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Guests are craving the personal touch more than ever — and they will pay for it. The magic to it is the exceptional service formula and is directly traced to guest experience management. The prepackaged moment is not enough. Guest experience management takes charge of this process. For example, services are delivered; experiences are staged. Services are intangible; experiences are memorable. Services are customized; experiences are personal.
Services are delivered on demand; experiences are revealed over a period of time. Services address benefits; experiences address sensations. Whether the experience begins by phone, at the airport, the car rental counter, the taxi to the hotel or the entrance of the hotel, the restaurant, the cruise or the attraction, an impression and memory are in process.
Each of these impression touch points build on each other and are huge opportunities to provide exceptional service — and greater profits. If the doorman, the bellman, the front desk clerk, the pool attendant, the room service representative, the housekeeper, the concierge and the general manager proactively participate in creating engaging and exceptional encounters, guests will sign up for more and will tell others about their wonderful experience and the excellent service.
This was certainly the case with the entire staff at the ABC Hotel. Employees often feel constrained by their job titles. Doormen should mainly open doors, massage therapists should mainly give massage treatments, and room attendants should mainly clean rooms. This type of constraint can inhibit the potential creativity and zeal that employees experience in their jobs.
Each employee should know this from the very beginning during the recruitment and interview processes. This may be time for each of us to reconsider how to take service to a higher level. Hotel leaders should encourage their employees to take on new areas of responsibility in creating guest experiences and provide appropriate training to do so. In hospitality, greatness should never be taken for granted and hotels must always strive for constant, consistent and persistent service to maintain and enhance reputations they have earned.
In the hospitality business, leaders who care about their employees will inspire them to take risks with new ideas, empower them to do more and create opportunities to make more memorable moments for each guest. Employers who care more about employees will see those same employees care more about guests. Guests who are cared for, especially in uncertain times, will become more loyal and in turn, feel reassured to spend more, want to repeat their experience and will refer others.
Hoteliers should have the courage to take the next steps in service delivery and instill curiosity, hard work, honesty, loyalty and commitment in their employees.
With a strong mission statement which unifies all managers and employees in a shared purpose, service excellence standards can be defined. With a solid framework for exceptional service delivery, these values and standards will become stronger than ever and guest experiences will benefit from a new generation of service excellence. Consider ways to enhance the personal touch at each point of contact and really think about the ways guests may be able to connect more with your environment. In order to understand why customers choose one product over another, it is necessary for managers to have some understanding of the consumer decision making process.
There are numerous extrinsic external and intrinsic internal factors this influence this process as shown in the following figure. Intrinsic factors include physical, emotional, and other needs that may be met by the hospitality experience. As figure shows, once a customer perceives a need in this case, hunger , this translates into action, when a review of options is undertaken. This could involve a search of restaurants on the internet or a stroll down the street, looking at menus.
Family or group members may influence the decision and the purchaser may have minimal involvement in the decision making process. Once a decision has been made and the meal is eaten, the group makes an evaluation of the quality and the value of the meal consumed. This covers the whole experience, such as the wait time for service, the noise from other patrons, the music and the lighting, even when these factors are not consciously considered.
In certain cases, it can be difficult for a customer to ascertain the exact nature of the outcome of a service. Because services are an essential part of the tourism experience, service quality is thus a crucial aspect of satisfying tourists.
Usually, there are ten dimensions of service quality in hotel operation:. The appearance of physical artifacts and staff members connected with the service accommodation, equipment, staff uniforms, and so on.
Readiness of staff members to help in a pleasant and effective way. Capability of staff member in executing the service. The respect, thoughtfulness, and politeness exhibited by staff members who are in contact with the customer. Trustworthiness and honesty of the service provider. Absence of doubt, economic risk, and physical danger. Understandable manner and use of language by the service provider.
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Guest satisfaction and guest loyalty study for hotel Industry Danijel Carev Carev, Danijel, "Guest satisfaction and guest loyalty study for hotel Industry" (). Thesis. Rochester Institute of Technology. Accessed from. Rochester Institute of Technology Hotel service system design elements are positively related to guest loyalty.
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Customer Satisfaction in Hotel Services Case-Lake Kivu Serena Hotel Joleen Bizi Mubiri. Bachelor’s thesis May, School of Service and Business Management. ii ABSTRACT This study attempts to identify the quality attributes of the hotel services. To measure service quality and customer satisfaction in the hotel industry, there are some models.