SERVICE QUALITY

IN

HOSPITALY INDUSTRY WORLDWIDE

TOWARDS

CUSTOMERS / GUESTS SATISFACTION

CHAPTER 1

SERVICE QUALITY ON CUSTOMER

SATISFACTION

It is true that the service quality and the consumers satisfaction are the main burning topic
whiich are addressed by every marketing practices and theories.

The key of success in today s competitive environment in quality services and this will
increase the level of satisfaction.

BASIC SERVICE QUALITY

CHARACTERISTIS & PHYSICAL APPEARANCE

MEASUREMENT(mutu)

OF

SERVICE QUALITY

Behaviour, characteristic, habit of customers are the base of satisfaction which can increase a
firms revenue and profit

 Acording to this tool it has 11 dimension in hospitality industry worldwide

 These are:

1. Tangibility / reality

2. Realiability / trusty
3. Responsivenes

4. Assurance

5. Empathy

6. Rapidity

7. Competence

8. Politeness

9. Security and safety (Reapeat saat menanyakan menu/pesanan)

10. Accessbility

11. Comunication

 Later on many reality works have applied thev instrument to measure

service quality in different kind o business

1. TANGIBILITY

 The existence of the physical support of service, personnel communication.

(carakomunikasi intonasi dll, )

 The tangible service indicator consist of cleanliness, employees wear neat

and clean dreasses, well-grooming/appeearance.

2. REABILITY / TRUSTY / CREADIBILITY (Kepercayaan)

 The creadibility and honesty of the service-providing in company in

hospitality industry.

 The capacity of correct fulfillment of the service from the very frist contact
with contact with the client.

 It describes the capabilities to fulfill promised service accurately.

 Services delivered as a hotel promised to costomer / guest with accurate

charges

 It is also important to fulfill promises on time and in an systematic way.

3. RESPONSIVENESS (Tangapan)
  It describe the inentions of the firm and its willingnesss towards costumers’
help , mean that the employees always willing to help the customers and
they should have a time to respond to customers request.

 Tell the costumers/guest exact time about service deliveries. Employees

are available for prompt services (pelayanan tepat).

4. ASSURANCE(menjamin kata2 tidak menipu)

 It involvess the understandings and courtesy of employees, their
capabilities to confidence, trust. Assurance consists of courtesy,
competence, security and credibility(sopan santun, kemampuan,ic jaminan
kata2 cara berbicara meyakinkan)
 In Hotel point of view a customer feel safe while consuming servives and
feel secure at his stay( konsumen merasa aman tinggal dihotel) meet
guiden savety security
 Employees must have a skills and knowledge to perform polite and
courteous sopan services. (keterampilan ramah tamah, penampilan yang
sopan)
 Employees must be trustworthy so that the customer feels safety in his
financial transactions. (tamu menginap membayar mahal)
EMPATHY
 It consists of caring /peduli and responsiveness tangap to customers
 This empathy contains communacation cara berkomunikasi mengetahui keramahan
seseorang, access and undertandingh the customer.
 Hotel service must have availability of tools/ apparatuses etc. The location is easily
findable andf served food must polite.
 The widely used in services indusrty by the academics and practicing managers secara
keseluruhan harus diarahakan sesuai dilapangan throughout the world, it needs tobe
modified based on hotel consumers andd their needs language / cultural differences.
 To measure metakarkan service quality with coustumer satisfaction point of view. The
superior atasan forecaster pengira of service quality. Performance supporte service
quality.penampilan mendukung kualitas
5. RAPIDITY keceptan waktu diutamakan
 The carrying out of a service within the time limits desired and accepted by the client/
customer /guest.tepat waktu dalam perjanjian dlltamu walk in, order
6. COMPETENCE mutu kualitas /pintar
 The serving personnel have the information and capabilities necessary for the carrying
outs of the service directory inform = event dijakarta
 7. POLITENESS
 The politeness, kindness and respect of the contact personel towars the
client/customer/guest.

9.SECURITY AND SAVETY

 The avoidable of danger, risk and doubt when providing the sservice.
10. ACCESSIBILITY
 The easiness with which the service can be used at the desired moment
12. COMMUNICATION
 The client is informed correctly, in a language which is easy and accessible to theclient
to understand and the employees have the ability to listen and understand the clients.
 Knowledge on client understanding clients ‘ needs and behavior.
 The hotel hospitality services have to provide customer/
Guest evaluation to fill out “ Costomer’s / Guest’s Questionaire form meningkatkan
pelayanan lebih baik.
 So the consumers evaluation fo services and its quality are very importantb for
hospitality services/hotel/firms those which have an objective to make good
marketing strategies.
 The hospitality industry which provide competitive service qualites they also have a
lot of satisfied and based on loyal customers.
 Thus the issuecaranya of customer satisfaction and service, quality is very important
for research, nowdays every company tries to improve its Service Quality for customer
satisfation.
 It is the mostly used and tersted inspection tool measure service quality.
 There are some studies shows the relation of quality and customers satisfaction about
the hospitality provider firms.`
 But most of the studies are limited with focusing only on costumer satifaction and
service quality
 What impact delivering service quality, this is a tool developed.
 Hotel industry have to measuremengukur service quality and improve their service
quality to get better customer satification.
 For this purpose following questions are developed to find solutions.
 Is there any relationship between customer satisfactions with services quality
perception?
 CHAPTER 2
VARIEATY SERVICES
 The definition of service quality is often type of person to person according to the
situation, service quality definition vary only term of woard used but service delivery
meets, to satisfied customer expections.
 Indicate that service quality is vital indicator for satifaction.
 Pay attention to service quality can help the organization to catch competitive in
services.
 Generally people consider service quality when price and cost remain same.
 The concept of service quality was introduced when the frims realized that only
quality product maintain competitive. Menjaga mutu dari para saingan
 The service quality is explain as the comparison between service performance
penampilan and service expectation.
 They proposed sevice quality to be a function of process quality, pre-purchase
customer expectations and quality.
 Service quality is checked by the differences between customers’ perception of the
service experience and their expectation of service.

CUSTOMER SATISFACTION TOWARDS

SERVICE QUALITY

FRONT OFFICE STAFF & HOUSEKEEPING

AND
FOOD & BEVERAGE STAFF
F & B DEPARTEMENT
AT THE HOTEL
 The trend of world market has changed from agricultural to service markets.
 All of the service quality in order to make customers statisfied with their service,
especially the hotel service industry.
 Hotel operator now focus more on the quality standars in order to meet the basic
needs and expectations of the customers.
 One customers & requirements are cleary indentified and understood hotel operator
are more likely to anticipate and fulfill their customers & needs and wants weekend
red
 The more satisfied the customers are, the more likely they are to return or prolong
their hotel stay.
 The hotels have increased their competition and now instead of having only a nice
room to draw customers in, they offer-high quality staff. As an amemity as well.
 Guest satisfaction is the highest priority for owners and managers competing with
hundreds of other, and personal service is at the top of the travelers
 The most important things when considering a hotel to stay
 In the hotel industry, hotel satff are ranging from top management staff to front line
staff (Front Office , Housekeeping, F&B). Dont stay here
 Front office staff are considered a supporting factor in detemining customer
statisfaction when deciding to return, to recommed the factor in determining
customer satisfaction when deciding to return, to recommend the hotel, or in
demostrating loyalty to a particular hotel
 The front officer is an important function because customers deal with front office
staff as the center of the hotel
 They provide assistance to guests, fulfill their needs, and meet their wants.
 As mentioned above, service quality was determined as the subjective comparison
that customers make between their expectations about a services and the perception
of the way the service has been run
 Front office services have the attributes that are considered most mportant,
particualy in forming the following impression of services quality.
 How well the hotel staff are dressed.
 Ability to resolve problemsm encontered menghadapi by guests.
 Convenience of making the reservation, promptness tepat of the check in/check ot
process. Guest’s cycle hotel/tour guide information.
 Security and safety of guests, caring and individulized attention.
 In the hotel industry, most researchers are interested in maximzing costomer
satisfaction, satisfied customers to return and make the profit to hotel.
 Defined customer satisfaction as a measure of how the customer perceives service
delivery.
 For example, customer satisfaction is a function of service performance relative to the
customer expectation
 For this reason, it is important to understand how customer expectation is formed in
order to identify the factors of services satisfaction.
 Discussed the fact that different customers have different expectations, based on their
knowledged of a product or service
 Customer may estimate what the service performance will be or may the service
performance will be or may think what the perfomance ought to be.
 If the service performance meets or exceeds customers & expectation, the customers
will be satisfied
 On the other hand, customers are more likely to be dissatisfied if the service
performance is less than what they have expected.
 As mentioned earlier, a greater number of satisfied customers will make the hotel
business more successful and more profitable.
 Customer satisfaction regarding the service quality of all areas in the hotel so that the
hotel so that the hotel can assess the customer perception.
 The results of this quantitative assessment of service quality might provide some
insights into how customers feel the service quality and assessed customers’
satisfactions.

5. Telephone operator are responsible for incoming and outgoing call image of hotel
first impression of intonation of voice, to supervision of the hotel hotel sound system,
and the morning call kesan pertama intonasi
6. Night auditor examines the record of guests, payment and offers services to the
guests upon their check in and check out at night
7. Guest relation officers always stand by at the desk near the lobby to offer help
advise and solve the guests , problems
. They need to have good knowledge of the hotel and the major tourist sites in the city
where the hotel is locted
. They also need to be fluent in at least one foregin language.
8. Bellmen are mainly responsible for the guests, luggage. They taje the hotel guests
to their room after they are informed about the room number and are given the
room the key.
 Somestimes, they need to answer or inform the guests about other hotel
services & facilities.
 In addition, front staff also are base of operations during an emergemcy
situation such as a fire, bomb threat, medical emergencies
 Apicapble, courteous and professional front office staff can make each guest
stay a pleasant experience and ensure the guests, willngness to return.
 As mentioned above, the front is the most visible departemt in the hotel.
 Front staff must be able to get along with many different types of people, even
in stressful situations.
 These people require following qualifications:
 Firstly, the front office staff should have a good personality, well dressed and
neat.
 Individuals who well dress suggest power and status, therefore, the first
impression is only part of creating a posting relonship between the hotel and
the customers.
 Front office staff must present well grooming appearance to customers
 Secondly, the staff should be competent.
 They should know basic product knowledge, type of rooms and hotel facilities
in hotel
 Suggessted that front office staff should types of rooms and explain each type
of rooms which are single rooms, double rooms , twin rooms suites connecting
rooms and adjoining rooms.
 Thirdly, the guests may have different accents in English and some words are
difficult for front office staff to understand due to the different countries,
particulary, for the use reservations or the operators who deal with customers
by phone.
 Mentioned that front office staff should use alphabetic system which is similar
to the system that used by travel agents and airlines.
 Moreover, ponted out that when telephone operators answer the telephone,
they should identy themeselves, announce the name of the hotel, with the
additon greeting time of the day-your name and assistaingnce.
 For example. Ma Maison Hotel, good morning/evening
 Good comunication skills are required in dealing with constumers, and
hardwork to resolve problems when they arise
 The important thing, the front office staff will also reflect the image of the
hotel to the customers and they have a keen sense to anticipate the guests,
needs and their expectations,
 In conculusion, front office staff should make their guests happy and satifed

Chapter 6

Quality of Services

 Services quality is the result of the comparasion that customers make between
their expections about a service and their perception of the way the service has
been performed
 The differences between customers expectation of services and their perceived
serviced
 Access involves approach, ability and ease of contact, it means the service is
easily accessible by telephone, waiting time to receive service is not extensive,
hours of operation are convenient
 Comunication means keeping customers informed in language they can
understand it means listening to customers, adjusting and speaking simply
with a new comer
 Understanding the customers means making the effort to understand the
customer’s need
 It includes learning the customers specific requirements providing
individualized attention recognizing the regular custom
Example :
The staff acknowledge the presence of customers at the reception and with a
verbal greeting
Example :
The staff are keeping eye contact using customers, names and asking
customers to return their key upon depature

It is clear from the above results that guest like to be given enough
individualized attention and treated with care