15 the role of service in the hospitality industry

The Role of Service in the Hospitality Industry

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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)

• Electronic-mechanical

• Indirect personal

• Face-to-face

Three Types of Service Transactions

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

• 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

Management’s Responsibilities in Establishing and Maintaining a Service Culture

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

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