QSM MIDTERM

servicescape

is the actual, physical environment where the act of service is performed, delivered, and consumed.

Albert J. Rutledge

he introduced certain principles on how to effectively design establishments for the purpose of both the guests and the employees as they are the ones who usually utilize establishment spaces.

Everything should have a purpose.

If there is a good use of the land and the spaces, there should not be any area without any function. Therefore, there should be a good relationship between the different parts of the establishment or in a bigger scale, a complex.

Natural Elements

these areas include the land itself, water areas, and plants

Use Areas

these are areas where there is an interaction between the guests and the service staff most of the time, such as the dining room floor, parking area, and game rooms. In these areas, it is important to check for certain technical requirements.

Major Structures

in large complexes, these pertain to buildings, dams and the like

Minor Structures

these include utility areas, benches for guests, walkways and pathways. For large outdoor complexes, it is important to establish a good street system and internal road network so that guests would not be lost and to ensure quality of experience.

Forces of Nature

these include wind, sun, and rain effects

Relationship

One must not forget that in planning the servicescape for the guests and employees, the keyword should be ______. Each element should be planned in relation to one another

Design should be for both employees and guests.

When planning for space allocations of the servicescape. It is important to consider the physical strengths and weaknesses of the site. If the area tend to be challenging because of the direction of the sun, then in the planning sessions, avoid placing center of guests and employees activities in these use areas. We should always remember to check if we are designing for guest wants, guest needs, or what we think the guest needs. In all areas there should be a balance. Balance between the personal (guest) and impersonal (establishment) needs

Function and aesthetics should be present.

In designing the hospitality and tourism workplace and guest experience, both the concept of functions and aesthetics should be considered.

Set up a standard experience for the guests and employees.

It is important that when a guest or an employee comes in contact with the servicescape. He/she can immediately answer the question, “What is.” “What is in store for me?” or, “What is the reason that I am here?” In an instant, a guest would want an answer to these questions.

Set up an appropriate experience for guests and employees.

If principle 4 discussed the answer to the question, “What is,” then this principle will now answer the question, “Why it is.” “Why it is there?” Are the elements of the site supposed to be in such fashion? To aid in delivering a holistic experience, it is important that elements of design are appropriately placed in reference to the type of the place, whether it will be a resort, restaurant, or leisure-linked facility.

Scaling

pertains to the proportion of the sizes of the design pieces used in the concept.

The human scale

determines the appropriateness in size of an element with respect to average size of a human himself/herself. Anything large than a human size would not be fit for the human eyes; hence, he/she will be afraid of looking at it

speed scale

refers to the proportion of the sizes used for design in reference to the nature of the activities done in the area. Is the activity stationary or moving? This question is very important.

Adhere to technical requirements.

This design element is a little bit easier to understand but entails a lot of resources to comply with. For a facility to function properly and serve its guests and employees, it is required for the owner and the management to follow and procure necessary procedures for proper implementation of design.

Comply with needs in the lowest possible cost.

For developers of hospitality and tourism establishments, it is very important that the lowest possible cost be utilized for maximum profitability.

Establish design with less supervision.

It is the dream of any owner, developer, or designer that a concept be implemented with least supervision possible, as this would also cut on costs for the facility. However, doing this is difficult because supervision and monitoring usually go hand in hand.

Expectations

The environment largely influences guest ____, even before the service process.

Peiró-Signes (2014)

conducted a research on the impact of environmental certifications on hotel guest ratings.

mood and emotions

Another importance of the servicescape is that it sets the mood for the guest and somehow evokes their emotional along their experience.

Employee Satisfaction

The service setting also has an impact on the workforce – the employees or also known as the team – who do not even use the service but are affected by it.

Service Production Factory

To some, the setting may only be a service backdrop; but in reality, it is where the guest co-produces the experience with the different aspects of the service product.

Function Value

Lastly, service setting is important because of its functional value.With the guests as its central concern, the establishment’s focal reason for existence is to provide safe and easy to use and understand place.

Hilliard (2008)

had a similar aim in his paper about safety and security as part of the servicescape for meeting planners.

STAFFING FOR SERVICE

Human Resource Department or the Talent Acquisition Division is tasked to give solution to the workforce requirement.

Employees

are the most valuable assets an organization has.

future managers

one must have the knowledge on the process to facilitate efficiency and accuracy of getting the best people in the organization

Soft skills

right attitude and character (friendliness, grace under pressure, integrity and going the extra mile.

They look for new employees

skills, character, values and personality.

INTERNAL HIRING

Advantages

1. Information about the applicant

2. Fairness of the Company

3. Knowledge and Experience Within the Organization

4. Organizational Culture and Values

5. Reduced Cost

EXTERNAL HIRING

Advantages

1. Paradigm Shift and New Perspectives

2. Education and Experience

3. Diversity of Workforce

MOTIVATING EMPLOYEES TO PROVIDE EXCEPTIONAL SERVICE

1. Well-Compensated

2. Financial Incentives and Rewards

3. Co- employees and sense of belongingness (social needs)

4. Opportunity to Contribute to the company (achievement needs)

5. Feeling of being appreciated and valued (recognition needs)

EMPOWERMENT

-Is a responsibility

- Another way to encourage employees to perform better

- Give them responsibility to make decisions

- Once they are empowered they are expected what to do and are

trusted to execute tasks.

CULTURE

-Values or way of life or philosophies embodied by each of the organization

- An action or an attitude on how employees should perform and think in

the performance of the job

SERVICE DESIGN

Design is a term often related to the physical structure or model of a certain product It can be in a form of service, an output or product, a process, an activity, culture of an organization or a management function.

Holistic

Make sure to consider the environment and influences on how services could be delivered. Design should include how the factors of the environment can enhance the service process

Co-Creative

Stakeholders should be considered in the creation of the service design. Consider how the impacts on how the design can be communicated or delivered through the stakeholders to maximize the full potential of the service design

User- Centered

The design should focus on the customers/ clients. It should focus on how customers expects the manner of the delivery of service.

Sequencing

There should be proper sequencing and timely delivery to render the best service.

Evidencing

Service designs must create a visual expectation of the product to create an impact to clients

Service Provision Innovation

refers to new or improvements of existing services that will create an impact to clients

Service Innovation Around Customers

offering of new services

Innovation Through Solution

offering of activities translating to provisions of solutions such as consultation, managed services, design of travel/vacation and outsourcing.

Service Innovation Through Interconnectivity

digitization to provide comfort and convenience to customers.

Blue Printing Services

An illustration on how services are rendered

Self Service

needs minimal participation from the employees of the organization

Remote Service

no customer is involved in the service setting. (ex. Power , water supply, cable, internet connection)

Service Complexity

This can be “lean” (few pieces of equipment and elements) or “ e elaborate” (complicated with multiple elements

REDESIGNING SERVICE PROCESS

need activities that involve review of the present process and recommendations

1. Review of the existing design

2. Removal of the unnecessary steps

3. Eliminating the bottlenecks

4. Shifting to service design to self service

Demand

represents the amount of need of certain products or goods for consumption of individual or markets.

Supply

represents the amount of good or products available consumption in the market

MANAGING DEMAND

a. Predictive Cycles

b. Random Demand Fluctuations

c. Demand Patterns by Market Segment

STRATEGIES IN MODIFYING DEMAND TO MATCH EXISTING CAPACITY

a. Communicate with customers;

b. Modifying timing and location of service delivery;

c. Offer incentives for Off-peal usage;

d. Set Priorities; (VIPs)

e. Charge full price

Adjust Use of Resources

a. Schedule downtime during Periods of Low Demand

b. Perform maintenance and renovations

c. Schedule vacations and employee training strategically

d. Modify or move facilities and equipment

e. Encourage customers to perform self-service

f. Ask customers to share

g. Create flexible capacity

INCREASE DEMAND TO MATCH CAPACITY

a. Educate customers

b. Convert how facility is used

c. Modify the service offering

d. Differentiate on Price

Actual Revenue / Potential Revenue

=yield

Time, Labor, Equipment, and Facilities

What are the factors affecting capacity?

Design

A term often related to the physical structure or model of a certain product

Organization

adopts strategic balance to product or

service and delivery process.

Organizations

Service provision innovation

Refers to new or improvements of existing services that will create an impact to clients

Innovation through solution

Offering of activities translating to provisions of solutions such as consultation, managed services, design of travel/ vacation and outsourcing.

Predictive cycles

Patterns of demand that happen regularly and can be anticipated.

Random Demand Fluctuations

These are unexpected changes in demand that cannot be easily predicted. They may happen due to external factors or sudden customer behavior.