Lesson 2 Flashcards
has to start with top management and flow down.
The Service Culture
focuses on serving and satisfying the customer.
The Service Culture
The Service Culture:
Focus on Customer Satisfaction
Starts with Leadership
Hire the Right People
Training and Support
Clear Expectations
Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are purchased
Intangibility.
Four Characteristics of Services:
Intangibility.
Unity.
Flexibility.
Time sensitive in Services
Service quality depends on who provides the services and when and where they are provided.
Flexibility.
In most hospitality services, both the service provider and the customer must be present for the transaction to occur.
Unity.
It’ s a model that connects employee satisfaction, customer satisfaction, and profitability in a service business.
Service Profit Chain
Types of Marketing:
External Marketing
Internal Marketing
Interactive Marketing
marketing by a service firm that recognizes perceived service quality
clepends heavily on the quality of the buyer-seller interaction.
Interactive Marketing
includes all promotional efforts aimed to customers to promote the benefits
of the company and its products and services,
External Marketing
marketing by a service firm to train effectively and motivate its customer-contact employees and the supporting service people to work as a team to provide customer satisfaction
Internal Marketing
Management Strategies for Service Business:
Managing Differentiation
Managing Service Quality
Manage Service Productivity
Resolving Customer Complaints
Managing Employees as Part of the Product
Managing Understood Risk
Managing Capacity and Demand
The offer can include innovative features that set one company’ s offer apart from that of its competitors,
Managing Differentiation.
The solution to price competition is to clevelop a cifferentiated offering.
Managing Differentiation.
With hospitality products, quality is measured by how wellcustomer
expectations are met
Managing Service Quality
is a critical component of customer
retention.
Resolving Customer Complaints.
Who are the pioneers in conducting academic service research
Berry, Parasuraman, and Zeithamil,
10 Lessons to Maintain for Improving Service Quality across Service Industries:
- Listening
- Reliability
- Basic Service
4, Service Design - Recovery
- Surprising Customers
- Fair Play
- Teamwork
- Employee Research
10.Servant Leadership
The human resource and marketing department must work closely
together. The task of internal marketing to employees involves the effective training and motivation of
customer-contact employees and supporting servicepersonnel.
Managing Employees as Part of the Product.
The human resource and marketing department must work closely
together. The task of internal marketing to employees involves the effective training and motivation of
customer-contact employees and supporting servicepersonnel.
Managing Employees as Part of the Product.
The high risk that people perceive when purchasing hospitality products
increases loyalty to companies that have provided them with a consistent product in the past.
Managing Understood Risk.
a key function of hospitality marketing. First, services must adijust their operating systems to enable the
business to operate at maximum capacity. Second, they must remember that their goal is to create satisfied customer. Research has shown that customer complaints increase when service firms operate
above 80 percent of their capacity
Managing Capacity and Demand.
is responsible for matching capacity with demand on a long-term basis
Corporate management
are responsible for matching capacity with fluctuations in short-ter demand.
unit managers
The Acronym SSTs stands for:
Self-service technologies
is one method used to manage demand.
Pricing
Usually, if the date is flexible, the manager shifts the date to a period when the hotel is not projected to
sellout and needs the business.
Shift Demand
is another method that hotels, restaurants, trains, and airlines use to match demand with capacity.
Overbooking
is another method that hotels, restaurants, trains, and airlines use to match demand with capacity.
Overbooking
Hotels and restaurants often use ______ to monitor demand
reservations
is a pricing method using price as a means of matching demand with capacity.
Revenue Management
When capacity exceeds demand and guests are willing to wait, queues form.
revenue management
Who is a service expert, that provices the following tips for the management of a waiting line
David Maister
During slow periods, this can be an effective way of building business.
creative promotions
the object of it is to increase dlemand or, to shift the dlemand curve to the left.
promotion
allows a business to increase its capacity, but it does not prevent situations where demand exceeds capacity
Capacity Management
can increase capacity to accommodate
short-term demand
Rent or Share Extra Faciities and Equipment
used to expand capacity during an unusually busy day or meal
period or during the busy months of the year for seasonal businesses.
Part-Time Employees
To offset losses, some businesses charge guests for no-shows with guaranteedreservalions.
No-Show Policies
Service providers must carefully manage capacity and cemand to avoid lost revenue
Maximizing Revenue
Socioeconomic and Demographic Variables:
▪︎ Age
▪︎ Education
▪︎ Sex
▪︎ Income
▪︎ Family Size
▪︎ Family Life Cycle
▪︎ Social Class
▪︎ Home Ownership
▪︎ Second Home Ownership
▪︎ Race or Ethnic Group
▪︎ Occupation
Product-Related Variables:
▪︎ Recreation Activity
▪︎ Equipment Type
▪︎ Volume Usage
▪︎ Brand Loyalty
▪︎ Benefit Expectations
▪︎ Length of Stay
▪︎ Transportation Mode
▪︎ Experience Preferences
▪︎ Participation Patterns
Psychographic Variables:
Life Style
Attitudes, Interests, Opinions
Motivations
Geographic Variables:
Region
Market Area
Urban, Suburban, Rural City Size
Population Density
