CUSTOMER SATISFACTION
Customer satisfaction is when customers feel happy and content
with the products, services, or experiences they receive from a
business. It's basically how pleased customers are with what they
got.
Service quality
Service quality refers to how well the service meets or exceeds
customer expectations. It's about delivering a service that is
reliable, responsive, and meets the needs of customers effectively.
Feature of Services
 INTANGIBILITY: Services are intangible in nature,
meaning they cannot be touched or seen before they are
purchased or consumed.
 VARIABILITY Services are highly variable. It is almost
impossible to have the same service from the same seller
the second time. No two customers can have exactly
similar even though they experience it simultaneously.
 Inseparability: Services are typically produced and
consumed at the same time, making it impossible to
separate the production process from the delivery
process.
 Perishability in services leads to supply and demand
issues, posing challenges for service marketers to devise
effective recovery strategies for process failures, as
capacity loss cannot be regained.
Customer delight
Customer delight refers to the pleasure or joy a customer
experience when interacting with your brand, product, or service.
It goes beyond customer satisfaction; delighted customers leave
the experience feeling happy, pleasantly surprised, and relieved.
The Kano Model
The Kano Model (pronounced “Kah-no”) is an approach to
prioritizing features on a product roadmap based on the degree to
which they are likely to satisfy customers. Product teams can
weigh a high-satisfaction feature against its costs to determine
whether or not adding it to the roadmap is a strategically sound
decision.
History of Kano Model
Dr. Noriaki Kano, a professor of quality management at the
Tokyo University of Science, created the Kano Model in 1984. As
author Dave Verduyn explains, Dr. Noriaki developed this
framework while researching the factors that contributed to
customer satisfaction and loyalty.
Kano model feature categories
Feature to include.
•Basic
•Performance
•Excitement
Features to avoid.
• Indifferent
• Dissatisfaction
Customer perceived quality
-The quality of a good or service as perceived by the consumer is
known as perceived quality. It is a subjective criterion that need
not match the actual or objective quality, which is determined by
factual information like the manufacturing method, warranty,
after-sale service, and raw materials.
There are several strategies to modify the perceived quality:
 DIFFERENTIATE YOURSELF FROM THE
COMPETITION.
- Specialization can help the customer perceive a
product or service as something exclusive and
of quality.
 PROMOTE THE BENEFITS OF THE PRODUCTION
PROCESS.
- It is possible to elevate values like equality,
sustainability, and supporting regional
consumption. Two businesses that have
benefited from this synergy are Balay, which
uses its employees as brand ambassadors for a
close-knit community, and McDonald's, which
promotes the consumption of Spanish beef.
 INCREASE THE PRICE.
- although in moderation. In this case, the ideal is
that there is also an improvement in the real
quality so that the client does not feel cheated.
 CHANGE THE IMAGE OF THE PRODUCT.
- (naming, packaging, etc.) in order to give it
greater authority.
 USE A FREE TRIAL OR INAUGURAL PROMOTION
STRATEGY.
- It is primarily applied to the most upscale
goods and services, which the consumer
believes are unaffordable at regular prices.
Obtaining product prescribers is vital at this
point.
 ESTABLISHED ALLIANCES WITH OTHER
COMPANIES.
- The synergies that can be created favor both
parties.
 ENCOURAGE TESTIMONIALS THAT INCLUDES
POSITIVE OPINION.
- Public reviews are especially valuable in
sectors such as hospitality or travel.
 WORK ON REPUTATION
- The marketing department is in charge of it,
working with the public relations and
communication departments as needed. In this
case, the media assumes a unique significance.
 BRAND RELAUNCH
- It has to do with how the product's image has
been altered, as we previously discussed. In
order to eliminate any bad perception, it is
advised to monitor, adjust, innovate, and launch
again if anything has not worked.
How to measure perceived quality
 DIRECT ACTION- Interviews and surveys.
 REVIEWS- on the product page itself or in discussion
forums.
 FOCUS GROUP- These are sparsely conducted group
interviews in which participants give their opinion freely
and discuss some aspects.
 EMPLOYEE REVIEWS- It is very important to know
the ratings of those who deal directly with customers:
the staff of the company.
 MYSTERY SHOPPER- It is a figure that is usually
dedicated to evaluating the services of a company
without the workers of the same knowing who it is, but
sometimes it is also used to observe the attitude of
consumers.
Attributes of perceived quality
 DESIGN- It's crucial to make the right first impression
in order to sell your desired goods. It affects its
usefulness and, in some industries, like fashion or the car
industry, the image that the user wants to project. Its
durability, use, and other factors are just as important as
its aesthetic qualities.
 PACKAGING- Businesses are becoming more
conscious of how packaging affects consumers'
perceptions of their products. Employing reused or
recyclable materials, for instance, might convey a sense
of environmental consciousness. Furthermore,
exclusivity is typically associated with luxury.
Especially in products that are used frequently,
simplicity and usefulness (such as an easy-to-open lid)
are crucial.
 BRAND- Having a strong brand to support you is
crucial when introducing a new good or service. The
consumer assumes that a product or service has
additional value because they begin with the belief that
no well-known brand would take the chance of being
associated with something of low quality.
 MARKETING ACTION- A successful marketing can
have a significant impact on how consumers see you.
Targeting the appropriate audience, using the appropriate
channel, and delivering the appropriate message are
crucial components of any marketing campaign. The
reviews in this instance, along with the influencers' and
prescribers' roles, are critical.
 PRICE- It's a common misconception that higher-priced
items are of superior quality, but this isn't always the
case. One manipulative element that can be employed in
marketing campaigns is monetary value. Selling
something that is ostensibly exclusive, for instance, can
be extremely effectively done by starting with a hook-
the-consumer promotion.
Customer Feedback and Complaints Resolution
Customer feedback-refers to the information, opinions, and
suggestions provided by customers about their experiences with a
product, service, or company.
Complaints resolution-refers to the process of addressing and
resolving issues, concerns, or grievances raised by customers
regarding a product, service, or interaction with a company
Importance of Complaints Resolution
- Customer Satisfaction
- Continuous Improvement
- Brand Reputation
How to handle Customer Complaints
- Listen Actively
- Acknowledge the Issue
- Apologize Sincerely
- Offer Solutions
- Follow Up
- Learn from Feedback
Training and Developing Employees to Serve
EMPLOYEE TRAINING
Defined as a planned set of activities for imparting knowledge to
employees, such that it leads to a growth in job skills required for
organizational growth.
Benefits of Employee Training
 Build Confidence
 Better Performance
 Stronger Workforce
 Creates stronger brand
 Promotes a competitive advantage
DEVELOPING TRAINING PROGRAM
This gives your staff the necessary tools to do their jobs properly,
It also helps them develop their skills and become valued
members of the workforce.
Training should always be preceded by a needs assessment to
determine if perceived organizational problems or weaknesses
should be addressed by training or by some other strategy.
Solving the guests ‘problems.
The needs assessment also needs to identify the objectives of
training and training goals.
 EEO/Diversity
 Orientation
 Safety Training
Skills Oriented Training
 Basic SkillsTraining
 ComputerTraining
 Cross functional Training
 In-house or outside training is cost.
 In large training departments are found in the larger
hospitality industry.
 External Training
 Some large organizations can.
 afford internal training department.
TRAINING METHODS
 Mentoring- A formal relationship between junior and
senior colleagues. The mentor gives advice regarding
functioning in the organization and career development.
 Coaching- One person who has necessary knowledge
instructs other individuals on a one-to-one or small
group basis.
 Apprenticeship- Trainees spend a set period of time
learning a craft or trade under the guidance of an
experienced master.
 On-the-job training- The employee learns the job by
doing. The individual is placed in the work situation and
a supervisor or coworker instructs the employee on how
the job is done directly at the workstation.
 Cross-functional training- The trainee moves through a
series of job assignments over specific time frames.
Classroom training Content is delivered to trainees using
a lecture-based format.
 Simulation- The employee practices the job in a
simulated work environment.
 Audiovisual training- Training using video, such as
through DVDs or online content.
 Computer-assisted instruction- A computer program
guides the trainee through a preprogrammed training
course. The training is conducted on a computer, often at
the schedule of the trainee, and at the trainee’s desired
pace.
 Training at home- Self-paced and self-directed learning
where individuals learn the material in his or her own
time, and away from the job site.
EMPLOYEE DEVELOPEMENT
This refers to experiences that make people better. It is a
tool for increasing organization productivity, excellence,
and health. Training and development increases employee
engagement and helps employees and organizations
perform their best.
IMPACTS OF EMPLOYEE DEVELOPMENT
MOTIVATION- Providing possibilities for growth can
increase team members' motivation by providing them with
a sense of purpose.
PRODUCTIVITY- Employees that acquire new skills are
better able to manage their obligations and adjust to
changes in the work environment.
COMPANY RESILIENCE- A team is better prepared to
face obstacles when it has more knowledge and abilities.
GOAL- Its goal is to improve the existing competencies of
your employees and helping them to develop new ones, all
with the aim of supporting your business goals
Serving with a Smile: Motivating Exceptional Service
MOTIVATION- a process of inducing and stimulating an
individual to act in a certain manner.
MOTIVATING EMPLOYEES
Employee motivation can serve as a major driver of
organizational success.
Employee motivation is the level of commitment, drive, and
creativity that your team brings with them to work.
every day.
Motivated employees do everything they can to get the job done,
improving productivity, and serving as
examples for the rest of the workforce.
Seven ways that the manager can build and reinforce a positive
self-concept to motivate employees:
Challenge Success Experience
Freedom Positive Expectations
Control
Respect
Warmth
 CHALLENGE - Give people jobs that make them
stretch. Challenges inspire engagement.
 FREEDOM - Give people sufficient autonomy to work
without close supervision.
 CONTROL - Set regular times for feedback.
 RESPECT - When you ask for people’s opinions and
listen closely to them when they want to talk, they feel
more valuable and important.
 WARMTH - The more your people see that you like and
care about them as individuals, in addition to as
members of the staff, the better they will perform.
 SUCCESS EXPERIENCE - Give people jobs that they
can perform successfully at their levels of experience
and skill.
 POSITIVE EXPECTATION - This is perhaps the most
powerful motivator of all. Nothing boosts self-esteem
and improves performance more than when people sense
that their boss believes that they are good and competent
and that they have the ability to do the job well.
REWARD MANAGEMENT
Reward management is a crucial motivational practice employed
by companies to ensure employee satisfaction and ambition
within the workplace. By assigning individual goals to each
employee, organizations incentivize performance and
productivity.
The main objective of this practice is to acknowledge and reward
employees for their achievements, thereby fostering a positive
work environment.
Difference between Rewards and Recognition
A reward is given to someone who completes a task successfully.
Recognition is personal praise or gratitude for good work and can
be given by anyone at the company at any time.
Difference between Award and Reward
An award is given to recognize and honor a person's
achievement, while a reward is given to someone who completes
a task successfully.
Types of Rewards
Intrinsic VS. Extrinsic
- Intrinsic- The satisfaction one gets from one’s job.
Intrinsic rewards include things such as: personal
achievement, professional growth, sense of pleasure and
accomplishment.
- Extrinsic- The rewards that come from an outside
source. It can be bonus; salary increment and fringe
benefits.
Financial VS. Non-financial
- Financial rewards- are monetary incentives that an
employee earns as a result of good performance. This
includes stock option; variable pay and bonuses.
- Non-financial rewards- it makes the job more attractive.
It includes appreciation, meeting new challenges, caring
attitude from the employer, appreciation and recognition
motivates the employee.
Performance pays VS. Membership
- Performance pays- linked to the performance of the
employees. It can be paid by way of commissions,
incentive systems, piece work play plans.
- Membership- It is linked to the benefits and entitlements
of the employees (Profit sharing, Salary increases)
Cash/Monetary Rewards
A financial incentive is provided to employees in recognition of
their achievements or contributions to the organization.
Recognition
Employee recognition means to recognize and reward employees.
It shows the company's appreciation for employees' contribution.
Types of Employee Recognition
 Top Down- Managers and management appreciate the
contributions of employees.
 Peer to Peer- Employees are empowered to recognize
and acknowledge the contribution of other members.
 Client to Employee- Clients acknowledge the employees
for the valuable service they receive.
Point Based Recognition System
The manager is given a quota of points every month and he needs
to reward those points to his team members.
Reward Point Redemption
These points can be redeemed for a range of goods and services,
like shopping vouchers, gadgets, and flights.
RewardingEmployeesForPerformance
Employee recognition is a crucial aspect of maintaining a positive
work environment and fostering employee engagement and
morale. This report aims to highlight the outstanding
contributions of our employees and provide recommendations for
effective recognition strategies.
Various Forms of Recognition
 Formal- It is tangible and visible, providing employees
with a sense of accomplishment and validation for their
efforts.
 Informal- It can include verbal praise, handwritten notes
of appreciation, or a simple "thank you" from a
supervisor or colleague.
 Monetary- It involves providing financial rewards or
incentives to employees for their performance or
achievements.
 Non- monetary- It focuses on acknowledging employees'
contributions through means other than financial
rewards. This could involve providing opportunities for
professional development, granting additional vacation
days.
SETTING GOALS
Managers can clarify expectations for employees and motivate
better performance by setting goals, which are valued for the
overall organization and individual employees and units.
Continuation Training
Encouraging employees to develop is the best way to increase
their productivity.
EMPLOYEES MOTIVATION
Employee motivation refers to the drive, energy, and enthusiasm
employees have towards their work and the goals of the
organization.
Factors that influence employee motivation, including:
- Intrinsic Motivation - This type of motivation comes
from within the individual and is driven by personal
satisfaction, enjoyment, or a sense of purpose derived
from the work itself.
- Extrinsic Motivation - This comes from external rewards
or incentives, such as salary, bonuses, promotions,
recognition, or praise.
EMPLOYEES SATISFACTION
Employee satisfaction refers to the extent to which employees are
content, fulfilled, and happy with their work, their roles within
the organization, and the overall work environment provided by
their employer.
Factors that can attained employee satisfaction:
- Employee Engagement
- Respect
- Praise and Recognition
- Fair Compensation
- Life Satisfaction
GUEST MOTIVATION
Guest motivation refers to the reasons why individuals choose to
participate in certain activities or events, such as attending a
conference, joining a workshop, or staying at a hotel.
Common motivations for guests include:
- Personal interest
- Networking
- Socializing
- Learning
- Entertainment
GUEST SATISFACTION
Guest satisfaction refers to the level of contentment or happiness
experienced by guests or customers with a product, service, or
experience provided by a business or organization. It
encompasses various factors such as quality, value, customer
service, amenities, and overall experience.
FACTORS THAT CAN ATTAIN GUEST SATISFACTION
- Service Quality
- Cleanliness and Comfort
- Staff Friendliness and Competence
- Amenities and Facilities
- Location
- Value for Money
- Room Comfort
- Food and Beverage Quality
- Ease of Booking and Check-in
- Safety and Security
CONTINUOUS PROCESS IMPROVEMENT
is the practice of making incremental changes to your business
processes to improve efficiency and quality.
Importance of Continuous Process Improvement:
- Increased efficiency and productivity
- Improved employee engagement and relationships
- Reduced waste and costs
- Improved customer satisfaction
- Allows agility and adaptation to change
- Increased innovation and staying ahead of the
competition
KAIZEN THEORY
Kaizen theory is a Japanese philosophy that means “to become
good through change”. It is a philosophy and a business approach
that originated from Japan after the World War II with the goal of
eliminating waste and increasing efficiency in industrial process.
The main idea of Kaizen is to constantly improve processes,
products, and practices. Involving everyone in an organization,
from upper management to front line staff.
KAIZEN INVOLVES SEVERAL KEY PRINCIPLES:
- Continuous Improvement
- Employee Involvement
- Standardization
- Elimination of Waste
- Gemba (Go to the source)
- Just-in-time (JIT) production
- Total Quality Management (TQM)
- Cross-Functional Collaboration
- Data-Driven Decision Making
- Respect for People
PDCA CYCLE
 W. Edwards Deming
 Walter A. Shewhart
PDCA is a model for carrying out change.
PDCA is an essential part of manufacturing philosophy and the
key prerequisite for continuous improvement of people processes.
PDCA includes solutions, testing, analyzing results and
improving the process.
 PLAN- Recognize an opportunity and plan a change.
 DO- Implement the plant on a small scale, ensuring that
all stakeholders are aware of their roles and
responsibilities.
 CHECK- Measure and monitor the results of the
implemented plan against the objectives set in the
planning phase. This involves data collection and
analysis to evaluate the effectiveness of the changes.
 ACT- Based on the results of the checking phase, take
appropriate actions. If the plan was successful,
standardize it and implement it on a larger scale. If not,
refine the plan and repeat the cycle.
7 QUALITY TOOLS
The seven quality tools were first emphasized by Ishikawa (in the
1960s), who is one of the quality management gurus.
These tools are also fundamental to Kaizen and Juan’s approach
to quality improvement
 CAUSE-AND-EFFECT DIAGRAM- helps organize
ideas and understand the relationship between potential
causes and an effect or a problem.
 PARETO CHART- is used to prioritize the contributors
which make the biggest impact on a problem, or which
represents the largest areas of opportunity.
 CONTROL CHART- control chart is often called a time
series plot that is used to monitor a process over time.
 SCATTER DIAGRAM- is also known as a scatter plot
or a correlation graph.
 HISTOGRAM- is a bar graph that shows the frequency
of values.
 FLOW CHART- is a visual representation of a process
that can illustrate.
 CHECKLIST- is to summarize, and in some cases;
graphically depict a tally count of event occurrences.

THE GOAL OF KAIZEN

The overall goal of kaizen is to make small changes over a period
of time to create improvements within a company.
 Waste Eliminations
 Standardization
 Good Housekeeping or 5s

5S
The "5S" methodology, which focuses on cleanliness and
organization, was developed in Japan to improve work efficiency,
effectiveness, and safety.
It is a systematic technique that improves productivity and
quality.
 SEIRI/Sort – go through everything; throw away
rubbish, archive old stuff you may need, decide what
you need in that area on a daily and weekly basis.
Everything else must be removed.
 SEITON/Set in Order – take the items you need in that
area on a daily or weekly basis and find the best homes
for them; label, mark locations, color code – make it
clear to anyone entering the area what should be where.
 SEISO/Shine & Clean – as you are setting a location for
each item, give it a wipe and check it is good working
order. Any broken item needs to be fixed. If your
working area is particularly dirty, more time needs to be
set aside so a thorough cleaning can be completed.
 SEIKETSU/Standardization – the new arrangement and
level of cleanliness is our new standard for each area.
 SHITSUKE/Sustain – if the first 4 S’s have been done
well, sustaining the cleanliness and organization
becomes simpler as it is clear where everything goes and
each person working in an area knows where to return
things at the end of the job or end of the shift.

BENEFITS OF 5S METHODOLOGY
 Optimized Organization
 Improved Efficiency
 Greater Storage Density
 Increased Safety
 Improved Workspace Morale