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Chapter 2 Guestology

quality service management

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Bernadette Reya
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41 views2 pages

Chapter 2 Guestology

quality service management

Uploaded by

Bernadette Reya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 2- GUESTOLOGY

Guestology changes the way traditional thinking operates. Instead of


focusing on maximizing organizational efficiency,
guestology approach forces the organization to start everything it does by
looking systematically at the guest experience from the customer’s
or guest’s point of view. The goal is to create and sustain an organization
that can effectively meet the customer’s expectations and still make a
profit.
Guestology is a term originated by Bruce Laval of the Walt Disney it means
that all organizations employees must treat customers like guest’s point of
view “GPOV”. Guest’s behavior within the hospitality organization are
carefully observed.
Dickson (2010) defined guestology as the scientific study of behaviors,
needs, and expectation of people in a service environment, and how to use
that knowledge to optimally manage a service organization.

Three Aspects of Guestology


1. Service product
 The service product in this part the guestology is the destination itself
together with its people. “the show” will occur when guests feel like
they immersed and part of a living motion picture. In creating “the
show”. It is important that everything in the that guest see, feels,
smell, and other senses reflects to the theme the organization
created.

2. Service setting
 The physical environment that is vital to the success of Guestology
to provide “the show” and bring the guest inti fantasy world. This
strategy has been used by many hospitality organizations to
enhance the guest experience by theming. Through this it will add
value and create a unique setting that will guarantee a guest’s
satisfaction.
3. Service delivery
 This part of guestology can be the most crucial as this is where the
goal exceeding the guest’s expectation will occur and if the service
delivery is successful. It is important to pay attention to every detail
of the delivery of products and services. This includes for example
the servers, front desks, receptionist and other form of service
because they play an important role to the guest’s experience.

Benefits of guestology
 Increase guest satisfaction
 Repeat bisuness
 Increased revenue

Customer satisfaction
 Defined as a collection of thoughts, desires and anticipation that a
customer might have in mid during and after making a purchase
of a product or service from business or brand
Why do we need to meet Guest Expectation?
1. Stand out from competitor
2. Word of mouth marketing
3. Repeat customer
Factors affecting customer expectation
 Previous customer experience
 Costumer interactions and customer engagement
 Customer feedback
How to exceed customer expectation?
 Incorporate – incorporate a winning culture
 Understand – understand the target persona of your business
 Ensure – ensure omni channel experience
 Collect – consistency collect customer feedback

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