QUALITY SERVICE MANAGEMENT

IN TOURISM AND HOSPITALITY

 Introduction
In the tourism and hospitality industry
establishment, quality is one of the prime
reason that an entity will be patronized. It should
always be remembered that costumers ( guest as
we call them) have a lot of choices with over
decades of existence in operations. The
determination of quality has changed through
the years.
 Learning
objectives.
• What is quality.
• Determine the different dimensions of quality
• Identify the distinction between goods, service and service products;
and
• Gain insights on the contributions made by the pioneers of total
quality management and services management.
 What is Quality ?

• Involves the consistent delivery of products and guest services,

according to standard specification.

“The totality of features and characteristics of a good or service that bear

on it’s ability to satisfy a given or implied need”. – International
Organization for Standardization

“ Fitness for use ” – Joseph Juran

Service product; Good and Service

Products
It can be defined as anything that we can offer to a market for
attention use or consumption that could satisfy a needs or wants.
Goods
According to Hill( 1999) refer to physical objectives for which a demand
exists; the physical attributes are preserved over time.
 Intangible
It means that they cannot be touched as they are not physical
and can only exist in connection to other things.
Service Heterogeneous
Due to their dependence on the workforce which does the act
in hospitality this concept is sometimes referred to as
inconsistency.
Services have four Features Inseparable
( IHIP ) Meanwhile, means that the production ( act of delivery of
• Intangible. service staff) and the consumption, it cannot be separated from
each other.
• Heterogeneous.
Perishable
• Inseparable.
Perishability is a characteristic of products and services that do
• Perishable. not allow for the product or service to be stored for sale at a future
date.
1. Performance – usually in the hospitality and tourism industry as
we are catering to intangible dominant concepts, performance
often means prompt service.
2. Features – Special features like free drinks and free Wi-Fi service.
3. Reliability – it refers to the ability to perform the promise service
product dependably and accurately.
4. Conformance – this quality dimension means that a service
product’s design and characteristics should meet the standard set.
5. Durability – this dimension is more detectable in goods rather
than in services and it has both technical and economic dimension.
6. Serviceability- more inclined towards goods rather than services.
7. Aesthetics – how a services product is perceived is clearly a
matter of personal judgement.
8. Perceived Quality – Guest usually do not have a complete guide
on a service product dimensions unknowingly they are indirectly
measuring and this measurement is the only basis for them to
compare brands.
 Notable People in Service Quality
The following people were involved in the evolution:

Walter A. Shewhart
• Walter Shewhart was an
American physicist, engineer,
and statistician, Sometimes
known as the father of statistical
quality control and also related
to the Shewhart cycle.
Joseph M. Juran

• Joseph Juran, was many

contributions to the field of
quality management in his
more than 70 active working
years. His Quality control
Handbook, is a classic
reference for quality
engineers.
Philip B. Crosby

• Philip B. Crosby was a

businessman and author who
contributed to management theory
and quality management practices.
Armand V. Feigenbaum

• Arman V, was an American

quality control expert and
businessman. He devised the
concept of Total Quality control
( TQC) which inspired total
quality management (TQM).
In service marketing and management, the following
have made significant contributions noteworthy to be
recognized.

1. James H. Donnelly
2. Christopher lovelock
3. Walt Disney
4. Bruce laval
James H. Donnelly

• In his work, highlighted the

difference between the
marketing “channels” used for
services and those used for
physical goods and implications
for marketing strategy.
Christopher Lovelock

• Christopher Lovelock, was best

known as a pioneer in the field
of services marketing among
other titles, such as author.
Professor and consultant, He
was also known for his excellent
case studies.
Walt Disney

The Disney company while

crafting their concept for theme
parks also pioneered, thought of
the service providers not only as
theme players but also as “ cast
member” just like in a movie or
theater.
Bruce Laval

• Bruce Laval, was an industrial

engineer of the Disney company,
conceptualize the term
Guestology and point of view
(GPOV) when viewing service
quality in the tourism and
hospitality industry.
Discussion Questions:
1. What is Quality ?
2. Give atleast 3 Dimension of Quality for Service Product.
3. What is IHIP ?
4. Who are the pioneers of Total Quality Management and Service
Management ? Give at least 1 name.