Chapter Nine: Putting Quality into Hospitality & Tourism

2 Quality Definitions of quality Synonymous with excellence A form of measurement, an amount of quality “Eye of the Beholder” Value-Based definition: Trade- off between quality and price

3 Quality, continued Higher quality yields three benefits Commands higher prices Increases market share Yields truly brand-loyal customers Quality Differences Service quality more difficult to define than quality of goods Consumer’s skill, decisions & companions can affect quality

4 Service Encounters Every interaction between a service employee and customer is a service encounter Service Scripts: encounters follow similar steps “Moments of Truth” during which quality is judged Service encounter diagram Quality assurance in tourism services is a management challenge

5 Typical critical incidents – airline flight Pre-sales  Initial telephone enquiry  Making reservation  Issue of ticket  Check-in of baggage Post-consumption  Quality of catering  Baggage reclaim Post-sales, pre-consumption  Welcome on board aircraft  Assistance in finding seat  Reliability of departure time Consumption  Issue of boarding pass  Advice of departure gate  Quality of airport announcements  Quality of waiting conditions

6 Purchasing a cup of coffee in a café Visual representation of a service process showing: Stage in production process Target time (minutes) Critical time Is incident critical? Participants Visible evidence ‘Line of visibility’ Invisible processes Obtain seat 1 5 Y Customer Furnishings Cleaning of coffee room Take order 1 5 Y Customer Waiter(ess) Appearance of staff Make coffee N Cook Deliver coffee Y Customer Waiter(ess) Pay for coffee 1 3 N Customer Cashier Cash-collection Procedures Accounting procedures Repeat if coffee is unsatisfactory 3838 Coffee, crockery, manner of service Delivery Preparation of coffee Ordering of supplies

7 Service Quality Model Customer has certain expectations regarding service’s quality Word-of-mouth from friends Public sources Past experiences Marketing communications Five quality dimensions Tangibles Reliability Responsiveness Assurance Empathy

8 Quality and Customer Satisfaction Customer compares expectations to service received and determines satisfaction level If perceived “actual” quality is better than expected: Highly satisfied If perceived “actual” quality is less than what expected: Dissatisfied If perceived “actual” quality is about what was expected: “Just” satisfied WOM, loyal, spend more

9 Human Resources: The Key to High Quality of Service Service organizations depend on everyone at all levels to deliver customer satisfaction Need to develop learning organization, dedicated to continuous improvement Utilize industry best practices Understanding and meeting guest needs Learn and understand customer needs and expectations Employee selection Employee training

10 Service Mistakes Can have a break from the customer’s service script Mistakes happen Most customers give the provider a chance to make things right Satisfied guests represent potential future income flows - dissatisfied guests represent opportunities lost Be a Can-Do Problem Solver Making things right involves a few simple actions

11 Service Guarantees Difficult to replace or repair a tourism service Guest often must complain face- to-face to provider Good idea to provide variety of problem solutions to ensure that guest is happy

12 Service Guarantees, continued Offer guarantee that has five features Unconditional with regard to elements under the service provider’s control Easy to understand and communicate Should be meaningful Appropriate restitution/compensation for customer’s trouble