8/4/2019 Ch3 Setting the Scene
1/17
Click to edit Master subtitle style
4/15/12TQM for Hospitality & Tourism -Owe I. Lozada
Setting the Scenefor the Guest
ExperienceThe Hospitality Service Strategy
11TQM for Hospitality & Tourism
- Owe I. Lozada
8/4/2019 Ch3 Setting the Scene
2/17
4/15/12 TQM for Hospitality & Tourism - Owe I.
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.
TQM for Hospitality & Tourism - Owe I. 22
8/4/2019 Ch3 Setting the Scene
3/17
4/15/12 TQM for Hospitality & Tourism - Owe I.
Learning Objectives
Why providing a service environment inwhich guests feel safe and secure is critical.
How theming the service setting pays off.
TQM for Hospitality & Tourism - Owe I. 33
8/4/2019 Ch3 Setting the Scene
4/17
4/15/12 TQM for Hospitality & Tourism - Owe I.
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.
TQM for Hospitality & Tourism - Owe I. 44
8/4/2019 Ch3 Setting the Scene
5/17
4/15/12 TQM for Hospitality & Tourism - Owe I.
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
Guests should see what the storyteller wantsTQM for Hospitality & Tourism - Owe I. 55
8/4/2019 Ch3 Setting the Scene
6/17
4/15/12 TQM for Hospitality & Tourism - Owe I.
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.
TQM for Hospitality & Tourism - Owe I. 66
8/4/2019 Ch3 Setting the Scene
7/174/15/12 TQM for Hospitality & Tourism -TQM for Hospitality & Tourism - 77
8/4/2019 Ch3 Setting the Scene
8/174/15/12 TQM for Hospitality & Tourism -TQM for Hospitality & Tourism - 88
8/4/2019 Ch3 Setting the Scene
9/174/15/12 TQM for Hospitality & Tourism -TQM for Hospitality & Tourism - 99
8/4/2019 Ch3 Setting the Scene
10/174/15/12 TQM for Hospitality & Tourism - Owe I.
Environment
Important?1. Guest expectations
2. Guest mood
3. Employee satisfaction
4. Setting as a part of service
5. Functional value of the Setting
TQM for Hospitality & Tourism - Owe I. 1010
8/4/2019 Ch3 Setting the Scene
11/174/15/12 TQM for Hospitality & Tourism - Owe I.
Bitner Model
TQM for Hospitality & Tourism - Owe I. 1111
8/4/2019 Ch3 Setting the Scene
12/174/15/12 TQM for Hospitality & Tourism - Owe I.
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.
TQM for Hospitality & Tourism - Owe I. 1212
8/4/2019 Ch3 Setting the Scene
13/174/15/12 TQM for Hospitality & Tourism - Owe I.TQM for Hospitality & Tourism - Owe I. 1313
8/4/2019 Ch3 Setting the Scene
14/174/15/12 TQM for Hospitality & Tourism - Owe I.
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,...
TQM for Hospitality & Tourism - Owe I. 1414
8/4/2019 Ch3 Setting the Scene
15/174/15/12 TQM for Hospitality & Tourism - Owe I.
Servicescape
Perceived service environment
It is what the individual environmental
factors add up to for each guest.
TQM for Hospitality & Tourism - Owe I. 1515
8/4/2019 Ch3 Setting the Scene
16/174/15/12 TQM for Hospitality & Tourism - Owe I.
Individual
Moderators Mood
Personality
Expectations
Demographics
TQM for Hospitality & Tourism - Owe I. 1616
8/4/2019 Ch3 Setting the Scene
17/174/15/12 TQM for Hospitality & Tourism - Owe I.
Responding to the
ServicescapePhysiologicalResponses
1. The senses
2. Information Processing
3. Rich and lean
environment
TQM for Hospitality & Tourism - Owe I. 1717
Cognitive Responses
1. Expectations
2. Nonverbal cues
Emotional Response1. Degree of arousal
2. Degree of pleasure/displeasure the experiencerepresents