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Chapter 1 The Basic of Wow! The Guest Knows Best Guestology: What Is It? Guestology, a term originated by Bruce Laval of The Walt Disney Company, customer- guest are, to the extent possible, studied scientifically (the – ology in guestology). Guests behaviours within the hospitality organization are carefully observed. Their wants, needs, capabilities and expectations regarding the hospitality guest experience are determined. And ultimately, the service product is tailored to meet their demands and those of future guests. Guestology means simply that all the organization’s employee must treat customers like guests and manage the organization from the guest’s point of view. The practice of guestology makes it possible to increase guest satisfaction, which leads to more repeat visits, which in turn drives revenues up. The findings of guestology turn into the organizational practices that provide sustained outstanding service. The organization’s strategy, staff and system are aligned to meet or exceed the customer’s expectations regarding the three aspects of the guest experience: service product, service setting (also called service environment or servicescape) and service delivery. Guestology turns traditional management thinking on its head. Instead of focusing on organizational design, managerial hierarchy and production system to maximize organizational efficiency, guestology forces the organization to start everything it does by looking systematically at the guest experience from the customer’s or guest’s point of view. What customers do and want are first systematically studied, modelled and predicted. Only then can the rest of the organizational issues be addressed. The goal is to create and sustain an organization that can effectively meet the customer’s expectations and still make a profit. Meeting Customer Expectations Customers come to a service provider with certain expectations for themselves, their businesses and/or their families. First time guest may have general expectations, a first time guest of a major hotel may simply expect a nice room, comfortable mattress, clean surroundings, satisfactory meals and a reasonable price. A repeat guest may have more specific expectations based on past experience. A guestologist seek to understand and plan for the expectations of an organization’s targeted customers before they ever enter the service setting, so that everything is ready for each guest to have a successful and enjoyable experience. Guestology involves systematically determining what those factors are, modelling them for study, measuring their impact on the guest experience, testing various strategies that might improve the quality of that experience and Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. Why is this page out of focus?This is a Premium document. Become Premium to read the whole document. What does it mean to be a Guestologist?A guestologist seeks to understand and plan for the expectations of an organiza- tion's targeted customers before they ever enter the service setting, so that everything is ready for each guest to have a successful and enjoyable experience.
What is quality Guestology?"Guestology" is a practice used to provide top quality service which will be beneficial to any organization. The main purpose of this is to simply put the guests welfare because the goal is that employees must treat every customers as guests and manage the organization from the guest's point of view. SERVICE DELIVERY.
What is the role of Guestology?Guestology means simply that all the organization's employees must treat cus- tomers like guests and manage the organization from the guest's point of view. All the while, this is a business, and an eye must be kept on the bottom line to ensure that services can continue to be provided in the future.
What is Disney Guestology?Outstanding customer service was key to Walt Disney's vision that led to the creation of his theme park empire. Customer service was so important to Walt Disney that he coined a word to define his approach to surprising and delighting visitors to his parks: “Guestology.”
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