For Services Management/Marketing or Marketing courses, particularly for undergraduate and graduate programs in Hospitality Management, Tourism Management, Leisure Management and Retail Management. This book addresses the hospitality industry from a services management perspective, offering the reader a series of management concepts - operations, marketing and human resources - all of which are capable of being effectively incorporated into all hospitality operations. The book's focus is on the ever-increasing demand of customers for service quality, as well as the other challenges facing hospitality establishments today - including intense competition, globalization, and technological innovation. This book stresses the point that in all services, including hospitality services, the human element (both employees and customers) is absolutely crucial - in selling services, hospitality enterprises are 'selling' personal relationships. Hospitality providers of all types will benefit from adopting the management philosophies and practices in this book - ones that have proven so effective in other service sectors.
Table of Contents:
I. THE SERVICE PARADIGM.
1. The Metamorphosis of Services.
The Service Economy.
Global Tourism and Hospitality.
Interdependency of Services.
Hospitality as a Service Industry.
Service Packages.
Tangible and Intangible Aspects of Service Offers.
2. The Nature of Services.
How Services Differ.
Management Implications.
II. SERVICES OF QUALITY.
3. Quality — the Core Service.
An Historic Perspective on Quality.
Economic Impact of Quality.
The Cost of Quality.
The Quality ‘Gurus.’
The Core Ideas of TQM.
The Special Case of Service Quality.
Understanding Service Quality Theory.
Service-quality Concepts.
4. Understanding Customer Needs.
Customers of a Service Organization.
Internal Customers.
External Customers.
Measurement of Service Quality.
Employee Research.
III. SERVICES THAT SERVE.
5. The Service Vision.
Service Vision or Concept.
Service Strategy.
Service Processes.
Perfecting the Service System.
Service Design and Blueprinting.
Managing the ‘critical encounters.’
Designing and Managing Service Networks.
6. Modern Marketing (1) — External Service Implications.
Towards a New Marketing Paradigm.
Integrating Operations, Marketing, and Human Resources.
An Extended Marketing Mix for Services.
New Marketing Concepts for Services.
7. Modern Marketing (2) — Internal Management Implications.
The Shift in Focus.
Internal Marketing.
Relationship Marketing.
In-House Marketing.
Managing and Marketing Service Demand.
IV. SERVICE GROWTH TO EXCELLENCE.
8. Empowerment, Guarantees, and Recovery.
Service Superiority.
Empowerment.
Service Guarantees.
Service Recovery.
Coordinating Empowerment, Guarantee, and Recovery.
9. Global Strategies for Hospitality Services.
The Trend is Global.
From Inns to Internationalisation.
Choosing an International Location.
In Search of Global Potential.
Strategies for Globalising Hospitality Firms.
Globalisation Through Partnerships and Alliances.
10. Technology and its Applications.
The Advent of Technology.
The Shift of Focus.
The Internet.
Internal and External Services.
Integration of Marketing, Operations, and Human Resources.
Applications of Technology in the Hospitality Industry.
Marketing and Sales in the Age of Technology.
References.
Index.
