Hospitality services quality

Hospitality services quality is one of the most important parameters in assessing hospitality services. In the hotel industry key factors determining the level of quality are:

• level of performance and technical condition of the object,
• quantity, quality and novelty of equipment,
• professional conduct of employees,
• functional and organizational solutions,
• external conditions (e.g. cultural attractions, shopping centres, leisure activities, economic development, competition),
• reliability of service,
• speed of service,
• confidence and professionalism,
• individual approach to clients.

Criteria and indicators of hospitality services quality

The basic criteria of quality are:

• accuracy,
• stability,
• speed of reaction within the specified requirements,
• complexity of services.

Factors impacting hospitality services quality

Various factors have strong impact on the quality of hotel services:

• Market competition among the hotels. Guests are increasingly demanding from owners and hotel managers right attitude to service quality. On the market of hotel services customer has deciding vote and this fact forces the design, provision and development of new, higher standards of service.
• Activities of organizations governing tourism significantly affects the quality by supervision and control operations carried out by state bodies, local governments and specialized institutions. Control activities, enforce maintenance of standards, quality, health and security.
• Activities of the professional hoteliers affects the quality of hotel services through the recommendation system. Other organizations enforce the quality of services e.g. trade organizations, competitors.
• Legal regulations - very broadly refer to state laws, sanitary regulations, or environment protection. Main legislative influence on the level of hotel services quality is category of the hotel.

Hospitality is a specific industry because of the complex nature of the service provided, it includes a number of services (e.g. accommodation, food), usually dependent on the characteristics of the object and its category. Hence the apparent diversity of contests organized as part of this sector. We can divide them as follows:

• Quality of services provided at the point of view client (Golden Key, Hotel of Dreams),
• The overall activity of the hotel from the perspective of industry experts (Simply The Best)
• Quality catering services provided in the hotel restaurants (Golden Pan,Bartenders Competition)
• Level of preparedness for future staff to provide hotel services (Competition knowledge on the hotel industry).

Causes of customer dissatisfaction

When a customer is dissatisfied with the service then there is a distortion of the quality of hotel services. Typically, dissatisfaction is associated with the following causes:

• hotel has not performed all offered services,
• hotel didn't present offer quite clearly,
• the client wasn't effectively acquainted with offer,
• information about prices, service was not sufficiently clear,
• the hotel uses impractical solutions,
• negligent staff,
• equipment failure,
• inefficiency of service.

Causes of customer dissatisfaction should be regarded as objective reasons. Customer should be satisfied with the consumption of the product. Should be convinced that the choice of hotel made by him is right. If customer dissatisfaction is due to our negligence that is to say that we did not do anything to pass information in a comprehensible manner. There may also be due to subjective reasons for solutions different from those to whom the customer is accustomed, and even having its source in the state of health or comfort of a client. Any kind of customer dissatisfaction should be subject to an immediate reaction from the hotel management. Therefore, action should be taken to ensure quality customer service.

Examples of Hospitality services quality

1. Personalized Service: Personalized service is an important factor in determining the quality of a hospitality service. Personalized service can be offered in many different ways, from the moment a customer arrives to the time they check out. This could include offering a personal welcome, addressing the customer by their name, and offering personalized recommendations for restaurants and attractions in the area.
2. Cleanliness and Maintenance: Cleanliness and maintenance of the facilities and the rooms is a key factor in determining the quality of a hospitality service. The hotel must have an effective system in place for cleaning and maintenance of the rooms and other facilities. This includes ensuring that all rooms are clean and properly maintained, that all furniture and fixtures are in good condition, and that all amenities are up to date.
3. Staff Courtesy and Professionalism: The quality of a hospitality service is also determined by the attitude and professionalism of the staff. The staff should be courteous and friendly, while also having good knowledge of the services they are providing. The staff should also be able to answer questions and help customers with their needs.
4. Food and Beverage Quality: The quality of the food and beverages served by the hospitality service is also important. The food should be of high quality, prepared properly, and served in a timely manner. The beverages should also be of high quality and properly served.
5. Technology: Technology is an important factor in hospitality services. The hotel must have the latest technology in place to ensure that the customer's stay is as comfortable and convenient as possible. This could include providing high-speed internet access, on-site entertainment options, and other technological amenities.

Advantages of Hospitality services quality

A good quality of hospitality services can bring many advantages to customers, hotels, and other related businesses. The following are some advantages of hospitality services quality:

• Professionalism and expertise of staff: Quality hospitality services require staff to be well-trained and professional, as they are often the first point of contact with customers. Well-trained staff can provide a high level of customer service, which gives customers a positive experience and impression of the hotel.
• Comfort and convenience: Quality hospitality services offer customers comfort and convenience. This includes a clean and comfortable environment, excellent room service, and amenities such as a gym or pool. These amenities help to make customers feel at home and create a pleasant atmosphere for them.
• Cost efficiency: Quality hospitality services are cost effective as they can reduce wastage of resources and therefore lower overhead costs. This makes it easier for hotels to offer competitive rates and attract more customers.
• Increased customer loyalty: Quality hospitality services can help to create customer loyalty. Customers who have had a pleasant experience with a hotel are more likely to return, which can be beneficial for hotels.
• Improved reputation: Quality hospitality services can help to improve the reputation of a hotel. Customers who have had a good experience with a hotel are likely to spread the word about it, which can help to attract more customers.

Limitations of Hospitality services quality

The hospitality services quality is influenced by numerous factors. Some of the most important limitations are:

• The level of customer service delivered by the staff - hospitality services quality is judged by the customers based on the level of customer service they receive. This includes everything from the level of courtesy and politeness of the staff to the speed at which requests are addressed.
• The level of comfort provided by the accommodation - the quality of the accommodation should be as comfortable as possible for the guests. This includes factors such as the size and layout of the room, the quality of the furnishings, and the level of cleanliness.
• The quality of the food and beverages served - the quality of the food and drinks served should meet the standards of the customers. This includes the taste, presentation, and freshness of the food as well as the variety of drinks available.
• The availability of amenities - the amenities offered should be of a high standard and should meet the needs of the customers. This includes things such as the availability of Wi-Fi, the quality of the entertainment options, and the availability of other services such as laundry or concierge services.
• The overall atmosphere of the hotel - the atmosphere of the hotel should be welcoming and inviting, and should make customers feel comfortable and relaxed. This includes factors such as the décor, the music, and the lighting.

Other approaches related to Hospitality services quality

In order to assess the quality of hospitality services, there are several approaches that should be taken into consideration. These include:

• Staff training and development: Ensuring that the staff have the necessary skills to deliver a high quality of service is important. Staff should be knowledgeable, friendly and professional at all times, and they should be provided with regular training in order to stay up-to-date in their field.
• Customer feedback: Gathering customer feedback provides hospitality service providers with valuable insight into how their services are perceived. This can be done through surveys, interviews and reviews.
• Service quality standards: Establishing and maintaining service quality standards is essential for providing consistent service to customers. This includes setting targets and standards for staff performance, complying with relevant regulations and maintaining high levels of cleanliness.
• Technology: Technology can play an important role in improving hospitality services. This includes the use of automation, analytics and customer relationship management tools.

In conclusion, hospitality service quality is determined by several factors, including staff training and development, customer feedback, service quality standards and technology. Ensuring that these elements are in place is essential for providing a high quality of service.

Hospitality services quality — recommended articles

Quality of tourist service — RATER model — Certificate of approval — Hospitality product quality — Designed quality — Selective distribution — Product knowledge — Product structure — Certificate of quality

References

• Morrison, A. M. (1996). Hospitality and travel marketing (No. Ed. 2). Delmar Publishers.
• Narangajavana, Y. (2007). The Relationship of the Hotel Rating System and Service Quality (Doctoral dissertation, Oklahoma State University).
• Oh, H. (1999). Service quality, customer satisfaction, and customer value: A holistic perspective. International Journal of Hospitality Management, 18(1), 67-82.
• Saleh, F., & Ryan, C. (1991). Analysing service quality in the hospitality industry using the SERVQUAL model. Service Industries Journal, 11(3), 324-345.
• Wong Ooi Mei, A., Dean, A. M., & White, C. J. (1999). Analysing service quality in the hospitality industry. Managing Service Quality: An International Journal, 9(2), 136-143.

Author: Ryndak Marzena