Service Management Presentation On

HOTEL INDUSTRY
Sandeep Bhati Puneet tiwari

Devendra Singh
Surinder meena

General Classification
On basis of standard
Five star hotels-Luxurious, Convenient, International standards.
Four star hotels- Travellers , Budgeted, Modern facilities and

recreation
Three star hotels- Economy class, Lesser amenities, Value for

money
Two star hotels- Back-packers, General accommodation. One star hotels- Cheapest available

Seven and five star hotel

4 star hotel

3 star hotel

000 star hotel

continued
On basis of nature
Heritage hotels Beach resort hotels Wild resort hotels Government approved hotels Residential hotels Commercial hotels

Hotel users
Domestic
Pilgrims Students Officials Film stars

Foreign
Political representatives Educationists Trade representatives Tourists, Sportsmen

Hotel departments
Core functioning
Food & beverages

Peripheral functioning
Marketing and selling

department
Front office department Housekeeping department Food production

department
Engineering & maintenance

department
Finance & accounting

department
Safety & security department

department

Service Marketing Triangle

COMPANY
INTERNAL MARKETING Recruitment Training and Motivational Programs ITC Manpower Inventory Program Coordination between management and staff.

EXTERNAL MARKETING ITC HOTELS Promotional activities Loyalty programs Tie ups with event management firms CUSTOMERS

EMPLOYEES

INTERACTIVE MARKETING Front end services Customized services . Call center.

7Ps of Taj hotels

1.PRODUCT
Rooms & Suites Core product is space Supplementary products include travel arrangements, ticketing, airport pick-ups, sightseeing, etc

2. PLACE More than 60 hotels in 45 locations across India ,15 in International Locations. Vantage locations Iconic properties rooted in history and tradition

3. PRICE
Price on the basis of business , luxury and leisure class.

Not affordable by all.

High prices justified as they help Taj retain

exclusivity.

4 . PROMOTION Loyalty programs, clubs, memberships. Surprises such as weekend savers, value vouchers,. Monthly letters to about upcoming events. Holiday package promotions at exhibitions.

6. PROCESS

Check-in
Bell-person carrying luggage to room Butler service

Food
Laundry Child-care and baby-sitting Currency exchange Wake-up call Gift-shop, boutique, florist Check out

7. PEOPLE
Skilled personnel Personal Agents Technological persons Travel agents Butler Bell-boys Restaurant staff House-keeping

5. PHYSICAL EVIDENCE
Well designed, spacious lobby. Use of artifacts and antiques. Traditional Indian welcome to guests. Combines a heritage ambience with modern luxury.

Nature of a service
1. Order Taking
8. Advice and communicatio n

2. Supplies (Provision)

7. Bill statements

3. Pick up

6. Problem solving
5. Tracking

4. Documentation

Service Evidence from Customers Point of View

People
Contact employees front end employees. Customer Him/Herself drivers , butlers , housekeeping , waiters . Other Customer Sharing his/her experience with others.

Process
Operational flow of activity Steps in process - Documentation procedures Flexibility v/s Standard Provision of customized or any special services. Technology v/s Human - CRM

Continued.
Physical Evidence
Tangible communication Food ,Advertisements in magazines ,

websites etc.
Guarantees ( order within 20 mins ) Technology (Online registration) Website ( updated , login ids to check loyalty programs and their

benefits )

Hotel Exterio r parkin Arriv g e at

hotel

Desk Care Registrati Elevator for Hallway care on Bags papers s Room for Go Bags Give lobby key Recei to Chec bags to ve bellpers k in roo Bags on m

Room Amenit es Bath

Sleep show er

Deliver y tray Menu Food Appear ance Rece Call

room service

ive food

Be desk Food lobby hotel Exterior parking Chec Eat k out

Line of intraction
Greet and Take Bags Process registrati on Deliver Bags Deliver Food Process check out

Line of visibility
Take Bags to Room Take Food Order

Line of internal interaction

Registratio n System Prepare Food Registratio n system

Characteristics of Service

Intangibility

Heterogeneity

Simultaneous production and consumption

Perish ability

GAP MODEL
Customer gap

Customer

Expected Service

Perceived Service

Gap 4

Company

Gap 3

Service Delivery

External communication to customers

Gap 1

Gap 2

Transtion of perception into service-quality specification

Mangement perception of consumer expections

GAP MODEL
Expected Service Customer gap

Customer
Perceived Service

Service Delivery Gap 4

External communication to customers

Company

Gap 3

Customer driven Service designs & Standards

Gap 1 Gap 2 Company perceptions of consumer expectations

Customer Expectations Possible Levels

Ideal Expectation or Desires Normative Should expectations Experience based Norms Acceptable Expectations Minimum tolerable expectations
Person wants a room in 5 * , hotel is full ,so accommodation in 3 *.. Min expectation is to find a good room.

Service Attributes
1.

Reliability
Providing the same quality service as promised(room has all
facilities as mentioned)

Provide efficient and timely room service, pick up/ drop service

Dependability

2.

Assurance
Of having a pleasurable experience Courteous and friendly staff/employees Value for money

Continued

3. Tangibles

Beautiful decor and room furnishings

Visually appealing and appetizing food Well dressed and groomed staff

4.

Empathy
Personalized service Special attention to children and sick persons Customers best interest at heart

5. Responsiveness
Informing guests beforehand about room cleaning , restaurant

timings etc
Respond to special needs of guests

Prompt service

Service Encounter Cascade

CHECK IN (Front desk Executive) BELL BOY TAKES TO ROOM (Bell Boy)

RESTAURANT MEAL (Waiter) REQUEST WAKE UP CALL (Tele phone Operator) CHECK OUT (Font desk Executive)

THANK YOU