Binalonan, Pangasinan

2nd Semester | A.Y. 2023-2024

PRELIM
INTRODUCTION TO QUALITY SERVICE MANAGEMENT
MODULE 1

Course Title: QUALITY SERVICES MANAGEMENT IN TOURISM AND HOSPITALITY

Course Code: THC 9

Introduction

In the tourism and hospitality industry, establishment of quality is one of the prime reasons that an
entity will be patronized. It should always be remembered that customers (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. Add it up to the impatience and sophistication of our guest, this concept should always be
inculcated in all service in this industry.

I. Objectives
At the end of this chapter, the students should be able to:
• Define what is quality.
• Determine the different dimension of quality.
• Identify the distinction between goods, services, and service products.

II. Lecture

CHAPTER I: Introduction to Quality Service Management in Tourism and Hospitality

A. Dimension of quality for service products

1. Performance – it refers to a service product’s primary operating characteristics. Usually

in the hospitality and tourism industry, as we are catering to intangible dominant
concepts, performances often mean prompt service.

2. Features – features are dimension of quality, which are usually cited as a secondary
aspect of performance. They secondary in such a way that they supplement the basic
functioning of a service product. Ex. Would include free drinks on a plane, free wi-fi
service in a guest room, and a complimentary hot tea after a full-body massage.

3. Reliability – it refers to the ability to perform the promised service product dependable
and accurately. This means that being to provide service as promised is one of the main
considerations in assessing this dimension.

4. Conformance – this quality dimension means that a service product’s design and a
characteristic should meet the standard set.

5. Durability – this quality dimension is more detectable in goods rather than in services
and it has a both technical and economic dimension. technically, durability can refer to
the amount of use before a specific product deteriorates.

6. Serviceability – the sixth dimension of quality, again more inclined towards good rather
than service, is serviceability or the speed, courtesy, competence, and ease of repair.
7. Aesthetic – this dimension, along with the last dimension, are highly subjective.
Aesthetics – how a service product is perceived – is clearly a matter of personal
judgment. It reflects how a guest is as an individual.

8. Perceived quality – guest usually do not have a complete guide on a service product’s
dimension; unknowingly, they are indirectly measuring, and this measurement is the only
basis for them to compare brand.

B. Difference between PRODUCT vs. SERVICE

People require different services and products to satisfy various needs and wants. In this
regard, it can be observed that the marketers play a pivotal role in marketing different
products and services to various targeted customers. However, some people often confuse
the two terms and often use them interchangeably to refer to one thing but a closer
analysis between them shows that they are different. The major difference between the
two concepts is that a product is tangible while a service is intangible.

1. Products are tangible – they are physical in nature such that they can be
touched, smelled, felt and even seen. Services are intangible and they can only be
felt not seen.
2. Need vs. Relationship– a product is specifically designed to satisfy the needs and
wants of the customers and can be carried away. However, with a service,
satisfaction is obtained but nothing is carried away. Essentially, marketing of a
service is primarily concerned with creation of customer relationship.
3. Perishability- services cannot be stored for later use or sale since they can only
be used during that particular time when they are offered. On the other hand, it
can be seen that products are perishable. For example, fresh farm and other food
products are perishable and these can also be stored for later use or sale.
4. Quantity- products can be numerically quantified and they come in different
forms, shapes and sizes. However, services cannot be numerically quantified.
Whilst you can choose different service providers, the concept remains the same.
5. Inseparability- services cannot be separated from their providers since they can
be consumed at the same time they are offered. On the other hand, a product can
be separated from the owner once the purchase has been completed.
6. Quality- quality of products can be compared since these are physical features
that can be held. However, it may be difficult to compare the quality of the
services rendered by different service providers.
7. Returnability- it is easier to return a product to the seller if the customer is not
satisfied about it. In turn, the customer will get a replacement of the returned
product. However, a service cannot be returned to the service provider since it is
something that is intangible.
8. Value perspective- the value of a service is offered by the service provider while
the value of the product is derived from using it by the customer. Value of a
service cannot be separated from the provider while the value of a product can be
taken or created by the final user of the product offered on the market.
9. Shelf line- a service has a shorter shelf line compared to a product. A product can
be sold at a later date if it fails to sell on a given period. This is different with
regard to a service that has a short shelve line and should be sold earlier.

C. Personal Qualities of a service provider

A. Physical Attributes
B. Work related Attributes
Physical attributes:
• Well groomed & clean, daily bath and clean shave is mandatory.
• Hands must be neat, nails trimmed, avoid running over nose or hair.
• Desist from chewing gum, cigarettes, etc.
• Minimum jewelry to be worn.
• Uniform should be clean & well pressed.
• Shoes should be well polished & well fitting.

Work related attributes:

• Good conduct
• Salesmanship
• Good memory or ability to remember.
• Ability to assume responsibilities.
• Dynamism and flexibility
• Observation
• Good Conceptual, Human relation and technical skills.

• Customer contact employees’ responsibilities

-Generally customers contact employee responsibilities fall in to three areas, “The Three PRs”
-Customer contact employees are the face of the firm for the customer, and interaction between
the two is part of the service and is therefore likely to affect customer satisfaction and hence
repeat business and firm reputation.
• Proficiency
• Professionalism
• Pride
Proficiency
• It is the ability to do the job
• This is a combination of training and experience
• In the form of job knowledge and accessibility, proficiency is part of the basic customer
expectation.
Professionalism
• Is the dedication necessary to put proficiency to work at its maximum potential.
• It is also means having the responsibility to control your own ego.
• There is no room for personal egos and personal agendas
Pride
• Pride is the hardest of the three to define.
• It is contentment satisfaction and self-confidence.
• Pride results from and causes inner motivation to be the best.