The Role of Service in the Hospitality Industry

Chapter Fifteen

Characteristics of Service

Involves the guest’s experience and the staff’s performance

Guest and server are both part of transaction Quality control is difficult Standard must be zero defects Production and consumption are

simultaneous (There is no inventory)

Three Types of Service Transactions Electronic-mechanical Indirect personal Face-to-face

Product View of Service

Focuses on the tasks that make up service Emphasizes controlling employee

behavior Controls cost of transaction/process

objective, measurable standards Concentrates on what we do

Process View of Service

Emphasizes interaction between the service organization and the guest

Empowers employees to satisfy guests’ needs and desires

Empowers employees to solve guests’ problems

Concentrates on what the guest wants

Setting a Service Strategy

Choose market segment or segments Determine appropriate service level and

standards Do not over promise Fulfill expectations

Management’s Responsibilities in Establishing and Maintaining a Service Culture Keep stated service policies and actual practice

the same Communicate management position to

employees Treat employees as internal customers Remove obstacles that keep people from doing

their jobs Restrain bureaucracy

Making the Employee the Product Hire people who fit with the company and the service

team Emphasize cross-training Provide core training Motivate through feedback and rewards Establish award programs that recognize excellence Involve employees in setting service standards and

developing procedures