Quality Service

Management
in Tourism and
Hospitality
Industry
Prof. Marjealyn P. Portugal LPT, MBA
The Main objective of every Hospitality and Tourism related businesses is to
provide services to their guest, not just simple service but aims to perform quality
service.

Quality Service in the hospitality industry is one of the most important factors for
gaining a sustainable competitive advantage and customers’ confidence in the
highly competitive marketplace.

Through quality service the hospitality industry can give a great chance to create
competitive differentiation for organizations.

ALWAYS REMEMBER!

A Successful organization delivers

excellent quality service to customers,
and quality service is considered the life
of hospitality and tourism industry

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What is Quality Service?

• Quality service can be define as the extent to which the service fulfils
the needs or expectations of the customers
• It as the overall impression of customers as regards the weakness or
excellence of the service.

What is Service Quality Management?

• It is a measure of how products and service supplied by a company

meets and surpasses consumer expectation.

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Quality service of three dimensions that are important that helps develop the customer’s
recognized service quality. These dimensions are:

PHYSICAL FACILITIES
(structure and interior surface ) STAFF MATERIALS

These three dimensions are divided into two aspects:

• Factional Quality – refers to how it was delivered

• Technical Quality – refers to what is delivered

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Quality service is one of the most important competitive factors in
today's business scene.
Excellent service depends heavily on customer experiences. Great
service environment is key to excellent service quality.

In order to create a great service climate and deliver excellent service

quality, here are three key components need to be considered:

SERVICE STRATEGY SERVICE CUSTOMER RESULTS

PERFORMANCE

Let us define each component and look into examples to better understand them.

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1. Service Strategy Examples of Strategies:

• Service strategy helps • Solve problems quickly

to design, develop and • Listen to your guest and attend to
implement service their needs
management • Exceed expectations and treat guests
• It enables a service as you would a guest in your own
provider to home
consistently out • Personalize your service to meet your
perform competitive guests needs
alternatives over time

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2. Service Performance
• Service performance is a
matter of making sure that the
factional requirements are
being met.
Factors that contributes to service performance:
• Employee Training
- Employee training improves performance
• Employee Empowerment
Example: Praising and acknowledging employee
achievements and efforts
• Employee Rewards
Example: Bonuses, Incentives, Perks, etc.
3. Customer Results

• Is the measuring and gathering of customer

feedbacks.

Example of how to gather customer feedbacks:

• Customer surveys
• Through social media
Key words to remember:

• Service – the Intangible part of a transaction relationship that creates value between provider organization
and its customer, client or guest.

• Tangible products – is a physical object that can be perceived by touch such as building, vehicle, or gadget.

• Intangible Products – products in hospitality industry that cannot be seen and touched but can felt or
experience such as room service and valet service.

2 kinds of guests:

• First-time guests – ma have general expectations

- Build a mind of expectations based on advertising, familiar brand names,
promotional devices, their previous experiences with other hospitality organizations, their
own imaginations and stories and experiences of people they know who have already
been guests.

• Repeat guests – may have more specific expectations based on past experience.
What is Guest Expectations?

Guest expectations are any set of

behaviors or actions that individuals
anticipate when interacting with a
company.
Meeting guest expectations:

To provide good customer service, you need to understand who your customers are
and what they want. Here are some points to consider in meeting guest expectations:

1. Know your customers

Gather information about as many of your
customers as possible. Try to find out what your
customers preferences:

 Needs frequency of availing the service

products
 Lifestyle
 Occupation
 Interests
2. Understand and meet your customers’ needs.

The Expected level of service varies from marketplace to

marketplace, industry and to some extent, from consumer group.
Research your marketplace and your target markets to find our
what your customers expect of your business in your location.
Tailor your level of service to suit your customers’ needs.
EXAMPLES:
BUSINESS TRAVELERS
DESCRIPTION
 Reading, Newspapers, Business
Magazines, Journals etc.
 Mostly arrive Afternoon/ late evening
and departs early in the morning.
NEEDS
• Looks for steady and fast internet
connections, to access email.
• Basic Business center service ( copy,
print, fax)
• Travel Adaptor, Mobile/
iPhone/iPod/iPad
Understanding and meeting guest/customer needs allow
organizations to provide anticipatory service and exceed guest
expectations, these are also the challenges faced by hospitality
organizations.

Anticipatory service
• Is a pro active approach to customer service. Instead of wasting
for problems to happens, it means you can avoid a problem
happening in the fist place.
Guest Experience
• It is the sum total of experience that guest has with the service provider on a
given occasion or set of occasions; also, often referred to as “ Service
Experience”

Components of Guest Experience

These three elements or components that the hospitality organizations has to
work with:

• Sometimes also called as service package or

service product/mix, is why the guest,
1. Service customer or client comes to the organization.
Product • Refers to the entire bundle of tangibles and
intangibles in a transaction with a significant
service factor.
 • The setting or environment in which the
2. Service experience takes place.
Setting
“ Servicescape” – is the landscape within
which service is experienced, has been used to
describe physical aspects of the setting that
contribute to guests’ overall physical feel of
the experience.

Example: Casino hotels have lavish lobbies

Family restaurants serves relatively
simple food at reasonable prices with menu
favorable for children.
 These are employees/staff rendering the service
3. Service and physical production processes (like
delivery system facilities).

Many parts of the service delivery systems must

necessarily be open to consumers who can avail
themselves the service directly and coproduce
the experience.

The service produces by the service delivery

system are intangible memories of experience
that exist only in guests’ minds.