Week 2-13

Quality Service Management in Tourism and Hospitality Industry
1 Service Quality Monitoring and Feedback Systems
Module 11 Technology and its Impact on

Service Quality
Course Learning Outcomes:

1. To describe the importance of technology in upgrading service
quality;
2. To know the different impacts of the usage of technology in delivering
a quality service; and
3. To explain how technology has affected service quality.
The service quality and service deliveries have consistently, to a high degree, it is being
assessed based on human communication. Yet, the question to this is human communication
substantial in order to deliver a quality of service? Or technology has already changed the way
service are delivered?
Do you recall the times where credit cards are owned by a few people, the times wherein
you need to go to the bank to withdraw your money for you to avail a tourism and hospitality
products and services?
These days we see a few patterns in how service is affected by the technology and the ways
service providers communicate with their customers. Let us learn in these lessons how technology
has impacted the quality of service in the tourism and hospitality industry.
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Customer Service and Technology
Associations are progressively utilizing innovation to serve their clients better. They call
the complete procedure as Customer Relations Management (CRM). There are three parts of CRM
every one of which can be executed in segregation:
1. Operational CRM- this offers help to front-office business procedures including sales,
marketing, and service. Every interaction with a client can be added to a client's contact
history which can be recovered from the database as necessary. Such client history
reacts to clients in a considerably more individual manner than in a sweeping way. For
instance, when a visitor checks in an inn at the reception, the receptionists can pull up
his history details and find out about a client's personal preferences, habits and
behavior. The receptionists can ask the client by saying, "Would you like your preferred
blue room facing the golf course?" Room service can do a similar when a visitor calls for
an order by saying, "Sir, will you have the pepper steak you requested the last time?"
Customers are in fact glad with such close to personal details.
2. Collaborative CRM- this covers all the technology used to connect with clients like
the web, telephone frameworks, translator system, interface frameworks with
providers, colleagues, and lodging partners. The goal of collaborative CRM is to spare
time and cost and improve service. For instance, an inn visitor requiring keeping an eye
on their baby would contact the housekeeping work area. The receptionists will contact
a childcare company through the net with rates, times and calendars to have the option
to affirm the support of the visitor. Lodgings have partner inns in the region and may
need to registration affirmed visitors into that

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property on account of their own high occupancy. The receptionists can call up the
room status of the partner on her computer to confirm a room there.
3. Analytical CRM- evaluation of client information for a purpose, includes:
a. Plan and execution of promoting efforts to target markets.
b. Strategically selling, acquiring, up-selling, and maintaining campaigns
c. Evaluation of client attitude for valuing choices, new item advancement, and
so on.
d. Productivity examination of the past clients a source for decision making.
e. Credit assessment of clients
f. Predictive investigation of future client conduct
In Customer Service here are the following requirements when adapting technology in the
business:
• A database to store client, data, otherwise called warehousing.
• Micros with fitting programming operator support.
• Intelligent sites with providers and partners with amazing telecom

associations.
• Explanatory programming for decision making
• Client privacy measures
• Information security
• Reservation Distribution Networks
• Call center communication
• Advance media communications
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The Impact of Technology in Tourism and Hospitality Service Quality
Beforehand, when facing a service delivery, you will meet service personnel that will
support your needs and wants all throughout your customer journey.
Today, and because of the rising effect of technolgy, we see an ever-increasing number of
instances of self-service and computerized service arrangements. These include online airline
check-in, self-service checkout lanes, automated self-service solutions and restaurants. On
numerous occasions, self-service technology and automated back-office service can
straightforwardly be considered as an immense success for the customers.
Presently customers can get services on their premises, avoid sitting around in long lines
and get our request prepared quicker than at any other time. What's more, as the operational
expenses of organizations' lessening, administrations can likewise be conveyed at a much lower
cost.
However, companies must know not to distance client fragments that are not comfortable
in self-service and technological advancement, just as the equalization of the danger of losing the
human touch as a component of the procedure.
Eight Ways Technology is Changing the Service Industry By: Hank Stokebroekx
Nobody can deny it, service is a people business! The technology can upgrade benefits, or
even assume control over specific errands. Specifically, the advances that empower Digital
Transformations can bigly affect how service are conveyed, and on the customer experience.
1. Search: When clients need assistance, their first intuition is to look through on the web.
Merchants should ensure their online organization and item data is anything but difficult to
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discover and that it's enhanced for search, so the most important outcomes show up first. In a
perfect world, that data will be situated on the merchant's site, provoking guests to go there.
2. Chatbots. Most merchant sites offer the choice to visit on the web. Frequently, however,
clients are visiting not with a human assistance representatives yet with a product program, called
a chatbots. Basic chatbots utilize a lot of modified guidelines and word coordinating to perceive
questions and react with answers. In principle, a chatbots can deal with a boundless number of
synchronous discussions, give answers quicker than a human could, and bargain all the more
quietly with troublesome clients.
3. Cloud. Distributed computing is a key supporter of advanced change. There are many
cloud-based applications for IT administration conveyance errands, for example, Customer
Relationship Management, Help Desk, Remote Network Management, and others. In service
delivery it needs a type of coordinated effort between a help engineer and the client. A cloud
domain gives a helpful answer for sharing records, trading log-documents, putting away authentic
information, and other communitarian assignments.
4. Augmented Reality (AR). In spite of its potential, utilization of AR in the service industry it
stays restricted. For example, through AR-empowered glasses, a remote master can see something
very similar that a field architect is seeing nearby. The remote master can furnish the field
engineer with guidelines that are anticipated onto the field architect's glasses. Another probability
is to utilize the camera on a cell phone or tablet to examine a picture, standardized identification
or QR-code. The AR programming will perceive this picture and overlay data on the showcase,
expanding the genuine live picture with data from a database.
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5. Virtual Reality (VR). This innovation is as yet being grown, yet much progress has been
made in the previous years. Contingent upon the application, VR may requires huge measures of
figuring force and data transmission, making it inadmissible for use over longer removes. It can be
that as it may, help a designer practice certain assignments without having real items. Along these
lines, a whole server farm can be virtualized, making activities significantly more productive.
6. Mobile. Everybody invests time in their cell phone, so clients hope to have the option to
utilize their telephone to connect. Your site in this way should be user friendly, and a portable
client support application probably won't be a bad idea for the users. An application likewise let
you assemble data about the client, which can assist you with redoing the client experience.
7. Social. Usually individuals spend on a cell phone every day, two hours are spent via
webbased networking media. So clients will need to impart to you by means of web based life, for
example, Facebook, WeChat, or WhatsApp. Numerous organizations as of now give "social
support," with varying degrees.
8. Internet on Time (IoT). Technologies that uses sensors are associated with the web,
encouraging a real-time remote checking. Generally a designer has needed to go on area to record
an estimation and hand-off this data to a control focus. With IoT, the control focus records the data
legitimately and progressively, which sets aside time and cash, and improves the precision and
nature of the procedure. For example, with brilliant metering, buyers don't need to record and
report the gas or power use appeared on a meter. Rather, the utility does this remotely and tells
the buyer through an online dashboard, in this manner upgrading the client's understanding.
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How Technology Affected the Tourism and Hospitality Industry
Technology has assumed a significant job in the hospitality and tourism industry over the
decade. Technology has diminished costs, upgrade operational productivity, and improve services
and client experience. Both clients and organizations can profit through improved communication,
reservations, and visitor service frameworks. Technology has assisted the tourism and hospitality
industries replace costly human work with technological work. This lessens work costs, yet in
addition, keeps away from client service issues.
Here are a few instances of the manners in which that IT keeps on improving the hospitality
and tourism industry.
1. Internet and Marketing - The internet powerfully affects hospitality and tourism
industry. A client's first involvement in your business is a visit to your site. This
incorporates taking a gander at pictures and surveys from past visitors. It is
indispensable for a business to adequately use internet promoting, web based life,
websites, and web based buying to help comfort their clients, particularly when your
rivals are doing likewise.
2. Computer Systems –Computer systems permit communications between bigger
lodging networks with various areas to interface simpler. It is acually helpful for the
customers, because they usually take their mobile phones during the journey and
access the
system. Visitor demands, housekeeping data, and reservations would all be able to be
found on one framework.
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3. Mobile Phones-Tablets and cell phones have replaced enormous work stations,
making them practically wiped out. This is useful, because numerous customers take
some sort of cell phone with them when traveling. This enables tourism and hospitality
industry to keep customers instructed with respect to changes and deferrals to their
reservations, offer arrangements, and publicize by utilizing GPS tracking device.
The use of technology in the hospitality and tourism industry has helped speed up
operations and helped the traveling process much more enjoyable and efficient. Technology not
only helps large tourism and hospitality business, but can also be useful to business and
businesses’ and other smaller companies in the industry.
References and Supplementary Materials

Books and Journals
1. Jay Kandampully, Connie Mok & Beverley Sparks; (2015); Service Quality
Management in Hospitality, Tourism and Leisure; New York; The Haworth Hospitality
2. Sudhir Andrews; (2008); Tourism & Hospitality Industry; North America;
McGrawHill Companies.
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Online Supplementary Reading Materials

1. How is technology is changing the nature of service delivery;
https://www.servicefutures.com/technology-changing-nature-service-delivery;
31October2019
2. Eight ways technology is changing the service industry;
https://www.infoworld.com/article/3227548/eight -ways-technology-is-
changingthe-service-industry.html; 31October2019
3. How information technology has affected the tourism and hospitality
industry; https://www.entremt.com/information-technology-affected-tourism-
hospitalityindustry/; 31October2019 Online Instructional Videos
1. Impact of technology in the service sector;
https://www.youtube.com/watch?v=roHrgSbTeMU; 31October2019
2. Customer service expert discusses customer service and technology;
https://www.youtube.com/watch?v=W6gZJJcoVLA; 31October2019
Module 10 Cross-Cultural Issues in
Service Quality

1. To examine the importance of cultural knowledge in the service
industry;
2. To know the importance of cultural knowledge in giving a service
quality;
3. To adapt a cultural friendly workplace in the business; and
4. To describe the cross-cultural issues and know how to address these
issues.
To stay in a competitive globalized tourism and hospitality industry, it is needed to create a
service that can fulfill the different customer. Culture is one of the best yet complicated
components of tourism and hospitality industry that is needed to understand in order to provide
an incredible service as per the clients' needs (Ueltschy, Laroche, Eggert, & Bindl,2007). Ueltschy
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et al. (2007) expressed that it is significant for service industry businesses to understand that the
needs and wants of customers are not the same. Culture is profoundly incorporated into
everybody's everyday lives and the choices one makes are vigorously impacted by the way of life
that one is raised in. In addition, culture impacts practices of individuals, yet additionally
influences the legitimization procedure of the conduct (Patterson and Mattila, 2008). Along these
lines, the uniqueness of each culture impacts the advancement of individuals' impression of
service quality.
There are five cultural dimensions that Hofstede (2001) stated, and here are the following
dimensions:
1) little versus huge power distribution, the degree to which the less powerful individuals
from establishments and associations expect and acknowledge that power is distributed
unequally;
2) independence versus cooperation, how much individuals from the way of life characterize
themselves separated from their gathering participations;
3) Male versus female, how the general public strengthens the traditional manly work as a
good example of male accomplishment, control, and power;
4) Uncertainty avoidance of how much individuals from a general public are restless about the
obscure, and endeavor to adapt to uneasiness by limiting vulnerability;
5)long-versus short-term direction, a general public's time skyline or the significance
appended to the future versus the past and present.
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Hofstede (2001) included that correspondence crosswise over different social
measurements requires making viable relations to conquer issues emerging from such decent
variety.
Cross-Cultural Service are service experiences in the tourism and hospitality business are
significant as they empower the advancement of tourism and hospitality services, making a
positive impact on the client along these lines adding to client steadfastness and also enhancing
the general brand picture of the property and for supporting the intensity of the property. A
culturally diverse assistance encounter occurs when the specialist organization and the client have
a place with various cultures. Culture speaks to the basic esteems, norms and behaviors of a
specific gathering and is regularly related to countries or ethnicity. Culture also impacts the
manner by which the representatives connect with the worldwide clients. The workers need to
oblige distinctive cultures to improve service quality in the industry.
Common Issues are Cross Cultural Service Quality
1. Communication – a language barrier may exist with two individual or group with different
language and culture.
2. Discrimination – the unjust or prejudicial treatment of different people or things, especially
on the grounds of race, age or gender
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Figure 1. Types of Discrimination
3. Prejudice – is an unfair feeling of dislike for a person or group because of race, sex, religion
or gender
4. Sexual harassment – unwelcome sexual advances, requests for sexual favors and other
verbal or physical harassment of a sexual nature
7 Advantages of Cultural Diversity in the Workplace

By: Katie Reynolds
1. Diverse cultural perspectives can inspire creativity and drive innovation
2. Local market knowledge and insight makes a business more competitive and profitable
3. Cultural sensitivity, insight, and local knowledge means higher quality, targeted marketing
4. Drawing from a culturally diverse talent pool allows an organization to attract and retain
the best talent
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5. A diverse skills base allows an organization to offer a broader and more adaptable range of
products and services
6. Diverse teams are more productive and perform better
7. Greater opportunity for personal and professional growth
6 Disadvantages of Cultural Diversity in the Workplace By: Katie Reynolds
1. Colleagues from some cultures may be less likely to let their voices be heard
2. Integration across multicultural teams can be difficult in the face of prejudice or negative
cultural stereotypes
3. Professional communication can be misinterpreted or difficult to understand across
languages and cultures
4. Navigating visa requirements, employment laws, and the cost of accommodating workplace
requirements can be difficult
5. Different understandings of professional etiquette
6. Conflicting working styles across teams
Customer Diversity: Providing Great Customer Experience Across Cultures

By: Julia Lewis
Professionalism in customer service implies various things to various individuals, however
every one of them are deserving of your time, regard and consideration. At the point when client
assistance agents recognize and regard decent variety, they have a more prominent chance to pull
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in and hold differing clients, fabricate better compatibility with them and increment consumer
loyalty.
Making cross-cultural customer interactions simple
Regardless of whether your client connections completed by telephone, by means of email,
in Live Chat or face to face, there are some sound judgment rules that could altogether improve
administration.
1. Reinforce importance of recognizing customer diversity
Each business has a culture, and regarding decent variety ought to be one of the essential
values in guiding your group. Ensure every one of your workers show fairness and goodwill, and
pay attention to client demands, regardless of what their race, religion, societal position, or
different attributes are. pPut it clear that it is inadmissible to chuckle at clients, humiliate them, or
treat them just as they are less clever than you.
2. Know your customers and seek out culture-specific knowledge
At whatever point, invest time and effort to find out about where your clients are from, and
get a fundamental learning of important world perspectives, qualities and convictions.
It's critical when your organization's promoting endeavors are gone for some new portions
of the market. Customer service representatives should know about such promotions to have the
option to appropriately manage individuals from the networks focused for the business
development.
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3. Listen actively and recognize patterns for communicating
Client support agents with great listening skills can adequately address the issue and
recommend a convenient arrangement on it. A decent practice here is focus on client
communicational traits and mirror them to build the viability of collaboration. Employee or
representatives should be set up to recurrent themselves without sounding irritated, talk
unmistakably, utilizing short sentences.
4. Create a welcoming environment by having a diverse workforce
Contracting bilingual workers who communicate in some other language as well as have a
knowledge into various societies would help make a fabulous client experience.
5. Share your experiences with colleagues to work out consistent approaches
Cultural diversity is a genuine present for client care representatives. Managing clients
from different societies gives an incredible chance to gain from others and develop in our
mankind. You can gain from your clients, and you positively can gain from your associates. Each
time you have something to share about your collaboration with a client speaking to an alternate
culture, let your associates know!
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Books and Journals
1.Elham Alshaibani; 2015; Investigating the relationship betweencultural intelligence
andservice quality in hospitality: A cross cultural study; CoventryUniversity
2. 1. Jay Kandampully, Connie Mok & Beverley Sparks; (2015); Service Quality
3. 2. Sudhir Andrews; (2008); Tourism & Hospitality Industry; North America; McGraw-
Hill Companies.

1. Cultural Impact on the Customer Satisfaction and Service Quality Evaluation
in Hotels; https://digitalscholarship.unlv.edu/cgi/viewcontent.cgi?
article=2371&context=these sdissertations; 31October2019
2. Customer diversity: providing great customer experience across cultures;
https://www.providesupport.com/blog/customer -diversity/; 31October2019
3. Investigating the relationship between cultural intelligence and service
quality in hospitality; https://bucks.repository.guildhe.ac.uk/9366/1/Alshaibani
%20thesis.pdf; 31October2019
4. 13 Benefits and challenges of cultural diversity in workplace;
https://www.hult.edu/blog/benefits-challenges-cultural-diversity-workplace/;
31October2019
5. Evaluation of Service Quality in Luxury Hotels in Goa: A Cross Cultural
Perspective; http://www.aims-international.org/aims14/14acd/PDF/A161 -Final.pdf;
31October1019
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Online Instructional Videos

1. International business- cross cultural communication;
https://www.youtube.com/watch?v=at7srdUiRfM; 31October2019
2. Culture of service: paradox of customer relation;
https://www.youtube.com/watch?v=Hqxff-DXb3A; 31October2019
Module 9 Managing and Marketing Internal

and
External Relationships

1. To differentiate internal and external customers;
2. To know the effects of having a good internal customer relationship in
providing service with external customers; and
3. To practice how to manage internal and external customers.
MANAGING AND MARKETING RELATIONSHIPS
The relationship between the customer is a technique where an association keeps up a
progressing level of commitment with its clients. This administration can happen between a
business and its clients (B2C) or between a business and different organizations (B2B). The
relationship the board intends to make an association between an association and its supporters,
rather than survey the relationship as just value-based.
The relationship the organization includes ideas of strategies to customer support for a
business and its contributions, and increment brand faithfulness. Frequently, relationship building
happens at the client level, however, it is important between organizations too.
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A business may hire a relationship director to regulate relationship building or it might
join this capacity with another advertising or HR job. Building an association with customers
yields rewards for all gatherings. Customers who feel that an organization is receptive to their
needs likely will keep on utilizing that organization's items and administrations.
An organization's reputation for responsiveness and generous post-deals contribution can
create new deals. Continuous communicating with customers gives an organization a chance to
distinguish potential issues before they go to an expensive head.
The Importance of Relationships in the Hospitality and Tourism Industry
"The word relationship invokes contemplations of sentiments that two individuals have for
each other: shared fascination and regard, thought, reliance and such." as indicated by (Peelen and
Beltman, 2013). For the hospitality and tourism industry, it is of high significance to make
connections so as to make the most ideal win-win situation. This win-win situation respects the
connection between the industry and its customer base, at whatever point their customers are
glad, the benefits will increment. Building and keeping up solid visitor connections is fundamental
to the industry’s prosperity, particularly for businesses that don't need to add up to access to
consistent innovation overhauls and too much promotional tools (Net Affinity, 2016).
Furthermore, CRM practices help the businesses in tourism and hospitality industry to expand
consumer loyalty, win client trusts and win customer loyalty and retain the customers which
result in increased market share and high profitability (Peelen and Beltman, 2013)
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Figure1. Pyramid of Relationships
This all rotates around the Pyramid of connections by (Peelen and Beltman, Description of
client provider connections, 2013) that is appeared previously. Since the best circumstance for
tourism and hospitality industry is to get them in, move them up and keep them at the top. The
higher their clients come, the more worth they will be. The relationship begins with the suppliers
and prospects. Prospects are basically individuals that have not purchased with the suppliers yet
or utilized its administrations. At the point when the possibility buys with the suppliers, they
climb to being clients. Now, it is basic that the tourism and hospitality business gives fantastic help
that will meet the client's desires and possibly surpass them. This will help ensure that the client
will return or purchase again with the inn. On the off chance that they do as such, they become
customers of the business. The following stage for the customers is progressed toward becoming
supporters. This involves the customers to have affections for the

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business in a latent way. To build up this inclination with the supporter, significantly more, it must
be a shared venture from the two gatherings. The key component in this progression is
correspondence. Correspondence is the act of trading things with others for shared advantage.
This is the point at which the supporter turns into a representative. Be that as it may, the success
win circumstance would be for the business to co-make with its clients which means they have
progressed toward becoming accomplices who help with the production of common worth.
(Peelen and Beltman, The individual incentive, 2013)
It is of significance for the tourism and hospitality business to concentrate on these
connections since this will guarantee that the clients will return and climb the pyramid, by picking
up their trust through incredible client support. This will make a success win circumstance
objective.
A decent center could be Relationship promoting programs with significant levels of
consumer loyalty as an objective. The most basic factor is to surpass client desires. Despite the fact
that the center item may be the equivalent, client commitment may surpass the contenders which
separate them, henceforth why client commitment is so significant. (Fukey, Kumar,
Balasubramanian, and Patil, 2016)
Who are the Internal Customers?
Internal clients are partners who work inside your organization requiring help from
another individual or division to complete their activity. This is different from external clients who
pay for your services and are not legitimately associated with the association (other than
valuebased).
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For instance, internal customers could be somebody that needs something from you once
per year, such as requesting office supplies or somebody who relies upon you week by week, for
example, finance. Most importantly one gathering is reliant on the other to complete their activity.
To have a powerful internal customer program, meeting the extraordinary needs of inner
clients must be an absolute organization activity. Everybody must be determined to fulfilling time
constraints and giving great support of people around them, or it will bomb like a chain response.
This doesn't simply incorporate workers on the bleeding edges, yet back-office faculty as well.
Employees who are centered around serving each other make an organizational culture
that is pleasant and profitable. By urging workers to team up with and bolster their individual
friends, we enable them to serve our clients and others in the association, making a superior by
and large representative experience and outside client experience the same.
How to manage internal customers?
Sending a successful internal customer program is about outlooks and mentalities. Having a
legitimate internal customer outlook may expect representatives to finish errands outside of their
typical job and set of working responsibilities to take care of business. It's a group mentality
where you're continually paying special mind to the necessities of your kindred workers.
The following are practical ways to create a culture that spotlights on internal customers.
Start with Feedback - Before you set up internal customers' activities, evaluate your organization's
culture and comprehend where your representatives are and what's going on with as of now.
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Numerous organizations must begin toward the start and train their workers on best practices
and changing their attitude. Regular review questions may include: (on a rate of 1-10)
• How simple is it for you to find support from partners?
• How likely are your colleagues to complete their errands on schedule?
• I feel esteemed by others in the organization.
Make Service Standard- Making internal customer support guidelines will give all workers a
standard for how they ought to work.
Utilize Closed-loop follow up- Building up an organizational culture that looks for and
acknowledges input makes a solid workplace. In the event that a worker realizes he was late
getting a task completer or didn't follow the rule, he can request feedback or give clarification to
guarantee the internal customers are cheerful and alleviate the harms.
Observe Success- Workers are inspired when they're commended and will repeat those practices.
At the point when a group, individual, or division shows incredible internal customers, use it as a
preparation minute to show different representatives in internal customers best practices. It's
critical to take note of that making extraordinary internal customers, beginning at the top with
administrators, chiefs, and C-level officials. As workers see their managers experienced these
standards, they will be bound to lock onto the way of life and embrace them themselves.
Understanding the intensity of an internal customer culture makes an agreeable and gainful
workplace.
Who are external customers?

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External customers are the individuals that pay for and utilize the items or service
your organization offers. When conceptualizing issues and structuring arrangements, these
clients are who you're planning for.
Honestly, an external customer is an individual who isn't legitimately associated
with your association by some other means than obtaining your item or service. This client
could be a one-time buy or an individual your work with long haul, giving additional items
or customization choices. External customers are otherwise called "customers" or
"records".
The objectives for your external customers can rely upon your item, however, they
can incorporate continue buying, giving referrals and positive surveys, and generally
supporting your organization. You may register with them after-buy or during use to direct
formal or fast heartbeat overviews. You may pursue business sayings, for example, "the
client is always right" when serving this gathering. These are the soul of the organization as
a result of their income stream—on the off chance that they're not here, the organization
comes up short.
Some of the external customers in the hospitality and tourism industry are as follows:
1. Diner in a restaurant
2. People buying groceries in a supermarket
3. Guests in a hotel
4. Travellers buying tickets from any airlines

5. Fashionistas buying clothes in a boutique
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6. As long as it involves people using or buying you goods and services you providing are
called external custoners.
How to manage external customer?
An external customer is an individual or association that either uses or buys your item
or services. Some compelling strategies for giving great customer service to your external
customers are the following.
1. Start with great internal customer support. Keep in mind, glad workers will be
bound to approach clients with deference. Indeed, even workers who don't have
direct contact with clients can affect the picture of the organization through their
cooperation outside the organization, their treatment of different representatives,
and their devotion to the organization.
2. Build up a positive organization picture. This should be possible through showcasing
and publicizing, network connections, and positive associations with clients.
3. Treat clients as though they are individuals, not dollar signs. Associations with clients
don't stop when they exit the entryway in the wake of making a buy. You have to
keep on building those connections through follow-up contact and criticism so the
client realizes where to come if the requirement for your item or service comes up
again thus your clients realize where to send their companions.
4. Be receptive to concerns. At the point when your clients come to you with issues or
concerns, be prepared and willing to rapidly work toward a goals. Try not to get
over them or overlook their grievances.
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5. Continuously be proficient in your dealings with clients. Proficient conduct in all
cooperations with your clients is consistently the correct decision.
Comparing internal and external customers
External customers have been inborn in business since individuals began making and
selling items—quite a while. The possibility of an internal customer, is a progressively
present-day one. For example, Six Sigma supports distinguishing inner clients as a method for
making a progressively positive workplace.
One conviction is that the workplace ought to fulfill the individuals who work in it,
through paychecks. The reasoning goes: the higher worker morale, the more those
representatives work with respectability and profitability. One way of thinking associates
fulfilled or successful is by the internal customer who has happy external customers.
Key Differences of external and internal employees by: Harold G
1. Internal Customers are those individuals, division or employee who purchases the product of the
company / organization being the part of the company in a way or other. External Customers are
those individuals who do not belong to company / organization in any aspect or maybe the
enduser of the product.
2. Internal customers are associated with the organization while external customers are not
associated with the organization or company.
3. Internal customers know more about the pros and cons of the product as compare to External
customers.
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4. Internal customers get the product on a cheap rate as compare to the external customers.
5. Internal customer may be the beneficiary in profit for the sale of the product but the external
customer is not the beneficiary in profit for the sale of the product of any organization.
6. Internal customer may buy the product for not using by him but External customer buys the
product for its own use.
7. Internal customer may the middle man between the company and end-user but the external
customer may be the end-user.
8. Internal customer knows well about the actual manufacturing cost and thus they bargain with the
organization to get the product on reasonable price while External customer is unable to bargain
as he is not in connection with the company.
The effect of Internal Customers to External Customers
Studies shows that employees, which are internal customers, might create negative
effect, maybe because of dissatisfactions, saw clashes, or general discontent about the activity
or organization. These internal customers having problem with the organizations are probably
not going to purposefully hurt their very own work or the experience of external customers.
The executives specialists accept that it's a matter of reasonableness: barely any individuals
are eager to perform so severely that they'll be terminated, particularly without verifying
another employment proposition first.
12 WAYS TO ENSURE YOUR INTERNAL CUSTOMERS LOOK AFTER YOUR
EXTERNAL CUSTOMERS by Stephanie Edwards.
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1. Providing high-quality training and development – continually reinforcing the importance of
service excellence, particularly with the goal of changing mindsets and attitudes towards customers;
2. Operating an 'open door' policy in which service leaders and managers are approachable and
following the example of Peter Cunningham, head of retail operations at World Duty Free – ensuring
that your service leaders spend at least 80% of their time with customers and staff;
3. Leading by example and displaying consistent and genuine behaviour which also translates into
leaving your personal problems at home;
4. Having respect for a good work-life balance - e.g. offering the opportunity for flexible working;
5. Encouraging fairness at work, including promoting equality and diversity;
6. Ensuring proactive and regular communication, staff newsletters and regular team meetings;
7. Conducting regular appraisals with positive feedback - restating service objectives and
recognising your staff's contribution;
8. Encouraging your teams to be innovative, via staff suggestion schemes, for example;
9. Empowering your people to own customers problems and 'Go the Extra Mile' for them;
10. Gaining staff feedback on how employees feel about their roles, the support they receive and
suggested business improvements which they may have identified; (one global company developed a
“Mood Rater” – on the first Wednesday in every month they select fifty employees to ask exactly how
they feel at that moment in time);
11. Offering employees the chance to socialise with colleagues at organised events, team building
events, talent shows, A Wine Appreciation Group and putting them forward for Customer Service
Awards;
12. Recognising and rewarding employees for exceptional performance and innovative ideas to
improve the customer experience.

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Books and Journals
1.Jay Kandampully, Connie Mok & Beverley Sparks; (2015); Service Quality Management
in Hospitality, Tourism and Leisure; New York; The Haworth Hospitality
2.Sudhir Andrews; (2008); Tourism & Hospitality Industry; North America; McGraw-Hill
Companies.
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1. Relationship management;
https://www.investopedia.com/terms/r/relationship management.asp;
29October2019
2. Customer engagement management in tourism;
https://customerengagementmanagementintourism.wordpress.com/2018/09/16/th
e-importance-of-relationships-in-the-hotel-industry/; 29October2019
3. What is internal customer and how to you manage their experience?
https://www.qualtrics.com/blog/internal-customers/; 29October2019
4. What are some examples of external customers?; https://www.quora.com/What-
aresome-examples-of-external-customers; 29October2019
5. Tips for providing good external customer service;
https://www.webucator.com/how-to/tips-for-providing-good-external-
customerservice.cfm; 29October2019
6. Internal customers vs. external customers; https://diffzi.com/internal-customers-
vsexternal-customers/; 29October2019

1. Managing and marketing in tourism and hospitality industry;
https://www.youtube.com/watch?v=zAHiGlMO -mA; 29October2019
2. Effective communication in tourism and hospitality industry;
https://www.youtube.com/watch?v=yJKhtKeYEik; 29October2019
Module 8 Service Guarantee in Hospitality and

Tourism Industry

1. To describe the importance of service guarantee in hospitality and
tourism industry; and
2. To know the benefits of service guarantee in the business under
hospitality and tourism.
SERVICE GUARANTEE
A service guarantee is a promoting instrument used in service firms that have
progressively been utilizing to decrease purchaser chance

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observations, signal quality, separate an assistance offering, and to systematize and
professionalize their inside administration of client objection and administration recovery.
By handing over a service quality, organizations entitle clients with at least one types of
benefit, to be specific simple to-guarantee substitution, discount or credit, considering the
present situation of administration conveyance disappointment. Conditions are regularly
put on these pay; in any case, a few organizations give them unequivocally.
As per the dictionary definition ‘service guarantee’ as defined, “an assurance of the
quality of or length of use to be expected from product offered for sale, often with a
promise of reimbursement.” An assurance is a specific sort of recuperation device. Despite
the fact that assurances are moderately regular for fabricated items, they have as of late
been utilized for administrations.
Features of Service Guarantee
1. Easy to Collect – The cure ought to be provided right away. For instance, a dis-fulfilled
client at Hampton Inn ought to get a prompt kudos at the cost of the disappointing
assistance. The client ought not to need to drive crosswise over town to acquire
installment, nor should the client need to round out an arduous structure or aggregate a
dreary measure of documentation.
2. Easy to Invoke – Let us consider the Hampton Inn ensure, for instance – Suppose the
client's cooling didn't deal with a blistering summer night, and the issue couldn't be
amended, notwithstanding carrying it to the administration's consideration. For the
assurance to be powerful, the executives should make

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that night free, without trusting that the client will inquire. On the off chance that it
apparent that the client is disappointed, and the issue has not been fathomed, at that
point the executives ought to summon the assurance itself.
Much of the time, the board doesn't generally confide in the assurance, and, along these
lines, sets up hindrances to conjuring it. The board might be worried about loss of
incomes, which might be connected to the executives’ pay. This makes a characteristic
strain between the planned corporate culture, as wanted by top administration, and the
genuine corporate culture, as executed by center administration, might be the bleeding
edge. Neutralizing a worker's common hesitance to conjure or complete the assurance
requires cautious preparing.
3. Easy to Understand – If the client doesn't comprehend the assurance, at that point that
client won't perceive any advantage. For greatest adequacy, the assurance ought to be
explicit. For instance, Domino's pizza ensured conveyance in a short time. That is vastly
improved than ensuring "quick conveyance," which is difficult to bind. Be explicit.
4. Meaningful – The assurance must be about things that clients care about. A drivethrough
joint ensuring 10-minute assistance at lunch will most likely show improvement over
one ensuring to address clients by their first name. This is on the grounds that quick help
at lunch is critical to cheap food clients, though close to home recognition isn't.
5. Unconditional – If an assurance applies just to left-gave individuals on Friday in a jump
year when there is a full moon, scarcely any clients will be intrigued. By correlation,
consider the Hampton Inn ensure. It says basically, "In case you're not totally fulfilled,
we don't anticipate that you should pay.
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This is unqualified and you don't should be a legal advisor to get it. An assurance
loses control as conditions are put on it. Consider the Lufthansa on-time ensure, for
instance. The conditions absolved 95% of the cases to which it may be applied, lessening
its adequacy by in any event that rate.
Benefits of Service Guarantee
1. Sets Clear Standards for the Organization – It prompts the organization to unmistakably
characterize what it expects of its representatives and to convey that to them. The
assurance gives representatives administration arranged objectives that can rapidly
adjust worker practices around client procedures.
2. Forces the Company to Focus on its Customers – To build up a significant assurance, the
organization must recognize what is imperative to its clients — what they expect and
esteem. As a rule, "fulfillment" is ensured, yet all together for the assurance to work
successfully, the organization should unmistakably comprehend what fulfillment implies
for its clients (what they esteem and anticipate).
3. A Good Service Guarantee Studies the Impact on Employee Morale and Loyalty – A
Guarantee creates pride among workers. Through criticism from the assurance,
enhancements can be made in the administration that advantages clients, and in a
roundabout way representative.
4. Immediate and Relevant Feedback from Customers – It gives a motivation to clients to
grumble and, along these lines, gives more agent input to the organization than just
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depending on the generally scarcely any clients who commonly voice their worries. The
assurance imparts to clients that they reserve the privilege to gripe.
5. Reduces their Sense of Risk and Builds Confidence in the Organization for Customers –
Because administrations are impalpable and frequently profoundly close to home or
conscience including, clients look for data and signals that will help decrease their
feeling of vulnerability.
Types of Service Guarantees
1. A Specific Guarantee — Signals solid responsibility on explicit characteristic execution, for
example, conveyance time or cost. Explicit certifications enable clients to assess
administration by dis confirming trait execution desires. From the association's point of
view, a particular assurance can serve not just as a benchmark to guide worker
endeavors and firm procedure plan, yet in addition as a presentation measure. Be that as
it may, the tight spotlight on certain qualities may not be profoundly esteemed or
increased in value by a heterogeneous client base, in spite of the fact that it might speak
to specific sections.
2. An Unconditional Guarantee — Promises execution on all parts of administration, and "in
its unadulterated structure, guarantees total consumer loyalty, and at the very least, a full
discount or complete, no cost issue goals for the payout." Unconditional certifications
require a marginally extraordinary firm approach since factors that decide consumer
loyalty, for example, impact and psychological assessments of trait execution (Oliver) are
not inside the company's control.
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Execution of unqualified certifications expects firms to concentrate endeavors on
overseeing client communications rather than explicit assistance properties. The
differentiation between explicit or generally speaking (unequivocal) execution is
significant as it characterizes the extent of the advertising exertion required to convey
and bolster the assurance, and has broadly various ramifications for administration
assurance structure and the board.
3. Implicit Guarantee — As the term recommends, it is an unwritten, implicit assurance that
sets up a comprehension between the firm and its clients. Clients may deduce that a
certain assurance is set up when a firm has an extraordinary notoriety for administration
quality. The focal point of a certain assurance is consumer loyalty. Past research proposes
that clients are bound to depend on unequivocal strong guarantees rather than certain
signs to make deductions about the firm.
4. An Internal Guarantee — Is "a guarantee or responsibility by one piece of the association
to another to convey its items or administrations in a predetermined manner or acquire a
significant punishment, financial or something else." Since verifiable certifications are
unqualified assurances (without formal articulation of unequivocal duty) and the focal
point of inner certifications is constrained to organizing capacities and representatives,
the resulting dialog incorporates just explicit and genuine assurances.
SERVICE GUARANTEE IN TOURISM and HOSPITALITY INDUSTRY
There is no doubt that customer service is the name of the game in the tourism and
hospitality business. It's customer service that makes

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choice lodgings stand apart from flyby-evenings. On the off chance that we take a gander at
the recorded foundation of the cordiality business, service has consistently been a
necessary piece of the tourism and hospitality business. Generally, giving world-class
customer service reinforces customers connections which are an important advantage for a
lodging or any friendliness adventure.
These days, administration in the neighborliness business goes past a grin or a basic "thank
you"; you have to make a dynamic, encompassing and life-changing background for your
clients to remain ahead on rivalry in the inn area. Likewise, Service in the friendliness
business may mean more than client support. Administrations additionally incorporate
back of the house and non-client confronting exercises however they all add to the general
involvement of clients. Clients again are both outside and inward with outer clients as
visitors and interior as staff and partners.
The Role of Service Guarantee in the Tourism and Hospitality Industry and the Purpose
1. Measure Customer Mood- An ongoing report by industry's fat cats shows that the
customers aren't dazzled by what you can offer or even what you know until they see that you
really care.
Along these lines, friendly help is a certain method to improve your customer's state of
mind.
3. Passing judgment on the Customer's Needs- This is like point one or a subset of point one however
merits an extraordinary notice. It is critical to pass judgment on the necessities of your clients
without their inquiring. Administration is a demonstration of regard, graciousness and love.
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Administration is the core of cordiality industry. This will assist them with getting settled as they
will feel increasingly regarded.
4. Improve Customer Loyalty- Excellent client care goes the additional mile to guarantee that clients
are upbeat and very much dealt with. Keep in mind that a fulfilled client is an unwavering client.
Furthermore, clients are an imperative piece of the business in the friendliness business. Along
these lines, make them your focal point of consideration – consistently – and they will
unquestionably be upbeat.
4. Feedback as a crucial part of customer service in the hospitality industry- Sure your staff is first rate.
Yet, without general criticism from the clients, you wouldn't know whether your business
approach is really working. A well-known expression of Bill Gates would set things up here. "Your
most miserable clients are your most prominent wellspring of learning".
5. On Time Services are urgent in inns and in the general cordiality industry- Time is the way to
progress when you're maintaining an accommodation business. On the off chance that you aren't
ready to give on-time administrations to your esteemed clients then this will hurt your business.
Give singular need to every client. In the event that you set consumer loyalty as your fundamental
need, at that point you will have the option to build up a faithful client base. Resultant, your clients
won't just return again yet will recommend your administrations to their loved ones too.
6. Following the Etiquette of Service in the Tourism and Hospitality industry- Apart from guaranteeing
that each help is being provided on schedule, it is essential to ensure that the behaviors of the
administration part are likewise met. This incorporates both accessible if the need arises and in-
person benefits. While chatting with clients it is imperative to keep up a degree of regard. In
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addition, give appropriate follow-up to ensure they are making the most of their stay at the inn.
On the off chance that they have any grievances, get them dealt with at the most punctual.
7. Meeting Customer Expectations- Customers are continually looking for a lively help and a
significant encounter. Furthermore, magnificent help will empower you to do precisely that. All in
all, administration in the neighborliness business enables hoteliers to meet – and perhaps
outperform – client desires. Positive endings are critical in the friendliness business as they
resemble crisp starting that guarantees support of a lifetime. Continuously finish strong.
Continuously grin and welcome when you see them. Call them by their name and keep up a decent
comical inclination when conversing with them.
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Books and Journals
2. Sudhir Andrews; (2008); Tourism & Hospitality Industry; North America; McGrawHill
Companies.

1. Service guarantee; https://en.wikipedia.org/wiki/Service_guarantee; 28October2019
2. Service guarantee: definition, features, benefits, types and design;

https://www.businessmanagementideas.com/service -marketing/service-
guarantee/service-guarantee-definition-features-benefits-types-and-design/17683;
28October2019
3. What is service in hospitality industry? ;
https://www.soegjobs.com/servicehospitality-industry/; 28October2019

1. Service characteristics of tourism and hospitality marketing;
https://www.youtube.com/watch?v=-znvxCn4rvI ; 28October2019
2. Importance of customer service in hospitality industry;
https://www.youtube.com/watch?v=s5ROSlL94tg; 28October2019
Module 7 Empowering Service Personnel to

Deliver Quality Service

1. To discuss how empowerment and motivation are important for
personnel in delivering a quality service;
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2. To know the different ways to empower and motivate personnel; and

3. To adapt this empowerment and motivational tool for personnel in
the tourism and hospitality industry.
THE NEED FOR MOTIVATING AND EMPOWERING PERSONNEL
Empowering personnel
Forefront representatives are the absolute most notable individuals who work for you.
Your cutting edge staff go about as representatives for your organization and are illustrative of
what your image rely on. By managing clients, forefront representatives have the best information
of what drives the best client experience.
It's significant, in this way, that you give a valiant effort to enable cutting edge staff in their
jobs. By giving bleeding edge workers more self-governance and opportunity to settle on choices
with respect to their particular errands, you improve their inspiration to succeed. In such a urgent
territory as the bleeding edge, exceptionally engaged and roused representatives drive better
client cooperation’s and expanded client devotion. Here are eight different ways you can approach
enabling cutting edge staff in your organization.
1. Give Frontline Staff a Say
Before you plunk down with individual pioneers in your organization to settle on vital
business choices that legitimately influence your clients, make a point to counsel cutting edge staff
for significant criticism. All things considered, bleeding edge representatives are probably going to
have chunks of information that aren't conceivable to find out from client criticism frames,
regardless of how well-structured your structures are.

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Continuously recall that the cutting edge staff has the most involvement with client
collaborations. Such representatives know precisely what the primary agony focuses are for
clients, and they can recommend significant enhancements that lead to better vital business
choices and more joyful clients. Moreover, by giving cutting edge staff a state in these issues, they
feel the natural inspiration that their occupations matter and that what they do has a genuine
effect to the business.
2. Pose the Right Inquiries
There is no utilization in mentioning input from bleeding edge staff if the inquiries you pose
of them are not about things that really sway the business. Organizations tend to not approach the
correct inquiries when searching for input. Concentrate on applicable themes that are urgent as
far as conveying a superb client involvement later on.
3. Convey Results
Giving bleeding edge staff a state and posing the correct inquiries is a decent beginning
stage. In any case, it isn't probably going to prompt long haul strengthening on the off chance that
you don't impart the outcomes back to representatives taking a shot at the cutting edge.
Advice representatives regarding the exact advances you intend to take dependent on the
input they've given. At the point when representatives see solid instances of their
recommendations being paid attention to, they will react decidedly to future solicitations for
input. On the off chance that cutting edge workers feel like their thoughts go into a void, gone
forever, they will feel less slanted to enhance future recommendations.
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4. Perceive and Reward Great Frontline Work
Cutting edge staff are bound to make a special effort to take care of convoluted client issues
and fulfill clients when they realize their pioneers welcome the work they do
5. Adopt a New Recruitment Strategy
To guarantee your cutting edge staff can convey a fantastic client experience unfailingly,
you may need to make acclimations to your enrolling procedure. In particular, it's a smart thought
to emphatically stress client support abilities all through the enlisting and choice procedures.
Rather than obsolete one-on-one meetings in which questioners question potential
workers, consider assessing their client assistance aptitudes in reasonable pretend situations.
Gathering meetings give another valuable strategy to measuring client support aptitudes since you
can pass judgment on up-and-comers' capacities to convey successfully preferred in a gathering
situation over in a one-on-one setting.
By enlisting client arranged individuals from the earliest starting point with shrewd
enrollment and choice, you'll as of now be one stage ahead as far as guaranteeing inviting help.
6. Put resources into Your Onboarding
In the event that onboarding your new representatives comprises of perusing a couple of
reports and viewing a video, you are not enabling those workers to convey most extreme
consumer loyalty.
Consider giving an organized preparing program wherein the point is to show new
bleeding edge workers all that they have to know to understand clients and address their issues.
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At the point when new bleeding edge workers see the reality with which their jobs are dealt with
and the venture that has gone into guaranteeing they are prepared to deal with their positions,
these staff individuals will be prepared from the begin to adopt on a client driven strategy. 7.
Concentrate on Purpose, Not Rules
Forcing exacting principles on cutting edge laborers is a constrained administration
approach that confines any push to engage bleeding edge staff. Compelling administration of
bleeding edge workers in contemporary organizations is tied in with giving a typical reason for
addressing client needs and prompting representatives about specific criteria they can use to best
manage clients, as the circumstance calls for it.
Having a typical reason offers significance to your representatives' every day work, which
better converts into improved client commitment. Moreover, managing staff on administration
criteria rather than actualizing an exacting principle based methodology is a superior method to
enable bleeding edge staff to carry on as per how you need to speak to your organization in reality.
8. Improve Team Communication with Technology
The miracles of present day innovation imply that you can utilize administrations, for
example, the Crew application to improve group correspondence, engaging workers to all the
more likely associate with end clients.
By utilizing the Crew application, colleagues can talk and give and get input, and
assignments can be all the more effectively figured out how to convey the most significant level of
consumer loyalty. The Crew application works superbly in engaging forefront staff since it builds
their efficiency and improves camaraderie.

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MOTIVATING PERSONNEL
Great customer service practices can give organizations a vital edge over the challenge.
Persuaded workers who comprehend their occupations and feel a high level of expert fulfillment
are bound to give high help levels than the individuals who are unmotivated and unconcerned
about their employments. It is important also that personnel must be given the following in order
to do their job appropriately:
1. Job Knowledge
Representatives who comprehend the desires for their managers and are spurred to play
out their activity capacities well positively affect clients. These staff members are commonly
learned about the organization's items, administrations, objectives and destinations, and can
convey an incentive to the client. Workers who are roused to be viable organization agents set
aside some effort to guarantee consumer loyalty at all levels by tuning in, giving data and
exhortation and tackling issues. This can enable an organization to draw in and hold a client base.
2. Customer Service Training
The more representatives think about the manner in which an organization works and
what its administration desire are, the more inspired they are to play out their activity capacities
well. Representatives who are prepared on corporate strategy and best practices in client
assistance and fulfillment have the instruments to complete the organization's crucial clients.
Progressing preparing acquaints staff members with new speculations and thoughts to guarantee
the organization ceaselessly remains side by side of imaginative

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consumer loyalty procedures and methodologies. Staff members with peripheral learning of client
support strategies are not prone to be spurred to give anything past essential assistance levels.
3. Sense of Appreciation
Representatives are progressively roused to carry out their responsibilities well and give
high assistance levels when they feel increased in value by their bosses. Organizations that
perceive and reward staff members for their endeavors are probably going to develop faithful
workers who are inspired to enable the organization to be a triumph. Staff members who feel put
resources into the organization - through rewards, benefit sharing activities or acknowledgment
programs - have the motivator to reliably give administration levels that keep clients fulfilled.
4. Ongoing Feedback
Giving continuous input and productive execution evaluates can spur workers to exceed
expectations in giving high assistance levels. This can be accomplished by leading customary
execution assessments with client support agents and empowering open correspondence about
assistance desires. Tell staff members how they can best cooperate with clients. Representatives
who are enabled to follow up in the interest of the organization in settling on client support
choices are regularly spurred to work with clients to make positive results that think about
decidedly the association.
Motivational tool for employees
1. Provide customary criticism concerning the nature of representatives' work. Distinguish in
a productive way territories they can improve, and offer help and advising to enable them to
advance. Applause top notch work to impart a feeling of achievement.
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2. Offer liveliness talks when workers battle. Steer them away from negative reasoning that
debilitates their feeling of achievement. For instance, build up their pride by recognizing the little
enhancements they've made, and call attention to that small advances can prompt amazing
outcomes after some time.
3. Reward representatives openly for great work to inspire them. Inspiration is vital to
building up a feeling of pride, as indicated by the book "What's going on With Management."
Possible prizes incorporate a reward, a raise and the selective utilization of a desired parking spot.
4. Meet with representatives normally to talk about enormous scale procedures, just as
victories and disappointments. Assist them with perceiving how the easily overlooked details they
do influence the general execution of the business. For instance, use outlines and charts to show
the connection between an expansion in a division's nature of yield to expanded deals and good
buyer audits.
5. Offer additional preparation if workers need it. At the point when laborers need
fundamental aptitudes, they can't offer excellent work, and they won't invest heavily in their
unremarkable outcomes. Be that as it may, on the off chance that you can build up their capacities,
the nature of their work will increment, as will their pride.
6. Expand their jobs inside your association to cultivate a feeling of commitment. Testing
them with new obligations grows their ranges of abilities and gives them more open doors for
building up a feeling of pride, as indicated by the book "A Manager's Guide to Improving
Workplace Performance."
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BRINGING TOGETHER EMPOWERMENT AND MOTIVATION
Motivated employees are the most significant factor in the long haul accomplishment of any
business. Empowerment emphatically impacts inspiration, and inspiration prompts better
execution. Postulations connections are significantly more significant for independent ventures,
where representatives are less and associations with clients are normally up close and personal.
Empowerment and inspiration are perplexing ideas. A better comprehension of them enables
independent venture administrators to all the more likely bridle their effects on execution. Below
are some ways how you can bring together empowerment and motivation to your employees:
1. Look after your employees health and safety
2. Improve your employees work-related skills and knowledge
3. Include employees in the decision-making process in your company
4. Provide employee benefits

5. Reward your employee when they achieve certain goods
6. Regularly update your employees about their programs and performance
7. Introduce easy to follow work procedures and processes
8. Encourage individually amongst your employees
9. Encourage teamwork in your company
10. Give your employees more responsibilities
11. Make sure always have the right amount of resources in your business
12. Lead by example in your company
13. Improve communication in your business
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14. Continue to improve and grow your business

Books and Journals

1.8 Ways to empower frontline staff to improve customer satisfaction;
https://crewapp.com/c/resources/8-ways-empower-frontline-staff-
improvecustomer-satisfaction/; 27October2019
2.How does the motivational level of employees affect customer service and
satisfaction; https://smallbusiness.chron.com/motivational -level-employees-
affectcustomer-service-satisfaction-70527.html; 27October2019
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3.How to motivate employees to take pride on their work;

https://smallbusiness.chron.com/motivate -employees-pride-quality-
work26016.html; 27October2019
4.How does empowerment affects employee’s motivation and performance;
https://smallbusiness.chron.com/empowerment -affect-employees-
motivationperformance-64535.html; 27October2019
5.How to empower and motivate your employees;
http://cascadebusnews.com/How+to+Empower+and+Motivate+Your+Employees;
27October2019

1.Empower your employees; https://www.youtube.com/watch?v=onzKSJe9k4s;
27October2019
2.Empowerment and employee motivation; https://www.youtube.com/watch?
v=6qO9VD5FiBQ; 27October2019
Module 6 Service Quality Monitoring and

Feedback System

1. To value the importance of service quality and feedback system in the
tourism and hospitality industry;
2. To evaluate the different feedback method to use in tourism and
hospitality industry;
3. To adapt the monitoring and feedback system in having a service
quality industry; and
4. To recognize the importance of customer feedback in delivering a
quality service.
Service Quality Monitoring and Feedback Systems

Monitoring client impression of your business is an approach to help guarantee you are
giving ideal degrees of care to benefactors who bolster your organization. Observing and
controlling client care practices in your business can assist you with holding clients, support
rehash business and assist you with setting up a decent notoriety through informal promoting.
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CONCEPTUALIZING SERVICE QUALITY
In touriam and hospitality industry they use CRM or Customer Relation
Management in conceptualizing their industries service quality. Recently, numerous
associations have embraced CRM as their characterizing technique towards overseeing
clients and giving ideal assistance. The late Peter Drucker, the administration and
showcasing master, had consistently upheld that "the only purpose for the existence of a
company is the customer". Prior, the association paid lip administration to this idea.
1
Organizations made due as long as items were restricted and rivalry scanty. On a
worldwide, age the items are accessible and available from any piece of the world. There is
a savage challenge to hold clients, making the client genuinely a ruler. The client can bring
forth or devastate items and organizations by their changing inclinations and patterns.
Associations have now authored new terms, for example, being "customer-centric" or
"customer-focused” which is old wine in new jugs. The CRM is currently a coordinated way
to deal with getting new clients and holding them, Any CRM program has one target which
is to hold clients. This is accomplished through, error free service and provinding the
customer the best customer experience.
Features of CRM
1. Prior client direction was the advertising office's worry alone. Today, CRM
makes each worker a showcasing individual. Representatives tune in to clients,
assembles showcase knowledge and give the administration criticism in order to
improve items and administrations. This requires a

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decent correspondence framework start to finish and the other way around in the
association. The executives re-stresses the significance of client care through
publication crusades inside the organization with trademarks, for example, "We
Care for our Customers " of "The Customer is always Right". It is likewise reflected in
the open record or print promotions. Workers are given training and
acknowledgment for their endeavors in giving great client care.
2. Frontline representatives consider themselves to be the item or
administration experience. The server, for example, the server, air entertainer or
counter salesman perceives that she needs to abandon her own issues and give the
visitors an
2
essential encounter through a merry, compassionate and accommodating mentality.
The executives has perceived the significance of frontline staff and has enabled
them to address client issues and resolve frustrations, with the target of making a
superior bond among clients and servers. Connections worked because of this
communication can be enduring to hold clients in any event, during down-time.
3. In CRM, the effort is to discover increasingly more about clients through
advanced databases that can react and enhance the visitor experience. A visitor is
astonished when lodging receptionists recollect their names and inclinations.
Acknowledgment makes the visitor feel important or a ruler. This is conceivable
with the essential and serious database of the executives.
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4. CRM additionally urges visitors to be a piece of the administration
experience. This open door for visitors to self-realize themselves is an extraordinary
help. A clench hand eatery at a visible inn grants visitors to pick their fish from a
variety of new catch of the day; pick the arrangement and backups; the kind of sauce
whether fiery or tart, and hands over the request to the culinary expert to get ready.
They can oversee the readiness in the event that they so need. This self-rule to the
client puts the person in question on an inconceivable high.
5. CRM has carried comfort to the client. In the nourishment business, the home
delivery is only a dial away. Better rushing strategies to keep nourishment hot in
travel and snappier transportation have enabled nourishment outlets to expand
their geographic region of administration. The great outlets keep databases of
clients, their requesting tendecies, and their decision of good and recurrence
3
request to design nourishment generation plans in order to make nourishment
accessible to the visitor's requests.
6. Clearly, associations need to put resources into equipment and programming
to keep up databases and basic leadership reports. This is of central significance to
CRM frameworks. While innovation is a valuable instrument, the dread that it will
supplant human touch is consistently there. At one inn in London, the front office
staff scarcely lifted their heads while serving another visitor's appearance as they
were lost in filling the appearance data into their PCs. The eye to eye connection was
lost and protection exceptionally robotic. In the administration business, innovation
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is an advantage for the cutting edge servers to assist them with giving better help
however not to the detriment of the human touch. CRM arrangements are accessible
by numerous providers in the market going from Siebel, SAP, Oracle, Microsoft, and
so forth.
7. Numerous associations have embraced the ISO 9001: 2000 confirmation.
While ISO was a strategy received by the UK to ensure a base nature of item and
administration universal organizations. Numerous organizations receive this as a
major aspect of the CRM development since it reports each progression in the
administration chain and guarantees that they are done effectively to give the ideal
visitor administration. Each progression can be enhanced or adjusted to changing
business sector patterns.
8. Numerous associations have tied up with banks and other money suppliers
to issue
Mastercards to their dedicated clients. The burger joints Card is a genuine model.
4
This is a viable technique for guaranteeing that clients can eat without the trouble of
conveying money with them. They have gone further by giving limits to Diners
individuals.
9. Another measure utilized by the foundations is to give an advantage to
standard clients, for example, the carriers give the air miles to the incessant voyager.
Another variety is to advance dedication cards that give clients incredible limits and
advantages. They become some portion of the foundation's occasions and a steady
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exchange builds up that advises the customers about nourishment advancements
and different occasions of the foundations.
10. Criticism from clients is basic to the accomplishment of a CRM program.
Criticism is got past input structures, showcase study, due tirelessness while
collaborating with clients, workshops with standard clients and assessments of
compelling individuals.
11. Target advertising is the new popular expression in the CRM framework.
Prior, foundations arrived at customers through mass advertising utilizing papers,
radio, and famous magazines. This methodology never met every client's particular
needs. With more media choices accessible, foundations target income creating
clients through direct mail, call focuses or SMS informing.
CRM is an entire upset inside an association. It includes everybody from the director
to the porter. The executive needs to display his earnestness to CRM by really setting
models It is a procedure of preparing, getting the hang of characterizing new capabilities,
5
re-skilling and the capacity to adjust to the evolving circumstances. CRM has come to
remain. Those with CRM projects are now in front of the race.
MEASURING SERVICE QUALITY
The 9 practical methods in measuring service quality according to Pascal (2016):
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1. SERQUAVAL- This is the most well-known strategy for estimating the
emotional components of administration quality. Through a review, you request that
your clients rate the conveyed administration contrasted with their desires.
Its inquiries spread what SERVQUAL cases are the 5 components of administration
quality: RATER.
a. Reliability - the ability to deliver the promised service in a consistent
and accurate manner.
b. Assurance - the knowledge level and politeness of the employees and
to what extend they create trust and confidence.
c. Tangibles - the appearance; of e.g. the building, website, equipment
and employees.
d. Empathy - to what extend the employees care and give individual

attention.
e. Responsiveness - how willing the employees are to offer a speedy

service.
2. Mystery Shopping- This is a famous strategy utilized for retail locations,
lodgings, and cafés yet work for some other assistance too. It comprises of enlisting
a "covert client" to test your administration quality – or putting on a phony
mustache and going yourself, obviously. The covert operator at that point surveys
the administration dependent on various criteria, for instance, those gave by
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SERVQUAL. This offers a bigger number of bits of knowledge than essentially seeing
how your representatives work. Which will presumably be extraordinary — as long
as their manager is near.
3. Poster Service Rating- This is the act of requesting that clients rate the
administration directly after it's been conveyed. With Userlike's live visit, for
instance, you can set the talk window to change into an assistance rating view once
it closes. The clients make their rating, maybe share some informative input, and
close the talk.
It's likewise done in telephone support. The administration rep asks whether
you're happy with her administration conveyance, or you're approached to remain
hanging in the balance to finish a programmed study. The last form is so irritating,
however, that it sort of obliterates the whole assistance experience.
Various scales can be utilized for the post-administration rating. Many utilize
a number rating from 1 – 10. There's conceivable equivocalness here, however, in
light of the fact that societies vary by they way they rate their encounters.
4. Follow-Up Survey- With this technique you request that your clients rate
your administration quality through an email study – for instance by means of
Google
Forms . It has two or three points of interest over the post-administration rating.
For one, it gives your client the existence for increasingly point by point
reactions. You can send a SERVQUAL kind of overview, with numerous inquiries
rather than one. That'd be frightfully irritating in a post-administration rating.
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7
It additionally gives an increasingly comprehensive review of your
administration. Rather than a case-by-case evaluation, the subsequent study
estimates your clients' general assessment of your administration.
It's likewise a valuable method in the event that you didn't have the post
administration rating set up yet and need a speedy diagram of the condition of your
administration quality.
Be that as it may, there are a lot of drawbacks also. For example, the way that
the normal inbox as of now looks more like a wilderness than a French nursery. No
one's sitting tight for more messages – particularly those that request your time.
With a subsequent overview, the administration experience will likewise be
less new. Your clients may have disregarded it altogether, or they could mistake it
for another experience.
What's more, to wrap things up: To send an email review, you should initially
know their messages.
5. In- App Survey - With an in-application study, the inquiries are posed while
the guest is on the site or in the application, rather than after the administration or
by means of email. It very well may be one basic inquiry – for example "how might
you rate our administration" – or it could be several inquiries.
6. Customer Effort Score- This measurement was proposed in a compelling
Harvard Business Review article. In it, they contend that while numerous
organizations plan to "please" the client – to surpass administration desires – it's
almost certain for a

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8
client to rebuff organizations for terrible help than it is for them to reward
organizations for good assistance.
While the expenses of surpassing help desires are high, they show that the
adjustments are negligible. Rather than charming our clients, so the creators
contend, we should make it as simple as workable for them to have their issues
fathomed. That is the thing that they discovered had the greatest positive effect on
the client experience, and what they propose estimating.
7. Social Media Monitoring- This method has been gaining momentum with the
rise of social media. For many people, social media serve as an outlet. A place where
they can unleash their frustrations and be heard. And because of that, they are the
perfect place to hear the unfiltered opinions of your customers – if you have the
right tools. Facebook and Twitter are obvious choices, but also review platforms like
TripAdvisor or Yelp can be very relevant. Buffer suggests asking your social media
followers for feedback on your service quality.
8. Documentation Analysis- With this subjective methodology, you read or tune
in to your individually composed or recorded help records. You'll certainly need to
experience the documentation of low-appraised administration conveyances, yet it
can likewise be fascinating to peruse the documentation of administration operators
that constantly rank high. What are they showing improvement over the rest?
The obstacle with the technique isn't in the investigation, yet in the
documentation. For live talk and email bolster it's somewhat simple, yet for
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Quality Service Management in Hospitality and Tourism Industry
59 Concepts of Tourism and Hospitality Industry
telephone bolster it requires an irritating voice toward the beginning of the call:
"This call could be recorded for quality estimation."
9. Objective Service Metric- These details convey the goal, quantitative
examination of your administration. These measurements aren't sufficient to pass
judgment on the nature of your administration without anyone else's input, yet they
assume a critical job in demonstrating you the regions you ought to improve in.
IMPORTANCE OF OBTAINING CUSTOMER FEEDBACK
The most ideal method for taking customer feedback is by asking your customers. Also, this
can without much of a stretch be accomplished through studies. With a compelling overview,
organizations can get bits of knowledge into the accompanying.
1. Service
Service is the most vital factor in the tourism and hospitality industry. Customers pay for
the service and they anticipate the best. With the assistance of customers input overviews, inns,
cafés resorts, airlines, travel agenccies and so forth can get knowledge into the nature of their
service and what the customers anticipate from them. A versatile based overview application
gives ongoing experiences on the inputs got and there are numerous different motivations to
change to paperless method for reviews.
2. Quality
Taking input from visitors about the nature of nourishment, or atmosphere is likewise
significant. A few customers may like the nourishment yet they discover the feeling exceptionally
ROSE ANNE U. REYES 59

1
0
noisy or unpleasing. They probably won't come back to a similar spot. With visitor input, lodgings
and eateries can guarantee that their quality is keeping pace with the client's desires.
3. Improvements
There is constantly a degree for improvements with regards to your service. Various
individuals visiting you may have an alternate degree of observation with respect to your service.
It's essential to consistently get some information about this. The most ideal way you may believe
is to converse with them, yet what's shockingly better is to use the intensity of criticism
application where you can have every one of the expressions of your visitors at one spot and later
break down it on your PC, portable or tablet. This advanced way cuts the reliance on paper input
which are monotonous to oversee as well as give you mistaken outcomes.
4. Immediate Damage Control
Each business needs to give the visitors their best involvement yet some of the time
because of a few or different reasons a visitor may end up miserable and could rate your business
a down-thumb. Study Apps like GoSurvey has a reaction based notice highlight which informs the
proprietor or the director about the negative criticism got in this manner giving the entrepreneur
or the chief to connect with the issues looked by the visitor, comprehend them and make their
experience a glad one.
15 Strategies to Obtain Customer Feedback

By: Clint Fontanella
1. Send follow up email.

2. Initiate SMS surveys.
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1
3. Add feedback surveys into your WiFi network.
4. Create paper feedback cards.
5. Send surveys via a mobile beacon.
6. Review live chat transcripts.
7. Conduct customer interviews.
8. Analyze recorded sales calls.
9. Record website visitor session replays.
10. Monitor social media channels.
11. Offer incentives for feedback.
12. Adopt Net Promoter Score.
13. Include post-purchase feedback.
14. Delay asking for feedback.
15. Use feedback monitoring sites.
In any method mentioned above, customer feedbacks is particularly significant when an
organization studies lost clients to decide why clients never again are purchasing its items.
The objective of the overview progresses toward becoming seeing whether there is
anything the organization can do to win a client's business back.

1
2
Books and Journals
2. Sudhir Andrews; (2008); Tourism & Hospitality Industry; New Delhi; McGraw-Hill
Companies.
3. Cemal Zehir, Yasin Sehitoglu, Elif Narcikara and Songul Zehir; (2014); E-S-Quality,
perceived value and loyalty intentions relationships in internet retailers; Turkey;
Elsevier Ltd.

1.9 Practical methods of measuring service quality;
https://www.userlike.com/en/blog/measuring -service-quality; 25October2019
2.Customer service to gain customer satisfaction tourism essay;
https://www.ukessays.com/essays/tourism/customer -service-quality-to-
gaincustomer-satisfaction-tourism-essay.php; 26October2019
3.The importance of guest feedback in the hospitality industry;
https://www.gosurvey.in/blog/the-importance-of-guest-feedback-in-the-
hospitalityindustry/; 27October2019
4.15 Strategies to obtain customer feedback;
https://blog.hubspot.com/service/strategies-to-obtain-customer-feedback;
27October2019

1. Customer feedback; https://www.youtube.com/watch?v=oavWnEjJ0io;
27October2019

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Module 5 Competitive Advantage of Service
Quality in Hospitality and Tourism Industry

1. To define the competitive advantage;
2. To discuss the importance of service quality for the competitive advantage of
a company;
3. To differentiate and compare competitive advantage and core competencies;
and
4. To enumerate the different types and strategies to sustain the competitive
advantage.
COMPETITIVE ADVANTAGE
What Is Competitive Advantage?
There are numerous definition of competitive advantages, one of the given definition is that
it is a condition where the company allows to produce goods or services at equal value for a lower
price or it can be also a more efficient product and services. In this case, it allows or give the
company a more generated income or higher that their margin compare to their competitors.
Moreover, a competitive advantages are affected by the different factors in the business,
this includes cost of materials, label, the quality of the product offered, its network distribution,
knowledge of the property and also customer service.
According to Amadeo, K. (2019) a competitive advantage is the advancement of the
company’s products and services over to their competitor’s products and services. A competitive

advantage happens when there is a strategies that works for the company in a competitive
environment.
According to Amadeo, K. (2019), here are following three determinants in creating a
competitive advantage:
1. Benefit. It is important that the products and services that your company is provided
must be beneficial not just for your company but also for its customers. The benefits of
the products and services provided by your company is something the your customers
will need and must have be valuable too. Moreover, employees and even owners must
know enough knowledge about their products and services offered, its advantage and
how this products and services will benefit their customers. One of the ways that you
can keep up with a beneficial product and services is to be updated in the new trends in
your industry focus, this can include the technological advancement. You must stay up
to date on the new trends that affect your product.
2. Target market. It is also important that your company knows where are the products
and services will be distributed, this is the means of knowing who your customers are.
Also, it is important that by knowing who are your customer, the company must also
know the needs and what is your customers looking for in a product and services
provided.
3. Competition. It is also important that you know who are your real company to save
energy and time competing. Sometimes, your real competitors are not the companies
with the same products and services. Competitors can be anyone and anything that can
also meet the needs of your target customers.

Types of Competitive Advantages
According to Kukreja, S. (n.d.), the competitve advatage has two different types, this are the
following:
1. Comparative advantage- this type of competitive advantage is where a company produce
products and services that are more efficient and is much higher of quality but in a lower
costs of production. This means that the company was able to maximize the resources
while giving a more beneficial and viable products and services to their customers.
A way of the company to in lowering their costs of production is by cutting of
salaries, relocation of their companies on where it will cost them a lower rent and lower
salaries. One of the best example is the company of Apple, in order for them to have an
effective cost cutting, but still quality products and services their factory was relocated in
China, where labor are much lower than in United States.
2. Differential advantage- In this type of comparative advantage, there is a much need of time
to research for a new, trendy, original and unique products and/or services for your
company. In this case, your company could be known for originality of the product and/or
services provided for the customer. But, take note that for your company to be able to
success for the new products and/or services that will be distributed to the customer, the
research and development team must also make sure that this is base on the need and on
what will satisfy their target customers.
However, differential advantage could also have a negative effect, this is by means of
not buying their products and/or services because customers are not satisfied and
interested to the new offers. Therefore, company uses innovation of products and/or

services rather than creating a new one, because companies are affraid of not meeting the
satisfaction of their customers and as well as loosing. However, in innnovation the
company can still have a unique products and services by upgrading the existing ones and
make it more beneficiable for the customers.
Differential advantage can also be acquired by patenting. A patent gives the owner
exclusive rights to an idea or products. Patents can make a company become an elite in the
industry and thus producing products that are unique and of high quality. Patents are
acquired through serious research with innovative and highly skilled researchers. Some
companies can also buy patents from individuals and use them as their own protection.
CORE COMPETENCIES
While core competencies is one of a kind to a specific business substance, companies with
competitive advantage can be effectively imitated by the competitors. The essential contrast
between competitive advantage and core competencies is that center fitness helps in the
formation of constant competitive advantage, and furthermore encourages the firm to go into new
markets.
A core competence can be characterized as the principal quality of a business which
incorporates a one of a kind mix of different assets, learning and abilities, which separates an
organization in the commercial center. It is the significant skills that gives at least one continuing
competitive advantage to the organization in making and conveying apparent advantages to the

clients.
Core competency is something that gives access to various markets, hard to make up for
lost time by competitors and should make a lot of commitment, in offering some incentive to the
customers. It tends to be picked up by the particular arrangement of aptitudes or creation
strategies. It gives a structure to the organizations, which is useful in finding out their significant
qualities, to strategies as needs be.
Key Differences Between Competitive Advantage and Core Competence
The essential contrasts between Competitive Advantage and Core Competence are given
hereunder:
1. Competitive Advantage can be comprehended as the particular element, which encourages
the firm to surpass its opponents at the commercial center. Despite what might be expected,
center ability is characterized as the arrangement of aptitudes and quality, that outcomes in an
upper hand.
2. Competitive Advantage of leeway doesn't guarantee accomplishment to the firm in the long
haul. As against this, center skill guarantees the accomplishment of the firm in the long haul.
3. Competitive Advantage gives a transitory aggressive prevalence over the firm, over
different firms in the commercial center. Then again, center ability gives a durable prevalence over
the firm, over its rivals.

4. Competitive Advantage is an aftereffect of practical quality, though center ability is gotten
from center quality, for example the capability which is key to the business or item, for example, a
particular capacity in business procedure or innovation.
5. When it comes to affect, the center fitness has an extensive effect, as it helps the firm when
all is said in done and multifaceted way, while the upper hand has a constrained and explicit effect
on the business.
6. Competitive Advantage position helps in increasing focused quality in a specific business or
item. As against this, center ability helps in picking up greatness in various organizations and
items.
MATCHING SERVICE QUALITY WITH STRATEGY
There are 7 simple strategies for improving your customer service quality according to
Davis, P. (2017). Here are following lists of Davis mentioned strategies:
1. Open up more channels for customer feedback- Customers need numerous and changed methods
for speaking with your company, as study arrangement huge attention needs to it. Maybe it is
something as evident as a customer fulfillment overview, however it could likewise be as "how
could we do?' Card sent with a physical item, an input box on the counter, a web-based social
networking rivalry or a night center gathering. Whatever you pick, ensure your alternatives for
being reached are numerous and fluctuated, and clients will utilize them.

2. Embrace the path of the snail- In this advanced period of been there, done that, the unforeseen
appearance of a written by hand note can do some amazing things for reviving destroyed old
business connections. Furthermore, the wonderful part is, this can work similarly too with
representatives and providers as it can with clients. Do you value somebody's time, exertion or
business? Let them know so by means of genuine creation, propose the people over at Kissmetrics.
On the off chance that the new promoting patterns are about personalization, nothing shouts
individual like a sweet manually written note, or in the event that you are feeling bold, possibly a
carefully assembled card. Please, it will give you a reason to get out that sparkle paste you've been
accumulating in the base work area cabinet for simply such an event. You realize you need to.
3. Hire for customer service greatness- Many individuals will delineate for you; client support is about
the group. So it makes bunches of progress to put your best foot forward by employing an
incredible group from the beginning. Indeed, you can re-train, you can re-persuade, you can
remove your present client assistance delegates, and however nothing beats procuring for the
correct frame of mind immediately. Not in a situation to begin starting from the earliest stage?
Unwind. There's no motivation behind why you would be. Most directors need to improve their
group culture by degrees, not in extraordinary a far cry. Contemplate what sort of client assistance
culture you wish to make, and contract your next representative likewise. Do this reliably, and
client assistance wonder will clearly pursue.
4. Empower employees to resolve issues- One of the unhappiest types you will discover in an
association is a smaller scale supervisor. What's more, why? They can never release anything,
while all simultaneously they are suffocating in a sea of work. Indeed, even where they should
delegate down the chain, the fear of enabling another person to settle on a choice more often than

not brings about them sticking on more tightly, fanatically checking in at regular intervals with
their hapless subordinates. The incongruity? On the off chance that you are a small scale director,
you should realize that this situation doesn't wind up in a superior outcome for your clients, but
instead a bottleneck where everything stops at your office entryway. Rather, have a go at enabling
your representatives to determine client care issues on their drive. In the event that you have to,
set a few limits inside which they can wander, however give them some self-governance inside
that range. You might be enjoyably amazed by the outcome.
5. Provide a rich learning environment for your team- Your client support group, alongside the
remainder of your representatives, ought to consistently be getting the hang of… building up their
substance aptitudes, their relational connections, their specialized mastery, their time the
executives abilities … all of which mean improvement in the client assistance field. To give your
client support methodology a dose of adrenaline, quickly upskill your client support group in a
basic ability that will have any kind of effect and cautiously watch the outcome. Investigation. Play
around with it. Keep in mind, everybody adapts in an unexpected way, and individuals
additionally learn at their very own pace. What's significant is to guarantee that preparation
openings are abundant, important, available and progressing – regardless of what way your
workers at last take to land at their goal.
6. Practice active listening with customers- What do your clients need from your client assistance
group? To be heard – really heard – particularly when things turn out badly. To do as such, your
reps and client confronting staff should be prepared in the workmanship and study of undivided
attention… an assignment that is in fact actually quite difficult. The fact of the matter is a ton of
what we call "tuning in" nowadays is only hanging tight for the other individual to complete the

process of talking with the goal that we can put our point over. This mentality is a demise toll for a
client support relationship. Rather, train your staff to listen cautiously to get to the core of the
issue, reflect back what the customer is starting to them, and take suitable and point by point
documentation to give a premise to development. At the point when the discussion is revived
sometime in the not too distant future, you need your client care group to have the option to get
where they left off consistently.
7. Underpin your customer service strategy with data- Pretty much every client cooperation opens up
the potential for important information gathering – information that will have the option to
support your organization's future bearings with hard proof. Be that as it may, in the event that
you decide not to gather it, get an inappropriate things, or play out what might be compared to
giving your information accumulation a chance to sit in a dusty work area cabinet, you are
basically working in obscurity. Things being what they are, would you say you are passing up on a
gigantic chance to drastically upgrade your client assistance system through the reasonable
utilization of cautiously curated client information? Assuming this is the case, there's no time like
the present. There are such huge numbers of motivations to gather even only the essentials on
your customer qualities and connections. They furnish you with a superior capacity to
comprehend who your best clients are, and what, when and where they are purchasing. They
enable you to extend where you may discover a greater amount of them, in the pretense of new
clients. They empower you to follow how well you are going on client assistance and a ton of
different measurements you may mind to quantify. At their center, they enable you to participate
as time travel: to think back over where you've been, and forward to where you're going, at the
same time. Also, the best part? You can begin right where you are.

SUSTAINABLE COMPETITIVE ADVANTAGE

Maintainable upper hands are required for an organization to flourish in todays worldwide
condition. Worth financial specialists look for organizations that are deals. So as to abstain from
acquiring a worth snare one of the elements we scan for is feasible upper hands. Without at least
one practical upper hands an organization will most likely be unable to recoup from whatever
made the stock become a deal. We just need to purchase the supplies of organizations that are
genuine worth ventures, not esteem traps. At the end of the day, we need to purchase stocks
exchanging underneath their inherent worth and will develop income for investors.
Definition
Reasonable upper hands are organization resources, traits, or capacities that are hard to
copy or surpass; and give a better or ideal long haul situation over contenders.
Reasonable upper hand is the way to business achievement. The power empowers a
business to have more noteworthy center, more deals, better overall revenues, and higher client
and staff maintenance than contenders.
It is the significant driver of long haul business esteem and is the thing that buyers will put
the most incentive on when hoping to get a business. Without a supportable upper hand, you
hazard being another 'me as well' business that tangles along accomplishing not exactly palatable
outcomes.

Types of Sustainable Competitive Advantage
1. Minimal effort Provider/Low valuing - Economies of scale and productive tasks can enable
an organization to keep rivalry out by being the minimal effort supplier. Being the minimal
effort supplier can be a critical hindrance to section. Furthermore, low estimating done
reliably can manufacture brand dependability be an immense upper hand (for example
Wal-Mart).
2. Market or Pricing Power- An organization that can expand costs without losing piece of the
pie is said to have evaluating power. Organizations that have estimating force are typically
exploiting high obstructions to section or have earned the predominant situation in their
market.
3. Incredible Brands - It requires some investment and cash to assemble a brand. It takes next
to no to pulverize it. A decent brand is important on the grounds that it makes clients favor
the brand over contenders. Being the market chief and having an extraordinary corporate
notoriety can be a piece of an incredible brand and an upper hand (for example Coca-Cola
(KO).
4. Hindrances To Entry - Cost points of interest of a current organization over another
organization is the most widely recognized hindrance to passage. High speculation costs
(for example AT&T (T)) and government guidelines are normal obstacles to organizations
attempting to enter new markets. High obstructions to passage at times make restraining
infrastructures or close to imposing business models (for example service organizations).
5. Adjusting Product Line - An item that never shows signs of change is ready for rivalry. A
product offering that can advance takes into account improved or integral follow up items

that keeps clients returning for the "new" and improved rendition (for example Apple
iPhone) and conceivably a few accomplices to go with it.
6. Item Differentiation- A remarkable item or administration fabricates client steadfastness
and is more averse to lose piece of the overall industry to a contender than a favorable
position dependent on cost. The quality, number of models, adaptability in requesting (for
example custom requests), and client support are on the whole angles that can decidedly
separate an item or administration.
7. Solid Balance Sheet/Cash- Organizations with low obligation or potentially heaps of money
have the adaptability to make fortunate ventures and never have an issue with access to
working capital, liquidity, or dissolvability (i.e Nike (NKE). The accounting report is the
establishment of the organization.
8. Exceptional Management/People- There is consistently the elusive of remarkable
administration. This is difficult to evaluate, however there are champs and washouts.
Champs appear to settle on the correct choices at the opportune time. Victors by one way
or another persuade and benefit from their workers, especially when confronting
difficulties. The board that has been fruitful for various years is an upper hand.
9. Worth Investing and Sustainable Competitive Advantages - Organizations with one
reasonable upper hand may be fruitful. Discovering organizations with different feasible
upper hands will significantly impr

Five stages to building up a feasible upper hand
1. Comprehend the market and its fragments. Search for those specialties that aren't very much
adjusted by contenders and can be gainfully focused on and offered to.
2. Build up a comprehension of what clients truly need and set up an incentive that catches their
eye.
3. Work out the key things that you have to do truly well to help and convey the incentive. For
instance, administration levels, quality, marking, estimating, and so on.
4. Comprehend what your qualities and center abilities are and how you can utilize these in
inventive manners to offer some incentive to your picked market.
5. Structure your plan of action to help and convey the offer.


Books and Journals
1. Liping Cai & Pooya Alaedini; 2018; Quality Services and Experiences in Hospitality
and Tourism; Bingley; Emerald Publishing Limited
2. Jay Kandampully, Connie Mok & Beverly Sparks; 2013; Service Quality Management in
Hospitality and Tourism and Leisure>; New York; Routledge

1.Competitive advantage;
https://www.investopedia.com/terms/c/competitive_advantage.asp; 22October2019
2.What is competitive advantage? Three strategies that works;
https://www.thebalance.com/what-is-competitive-advantage-3-strategies-thatwork-
3305828; 22October2019
3.Types of competitive advantage; https://www.managementstudyhq.com/types-
ofcompetitive-advantage.html; 22October2019
4.Difference between competitive advantage and core competencies;
https://keydifferences.com/difference-between-competitive-advantage-and-
corecompetence.html; 22October2019
5.7 Simple strategies for improving your customer service quality;
https://www.business2community.com/customer -experience/7-simple-
strategiesimproving-customer-service-quality-01789314; 23October2019
6.Sustainable competitive advantages: definition, types & examples;
http://www.arborinvestmentplanner.com/sustainable -competitive-
advantagesdefinition-types-examples/; 23October2019
7.Five steps to get sustainable competitive advantage;
https://www.smartcompany.com.au/business -advice/strategy/five-steps-to-get-
asustainable-competitive-advantage/; 23October2019

1. What is competitive advantage?; https://www.youtube.com/watch?v=-JfWsYLJMlU;
23October2019
Module 4 Service Quality, Customer Satisfaction

and Value

1. To describe the service quality, customer satisfaction and value in the

hospitality and tourism industry;
2. To discuss the importance of service quality towards to customer
satisfaction and value in hospitality and tourism industry;
3. To demonstrate a service quality that will satisfy customer and build
customer value;
4. To relate customer satisfaction and customer value into service
quality; and
5. To develop a strategy towards a service quality that will result to
customer satisfaction and value.
Service Quality, customer satisfaction and value are the most significant factor in order to
sustain a competitive advantage with other business in the tourism hospitality fields. There are
various important reasons why a service quality affects the customer satisfaction and vice versa.
The values are also a significant factor in order to achieve a customer satisfaction and that will
lead to a quality service to the customers.
SERVICE QUALITY
These are various meaning of service quality in tourism and hospitality industry:
“The outcome of an evaluation process where the consumer compares his expectations
with the service, he perceived he has received.” - Grönroos
“An attitude related, but not equivalent to satisfaction and result from a comparison of
expectation with perception of performance.”- Prasuraman, Zeithaml and Berry
“A way of measuring how very well the services level provided matches customers’

expectations with a consistent basis” -Webster
“Service quality is the ability to satisfy as well as meet or go over the customers’
expectation.” -Lee, Khong and Ghista
“An action or an activity which can be offered by a party to another party, which is basically
intangible and not affect any ownership. Service may be related to tangible product or intangible
product.” -Philip Kotler (1997)
“Service quality is a focused evaluation that reflects the customer’s perception of specific
dimensions of service namely, reliability, responsiveness, assurance, empathy and tangibles”
–Zeithhaml and Bitner (2003)
There could be a numerous definition of service quality, but in the tourism and hospitality
industry it means a life for the industry. This is an important factor for the business to gain a
competitive advantage and customers’ confidence in the highly competitive marketplace, and
because of this service quality can give the tourism and hospitality industry a chance to be
different with advantage to other organization.
By having a service quality in the business this could benefit the business by having a
satisfied customer, building a good image, creating loyal customers and by having competitive
advantage to a business.
Dimensions of Service Quality
According to John Spacey (2017), there are 10 dimension or types of service quality. These
dimensions are needed in order to satisfy the customers in the services provided for them. It is

important that in order to give a service quality, the products and services must provide the
following dimensions:
1. Reliability- in tourism and hospitality, time is important for the staff as well as for the
customers. It is important that the information provided by the staff are well reliable and
can be accountable. A good example of this are the flight departures of an airline company,
your company can be called reliable if there are no delays and are usually on time.
2. Responsiveness- It is also important that the company and its staffs are approachable in
times that the customers’ needs something. An example of this are emergencies that
involves your customers, make sure that you are well responsive to their needs and as well
as it is also important that you are knowledgeable to the kind of information that they want
about the services.
3. Empathy & Tailoring- employees in the tourism and hospitality industry must know the
kind and the needs and wants of their customers. Not all people are same customers even if
they availed same products and services. In this case for example, some of customers
enjoys a personal conversation while others prefer to maintain distance.
4. Competence & Diligence- it is necessary that staffs or professionals that handles customer
services should be aware of their assigned job.
5. Consistency- repeat customers means that the company satisfied their needs and wants. It is
important that staff should deliver the same amount of giving the service to your customer
in order for them to become a loyal customer.
6. Safety & Security- making sure that the customers’ are safe and secure even after your
transaction with them. For example are the personal data’s that you gained from your

customer as part of your transaction with them, it is important that you secure their
personal data and make sure that it is safe in your office.
7. Environments- it is important also that the quality of the environment where your service
will undergo are always there.
8. User Interfaces- this are pleasing and are productive to use.
9. Tangibles- although tourism and hospitality industry are said to give more intangible goods
rather than tangible goods, as part of giving a quality services it is also important to make
sure the quality of tangible products that will be used or give to the customers.
10. Experience- the main intangible product in tourism and hospitality industry is experience. It
is important and as part of service quality to give the customer a memorable and satisfied
experience to the services consumed from your company.
Measuring Service Quality
Pascal (2016), cited 9 Practical methods for in measuring service quality. Measuring a
service quality is a crucial part because not all services are the same, and at the same time not all
service providers has same level of expertise. In order to measure service quality here the
following measurement:
1. SERQUAL- this is a survey method where in you can ask the customers of the experience to
your company’s service.
2. MYSTERY SHOPPING- a way wherein you hire an undercover customer to test if staffs are
giving same quality of service.
3. POST SERVICE RATING- asking customers to rate the service experienced to the company.

4. FOLLOW-UP SURVEY- this type of survey is you are using an email to rate your company’s
service.
5. In-APP SURVEY- this can be accessed through mobile app or website, questions are asked
while they are in the application.
6. CUSTOMER EFFORT SCORE (CES) - in this measurement according to Harvard Business
Review, instead of delighting the customers, the company should make it as easy as
possible for them to have their problems solved.
7. SOCIAL MEDIA MONITORING- customers found a way in order for them to be heard, either
by praising the company for giving them a quality service or by posting their bad
experience.
8. DOCUMENTATION ANALYSIS- With this qualitative approach you read or listen to your
respectively written or recorded service records. You’ll definitely want to go through the
documentation of low-rated service deliveries, but it can also be interesting to read through
the documentation of service agents that always rank high.
9. OBJECTIVE SERVICE METRICS- These stats deliver the objective, quantitative analysis of
your service. These metrics aren’t enough to judge the quality of your service by
themselves, but they play a crucial role in showing you the areas you should improve in.
CUSTOMER SATISFACTION
The customer satisfaction is about the feelings or the experience of a customer which can

be either satisfied or dissatisfied from the customer’s assessment on the quality of service
provided. The tourism and hospitality industry are continuously trying to improve the service just
to satisfy their customer because higher customer satisfaction will leads towards customer
loyalty.
There is a theory called disconformity theory which was Oliver presented, according to hm,
a satisfaction from customers are a result wherein expectation are met during the actual
performance of the service providers. The satisfaction of the guests usually comes when the
actual services are greater than the expected service which is called positive disconfirmation.
Meanwhile, when the service is lower than the expected service to receive, it is called negative
disconfirmation.
Here are more definitions of customer service:
“Customer satisfaction is essential for corporate survival.” – Vavra (1997)
“Knowledge of customer expectations and requirements is essential for two reasons – it provides
understanding of how the customer defines quality of services and products, and facilitates the
development of a customer satisfaction questionnaire.” -Hayes (1997).
Furthermore, customer satisfaction is recognized as of great importance to all commercial
firms because of its influence on repeat purchases and word of mouth recommendations- Berkman
and Gilson (1986).

In general, in tourism and hospitality industry serving the people is the major activity and being
served expertly is what the guests expects from the industry. The customer satisfaction is a determinant
of the level of the success of a business. However, customer satisfaction is not only met by giving them
a quality service but also satisfying them with different elements around your business. Here are the
following important elements that affects customer satisfaction on your business:
Customer Service- this begins the moment an individual approached your business, either to
make a reservation or to gather information. Having a high quality service means that you the
company has met and exceeded the service expected from them.
Environment- one of the significant thing that makes a customer satisfied is the physical look of
the company. The environment are expected to be clean, well-lit and comfortable, while feeling
at home.
Security- a very important matter in availing a tourism and hospitality service is to make
sure that you have secure environment by creating a friendly and helpful employees that
are available to assist the customers from the moment they arrived to the company.
However, it is believed that an armed and uniformed security guards will frighten guests
rather than impart a sense of safety.
Value- this can be in the form of giving price cut, free sweets or appetizers, refreshments at
no charge, gift coupon and others. Customers will not expect this perks and this could
encourage customers to comeback, as a result of customer satisfaction.

Measurability- in order to achieve a 100 percent customer satisfaction the company can use
or engage a tools in order to monitor customer satisfaction and company’s progress. This
tools can be in a form of customer survey cards are mini-surveys, allowing your guests to
tell you about their experience. This customer survey cards will help your company to
know in what area they need to improve and as well as if the employees are serving the
customer appropriately. More over here are the following method that can be used in order
to measure customer satisfaction:
1. Direct Methods- this means that you are directly communicating with your customers in order to
know their feedback about the service that they experience in your company. Here are the list of
how you can get feedback from your customers directly:
a. Getting customer feedback through third party agencies.

b. Direct marketing, in-house call centers, complaint handling department could be treated as
first point of contact for getting customer feedback. These feedbacks are compiled to
analyze customers’ perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.
f. Surprise market visit
2. Indirect Method- this type of method are said to be more costly and are needs to have a long
preparation in order to implement. Here are the following indirect methods that can measure
customer satisfaction:

a. Customer Complaints- when you have customer complaint it means that there is an issue or
problem arises in any product or related service. When complaint is continuous in a
particular product or service this means that the performance of the company is not
effective and/or satisfying. However, if the complaint are reducing this means that the
company is doing great and the customer could be satisfied in a higher level.
b. Customer Loyalty- you will know if the customer are loyal to you if they keep on visiting
your company to avail your service or products. This means that repeat customers are loyal
customers that become satisfied continuously in the products and services provided by
your company through your suppliers. Hence by obtaining the customer loyalty index,
suppliers can indirectly measure customer satisfaction.
IMPORTANCE OF SERVICE QUALITY & CUSTOMER SATISFACTION

By giving a service quality to your customer, you can achieved a customer satisfaction. This
is a life of business in the hospitality and tourism industry, to make sure that customers are
satisfied in the services and/or products that are provided to the customer. This will help the
company to be in the long run and this will be a competitive advantage. By providing service
quality and customer satisfaction your company can have the following:
Customer Loyalty- if you have a loyal or repeat customers this means that they are happy
with your products and services provided. You can achieve this by giving their availed
products and services a personal touch and by making sure that the products and services
are always available in your company. However, there will be a time that customer can be

tired or bored with the same services and products provided to them, to overcome with
this companies should keep focusing on how they can keep satisfying their customers.
Happier Environment- it is significant to any company that you must create a pleasant and
comfortable place for your customers, this is also one way in order to satisfy them. Your
company don’t need to spend a lot when creating a pleasant and comfortable place. All you
need to do is to maintain the companies place clean, pleasant and comfortable to make
your customers feel at home.
Increased Security- customers are need to have a secure place or environment in order to
relax and enjoy their time when availing a service or product in your company. This can
also help the company in order to satisfy and create a loyal customers.
Better Value- by believing that your company is giving a value from the money that the
customers are spending with your products and services this can create a great impression
to you company.
RELATIONSHIP BETWEEN SERVICE QUALITY AND CUSTOMER SATISFACTION
According to the study of Alauddin, Ahsan, Mowla, Islam & Hossain (2019), there is a
positive relationship between service quality and customer satisfaction. According to them service
quality has an important role in satisfying the customers and hotel manager in giving an excellent
service to their customers in order to have a competitive advantage and to be efficient for their
customers. It is important also that employees in the tourism and hospitality service must give

their customers a satisfying service and are willing to help. The compnay must invest in giving
trainings, seminars and orientation for their employees to act courteously with each customes
encountered,
Moreover, in the study of Padlee, Thaw and Zulkiffli, the result shows that by knowing the
relationship between service quallity and customer satifaction this could help the company to
overcome the challenges that encountered while improving the service quality in tourism and
hospitality services (Gunarathne 2014).
Also, according to the Eshetie, Seyoum & Ali (2016), a service quality is considered an
important apect for the success and survival of the company an in competing with other company,
this might also influence the behavior of the customers in a decision making process, and also the
level of relationship between customent and company that will impact customer’s loyalty. By
knowing the level of quality service it will be a good way to know if the service are good or bad
and whether the customers will or are satisfied with. Moreover, the researchers indicated also
that the commitment towards a service quality can improve the customers level of satifaction and
could also increase profit for the company. On the otherhand, if there is a mistake in service or
there is a low service quality this will costs the company’s money and most importantly their
reputation. The unsatisfied customers usually do not go directly to the management but will tell
their experience to other people that can be your possible future client.
Furthermore, here are the following result of the study about the relationship of service
quality and customer satisfaction in hospitality industry according to Eshetie, Seyoum & Ali
(2016):

1. Responsiveness resulted as one of the important and can create positie relationship
with customer satifaction. The result also shows that customer satifaction, are based on the
responsiveness of the performance of the company particularly its employees.
2. Communications is also important and can create a positive relationship with the
customer satifaction in hospitaliry and tourism services. One way to assure customer
satisfaction is to properly communicate with its customer as part of a quality service that a
company can give to them.
3. Tangibility also is important and can create a satifaction with its customer in
hospitality and tourism services. Tangible products and servies of the hospitality and
tourism industry should also has a tour of quality service in order for the customer
satisfied with it.
4. Reliability also is important and can create a satifaction with its customer in
hospitality and tourism services. If companys and employees can not give a true and
reliable information about the company’s products and services this will result to customer
disatisfaction
5. Confidence also is important and can create a satifaction with its customer in
hospitality and tourism services. All items includes: knowledge of employees about local
place, treatments’ of guest, secured environment delivered by the hotels, politeness of
staffs and facilities located suitable place are a negative average score results when we
compare customers’ expatiations.

SERVICE VALUE
According to the study of Ruiz D.M., Castro C.B. and Diaz I.R., a service value is the exchange
between the quality or benefits that a customer receives in the company’s service, it could be a
company’s sacrifice in order to give the customer their expectation in order to satisfy them.
However, service value can bring both benefits and sacrifices, and could also produce a higher
quality of service that will shape customers’ perceptions of value. The result of the assessment of
customer’s perceived value will depend from customer’s perceived benefits with perceived costs
and by combining the monetary and non-monetary sacrifices, quality, performance and
disconfirmation experiences. Moreover, Martin et al. (2008) proposed a model of service value
with four components on it; service quality, service equity, confidence benefits, and perceived
sacrifice.
Furthermore, customer value is also defined by Zeithaml (1988) as ‘‘the customer’s overall
assessment of the utility of a product based on perceptions of what is received and what is given’’.
Also, Zeithaml proposed a means-end model in 1988, perceived value is a direct antecedent of a
purchase decision and a direct consequence of perceived service quality.
In the study about tourism and hospitality industry by Jayanti and Ghosh (1996), they
formulated a perceived value as a direct consequence of perceived quality as well as the price base
transaction and acquisition utilities that is based on economic value and consumer behavior
theories. Subsequently, the study resulted that the hospitality and tourism industry must support
the role of value for understanding its customers.


Books and Journals
1. Mukhles M Al-Ababneh; Service quality in the hospitality industry; Journal of
Tourism
& Hospitality; Volume 6; Issue 1; J Tourism Hospitality
2. Shimekit Kelkay Esheti, Wondoson Seyoum & Seid Hussen; Service quality
and customer satisfaction in hospitality industry: The case of selected hotels in Jimma
Town, Ethiopia; Global Journal of Management and Business Research: E Marketing;
Volume 16: Issue 5; Global Journals Inc. (USA)

1.10 Types of service quality; https://simplicable.com/new/service -quality;
16October2019
2.What is customer satisfaction; https://simplicable.com/new/customer-satisfaction;
16October2019

3.Definition of Service quality;

https://www.ukessays.com/essays/marketing/definition -of-service-
qualitymarketing-essay.php; 16October2019
4.9 Practical methods for measuring service quality;
https://www.userlike.com/en/blog/measuring-service-quality; 16October2019
5.Customer satisfaction in the hotel industry tourism Essay;
https://www.ukessays.com/essays/tourism/customer -satisfaction-in-the-
hotelindustry-tourism-essay.php; 16October2019
6.Customer satisfaction in the hospitality industry;

https://yourbusiness.azcentral.com/customer -satisfaction-hospitality-
industry9329.html; 17October2019
7.Methods of measuring customer satisfaction;
https://www.managementstudyguide.com/methods -of-measuring-
customersatisfaction.htm; 18October2019
8.Investigating the relationship between service quality, customer satisfaction and

customer loyalty in hotel industry: Bangladesh perspective;
https://globaljournals.org/GJMBR_Volume19/4-Investigating-the-Relationship.pdf;
19October2019
9.Creating customer value through service experiences: an empirical study in the
hotel industry;
https://poseidon01.ssrn.com/delivery.php?ID=46708711210302608608707302601
30980811130170410870200510100160720240990891221021080890040330550
0
40331040440810960130061140900640620330060490920080671240820270910
0
60930860160460210830271170730241201220880700900051060990010711130
9
9031102077112080085097084&EXT=pdf; 20October2019
10. Service quality, customer satisfaction and customer value: A holistic
perspective; http://citeseerx.ist.psu.edu/viewdoc/download?
doi=10.1.1.452.7598&rep=rep1&typ e=pdf; 21October2019

1. People, process and physical evidence; https://slideplayer.com/slide/1580617/
;15October2019
Module 3 Impact of People, Process and

Physical Evidence in Tourism and Hospitality
Industry
1. To evaluate the impacts of service quality to the 3p’s in tourism and
hospitality industry.
2. To value the 3p’s in tourism and hospitality industry.
3. To adapt and apply a quality of service to the 3p’s of tourism and
It is significant that the tourism and hospitality industry must observe a service quality
through their service providers. The service quality of the tourism and hospitality industry could
vary to the 3p’s which are the people, process and physical evidence. In this module you will be
able to define how and what are the impacts of the 3p’s to the quality of service in tourism and
THE IMPORTANCE OF QUALITY IN TOURISM and HOSPITALITY MANAGMENT
The quality service is a tool in order to manage and monitor the services provided to the
customers by the company’s service providers. Meanwhile, quality assurance is referring to any
plans and a systematic approach towards providing the customer a satisfying goods and services.
Also, quality assurance depends on excellence of two focal points in business the design of goods

and services and to control quality during execution of service delivery which is aided by some
form of measure and inspection (Evans and Lindsay, 2010). A quality service management system
is a result-oriented approach. This means that the service characteristics is important for the
consumers; it is also an opportunity for the service providers who have tangible results to expose
to consumers; the expectation of the customers to the quality of service can be achieve during the
consumption of service and it helps the service providers to show how committed they are in
providing a quality services (Reyad, 2005).
In the hospitality industry concept, the quality of management is widely discussed. In the
hospitality industry the quality of service is defined as “the consistent delivery of products and
guest services according to standards.” When expectation meets and satisfies the guest, they are
more willing to pay for the quality of service. The level of quality service is an important factor in
the experience that guests receive during their visits to lodging operations (Hayes, 2011).
If the hospitality service providers will create a value and quality of service, they can
manage to retain their guests successfully. Managers must recognize the importance of client
retention, since the attraction of a new customer is regarded to be more expensive and time
consuming (Reyad, 2005). In an increasingly competitive market, the issue of quality has grown in
significance for hotel businesses. This has been influenced by a number of factors, such as the
expansion of consumer rights and the alleged emergence of new quality conscious tourists. In
addition, greater competitiveness has caused hotel companies to be increasingly aware of the
importance of quality as a source of competitive advantage (Varvaresos, 2006). According to
Pearson (2011) the components of quality in the hospitality industry that can be used to develop
and implement a quality service system are the following:

✓ Consider the guests being served.
✓ Determine what the guest desire.
✓ Develop procedures to deliver what guests wants.
✓ Train and empower staff.
✓ Implement revised systems.
✓ Evaluate and identify service delivery systems.
✓ Quality self evaluation by the hotel industry (usually through comment cards in the guest
rooms or online questionnaires) is very important so that the hoteliers can identify and
solve problems.
According to Varvaresos (2006), the regular and systematic analysis of evaluation results
may lead to a wide range of advantages, amongst them are:
✓ Measuring the matching degree of customers’ needs and expectations and comparing the
results with perceived quality.
✓ Acting as a basis for the strategic process, identifying improvement activities; and
✓ Controlling competitiveness in quality with the help of benchmarking
According to Laura (2011), the services provided by the hospitality and tourism industry
can be differ in the services offered and in the number of customers. This can vary from a high
volume operation offering a very restricted range of products and services to a lower volume
operation where every customer receives a unique or highly customized service. Another key
variable in any service operation is the nature of the service contact. Having a huge number of

contacts with the consumers requires the service providers with extra effort in socializing with its
consumers. Meanwhile, for the times that there is a small number of contact needed for
consumers, service providers are required to have an extra effort in technical skills. Each requires
a different approach with a high level of contact requiring sophisticated social skills training,
together with a good level of product knowledge, whereas low level of contact requires simpler
customers care and technical training. A low contact service may also be suitable for substitution
by information technology or self service.
According to McIntyre-Pike (1978), customer service is the essence of the hospitality
industry. Customer service has a huge significant to the industry of tourism and hospitality, it is
stressed as a professional courses as well as on the job training modules since aspiring hoteliers,
restauranteurs, tour guides, flight attendants and others in the industry need to be well aware of
its significance and implication for successful business operations.
• Benefits of customer service
✓ Under-promise and over-delivery should be the mantra for success.
✓ Should be attentive and passionate about customer needs.
✓ Build a relationship based on trust and loyalty.
✓ This will result in customer loyalty and retention.
• Feedback of customer service
✓ Stay open to suggestions.

✓ Understand what is your customer’s expectations.
✓ Place a suggestion box in your hotel reception, café, air, travel or tourism office.
✓ Act upon suggestions to show care.
✓ It is essential to understand the importance of customer service in hospitality to
make a positive difference to the business by listening and learning.
• Prompt Service
✓ Provide the best service.
✓ Ensure customer satisfaction.
✓ If customers aren’t satisfied they will seek satisfaction elsewhere.
• Convenience
✓ The hospitality and tourism industry thrives on convenience. The customer service
is one of the most important part of a business, if this is missing the business won’t last
long, uness you will change or add a strategy that will show how important customer
satisfaction for your business. Remember that the service of tourism and hospitality
industries were built to offer the basics of convenience to customers. Today, as the
industries are expanding and the competition is growing, businesses are getting
innovative and thinking of means to achieve the highest standards in convenience
offerings.
• Value

✓ The importance of customer service in tourism and hospitality comes up in the
principle of the industry that customers need to be treated with extra care and by
prioritizing them. If customers feel that he is a getting a value from the money paid to
consume a service, he can be a repeat customer. On the otherhand, if the customer are
dissatisfied to the customer service given by the industry they will no longer return to
the avail the business service and will look for value offerings from the competitors.
Impact of People, Process & Physical Evidence to the Tourism and Hospitality
Industry Service
People. An extremely important part of any company is having the right people to
support the company’s products and/or service. Excellent customer service personnel who
can provide support with clearly known expectations, such as hours of operation and
average response time, is key to maintaining a high level of customer satisfaction.
Customer service skills covers everything from how to lead the people, to hiring, retaining,
training, and building teamwork. Knowledgeable staff adds much value to the product
offering.
Moreover, people are a defining factor in a service delivery process since a service is
inseparable from the person providing it. Customer service training for its staff should be a
top priority for businesses especially those in tourism and hospitality industry. Because
people are very important factor as it tends to be a producer and consumer of servie at the
same time. The behavior of the people within the organization is very important in order to
give their customers a satisfying experience.

Process. Solid procedures and policies that are in place, which pertains to the
company’s products and/or service, is an extremely valuable element to the marketing
strategy. Customers want to understand more than just your product; they also want to
focus on the shape and form your business will take. The process focusses in exposing the
products and services that can be bought by your customers. Usually in order to expose
this is thorough advertisement, and one of the effective advertisement tool is the social
media, network and/or website. Moreover, it is also important process that service
providers should create and buid a good relationship with their customer even after
purchasing from them.
Physical Evidence/Packaging. This refers to the way your product, service, and
everything about your company, appears from the outside. Customers should be tested and
updated when needed about the existing and even the new products and services offered.
Moreover, before a product and services exposed to the possible consumers of it, it is important
that it must be expereienced first by the service providers to ensure the quality of service to give
to its customers. In order to give a quality service to its customers the physical evidence of a
company should be kept clean. well decorated and tidy. Moreover, there are important factors to
remain a positive impact in the physical evidence of the business and its products and services,
and this are the following:
✓ Product liability insurance is needed in case anyone suffers any harm from
your product. Engineering tests are also needed to make sure the package can stand
up to abuses. There may also be regulatory issues to consider.

✓ Visual packaging of a tangible product can make or break a purchase. Small
improvements in the packaging or external appearance of your product or service
can lead to completely different reactions from your customers.
✓ It is also important in selling and marketing services the intangible
products that you can’t see, but that your business can provide with the support
needed from the customer who can experience it.
✓ Physical Evidence can also refer to the people within your company and
how they dress and act. It can refer to how your office is set up, the
professionalism of your staff, nice brochures, how you interact with your customer
base, and every single visual element about your company.
Books and Journals



1.The 7P’s in marketing the hotel industry; https://www.trilyo.com/blog/the-7-ps-
ofservice-marketing-in-hotel-industry/; 16October2019
2.People, process and physical evidence (Packaging);
https://www.masterclassmanagement.com/ManagementCourse PeopleProcessPhysic
al.html; 16October2019
3.Service quality & customer satisfaction in hotel industry;
https://www.trilyo.com/blog/service-quality-customer-satisfaction-in-the-
hotelindustry/; 16October2019
4.People, process and physical evidence; https://slideplayer.com/slide/1580617/
;15October2019
5.The importance of quality in tourism;
https://www.ukessays.com/essays/tourism/the -importance-of-quality-in-
tourismtourism-essay.php; 15October2019

1. Service marketing mix; https://youtu.be/KRApoLufOSM; 16October2019
Module 2 Unique Characteristics of Tourism

and Hospitality Industry
1. To describe the uniqueness of the industry of tourism and hospitality;
2. To distinguish the goods and services of tourism and hospitality industry;
3. To compare and contrast the different uniqueness of the industry of
tourism and hospitality
HOW ARE TOURISM AND HOSPITALITY SERVICES DIFFERENT FROM PHYSICAL

GOODS?

It is recognized that the industry of tourism and hospitality offers services more that physical
goods, as one of the industry’s uniqueness. The following characteristics and their implications for
managing and marketing strategies are identified below:
PRODUCT- in the manufacturing world, products are also known as the physical goods. But in
tourism the service itself is the product. Products offered in tourism could be visible or invisible to the
customers. The tourism service offering can be viewed in different levels:
a. The core or basic service- the main reason for buying a service, e.g. accommodation
b. The expected or actual service- basic service + tangible support service, e.g., accommodation
with a comfortable bed, transportation with a comfortable waiting area, etc.
c. The augmented product- basic service + tangible support service + added value in terms of
reliability and responsiveness, service quality, price options, and supply of free travel
brochures
d. The potential product- future service offerings
In tourism and hospitality industry the core value of service is produced in buyer-seller
interaction. Unlike physical goods that are produced in a manufacturing facility such as factories.
Moreover, services are considered as one of the significant products of other suppliers.
Usually, services are used in order to provide intangible benefits and to satisfy the customer’s
need and wants. Other suppliers use services to improve the quality of the products. In addition, different
travel associations creating a competitive advantage with other suppliers by having addition products to
meet the expectation of the customer. However, most of this travel associations cannot fulfill the
promises and image created and usually fail the customer expectation. Travel associations losses their
credibility and dissatisfies customers.
INTANGIBILITY- tourism services do not have a physical dimension, products could not be
touched, seen, tasted, felt, heard or smelled. However, few tourism services can be purely intangible or
tangible., because mostly they are offered by combining tangible and intangible products. In addition,
tourism services cannot be displayed, sampled, tested or evaluated before purchasing it. In order, to
lessen the difficulties and problems in promoting intangible products, as they cannot be tested before
purchasing it suppliers uses tangible products to market. An example of this, it by giving of flyers with the
good pictures of previous customers, enjoying the services bought to your business.
INSEPARABILITY OF PRODUCTION & CONSUMPTION- in tourism and hospitality industry

services offered is not produced in a particular place only, sold by another, and sold and consumed by
another. In tourism, are being promote or sold first before it is being produced and consumed at the same
place and time. For example, a traveler purchases an airline ticket and consumes the in-flight service as it
is produced (Bateson, 1995). In short, the tourism service is inseparable in production and consumption,
in is needed that customer and service providers are there or present during the production and
consumption of tourism services. Moreover, in tourism services, the consumer is required the

consumption of the tourism service in the place or destination where it is produced or manufactured. The
start of the production and consumption of the tourism service will start after the arrival of the tourists
or traveler in destination. Also, tourism services cannot be separated in the place it is produced or
consumption take place, it cannot be taken home like any other tangible products. On the other hand,
physical goods are produced, distributed and consumed are separated by time and space. The physical
goods are usually done in one destination, repackage and distributed to the wholesalers to retailers for
sales in another destination for different time, sold and consumed in different places. Physical goods can
be taken home by the consumers or travelers, an example of this are souvenirs.
HETEROGENEITY- this means that tourism and hospitality industry vary in standard and quality
over time because they delivered it from people to people and depends on the performance of the person
behind it. The service experience of the customers is not standard and are different, it depends on the
producer to another producer and customer to another customer. An example of this is travel agent
consultant, the services provided by the consultant or agent depends on their moods, feelings, attitudes,
skills and knowledge during the time of purchase of the customer to the service provided. Moreover,
customers also have different needs and wants to the services they want to avail. The produced service
varies on the consumers’ needs and wants.
At the same time, producers cannot remain a standard service performance to its consumers, as it
is also depends on the availability and on the demand of consumers to their services, During the peak
season, great demand of the tourists in a tourism service can be encountered, because of this service
providers cannot spend much time with customers unlike during low season. Thus, quality of service may
vary significantly.
CONSISTENCY- the performance of the employees could change from time to time, because of this
it is hard to achieve a standard tourism and hospitality service. It is said that, the consistency and
standard service performance will depend on the consumer’s and providers demographic profile,
socioeconomic, and psychological makeup and in providers’ skills and willingness to do a good job. Also,
the way the consumers communicate their needs and wants to the providers could also affects the quality
of service. It is not new that lack of consistency cannot be eliminated in tourism and hospitality services.
Another factor to consider in delivering service performance is the external environment, such as climate,
new technology and political factors.
The consistency of service could be critical in hospitality and tourism success in operations and
business. Consumers who experience a good service will tend to visit the business anytime and could be a
repeat customer. Because of the changes in the tourism services and the lack of standardized quality of
service it is important that the business must provide training to its personnel and consumer
management behavior. In the industry of tourism and hospitality, people with empathy and interpersonal
skills should be employed. Learning and service techniques are used to understand customer needs and
wants and on how to communicate properly with them.
PERISHABILITY- unlike physical goods, most tourism and hospitality services are perishable. This
means that services are cannot be kept in stock or stored. For example, unsold ticket today can no longer

be sold and used the next date or on the other day. Similarly, with hotel rooms, it cannot be stored to be
used on the next day. However, still there are times that consumers need to rebook or cancel their tickets
or reserved rooms to avoid loss, airlines and hotels charge penalties for any cancelled tickets and rooms.
The value of the service can be given only at the point that customers used it. But even it is said that most
of the tourism and hospitality services cannot be stored, there are still some part or sectors that can be
stored for later use. An example of this, are restaurants, the ingredients can be stored for a limited period
of time if not availed today. Moreover, perishability means that tourism and hospitality services must be
consumed at time of their production to avoid a loss.
OWNERSHIP- the consumption or purchase of any tourism services does not mean a full
ownership or transfer of ownership of the purchased service to the consumer or buyer. An example of
this is the purchase of a hotel accommodation, this does not mean that the consumer already owns the
accommodation. In tourism and hospitality industry, the purchase of service of the consumers gives them
an entitlement in just a particular number of days, or as long as the service is paid.
BENEFITS PURCHASED- the benefit that can be achieved in tourism and hospitality services is the
experienced created by the consumers during the consumption of the service purchased. Unlike physical
goods that can hold or give the actual goods that are being sold by the sellers. The benefits can be
experienced and found in different sources like:
e. Visible to the consumer (front offices)

f. Invisible to the consumer (administration and maintenance of the physical facilities like
kitchen in restaurant and housekeeping department of a hotel)
g. Inanimate physical environment wherein the service is being done
h. The interaction and communication experience of the personnel that provides the service i.
The customer-customer interaction
MORE DIFFICULT TO CONTROL QUALITY- the tourism and hospitality services are difficult to
control its quality. Since tourism and hospitality services cannot be stored or test before it is delivered to
the buyers, the satisfaction of the consumers and success of the business are dependent to the human or
service providers. Unlike, the physical goods that can be tested its quality before it is delivered to the
consumer. Therefore, it is critically important that service providers must perform perfectly all the time.
EVALUATION PROCESS- the process of evaluating the tourism and hospitality services can occur
in three stages:
j. Preconsumption- consumer selects among alternatives
k. Consumption- consumer compares experiences with expectations
l. Postconsumption- consumer compares experiences with expectation formed at the
preconsumption and consumption stage
Criteria for Evaluation- the only reliable evaluation criteria that can test out the tourism and
hospitality services are the price and the physical environment of the service being offered.

Categories for determining the consumer service quality and the degree of difficulty of service
evaluation according to Nelson (1974), Darby and Kami (1973):
• Search properties- can be assessed before purchase of products (size, color, feel)
• Experience properties- can be assessed after purchase or during consumption (taste,
wearability)
• Credence properties- this is hard to assessed even after or before the purchasing happens
(competence, reputation and security).
Process as Service Quality Evaluation Criteria- final assessment on the quality of hospitality
and tourism service, does not rely on the outcome or after the service, but also during the service process,
or the interaction process between tourists and service provider. Unlike physical goods, that final
assessment depends on the outcome of the products offered.
Dimension of Quality Evaluation- According to Lehtinen (1982) there are three distinct quality
dimensions in service quality:
• Physical (the physical aspect of service)
• Corporate (involves the service organization’s image or profile)
• Interactive (interaction of service provider and customer)
NO WARRANTIES OR GUARANTEES- the tourism and hospitality industry has no warranties or

guarantees since the industry depends on the performance of its workers rather than tangible goods. If
customers are dissatisfied with the services bought, it can no longer be refunded or compensated,
because the services paid has already been consumed.
EASY IMITATION- because tourism and hospitality services have intangible goods they are easily
copied by their competitors. The competitors can produce products that are same with your products
location. It is also neither can be patented.
PEOPLE BASED AND PERSONALITY INTESIVE- there are three kinds of people in tourism and
hospitality industry; people who provide the service (provider), people who consumes the service
(consumer), and the people who share the service with other people (other customers). People are a
huge part of the tourism and hospitality industry; they can provide a quality of service and even destroy
it. Since tourism and hospitality services are very labor intensive and characterized by a very high level of
personal contact between service providers and customers, and between customer themselves the
quality of social interaction influences the service perceptions. People’s behavior, attitude towards other,
willingness to fulfill one’s needs, motivation and personal characteristics are significant in the production
and consumption of tourism and hospitality services and in the development of the perception of the
overall tourism and hospitality product and services. It is necessary that in tourism and hospitality
industry, businesses must be very selective in terms of whom they will hire. The employees are necessary
to fit the interpersonal skills to avoid any human conflicts. Also, it is important that the employers must

be able to recruit, select, orient, train, supervise and motivate their staff for their effectivity. It is also
important to match customers and service offerings and managing customers are equally important.
BRAND LOYALTY- Customers can purchase from other business and many of them could have a
little to no brand loyalty in the tourism and hospitality products or services. The customers can choose
different destination to choose from when having a vacation But, there are still customers that can be
more loyal to the brand of tourism and hospitality services than physical goods, because of the following:
1. It might be because the other brand is more expensive

2. It might be because it is hard for them to have a same information they need and want for the
tourism and hospitality products that they will purchase.
3. It might be harder to assess a new product before purchase
4. It might be harder to find alternative tourism and hospitality products with the same attributes
and benefits.
5. The risk of purchasing of new intangible products in tourism and hospitality are higher.
When customer satisfaction and expectation is met by the service and product providers in
hospitality and tourism industry this can result to brand loyalty. The satisfaction that customers
experience can create trustful social relationships in the chosen provider, they believe in the information
given to them and customers can even become a repeat customer. In return, providers can also gain
benefits for the brand loyalty of the customers, it could gain better knowledge and understanding to the
different preferences of its customers.
SUPPLY DEPENDENCE- tourism and hospitality services are more supply dependent than
demand dependent according to Seaton and Bennett (1996). Their purchase and consumption will
depend on the place of availability and production. An example of this is an accommodation services, they
are visible and available along the highways, downtown areas and ever near airport. The physical
environment of a tourism and hospitality services relies in the purchase and consumption where it will
take place. Also, the physical location of tourism and hospitality services determines the location of their
distributions. The customer should buy the products and services to the intermediaries in tourism and
hospitality industry. In contrast to other manufactured products, this products with physical goods are
produced and consumed in different locations.
The supply of the tourism and hospitality products is fixed in short term and can be long term, the
supply can be changed by building new hotels, planes, attractions, etc. But, usually only few financially
strong companies are able to afford to develop new products in the short term. In contrast, the supply of
physical goods typically can be changed within a shorter time.
MORE DEPENDENCE ON COMPLEMENTARY SECTORS- the customer’s experience and

satisfaction with the tourism and hospitality services will be based on the cooperation of all the sectors in
the industries. Without the full cooperation and complementary performance these sectors and
organizations will not achieve an integrated total product and accomplish a major goal, which is customer

satisfaction. The poor performance of one sector or organization always reflects badly on the
performance of others.
DISPERSED CONTROL AND RESPONSIBILITY- the failure of one subsector affects the reputation
of the total product. In contrast, the production of physical goods depends on one sector, and control over
production belongs to the producer.

Books and Journals
1. Liping Cai & Pooya Alaedini; 2018; Quality Services and Experiences in Hospitality
and Tourism; Bingley; Emerald Publishing Limited
2. Jay Kandampully, Connie Mok & Beverly Sparks; 2013; Service Quality Management in
Hospitality and Tourism and Leisure>; New York; Routledge

1.Service Characteristics of Hospitality and Tourism;
https://www.academia.edu/30790101/SERVICE_CHARACTERISTICS_OF_HOSPITALI
TY_AND_TOURISM?auto=download; 13October2019
2.Introduction to Tourism and Hospitality in BC;
https://opentextbc.ca/introtourism/chapter/chapter -8-services-marketing/;
13October2018

1. Service characteristics of tourism and hospitality marketing;
https://www.youtube.com/watch?v=-znvxCn4rvI; 15October2019
Module 2 Concepts of Tourism and Hospitality

Industry

1. To define the industry of tourism and hospitality and its relationships;
2. To describe the concepts of products, goods and services of tourism and hospitality industry;
3. To explain the concept of tourism and hospitality products and services

WHAT ARE TOURISM AND HOSPITALITY INDUSTRY?

Tourism Industry:
Tourism is defined as an activity of people that requires travel and stay in a destination
outside their residence, for the reason of relaxation, business, family purposes and many other
purposes as long as they will not stay for more than one year.
Moreover, tourism is an active and competitive industry that involves adapting regularly to
customers’ changing needs and wants, as the customer’s satisfaction, safety and enjoyment are
particularly the focus of tourism business.
Based on the different definition given about tourism, here are the following characteristics
identified:
1. There are two main elements in tourism
a. The movement- this pertain to the journey or travel of a person from the
place of origin to the point of the destination.
b. The overnight stays- this pertains to not permanently staying in the visited
destination.
2. The temporary movement of a person in their place of origin to the visited
destination, without the intention of staying longer and has the intention to return
in their place of origin.
3. There are purposes why a person is visiting a destination, however permanent
residence and employment is not included.
4. The kind or type activities that tourists are doing in the place visited is also one of
the characteristics of tourism.
There are also four groups identified that are involved and influenced by tourism
1. Tourists
2. Business providing goods and services
3. Government of the host community
4. Host community
Tourism are made from different kinds or goods and services, generally tourism are
fragmented. Tourism goods and services that are offered to the tourists includes, transportation,
accommodation, attractions, amenities, catering, entertainment, eating and drinking
establishments, shops, activity facilities and many others.
Tourism is also considered as a wide ranging industry, the tourist demand for tourism
products will benefit the destinations economy and could give people millions of job. There are no
other industry that links and provides different products and services from different sectors.
Tourism is multidimensional. The industry of tourism embraces the different aspects of the
human life and society. Tourism provide economic activities that different business sectors are

involve in order to provide the tourists needs. Also, it is a major sociocultural activity that markets
different cultural experiences to its tourists. Tourism involves a historical analysis of tourism
activities and various institutions.
There is a strong link between travel and tourism. If you refer to travel, it is simple
movement of people and the only activity in travel is the trips of people outside the place of
residence for any purpose, except as a daily routine when going to work.
Tourism products and services:

1. Tourism Oriented Products (TOP)- These are the products and services created primarily for
the tourists and also for the locals. These products need a great share of investments in private
sector. A few of them are :
• Accommodations; For example, Taj, ITC Hotels.
• Transportation; For example, Owning taxis, luxury buses, and boats.
• Retail Travel Agents
• Tour Operators
• Shopping Centers such as malls
• Cinema Theatres such as PVR
• Restaurants for Food and Beverages
• Tourism Information Centers
• Souvenirs Outlets
• Museums, Temples, Gardens, and Theme parks
2. Residents Oriented Products (ROP) - Here, the products and services are created mainly for
the local residents staying at a particular tourist destination. This category requires
investment in public sectors more. Some of them are − • Hospitals
• Public Parks
• Banks and ATMs
• Petrol Pumps
• Postal Service
3. Intangible Products of Tourism

• Bookings of accommodations, theatres, and at various sites.
• Tourists’ experience by visiting a destination, eating at a restaurant, or performing an activity.
• Tourists’ memory which is created by storing the details of events and experience on the tour.
The high degree of satisfaction or dissatisfaction is often stored as a long term memory.
• Transportation of tourists and their luggage from one place to another.
4. Reservations- The tour operator is responsible for making reservations for special events or
activities the tourists are interested in. At some places, the reservations are required to be

done well in advance to avoid last minute hassles. The events or activities such as a music
concert or a theatre show, visiting a theme park or a zoo, require people to secure seats or
avail entry with prior reservations.
5. Guided Tours- The tour operators can arrange guided tours. Some qualified staff who can get
access to the place, explain the importance of the place, support, and guide the participants
through the entire visit. The guide is arranged to accompany the tour participants as a part of
tour.
6. Transport Facilities- These facilities are for travelling from one place to another.
• Surface Transport − It includes support of transport by road or water.
• Air Transport − this is the support of transport by air, generally given for long
distance travel. Many times the tours include a halt of a couple of hours at transit
destinations. Today the airports are built and maintained as engaging tourist
terminals by providing amenities such as spas, lounges, food joints, bars, and book
shops, retail shops for selling authentic local food, clothes, and souvenirs.
• Today the Airlines are no more backstage when it comes to caring for their
customers. They offer loyalty programs to their customers under Frequent Flyer
Program to encourage the customers to travel more and accumulate points and
redeem them against travel or rewards.
Hospitality Industry:
The hospitality industry is concerned in providing the guests’ accommodation and foods
and beverages services needed in a visited place or area. Also, hospitality industry pertains on
how a guests are treated by the service providers, and is concerning in the guests well-being and
satisfaction. However, tourists are not only the consumers of hospitality industry, local residents
can also be one of the consumer.
Moreover, the hospitality industry is accountable in providing food and beverages and
accommodations in the destinations or area.
Another definition that was given in hospitality industry, is that it refers to any businesses
and services that links leisure activities to customer satisfaction. Also, it focusses in luxury,
pleasure, enjoyment and experiences as opposed to catering for necessities and essentials. The
products and services within the hospitality industry, below are the lists:
1. Accommodation- providing customers or guest a comfortable place to stay for a
temporary basis only. It is associated in tourism industry, where tourists who travel
for vacation looks for an accommodation that can stay for a short period of time.
a. Bed and Breakfasts- this a type of accommodation where properly owners
live in the same property and offers an overnight stay and breakfast. But
guests are provided with private room and bathroom.

b. Hotels- this requires not just an overnight stay but more nights to stay.
Hotels do not just offer accommodation but also provide different services
like room service, housekeeping and facilities for eating and drinking
c. Motels- this is an accommodation designed for motorists who needs to rest
and stay for an overnight period.
d. Resorts- like hotels, resorts also provide different services. However, resorts
provide wide range of facilities, amenities and activities for their guests.
e. Serviced Apartments- like hotels also, it provides different services for its
guests. But serviced apartments has a larger space for the guests and are
fully furnished, it contains kitchen, laundry and cleaning.
f. Time Sharing- this type of accommodation is wherein you share the room or
accommodation with other users.
2. Food & Drinks- this is an important part of the hospitality industry. It offers one of
the needs of the guests to fulfill with. Foods and drinks sector caters to a wide range
of customers, including tourists. Local, ex-pats and passers-by.
a. Restaurants- foods and drinks offered in the establishment could be eaten
inside or take away. Restaurants could include fine dining restaurants,
takeaway restaurants, fast food restaurants and other type of restaurants.
b. Catering- the food and beverages services are being provided in the place or
area where the customers wish to put.
c. Bars & Cafes- an option for guests to go out, socialize and enjoy foods and
drinks. This kind of food and drinks providers usually offers coffee, tea and
light snacks and bars offers alcoholic drinks and soft drinks.
d. Tea & Coffee Shops- like cafes they also provide varieties of tea and coffee
and is being located in larger establishments like balls and hotels.
3. Travel and Tourism- this are closely related to hospitality industry because they
offer the same products and services to the customers, providing that they will
satisfy the needs and wants of their consumers.
a. Travel Agents- their main duty is to sell travel products to customers on
behalf of the suppliers.
b. Tour Operators- they provide combination of travel and tour products
usually called as tour package that are being sold to the customers.
c. Online Travel Agencies- performs same tasks with travel agents but they
offer over the internet.
d. Cruises- this are cruise ships that offered for customers for leisure purpose.
Cruise ships offers almost all the products and services in the hospitality and
tourism industry.
e. Car rental- a short term access to a car are being offered to guests.
f. Casinos- an entertainment establishments for customers who wants to play
gambling.
The difference between the tourism and hospitality Industry

On a basic level, tourism industry are concerned in providing services to the people who
travels away from their usually place of residence for a short period of time. Meanwhile,
hospitality industry are concerned with services related to leisure and customer satisfaction. It
means that hospitality service providers offers the services for the tourists but can also include
serving people that are not tourists, such as locals.
WHAT ARE PRODUCTS, GOODS AND SERVICES?

The goods and services are described as products. Tangible products are referred to as
goods and intangible products are referred to services. However, products could also a mixture of
both tangible and intangible services most especially in tourism and hospitality industry.
There are four distinct categories of products according to Kotler:
1. Purely tangible goods- implies that no element of intangible service is offered with
the good the customer receives.
2. Tangible goods with accompanying tangible services-
3. A major intangible service with accompanying tangible goods- services tend to be
more intangible than manufactured products; manufactured products tend to be
more tangible than services
4. A pure intangible service- implies that there is no element of physical goods in the
service offered.
Service is defined as “an activity or benefit one party can offer to another that is essentially
intangible and does not result in the ownership of anything. Production may or may not be tied to
a physical product” (Kotler et. al 1998). Also, service is defined as the interaction between the
customer and the firm or customer and service provider.
The interaction between services provider and customer can be divided into three primary
categories according to Mills (1986);
1. A simple nature and is characterize by little uncertainty in transactions;
2. A greater risk in transactions and depends upon the service providers for information and
expertise and is, consequently, an intense interaction between the service provider and the
customer;
3. A very intense interaction between the provider and the customer, the performance of the
service providers, and their competence and personality.

Books and Journals

2. Sudhir Andrews; (2008); Tourism & Hospitality Industry; North America; McGrawHill
Companies.
1. What is tourism?; https://www.go2hr.ca/getting-know-bcs-
tourism-industry/whatis-tourism ; 2019October07
2. Introduction to the hospitality industry;
https://en.wikiversity.org/wiki/Introduction_to_the_hospitality_industry;
2019Octobe07
3. Hospitality Industry Everything You Need to Know about Hospitality;
https://www.revfine.com/hospitality-industry/; 2019October07
4. Products and Services;
https://www.tutorialspoint.com/tourism_management/tourism_management_prod
ucts_and_services.htm ; 2019October08

1. Fundaments of Tourism & Hospitality; https://www.youtube.com/watch?
v=AwV1GheMEcM ; 08October2019

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Quality Service Management in Tourism and Hospitality Industry

1 Service Quality Monitoring and Feedback Systems

Module 11 Technology and its Impact on

Course Learning Outcomes:

service are delivered?

products and services?

ROSE ANNE U. REYES

Customer Service and Technology

every one of which can be executed in segregation:

Customers are in fact glad with such close to personal details.

the web, telephone frameworks, translator system, interface frameworks with

need to registration affirmed visitors into that

room status of the partner on her computer to confirm a room there.

3. Analytical CRM- evaluation of client information for a purpose, includes:

a. Plan and execution of promoting efforts to target markets.

b. Strategically selling, acquiring, up-selling, and maintaining campaigns

d. Productivity examination of the past clients a source for decision making.

e. Credit assessment of clients

f. Predictive investigation of future client conduct

• A database to store client, data, otherwise called warehousing.

• Micros with fitting programming operator support.

• Intelligent sites with providers and partners with amazing telecom

• Explanatory programming for decision making

• Client privacy measures

• Reservation Distribution Networks

• Call center communication

• Advance media communications

ROSE ANNE U. REYES

The Impact of Technology in Tourism and Hospitality Service Quality

check-in, self-service checkout lanes, automated self-service solutions and restaurants. On

numerous occasions, self-service technology and automated back-office service can

straightforwardly be considered as an immense success for the customers.

expenses of organizations' lessening, administrations can likewise be conveyed at a much lower

human touch as a component of the procedure.

ROSE ANNE U. REYES

quietly with troublesome clients.

cloud-based applications for IT administration conveyance errands, for example, Customer

information, and other communitarian assignments.

expanding the genuine live picture with data from a database.

ROSE ANNE U. REYES

example, Facebook, WeChat, or WhatsApp. Numerous organizations as of now give "social

support," with varying degrees.

ROSE ANNE U. REYES

How Technology Affected the Tourism and Hospitality Industry

addition, keeps away from client service issues.

and tourism industry.

incorporates taking a gander at pictures and surveys from past visitors. It is

rivals are doing likewise.

2. Computer Systems –Computer systems permit communications between bigger

found on one framework.

ROSE ANNE U. REYES

reservations, offer arrangements, and publicize by utilizing GPS tracking device.

businesses’ and other smaller companies in the industry.

References and Supplementary Materials

Online Supplementary Reading Materials

Module 10 Cross-Cultural Issues in

Course Learning Outcomes:

To stay in a competitive globalized tourism and hospitality industry, it is needed to create a

ROSE ANNE U. REYES