Learning Objectives
Chapter 11: People: Services and
Service Quality
1. Identify the two main groups of people
involved in hospitality and travel marketing
and how they interact.
2. Explain the key role played by people in the
marketing mix.
3. 3. Describe the total quality management
(TQM) concept, including its key principles.
4. Identify the benefits of customer codes and
guarantees.
5. Explain the importance of employee
selection, orientation, training, and
motivation programs in delivering service
quality.
Learning Objectives
Chapter 11: People: Services and
Service Quality
6. Describe the concept of empowering
employees and how important this is to
customer satisfaction.
7. Explain the five dimensions of the
SERVQUAL model and how this technique is
used to measure service quality.
8. Explain why the relationship marketing
concept is so important in the hospitality
and travel industry and how it is done
successfully.
9. Describe the customer mix and explain why
organizations must manage it.
Role Played by People in the Marketing
Mix
 Personal service is the key component of the
marketing mix in hospitality and travel.
 People alone can make or break a guest’s
experience.
 No amount of good facilities can make up for
poor service.
Two Main Groups of People Involved in
Hospitality and Tourism
GUESTS
(Customers)
+
HOSTS
(Employees)
Total Quality Management
(TQM)
A process designed to cut down on an
organization’s “defects,” to determine its
customer requirements, and to satisfy these
requirements.
TQM’s key principles are:
1.
2.
3.
4.
5.
Commitment to quality
Focus on customer satisfaction
Assessment of organizational culture
Empowerment of employees and teams
Measurement of quality efforts
TQM
Benefits of Customer Codes and
Guarantees
 Communicate to guests what to expect in the
service delivery.
 Give the organization’s employees a clear
idea of what is expected of them in serving
guests.
 May also articulate what the organization will
do for the guest if the service delivery is not
satisfactory.
Employee Selection, Orientation,
Training, and Motivation
Managing “internal customers”
 Staff selection
 Orientation
 Training
 Motivating and retaining
 Empowering
Empowering Employees
Giving employees the authority to identify and
solve guest problems or complaints “on the
spot,” and to make improvements in work
processes when necessary
 Decentralizing decision-making or
“flattening” the organization chart.
 Having greater trust in subordinates and their
judgments
SERVQUAL Model Dimensions
1. Tangibles (physical facilities, equipment, staff
appearance).
2. Reliability (ability to perform the service
dependably and accurately).
3. Responsiveness (willingness to help
customers and to respond promptly).
4. Assurance (knowledge/courtesy of staff and
ability to portray trust and confidence).
5. Empathy (degree of caring, individualized
service).
Relationship Marketing
Building, maintaining, and enhancing long-term
relationships with individual customers
1. Managing service encounters.
2. Providing customer incentives.
3. Providing special service options.
4. Developing pricing strategies to encourage
long-term use.
5. Maintaining a customer database.
6. Communicating with customers through
direct or specialized media.
Customer Mix
The customer mix is the combination of
customers that use or are attracted to a
specific hospitality and travel organization
They must mix well and not conflict with one
another