Customer care and service quality

The sustained success of a hospitality organisation’s business is dependent on meeting the expectations of the consumer in terms of service quality and customer care. The unique nature of service and its environment outlined in this chapter make that aim more difficult to achieve than might be anticipated. The intangibility of service, and the presence of multiple stakeholders in the service experience require a talented and stable workforce, both of which are in short supply in the industry. On the other hand, hospitality service consumers are more likely to recognise and highlight poor service than service excellence. Achieving competitive advantage through service under the circumstances is all the more challenged. The chapter reflects on the nature of service, the diversity and differences across consumers and providers and the role of context in hospitality service provision. A few key approaches to evaluating service quality from the customer’s perspective and measuring it in relation to organisational outcomes are presented in this chapter.