How to improve service quality

Kemmons wilson, the founder of Holiday Inn Company, famously said: Excellent service is the factor that constitutes the final victory. With the intensification of competition in the hotel market and the maturity of customers, customers have higher and higher requirements for hotel service quality, which has become an important weapon for hotels to stand out in the new market competition. In the tourism industry, a remarkable change is that consumers increasingly emphasize "quality service" and only emphasize "quality service". Therefore, the mission of the hotel is to provide high-quality services for guests and meet their needs. How to improve the hotel service quality and make the hotel in an advantageous position in the fierce market competition is the common goal and basic pursuit of hotel managers.

Quality is customer satisfaction or peer recognition. Our service quality is the sum of eight elements: attitude, technology, responsibility, hardware, management, highlights, complaints and mistakes. Among them, complaints and mistakes are negative and should be as small as possible.

The explanation and requirements of the eight elements of service quality constitute the eight elements of service quality, namely, attitude: the attitude towards customers should be warm, thoughtful, serious and careful, and should not be indifferent, contradictory or even bad; Technology: refers to the business level, including sales process and after-sales service. Responsibility: it is to serve customers sincerely, so that customers can buy with confidence and use comfortably; Hardware: equipment, shopping environment, etc. Management: it is the process that managers effectively use manpower, material resources and financial resources to achieve organizational goals; Highlights: service highlights, service features or special services, which can play the role of finishing touch; Complaint or mistake: negative number, the smaller the better. The above eight elements constitute our service quality. Except hardware, the other seven elements can be improved through our efforts.

First of all, we must know the importance of enhancing service awareness. We should improve service attitude and advocate active service. We should realize that only by strengthening service can we meet the consumer demand of customers; Only by improving service can we win the trust of customers; Only by strengthening service can we improve customer satisfaction, and at the same time, only by strengthening service can we reflect our own value and meet our own needs. Because your service has been recognized by the market, you can be in an invincible position in this highly competitive market. Therefore, the idea that the customer is God should not be a specious thing. We really should regard customers as God, be careful, enthusiastic and considerate. However, due to the diversity of society, our excellent service may not always get the response or recognition it deserves. We must understand that ensuring that consumers' rights and interests are not infringed is the most fundamental premise.

Secondly, strengthen the strictness of internal management, ensure that service personnel perform services according to the company's requirements and plans, and avoid deviations in the implementation process. Attention should be paid to the following management rules:

? Avoid overly complex or harsh service standards;

? Avoid too abstract expression of service concept, which makes it difficult for salesmen to understand or have ambiguity;

? Pay attention to the training of sales staff and improve service skills;

? Conduct comprehensive real-time monitoring of service implementation, and solve problems immediately when found.

It is very important to carry out relevant training for sales staff. The distance between the salesman and the customer is the closest. If the sales staff have not received any training and guidance before the service, they will not know how to deal with dissatisfied customers when the service failure occurs. They may be at a loss and lack confidence when dealing with the service failure, so they can't decide which is the best solution. Therefore, when a service error occurs, how to remedy the service needs a learning process.

Finally, we should focus on avoiding complaints rather than how to solve them. Provide customers with after-sales tips, including the explanation of various contract terms, so that customers can avoid possible problems during the purchase process, thus achieving real quality service.

5. Feasible measures to improve hotel service quality After analyzing the causes of the problems, we should implement targeted measures to improve hotel service quality as soon as possible. 5. 1 Building a service level support system for the hotel industry. In view of the low entry threshold for employees in the hotel industry, the operating skills, foreign language communication skills and increasingly popular information system management knowledge of employees in high-star hotels should be strengthened. We should establish a training and certification system for employees in the hotel industry, and implement a voluntary research system for those who want to work in high-star hotels. Through scientific training, new employees can master certain business knowledge of hotel industry. It is difficult to attract talents at the current salary level, so it is necessary to improve the overall salary and welfare level of employees. 5.2 Hotel managers should strengthen the awareness of service quality, which is the central work of hotel daily management. All employees should have a sense of quality, and managers should establish the concept of service quality. Managers are firmly rooted in the concept of quality, so that quality is truly regarded as the lifeline of enterprises in daily management, so that all hotel employees realize the importance of service quality in thought and action, and the quality management system and objectives can be effectively implemented. 5.3 Establish a perfect service quality management system (1) and set up an organizational structure for service quality management. Hotels should set up full-time service quality management institutions as the organizational guarantee of the service quality system, establish a comprehensive, scientific and reasonable service quality control system, and make hotel quality management activities systematic, standardized and institutionalized through certain systems, regulations, methods and procedures, so as to bring all hotel quality activities into a unified quality management system. (2) Formulate quality standards and quality objectives. The hotel should make clear the quality standards for the daily management and service links of various service items, formulate work norms and processes, and make employees' service behaviors have rules to follow. Truthfully record the service processes of all posts and links in the hotel, carefully analyze and study them, improve them according to the requirements of quality management, make them reasonable, and determine them in the form of words and charts to form a service process. Standardization, proceduralization and standardization of service process are not only the important contents of hotel quality system, but also the important basic work of establishing service quality management system. At the same time, the hotel should also formulate service quality inspection procedures and control standards, establish a quality information feedback system, collect and analyze the reasons for substandard services, and propose and implement improvement measures. 5.4 Management control should be based on the first inquiry responsibility system (1). For customers, going to a hotel means spending money to buy enjoyment. There is no need or interest to know which things in the hotel should be handled by who. They have the right to think that any employee represents the hotel and should solve their problems. Therefore, we should vigorously advocate the first question responsibility system. Hotel first inquiry responsibility system refers to the responsibility system that all employees working in the hotel are the first person to accept the guest's consultation or request, that is, the first person to solve the guest's consultation problem and put forward the request, and the first person to ask must try his best to provide the best and satisfactory service to the customer until the problem is finally solved or a clear answer is given. There are several specific requirements: first, if it is a problem within my responsibility, I will immediately ask the guests for a satisfactory answer and properly solve the guests' requirements; Second, although it is a problem within my responsibility, it can't be solved immediately because of the guests, so we should explain it to the guests patiently and meticulously; Third, if the problems and requirements are beyond my responsibility, I will not shirk them and help the guests contact the relevant departments to solve them in time. The key to carrying out the first question responsibility system is to let every employee, especially the front-line employees, fully and clearly understand the general service content and service items of different positions in the hotel and the relationship between service processes through targeted training or cross-training activities. The first inquiry responsibility system is not limited to the customer service of front-line employees, but also includes the logistics support service of second-line employees. (2) staring at the critical moment. Every face-to-face communication between front-line employees and customers is a critical moment, and it is any moment when customers contact any aspect of the hotel and have a certain impression on its service quality. During the hotel stay, customers' perception of the key moments they experienced directly determines their overall evaluation of the hotel service quality. Every critical moment is the basic unit of customer perceived value. Different hotels have different critical moments. Hotel managers can call department managers, front-line employees and customer representatives to discuss with each other, draw all the key moments that the hotel needs to pay attention to, and make a list in the order of service flow for all employees to know. For each critical moment, discuss the coping methods, so that all employees can master them effectively through training. (3) Empower employees. Authorization means that managers share information, knowledge, rewards and power with employees in the front line of service. When facing customers, employees need to have enough strength to meet the diversified and personalized needs of customers in time, as well as to deal with some special situations and accidents. Managers cannot and need not spend all their time on control and supervision. Let employees manage and control some work by themselves, which can not only give full play to the initiative and creativity of employees, but also reflect the hotel's respect for employees and make employees more responsible. It not only improves the efficiency of the hotel, but also allows customers to experience the responsible, enthusiastic and thoughtful service of the hotel staff, which will naturally improve customer satisfaction. Take Xiaodongbei Restaurant of Longcheng Gong Li International Hotel as an example. Every employee in this restaurant has his own responsibilities, some are responsible for counting the number of linen, some are responsible for counting the number of tableware and so on. They should do this work well on the basis of doing basic services every day. Do a good job in cost control and reduce the waste of resources. (4) Walking management. The vast majority of hotel services take place in all business premises of the hotel. Many times, only the customers and employees who provide services know what happened at the service site. Managers can't always sit in the office if they really want to know the first-line situation. They should spend part of their working time on the supervision of the service site. In this way, we can not only deal with guest complaints and emergencies on the spot, but also consult guests' opinions and suggestions to shorten the distance with employees. 5.5 Improve the internal coordination of the hotel (1) and strengthen communication management. Department cooperation is based on communication. Without communication, people will fall into a state of mutual isolation, and it is impossible to form a tacit cooperation. Hotel communication includes communication between superiors and subordinates, communication between departments and communication between people within departments. We can promote internal communication in the hotel through various group activities, such as dining with service staff and setting up staff suggestion boxes, which are concrete ways to achieve effective internal communication. (2) Implement the post rotation system. Hotels are labor-intensive enterprises, and the repetitive work of many positions is very large, which is likely to lead to excessive fatigue or dull tendency of employees. Managers need to take job rotation to make effective adjustments. This will help to develop employees' potential working ability, break down barriers between different departments and lay a good foundation for cooperation. At present, Gong Li International Hotel in Longcheng has carried out job rotation, and the effect is very good. (3) Cultivate corporate culture. Corporate culture is the soul of an enterprise and the most important connotation and extension of corporate cohesion. The formation of hotel culture reflects the same value orientation of all hotel employees. On this basis, the hotel staff and departments will form a cooperative and United whole. A good hotel culture can enhance employees' willingness to serve customers from the heart. Consumers will not only accept this service and feel this corporate culture, but also enhance their sense of identity with hotel service quality. How to improve service quality How do customers define service quality? We should not ignore the fact that the most important producer of service quality is the customer, not ourselves; Service quality can only be explained by customer's perception. What is more noteworthy is that the quality standards of customers are quite different from ours. Therefore, in terms of technical quality requirements of services, our standards may be the priority, but in terms of overall service quality requirements, we should proceed from the quality standards of customers. The following is the "Kano Customer Perception Model" (famous management master Noriki? Dr. Kano's practice summary), as shown in figure 1: Figure 1 Customer satisfaction (1) must have: services or things that are taken for granted, such as warm reception in the store, clean tables and chairs, etc. Because customers expect them to have them, when they don't have them or are not clean, customers will notice and feel annoyed. In fact, without these, customers will be disappointed; For everything, customers still have only a neutral feeling. (2) The more comfortable, the sooner the better: if customers' needs are not well met, they will be disappointed; If you are satisfied, you will increase your satisfaction and even feel happy. For example, slow response to customers' requirements or problems will disappoint customers, fast response will make customers happy, and slow response will make them feel nothing. (3) Pleasant: refers to things or services that surprise customers in a good way. If we provide services that customers think we can't provide, it will have positive effects. Because this is beyond the expectations of customers, even if it is not, it will not have a negative impact. We can get the following enlightenment from Carnot model: First, we must make clear the priority work, that is, to provide customers with better basic or basic services first, so as not to disappoint customers, and then we can pay attention to more comfortable, faster, better and more enjoyable services. Second, we should eliminate the thinking trap that no opinion equals customer satisfaction. Many stores evaluate customer satisfaction according to the number of customer questionnaires received. If customers have no complaints, they will be satisfied. We don't think customers have any opinions, which may only mean that customers don't know other alternatives and better services, but it doesn't mean that customers are satisfied or happy with us. Thirdly, it is relatively easy for us to find things or services that we must have and are as comfortable as possible, but it is more difficult to find pleasant things or services. This is our challenge. We hope to discover and create these things or services.