INTRODUCTION-TO-QUALITY-SERVICE-MANAGEMENT-IN-TOURISM-AND.pptx

Quality Servuce

1. INTRODUCTION TO QUALITY SERVICE MANAGEMENT IN TOURISM AND HOSPITALITY BY: ELICAR C. ASUNCION, MSHRM,LPT

2. LEARNING OBJECTIVES At the end of this chapter, the students would be able to: Define what is quality. Determine the different dimensions of quality. Identify the distinction between goods and services, service and product. Gain insights on the contributions made by the pioneer of total quality management and service management.

3. DEFINITION OF QUALITY The concept of quality accommodates a range of perspectives. Over the years, various conceptual definitions of quality have reflected the evolution and trends marking the history and development of quality management. The current and widely accepted understanding of the concept of quality focuses on customer-centric notions, where meeting or preferably exceeding customer needs and expectations defines quality.

4. Knutson (1990) reflected in his research that the intense competition in the hospitality industry has led many businesses to look for ways on how they can profitably differentiate themselves from their competition and capture the highest quality. Weiermair (2000) noted that in the tourism sector, even though the production and distribution of services involve different experiences on both parts of the tourists and the suppliers, the ultimate goal is to still achieve the highest quality possible. DEFINITION OF QUALITY

5. Joseph Juran , one of the pioneers in quality research, define quality as fitness for use. This means that the concept of quality is variable to the one defining it. Quality can be defined as “fitness for use,” “customer satisfaction,” “doing things right the first time,” or “zero defects”. . The International Organization for Standardization (ISO), the world body for standard formulation, also define quality as th e totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs .

6. DIMENSIONS OF QUALITY FOR SERVICES PRODUCTS Garvin (1987) mentioned in an article that because of the competition for the quality goods and services and with the internalization of said concepts, the following dimensions for quality should be observed and considered: 1 . Performance – refers to a service products' primary operating characteristics. 2. Features – dimensions of quality, which are usually stated as a secondary aspect of performance. 3. Reliability – refers to the ability to perform the promised service product dependably and accurately. 4. Conformance – this quality dimensions means that a service products' design and characteristics should meet the standard set.

7. 5. Durability – this dimension is more detectable in goods rather than in services and it has both technical and economic dimensions. 6. Serviceability – this dimension is more inclined toward goods rather than services, is serviceability or speed, courtesy, competence, and ease of repair. 7. Aesthetics – this is how a service product is perceived, clearly a matter of personal judgement. 8. Perceived Quality – guests usually do not have a complete guide on a service product's dimension; unknowingly, they are indirectly measuring and this measure is the only basis for them to compare brands. DIMENSIONS OF QUALITY FOR SERVICES PRODUCTS

8. DIMENSIONS OF TOTAL QUALITY SERVICE MANAGEMENT Parasuraman, Zeithaml, Berry (1998) – instrumented a model called SERVQUAL in measuring service quality. Tangible Reliability Assurance Responsiveness Empathy

9. IMPORTANCE OF TOTAL SERVICE QUALITY It boost sales It saves marketing money It can attract quality employees It can lead to repeat business It strengthens the company’s brand

10. SERVICE PRODUCT: GOODS AND SERVICES Product – anything that we can offer to a market for attention, acquisition, use or consumption that could satisfy a need or want. Goods – Hill(1999) refers to the physical objects for which a demand exist, their physical attributes are preserved over time, and their ownership can be established, can exist independently of the owner and can be traded on markets. Services – meanwhile have four features. Lovelo c k (198 3 ) connotes this as the IHIP characteristics : Intangible Heterogenous Inseparable Perishable

11. NOTABLE PEOPLE IN SERVICE QUALITY Walter A. Shewhart was an American physicist, engineer, and statistician. He is also known as the father of Statistical Quality Control and also related to the Shewhart Cycle. William Edward Deming was an American engineer, statistician, professor, author, lecturer, and management consultant. He championed the work of Walter Shewhart, including statistical process control, operational definitions. (Plan ‐Do‐Study‐Act (PDSA)

12. Joseph M. J u ran made many contributions to the field pf quality management in his more than 70 active working years. His book, Quality Control Handbook, is a classic reference for quality engineers. He revolutionized the Japanese philosophy on quality management and in no small way worked to help shape Japan's economy into the industrial leader of today. Dr. Juran was the first to incorporate the human aspect of quality management which is referred to as Total Quality Management (TQM) NOTABLE PEOPLE IN SERVICE QUALITY

13. Philip B. Crosby was a businessman and author who contributed to management theory and quality management practices. He initiated the Zero Defects program at the Martin Company. As the Quality Control manager of the Pershing missile program, Crosby was credited with a twenty-five percent reduction in the overall rejection rate and a thirty percent reduction in scrap costs. Armand V. Feigenbaum was an American quality control expert and businessman. He devised the concept of Total Quality Control (TQC) which inspired Total Quality Management (TQM). NOTABLE PEOPLE IN SERVICE QUALITY

14. Kaoru Ishikawa is notable for rejuvinating the norm in the workplace. He always believed that quality should not stop in reinventing a product alone. He was one of the few people who believed that delivering the quality does not stop in purchasing the product; it goes beyond the transaction itself. Thus, he highlighted and reinvented the concept of customer service, giving us the concept of after-sale service and warranty. He was also the one who coined the "Ishikawa" or "Fishbone" diagram that highlights the cause and effect of the activities and processes while in constant search of quality in operations. NOTABLE PEOPLE IN SERVICE QUALITY

15. Genichi Taguchi was an engineer and statistician. From the 1950's onward, he developed a methodology for applying statistics to improve the quality of manufactured goods. Taguchi methods have been controversial among some conventional Western statisticians, but others have accepted many of the concepts introduces by him as valid extension to the body of knowledge. NOTABLE PEOPLE IN SERVICE QUALITY

16. In services marketing and management, the following have made significant contributions noteworthy to be recognized: 1. James H. Donnelly . T he difference between marketing "channels" used for services and these used for physical goods and implications for marketing strategy. 2. A. Parasuraman, Valerie A. Zeithaml, and Leonard L Berry. Developed their pioneering "gaps model" of service quality which highlighted the importance of efforts made to assess quality in service. 3. Mary Jo Bitner, and Bernard H. Booms. Developed their expanded "marketing mix" for services which took into account the distinctive characteristics of service identified in the "crawling out stage" intangibility, inseparability, heterogeneity, and perishability. They added three more Ps to this original marketing mix to make it more appropriate to services, people, process and physical evidence.

17. 4. Christopher Lovelock was the best known as a pioneer in the filed of Services Marketing among other titles, such as author, professor, and consultant. He was also known for his excellent case studies. 5. Theodore Levitt was an economist and professor at Harvard Business School . He was also an editor of the Harvard Business Review who was especially noted for increasing the Review's circulation and for popularizing the term globalization. In 1983, he proposed a definition for corporate purpose: Rather than merely making money, it is to create and keep a customer. In services marketing and management, the following have made significant contributions noteworthy to be recognized:

18. 6. Walt Disney and the Disney Company while crafting their concept form theme parks also pioneers the thought of the service providers not only as team players but also as "cast members" just like in a movie or theater. 7 . Bruce Laval , an industrial engineer of the Disney Company who conceptualized the terms " guestology " and the guest point of view (GPOV) when viewing service quality in the tourism and hospitality industry. In services marketing and management, the following have made significant contributions noteworthy to be recognized: