Course code : TRSM6099

Course name : Hospitality & Service Excellent

Effective Period : February 2020
Load : 2 SKS

Hospitality & Service

Excellent

Session #11- Week 11 GSLC

Managing Service
Delivery

Session #11- Week 11 GSLC

 Learning Objectives

LO-3 : Use service excellence, service quality and

service delivery method to gain customer
satisfaction in hospitality industry
 Sub Topics

1. Techniques and method for assessing service quality

2. Measuring service quality after the experience
Techniques and method for assessing service quality

• A variety of methods are available to measure the quality of

the service experience.
• These methods differ in cost, accuracy, anddegree of guest
inconvenience.
• Selecting the best method requiresbalancing the organization's
strategic goals and the cost of achieving them.
• The balance depends upon the information needed, the extent
and precision of the research expertise required to gather and
interpret the information, and the availability of funding.
• As a rule, the more accurate and precise the data, the more
expensive it is to acquire it.
• The simplest and least expensive technique to assess service
quality is to encourage managers to be observant of the
interactions between employees and guests.
• The advantage of managerial observation is that managers
know their own business, its goals, capabilities, and service
quality standards.
• They know when employees deliver aquality service experience.
• At its best, these observations do not inconvenience guests and
permit immediate correction of a customer service problem.
• Employee feedback about service encounters
supplements managerial observation.
• Employees can provide input on issues such as
cumbersome company policies and control
procedures, managerial reporting structures, or
other processes that inhibit effective service delivery.
• They know first hand about organizational
impediments that prevent them from delivering
quality service.
• A diagnostic tool that uncovers a firm’s broad
weaknesses and strengths in the area of service
quality
• Consists of two sections of questions
The first section is comprised of 22 questions that
ask respondents to record their expectations of
excellent firms in the specific service industry
The second section of questions is comprised of 22
matching questions that assess consumer
perceptions of a particular company in that service
industry
Measuring service quality after the experience

• Comment cards
• Toll-free 800 customer service numbers
• Surveys mailed to guests
• Personal interviews or surveys with guests
• Using guests in focus groups
• Conducting telephone surveys with guests
• Using mystery shoppers to evaluate service
 Finding and using the technique
• When the mean expectation score is subtracted from the
mean perception score, a “gap score” is created
• Positive gap scores reflect situations where perceptions
exceed expectations and customers are happy
• Negative gap scores exist where perceptions that are less
than expectations reflect unsatisfactory situations and
customer unhappiness
• When the gap score equals zero, customer perceptions
have met customer expectations, and consumers are
satisfied
 SERVQUAL: The Tangibles Dimension

Tangibles expectations
E1: Excellent companies will have modern-looking equipment
E2: The physical facilities at excellent companies will be visually
appealing
E3: Employees of excellent companies will be neat in appearance
E4: Materials associated with the service (such as pamphlets or
statements) will be visually appealing in an excellent company

Tangibles perceptions
P1: XYZ has modern-looking equipment
P2: XYZ’s physical facilities are visually appealing
P3: XYZ’s employees are neat in appearance
P4: Materials associated with the service (such as pamphlets or
statements) are visually at XYZ
 SERVQUAL:
The Reliability Dimension

Reliability expectations
E5: When excellent companies keep a promise to do something by a
certain time, they will do so
E6: When customers have a problem, excellent companies will show a
sincere interest in solving it
E7: Excellent companies will perform the service right the first time
E8: Excellent companies will provide their services at the time they
promise to do so
E9: Excellent companies will insist on error-free records

Reliability perceptions
P5: When XYZ promises to do something by a certain time, it does so
P6: When you have a problem, XYZ shows a sincere interest in solving it
P7: XYZ performs the service right the first time
P8: XYZ provides its services at the time it promises to do so
P9: XYZ insists on error-free records
 SERVQUAL:
The Responsiveness Dimension

Responsiveness expectations
E10: Employees of excellent companies will tell customers exactly when services will be
performed
E11: Employees of excellent companies will give prompt service to customers
E12: Employees of excellent companies will always be willing to help customers
E13: Employees of excellent companies will never be too busy to respond to customer
requests

Responsiveness perceptions
P10: Employees of XYZ tell you exactly when service will be performed
P11: Employees of XYZ give you prompt service
P12: Employees of XYZ are always willing to help you
P13: Employees of XYZ are never too busy to respond to your requests
 SERVQUAL:
The Assurance Dimension

Assurance expectations
E14: The behavior of employees of excellent companies will instill
confidence in customers
E15: Customers of excellent companies will feel safe in their
transactions
E16: Employees of excellent companies will be consistently courteous
with customers
E17: Employees of excellent companies will have the knowledge to
answer customer questions

Assurance perceptions
P14: The behavior of employees of XYZ instills confidence in customers
P15: You feel safe in your transactions with XYZ
P16: Employees of XYZ are consistently courteous with you
P17: Employees of XYZ have the knowledge to answer your questions
 SERVQUAL:
The Empathy Dimension

Empathy expectations
E18: Excellent companies will give companies individual attention
E19: Excellent companies will have operating hours convenient for all
their customers
E20: Excellent companies will have employees who give customers
personal attention
E21: Excellent companies will have the customer’s best interest at heart
E22: The employees of excellent companies will understand the specific
needs of their customers

Empathy perceptions
P18: XYZ gives you individual attention
P19: XYZ has operating hours convenient to all its customers
P20: XYZ has employees who give you personal attention
P21: XYZ has your best interests at heart
P22: Employees of XYZ understand your specific needs
 Discussion
1. Is it critically important for hospitality organizations to measure
guest satisfaction with service quality and value? Or is it sometimes
sufficient for organizations simply to offer the best service they can
and hope for the best?

2. Regarding to measuring service quality, mentions the expectation

of each dimensions of service quality !