hospitality Flashcards
What is hospitality?
Hospitality is the provision of overnight accommodation for people staying away from home, and the provision of sustenance for people eating away from home or not preparing their own meals.
What is hospitableness?
Hospitableness refers to the attitude towards and treatment of people away from home.
What are the four characteristics of services?
Intangibility, Heterogeneity, Inseparability, Perishability.
What is intangibility in services?
You cannot touch and feel a service; but you can use tangibles to supplement the experience.
What is heterogeneity in services?
Production is difficult, if not impossible to replicate.
What is inseparability in services?
Simultaneous Production and Consumption.
What is perishability in services?
You cannot ‘save’ a service.
What are the 7Ps of the marketing mix for services?
Product, Price, Place, Promotion, People, Physical Evidence, Process.
What does ‘Product’ include in the marketing mix?
Physical good features, Quality level, Accessories, Packaging, Warranties, Product lines, Branding, Product-support services.
What does ‘Price’ include in the marketing mix?
Flexibility, Price level, Terms, Differentiation, Discounts, Allowances.
What does ‘Place’ include in the marketing mix?
Channel types, Exposure, Intermediaries, Outlet locations, Transportation, Storage managing channels.
What does ‘Promotion’ include in the marketing mix?
Promotion blend, Salespeople, Advertising, Sale promotion, publicity, internet/web strategy.
What does ‘People’ include in the marketing mix?
Employees, Customers.
What does ‘Physical Evidence’ include in the marketing mix?
Facility design, Equipment, Signage, Employee dress, Web pages, other tangibles (reports, business cards, statement, guarantees).
What does ‘Process’ include in the marketing mix?
Flow of activities, Number of steps, customer involvement.
What is the Listening Gap?
Companies need to do sufficient research to understand customer needs and wants.
What is the Service Design and Standards Gap?
Standards need to be carefully designed to reflect customer expectations.
What is the Service Performance Gap?
Must be backed by adequate resources - people, systems, technology.
What is the Communication Gap?
Don’t over promise! This inflates expectations and makes it hard to deliver.
What are expectations in service?
Expectations is a strong belief that something should, will, would, usually happen.
What are perceptions in service?
Perceptions is the process of recognising and interpreting sensory stimuli.
What is service quality?
The customer’s judgement of overall excellence of the service provided in relation to the quality that was expected.
What are levels of expectations?
Basic needs like cleanliness and comfort to higher-level aspirations like personalised service and unique experience.
What are zones of tolerance?
The range between desired and adequate.
What are explicit service promises?
Personal and non-personal statements about the service to the customer from staff, webpage, adverts, brochures, written publications.
What are implicit service promises?
When inferences are drawn about what the service will be like; cues such as price and tangibles dominate implicit service performance.
What is word-of-mouth communication?
Communicated by non-company people and perceived as very credible.
What influences desired and adequate service?
Desired and Predicted Service, Explicit service promises, Implicit service promises, Word-of-mouth communication, Past experience.
What is reliability in service quality dimensions?
Ability to perform the promised service dependably and accurately.
What is assurance in service quality dimensions?
Knowledge and courtesy of employees and their ability to inspire trust and confidence.
What are tangibles in service quality dimensions?
Physical facilities, equipment, and appearance of personnel.
What is empathy in service quality dimensions?
Caring, individualised attention the firm provides its customers.
What is responsiveness in service quality dimensions?
Willingness to help customers and provide prompt service.
What are reasons for the Listening Gap?
Inadequate customer research orientation, Lack of upward communication, Insufficient relationship focus, Inadequate service recovery.
What is a service research program?
A service research program can be defined as the portfolio of research studies and types needed to address research objectives and execute an overall measurement strategy.
What is market segmentation?
The division of the overall market for a specific service into groups of people within common characteristics.
What is positioning in marketing?
The development of a service and marketing mix to occupy a specific place in the minds of customers within target markets.
What are benefits of relationship marketing for customers?
Receipt of greater value, Confidence benefits, Social benefits, Special treatment benefits.
What are benefits of relationship marketing for firms?
Economic benefits, Customer behaviour benefits, Human resource management benefits.
What does the Tip of the Iceberg model describe?
Describes how customers can become more loyal after a company successfully recovers from a service failure than if the failure had never occurred.
What are service recovery strategies?
Acknowledge the problem, Apologizing sincerely, Offering a solution or compensation, Following up to ensure customer satisfaction and rebuild trust.
What is outcome fairness?
Outcome (compensation) should match the customer’s level of dissatisfaction; equality with what other customers receive; choices.
What is procedural fairness?
Fairness in terms of policies, rules, timeliness of the complaint process; clarity, speed, no hassles; also choices: ‘What can we do to compensate you…?’
What is interactional fairness?
Politeness, care, and honesty on the part of the company and its employees; rude behaviour on the part of employees may be due to lack of training and empowerment.
