Quality Flashcards
serving a manner which suits to tourist within the limits of the industry
Quality
one of the major challenges facing the hospitality managers in the opening years of the millennium
Delivering quality service
Service Strategy Options Support Competitive Advantage
GOODS AND SERVICES SELECTION
exist in the selection, definition, and design of services
GOODS AND SERVICES SELECTION
offering a distinctly unique and high-quality services; low-cost strategy, by designing a service that can be produced with a minimum cost
GOODS AND SERVICES SELECTION
growing rapidly say design is integral
90% of business
say the same
26% of static companies
see design as integral have developed new services in the last three years
almost 70% of companies
Companies judged to be effective users of design had financial performance
200%
can help to reduce costs by making processes more efficient and cutting materials costs
design
Because services die, because services must be weeded out and replaced, because firms generate most of their revenue and profit from new services
GENERATING NEW SERVICE
New Services Opportunities
A. Understanding the customer is the premier issue in new service development.
B. Economic change brings increasing levels of affluence (prosperity) in the long run economic cycles and price changes in the short run.
C. Sociological and demographic change may appear in such factors as decreasing family size
D. Technological change makes possible.
E. Political/legal change brings about new trade agreements, tariffs, and government contract requirements.
F. Other changes may be brought about through market practice, professional standards, suppliers distributors.
many new services to not succeed Service selection, definition, and design occur frequently, perhaps hundreds of times for each financially successful service
Importance of new services
An effective service strategy links service decision with cash flows, market dynamics, service life cycle, and the organization’s activities
Service development system
Sources of ideas
A. Marketing people see the need for something their customers want
B. Production people see opportunities to improve methods and process
C. Everyone in an organization is a potential source of ideas
D. Outside the company, as from its customers, or the public, or form sources within the firm not directly responsible for new service ideas like its employees.
Stages in developing a marketable service
A. Initiation of an idea
B. Gathering of necessary data on the market ability of the service
C. Screening of the gathered data by the preliminary service review committee consisting of specialists from the sales, administration, production, and design departments
D. Determination of the service with the combined efforts of the market research, service development, and service design.
F. Checking of the service development results and pre-tasting for marketability
G. Organizing the initiation of the service
H. Field test of the service on its marketability
I. Review of the design based on test result and from the point of view of economic considerations
J. Standardization of the service criteria and the method of providing the service
Organizing for service development (approaches)
A. Traditional US approach to product development is an organization with distinct departments
B. Assign a service manager to champion the service through development system and related organizations
C. Use of teams. This is perhaps the best used in US Such beams are variously known as service development teams, and value engineering
D. Japanese approach
Traditional US approach to product development is an organization with distinct departments
- A research and development department to do the necessary research
- An engineering department to design the service.
- A service engineering department to design a service that can be provided.
- An operations department that provides the service
usually done by design engineers
Value Engineering
value analysis
Value Engineering
usually done by the purchasing department
Value analysis
Value engineering can be divided into five phases:
A. An information phase, getting all the available facts concerning the item being studied and answering them
B. Creative phase, checklist are
C. Evaluation phase, ideas are refined.
D. Program planning, with a certain approach selected, the next step is to develop the more promising ideas.
E. Reporting chase, when value engineers have fully developed their recommendations
Designing services is challenging because they often have unique characteristics
Service Design
Designing services is challenging because they often have unique characteristics
A. One technique is to design the product so that customization is delayed as late in the process as possible
B. To modularize the product so that customization takes the form of changing modules.
C. Another approach to the design of services is to divide into small parts and identify those parts that lend themselves to automation or reduces customer interaction.
D. Because of the high customer interaction many service industries, a fourth technique is to focus design in the so-called moment of truth when the relationship between the provider and the customer is crucial.
The documentation for a service will often take the form explicit job instructions that specify what is happen at the moment of truth
Documents for services
Example of service documentation for production
drive-up teller stations
may find it helpful to think in terms of four R’s as they address sustainability.
Managers
four R’s
Resources
Recycling
Regulations
Reputation
Design Criteria
A. Feasibility
B. Acceptability
C. Vulnerability
This is the ability of an operation to produce a process, product or services.
Feasibility
The attractiveness to the operation of a process product or services
Acceptability
The risks taken by the operation in adopting a process, product or service.
Vulnerability
how worthwhile is it?
Acceptability
how difficult is it?
Feasibility
what could go wrong?
Vulnerability
Being pessimistic, what could go wrong if we adopt the option? What would be the consequences of everything going
wrong?
downside risk of an option
