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Chapter 2

This document discusses the concepts of guestology and different types of customers in the tourism and hospitality industry. Guestology is defined as the scientific study of customer behaviors, needs, and expectations in a service environment, and how to use that knowledge to optimize management. A guestologist seeks to understand customer expectations before they visit to ensure a successful experience. There are different types of customers - loyal customers who drive most sales, impulse customers best for suggestive selling, discount customers who buy on sale, need-based customers driven by specific needs, and wandering customers with no specific needs. The document also discusses that customers define value, not the service provider.

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Rheanna Nogales
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178 views

Chapter 2

This document discusses the concepts of guestology and different types of customers in the tourism and hospitality industry. Guestology is defined as the scientific study of customer behaviors, needs, and expectations in a service environment, and how to use that knowledge to optimize management. A guestologist seeks to understand customer expectations before they visit to ensure a successful experience. There are different types of customers - loyal customers who drive most sales, impulse customers best for suggestive selling, discount customers who buy on sale, need-based customers driven by specific needs, and wandering customers with no specific needs. The document also discusses that customers define value, not the service provider.

Uploaded by

Rheanna Nogales
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Tourism and

Hospitality
Service
Quality
Management
Johnny Rick S. Apellanes
Faculty-in-charge
Instructor I
Department of Management
GUESTOLOGY

CHAPTER II
1. define what is guestology is and what
guestologist is;

OBJECTIVES
2. determine the predictors of customer
expectation;
3. identify the different types of customers;
4. determine who defines value and quality
SERVICE VS. HOSPITALITY
WHY “GUEST”?

… because we are honored


that they come to us, they
come with us.
WALT DISNEY – THE FATHER OF GUESTOLOGY
✔ scientific study of the behaviors, needs and
expectations of people in a service environment,
“Guestology” and how to use that knowledge to optimally
manage a service organization
✔ entails studying the totality of the guest
“Guestology” experience, from their expectations down
to the results and feedback.
THE
GUESTOLOGY
CONCEPT
Customer
Expectations

✔different expectations
would determine what kind
of planning and design you
would want to have for your
guests.
guestologist
• seeks to understand and plan for the expectations of an
organization’s targeted customers before they ever enter the service
setting, so that everything is ready for each guest to have a
successful and enjoyable experience.
guestologist
Knowing and understanding guests:
✔Who they are
✔What they want
✔What they are saying about us
CUSTOMERS
- is an individual or company
that purchases goods or
services.

✔known as guests and clients,


in the hospitality and tourism
business
✔play a significant role in the
operations.
5 basic types of customers
in TH industry

✔ loyal customers
✔ impulse customers
✔ discount customer
✔ need-based customers
✔ wandering customers
loyal customers

✔the most important segment


to please and should be one
of the priorities in mind
✔customers represents no
more than twenty percent
(20%) of the customer base
but actually drives majority of
the sales revenues.
✔more likely to be the bearers
of positive word of mouth
(WOM)
impulse customers

✔best type to do suggestive


selling
✔second to loyal customers
when it comes to
attractiveness in the market.
✔do shopping instinctively
discount
customer
✔contributory to a company's
cash flow because the
products which are seldom
purchased at full price are
actually availed by these
customers as best
markdowns
need-based
customers
✔driven by a specific need
✔buy for a specific reason and
occasion, and because of this, it may
be difficult to convince them to upsell
✔easily drawn to other businesses,
much more of the price cheaper and
the alternative product can also serve
its purpose
✔possibility to convert this segment to
loyal customers
wandering
customers
✔generate the largest amount of
traffic as they have no specific
need or desire in mind but yield
the smallest percentage in sales
revenue.
✔enjoys social interaction while
shopping
✔still provides insightful
information about the products
and can therefore contribute to
the feedback mechanism of the
company.
internal customers
- people which depend and "serve“
each other
Quality
and Value
VALUE
✔in relation to quality, would entail
the study of costs
❖ To measure the value derived
from a guest experience, we need
to match if the costs incurred total
or equal to the quality of the
experience.
❖ The time, effort, and money should
be studied very closely by the
planners of the service experience
so as to have a meaningful guest
experience.
The
Customer and
the Definition of
Value
✔it is the customer who defines
value
QUESTIONS, SUGGESTIONS
AND CLARIFICATIONS?
THANK YOU.

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