INCONSISTENCY OF HOTELS-The services performed in the hotel industry are largely dominated by relationship management- that is performed by individuals. Since no human is perfect, it is difficult to standardize the quality of the human effort in this industry. The fact that service quality is difficult to control compounds the marketer’s task. Services are performances, often involving the cooperation and skill of several individuals, and are therefore unlikely to be same every time. The only solution to this problem is to design services to be as uniform as possible. Mc Donald’s- the world’s largest fast food chain is renowned to standardize the quality of its service by making the whole process as standardized as possible. This is supplemented by training personnel to follow closely defined procedures, or by automating as many aspects of the services as possible. The appeal of some service personnel – particularly, the hotel industry- lies in their spontaneity and flexibility to address individual customer needs.
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