CONCEPT OF SERVICE QUALITY

GROUP 1
LEARNING OBJECTIVES:
Explain the significance of
Quality in Hospitality and
Tourism Industry Describe the attributes/dimensions
of services quality

Identify the Quality

Components in Hospitality
and Tourism
Understand the major objectives
of hospitality performance
Recognize the role of service
in the hospitality industry
WHAT IS SERVICE
QUALITY?
Service quality is the ability of an organization to provide
products and services to a customer in an extraordinary way.
Service is the activities and benefits a particular organization
provides to another and it can be described as a sub-product
of a product (Kotler, 1996), he further said "Customers'
perception to service heavily depends on service quality".
WHAT IS SERVICE QUALITY?
Service quality in the hospitality industry becomes one of the most important factors for
gaining a sustainable competitive advantage and customers' confidence in the highly
competitive marketplace, and therefore service quality can give the hospitality industry a
great chance to create competitive differentiation for organizations. It is thus considered
as a significant core concept and a critical success factor in the hospitality industry. A
successful hotel delivers excellent quality service to customers, and service quality is
considered the life of the hotel.
WHAT IS SERVICE
QUALITY?
Service quality consists of three dimensions: physical facilities,
staff, and materials. It also divided into two aspects: functional
quality and technical quality. A similar approach argued that
service quality includes three dimensions: functional quality,
environment, and technical quality. Another approach
confirmed that service quality has five dimensions namely:
assurance, reliability, empathy, tangibility and responsiveness.
CUSTOMER SATISFACTION

Customer satisfaction is the internal feelings of every individual

which may be satisfaction or dissatisfaction resulting from the
assessment of services provided to an individual in context to
customer's anticipation by an organization Hotels are
continuously trying to Improve the service Just to satisfy their
customer because higher customer satisfaction will leads
towards customer loyalty.
CUSTOMER SATISFACTION

The most important concept of customer satisfaction is

accepted all around the world is the expectancy
disconfirmation theory. This theory was presented by Oliver, he
said that satisfaction stage is the resultant of the distinction
between anticipated and supposed performance. Satisfaction
will be encouraging when the actual level of services or
products is better than the anticipated (positive
disconfirmation), whereas (negative disconfirmation) when the
product or services level is lower than expected.
 REYES

IMPORTANT OF SERVICE
QUALITY & CUSTOMER
SATISFACTION
IMPORTANT OF SERVICE QUALITY &
CUSTOMER SATISFACTION
Customer Loyalty: Happy customers are loyal customers. Not only
is it important for you to provide stellar service, but awesome
products as well. Make it a point to be on the fast track for
keeping up with trends that your customers may follow such as
building personal assistance services for traveling customers or
making special concessions for avid repeat consumers. Be sure
you have Items on hand so when your customer needs you and
your products, everything's available. A customer who has to
continuously wait for you to do your part may grow tired, no
matter how loyal, and venture off to your competition. Keep
customers loyal by focusing on them at all times,
IMPORTANT OF SERVICE QUALITY &
CUSTOMER SATISFACTION

Happier Environment: The physical perception imparted by your

hospitality business is Important in achieving customer satisfaction.
Your restaurant or hotel need not spend lots of money to create an
amicable environment. Over-the-top interior design can be
perceived as either cold and off-putting, genial and inviting or
somewhere in between. The difference lies in the emotive quality of
your employees the main ingredient in creating a special
experience for your guests, Your environment must be clean, well-lit
and comfortable, however, for your customers to feel at home.
IMPORTANT OF SERVICE QUALITY &
CUSTOMER SATISFACTION
Increased Security: When customers are paying to be served, they
expect to be able to relax and enjoy themselves without worrying
about security. A secure environment means having plenty of
friendly employees visible to guests from the moment of arrival to
departure. Helpful, too, are frequent interactions with guests to instill
a sense of inclusion in the goings-on at your establishment. Security
need not be overt, however. Armed and uniformed security guards
will frighten guests rather than impart a sense of safety.
IMPORTANT OF SERVICE QUALITY &
CUSTOMER SATISFACTION
Better Value: Your guests need to believe they are receiving an
excellent value for their money. Value can be inexpensively
included in their visit in the form of discounts, free candy or
snacks, bottled water at no charge, gift cards and the like.
Guests generally don't expect these perks so they can build
repeat business-a sure sign of customer satisfaction!
 PERANTE

THE ROLE AND THE IMPORTANCE

OF SERVICE IN THE HOSPITALITY
INDUSTRY
THE ROLE AND THE IMPORTANCE OF
SERVICE IN THE HOSPITALITY INDUSTRY
The hospitality industry is a significant player in the part of the
economy called the service sector. This sector makes up the
greater part of the economy and creates most new jobs.
Therefore, service is now amatory catchword for almost all
businesses and organizations. Service Is defined in Webster's
New World Dictionary as "the act or means of serving". To serve
is to "provide goods and services for" and "be of assistance to".
In other words, service is an action or set of actions taken by
one person for the benefit of another person that meets a
need, solves a problem, or produces a positive experience.
THE ROLE AND THE IMPORTANCE OF
SERVICE IN THE HOSPITALITY INDUSTRY
Excellent customer service is vitally important in the hospitality
industry. It's the first point of contact, between for example, the
hotel guest and the representative of the hotel. It is the first
opportunity an establishment gets to Impress and create a lasting
great impression.

Hotels and restaurants and everything in between in this type of

industry, is a hospitality service provider that has a job to sustain
customer happiness and satisfaction. That includes any type of
business where customers are paying attention to the type of
service they receive, Is within the hospitality industry.
TYPE OF SERVICES
1. Measure Customer Mood
A recent study by industry's bigwigs shows that the clients aren't
impressed by what you can offer or even what you know until they see
that you actually care. So, personable service is a sure way to Improve
your client's mood.
2. Judging the Customer's Needs
This is similar to point one or a subset of point one but deserves a special
mention. it is very Important to judge the needs of your customers without their
asking. For instance, if a family staying at your hotel has children then you should
provide them children supplies without a need of them chasing you for
everything.
It is important to ask yourself the question as well. What is service in the
hospitality Industry? Service is an act of respect, kindness and love, Service is the
heart of hospitality industry. This will help them get comfortable as they will feel
more respected.
TYPE OF SERVICES
3. Improve Customer Loyalty
Excellent customer service goes the extra mile to ensure that customers are
happy and well taken care of, Remember that a satisfied customer is a
loyal customer. And, customers are a vital part of the business in the
hospitality industry. Thus, make them your center of attention -at all times-
and they will certainly be happy.

4. Feedback as a Crucial part of customer service in the

hospitality industry
Sure your business model is water-tight, Sure your staff is top-
notch. But, without general feedback from the customers, you
wouldn't know If your business approach is actually working
TYPE OF SERVICES
5. On Time Services are crucial in hotels and in the overall hospitality
industry

Time is the key to success when you're running a hospitality

business. If you aren't able to provide on-time services to your valued
.
customers then this will hurt your business.

Give Individual priority to each customer. If you set customer

satisfaction as your basic priority then you will be able to develop a
loyal customer base. Resultantly, your customers will not only come
back again but will suggest your services to their friends and family
members as well.
TYPE OF SERVICES

6. Following the Etiquette of Service in the Hospitality industry

Apart from ensuring that every service is being supplied on time, it is

important to make sure that the etiquettes of the service sector are also
.
met. This includes both on-call and in-person services. While conversing
with customers it is important to maintain a level of respect.

Moreover, provide proper follow-up to make sure they are enjoying their
stay at the hotel. If they have any complaints, get them sorted out at the
earliest.
TYPE OF SERVICES
7. Meeting Customer Expectations

Hotel customers are always seeking an energetic service and a

memorable experience. And, excellent service will enable you to do
. exactly that. On the whole, service in the hospitality industry allows hoteliers
to meet - and possibly surpass - customer expectations.

Positive endings are extremely important in the hospitality Industry as

they are like fresh beginning that ensures patronage of a lifetime. Always
end things on a positive note. Always smile and greet when you see them.
Call them by their name and maintain a good sense of humor when
talking to them.
ATTRIBUTES/DIMENSIONS OF SERVICE
SOLITARIO

QUALITY
Service providers want to know what
customers (Internal or external) care
about. Service quality is a good guess.
Price,
.
and to a minor degree product
quality, also count. There are 5 dimensions
that customers use to evaluate the service
quality. These dimensions are generally
used to establish levels of customer
satisfaction; comparing their perception of
the service they received with their
expectations.
ATTRIBUTES/DIMENSIONS OF SERVICE
SOLITARIO

QUALITY
While this may seem intuitive, when expectations are met, the quality of
service is perceived as satisfactory; when expectations are not met, service
quality is determined to be unacceptable. These five dimensions are used
. primarily in surveys to determine how a company is perceived by its
customers and provides insight on where the company may need to make
adjustments to fulfill the expectations of customers. The following are the
main aspects of service quality in the hotel industry and five dimensions
that were developed by Parasuranam et al (1988)
ATTRIBUTES OF SERVICE QUALITY
SOLITARIO

1.Tangibles
the physical facilities, Alphen and employees appearance.
According to Brick and Berndt, this dimension refers to the
facilities, equipment and material which must reflect positively
. on the organization. Presentation is fundamental to
achievement. Everything about the hotel property will be
assessed through photos and reviews before a visitor even
chooses to purchase a room, In the event that your rooms are
obsolete, your hall is filthy or your eatery looks cramped, visitors
will make an underlying judgment about your property that
won't be to support you.
ATTRIBUTES OF SERVICE QUALITY
SOLITARIO

Equipment plays a vital role on service quality, hotels should be

in a position where Its equipment be it in the rooms, casino or
restaurant is elegant, user friendly and in alliance with new
technology. The same applies to the employees. They should
.
look proficient and presentable on the grounds that they are an
indispensable part of the property. The physical appearance of
the hotel employees keeps up the general appearance,
however the way they act likewise adds to the reputation of the
hotel. Employees thus ought to be urged to dependably
approach visitors with deference and in a spirit of service
provision.
ATTRIBUTES OF SERVICE QUALITY
SOLITARIO

2. Responsiveness
the willingness to help and respond to customer need.
Organizations ought to be receptive to the moving or shifting
needs of their clients and giving courses and preparing
programs that are important to the business. Responsiveness is
the willingness to assist customers and to provide prompt service
on a continuous basis. This dimension focuses on attentiveness
and willingness in dealing with customer requests, queries and
prompt complaint resolution. The hotel employees should have
the capacity to attend to guests' Inquiries, queries and
complaints timeously, and thus quality of service is optimized
and guest satisfaction is enhanced.
ATTRIBUTES OF SERVICE QUALITY
SOLITARIO

3. Reliability
the ability to perform service dependably and accurately. Some
organizations tend to oversell their services, prompting them to 'fabulous"
guarantees that distort their genuine potential. The organizations must
provide
. the client with the precise service it suggests through advertising
and it must convey what is guaranteed in a particular time period set out
within the specifled time frame. If service delivery is done in a proper
manner, it will enhance the perceived quality that the customer
experiences (Brink & Berndt, 2005: 60). Hotel should thus strive to be reliable
at all times and never to over-promise when they cannot deliver a certain
product as in food and beverage Items or other services.
ATTRIBUTES OF SERVICE QUALITY MINERVA

4. Assurance
the ability of employees to Inspire confidence and trust.
Judgement of high or low service quality largely depends on
how the customers perceive the actual performance based on
. their expectation. Quality assurance is connected to customer

service and that terrible service offered to clients bring about

disappointment or dissatisfaction. Best or guaranteeing quality
realíses consumer loyalty and additionally client retention. Hotel
in this instance should at all times assure its clientele that it offers
the best service.
ATTRIBUTES OF SERVICE QUALITY MINERVA

5. Empathy
the extent to which caring individualized service is given. It is at
times a challenge for organizations to surpass client desires and
. request. For example, deficiencies of employees at the hotel
and the requirement for best service and occasion facilitating
have seen an expansion in sizes, extending the stuff-customer
proportion. This expanded proportion has implications on the
level of individual consideration and compassion given to each
client
PATTERN OF QUALITY OF HOTEL SERVICES ASSESSMENT ONG

Quality Dimensions Detailed Criteria in Individual quality dimension

1.Excellent hotel companies will have modern looking equipment

2.The physical facilities at excellent hotel will be visually appealing.

Tangibility
3.Employees at excellent hotel will be neat in their appearance.

4.Materials associated with the service(pamphlets or statements) will

. be visually appealing at an excellent hotel
5. Employees of excellent hotel will tell customers exactly when
services will be performed.

6. Employees of excellent hotel will give prompt service to customers.

Responsiveness
7.Employees of excellent hotel will always be willing to help the
customers.

8.Employees of excellent hotel will never be too busy to responds to

customer’s request
PATTERN OF QUALITY OF HOTEL SERVICES ASSESSMENT
Quality Dimensions Detailed Criteria in Individual quality dimension
9. When excellent hotel promise to do something by a certain time,
they do.

10.When a customer has a problem,excellent hotel will show a

sincere interest in solving it .
Reliability
11.Excellent hotel will perform the service right for the first time.

12.Excellent hotel will provide the service right for the first time.
.
13.Excellent hotel will insist on error-free records
14.The behavior of employees in excellent hotel will insist
confidence in customers.

15.Customers of excellent hotel will feel safe.

Assurance
16..Employees of excellent hotel will consistently courteous with
customers.

17.Employees of excellent hotel will have the knowledge to answer

customer’s questions.
PATTERN OF QUALITY OF HOTEL SERVICES ASSESSMENT

Quality Dimensions Detailed Criteria in Individual quality dimension

18.Excellent hotel will give customers individual attention.

19.Excellent hotel will be opened to customers 24 hours.

20.Excellent hotel will have employees who give customer personal

. Empathy service.

21.Excellent hotel will have their customers’ best interest at heart.

22. The employees of excellent hotel will understand the specific

needs of their customers.
 SABIDO

OBJECTIVES IN HOSPITALITY PERFORMANCE

1. Customer Service

Excellent service is one of the hospitality industry's primary objectives. Hotel

visitors rely on hospitality staff for many of their travel needs. Hotel staff
comes through in a pinch when a traveler forgets to pack his toothbrush or
.
seeks a recommendation for a local hotel. Similarly, diners often ask
restaurant walt staff to recommend a particular meal or to accommodate
a dietary restriction. Hospitality providers often measure performance rates
of their customer objectives by surveying their customers. They encourage
customers to visit a survey website, and often provide incentives, such as
discount coupons, for customers who complete online surveys.
OBJECTIVES IN HOSPITALITY PERFORMANCE
2. Product Quality

Customers love good service, but the hospitality industry must also provide
quality products to satisfy customers. Goals based on this important
objective vary from restaurant to restaurant and from hotel to hotel.
.
Patrons of a restaurant demand fresh, delicious food. Customers also desire
consistency. They want a cheeseburger from a fast food chain to taste the
same as it does in their hometown. Hotel guests look for quiet, dean and
comfortable rooms where they can get a good night's sleep and spotless,
spa-like bathrooms.
OBJECTIVES IN HOSPITALITY PERFORMANCE
3. Volume

Another primary objective of the hospitality industry is customer volume. A

restaurant owner wants to see 100 percent of her tables filled during any
given service period. Empty tables mean fewer orders, and without
.
sufficient table traffic, restaurant staff may have to throw away perishable
food items at the end of a shift.

In the hotel business, 100 percent room occupancy is a primary objective.

If you see a "no vacancy" sign at a hotel, motel or resort, management has
achieved its volume goal for that day.
OBJECTIVES IN HOSPITALITY PERFORMANCE
4. Ratings

Publicly avallable ratings can reflect the success of a hospitality-based

company in meeting its performance objectives. There are well-known
trade-specific rating guides in both the restaurant and hotel industries, and
.
managers strive for recognition in them. Establishments seek coveted
mentions on the "best of" lists local newspapers and weekly magazines
publish.

A positive reputation on internet travel and restaurant review sites is as

important as it is on the high-profile rating systems, because Internet
reviews are accessible to the entire world, and reviews can remain online
for years.
THANK
YOU