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Introduction .. "The Decline of Service and The Devaluation of Product in The Hospitality Industry Who's in Charge and Who Will Lead The Way?"

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52 views

Introduction .. "The Decline of Service and The Devaluation of Product in The Hospitality Industry Who's in Charge and Who Will Lead The Way?"

Uploaded by

anjulikasingh1
Copyright
© Attribution Non-Commercial (BY-NC)
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Download as PPT, PDF, TXT or read online on Scribd
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Introduction

.. Ch!pter "" # $!n!ging %ospit!lity

&'he (ecline o) Service !nd the (ev!lu!tion o) *roduct in the %ospit!lity Industry+ Who,s in Ch!rge !nd Who Will -e!d the W!y./

http://www.hotel-online.com/News/PR2006_1st/Jan06_ServiceDeclin

Copyright 2007 by John Wiley & Sons, Inc. All rights reserved

Ch!pter "" # $!n!ging %ospit!lity


Chapter oc!s "oints A. I#portance o$ hospitality to the hotel g!est and the hotel entreprene!r %. &anaging the delivery o$ hospitality C. 'otal (!ality #anage#ent )'*&+ applications ,. ,eveloping a service #anage#ent progra#

Copyright 2007 by John Wiley & Sons, Inc. All right

'he Cost o) *oor %ospit!lity


Service merica! "# l"recht an$ %em&e'. (6) o* +nhapp# c+stomers are never hear$ *rom. ,or ever# complaint receive$- the avera.e compan# in *act has 26 c+stomers with pro"lems- 6 o* which are serio+s pro"lems. /omplainers are more li&el# than non-complainers to $o "+siness a.ain with the compan# that +pset them- even i* the pro"lem isn0t satis*actoril# resolve$. 1he avera.e c+stomer who has ha$ a pro"lem with an or.ani2ation reco+nts the inci$ent to more than 20 people. /+stomers who have complaine$ to an or.ani2ation an$ ha$ their complaints satis*actoril# resolve$ tell an avera.e *ive people a"o+t the treatment the# receive$.

Copyright 2007 by John Wiley & Sons, Inc. All right

$!n!ge0ent1s 2ole
. 3on. ran.e commitment- not a 4+ic&-*i5 6. 7ana.ement0s *inancial commitment to the s+ccess o* the pro.ram. 1. motivational pro.rams vs. mone# a. p. 810 - Review 7ar& 9e#mann0s insi.hts on the importance o* satis*ie$ wor&ers in $eliverin. c+stomer satis*action.

Copyright 2007 by John Wiley & Sons, Inc. All right

'he Service Str!tegy St!te0ent


Service strate.# statement as *ormal reco.nition "# mana.ement that the hotel will strive to $eliver the pro$+cts an$ services $esire$ "# the .+est in a pro*essional manner. . :$enti*ication o* .+est nee$s "ase$ +pon the c+stomer0s view point an$ st+$ent0s e5perience 1. ;+ic& an$ e**icient $eliver# o* pro$+cts an$ services 2. voi$ lon. lines

8. :n*ormation on hotel an$ imme$iate vicinit#

Copyright 2007 by John Wiley & Sons, Inc. All right

Service Str!tegy St!te0ent cont1d


-. "rod!ct per$or#ance .. Sec!rity in the hotel

/. Albrecht and 0e#1e2s identi$ication o$ g!est needs a. Care and concern $ro# service providers b. Spontaneity 3 people are a!thori4ed to thin1 c. "roble# solving 3 people can 5or1 o!t the intricacies o$ the proble#s d. 6ecovery 3 5ill anybody #a1e a special e$$ort to set a proble# right

Copyright 2007 by John Wiley & Sons, Inc. All right

'he Custo0er
%. ,isc!ss Johnson and 7ayton2s (!ote 8It is only thro!gh the eyes o$ a c!sto#er that de$inition o$ service (!ality can be obtained.9 C. 6evie5 ig!re ::;< c!sto#er co##ent card s!rvey. p. <:,. 6evie5 ig!re ::;- hotel g!est service s!rvey. p. <:.

Copyright 2007 by John Wiley & Sons, Inc. All right

(iss!tis)iers vs. S!tisi)iers


Disc+ss /a$otte an$ 1+r.eon0s s+rve# res+lts. 1. ,issatis$iers < complaints *or low per*ormance- e... par&in. 2. Satis$iers < +n+s+al per*ormance elicits compliments- "+t avera.e per*ormance or even the a"sence o* the *eat+re will pro"a"l# not ca+se $issatis*action or complaints- e... atri+m t#pe lo""ies

Copyright 2007 by John Wiley & Sons, Inc. All right

(iss!tis)iers v. S!tis)iers cont1d.


<. Critical variables 3 capable o$ eliciting both positive and negative $eelings, depending on the sit!ation, e.g. cleanliness, (!ality o$ service, e#ployee 1no5ledge and service, and (!ietness o$ s!rro!ndings -. =e!trals 3 $actors that received neither a great n!#ber o$ co#pli#ents nor #any co#plaints are probably either not salient to g!ests or easily bro!ght !p to g!est standards.

Copyright 2007 by John Wiley & Sons, Inc. All right

(eveloping the Service Str!tegy St!te0ent


A. Co##it#ent $ro# top;level o5nership and #anage#ent that service is a top priority in the co#pany %. Co##it#ent to develop and to ad#inister a service #anage#ent progra# C. Co##it#ent to train e#ployees to deliver service e$$iciently ,. Co##it#ent o$ $inancial reso!rces to develop incentives $or the e#ployees 5ho deliver the services >. Service strategy state#ent o$ the o!r Seasons as listed in the chapter 3 pp. <:/;<:7

Copyright 2007 by John Wiley & Sons, Inc. All right

3in!nci!l Co00it0ent 44444


Sta$$ ti#e to thin1 thro!gh a plan Sta$$ ti#e to develop e#ployee #otivational progra#s &otivational progra#s as an invest#ent

Copyright 2007 by John Wiley & Sons, Inc. All right

(eveloping ! Service $!n!ge0ent *rogr!0


6evie5 g!est cycle )re$er to ig!re ::;/+ 3 pp. <20;<2: A. ,e$ine $ro# Albrecht and 0e#1e2s 5or1 as 8Episodes in 5hich a c!sto#er co#es into contact 5ith any aspect o$ the co#pany, ho5ever re#ote, and thereby has an opport!nity to $or# an i#pression.9 %. Guest Report Card ; 85hich is the basis o$ a grading syste# that leads the c!sto#er to decide 5hether to parta1e o$ the service again or to go else5here.9 C. Employee Buy-in Concept ,. ,isc!ss Albrecht and 0e#1e2s concept o$ the 8last $o!r $eet 8it2s !p to the people in the store to ta1e over at the last $o!r $eet.9

Copyright 2007 by John Wiley & Sons, Inc. All right

Service $!n!ge0ent *rogr!0 cont1d.


Screening >#ployees Who ,eliver ?ospitality ,isc!ss Albrecht and 0e#1e2s state#ent 8A service person needs to have at least an ade(!ate level o$ #at!rity and sel$ estee#. ?e or she needs to be reasonably artic!late, a5are o$ the nor#al r!les $or social conte@t, and be able to say and do 5hat is necessary to establish rapport 5ith a c!sto#er and #aintain it. And third, he or she needs to have a $airly high level o$ tolerance $or contact.9

Copyright 2007 by John Wiley & Sons, Inc. All right

Service $!n!ge0ent *rogr!0 cont1d.

=mpowerment &anage#ent2s act o$ delegating certain a!thority and responsibility to $ront;line e#ployees. Within a certain dollar li#it range

Copyright 2007 by John Wiley & Sons, Inc. All right

Service $!n!ge0ent *rogr!0 cont1d.

>val!ating the Service &anage#ent "rogra# :. Ase #o#ents o$ tr!th as identi$iers. 2. Ase o$ c!sto#er co##ent cards. <. ,irect in(!iry by $ront des1 cler1 d!ring chec1 o!t. -. I##ediate in(!iry as the service is being provided.

Copyright 2007 by John Wiley & Sons, Inc. All right

Service $!n!ge0ent *rogr!0 cont1d. ollo5;'hro!gh


3 'he co##it#ent to hospitality is not a cas!al oneB it re(!ires constant attention, research, training, and eval!ation.

Inter$acing 5ith other ,epart#ents


3 'he best bene$it o$ '*&B it dispels the 8its; not; #y; Cob; attit!de.9 3 ?ilton2s 3 8?ilton "ride "rogra#9 p. <2D 3 ,elta ?otels recipient o$ Canada A5ards $or >@cellence 'rophy 2000 $ro# the =ational *!ality Instit!te pp. <2D;<<0

Copyright 2007 by John Wiley & Sons, Inc. All right

Custo0er 2el!tionship $!n!ge0ent


C!sto#er 6elationship &anage#ent )C6&+ 3 a syste# that allo5s hotel #anagers to integrate technology to s!pport c!sto#er service techni(!es tat lead to top;notch c!sto#er service.

3 E!est recognition 3 ,ata capt!re and #aintenance 3 Channel integration and consistency 3 6an1ing and discri#ination 3 '5o;5ay personali4ed dialogs

Copyright 2007 by John Wiley & Sons, Inc. All right

5roup 'i0e
/ase 1101 or /ase 1102

Copyright 2007 by John Wiley & Sons, Inc. All rights reserved

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