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Cornell Hospitality - PFK Hospitality Research - guest satisfaction is heavily influenced by service factors - Attitude and pacing of service.
Client satisfaction = Higher revenue > Price and location.
Total Quality (TQ) - integrate all employees,
from management to front-level (Continuos learning, Increasing goal of customer satisfaction).
Total Quality Management (TQM) - process where service expectations are created by the entire team (Management + Employees).
Key Challenges and Benefits to Employees
1. time and expense associated with training (Seasonal workplace/ Environment)
- DIfficult to measure ^ ROI
-Key benefits may include improved employee attraction/recruitment, retention, engagement, and
innovation
-Most effective - Development > Deficiencies
-Foundation for effective service delivery
- improved skills and attitudes (Better communication, understanding, morale, self-satisfaction, and work satisfaction)
- Employee and management both benefits = Employees have a tangible way of demonstrating mastery of service knowledgeand skills, and employers have tools to assist with the recruitment and screening of potential staff.
Customer Orientation
- set of activities, behaviours, beliefs = customer interest and superior customer value =/= positive attributes unless specifically trained towards customer orientation
- customer - Service = competition
- Customer service (different skills) ^ Overall customer oriented organization is better to meet customer orientation.
5 SERVIQUAL model (RATER)
1. Reliability - Consistent
2. Assurance - Ability to convey trust and confidence
3. Tangibles - Physical facilities, equipment, and appearance of staff
4. Empathy - Degree of caring (inividualized attention to its customers)
5. Responsiveness - Willingness of staff to help customers
Customer Relationship Management (CRM) - are tools used by businesses to select customers and maintain relationships
Putting customer at the heart of your business
Customer service (Process) vs Customer experience (Result)
Going an extra mile to provide a better customer service = exceeds whats the customer wants
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