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GUESTOLOGY

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21 views6 pages

GUESTOLOGY

Uploaded by

Shekaina gwen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Tourism and Hospitality

Service Quality Management


Introduction to Goods and Services

The field of tourism and hospitality encompasses various aspects of service


quality management, with a clear distinction between goods and services
being foundational to understanding customer expectations and satisfaction.

Goods
Goods are tangible items purchased wherein ownership fully transfers to the
buyer. They are characterized by the following attributes:
Tangible: Goods can be physically touched and evaluated prior to
purchase.
Transferability: Ownership is completely transferred to the buyer upon
purchase.
Standardization: Goods are identical to others of the same product type,
meaning they maintain consistency.
Storage Capability: They can be stored for future use.
Time Lag: There is a noticeable delay between the production of goods
and their consumption.
Services
In contrast, services are intangible experiences where ownership does not
change hands. Key characteristics include:
Intangible: Services cannot be touched or owned; they are experienced.
Non-transferable: The benefits of a service cannot be transferred from
one person to another.
Variable: The quality and delivery of services can vary based on who
provides them and external factors.
No Storage: Services cannot be stored; they are consumed as they are
produced.

Differentiating Goods and Services


Customers often feel discomfort when paying for services due to the
inability to physically see or test the service beforehand. For example, when
purchasing shoes, a buyer can try them on to gauge fit and comfort;
however, for a service like a foot massage, the service must be experienced
fully before payment is finalized.

Service Products

A service product refers to a combination of services and goods offered by a


business, often termed a service-good mix. This concept applies across
various industries, blending physical products with service delivery to
enhance customer satisfaction.

Understanding Guestology
Coined by Bruce Laval at The Walt Disney Company, guestology represents
a philosophy where all employees treat customers as guests, focusing on
exceeding their expectations. It is defined as the systematic study of
customer behaviors, needs, and expectations in service environments,
allowing organizations to tailor their service practices accordingly.

The Disney Quality Service Compass

The Disney Quality Service Compass consists of four key areas:

1. Guestology
The first area emphasizes understanding clients, their needs, perceptions,
and expectations. While identifying who the clients are is straightforward,
accurately discerning their specific desires is more complex.

2. Standards of Service
The second compass direction involves setting service standards guiding
interactions with clients. These standards cover various interaction details,
such as maintaining eye contact, warmly greeting clients, demonstrating
proper body language, and showing genuine appreciation.

3. Delivery Method Systems


This area considers how services are delivered, including staff interaction,
the environments where services occur (like physical locations and
websites), and the processes employed to ensure quality service delivery.
4. Integration
The final area focuses on the integration of the previous three components.
Continuous evaluation and adaptation of processes ensure services meet
desired outcomes, enabling businesses to remain responsive to client needs
and preferences.

Customer Expectations

Understanding customer expectations is critical for achieving customer


satisfaction. A business must know what its customers desire and expect to
effectively tailor its offerings. This involves collecting data on customer
preferences and experiences and using this information to inform service
design and delivery.

Common Problems Faced by Guests

Guests frequently encounter issues such as:


Staff who are arrogant or uninformed
Failure to respond to customer inquiries
Poor delivery of services
Issues with cleanliness
Problems with amenities and utilities
Billing discrepancies

Types of Customers in Hospitality


Understanding the different types of customers is essential for tailoring
service accordingly. These include:

1. Loyal Customers
Loyal customers, despite forming only about 20% of the customer base,
significantly drive sales revenue. Their satisfaction is paramount as they
often promote a company’s services through positive word of mouth.

2. Impulse Customers
These customers make spontaneous purchases and are amenable to
suggestive selling. Engaging them can yield substantial benefits for
businesses.

3. Discount Customers
Discount customers contribute to cash flow by taking advantage of
markdowns. While their purchases come at lower prices, their business is
still valuable.

4. Need-Based Customers
This group purchases for specific reasons and can be hard to upsell. They
often seek the best price available.

5. Wandering Customers
Wandering customers generate traffic without specific purchasing intent,
making them valuable for insights despite their low revenue contribution.
Value and Quality in Customer Experience

Quality is measured through the gap between customer expectations and


actual experiences. A successful service aligns the costs incurred with the
perceived quality, ensuring customers feel they have received value from
their experience.

Defining Value in Tourism and Hospitality

In the guest-centered tourism and hospitality industry, the customer


ultimately defines value. The principle of “seeing is believing” emphasizes
that the tangible results of service delivery indicate the effectiveness of
service design.

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