제 2 장

Service Characteristics of

Hospitality and Tourism Marketing

Attribute that distinguished the service industry from manufacturing

Intangibility (무형성)

– Characteristics

• Service cannot be seen, tasted, felt, heard,or smelled before purchase

– Intangibility refers to the fleeting nature of services

– That is, there are difficult to describe, measure, or standardize

– Robert Lewis: “ someone who purchases a service may go away empty-handed, but they do not go away empty headed”

– 구매자는 무형성으로 인한 불확실성을 줄이기 위해 그 서비스에 관한 정보와 확신을 제공하는 유형의 증거를 찾는다

• Subjective Standards: Services are experiences judged by the standards of the receivers of those services (perception of those receivers).

• Strategy – Managing tangible (physical) evidence that will provide

information and confidence about the service

» Trade dress

» e.g., exterior of a restaurant, clothing, appearance of employees, parking luxury car in front

» dedicated meeting room, twenty-five hour use, continuous coffee, all inclusive pricing, visualized the information.

– Creating culture: A firm’s efforts to tangibilize the service product often revolve around the culture of the organization. (ex. Meridien, “French way”; Swissotel, “Swiss experience” Hyatt, “Hyatt Touch”)

– Differentiation: people, physical environment and process

– Risk management: 견본, 감사의 편지, fam tour

– Ex)

Inseparability

– Characteristics • Both the service provider and the customer must be

present for the transaction to occur.

– The experience is not produced ahead of time and stored waiting for customer’s arrival

– Customers are usually unable to check the experience ahead of time since it cannot be inventoried and made available

• Managers should manage both their employees and their customers.

• Customer-contact employees are part of product

– Internal marketing

• Customers are part of the product

– Customer is involved as a co-producer in most service experience (ex, restaurant)

– Customer and employee must understand service deliver system, since they are both co-producing the service

– Organization must select, hire and train customer (fast food store’s self-service, rent car’s internet reservation)

• Problems

– This participation by the customer make it difficult for the service provider to have maximum control over the quality of the service experience.

• Strategy:

– Internal marketing

– Increase capacity by giving benefits

» The benefit provided to the guest by becoming an employee include reduced price, increase value, customization and reducing waiting time.

Heterogeneity (variability)

– Characteristics • Service qualities varies depending on who provides

services and when and where they are produced

– Cause of variability • Provider:

– High degree of contact between the service provider and the guest means that product consistency depends on the service provider’s skills and performance at the time of exchange.

• Customer: – Service is heterogeneity because the quality of the service

experience is measured in the perception of the customer

– Fluctuating demands:

» It can almost never be the same for two different individuals. Nor is it often the same for the same person twice.

– Lack of communication:

» different level of expectation (same words different meanings; medium)

– Strategy – Internal marketing

– To Increase communication based on customer file.

– To personalized service (threat and opportunity)

• 이질성 줄이는 세가지 방법

– 1) 고용 및 훈련 진행 절차에 투자하라

» 잘 훈련된 직원의 특징: 예의(courtesy) 친절, 공손, 사려 깊다; 신용(credibility) 믿을 만하다; 신뢰(reliable) 서비스가 일관되고 정확하다; 반응성(responsibility) 신속하게 처리한다; 의사소통(communication) 고객을 이해하려고 노력한고 명확한 의사소통을 한다.

– 2) 조직 전체의 서비스 수행절차를 표준화 하라

– 3) 고객만족을 감시하라

이질성을 줄이는 방법

채용과 훈련에 투자한다

고객의 만족을 관찰한다.

서비스 행위의 과정을

표준화 한다.

1) 고용 및 훈련 진행 절차에 투자하라 잘 훈련된 직원의 특징: 예의(courtesy) 친절, 공손, 사려 깊다; 신용(credibility) 믿을 만하다; 신뢰(reliable) 서비스가 일관되고 정확하다; 반응성(responsibility) 신속하게 처리한다; 의사소통(communication) 고객을 이해하려고 노력하고, 명확한 의사소통을 한다.

2) 조직 전체의 서비스 수행절차를 표준화 하라 - 서비스 청사진에 서비스 전달 시스템을 도식화하여 서비스 절차, 고객 접촉점, 고객 관점에서 서비스 증거 등을 동시에 나타낼 수 있음 3) 고객만족을 감시하라 - 제안이나 불평시스템, 고객 설문, 스파이 쇼핑,경쟁상품 비교조사원 등을 활용

호텔 투숙의 청사진

Perishability

– Characteristics • Services cannot be stored for later sale or use

– It is impossible to inventory services since they are produced and consumed simultaneously.

– It is difficult even to recover from a lost service opportunity

– To Maximize revenue, manager must manage capacity and demand

• Strategy – Managing capacity

» Involve the customers in the service delivery system

» Cross train employees

» Use part-time employees

» Rent or share extra facilities and equipment

» Extend service hours

» Use technology

» Use price

– Managing demand • Use price to create or reduce demand

• Reservation system: charge guest holding guaranteed reservation even when they fail to check into the hotel

• Overbook: booking curve analysis

• Shift demand

– Capacity and demand management • Containing database including preference, hobbies,

preferred time of year for travel and marital status

• Yield management

수용력 관리

고객을 서비스 전달 시스템에 관여시킨다.

종업원의 교차훈련

파트타임 종업원의 활용

추가적인 시설과 설비는 대여 또는 공유

비수기에는 보수계획을 짠다.

서비스 전달 시스템을 변화한다.

수요의 관리

수요를 만들거나 줄이기 위한 가격의 활용

예약의 활용

초과예약

수익 관리

대기행렬

수요의 이동

촉진 이벤트 창조

줄 서는 것을 관리하는 요령

1. 아무것도 하지 않고 기다리는 것은 무언가를 하면서 기다리는 것보다 길게 느껴진다.

2. 불공정한 기다림은 정당한 기다림보다 길다.

3. 불확실한 기다림은 유한한 기다림보다 길다.

서비스 이익 고리

건전한 서비스 이익과 성장

만족하고 충성스런 고객

내적인 서비스 품질

만족하고 생산성 있는 서비스 종업원

보다 큰 서비스 가치

Three types of marketing in service industries

Company

Employees Customers

Internal Marketing

(10장)

External Marketing

Interactive marketing

Internal marketing

• Service firm must effectively train and motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

• For the firm to deliver consistently high service quality, everyone must practice a customer orientation.

• Marketers must get everyone in the organization to practice marketing.

• Internal marketing must exceed external marketing.

Interactive marketing

• Perceived service quality depends heavily on the quality of the buyer-seller interaction during the service encounter – Moment of truth(진실의 순간)

• In service marketing, the product quality depends on “how a product is obtained.”

• The customer judges service quality not just on technical quality(the quality of food), but also on its functional quality(the service provided in the restaurant).

전통적 마케팅 vs. 서비스 마케팅

전제 마케팅기능 담당 조직

전통적마케팅 생산과 소비의 분리

생산과 소비의

매개

마케팅 부서

서비스 마케팅 생산과 소비가 동시에

전통적 마케팅

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상호작용 및

접점의 관리

전직원

Overview of service characteristics

– The servuction model

• The term servuction was developed to describe a production system for service

– Interaction between customer A and customer B

» Arrange menu

– Contact personnel

– Inanimate environment

» All physical elements other than employees and customers that are presenting during the service encounter

» The inanimate environment provides tangible evidence and can be used to provide a point of differentiation

– The invisible organization and system