TOURISM MARKETING

Giảng viên: ThS. Trần Thị Hải Vân

Tel/ Zalo: 0708388089
Email: haivan.gvdl.hcmc@gmail.com
 Chapter 2

SERVICE CHARACTERISTICS IN MARKETING

FOR HOSPITALITY AND TOURISM.
CONTENTS

I. Service culture
II. Service characteristics of products
and services
III. Service quality
v Explain the importance of the excellent service culture;

vExplain the service characteristics and the challenges in

managing service in the service industry;

v Enhance knowledge on the importance of service quality

and the GAP model;

vExplore the profound impact of technology on service

I. SERVICE CULTURE

A strong service culture is very important to the business:

Ø Service culture is a shared purpose where each member of the
organisation is focused on creating value for others inside and
outside the organisation;
Ø The company's manager must be very clear of the service culture
it intends to foster.
I. SERVICE CULTURE (cont)

v The service culture encourages the growth of the business and

builds a brand name synonymous with quality.
v An excellent service culture will be supported by highly motivated
employees that show their commitment to delivering high-quality
service to customers
II. SERVICE CHARACTERISTICS OF PRODUCTS AND SERVICES

The defining characteristics of a service are:

v Intangibility: Services are intangible and do not have a physical
existence.
Services cannot be touched, held, tasted or smelt. (This is most
defining feature of a service and that which primarily differentiates it
from a product).
II. SERVICE CHARACTERISTICS OF PRODUCTS AND SERVICES (cont)

v Heterogeneity/Variability: each service offering is unique and

cannot be exactly repeated even by the same service provider.
Products can be mass produced and be homogenous the same is
not true of services.
v Perishability: Services cannot be stored, saved, returned or
resold once they have been used.
Once rendered to a customer the service is completely consumed
and cannot be delivered to another customer.
II. SERVICE CHARACTERISTICS OF PRODUCTS AND SERVICES (cont)

v Inseparability/Simultaneity of production and consumption:

This refers to the fact that services are generated and
consumed within the same time frame.
Moreover, it is very difficult to separate a service from the
service provider.
 II. SERVICE QUALITY

The GAP model

of service quality
The GAP model of service quality

GAP 1: The gap between Customer Expectation and Management

Perception
GAP 2: The gap between Service Quality Specification and Management
Perception
GAP 3: The gap between Service Quality Specification and Service
Delivery
GAP 4: The gap between Service Delivery and External Communication
GAP 5: The gap between the Expected Service and Experienced Service.
The GAP model of service quality

GAP 1: The gap between Customer Expectation and Management

Perception - CUSTOMER GAP
ü This gap arises when the management or service provider does not
correctly analyze what the customer wants or needs.
ü It is due to insufficient communication between contact employees
and managers.
ü There is a lack of market segmentation.
ü The market research is not good
The GAP model of service quality

GAP 2: The gap between Service Quality Specification and Management

Perception - THE KNOWLEDGE GAP
ü This gap arises when the management or service provider might correctly
comprehend what the customer requires, but may not set a performance
standard.
ü The poor service design; Unsystematic new service Development process.
ü The management's perception-service quality specifications-service deliver
gap or the gap between what management perceives customers'
expectations to be and the actual quality specification provided.
The GAP model of service quality

GAP 3: The gap between the Expected Service and Experienced Service
- THE SERVICE DESIGN AND STANDARDS GAP
This gap may arise in situations for the service employees. Because:
ü Improper training, incapability, or unwillingness to meet the set service
standards.
ü The inappropriate evaluation and compensation systems.
ü The ineffective recruitment = is the main cause of this gap.
ü The failure to match the supply and demand can create this gap. There is
also a lack of empowerment, Perceived Control, and framework.
The GAP model of service quality

GAP 4: The gap between Service Delivery and External Communication -

THE SERVICE PERFORMANCE GAP
ü Consumer Expectations are highly influenced by the company
representatives and advertisements.
ü This gap arises when these assumed expectations are not fulfilled at the
time of Delivery of Service.
The GAP model of service quality

GAP 5: The gap between Service Quality Specification and Management

Perception - THE COMMUNICATION GAP
This gap arises when the consumer misunderstands the service quality.
ü Expected service-perceived service gap or gap between the service that
customers expect and the actual service received by the customers
eg A Restaurant Manager may check services to ensure quality and
consumer satisfaction, but the consumer may consider there is something
wrong in the service provided by the restaurant staff.
SERVICE CHARACTERISTICS IN