Hospitality Services

Definition of Service A service is an activity or series of activities of more or less intangible nature that normally, but not necessarily, take place in interactions between the customer and service employees and/or physical resources or goods and/or systems of the service provider, which are provided as solutions to customer problems

Nature of Services Intangibility People as part of the product Demand patterns Perishability Channel of distribution

Hospitality Service Marketing System SERVICE DELIVERY SYSTEM COMMUNICATIONS SYSTEM Marketing Communications Advertising Sales Calls Public Relations Word-of-Mouth Casual Contact Operational Communications Billing and Credit Reservations Other Correspondence and Phone Contact Directed at Customer Visible to Customer HOSPITALITY OPERATING SYSTEM Back of the HouseFront of the House FacilitiesFacilities Service StaffGuest Contact Personnel Not Generally Visible to Customer

Service Quality Dimension Technical Interpersonal

Service Quality Assessment Criteria Tangibles The appearance of physical facilities, equipment, personnel, and communication materials Reliability The ability to perform the promised service dependably and accurately Responsiveness The willingness to help customers and to provide prompt service

Service Quality Assessment Criteria Tangibles Reliability Responsiveness Assurance The knowledge and courtesy of employees and their ability to convey trust and confidence Empathy The provision of caring, individualized attention to customers

Service Quality Gaps Word of Mouth Communications Personal NeedsPast Experience Expected Service Perceived Service Service Delivery Service Quality Specs Mgmt. Perceptions of Consumer Expectations External Communications to Consumers Misunderstanding Communication Performance Overpromising Expectations Marketer Consumer

The Cost of Quality Good cost: prevention Bad cost: inspection and correction Ugly cost: defects and unsatisfied guests rule

Guarantee Programs Unconditional Easy to understand Meaningful Easy to invoke Easy to collect

Principles of Waiting Unoccupied waits seems longer than occupied waits Anxiety makes the wait seem longer Waits of uncertain duration seem longer than those of known length Unexplained waits seem longer than explained waits Unfair waits seem longer than equitable waits A solo wait seems longest of all

Hospitality Marketing Cycle Promotional Activities Consumption of Service, Interaction with Service Employees Buyer-Seller Interaction During Purchase Interest in Company, Inquiries Lost Customers

Internal Marketing Service culture Corporate culture

Service Quality Orientation of Management Employee Satisfaction Employee Retention Customer Satisfaction Delivery of Service Quality Customer Retention Profit The Service Profit Chain