QUALITY SERVICE

MANAGEMENT IN
TOURISM AND
HOSPITALITY
 Learning Objectives:
Chapter 6
At the end of this chapter, the students
should be able to:
Designing · Understand the concept of service design;

and · Comprehend the challenges of service

innovation and design;

Managing · Be familiar with the different service

design principles;
Services · Learn the differences among the types of
service setting;
· Explain the necessity for service process
redesign; and
· Understand how service process redesign
can improve service quality and
productivity.
 Concept of
Service Innovation
Service Design
and Design
Design is a term often The uniqueness of the
related to the physical tourism and hospitality
structure or model of industry as a service-
certain products that is oriented industry has
aimed to provide more made the delivery,
value, better efficiency, or description, and
enhanced performance of communication of its
the goods. product difficult.
 Service Design Principles

There are five principles of design that are followed by professionals. These are founded
on the idea that service design is focused on delivering quality customer experience.
1. Holistic. Although the designed is focused on the customer, the organization should
not forget the idea that the environment plays a big role or influence on how well services
could be delivered.
2. Co-creative. Aside from the environment, those who create service designs should
also look and take into account the stakeholders who, in one way or another, may
influence the design.
3. User-centered. Design must focus on how customers expect how the products or
services will be delivered.
4. Sequencing. Products and services most often are delivered from a combination of
interrelated actions come out with an output which is the product or service.
5. Evidencing. Services should somehow create a visual expectation of the product.
 1. Service Provision Innovation. It is the service offered by the firms which are
either new or improvements of existing services.
The types of this innovation may include: major or fundamental innovations - these
are new services to the market that were not yet offered and often create an impact
to customers, e.g., Internet application; new services for segments that are being
catered to by an existing product that is of same generic need - examples include ride
sharing services competing against taxis or online banking which used to be
supported by over-the-counter transactions; service extensions - inclusion of new
items among the choices of customer, such as new port calls for cruise ships and new
food in the menu; service improvements - changes in features of services; and change
in style - change in color scheme, change in logo design, and website revision among
others.
2. Service Innovation Around Customer.
This happens when the customer’s role is redefined or altered.
3. Innovation Through Solution.
Firms approach the customer need not by the traditional
offering of the products, but by offering activities
translating to provision of solutions, such as consulting in
area of expertise, managed services, design of travel and
vacation, and outsourcing.
4. Service Innovation Through Interconnectivity.
The advancement of technology brought forth the digitization
of most electronic products.
 Blueprinting Service

Blueprinting is an illustration on how services are rendered.

Blueprint provides a tool to dissect different components
and steps in the process.

Some of the steps in blueprinting services are the following:

A. Prepare a diagrammatic format of all the elements and
processes of the service design.
B. Recognize possible decision points and conflict zones or
areas where there could be possible issues and concern that
may arise.
Blueprinting Service
 Blueprinting Service

C. Set standards in terms of allowable adjustments

acceptable from the perspective of both the customer and
the organization.
D. Any photos, slides, or videos of the process can be very
useful as piece of evidence that represent contact points,
encounters, or interactions.
E. Analyze the impact of the pieces of evidence, contact
points, and interactions as regards to the effect of efficiency
and profitability of the organization.
SOME OF THE OTHER METHODS AND TOOLS USED TO ANALYZE SERVICE
PROCESS ARE THE FOLLOWING:

1. Affinity Diagram 15. Prototyping The kinds of

2. Brainstorming
3. Character Profiles
4. Contextual Interview
5. User Journey Map
6. Cultural Probes
7. Documentaries
8. Empathy Probes
9. Ethnographic User Research
10. Experience Prototype
11. Focus Group
12. Immersion (Workshop)
13. Observation
14. Personas
prototyping methods are the
following:
A. Sketches and Diagrams
B. Storyboarding
C. Building Blocks Prototype
D. Role-Play
E. Physical Model
F. User-Driven Prototype
16. Scenarios
17. Service Prototype
18. Shadowing
19. Stakeholder Map
Service Setting

Service setting defined as the physical environment or

background in which service is rendered. The tangible
physical environment is also known as servicescape.
Intangible physical environment deals on ideology,
values, and beliefs.
 Types of Service Setting
There are two aspects on how service settings are classified.

1. Self-service

First, service setting is differentiated based on service participants and

the level of intricacy of service involved.
The first classification is concerned with whom the service setting
would affect. Its emphasis is to differentiate who is exposed to the
design setting and is most likely influence by the design.
The first type of organization is called self-service. Customers of this
organization perform most of the transactions and activities.
 Types of Service Setting
There are two aspects on how service settings are classified.

2. Remote service

The second type of organization is called remote service where in there

are no customer involved in the service setting. In between the two
types are the organizations where both the customer and service
employees are present, called interpersonal services. The second way of
classifying service setting is through service complexity. There are
organizations that are very simple, modest in composition, few pieces of
equipment, and few elements such are termed lean. This type often
provides service from one simple structure and it is often
straightforward in nature.
Redesigning Service Processes

Service process is similar to all other processes that become outdated

because of the changes of factors affecting them such as technology,
customer needs and preferences, presence of new offerings, new
service features, and even changes in policies and laws regulating such.
Indications that service should be redesigned are as follows:
A. The volume of exchanges in communication between customer and
service units is heavy.
B. Growing number of customer complaints about irrelevant and
unnecessary procedures.
C. Exceptions are increasing.
D. Proliferation of review and rechecking steps among new features or
activities.
Redesigning the service process often entails activities that
involve review of the present process and recommend
actions, such as reconstruction, revision, rearrangement, or
substitution of service procedures.
Some of the actions being undertaken by some organization in
redesigning their service process are the following:
A. Review the existing service design
B. Removal of unnecessary steps
C. Eliminating the bottlenecks
D. Shifting to service design to self-service
Question and
Answer
Thank You