The document provides an overview of quality service management in tourism and hospitality, outlining key definitions, dimensions, and notable figures in the field. It emphasizes the importance of customer-centric quality measurements and introduces models such as SERVQUAL for assessing service quality. Additionally, it discusses the distinctions between goods and services as well as the contributions of leading figures to quality management practices.

1. INTRODUCTION TO
QUALITY SERVICE
MANAGEMENT IN
TOURISM AND
HOSPITALITY
BY: ELICAR C. ASUNCION, MSHRM,LPT

2. LEARNING OBJECTIVES
At the end of this chapter, the students would be able to:
• Define what is quality.
• Determine the different dimensions of quality.
• Identify the distinction between goods and services, service and
product.
• Gain insights on the contributions made by the pioneer of total
quality management and service management.

3. DEFINITION OF QUALITY
The concept of quality accommodates a range of
perspectives. Over the years, various conceptual definitions of
quality have reflected the evolution and trends marking the history
and development of quality management. The current and widely
accepted understanding of the concept of quality focuses on
customer-centric notions, where meeting or preferably exceeding
customer needs and expectations defines quality.

4. Knutson (1990) reflected in his research that the intense
competition in the hospitality industry has led many businesses to
look for ways on how they can profitably differentiate themselves
from their competition and capture the highest quality.
Weiermair (2000) noted that in the tourism sector, even though
the production and distribution of services involve different
experiences on both parts of the tourists and the suppliers, the
ultimate goal is to still achieve the highest quality possible.
DEFINITION OF QUALITY

5. Joseph Juran, one of the pioneers in quality research, define
quality as fitness for use. This means that the concept of quality is
variable to the one defining it. Quality can be defined as “fitness
for use,” “customer satisfaction,” “doing things right the first time,”
or “zero defects”..
The International Organization for Standardization (ISO), the
world body for standard formulation, also define quality as the
totality of features and characteristics of a product or service that
bear on its ability to satisfy stated or implied needs.

6. DIMENSIONS OF QUALITY FOR SERVICES
PRODUCTS
Garvin (1987) mentioned in an article that because of the competition for the
quality goods and services and with the internalization of said concepts, the
following dimensions for quality should be observed and considered:
1. Performance – refers to a service products' primary operating
characteristics.
2. Features – dimensions of quality, which are usually stated as a secondary
aspect of performance.
3. Reliability – refers to the ability to perform the promised service product
dependably and accurately.
4. Conformance – this quality dimensions means that a service products'
design and characteristics should meet the standard set.

7. 5. Durability – this dimension is more detectable in goods rather than
in services and it has both technical and economic dimensions.
6. Serviceability – this dimension is more inclined toward goods rather
than services, is serviceability or speed, courtesy, competence, and
ease of repair.
7. Aesthetics – this is how a service product is perceived, clearly a
matter of personal judgement.
8. Perceived Quality – guests usually do not have a complete guide on a
service product's dimension; unknowingly, they are indirectly
measuring and this measure is the only basis for them to compare
brands.
DIMENSIONS OF QUALITY FOR SERVICES
PRODUCTS

8. DIMENSIONS OF TOTAL QUALITY SERVICE
MANAGEMENT
Parasuraman, Zeithaml, Berry (1998) – instrumented a model called
SERVQUAL in measuring service quality.
• Tangible
• Reliability
• Assurance
• Responsiveness
• Empathy

9. IMPORTANCE OF TOTAL SERVICE QUALITY
• It boost sales
• It saves marketing money
• It can attract quality employees
• It can lead to repeat business
• It strengthens the company’s brand

10. SERVICE PRODUCT: GOODS AND SERVICES
• Product – anything that we can offer to a market for attention, acquisition,
use or consumption that could satisfy a need or want.
• Goods – Hill(1999) refers to the physical objects for which a demand exist,
their physical attributes are preserved over time, and their ownership can
be established, can exist independently of the owner and can be traded on
markets.
• Services – meanwhile have four features. Lovelock (1983) connotes this as
the IHIP characteristics:
Intangible
Heterogenous
Inseparable
Perishable

11. NOTABLE PEOPLE IN SERVICE QUALITY
Walter A. Shewhart was an American physicist, engineer, and
statistician. He is also known as the father of Statistical Quality Control
and also related to the Shewhart Cycle.
William Edward Deming was an American engineer, statistician,
professor, author, lecturer, and management consultant. He
championed the work of Walter Shewhart, including statistical process
control, operational definitions. (Plan Do Study Act (PDSA)
‐ ‐ ‐

12. Joseph M. Juran made many contributions to the field pf quality
management in his more than 70 active working years. His book,
Quality Control Handbook, is a classic reference for quality
engineers. He revolutionized the Japanese philosophy on quality
management and in no small way worked to help shape Japan's
economy into the industrial leader of today. Dr. Juran was the first
to incorporate the human aspect of quality management which is
referred to as Total Quality Management (TQM)
NOTABLE PEOPLE IN SERVICE QUALITY

13. Philip B. Crosby was a businessman and author who contributed
to management theory and quality management practices. He
initiated the Zero Defects program at the Martin Company. As the
Quality Control manager of the Pershing missile program, Crosby
was credited with a twenty-five percent reduction in the overall
rejection rate and a thirty percent reduction in scrap costs.
Armand V. Feigenbaum was an American quality control expert
and businessman. He devised the concept of Total Quality Control
(TQC) which inspired Total Quality Management (TQM).
NOTABLE PEOPLE IN SERVICE QUALITY

14. Kaoru Ishikawa is notable for rejuvinating the norm in the
workplace. He always believed that quality should not stop in
reinventing a product alone. He was one of the few people who
believed that delivering the quality does not stop in purchasing the
product; it goes beyond the transaction itself. Thus, he highlighted
and reinvented the concept of customer service, giving us the
concept of after-sale service and warranty. He was also the one
who coined the "Ishikawa" or "Fishbone" diagram that highlights
the cause and effect of the activities and processes while in
constant search of quality in operations.
NOTABLE PEOPLE IN SERVICE QUALITY

15. Genichi Taguchi was an engineer and statistician. From the 1950's
onward, he developed a methodology for applying statistics to
improve the quality of manufactured goods. Taguchi methods have
been controversial among some conventional Western
statisticians, but others have accepted many of the concepts
introduces by him as valid extension to the body of knowledge.
NOTABLE PEOPLE IN SERVICE QUALITY

16. In services marketing and management, the following have
made significant contributions noteworthy to be
recognized:
1. James H. Donnelly. The difference between marketing "channels" used
for services and these used for physical goods and implications for
marketing strategy.
2. A. Parasuraman, Valerie A. Zeithaml, and Leonard L Berry. Developed
their pioneering "gaps model" of service quality which highlighted the
importance of efforts made to assess quality in service.
3. Mary Jo Bitner, and Bernard H. Booms. Developed their expanded
"marketing mix" for services which took into account the distinctive
characteristics of service identified in the "crawling out stage" intangibility,
inseparability, heterogeneity, and perishability. They added three more Ps
to this original marketing mix to make it more appropriate to services,
people, process and physical evidence.

17. 4. Christopher Lovelock was the best known as a pioneer in the filed of
Services Marketing among other titles, such as author, professor, and
consultant. He was also known for his excellent case studies.
5. Theodore Levitt was an economist and professor at Harvard
Business School . He was also an editor of the Harvard Business Review
who was especially noted for increasing the Review's circulation and for
popularizing the term globalization. In 1983, he proposed a definition
for corporate purpose: Rather than merely making money, it is to create
and keep a customer.
In services marketing and management, the following have
made significant contributions noteworthy to be
recognized:

18. 6. Walt Disney and the Disney Company while crafting their concept
form theme parks also pioneers the thought of the service providers
not only as team players but also as "cast members" just like in a movie
or theater.
7. Bruce Laval, an industrial engineer of the Disney Company who
conceptualized the terms "guestology" and the guest point of view
(GPOV) when viewing service quality in the tourism and hospitality
industry.
In services marketing and management, the following
have made significant contributions noteworthy to be
recognized: