Service Quality Hospitality - 4958 Words

MANAGING SERVICE QUALITY IN HOSPITALITY INDUSTRY THROUGH MANAGING THE ‘MOMENT OF TRUTH’: A THEORETICAL APPROACH Deborah Christine Widjaja Lecturer, Hotel Management Program, Faculty of Economics, Petra Christian University Email: dwidjaja@peter.petra.ac.id Abstract: Hospitality industry is one of the service businesses that pays so much attention to service quality as it is the main intangible product that it produces. This short article examines how to manage service quality in hospitality industry through managing the ‘moment of truth’ or service encounter. The analysis is done by referring to some problems and challenges in managing service encounters. The results of the analysis show some important points to consider when managing†¦show more content†¦The functional quality is how a customer receives the service and how he experiences the simultaneous production and consumption process. All the tangibles will create the technical quality but the intangibles will generate the functional quality. For example in a restaurant setting, the delicious food served to the guest is the technical quality of a service; while how the guest is treated and served by the waiter is the functional quality. Both of them give influence to the customer in perceiving the service quality. Very often the service provider who performs better in functional quality will gain competitive advantage when most of service providers provide relatively the same technical quality. SERVICE ENCOUNTER OR â€Å"MOMENT OF TRUTH† The term service encounter and ‘moment of truth’ are used interchangeably when discussing the period of time where customers interact directly with a service. As it is stated by Lovelock (2002) that ‘moment of truth’ is â€Å"a point in service delivery where customers interact with service employees or self-service equipment and the outcome may affect perceptions of service quality† (p. 55). In the ‘moment of truth’, a careless mistake by an employee, a rude behavior or an unanticipated request by a guest can result in a dissatisfied guest (Kotler, 2003, p. 353). It is the crucial moment for service provider to influence customer perception of service quality. For example, a hotel guest may experience several serviceShow MoreRelatedCustomer Satisfaction in the Tourism and Hospitality Industry: Analysis on Service Quality and Service Failure1986 Words   |  8 Pages1.0 TITLE OF THE STUD Y Customer Satisfaction in the Tourism and Hospitality Industry: Analysis on service quality and service failure 2.0 BACKGROUND OF THE STUDY / INTRODUCTION Customer satisfaction plays a crucial role for success and survival in today’s competitive market. 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