Psychology of Service
HRT 382
Thanks to:
E. Jerome McCarthy, author of “Basic
Marketing: A Managerial Approach”
William B. Martin, author of “Quality
Service: The Restaurant Manager’s
Bible”
Raymond J. Goodman, Jr., author of
“The Management of Service for the
Restaurant Manager”
The Marketing of Service
Marketing Basics
Needs
 Wants
 Demands (a want backed-up with $)

Ability & Willingness
Product vs. Service
Satisfaction
What is “perceived value”?????
Utility

The buyer’s estimate of the product’s capacity to
satisfy their particular need
Value

What the product offers for the price
Satisfaction


The balance between utility and value
The most utility per dollar
Meeting & Exceeding
Expectations
Where do they come from?
E. Jerome McCarthy, in “Basic
Marketing: A Managerial Approach” ,
popularized “The 4 Ps”
Product
 Price
 Place
 Promotion

Maslow’s Hierarchy of Needs
(In reverse order & in F&B terms!)
Physiological Needs
Food, warmth, health, cleanliness
Safety Needs
Job security, safe working conditions, benefits
Social Needs
Belonging, acceptance, friendship
Psychological Needs
Self-esteem, responsibility, status, influence
Self-Actualization
Interesting work, involvement, achievement
Service Quality - Two
Dimensions
Procedural

The mechanical or systems “stuff”
Convivial

Warm & caring service – emotional “stuff”
Procedural Dimension
Accommodation
Anticipation
Timeliness
Organized Flow
Communication
Customer Feedback
Supervision
Convivial Dimension
Attitude
Attentiveness
Tone of Voice
Body Language
Tact
Naming Names
Guidance
Suggestive Selling
Problem Solving
Personal Dimension of
Service
“Hospitality Mentality”
It is easy enough to be pleasant
When life flows along like a song,
But the person worthwhile
Is the person who can smile
When everything goes dead wrong.
Anonymous