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QSM Module 2

Guestology is the scientific study of guest behaviors, needs, expectations, and how to optimize service based on that knowledge. It involves understanding guests and their total experience. A guestologist studies guests and their needs/wants/expectations to help hospitality organizations best meet guest needs. Ultimately, customers define value and quality based on their expectations versus experiences.

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191 views14 pages

QSM Module 2

Guestology is the scientific study of guest behaviors, needs, expectations, and how to optimize service based on that knowledge. It involves understanding guests and their total experience. A guestologist studies guests and their needs/wants/expectations to help hospitality organizations best meet guest needs. Ultimately, customers define value and quality based on their expectations versus experiences.

Uploaded by

Maxpein
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Module 2

GUESTOLOGY
Introduction

• Many establishments and


organizations are doing everything to
improve the level of quality service
through the performance of the
employees. Others develop their
systems. Some also embed the
concept of corporate culture and
environment in their setups. All of
these are deemed effective, but
sometime, what we often forget is that
the center of the service concept is our
guests. This would be the focus of our
study-the concept of Guestology
Learning Objectives

• At the end of this lesson, the students


should be be able to:
• Define what guestology is and what a
guestologist is;
• Determine the predictors of customer
expectation;
• Identify the different types of
customers; and
• Determine who defines value and
quality.
Guestology

• Dickson (2010) defined guestology as


the scientific study of the behaviors,
needs, and expectations of people in a
service environment, and how to use
that knowledge to optimally manage a
service organization.
• The concept that Bruce Laval, the father
of guestology, introduced has now
become a science that deals with
understanding the guest.Guestology
entails studying the totality of the guest
experience, from their expectations
down to the results and feedback.
Guestology

• Kelin (2014) mentioned in her study


that guestology involves knowing the
guests or clients and their needs and
wants, perceptios, and expectations.
Her approach toward guestology
entails involving every person with
whom the service provider has in the
workplace.
The Guestology Concept

• Integration • Guestolog
y

Needs, wants,
Putting it all emotions,
together and
perceptions

Igniting
Innovation,
Cast, Setting,
through
and Process
technology
and service
• Delivery Systems • Quality
Standards
Customer Expectations

• For customer satisfaction and


customer service to be achieved, a
complete and proper understanding of
customer expectation is very
important. Unless the establishment
already knows what the customers
want, what they expect, and who they
are, it will be very difficult to match up
to the expectations.
Guestologist
• A specialist in identifying how hospitality
organizations can best respond to the
needs, wants, and expectations of their
targeted guest markets.
• Basic Problems in a luxury hotels
1. Rooms- with concerns extending from
small sized rooms to rooms with no
modern technology
2. Arrogant and/or clueless staff-with
comments ranging from staff being rude
and no answers to questions posed.
3. Failure to respond-mainly covering
staff’s failure to respond to guest
complaints
4. Poor Delivery –covering complaints
such as late service or wrong room
service and long process for
check-ins/outs.
5. Cleanliness –with criticisms on soiled
linen, carpet stains, and hair trapped in
bathtubs.
6. Amenities and utilities – with
problems associated to the lack or
inadequacy of toiletries and items in
minibar.
7. Billing –with guests grumbling about
having them charged extra for parking,
Internet, gym, and the like.
Customers/Guests/Clients

• Five basic types of customers (Corporate


Finance Institute, 2015)
1. Loyal Customers are actually the most
important segment to please and should be
one of the priorities in mind of a specific
company.
2. Impulse customers are the best type to do
suggestive selling. They are also second loyal
customers when it comes to attractiveness
in the market.
3. Discount Customer are the contributory to a
company’s cash flow because the products
which are seldom purchased at full price are
actually availed by these customers as best
markdowns.
Customers/Guests/Clients

4. Need-based customers is drive by a


specific need. They buy for a specific
reason and occasion, and because of
this, it may be difficult to convince them
to upsell.
5. Wandering customers generate the
largest amount of traffic as they have no
specific need or desire in mind but yield
the smallest percentage in sales revenue.
This type of customers enjoys social
interaction while shopping.
Quality and Value
• The measure of quality for the guests is
actually based on the difference between
their expectation and their experience (or
as netizens quote it in present meme,
“reality”). By reality, it means what the
guests have experienced in actual sense.
When evaluating quality, one needs to
realize that quality can be high or low
regardless of how its costs the company.
• Value, in relation to quality, would entail
the study of costs. To measure the value
derived from a guest experience, we
need to match if the costs incurred total
or equal to the quality of the experience.
The Customer and the
Definition of value
• Since the tourism and hospitality
industry is a guest-centered or
customer-centered industry, ultimately
it is the customer who defines value.
Discussion Questions

• What is guestology? Why is it important?


• What is a guestologist? What does it take
to be one?
• Why are customer expectations
important?
• Who defines quality and value?
• What is value? What is quality?
Experiential Exercises
As a customer, how would you appraise the
quality and value of a service? And if you
are a service provider, how do you ensure
that your guests are taken care of.

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