Managing Hospitality Service Experiences.

1. 3231THS
MANAGING
HOSPITALITY SERVICE
EXPERIENCES
Workshop 11

2. Follow the ‘DICE’ format:
Definition of the concept
Importance of the concept
Challenges presented by the concept
Example from hospitality/tourism practice

3. Adequate Desired
Zone of
tolerance
Low High
Service Failure Customer Delight
The Zone of Tolerance model (Parasuraman, Berry, Zeithaml, 1988)
Also see the ZOTs for outcome vs process model.

4. (Cronin & Taylor, 1992)
Service Quality
Physical
Environment
Interaction Outcomes
Primary
dimensions
Sub-
dimensions
People Servicescape Reliability

5. Four key strategic roles of servicescape (Zeithaml, Bitner, Gremler, Mahaffey, and Hiltz, 2007)
Packaging Facilitator
Socialiser Differentiator
Strategic Roles
the

6. Service Quality
Process quality
(judged during the
service)
Output Quality
(judged after the
service
Service quality – process and output quality (Lehtinen, 1983)

7. Firm
Marketing
HRM
Interactive Marketing
Employees Customers
Delivering the promise – ‘moments of truth’
External, internal and interactive marketing
Adapted and modified from Grönroos, (2000)

9. • ability for employees to read situations and act as necessary in order to meet or
exceed customer expectations
• to address service failures on the spot so that an appropriate service recovery can
commence when needed.
• Empowerment fosters an environment of commitment and ownership.
• An environment in which employees utilise information that they glean from their
daily interactions with customers to improve service and contribute positively to the
organisation and to the customer’s level of satisfaction.
• Employees should consistently be treated as equals, and should receive the same
sort of respect as they are expected to offer to their customers.
• Superior service does not result from employees undertaking systemised tasks
according to set procedures with management adopting a training role. Rather,
excellence in service comes from the employees showing initiative in a trusting work
environment in which management assumes a supporting role.
Why is employee empowerment an important concept for service
businesses? How can a service-oriented business empower its
employees?
Kandampully & Solnet (2015).

10. • Management must therefore ensure that it establishes appropriate strategies and
systems whereby employees will be able to exercise trust.
How can a business empower its employees?
a) foster an environment of commitment and ownership.
b) treat employees as equals, with the same sort of respect that they are expected to
offer to their customers.
c) delegate the initiative to employees, while management performs a more
supporting role.
d) exceed customers' expectations and fix mistakes more quickly.
Why is employee empowerment an important concept for service
businesses? How can a service-oriented business empower its
employees?
Kandampully & Solnet (2015).

11. • In the short answer questions… If you CUT
& PASTE answers from lecture or workshop
notes, you will get 1 mark ONLY for the
ability to find information…
• You need to PARAPHRASE and use your
own words to explain/discuss/show
understanding in your answers for the
possibility of gaining full marks.

12. • There are no structured workshops in Week 12
• Consultation in Week 12 will be DURING
normal workshop times, you must use your
microphone and camera if conducting
consultations online.
• Please bring in any questions you have on
topics we have covered so far for discussions.

13. • Remember the final exam is to test your
content knowledge about services
management theories and concepts...
• Please ensure you review all mini-lectures,
recommended readings and workshops
(particularly weeks 10 & 11).
• All the best in your exam, and for all your
courses 

14. www.griffith.edu.au/experience