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T A N G I B L E
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S E R V I C E S
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P R O D U C T
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G O O D S
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5.

Q U A L I T Y
 Presented By: BSTM 1103 Group 1

INTRODUCTION TO
QUALITY SERVICE
MANAGEMENT IN
TOURISM
AND HOSPITALITY
 LEARNING OBJECTIVES
AT THE END OF THIS CHAPTER, STUDENTS SHOULD
BE ABLE TO:

* DEFINE WHAT IS QUALITY

DETERMINE THE DIFFERENT

* DIMENSIONS OF QUALITY

IDENTIFY THE DISTINCTION

* BETWEEN GOODS, SERVICES, AND
SERVICE PRODUCT; AND

GAIN INSIGHTS ON THE CONTRIBUTIONS

* MADE BY THE PIONEERS OF TOTAL
QUALITY MANAGEMENT AND SERVICE
MANAGEMENT
 “Beauty is in the eye of the WHAT IS QUALITY?
beholder”

Everyone defines Quality based on their

own perspective of it. Typical responses
about the definition of Quality includes:

1. Perfection
2. Consistency
3. Speed of Delivery
4. Customer’s satisfaction feedback
5. Compliance with policies and
procedures
KNUTSON (1990)
reflected in his research that the intense
competition in the hospitality industry has led
many businesses to look for ways on how they
can profitably differentiate themselves from their
competition and capture the highest quality.

WEIERMAIR (1990)
noted that in tourism sector even though the
production and distribution of services involved
different experiences on both parts of the tourist
and the suppliers The ultimate goal is still to
achieve the highest quality possible.
 JOSEPH JURAN
one of pioneers in quality research, defined
quality as "fitness for use". This means the
concept of quality is variable to the one
defining it .

INTERNATIONAL ORGANIZATION FOR

STANDARIZATION (ISO)
the world body for Standardization formulation,
also defined quality as "the totality of features
and characteristics of a good or service that
bear on its ability to satisfy a given or implied
need"
 HOW TO DETERMINE
THE HIGHEST QUALITY
 DIMENTIONS OF QUALITY FOR SERVICE
PRODUCTS
Garvin (1978), mentioned in an article in Harvard Business Review, that because of the
competition for high quality goods and services and with the internalization of said
concepts, the following dimensions for quality should be observed and considered:

PERFORMANCE FEATURES RELIABILITY

refers to a service dimensions of quality, refers to the ability to
products' primary which are usually stated perform the promised
operating as a secondary service product
characteristics. aspect of performance. dependably and
accurately.
 DIMENTIONS OF QUALITY FOR SERVICE
PRODUCTS
CONFORMANCE DURABILITY SERVICE ABILITY
this quality dimensions this dimension is more this dimension is more
means that a service detectable in goods inclined toward goods
products' design and rather than in services rather than services, is
characteristics should and it has both serviceability or speed,
meet the standard set. technical and courtesy, competence,
economic dimensions. and ease of repair.
 DIMENTIONS OF QUALITY FOR SERVICE
PRODUCTS
AESTHETICS PERCEIVED QUALITY
this is how a service guests usually do not have a
product is perceived, complete guide on a service
clearly a matter of product's dimension; unknowingly,
personal judgement. they are indirectly measuring and
this measure is the only basis for
them to compare brands.
 TANGIBILITY
SPECTRUM FROM
ZEITHAML ET. AL
(2012)
 SERVICE PRODUCTS: GOODS
AND SERVICES
PRODUCT GOODS SERVICES
Hill(1999) refers to the
anything that we physical objects for have four features.
can offer to a which a demand exist, Lovelock (1983)
market for attention, their physical attributes connotes this as the
acquisition, use or are preserved over time,
IHIP characteristics:
and their ownership can
consumption that 1.Intangible
be established, can exist
could satisfy a need independently of the 2.Heterogenous
or want. owner and can be 3.Inseparable
traded on 4.Perishable
markets.
 NOTABLE PEOPLE IN SERVICE QUALITY

WALTER A. SHEWHART WILLIAM EDWARDS DEMING JOSEPH M. JURAN

was an American was an American engineer, made many contributions to the
physicist, engineer, and statistician, professor, author, field of quality management. He
statistician. He is also lecturer, and management revolutionized the Japanese
known as the father of consultant. He championed the philosophy on quality
Statistical Quality work of Walter Shewhart, including management and in no small
Control and also statistical process control, way worked to help shape
related to the Shewhart operational definitions. (Plan-Do- Japan's economy into the
Cycle. Study-Act (PDSA) industrial leader of today.
NOTABLE PEOPLE IN SERVICE QUALITY
PHILIP B. CROSBY
a businessman and author who
contributed to management
theory and quality management
practices. He initiated the Zero
Defects program at the Martin
Company.

ARMAND V. FEIGENBAUM
an American quality control expert
and businessman. He devised the
concept of Total Quality Control
(TQC) which inspired Total Quality
Management (TQM).
 NOTABLE PEOPLE IN SERVICE QUALITY
KAORU ISHIKAWA GENICHI TAGUCHI
is notable for was an engineer and
rejuvinating the norm in statistician. From the 1950's
the workplace. He onward, he developed a
always believed that methodology for applying
quality should not stop statistics to improve the
in reinventing a product quality of manufactured
alone. He was one of goods. Taguchi methods
the few people who have been controversial
believed that delivering among some
the quality does not conventional
Western statisticians, but
stop in purchasing the
others have accepted
product; it goes
many of the concepts
beyond the transaction
introduces by him as valid
itself.
extension to the body of
knowledge.
IN SERVICES MARKETING AND MANAGEMENT, THE FOLLOWING HAVE
made significant contributions noteworthy to be recognized:
JAMES H. DONNELLY
The difference
between marketing
"channels" used
for services and these
used for physical goods
and implications for
marketing strategy.
A. “PARSU” PARASURAMAN, VALERIE
MARY JO BITNER & BERNARD H. BOOMS A. ZEITHAMI & LEONARD L. BERRY
Developed their expanded "marketing mix" for Developed their
services which took into account the distinctive pioneering "gaps model"
characteristics of service identified in the "crawling of service quality which
out stage" intangibility, inseparability,
heterogeneity, and perishability. They added three
highlighted the
more Ps to this original marketing mix to make it importance of efforts
more appropriate to services, people, process and made to assess quality in
physical evidence. service.
 CHRISTOPHER LOVELOCK WALT DISNEY
was the best known as a pioneer in together with the Disney
the filed of Services Marketing among Company they craft their
other titles, such as author, professor, concept form theme parks also
and consultant. He was also known pioneers the thought of the
for his excellent case studies. service providers not only as
team players but also as "cast
members" just like in a movie or
theater.
THEODORE LEVITT
an editor of the Harvard Business BRUCE LAVAL
Review who was especially noted an industrial engineer of the
for increasing the Review's Disney Company who
circulation and for popularizing the conceptualized the terms
term globalization. In 1983, he "guestology" and the guest point
proposed a definition for corporate of view (GPOV) when viewing
purpose: Rather than merely making
service quality in the tourism and
money, it is to create and keep a
hospitality industry.
customer.
 ASSESSMENT
• Aesthetics • Features • Joseph Juran • Performance • Tangible • Walt Disney
• Philip B. Crosby • Conformance • Product • Reliability • William Edwards Deming
• Service • Service Ability • ISO • Durability • Perceive Quality • Walter A. Shewhart

1. One of the Pioneers in "Quality" research. Quality, Fitness for use.

“The totality of features and characteristics of a good service that bears on

2. its ability to satisfy a given or implied need"

Can be defined as anything that we can offer to a market for attention,

3. acquisition, use, or consumption that could satisfy a need or want.

4. Intangible, Heterogenous, Inseparable, and Perishable.

5. It refers to a service product's primary operating business characteristics.

 ASSESSMENT
• Aesthetics • Features • Joseph Juran • Performance • Tangible • Walt Disney
• Philip B. Crosby • Conformance • Product • Reliability • William Edwards Deming
• Service • Service Ability • ISO • Durability • Perceive Quality • Walter A. Shewhart

6. Secondary aspect of performance.

Ability to perform the promised service product dependably and

7. accurately.

A service product's design and characteristics should meet the set standard.
8.

9. More detectable in goods.

10. How a service product is perceived -personal judgement.

 ASSESSMENT
• Aesthetics • Features • Joseph Juran • Performance • Tangible • Walt Disney
• Philip B. Crosby • Conformance • Product • Reliability • William Edwards Deming
• Service • Service Ability • ISO • Durability • Perceive Quality • Walter A. Shewhart

11. The speed, accuracy, competence and ease of repair (goods).

Guests usually do not have a complete guide on a service products
12. dimensions; unknowingly, they are indirectly measuring and this
measurement is the only basis for them to compare brands.

13. Father of Statistical Quality Control, Shewhart cycle.

Championed the work of Walter Shewhart, "Shewhart cycle" which had

14. evolved into Plan-Do-Study-Act (PDSA).

15. Initiated the Zero Defects program.

 Presented By: BSTM 1103 Group 1

INTRODUCTION TO
QUALITY SERVICE
MANAGEMENT IN
TOURISM
AND HOSPITALITY

THANK YOU!