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HOSF 1095 (5)
Lecture 4

Front Office Operations Week 4

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Department
Hospitality
Course
HOSF 1095
Professor
Adam Fikis
Semester
Winter

Description
Front Office Operations Adam Fikis Week #4 Quality Impacts Service Quality: the consistent delivery of products and services according to expected standards. Service: the process of helping guests by addressing their wants and needs with respect and dignity in a timely manner. Service Concerns Two important points of service:  Service is not the same as servility  Properly addressing a guest’s “wants” first requires defining those “wants.” Value: the relationship between price paid and the quality of products and services which are received. Employee to Guest Ratio: the number of employees relative to the number of guests. In the lodging industry, this is typically expressed in terms of employees per room. Satisfaction & Loyalty  Guest Satisfaction = how well a guest’s expectations are met.  Guest Loyalty = how likely guests are to return to an organization and their willingness to build relationships with the organization. Relationship between Guest Satisfaction and Loyalty Loyal Guests vs. Satisfied Guests  Loyal guests – more valuable than satisfied guests. ◦ A loyal customer who returns and spreads positive word of mouth has a very high value. ◦ A satisfied customer who does not return and does not spread positive word of mouth has no value to the company.  Loyal Rewards Programs – as tools to assist in creating loyal guests. Hotel Rewards Programs  Delta – Delta Privilege ◦ Gold – 5 stays or 20 room nights ◦ Platinum – 15 stays or 30 room nights ◦ Platinum Plus – 25 stays or 50 room nights  Fairmont – Fairmont President’s Club ◦ Club Membership – Upon enrolment ◦ Premier Membership – 5 stays or 10 room nights ◦ Platinum Membership – 10 stays or 30 room nights  Hilton – Hilton HHonors ◦ Blue Level – Upon enrolment ◦ Silver VIP – 4 stays or 10 nights ◦ Gold VIP – 16 stays or 36 nights or 60,000 points ◦ Diamond VIP – 28 stays or 60 nights or 100,000 pts Focusing in on the “Right Guest”  Innovative hotel companies are beginning to recognize that not all customers are worth attracting and keeping.  Segmentation – organizations are now trying to identify segments that differ in current or future profitability to the organization.  80/20 rule – virtually all organizations all aware that their customers differ in profitability, in particular that a minority of their customers account for the highest proportion of sales or profit. Ie: Hilton HHonors Gold and Diamond tier guests account for 80% of yearly revenue at Hilton. Service Expectations Important parts of a first impression include:  No (or a short) wait to check-in  A friendly welcome and acknowledgement of your name  Correct reservation information  The proper room available for you  Answers to your questions  Directions to your room  Suggestions about where to park your car Quality Service System: Ingredients 1. Consider the guests being served. 2. Determine what the guests desire. 3. Develop procedures to deliver what guests want. 4. Train and empower staff. 5. Implement revised systems. 6. Evaluate and modify service delivery systems. (1) Consider the Guests Being Served Similar and diverse needs Basic service expectations (2) Determine What the Guests Desire Can be done by:  “Managing by walking around”  Questionnaires (comment cards)  Talking with guests as they check-out  Asking line-level employees Supervisor: a staff member who directs the work of line-level employees. Manager: a staff member who directs the work of supervisors. (3) Develop Procedures to Deliver What Guests Want Benchmark: the search for best practices and an understanding about how they are achieved in efforts to determine how well a hospitality organization is doing. Cross-Functional Team: a group of employees from each department within the hospitality operation that work together to resolve operating problems. (4) Train and Empower Staff Empowerment: the act of granting authority to employees to make key decisions within the employees’ areas of responsibility. (5) Implement Revised Systems Might involve:  Testing new strategies  Implementing the changes in some sample cases  “Rolling out” the plan changes to all area
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