Quality Service Management in Tourism and Hospitality Industry Page 1 of 10
Introduction to Quality Service in Tourism and Hospitality
Topic: Introduction to Quality Service in Tourism and Hospitality
Welcome Notes:
WELCOME TO ALTERNATIVE DELIVERY MODE (ADM) ON MACRO PERSPECTIVE OF
TOURISM AND HOSPITALITY
Get ready to be challenged…
Learn something new every day by adapting the
‘New Normal’
I. INTRODUCTION:
This module focuses on the Introduction to Quality Service in Tourism and Hospitality. In this
lesson, you have the opportunity to define quality service management, distinguish the concept of
quality service in tourism and hospitality, its importance and unique characteristics.
II. OBJECTIVES:
At the end of the lesson, you should be able to:
1. Define quality service management.
2. Outline the concepts of quality service in tourism and hospitality.
3. Describe the unique characteristics of tourism and hospitality services.
Before you proceed to the main lesson, test yourself in this activity.
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Introduction to Quality Service in Tourism and Hospitality
III. PRELIMINARY ACTIVITIES:
Relate some of your good and bad experiences related to quality service delivery. How did you feel
for not meeting your expectations?
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EXCELLENT!!!
You may now proceed to the main lesson.
IV. LESSON PROPER:
LET’S BEGIN!
Based on the preliminary activities, what do you notice?
THAT’S GREAT!
You may now proceed to the lesson.
Service Quality Management
Any hotel business, to be successful, needs to ensure
that it is providing quality service to its
customers. Service quality in hotel management is
crucial for developing brand value and increasing the
customer base. Every reputed hotel should strive to not
only conduct proper presentation and improvement of
quality services but also exceed customer expectations.
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Introduction to Quality Service in Tourism and Hospitality
Such a mindset is very beneficial especially for hospitality management domain, where the competition
is ever increasing with time. With numerous hotels offering similar services, it has thus become
imperative to adapt to specific service quality management principles to retain old customers as well
as attract the new ones.
How to ensure proper service quality management?
Customer satisfaction is what drives hotel managers to ensure that quality services are delivered in the
best ways possible. And since service quality in the hotel industry is determined by customer
feedback, strategies should be devised to compute the level of these services.
1. Measurement
Measurement helps hotels to identify the standard of their delivered service and determine problems
related to the quality of the same. Measuring the quality of service and the achieved level of customer
satisfaction can benefit the hotel business on both qualitative and quantitative aspects. This will not only
boost customer loyalty but also increase ROI, cost reduction, market share, employee satisfaction, etc.
2. Rating
Thousands of hotels aim at securing the top position on hotel ranking indexes. It officially certifies the
high level of quality service offered by a reputed hotel. Travelers searching for hotels go to these sites
and analyze the index to filter out the best hotels and make their final choice. Securing a rank on the first
page of the hotel index is a great competitive advantage. A higher rating will motivate hotel managers to
improve their operations and deliver an optimum level of service quality management.
3. Benchmarking
To enhance customer satisfaction, many hotels adapt to the strategy of benchmarking. This method
helps the management to determine their potential competitors and what they should do to stand out in
the market. Hotel inventiveness is what separates a good performing hotel from the relatively poor
performing ones. Thus, to ensure proper service quality management, hotels should definitely adopt
benchmarking as a performance tool.
Importance of service quality management in the hospitality and tourism industry
Systematic quality management improves the overall health of hospitality and tourism industry. The
benefits are highly lucrative and can help in boosting the brand value. Customers, after all, are satisfied
only when they receive quality services in the best possible way.
1. Customer Loyalty
In any kind of business, a satisfied customer is the one who is happy with the services. And with
increased satisfaction, comes increased customer loyalty. In case of hotels, it is the service quality that
has a direct impact on customer experience; and with the help of service quality management, a hotel
manager can determine the level of customer loyalty on their brand.
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Introduction to Quality Service in Tourism and Hospitality
2. Happier Environment
While the physical perception of a hotel is one of the most important aspects for determining customer
satisfaction, it is not important, however, to invest time and resources in building over-the-top designs.
Service quality management discourages the practice of incorporating too flashy appearances that make
customers feel alienated. Simple, personalized architecture offering homely feel is ensured by service
quality management.
3. Improved Security
The hotel security level has a direct impact on the brand reputation of the business. Service quality
management ensures that customers are not only relaxed about their belongings but also about their
safety. Be it a fire breakout or a theft, practicing proper service quality management can eliminate such
adverse possibilities.
4. Brand Value
Every business on earth thrives on brand value. Be it the market share or customer experience,
maintaining optimum brand value is a top priority for hotel businesses. Service quality management can
help in creating and preserving the brand value of a hotel business.
Characteristics of the Hospitality and Tourism Industry
The first thing to do when designing a business strategy for any industry is to have deep knowledge of
its most important product.
1. Intangibility
Tourism products are services and, as such, they are largely intangible though with tangible, concrete
elements. The importance of the abstract elements is such that we must make them tangible in order to
apply marketing techniques to the services we provide. A direct consequence of intangibility is that the
properties of tourism products cannot be transmitted, displayed or tested in advance. It is their use what
is transmitted. This implies that the purchased product is unique and, in contrast to tangible products,
tourism products are fundamentally experiences. Besides, intangibility implies that buyers are not sure
about what they buy or about what they will get. This is why those who are planning to contract the
services of a tourism package will look for information about it in advance in order to reduce uncertainty
to the maximum.
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Introduction to Quality Service in Tourism and Hospitality
2. Limited life-span
Tourism products cannot be stored so, unless consumed when planned, they are waste. This affects
hotel industry in such a way that we must choose between selling at the market’s pace and selling in
advance (through agents). In fact, overbooking is a consequence of this limited life-span, an inherent
feature of tourism services that we must try to counterbalance.
3. Aggregability
A tourism product can be formed by aggregating various products, and this makes its commercialization
and quality control more difficult. Prices can vary by eliminating or adding services to the existing pack,
creating new, customized, products.
4. Heterogeneity
As mentioned, aggregability implies a difficulty when it is about controlling all phases so that they are at
the same level of excellence. A single mistake in any aspect affects the final product. Nevertheless,
aggregability allows preparing custom-designed products, no matter how standardized they are initially.
In this sense, we can talk about “heterogeneous standardization”. It is not only the product what is
being customized but a given trip will be different from any other even if they share the same
characteristics.
5. Simultaneity of production and consumption
While other products are created, stored, purchased and then used, tourism products are purchased
first and then produced and consumed simultaneously, at the same place and time. This implies that
services cannot be separated from their providers and, therefore, consumers have to travel to the
location of the product, not vice versa. For this reason, the human component in the provision of
services is extremely important.
We had just finished the discussion on the Introduction to Quality Service in Tourism
and Hospitality. Let’s now move on to the next higher level of activities or exercises that
demonstrate your potential skills/knowledge of what you have learned.
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Introduction to Quality Service in Tourism and Hospitality
V. ANALYSIS, APPLICATION AND EXPLORATION:
Name: ________________________________________ Year and Section: _________________
Direction: Answer the following questions:
1. What quality service management in hospitality and tourism industry?
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2. What is the importance of quality service in tourism and hospitality industry?
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3. Describe the service characteristics of tourism and hospitality industry?
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Finally, let’s WRAP UP the lesson regarding what we had discussed today!
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Introduction to Quality Service in Tourism and Hospitality
VI. GENERALIZATION:
Key Takeaway
In this highly competitive marketplace, managing service quality is crucial for gaining sustainable
competitive advantage and customer confidence in the brand.
In the hotel industry, service quality management is considered the lifeblood of all operations.
In every aspect, both functional and technical qualities should be maintained to improve assurance,
reliability, empathy, tangibility and responsiveness.
In this module on Introduction to Quality Service in Tourism and Hospitality, I have realized
that….
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GOOD JOB!
You have come to an end of Module 1.
OOPS! By the way, you still have an assignment to do. Here it is…
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Introduction to Quality Service in Tourism and Hospitality
VII. ASSIGNMENT:
Name: _____________________________________ Year and Section: __________
1. What is your definition of quality service?
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2. What are the three levels of quality?
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3. What are the four stages of quality management?
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After your long journey of reading and accomplishing the module, let
us now challenge your mind by answering the evaluation part of this module.
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Introduction to Quality Service in Tourism and Hospitality
VIII. EVALUATON
Name: ____________________________________ Date: _____________________
Year and Section: ___________________________ Score: ____________________
MULTIPLE CHOICE. Encircle the letter of the correct answer in the space provided.
1. It generally refers to a customer’s comparison of service expectations as it relates to company’s
performance.
A. Exceeding guest expectations
B. Customer satisfaction
C. Adaptability
D. Service quality
2. A business with a high level of service quality is likely capable of meeting customer needs while also
remaining economically competitive in their respective industry.
A. True
B. False
3. How service quality in hospitality and tourism industry is determined?
A. By word of mouth
B. Through written comments
C. By customer feedback
D. All of the above
4. It helps hotels to identify the standard of their delivered service and determine problems related to the
quality of the same.
A. Rating
B. Measurement
C. Benchmarking
D. Competition check
5. It officially certifies the high level of quality service offered by a reputed hotel or tourism
establishments.
A. Measurement
B. Benchmarking
C. Rating
D. Competition check
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Introduction to Quality Service in Tourism and Hospitality
6. This method helps the management to determine their potential competitors and what they should do
to stand out in the market.
A. Competition check
B. SWOT Analysis
C. Feasibility study
D. Benchmarking
7. In any kind of business, a satisfied customer is the one who is happy with the services and with
increased satisfaction, comes increased customer __________.
A. Loyalty
B. Dedication
C. Commitment
D. Money
8. Service quality management encourages the practice of incorporating too flashy appearances that
make customers feel alienated.
A. True
B. False
9. The properties of tourism products as it cannot be transmitted, displayed or tested in advance.
A. Limited life-span
B. Aggregability
C. Heterogeneity
D. Intangibility
10. It implies a difficulty when it is about controlling all phases so that they are at the same level of
excellence.
A. Aggregability
B. Heterogeneity
C. Simultaneity
D. Limitability
CONGRATULATIONS on reaching the end of this module! You
may now proceed to the next module. Don’t forget to submit all the
exercises, activities, portfolio, etc. during face to face.
