tailieunhanh - Lecture Introduction to the hospitality industry (8th Edition): Chapter 15 - Clayton W. Barrows, Tom Powers, Dennis R. Reynolds

Chapter 15 - The role of service in the hospitality industry. After completing this unit, you should be able to: Demonstrate critical importance of tourism policy to competitiveness and sustainability of a tourism destination; outline the structure and content of a typical policy framework for a tourism destination; identify some methods, techniques, and approaches used to assist in tourism policy formulation. | The Role of Service in the Hospitality Industry Chapter 15 Copyright © 2010 by John Wiley & Sons, Inc. All Rights Reserved SERVICE In an industry that is part of the larger service industry, the delivery of good service is vital Word of mouth (good or bad) emanates from the service experience that a customer has Bad word of mouth spreads faster and farther Service is a major point of differentiation SERVICE “Service is all actions and reactions that customers perceive they have purchased” Made up of all “moments of truth” It is how service staff are evaluated Services are produced and consumed at the same time, creating challenges Zero defects is the goal TYPES OF SERVICE There are three types of service: (1) electronic/mechanical; (2) indirect personal transactions; and (3) face to face transactions Standards must be established for each and each must be managed SERVICE TRANSACTIONS PERSONAL SERVICE Personal service is composed of task and interpersonal aspects Task refers to the procedural elements Interpersonal refers to the behavioral elements MANAGING THE SERVICE TRANSACTION Organizations tend to take either a product view or a process view of service Their view drives how service is managed in their organizations McDonald’s takes the product view where all systems are routinized; Four Seasons takes the latter view where everything is focused on the interaction with the guest PRODUCT VS. PROCESS HOW COMPANIES ORGANIZE FOR SERVICE By implementing a service strategy By segmenting the market and servicing specific segments By establishing a service culture By recognizing the importance of people and rewarding them accordingly THE IMPORTANCE OF PEOPLE Selection Training Employee awards Participation in planning SERVICE IS THE SUSTAINABLE COMPETITIVE ADVANTAGE Hospitality products and services tend to be very similar with the exception of service Providing exceptional service should be viewed as an opportunity Much of a company’s reputation is based on individual service transactions | The Role of Service in the Hospitality Industry Chapter 15 Copyright © 2010 by John Wiley & Sons, Inc. All Rights Reserved SERVICE In an industry that is part of the larger service industry, the delivery of good service is vital Word of mouth (good or bad) emanates from the service experience that a customer has Bad word of mouth spreads faster and farther Service is a major point of differentiation SERVICE “Service is all actions and reactions that customers perceive they have purchased” Made up of all “moments of truth” It is how service staff are evaluated Services are produced and consumed at the same time, creating challenges Zero defects is the goal TYPES OF SERVICE There are three types of service: (1) electronic/mechanical; (2) indirect personal transactions; and (3) face to face transactions Standards must be established for each and each must be managed SERVICE TRANSACTIONS PERSONAL SERVICE Personal service is composed of task and interpersonal aspects Task refers to the .