Quality service
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    Quality service Quality service Presentation Transcript

    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Delivering Quality Tourism Services DESINGED BY ,MR.P.SURESH
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Learning Objectives Use the Service Encounter Diagram to explain the different factors that affect a guest’s service experience Explain how a person develops expectations of a service and how tourism can meet or exceed these expectations Name and describe the five service-quality dimensions Explain how a comparison of service expectations with the actual service encounter can give rise to three possible satisfaction levels Explain what tourism managers can do to ensure high-quality service Explain how negative “breaks from the script” should be handled in order to “turn a frown upside down” and create guest loyalty List the important aspects of a service guarantee
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Introduction Quality and hospitality are inseparable in the case of tourism Quality is more important as the industry becomes more competitive
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Quality Definitions of quality Synonymous with excellence A form of measurement, an amount of quality “Eye of the Beholder” Value-Based definition: Trade-off between quality and price
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Quality, continued Higher quality has been found to yield three benefits Commands higher prices Increases market share Yields truly brand-loyal customers Quality Differences Service quality more difficult to define than quality of goods Consumer’s skill, decisions and companions can affect service quality
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Service Encounters Every interaction between a service employee and customer is a service encounter Service Scripts: encounters follow similar steps “Moments of Truth” during which quality is judged Service encounter diagram Quality assurance in tourism services is a management challenge
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Service Quality Model Customer has certain expectations regarding service’s quality Word-of-mouth from friends Personal needs Past experiences Marketing communications Five quality dimensions Tangibles Reliability Responsiveness Assurance Empathy
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Quality and Customer Satisfaction Customer compares expectations to service received and determines satisfaction level If perceived “actual” quality is better than expected: Highly satisfied If perceived “actual” quality is less than what expected: Dissatisfied If perceived “actual” quality is about what was expected: “Just” satisfied
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Quality and Customer Satisfaction, continued Value of highly satisfied customers (HSC) HSC pass more word of mouth than “just satisfied” customers tend to HSC are more likely to purchase again and spend more in the future HSC are less likely to respond to competitors’ promotions than “just satisfied”
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved We Experience What we Believe we Will Experience Expectations may be more important than reality Sequencing effects Duration effects Rationalization Last impression not the first impressions endures in consumers’ memories Quality and Customer Satisfaction, continued
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Human Resources: The Key to High Quality of Service Service organizations depend on everyone at all levels to deliver customer satisfaction Need to develop learning organization, dedicated to continuous improvement Utilize industry best practices Understanding and meeting guest needs Learn and understand customer needs and expectations Employee selection Employee training Building service teams
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Service Mistakes Can have a break from the customer’s service script Mistakes happen Most customers give the provider a chance to make things right Satisfied guests represent potential future income flows - dissatisfied guests represent opportunities lost Be a Can-Do Problem Solver Making things right involves a few simple actions
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Service Guarantees Difficult to replace or repair a tourism service Guest often must complain face-to-face to provider Good idea to provide variety of problem solutions to ensure that guest is happy
    • Cook: Tourism: The Business of Travel, 3rd edition (c) 2006 Pearson Education, Upper Saddle River, NJ, 07458. All Rights Reserved Service Guarantees, continued Offer guarantee that has five features Unconditional with regard to elements under the service provider’s control Easy to understand and communicate Should be meaningful Easy to collect Appropriate restitution/compensation for customer’s trouble