TOURISM AND HOSPITALITY SERVICE MARKETING AND QUALITY

(WEEK 3 & 4)

Quality customer service

an experience of feeling valued or heard.

Intangibility Services

they cannot be experienced, heard, seen, smell, tasted, or

touched prior to being purchased.

Physical Evidence

Mismanaged physical evidence could harm any business.

Inseparability

A service exists only at the

moment or during the period in which a person

is engaged and engrossed in the experience.

Perishability

Unlike manufactured products,

which can be stored in warehouses, services

cannot be stored.

Variability

The quality of services depends

when, where and by whom are they provided.

Service Profit Chain

Is a theory and business model developed by a

group of researchers from Harvard university in

the 90’s. It forms relationships between

profitability, customer loyalty, employee

satisfaction, loyalty, and productivity

SERVQUAL Technique

It compares customer

perceptions of quality against customer

expectations. Under the SERVQUAL model, the

five dimensions of service are:

dimensions SERVQUAL Technique:

• reliability

• assurance

• tangibles

• empathy

• responsiveness

Reliability

it is where the promised

quality and level of services is delivered

in a consistent and accurate manner

Assurance

it is the knowledge and

politeness of the employees and their

ability to create trust and confidence.

Tangibles

the organization’s physical

facilities such as the building, websites,

equipment and appearance of

employees

Empathy

it is the degree of caring

individual attention that the

organization’s employees provide to its

customers.

Responsiveness

this is the willingness

of employees to help customers and

offer a speedy service.

Customer relationship management (CRM)

are tools used by businesses to select customers

and continue relationships with them to grow

their lifetime value to the business.

Mystery Shopping

It entails hiring an

“undercover customer” to examine the

company’s service quality

Post Service Rating

- This is the practice of

asking customers to rate the service right after it

has been provided

Follow up Survey

With this technique a

company asks customers to rate the service

quality through an email survey such as Google

Forms

Social Media Monitoring

This method has

been gaining force with the increase of social

media.

Objective Service Metrics

These statistics

deliver the objective, quantitative analysis of a

company’s service. These metrics are not

sufficient to criticize the quality of a service by

themselves, but they perform a vital role in

presenting the areas that should be enriched.

Volume per channel

this tracks the

amount of inquiries per channel

First response time

this measure trails

how fast a customer receives a

response on his probe.

Response time

this is the total

average of time between responses.

First contact resolution ratio

Divide

the number of issues that have been

fixed using a single response by the

number that need more responses.

Replies per tickets

this shows how

many replies a service team needs on

average to close a ticket

Backlog Inflow/Outflow

this is the

number of cases submitted compared

to the number of cases closed.

Customer success ratio

a good

service does not mean a customer

always finds what they want

“Handovers” per issue

this tracks how

many different service representatives

are involved per issue.

Things gone wrong

the number of

complaints/failures per customer

inquiry.

Instant service/Queuing ratio

this

measures keeps track of the ratio of

customers that were served promptly

versus those that had waited.

Average queuing waiting time

the

average time those queued customers

have to wait to be served

Queuing hang-ups

this considers the

customers abandoning the queuing

process.

Problem resolution time

this

concerns the average time before an

issue is fixed.

Minutes spent per call

this can give a

comprehension on who are the

company’s most well-organized

operators.

Adjusting Capacity to match demand

This is

also known as “chasing demand”. A number of

options are available for considerations:

Altering demand to match available capacity

This is also known as “level capacity” and is an

attempt to shift demand.