QSM 02 Guestology

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Lesson 2: Guestology

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WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Learning Objectives
 At the end of the lesson, the students should be able to:

1. define what guestology and a guestologist is;

2. determine the predictors of customer expectation;

3. Identify the different types of customers; and

4. establish who defines value and quality.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Content
1. Guestology

2. Customer Expectations

3. Customers/Guests/Clients

4. Quality and Value

5. The Customer and the Definition of Value

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Guestology
• Guestology – as the scientific study of the behaviors, needs, and
expectations of people in a service environment, and how to use that
knowledge to optimally manage a service organization

• Bruce Laval – father of guestology

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Customer Expectations
1. Customer Satisfaction – Customer Expectations

2. Guests have general similarities when it comes to their expectations.

3. Usual expectations – clean establishment, staff be courteous and


responsive, reliable, and friendly.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Customer Expectations
1. Different expectations determine planning and designing for your
guests.

2. Customer expectations are continuously changing.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Guestologist
• Guestologist – plans for customer (guest) satisfaction in a tourism and
hospitality establishment

• Everything should be in place when the guest’s senses first comes in


contact with the establishment.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Guestologist
• Mix of the service product, the service environment (servicescape), and
service delivery.

• Different culture means different set of expectations.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


• Over-delivery in tourism and hospitality services is at times bad.

• Food attendants or waiters should literally ‘wait’ for their guest when dining in
a restaurant. Anticipating guest needs is one of the primary responsibilities of a
waiter and that he/she should be good at it.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Usual problems in a hotel establishment (as expected by a
guest):
1. Rooms
2. Arrogant and/or clueless staff
3. Failure to respond
4. Poor delivery
5. Cleanliness
6. Amenities/Utilities
7. Billing

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Customers/Guests/Clients
Five Basic Types of Customers:

1. Loyal customers

2. Impulse customers

3. Discount customers

4. Need-based customers

5. Wandering customers.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Internal Customers
1. They are employees of the establishment who are sometimes the first
one to avail the service products.

2. They understand the feeling of being served together with the toil of
hard work that goes with it.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Quality
• Quality – expectation minus experience

• “Fitness for Use”

• The quality that the guest experience matches what he/she expected,
then we can say that he/she has experienced typical or normal quality-
positive, as he/she was satisfied with the service provided.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Value
• Value – study of costs. Match if the costs incurred total or is of equal
amount to the quality of the experience.

• Time, effort, and money should be equal to the quality provided by the
service provided.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology


Customer and Value
• The customer defines value.

• A sanitation inspector can say, for example, if a resort establishment


violates or adheres to certain laws but this will only be an add-on
towards achieving value.

• For the guest, the quote, “to see is to believe” works so much.

WWW.REXBOOKSTORE.PH Lesson 2: Guestology

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