For S ervices Management/Marketing or Marketing courses, particularly for undergraduate and graduate programs in Hospitality Management, Tourism Management, Leisure Management and Retail Management.
This book addresses the hospitality industry from a services management perspective, offering the reader a series of management concepts — operations, marketing and human resources — all of which are capable of being effectively incorporated into all hospitality operations. The book’s focus is on the ever-increasing demand of customers for service quality, as well as the other challenges facing hospitality establishments today — including intense competition, globalization, and technological innovation. This book stresses the point that in all services, including hospitality services, the human element (both employees and customers) is absolutely crucial — in selling services, hospitality enterprises are ‘selling’ personal relationships. Hospitality providers of all types will benefit from adopting the management philosophies and practices in this book — ones that have proven so effective in other service sectors.
Unique perspective — Currently the only book that addresses hospitality management specifically from a services management/marketing perspective.
~Offers the reader a series of management concepts — operations, marketing and human resources — all of which are capable of being effectively incorporated into all hospitality operations.
Study Objectives — In all chapters.
~Outlines for the student and the professor, the strategic focus of the chapter. These also explicitly state the learning outcome of each chapter.
Vignettes or small cases — Used in each chapter to illustrate the more general managerial material presented in each chapter.
~Assist the professor to illustrate the applicability of the theory in practice, and the students to understand a concept through case example.
Review questions -- For each chapter. The selected questions at the end of each chapter also identify some of the important sections within the chapter.
~Provide a rough guide for both the professor and the student by highlighting issues for consideration and possible assessment.
Suggested further reading for the chapter.
~Provides the students and the professor with numerous publications that discuss similar topic areas; hence, the opportunity to gain greater understanding.
Reference Section — All relevant reference and sources for each chapter are quoted and acknowledged appropriately in the reference section at the end of the book.
~Gives students a great source of information.
Web support on all figures and diagrams in the book.
~Provides all professors with PowerPoint slides of the diagrams illustrated in the text. This constitutes a valuable teaching tool for professors, and serves as a visual aid to student understanding.
I. THE SERVICE PARADIGM.
1. The Metamorphosis of Services.
The Service Economy.
Global Tourism and Hospitality.
Interdependency of Services.
Hospitality as a Service Industry.
Tangible and Intangible Aspects of Service Offers.
2. The Nature of Services.
How Services Differ.
II. SERVICES OF QUALITY.
3. Quality — the Core Service.
An Historic Perspective on Quality.
Economic Impact of Quality.
The Cost of Quality.
The Quality ‘Gurus.’
The Core Ideas of TQM.
The Special Case of Service Quality.
Understanding Service Quality Theory.
4. Understanding Customer Needs.
Customers of a Service Organization.
Measurement of Service Quality.
III. SERVICES THAT SERVE.
5. The Service Vision.
Service Vision or Concept.
Perfecting the Service System.
Service Design and Blueprinting.
Managing the ‘critical encounters.’
Designing and Managing Service Networks.
6. Modern Marketing (1) — External Service Implications.
Towards a New Marketing Paradigm.
Integrating Operations, Marketing, and Human Resources.
An Extended Marketing Mix for Services.
New Marketing Concepts for Services.
7. Modern Marketing (2) — Internal Management Implications.
The Shift in Focus.
Managing and Marketing Service Demand.
IV. SERVICE GROWTH TO EXCELLENCE.
8. Empowerment, Guarantees, and Recovery.
Coordinating Empowerment, Guarantee, and Recovery.
9. Global Strategies for Hospitality Services.
The Trend is Global.
From Inns to Internationalisation.
Choosing an International Location.
In Search of Global Potential.
Strategies for Globalising Hospitality Firms.
Globalisation Through Partnerships and Alliances.
10. Technology and its Applications.
The Advent of Technology.
The Shift of Focus.
Internal and External Services.
Integration of Marketing, Operations, and Human Resources.
Applications of Technology in the Hospitality Industry.
Marketing and Sales in the Age of Technology.