CHAPTER 2
GUESTOLOGY
SERVICE MANAGEMENT IN TOURISM AND HOSPITALITY
MANAGEMENT
INTRODUCTION
Our study focuses on Guestology,
a concept that emphasizes the guest as
the center of service, despite efforts to
improve employee performance and
corporate culture.
LEARNING OBJECTIVES
At the end of this chapter, the students should be
able to:
• define what guestology is and what a guestologist
is;
• determine the predictors of customer expectation;
• Identify the different types of customers; and
• determine who defines value and quality.
REALITY BITES
Arlene and Rochelle dined at a famous restaurant
in Iloilo, known for its excellent local food and
hospitality. The food attendant, Sheryl, greeted the group
and served the food promptly. The group enjoyed the
sumptuous food, including a delectable pork and beans
dish. Sheryl, a hesitant food attendant, offered the rice
platter to the person with the most appetite, ensuring the
group enjoyed their dining experience.
CONTENT
Understanding hospitality involves
delivering positive emotional responses to
guests, while service focuses on making
things right. Hospitality, on the other hand,
is about anticipating and addressing guests'
needs and wants, resulting in a dynamic and
memorable experience for the end user
GUESTOLOGY
It is the scientific study of behaviors,
needs, and expectations in service
environments, focusing on understanding
guests and their experiences. It involves
involving all service providers and
identifying actual needs, perceptions, and
expectations to optimize management.
THE GUESTOLOGY CONCEPT
CUSTOMER EXPECTATIONS
Understanding customer expectations is
crucial for satisfaction and service. Companies
should inquire about customer satisfaction and
use this data for internal research. As customer
expectations constantly change, companies
must adapt to meet them to avoid dissatisfaction
and attrition.
The role of the guestologist is important in
planning for customer satisfaction and designing
an experience. In the Philippine culture,
different beliefs and expectations are important.
For example, a conference set in Hong Kong
may not be acceptable for Filipino guests, as
they require a proper table setup and ambiance.
Establishments in tourism and hospitality
should avoid over-delivery, as guests become more
complex and rely on decision-making skills. Food
attendants and waiters should be good at
anticipating guest needs and providing ample space
for privacy and a cozy environment. However, they
should not be in close proximity to the guest, as
this can ruin the experience.
However, not all high-end or luxury establishments
have maintained this level of service.
1. Rooms with concerns extending from small
sized rooms to rooms with no modern
technology
2. Arrogant and/or clueless staff with comments
ranging from staff being rude and no answers to
questions posed
3. Failure to respond mainly covering staff's
failure to respond to guest complaints
4. Poor delivery covering complaints such as
late service or wrong room service and long
process for check-ins/outs
5. Cleanliness with criticisms on solled linen,
carpet stains, and hair trapped in bathtubs
6. Amenities and utilities-with problems
associated to the lack or inadequacy of
toiletries and items in minibar
7. Billing with guests grumbling about
having them charged extra for parking,
Internet, gym, and the like
CUSTOMERS/ GUESTS/CLIENTS
In the hospitality and tourism industry, it's
important to identify and cater to different customer
types. The Corporate Finance Institute (2015) identifies
five types: loyal customers, impulse customers, discount
customers, need-based customers, and wandering
customers. Loyal customers drive sales and positive
word-of-mouth, impulse customers are instinctive
shoppers, and discount customers contribute to inventory
turnover.
Wed-based customers are driven by specific
needs and avoid upselling. They are easily drawn
to other businesses and can convert to loyal
customers. Wandering customers generate the most
traffic but yield the smallest sales revenue. Despite
their small percentage, they provide valuable
product information and contribute to the
company's feedback mechanism.
QUALITY AND VALUE
Quality and value are intertwined,
affecting the guest-service staff relationship.
Quality is measured by the difference between
expectations and actual experiences. Positive
quality matches expectations, while negative
quality indicates dissatisfaction. Quality can be
high or low, regardless of costs.
The study of costs in a guest
experience is important to measure
its value, as it should match or
equal the quality of the service
provided.
CUSTOMER EXPECTATIONS
The tourism and hospitality industry's
ultimate measure of value is the customer's
satisfaction with the service, as they are the
ultimate measure of the outcome, not the
establishment's compliance with laws or
procedures.
THANK
YOU