Transcript Chapter 11
MARKETING & TRAV E L H O S PI TALI TY Chapter 11 People: Services and Service Quality Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Roles 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 Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Two Main Groups of People Involved in Hospitality and Tourism Guests (customers) Hosts (employees) Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY 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 Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY TQM’s Critical Principles Top management commitment and visionary leadership Human resource management Technical system Information and analysis system Benchmarking Continuous improvement Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY TQM’s Critical Principles (continued) Customer focus Employee satisfaction Union intervention Social responsibility Servicescapes Service culture Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Employee Recruitment, Selection, Orientation, Training, and Motivation Staff recruitment and selection Orientation Training Motivating and retaining Empowering Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY 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 Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY SERVQUAL Model Dimensions 1. Tangibles 2. Reliability 3. Responsiveness 4. Assurance 5. Empathy Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Relationship Marketing 1. Managing service encounters 2. Providing customer incentives 3. Providing special service options Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Relationship Marketing (continued) 4. Developing pricing strategies to encourage long-term use 5. Maintaining a customer database 6. Communicating with customers through direct or specialized media Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved. MARKETING & TRAV E L H O S PI TALI TY Customer Mix The combination of customers (or target markets) that use or are attracted to a specific hospitality and travel organization They must mix well and not conflict with one another Copyright 2010 Delmar, a part of Cengage Learning. All Rights Reserved.