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Characteristics of Service
• Involves the guest’s experience and the staff’s performance
• Guest and server are both part of transaction
• Quality control is difficult
• Standard must be zero defects
• Production and consumption are simultaneous (There is no inventory)
Product View of Service
• Focuses on the tasks that make up service
• Emphasizes controlling employee behavior
• Controls cost of transaction/process objective, measurable standards
• Concentrates on what we do
Process View of Service
• Emphasizes interaction between the service organization and the guest
• Empowers employees to satisfy guests’ needs and desires
• Empowers employees to solve guests’ problems
• Concentrates on what the guest wants
Setting a Service Strategy
• Choose market segment or segments
• Determine appropriate service level and standards
• Do not over promise
• Fulfill expectations
• Keep stated service policies and actual practice the same
• Communicate management position to employees
• Treat employees as internal customers
• Remove obstacles that keep people from doing their jobs
• Restrain bureaucracy
Management’s Responsibilities in Establishing and Maintaining a Service Culture
Making the Employee the Product
•Hire people who fit with the company and the service team•Emphasize cross-training•Provide core training•Motivate through feedback and rewards•Establish award programs that recognize excellence• Involve employees in setting service standards and
developing procedures