Week 3<MODULE 2>

Introduction to Hospitality and

Tourism Services Marketing
 What is service quality?
“The outcome of an evaluation process where the
consumer compares his expectations with the service, he
perceived he has received.” - Grönroos

“An attitude related, but not equivalent to satisfaction

and result from a comparison of expectation with
perception of performance.”- Prasuraman, Zeithaml and
Berry
 “A way of measuring how very well the services
level provided matches customers’ expectations with
a consistent basis” -Webster

“Service quality is the ability to satisfy as well as

meet or go over the customers’ expectation.” -Lee,
Khong and Ghista
 “An action or an activity which can be offered by a
party to another party, which is basically intangible and not
affect any ownership. Service may be related to tangible
product or intangible product.” -Philip Kotler (1997)

“Service quality is a focused evaluation that reflects

the customer’s perception of specific dimensions of service
namely, reliability, responsiveness, assurance, empathy and
tangibles” –Zeithhaml and Bitner (2003)
 10 dimension or types of service quality
1. Reliability 6. Safety & Security
2. Responsiveness 7. Environments
3. Empathy & Tailoring 8. User Interfaces
4. Competence & 9. Tangibles
Diligence 10. Experience
5. Consistency -John Spacey (2017)
Practical methods for in measuring
service quality
1. Serqual 6. Customer effort score

2. Mystery shopping 7. Social media monitoring

3. Post Service Rating 8. Documentation analysis

4. Follow up survey 9. Objective service metrics

5. In App survey -Pascal (2016)

 CUSTOMER SATISFACTION
“Customer satisfaction is essential for corporate
survival.” – Vavra (1997)
“Knowledge of customer expectations and
requirements is essential for two reasons – it provides
understanding of how the customer defines quality of
services and products, and facilitates the development of a
customer satisfaction questionnaire.” -Hayes (1997).
The customer satisfaction is a determinant of the
level of the success of a business. However,
customer satisfaction is not only met by giving
them a quality service but also satisfying them
with different elements around your business.
Elements that affecting customer satisfaction

• Customer Service
• Environment
• Security
• Value
• Measurability
 Measuring Customer Satisfaction
1.Direct method
a. Getting customer feedback through third party agencies.
b. Direct marketing, in-house call centers, complaint handling
department could be treated as first point of contact for getting
customer feedback. These feedbacks are compiled to analyze
customers’ perception.
c. Getting customer feedback through face to face conversation
or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and
questionnaires.
2. Indirect Method

Customer Complaints

Customer Loyalty
Importance of service quality &
customer satisfaction
• Customer loyalty
• Happier environment
• Increased security
• Better value
 10 patterns that have reshaped the
industry
• Virtual people group • Experience economy
• Sharing economy • Asset the executive
rehearse
• Online travel agents
• Professionalism
• Digitalized visitor
encounters • Generation Y & Z
• Booming worldwide the • Sustainability
travel industry
Today – Hospitality industry 2.0

• Standardization can never again be the standard

• To make esteem, center on specialty markets

• Exploit innovation as quickening agent for

business
• Social duty is a good & monetary commitment
• Develop progressively responsive & versatile plan
of action
• Manage abilities effectively
End of Module 2

Thank you !!!