The Role of Service in the Hospitality Industry Chapter Fifteen

Characteristics of Service Involves the guest’s experience and the staff’s performance Guest and server are both part of transaction Quality control is difficult Standard must be zero defects Production and consumption are simultaneous (There is no inventory)

Three Types of Service Transactions Electronic-mechanical Indirect personal Face-to-face

Product View of Service Focuses on the tasks that make up service Emphasizes controlling employee behavior Controls cost of transaction/process objective, measurable standards Concentrates on what we do

Process View of Service Emphasizes interaction between the service organization and the guest Empowers employees to satisfy guests’ needs and desires Empowers employees to solve guests’ problems Concentrates on what the guest wants

Setting a Service Strategy Choose market segment or segments Determine appropriate service level and standards Do not over promise Fulfill expectations

Management’s Responsibilities in Establishing and Maintaining a Service Culture Keep stated service policies and actual practice the same Communicate management position to employees Treat employees as internal customers Remove obstacles that keep people from doing their jobs Restrain bureaucracy

Making the Employee the Product Hire people who fit with the company and the service team Emphasize cross-training Provide core training Motivate through feedback and rewards Establish award programs that recognize excellence Involve employees in setting service standards and developing procedures