In the hospitality industry, a company can apply services as platforms and the goods to engage customers with the aim of creating an unforgettable experience for the customer. The quality service is supposed to exceed the standards of the customers expectations (Ryu et al., 2012). The guests can be involved in providing the best services by inquiring from the guests to get the best ideas on how to service them. Customers have the perception of what can satisfy them most, therefore, using them as consultants is a way to ensure best quality services. Guests can provide information on what they like or dislike about their experiences with the business. This work best with loyal customers and those who are willing to share with the hospitality company.
Guests in the hospitality industry can also be used to provide the best environments for other guests and customers. They can influence their experiences and those of others. They can raise service satisfaction and quality or lower the same. The presence of guests in a restaurant can enhance customer experiences through interactions and socialization. On the other hand, an excessive population in the restaurant can be a factor lowering guest experience. Demanding guests who cut in line and guests with incompatible tastes can reduce the impression on other guests (Ryu et al., 2012).
Visitors are used as co-producers in the hospitality sector by making them part of the service production and delivery and by making them substitutes for management. They can be supervisors, motivators for employees, feedback providers and guiding other guests through what they should do to best enjoy the services offered like paying attention to what other customers are doing.
To raise quality service standards in the hospitality industry, it is vital to adequately train and motivate employees in every aspect of the organization. This makes sure that the employees know and believe in the product they are selling and can provide customers with whatever information they may need. When people walk into any business, they want assurance that the employees offering the service are confident in what they are selling. Through being part of the tasting process in a restaurant, a waiter/waitress can advise the customers on the taste of the meals and make personal suggestions while taking an order (Ryu et al., 2012). This can make a clients experience memorable and personal. In improving the restaurant's service skills and those of employees, a significant difference is visible.
It is also important to train the guests about their role in co-production because of the levels of uncertainty associated with in the hospitality service provision. It is important that customers know what and how they are expected to play their role to ensure high-quality services. Hospitality industries are responsible for identifying suitable services that enhance participation and the level of customer involvement in coming up with and offering the service. It is, therefore, important that the clients who are willing to take part in service provision be carefully selected (Chathoth et al., 2016).
Customers should also receive training so that they understand their roles and contribution to co-production. Through this, the organization receives aid from other co-participant guests who can help in training other guests to perform the best. Even then it is the organization's responsibility to find opportunities for including their guests as part of one anothers experience (Chathoth et al., 2016).
A wow factor that can be related to the service standards above is personal touches. Well trained employees to specific working standards are encouraged to bring a personal experience to their roles. The staff should be passionate, active, professional and punctual. They should also be able to remember details about previous interactions and regular customers so that they can spark conversations with the regular attendees so that they feel important (Ryu et al., 2012). It is essential that the employees do not come off as robots but as human beings.
The employees should dedicate all of their attention to the guest during the moment they are attending to them. By asking questions and taking keen interests in the guest to make sure they feel valued. If a customer makes a specific and personal request according to his/her taste in advance, plans are supposed to be done to ensure the requests are met (Ryu et al., 2012).
Customers satisfied by the services offered have a high possibility of becoming an ambassador for the organization by sharing positive experiences by word of mouth. This helps in marketing the organization and enabling the guest to guest interaction. The customers are responsible for successes of the business by causing behavioral changes as a direct result of the inter-customer interaction. The guest may be intent on doing something differently and can be inspired to make connections in the restaurant for instance. They should feel that they have made a positive impact and even feel some degree of ownership. Sending of follow-up, personalized messages to the guests and the guests themselves sharing content and experiences can prolong the enjoyment and experience even off the business premises.
The internet has grown to have a great impact on the hospitality industry. With a website, a restaurant, for example, can begin relating to a potential customer even before they physically visit the premises. Information about the restaurant and its products and services can be found on the website. When a potential guest views photos of the restaurant, they develop a predisposition about the place. Efficient use of a site can be the ultimate tool for providing information to customers (Casavana et al., 2010).
Customers can make reservations through the website quickly and compare the different products and prices. They can also access information about available seats and pick tables according to their wishes. This booking aspect allows ease of access by customers. Information about different outlets of the same restaurant can be accessed from a website. The site can also be accessed through mobile phones to maintain communication with the customers since customers carry their cell phones most of the time. They can receive notifications from the website, send delay messages, view offers and deals (Casavana et al., 2010).
A website can also have live chat platform since it is a way of one on one communication between business and customers with immediate responses. This helps in raising sales while offering reliable means of interaction. A website with this feature is preferred because the business can attend immediately to questions raised while they are making reservations. Live chat can assist guests to step by step through every stage of booking until they are done. Potential customers reached in this manner will feel important and can turn from on-lookers to customers. Since most decisions made by clients in the hospitality industry are often based on convenience, a website and live chat feature can convince guests to access the services offered (Casavana et al., 2010).
Ryu, K., Lee, H., & Gon Kim, W. (2012). The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), 200-223. doi:10.1108/09596111211206141
Chathoth, P. K., Ungson, G. R., Harrington, R. J., & Chan, E. S. (2016). Co-creation and higher order customer engagement in hospitality and tourism services. International Journal of Contemporary Hospitality Management, 28(2), 222-245. doi:10.1108/ijchm-10-2014-0526
Kasavana, M. L., Nusair, K., & Teodosic, K. (2010). Online social networking: redefining the human web. Journal of Hospitality and Tourism Technology, 1(1), 68-82. doi:10.1108/17579881011023025
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