Hospitality and Service Resume
I Kadek Alit Sukariasa
Ritz – Carlton a chain of eighty-Five luxury hotels located around the world, is renowned for outstanding service. The credo is more than just words on paper. 95 percent departing guest report that they’ve had a truly memorable experience. In fact, at Ritz Carlton, exceptional service encounter have become almost commonplace. The staff learn that anyone who receive a customer complaint owns they complaint until it’s resolved. And so they do. When it comes to customer satisfaction. No detail is too small. Customer contact people are taught to greet guest warmly and sincerely. Using guest’ names when possible. They learn to use proper language when speaking to guest “Good morning”, “Certainly” “I’ll be happy to,” and “My Pleasure,” never “Hi” or “How’s it going?”. The Ritz Carlton Basics urge employees to escort the guest to another area of the hotel rather than pointing out direction, to answer the phone within three rings and with a “smile” and to take pride and care in personal appearance. Marketing initially developed in connection with selling physical products, such as tooth paste, cars, steel, and equipment. But today, one of the major trends in many part of the world is the phenomenal growth of services, or product whit little or not physical content. In most developed countries, service account for majority of the gross domestic product (GDP). One of the most important tasks of a hospitality business is to develop the service side of business, specifically, a strong service culture.
The service culture focuses on serving and satisfying the customer. Creation of a service culture has to start with to management and flow down. For example, an organization wants to deliver a quality product, so the management must support and reward attention to customer needs. This means the business missions discuses in Chapter 3 contains a service vision. In a Ritz Carlton, employees are taught to own the customer’s request.
Unlike physical product, services cannot be seen, tasted, felt, heard, or smelled before they are purchased. Prior to boarding an airplane, passenger have nothing but an airline ticket the promise of save delivery to their destination. Members of a hotel sales force cannot take a hotel room whit them on sales call. In fact they do not sell a room. Instead, they sell the right to use a room for a specific period or time. Robert Lewis observed that someone how purchases a service may go away empty-handed, but they do not go away empty-headed. They have memories that can be share with other. Marriott Vacation Clubs International realizes this and has made a deliberate effort to create memorable guest experiences. Marriott realize that white-water rafting trip can create memories that family visiting their Mountainside Resort in Utah will talk about for years. The fun the family experienced while white-water rafting, along with their other experiences at the resort will make them want to return. In the hospitality and travel industry, many of the products sold are intangible experiences.
Service inseparability also means that customers are part of the product. A couple may have chosen a restaurant because it is quite and romantic, but if a group of loud and boisterous conventioneers is seated in the same room, the couple will be disappointed. Managers must manage their customers so the do not create dissatisfaction for other. Hotel customers must know how to use the phone system and express checkout on the television. This means hospitality and travel organization have to train customers just as they train employees. Service are highly variable. Their quality depend on who provide them and when they are provide. Variability or lack of consistency in the product is a major cause of customers disappointment in the hospitality industry.
Here are three steps hospitality firm can take to reduce variability and create consistency.
1. Invest in good hiring and training procedures. Requiting the right employees and providing them with excellent training in crucial. Regardless of whether employees are highly skilled professionals or low-skilled workers. Better trained personnel exhibit six characteristic: Competence: They possess the required skill and know ledge. Courtesy: They are friendly, respectful, and considerate, Credibility: They are trustworthy. Reliability: They perform the service consistently and accurately. Responsiveness: They respond quickly to customers’ request and problems. Communication: They make an effort to understand the customers and communicate clearly.
2. Standardize the service-performance process throughout the organization. Diagramming the service delivery system in a service blueprint can simultaneously map out the service process, the points of customer contact, and the evidence of service from the customer’s points of view..
3. Monitor customer satisfaction. Use suggestion and complaint systems, customer surveys, and comparison shopping. Hospitality companies have the advantage of knowing their customers. We also have e-mail addresses of those who purchase from our web sites. This make it easy to send a customer satisfaction survey after a guest has stayed with us or used our service. Travel intermediaries, such as Travelocity.com, contact guests to see how satisfied they were with a hotel booked on their site. They realize if a customer had a bad experience they may not use their service again, even though they cannot control the service and quality of the hotels they represent, they try to create a consistent experience and set customer expectations by using a star rating system and publishing customer comment. Firm can also developed customer information database and system to permit mor personalized, customized service, especially online.
As we know that Service cannot be stored. A 100-room hotel that sells 60 rooms on a particular night cannot inventory the 40 unused rooms and then sell 140 rooms the next night. Revenue lost from not selling those 40 rooms is gone forever. Because of service perishability, airlines and some hotels charge guest holding guaranteed reservations when they fail to arrive. Service different from tangible product and often require additional marketing approaches. In a product business, products are fairly standardized and can sit on shelves waiting for customers. But in a service business, the customer and frontline service employee interact to create the service. Thus service providers must work to interact effectively with customers to create superior value during service encounters. Effective interaction, in turn, depends on the skills of frontline service employees and on the service production and support processes backing these employees.
Successful service companies focus their attention on both their employees and customers. They understand the service-profit chain, which links service firm profits with employee and customer satisfaction. This chain consists of five links:
1. Healthy service profits and growth --- superior service firm performance.
2. Satisfied and loyal customers --- satisfied customer who remain loyal, repeat purchase, and refer other customers.
3. Greater service value --- more effective and efficient customer value creation and service delivery.
4. Satisfied and productive service employees --- more satisfies, loyal, and hardworking employees.
5. Internal service quality --- superior employees selection and training, a high quality work environment, strong support for those dealing with customers.
Service marketing also quires both internal marketing and interactive marketing. Internal marketing means that the service firm must effectively train and motivate its customer-contact employees and all the supporting service people to work as team to provide customer satisfaction. Interactive marketing means that perceived service quality depends heavily on the quality or the buyer-seller interaction during the service encounter.
Services marketers often complain about the difficulty of differentiating their services from competitors. That customers view the services of different providers as similar, they careless about the provider than price. The solution to price competition is to develop a differentiated offering. One of the major ways that a service firm can differentiate itself is by delivering consistently higher quality than its competitors. The services provider needs to identify the expectations of target customers concerning service quality.
To have effective complaint resolution, managers must empower frontline service employees, to give them authority, responsibility, and incentives they need to recognize, care about and tend to customer needs.Berry, Parasuraman and Zeithamil, pioneers in conducting academic service research, offer ten lessons that they are essentials for improving service quality across service industries.
1. Listening, understand what customers really need and their expectations
2. Reliability that must be a service priority
3. Basic service, keep promise, listen customers, keep informed and determined to value the customers
4. Service design, develop a holistic view of service all at once manage it
5. Recovery, respect complain that means customers give us chance to fix our service problem and solve it
6. Surprising customers, give the customer surprise with a quick response, empathy and courtesy
7. Fair play, show fairness to employee and customers
8. Teamwork, deliver service with care and attentiveness by improving employee motivation and capability
9. Employee research, conduct a research about service problems
10. Servant leadership, make a great leadership to show a shape of nice service
In hospitality industry employees are critical part of the product and marketing mix. The HRD, management and employee must work together, manager must hire a capable and friendly employees and formulates policy that support relation between employee and guest.
The high risk that people perceive when purchasing hospitality products increase loyalty to company that has provided them with a consistent product. About the demand and capacity, managers have two major options for matching capacity with demand, change capacity or change demand, in capacity and demand management is responsible for matching capacity with demand on a long terms basis. Nine things to do by the manager are:
1. Involve the customers in the service delivery system, self service technology allow the customer to serve as the company’s employee. A common example is a self service soft drink dispenser in a fast food restaurant.
2. Cross train employees, in a hotel demand for all services does not rise and fall in unison. One outlet may experience sudden strong demand while other areas enjoy normal levels.
3. Use part time employees, managers can use part time employees to expand capacity during an usually busy day.
4. Rent or share extra facilities and equipment, a hotel must be creative in case they get the high demand, example in meeting they can give the guest the dinner or lunch in different places better than losing them
5. Schedule downtime, hotel can scheduled repaired and maintenance in low demand session
6. Delivery system, adjust the operating system enable to be at maximum capacity on high demand and remember the goals to create a satisfy customer
7. Use price, reducing price in low season or increasing a price in high season is a kind of tactics to manage demands in different seasons
8. Reservations, It can be used to monitor demands and also manage when the demand rise or fallen and customer who already guarantee by reservation can be priority of management
9. Overbook, Must be manage carefully when a hotel fails to manage the reservation it risk losing the future business of guest who reservation not honored, usually better to leave room unoccupied than fail honor a reservation
10. Revenue management, a methodological approach to allocating a perishable and fixed inventory to the most profitable customers
11. Use queuing, use when the guest willing to wait and we have no more capacity usually this way effective to manage demand but the management need to remember some sort thing such as give the guest something to do or to enjoy while they wait such as give the kids the clown to talk to and make sure the guest wait for something fair and they can guarantee about it don’t give so many distraction such as phone ring, joining table in restaurant, etc
In other hands, there are also some way to increase or manage demand such as shift demands the hotels can move the banquets function or MICE to the date where they want the room will be sell and also to do promotion which an effective way in the low seasons.