The Hospitality Service Delivery System Section 3 Communicating

The Hospitality Service Delivery System Section 3

Communicating for Service Chapter 9

Challenge of Managing Information • • Managing information systems Informing guests Realizing that cues communicate Adding quality and value through information • Getting information where it needs to go

Information and the Service Product • Information as product – Fresh. Point • Giving employees information they need – Internal customer – Integrated information system

Information and the Service Setting • Environment and service • Environment as information system • Customer-provided information

INFORMATION AND THE DELIVERY SYSTEM

Aiding the Product • • Really knowing customers Delivering freshness Information on service quality Information to people

Advancing Technology • High tech becomes high touch • Technology for expertise – Centralized reservations – Cross-selling • Front and back of house • Point-of-sale systems

Daily Count • Number of guests • Arrival-rate distributions • Human resources decisions

Information Flow between Levels • Organizational levels • Simple to complex • Purposes: – Reinforce cultural decisions – Motivate employees – Educate employees to enhance guest experience

DECISION SUPPORT SYSTEMS

Using Data to Drive Decisions • • Modeling decisions Economic ordering quantity Statistical analysis Data mining

Using Information • Market segmentation • Identification and targeting of best and worst customers • Collaborative filters

Problems with Information Systems • • • Information overload Focusing on numbers Bad information Maintaining security Value versus cost Learning the system

Hospitality Organization as an Information System • Integrated systems • Primacy of information – Increasing capacity – Reducing need – Everybody online • Implications for service