation becomes the focus.

7. Concept and Developing Quality Service in
Hospitality
• This promote positive feeling of security &
comfort, created by physical
structure, design, décor and location of the
facility. The provision of accommodation e.g.
facility to sleep, relax, together with supply
of food & beverage service and
entertainment

8. The Key Elements of Hospitality
There are two key Elements in
Hospitality.
Guest.
Product and service.

9. The Key Elements of Hospitality
The First key Element- Guest
The hospitality to be delivered to guest under service
provider. These stresses the central role of the guest in
Hospitality operation and without guest hospitality can not be
delivered.

10. The Key Elements of Hospitality
The Second Key Element- Product & Service
Hospitality consist of complex blend of both product-
food, drink, entertainment & accommodation-and- Service
along with the atmosphere that surround them.

11. 1111
Question:
 How do you define guest?
 What do guest expects
from the hotel service
staff?
 Why do we need to serve
them?
 How can I meet guest
expectations?

12. GUEST?
CUSTOMER?

13. 13
Guestology: What is it?
It is a term originated by Bruce Laval of the Walt Disney
Company.
It means in essence treat customers like guests and manage the organization
from the guests point of view. Their demographic characteristics and their
wants, needs and expectations regarding the hospitality guests experience are
determined. In addition, their actual behavior within the hospitality
organizations are carefully observed.
The organization's strategy, staff and systems are aligned to meet or exceed
the customer’s expectations regarding the aspects of the guests experience:
service product, service setting or environment & service delivery.
It forces organization to look systematically at the guest experience from the
customer’s or guests' point of view.

14. SERVICE PERSON:
Job requires them to provide service
for the guests since they interact
directly with guests.
Have to be well-trained and well-
skilled for them to provide the guests
excellent service.
Responsible to ensure that each
moment of truth has been prepared
for – as well as humanly possible to
yield a satisfying, even
outstanding, outcome for the guest.

15. SERVICE PERSON:
SERVICE ENCOUNTER
• Refers to moment of
truth, is a point in
“service delivery where
customer interact with
service employees” or
self-service equipment
and the outcome may
affect perceptions of
service quality
Fig. 1 Cascade in service encounter in a hotel visit

16. SERVICE ENCOUNTER: TYPES
Remote encounters
Phone encounters
Face to face encounters

17. Product? Service
What is the difference?

18. How does service differ from
manufacturing?
From a manufacturing standpoint money is the most important
capital, a means of expansion and growth.
From a service standpoint, people are the most important capital. They
represent not only a company’s major investment, but also its chief
asset. People are the biggest competitive edge that a service company
has.

19. GOODS AND PRODUCTION – CENTERED
SERVICE OPERATIONS
CUSTOMER – CENTERED SERVICE
OPERATIONS
Customer involved in very few production
Production and delivery processes are
separate
Production is independent of consumption
Product design is centered on the customer,
and process design is centered on the
employee
Production results show less variability
More amenable to standards, measurements,
inspection, and control
Employee-customer relationships are
generally not complex
Technically more complex
Technical skills dominate operations
Training is heavily physical
Most producers do not deal directly with the
customer
Economies of scale are generally readily
attainable
Customer involved in many production
Production and deliver processes overlap to
varying degrees and might even be identical
Production is frequently simultaneous with
consumption
Both product design and process design are
centered on the customer
Production results show more variability
Less amenable to standards, measurements,
inspection and control
Employee-customer relationship are generally
very complex
Technically less complex
Interpersonal skills dominate operation
Training is heavily psychological
Most producers deal directly with customer
Economies of scale are less readily attainable.
The difference of production-
centered service operation and
customer-centered service operation:

20. The Hospitality Operation
Customer
research
The service
concept
Business
Goals
Service
specificatio
n –the
Promise
Service
Planning
Procedures
ResourcesTraining &
Support
Service
Delivery
Service
performance
assessment
Corrective
Action
Continual
Improvement

21. 21
MEETING CUSTOMER
EXPECTATIONS
 Giving people a little
more than they expect
 The secret is to just
exceed what your
customer expects.

22. 22
The Guest Experience:
 Guest experience is the
sum total of the experience
that the guest has with the
service provider on a given
set of occasions.
 Service delivery system
consists of an inanimate
technology part (including
organization and information
systems and techniques) and
the people part – most
importantly, the front-line
server who
delivers, presents or
produces the service to the
guest.

23. Components of the Guest Experience:
 The service product
 sometimes called the service package or
service/product mix, is why the
customer, client, or guest comes to the
organization in the first place. The basic
products can be tangible, like hotel room, or
relatively intangible, like a rock concert.
 The service setting
 is which the experience takes place that
describe the physical aspects of the setting
that contribute to the guests' over-all physical
feeling of experience.
 The service delivery system
 including human components and the
physical product process plus organizational
and information systems and techniques that
help deliver the service to the customer.

24. Nature of Services:
 Services are partly or wholly intangible.
 Impossible to asses the products' quality or value accurately or objectively, to
inventory or to repair.
 Services are consumed at the moment or during the period of
production or delivery.
 Even the guest purchase a new cellphone, a so veiner item, or a new personal
computer, or the full stomach, or even if the luncheon was prepared an hour
before the customer ate it, the service as a whole and from the customer’s
perspective was consumed as delivered.
 Services usually require interaction between the service provider
and the customer, client or guest.
 Refers to face to face interaction with guest and the service provider.
These interactions can be over the telephone, or by e-mail, or fax.

25. QUALITY, VALUE AND COST:
DEFINED
 Quality is a state in which
value entitlement is realized
for the customer and
provider in every aspect of
the business relationship.
 Business quality is highest
when the costs are at the
absolute lowest for both the
producer & consumer and is
most readily attained when
the entirety of the
organization’s human
resource is engaged.

26. QUALITY, VALUE AND COST:
DEFINED
Value of the guest is
equal to the quality of
the experience by the
cost of all kinds of
guest by obtaiing the
experience.

27. QUALITY, VALUE AND COST:
DEFINED
 Cost to guest or so-called
opportunity cost.
 When service providers
neglect customers
concerns, they will be tempted
to make their exit. The cost of
losing the customer are as
follows:
 Lose of current dollars that the business
relationship created.
 Lose of jobs that our client or clients
provide.
 Loss of reputation. Word travels fast in our
information-based society.
 Lost of future business.

28. MEM 650 Quality Control
TQM’s Customer Approach
“the customer defines quality.”
“the customer is always right.”
“the customer always comes first.”
“the customer is king.”
“quality begins and ends with the customer”

29. Broad Dimensions of Service Quality
 Reliability – perform promised service dependably
and accurately
 Responsiveness - willingness/readiness to provide
prompt service
 Competence - possess knowledge and skill to perform
the service
 Access - approachability and ease of contact of
service personnel
 Courtesy - politeness, consideration, and friendliness
of service personnel cont…

30. Broad Dimensions of Service Quality – cont.
 Communication - keeping customers informed;
listening to customers
 Credibility - trustworthy, believable, honest
 Security - freedom from danger, risk, or doubt
 Understanding/knowing customer - knowing
customer’s needs
 Tangibles - physical evidence of service
 Parasuraman, A. Zeithaml, V., and Berry, L. (1985).

31. The most important dimensions:
service quality
 Time
 Timeliness
 Completeness
 Consistency
 Accessibility
 Accuracy
 responsiveness

32. Chapter Exercise
Case Exercise 1:
Eastern States Air
Environment
 Case # 2
Reservation Nightmare
Case # 3 A tale of two
restaurants