MGT 306 Lecture Notes - Lecture 2: Organizational Structure, Servicescape
2 May 2018
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• The Basics of Wow! The Guest Knows Best:
➢ Serving guests & making products are different activities.
o They require different management principles & concepts.
➢ The focus is always on the guest/customer.
o What does the customer want?
o What does the customer need?
➢ Service quality & service value aren’t defined by managers, auditors, or
rating organizations.
o They are defined entirely in the mind of the guest.
▪ One unfortunate incident can negatively influence opinion of the
guest.
▪ Anyone the guest talks to both in person & virtually, through a Web
site posting, or social media site, will know of this incident.
• Guestology:
➢ Guests versus customers.
o Treat customers like guests.
▪ Q: What is a guest?
❖ A: A friend, someone you invite to your house; someone who is to
be treated well.
➢ Guests are studied.
o Behaviors observed.
o Wants, needs, & expectations discovered.
o Service product tailored to meet demands.
▪ Q: How do we learn what the guest wants?
❖ A: We observe & adapt to their needs. s
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