Chapter 1

Introduction to Quality Service

Mgt. in Tourism and Hospitality

Prepared by: HANNAH REJOICE N. ERLINA, MSHM

LEARNING OBJECTIVES:

At the end of this chapter, the students should be able to:

 Define what is quality ;
 Determine the different dimensions of quality;
 Identify the distinction between goods, services, and
service products; and
 Gain insights on the contributions made by the pioneers of
total quality management and service management.
WHAT IS TOURISM AND HOSPITALITY?
IMPORTANCE OF TOURISM AND HOSPITALITY?
DISADVANTAGES OF TOURISM AND HOSPITALITY?
 What is Quality?
Joseph Juran, one of the pioneers in “quality” research, defined quality as
“fitness for use”. This means that the concept of quality is variable to the one
defining it. We cannot say that the service of a casual dining restaurant has high
quality if we have no intention of dining in the said restaurant. It is because we
are not intended for the said restaurant, so we have no means in determining
quality.

The International Organization for Standardization (ISO), the world body for
standard formulation, also defined quality as “the totality of features and
characteristics of a good or service that bear on its ability to satisfy a given or
implied need.” In the definition, it is clear that a “given or implied need” should
be addressed and this is usually defined by the user, in our case, our guest or
restaurant staff from which he/she will address the criteria for quality.
What is Quality Service Management?
Importance of QSM?
Service Product: Goods and Services
 Product - can be defined as anything that we can offer to a market
attention, acquisition, use, or consumption that could satisfy a need or
want. The definition of product must be extended to include intangible
objects as well because they can also be offered to a market.

 Goods - according to Hill (1999), refer to physical objects for which a

demand exists; their physical attributes are preserved over time; and
their ownership can be established, can exist independently of the
owner, and can be traded on markets.
Dimensions of Quality for Service Products
Garvin (1987), in an article in Harvard Business Review, mentioned that
because of the competition for high quality goods and services and with the
internationalization of said concepts, the following dimensions for quality
should be observed and considered:
 Performance - It refers to a service product’s primary operating
characteristics.
 Features - are dimensions of quality, which are usually cited as secondary
aspect of performance. They are secondary in such a way that they
supplement the basic functioning of a service product.
 Reliability - It refers to the ability to perform the promised service
product dependably and accurately. This means that being able to
provide service as promised is one of the main considerations in
assessing this dimension.
Dimensions of Quality for Service Products
 Conformance - This quality dimension means that a service
product’s design and characteristics should meet the standard
set. Juran became one of the pioneers who specialized on this
area.
 Durability - This dimension is more detectable in goods rather
than in services and it has both technical and economic
dimensions. Technically, durability can refer to the amount of
use before a specific product deteriorates.
 Serviceability - The sixth dimension of quality, again more
inclined toward goods rather than services, is serviceability or
the speed, courtesy, competence, and ease of repair.
Dimensions of Quality for Service Products

 Aesthetics - This dimension, along with the last

dimension, are highly subjective. Aesthetics- how a service
product is perceived- is clearly a matter of personal
judgement.
 Perceived Quality - Guests usually do not have a complete
guide on a service product’s dimensions; unknowingly,
they are indirectly measuring and this measurement is the
only basis for them to compare brands. Corporate
reputation is its most prized possession and is the focus of
perceived quality.
Notable People in Service Quality
diagram that highlights the cause and effect of the activities and processes while in
constant search of quality in operations.
In services marketing and management
especially noted for increasing the Review’s circulation and for popularizing the term globalization. In
1983, he proposed a definition for corporate purpose: Rather than merely making money, it is to
create and keep a customer.