1. The Role of Service in the Hospitality Industry
Chapter Fifteen

2. Characteristics of Service
Involves the guest’s experience and the staff’s performance
Guest and server are both part of transaction
Quality control is difficult
Standard must be zero defects
Production and consumption are simultaneous (There is no inventory)

3. Three Types of Service Transactions
Electronic-mechanical
Indirect personal
Face-to-face

4. Product View of Service
Focuses on the tasks that make up service
Emphasizes controlling employee behavior
Controls cost of transaction/process objective, measurable standards
Concentrates on what we do

5. Process View of Service
Emphasizes interaction between the service organization and the guest
Empowers employees to satisfy guests’ needs and desires
Empowers employees to solve guests’ problems
Concentrates on what the guest wants

6. Setting a Service Strategy
Choose market segment or segments
Determine appropriate service level and standards
Do not over promise
Fulfill expectations

7. Management’s Responsibilities in Establishing and Maintaining a Service Culture
Keep stated service policies and actual practice the same
Communicate management position to employees
Treat employees as internal customers
Remove obstacles that keep people from doing their jobs
Restrain bureaucracy

8. Making the Employee the Product
Hire people who fit with the company and the service team
Emphasize cross-training
Provide core training
Motivate through feedback and rewards
Establish award programs that recognize excellence
Involve employees in setting service standards and developing procedures