Chapter 1
Service quality is a critical success factor in the hospitality and tourism industry, directly
impacting a company’s competitive advantage.
Quality -refers to how well a product or service meets customer expectations.
ISO 9000
Defines quality as the degree to which a set of inherent characteristics fulfills requirements.
Six Sigma Rule
Defines quality as the number of defects per million opportunities.
Quality Definitions by Key Experts
Philip Crosby
Quality is conformance to requirements.
Dr. Edward Deming
Quality is a predictable degree of uniformity and dependability, achieved at low cost, and suited
to market demands.
Dr. Juran
Quality is fitness for use
Armand Feigenbaum
Quality is the total composite of product and service characteristics through engineering,
marketing, manufacturing, and maintenance to meet customer expectations.
Quality in Hospitality and Tourism
Quality in Hospitality means delivering products and services that meet or exceed customer
expectations.
Dimensions of Quality for Service Products
Performance
How well the service or product works (e.g., quick check-in, functional rooms).
Features
The extra aspects or additions that enhance the main service (e.g., free Wi-Fi, complimentary
breakfast).
Reliability
Can the service be counted on to be consistent and accurate?
Conformance
Does the service meet the required standards?
Durability
How long does the service or product last (e.g., long-lasting equipment, few repairs needed)?
Serviceability
How easy it is to fix issues (e.g., prompt response to complaints, efficient repair services)?
Aesthetics
The look, feel, or vibe of the service/product that meets customer preferences (e.g., stylish
decor, pleasant atmosphere).
Perceived Quality
The overall public perception of the product or service, which can affect purchasing decisions.
Service Quality Dimensions
Tangibles: Physical evidence of the service, like cleanliness and the appearance of staff or
facilities.
Reliability: The consistency and dependability of service delivery.
Responsiveness: How quickly and effectively the business addresses customer needs or
issues.
Assurance: The confidence that employees instill in customers through knowledge and
courtesy.
Empathy: The personalized care that a company shows towards each customer.
Goods and Services in Hospitality
Goods
Tangible products that are sold and transferred from seller to buyer, capable of being stored and
evaluated easily.
Services
Intangible offerings, including activities that cannot be separated from the service provider and
are consumed at the point of delivery.
Gurus of Quality
W. Edwards Deming
Emphasized continuous improvement and customer satisfaction. Introduced Total Quality
Management (TQM) philosophy, 14 points, PDCA Cycle.
Joseph Juran
Developed the Juran Trilogy: Quality planning, quality control, quality improvement.
Philip Crosby
Introduced the principle of “doing it right the first time (DIRFT)” focusing on preventing mistakes
before they happen and Zero Defects.
Kaoru Ishikawa
Developed the Ishikawa Diagram (Fishbone Diagram) and quality circles. Known for quality
circles and the Ishikawa diagram, a tool for identifying the root cause of problems.
Armand V. Feigenbaum
Introduced "hidden plant" concept. The idea that a proportion of every factory’s capacity is
wasted due to not getting things right the first time.
Walter A. Shewhart
Originated statistical quality control (SQC) and the PDCA cycle.
Shigeo Shingo
Developed Single-Minute Exchange of Die (SMED) system.
Genichi Taguchi
Focused on designing quality into the product, not inspecting defects after.
Noriaki Kano
Developed the Kano Model for customer satisfaction. Distinguishes essential attributes
from differentiating ones, helping companies understand what truly drives customer loyalty.
Dr. Joseph A. DeFeo
CEO of Juran, expert in breakthrough quality management. Focuses on transformational
change, helping companies enhance customer experiences and drive growth.
Chapter 3
A strategy is a plan designed to achieve a specific business goal by optimizing resources and
improving processes.
Strategic planning is a process of setting priorities, optimizing resources, and adjusting business
direction based on market conditions.
Strategic management involves decision-making and execution of strategies to achieve
business objectives and gain a competitive advantage.
PORTER'S GENERIC STRATEGIES
Porter’s strategies help businesses determine how to compete effectively in the market.
COST LEADERSHIP
Providing services at the lowest possible cost.
DIFFERENTIATION
Offering unique services that justify premium pricing.
FOCUS STRATEGY
Catering to a specific market niche.
Internal and external analysis help businesses assess their strengths and weaknesses while
adapting to market conditions.
A customer value strategy focuses on understanding and fulfilling guest needs to enhance
satisfaction.
TRENDS AFFECTING HOSPITALITY
Hospitality trends shape customer expectations and influence business strategies.
● ONLINE COMMUNITIES (TRIPADVISOR, GOOGLE REVIEWS)
● ONLINE TRAVEL AGENCIES (OTAS) –EXPEDIA, [Link]
● SHARING ECONOMY (AIRBNB, VRBO)
● SUSTAINABILITY & ECO-CONSCIOUSNESS
● BLEISURE TRAVEL (BUSINESS +LEISURE)
● DIGITALIZATION & AUTOMATION
Customer satisfaction is the measure of how well a business meets or exceeds guest
expectations
CUSTOMER SERVICE IN HOSPITALITY
Customer service in hospitality involves creating a welcoming experience for guests before,
during, and after their stay.
● Service quality matters more than price or location.
● Trained employees provide better guest experiences.
● Customer engagement builds long-term loyalty.
Chapter 4
The service setting refers to the environment in which a guest experiences hospitality services,
including ambiance, layout, sounds, and overall atmosphere.
CREATING THE "SHOW"
Coined by Walt Disney, "the show" refers to the immersive experience created by the service
setting, employees, and ambiance.
● Everything a guest sees, hears, and feels is part of the experience.
● Businesses use themes to create a unique and engaging setting.
THEMES CREATE FANTASY
Theming is the use of design elements to create a unique and immersive experience for guests.
● Used in hotels, restaurants, theme parks, and cruise ships.
● Enhances guest experience through visuals and storytelling.
TO THEME OR NOT TO THEME?
✔ ENHANCES GUEST EXPERIENCE.
✔ CREATES A UNIQUE SELLING POINT.
✔ REINFORCESm BRANDING.
✖ LIMITS SERVICE OFFERINGS.
✖ MIGHT NOT APPEAL TO ALL GUESTS.
✖ REQUIRES HIGH MAINTENANCE COSTS.
CONTROL AND FOCUS IN THEMED SETTINGS
A themed experience should guide guests' attention to key elements while avoiding distractions.
THE IMPORTANCE OF SERVICE SETTINGS
● Influences guest expectations (first impressions matter).
● Affects guest mood (ambiance creates emotions).
● Impacts employee satisfaction (a good workspace improves service).
● Forms part of the service itself (luxury hotels vs. budget hotels).
● Ensures safety and functionality (clear navigation and security).
HOW SERVICE ENVIRONMENTS AFFECT GUESTS
● AMBIENT CONDITIONS
● USE OF SPACE
● FUNCTIONAL CONGRUENCE
● SIGNS & SYMBOLS
FACTORS THAT MODERATE GUEST RESPONSES
Key Influences:
● Personal Factors
● Cultural Factors
● Mood and Expectations
COGNITIVE, PHYSIOLOGICAL, AND EMOTIONAL RESPONSES
● COGNITIVE RESPONSES: EXPECTATIONS BASED ON PAST EXPERIENCES.
● PHYSIOLOGICAL RESPONSES: SENSORY REACTIONS (TEMPERATURE,
LIGHTING).
● EMOTIONAL RESPONSES: FEELINGS TRIGGERED BY THE ENVIRONMENT.
