QUALITY SERVICE

MANAGEMENT IN TOURISM
AND HOSPITALITY
 PSU VISION

“An Internationally recognized university that provides relevant and innovative

education and research for lifelong learning and sustainable development.

PSU MISSION

“The Palawan State University is committed to upgrade the people’s quality of life by
providing education opportunities through excellent instruction, research and
innovation, extension, production services and transnational collaboration
Course No: THC-QSM
Course Title: QUALITY SERVICE MANAGEMENT IN
TOURISM AND HOSPITALITY

 Course Description:
 This course aims to enable the students to recognize and assess quality management
processes in a hospitality and tourism related organization and to evaluate
departmental processes and planning strategies. Topics include concepts and
terminologies of TQM: definition, common element and terminology; vision and
reality – bridging gap, constructive and critical personal reflection; proposed quality,
self-assessment and peers assessment; seeking practical feedback for supervisors and
continuing improvement, developing a personal management philosophy and
personal development plan. (CMO 62 s2017)
 CHAPTER 1

The Basics of Wow!

The Guest Knows Best
 HOSPITALITY PRINCIPLE: PROVIDE THE SERVICE QUALITY AND VALUE THAT GUESTS
EXPECT
 The secret to success is to treat
all customers as if your world
revolves around them. —
Unknown
 Learning Outcomes
After completing the study of this lesson, you should be able to understand:

 The importance of meeting the hospitality guest’s expectations.

 The importance of the guest experience.
 The definition of service quality and service value in the hospitality field.
 The reasons why “it all starts with the guest.”
QUALITY SERVICE

 Quality is meeting or exceeding customer expectations.

 To meet or exceed customer expectations, organizations must fully understand all service
attributes that contribute to customer value and lead to satisfaction and loyalty (Evans &
Lindsay, 2010)

 involves consistent delivery of products and guest service. according to expected

standards.
 GUESTOLOGY: WHAT IS IT?
 a term originated by Bruce Laval of The Walt Disney Company.
 Guests’ behaviors within the hospitality organization are carefully
observed. Their wants, needs, capabilities, and expectations
regarding the hospitality guest experience are determined. And
ultimately, the service product is tailored to meet their demands and
those of future guests.
 Guestology means simply that all the organization’s employees
must treat customers like guests and manage the organization from
the guest’s point of view.
GUESTOLOGY
 Good News about guestology
 makes good business sense
 makes it possible to increase guest satisfaction
 The findings of guestology turn into the organizational practices that provide
sustained outstanding services.
 The organization’s strategy, staff, and systems are aligned to meet or exceed the
customer’s expectations

The goal is to create and sustain an organization that can effectively meet
the customer’s expectations and still make a profit.
1.1-1
 MEETING CUSTOMER EXPECTATIONS
 First-time guests may have general expectations. For example, a first-time guest of a major
hotel may simply expect a nice room, a comfortable mattress, clean surroundings,
satisfactory meals, and a reasonable price.
 A repeat guest may have more specific expectations based on past experience.

Serving Internal Customers/Guest

 persons and units that depend on each other and “serve” each other.
 The principles for providing an outstanding service experience for external customers also
apply to these many internal customers.

 For example, a computer help desk that serves internal customers should understand and
fulfill the expectations of these customers just as any organization tries to meet and exceed
the expectations of its external customers.
 SERVICE
 intangible part of a transaction relationship that creates value between a provider organization and its
customer, client, or guest.
 More simply, a service is something that is done for us.
Services can be provided directly to the customer
(e.g., a spa treatment, a haircut, and medical procedures)
or
for the customer
(e.g., finding and purchasing tickets to a show, lawn care, and car repair).

 The services can be provided by a person

(e.g., by a service associate in a restaurant or by a travel agent)
or
via technology (e.g., by booking a ticket online or using an ATM).
THE GUEST EXPERIENCE
 It is the sum total of the experiences that the guest has with
the service provider on a given occasion or set of occasions.

 Example
 If you tell your friend that last night you had a “wonderful
evening at the dinner theater,” you are referring to the evening as
a whole and are thinking of it that way; the evening of theater was
your guest experience
 Here is the basic equation that captures all the components of the customer experience that must be effectively
managed by the guestologist:

Guest experience = service product + service setting + service delivery system

 each part of which will at least meet the guest’s expectations and the sum
total of which ideally will make the guest say, or at least think, “wow!”
 ” In a simple service situation, the entire guest experience might be
delivered by a single person in a single moment, but for the typical guest
experience, speaking of a service delivery system seems more accurate.
 Unique, Yet Similar
 Because incidents and occurrences are never exactly the same for two people—
whether at a theater, hotel, vacation resort, restaurant, or on a cruise ship—no two
guest experiences are exactly alike. Even if the incidents and occurrences were
exactly the same, your experience of them would be unique because the wants,
needs, tastes, preferences, capabilities, and expectations you bring to the experience
are uniquely yours and may change from day to day. Add in the intangibility of
service itself, and the uniqueness of each guest experience cannot be questioned.
That uniqueness is what provides the primary challenge to the hospitality service
provider. The old saying has it that “you can’t please every guest,” but the
hospitality organization has to try, even though everybody is different.
 3 Components of the Guest Experience
 1. The Service Product,- sometimes called the service package or service/product mix, is
why the customer, client, or guest comes to the organization in the first place.
 The basic product can be relatively tangible, like a hotel room relatively intangible, like a
rock concert. Most service products have both tangible and intangible elements and can
range from mostly product with little service to mostly service with little if any product.

 2. The Service Setting - setting or environment in which the experience takes place. The
term servicescape, the landscape within which service is experienced, has been used to
describe the physical aspects of the setting that contribute to the guest’s overall physical
feel of the experience.
 The design of the service setting keeps the customer focused on where the hotel makes its
money: from the casino. The servicescape is also extremely important to the themed
“eatertainment” restaurants like Bahama Breeze, Hard Rock Cafe, and Rainforest Cafe.
They use the distinctive theme of the food-service setting—from the building exterior, to
decorations inside the restaurant, to background music choice, to table and menu design—
as an important means of making themselves memorable and distinguishing themselves
from other restaurants
 3. The Service Delivery System
 The third part of the guest experience is the service delivery system, including the human
components (like the restaurant server who places the meal on the table or the sound
engineer at the rock concert) and the physical production processes (like the kitchen
facilities in the restaurant or the rock concert’s sophisticated amplification system) plus the
organizational and information systems and techniques that help deliver the service to the
customer.
Service Encounters and Moments of Truth
 The term service encounter is often used to refer to the person-to-person interaction or series
of interactions between the customer and the person delivering the service. Although both
parties are usually people, the many situations or interactions between organization and guest
which are now automated—the automatic teller machine, checking kiosks, and online
transactions being familiar examples—may also be considered service encounters. The heart
of a service is the encounter between the server and the customer. It is here where emotions
meet economics in real time and where most customers judge the quality of service.
 Example:
For example, a potential passenger’s first interaction with airline personnel is an
obvious moment of truth; it can determine whether the potential passenger leaves your airline and
goes to another, or whether a potentially lifetime relationship with the passenger is begun.
 The Nature of Services
 1. Services Are Partly or Wholly Intangible
 2. Services Are Consumed at the Moment or during the Period of Production or Delivery
 3. Services Usually Require Interaction between the Service Provider and the Customer, Client,
or Guest
 GUEST EXPECTATIONS
 Meeting Expectations
 Do Not Provide More Hospitality Than Guests Want
 Waiters are supposed to be attentive and polite. But consider a dining experience during which the
waiter constantly hovers and speaks to the diners.
 When does enough become too much? The excellent hospitality organization will do two things
to find out. First, it will spend the time and money to train its employees to be alert to customer
cues, signals, and body language so they can fine-tune their interaction with their customers.
Second, it will constantly survey or ask its guests what they thought about the experience, to
ensure that guests receive more service value than they expect but not so much more as to detract
from the experience.
 A former Chili’s Restaurants CEO Norman Brinker said,
“Listen to your customers. They’ll tell you what to do.”
 Just What Does the Guest Expect?
 Most guests have the same general expectations when they go to a hospitality
organization for service. Surveys and interviews are not required to determine that most guests
expect cleanliness, courtesy, responsiveness, reliability, and friendliness.
 Ten most common customer complaints
(Marketing expert Len Berry)
 1. Guest Complaint: Lying, dishonesty, unfairness. Guest Expectation: To be told the truth and treated fairly.
 2. Guest Complaint: Harsh, disrespectful treatment by employees. Guest Expectation: To be treated with respect.
 3. Guest Complaint: Carelessness, mistakes, broken promises. Guest Expectation: To receive mistake free, careful,
reliable service.
 4. Guest Complaint: Employees without the desire or authority to solve problems. Guest Expectation: To receive
prompt solutions to problems from empowered employees who care.
 5. Guest Complaint: Waiting in line because some service lanes or counters are closed. Guest Expectation: To wait as
short a time as possible.
 6. Guest Complaint: Impersonal service. Guest Expectation: To receive personal attention and genuine interest from
service employees.
 7. Guest Complaint: Inadequate communication after problems arise. Guest Expectation: To be kept informed about
recovery efforts after having or reporting problems or service failures.
 8. Guest Complaint: Employees unwilling to make extra effort or who seem annoyed by requests for assistance. Guest
Expectation: To receive assistance rendered willingly by helpful and trained service employees.
 9. Guest Complaint: Employees who don’t know what’s happening. Guest Expectation: To receive accurate answers
from service employees knowledgeable about both service product and organizational procedures.
 10. Guest Complaint: Employees who put their own interests first, conduct personal business, or chat with each other
while the customers wait. Guest Expectation: To have customers’ interests come first
THANK YOU 