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Setting the Scenefor the Guest

ExperienceThe Hospitality Service Strategy

11TQM for Hospitality & Tourism

- Owe I. Lozada

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Learning Objectives

Why the service setting or serviceenvironment is important.

How the service environment affects guestsand employees.

Which elements of the service environmentneed to be managed.

How service environment factors moderateor affect the responses of guests, accordingto the Bitner model.

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Learning Objectives

Why providing a service environment inwhich guests feel safe and secure is critical.

How theming the service setting pays off.

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Creating the

Show A term coined by Walt Disney.

the Show refers to everyone and

everything that interfaces with guests.

Guests feel like they are immersed in aliving motion picture.

Everything the guests sees, feels, andsenses is part of the story being told.

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Creating the

Show Themes create fantasy

Use the physical environment & other visual

cues to create a show as part of its serviceexperience.

To theme or not to theme

It is a way to add value to the guest experience.

But theming places limits on what you can offer.

It will also appeal to a narrower market.

Control & Focus

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Creating the

Show The Architecture

Sights and Sounds

Environmental sounds should serve a purpose.

Lighting can focus the eye toward visual cuesthat emphasize the theme of the experience andaway from things that detract from the theme.

If you enter a service setting and dont notice thelighting, it is probably well done.

Spoken words.

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Environment

Important?1. Guest expectations

2. Guest mood

3. Employee satisfaction

4. Setting as a part of service

5. Functional value of the Setting

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Bitner Model

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Environment

Ambient Conditions

Ergonomic factors such as temperature,

humidity, air quality, smells, sounds, physicalcomfort, and light.

Use of Space

How equipment and furniture are arranged.

Smooth flow of guests and employees.

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Environment

Functional Congruence

Refers to how well something with a functional

purpose fits into the environment in which itserves its purpose.

Signs, Symbols, and Artifacts

Other people

Employees, other guests,...

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Servicescape

Perceived service environment

It is what the individual environmental

factors add up to for each guest.

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Individual

Moderators Mood

Personality

Expectations

Demographics

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Responding to the

ServicescapePhysiologicalResponses

1. The senses

2. Information Processing

3. Rich and lean

environment

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Cognitive Responses

1. Expectations

2. Nonverbal cues

Emotional Response1. Degree of arousal

2. Degree of pleasure/displeasure the experiencerepresents