外文文献翻译酒店服务质量管理Word文档格式.docx

外文文献翻译酒店服务质量管理Word文档格式.docx

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StudyofServiceQualityManagementinHotelIndustry

Borkar;

Sameer

Abstract

Itisanattempttounderstandtheroleofqualityimprovementprocessinhospitalityindustryandeffectivenessinmakingitsustainablebusinessenterprise.Itisasurveyofthepresentlyadoptedqualitymanagementtoolswhicharemakingthehotelsoperationsbetterfocusedandreliableandmeetthecustomerexpectations.Descriptiveresearchdesignisusedtoknowtheparametersofservicequalitymanagementinhospitalityindustry.Exploratoryresearchdesignisundertakentodigouttheservicequalitymanagementpracticesanditseffectiveness.Dataanalysisisdoneandpresented;

hypothesisistestedagainstthecollecteddata.Sincetheindustrycontinuouslytriestoimproveupontheirservicestomeetthelevelsofcustomersatisfaction;

Studypresentstoolsforcontinuousimprovementprocessandhowitbenefitsallthestakeholders.Itcanbeinferredfromthestudythatthehotelimplementcontinuousimprovementprocessandqualitymanagementtoolstoremaincompetitiveinthemarket.Thestudyinvolveshotelsofhighlycompetitivemarketwithlimitednumberofrespondents.Thislimitsthestudytohotelindustryandhasscopeofincludingotherhospitalityserviceprovidersaswell.

Keywords:

CustomerSatisfaction,Perception,PerformanceMeasurement,Continuous,ImprovementProcess.

Introduction

Ithasbroughtparadigmshiftsintheoperationsofhospitalityindustry.Theoverallperspectiveoftheindustryischangedduetointroductionofnewtechniquesandmethodsofhandlingvariousprocesses.Awarenessamongthehoteliersandtheguestshasfuelledtheinventionsfocusedonoperations.Theincreasedsagacityofcustomersatisfactionledtotheuseofhighstandardsofserviceinindustry.Thenewserviceparametersmadethehotelierstoimplementqualitymanagementasaneffectiveaid.Ithassignificantlyaffectedhotels'

abilitytocontrolandadapttochangingenvironments.Theuseofnewtechniquesbeganwiththesimplemotiveofsophisticationandpreciseactivitiesinthegivenfieldofoperationwhichmayresultinhighstandardsofserviceinglobaleconomyandhasallowedtheriseofaleisureclass.

ConceptualFrameworkThisstudyofServicequalitymanagementinhospitalityindustryisanattempttounderstandthepresenceofqualityimprovementprocessinhospitalityindustryandeffectivenessinmakingitsustainablebusinessenterprise.Itisasurveyofthepresentlyadoptedqualitymanagementtoolswhicharemakingthehotelsoperationssafer,focusedandreliableandmeetthecustomerexpectations.

Asthehospitalityindustrybecomesmorecompetitivethereisanobviousneedtoretainclienteleaswellasincreasingprofitabilityandhencemanagementprofessionalsstrivetoimproveguestsatisfactionandrevenues.Themanagementprofessionalswhomarestrivingfortheseresultshoweveroftenhavelimitedunderstandingofresearchsurroundingtheparadigmsofguestsatisfactionandloyaltyandfinancialperformance.Thisresearchpapershallenlightensomeofthevariablesandimportantfactsofservicequalityresultingintoguestsatisfaction.

ReviewofLiterature

Customersofhospitalityoftenblamethemselveswhendissatisfiedfortheirbadchoice.Employeesmustbeawarethatdissatisfiedcustomersmaynotcomplainandthereforetheemployeesshouldseekoutsourcesofdissatisfactionandresolvethem.（ZeithamlV.,1981,p.186-190）Itissaidthatservicequalityiswhatdifferentiateshospitalitysector,howeverthereisnotanagreeddefinitionofwhatservicequalityis.Thereishoweverafewdifferentsuggestionsofhowtodefineservicequality.Dividingitintotechnical,functionalandimagecomponents;

（GreenroomsC.,1982）anotheristhatservicequalityisdeterminedbyitsfitnessforusebyinternalandexternalcustomers.Itisacceptedthatservicequalityisdependsuponguest'

sneedsandexpectations.Adefinitionofservicequalitystatethatqualityissimplyconformancetospecifications,whichwouldmeanthatpositivequalityiswhenaproductorservicespecificqualitymeetorexceedpresetstandardsorpromises.Thishoweverseemslikeaneasyviewwithinthehospitalityindustry.Thealternativedefinitionsreadasfollows:

1）qualityisexcellence;

2）qualityisvalueformoney;

3）qualityismeetingorexceedingexpectations.Thisappearsbetteralignedwithideaswhichexistwithinhospitalitymanagementthanthefirstmentionedsimplisticapproach.Servicequalityandvalueisratherdifficulttocalculate,companiesmustthereforerelyonguest'

squalityperceptionsandexpectationstogetconsistentresultswhichisbestachievedbyaskingguest'

squestionsrelatedtoexpectationsandtheirperceptionsoftheservicequality,whichcaneffectivelybeachievedthroughcarefullydesignedsurveys.

Amajorproblemwithservicequalityisvariabilityandlimitedcapabilityandrobustnessoftheserviceproductionprocess.（GummessonE.,1991）Hotelsconsumershavewell-conceivedideasaboutservicequalityandqualityattributesareconsideredimportantformosttypesofservices,theabsenceofcertainattributesmayleadconsumerstoperceiveservicequalityaspoor.Thepresenceoftheseattributesmaynotsubstantiallyimprovetheperceivedqualityoftheservice.Mostcustomerswouldbewillingtotradesomeconvenienceforapricebreak,andthatthebehavior,skilllevelandperformanceofserviceemployeesarekeydeterminantsofperceivedqualityofservices.Thisisamajorchallengeinimprovingormaintainingahighlevelofservicequality.（TiginehM.etal1992）Studiesfocusingonservicequalitymanagementsuggestthatservicefirmsspendtoolittleeffortonplanningforservicequality.Theresultantcostsofpoorservicequalityplanningleadtolowerprofitabilityaspartoftheservicefailures.（StuartF.,etal1996）Whendiscussingsatisfaction,itisimportanttounderstandthatguest'

sevaluationofservicecompriseoftwobasicdistinctdimensions:

servicedeliveryandserviceoutcome（Mattila,1999）.Researchindicatesthathowtheservicewasdelivered（perceivedfunctionalquality）ismoreimportantthantheoutcomeoftheserviceprocess（technicalquality）.Thisresearchclearlyindicatesthateffortbystaffhaveastrongeffectonguest'

ssatisfactionjudgments.

Companiesdeliveringservicesmustbroadentheirexaminationofproductivitytohelpsettleconflicts–theleveragesynergies–betweenimprovingservicequalityandboostingserviceproductivity.（ParasuramanA.2002）Akeyactivityistoconductregularlyscheduledreviewofprogressbyqualitycouncilorworkinggroupandmanagementmustestablishasystemtoidentifyareasforfutureimprovementandtotrackperformancewithrespecttointernalandexternalcustomers.Theymustalsotrackthechangingpreferencesofcustomer.Continuousimprovementmeansnotonlybeingsatisfiedwithdoingagoodjoborprocess.Itisaccomplishedbyincorporatingprocessmeasurementandteamproblemsolvinganallworkactivities.Organizationmustcontinuouslystriveforexcellencebyreducingcomplexity,variationandoutofcontrolprocess.Plan-D-Study-Act（PDSA）developedbyShewhartandlateronmodifiedbyDemingisaneffectiveimprovementtechnique.FirstPlancarefully,thencarryoutplan,studytheresultsandcheckwhethertheplanworkedexactlyasintendedandactonresultsbyidentifyingwhatworkedasplannedandwhatdidn'

twork.ContinuousprocessimprovementistheobjectiveandthesephasesofPDSAaretheframeworktoachievethoseobjectives.（BesterfieldD.etal2003）

The'

servicescape'

-isageneraltermtodescribethephysicalsurroundingsofaserviceenvironment（Reimer2005,p.786）suchasahotelorcruiseship.GuestsaresometimesunconsciouslytryingtoobtainasmuchinformationaspossiblethroughexperiencestodecreaseinformationasymmetriesThiscausesgueststolookforqualitysignalsorcueswhichwouldprovidethemwithinformationabouttheservice,whichleadsusto'

cueutilizationtheory'

.Cueutilizationtheorystatesthatproductsorservicesconsistofseveralarraysofcuesthatserveassurrogateindicatorsofproductorservicequality.Therearebothintrinsicandextrinsiccuestohelpguestsdeterminequality.Consequentially,duetothelimitedtangibilityofservices,guestsareoftenlefttoacceptthepriceoftheexperienceandthephysicalappearanceorenvironmentofthehotelorcruiseshipitselfasqualityindicators.Thoughtherearemanytradeandacademicpapersdiscussingguestsatisfactionhasbeenpublished,onecannotethatlimitedattentionhasbeenpaidtothevalueperceptionandexpectationsguestshavetowardsproductdeliveryandinfluencepriceguestspayforanexperiencehasonsatisfactionandfuturespending.Furthermoreitisalsoknownthattheroleofpricinginrelationtoguestdeterminantsofperceivedqualityofservices.Thisisamajorchallengeinimprovingormaintainingahighlevelofservicequality.（TiginehM.etal1992）

Studiesfocusingonservicequalitymanagementsuggestthatservicefirmsspendtoolittleeffortonplanningforservicequality.

Theresultantcostsofpoorservicequalityplanningleadtolowerprofitabilityaspartoftheservicefailures.（StuartF.,etal1996）Whendiscussingsatisfaction,itisimportanttounderstandthatguest'

servicedeliveryandserviceoutcome（Mattila,1999）.Researchindicatesthathowtheservicewasdelivered（perceivedfunctionalquality）ismoreimportantthantheoutcomeoftheserviceprocess（technicalquality）.Thisresearchclearlyindicatesthateffortbystaffhaveastrongeffect