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Guest Service in the Hospitality Industry


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Table of Contents

Preface xiii Acknowledgments xvii Section I: Introduction, History, and Basics of Guest Service 1 Chapter 1: The Basics of Guest Service 3 Introduction 4 A Science and an Art 4 Integration of Customer Service 4 Meeting Guests Expectations 4 Overview of Hospitality How It Relates to Customer Service 5 Examples of Bad Service 5 Excuses for Bad Service 6 Reasons Why Customers Do Not Complain 7 Good Service Can Make Up for Bad Food 7 Competitive Advantage of Service 9 Bad News Travels Fast 10 The Value of a Returning Customer 11 History of Service in the United States 12 Background of Service 14 Legends in Service Management 16 Case Studies 19 Chapter 2: Defining Guest Service 23 Defining Quality Guest Service 24 Aspects of Guest Service 24 Perishability of Service 25 Media Reports of Customer Service 25 Types of Service 26 Tangibles and Intangibles 27 Meeting Guests Expectations 28 Levels of Expectations 29 Order of Expectations 29 Inputs That Set Expectations 30 Scenario A: Fast-Food Restaurant 31 Scenario B: Fine-Dining Restaurant 32 Issues with Exceeding Expectations 34 Case Studies 36 Chapter 3: Problem Solving for Guest Service 39 Considering Different Points of View 40 What Do People Really Want? 40 Dealing with Guest Issues 40 How to Handle Complaints 40 G.U.E.S.T. 42 Types of Customers 44 Level I Require Least Work 44 Level II Require Moderate Work 46 Level III Require Substantial Work 47 Handling Angry Customers 49 Staff Expectations 53 Is the Guest Always Right? 53 Can You Say No? 54 It s All the Little Things 55 Watching for Red Flags 55 Miss Versus Ma am Titles 56 Remembering Names 56 Psychological Theories 57 Transactional Analysis 57 Temperaments 58 Keirsey Temperament Sorter 58 Emotional Intelligence (EI) 58 Case Studies 59 Section II: Relating Service to the Sectors of the Hospitality Industry 67 Chapter 4: The Guest Service of Food 69 Introduction: About the Service of Food 70 Positions 71 Front of House 71 Back of House 72 BOH Staff Comparison 73 FOH Service Staff 74 Wares and Settings 75 Place Settings 75 Mise en place 78 Service Styles 80 American Dinner Service 80 Service Style Overview 84 Related Points 90 Volume 90 Technology 90 Case Studies 92 Chapter 5: The Guest Service of Beverages 95 Introduction 96 Beverage Positions 96 Wares 98 Beverages and Their Service 101 Knowing Wines 101 Serving Wines 103 Knowing Cocktails 104 Cocktail-Ordering Terminology 106 Knowing Beer 107 Knowing Coffees, Teas, and Waters 108 Corkage Fee 110 Final Thought 110 Case Studies 111 Chapter 6: The Guest Service of Lodging 115 Introduction 116 Service Positions 116 Porter 116 Front Desk 117 Rates 118 Checking-In a Guest 118 Checking Out 119 Podiums/Pods 121 Dealing with Front-Desk Issues 121 Back Office 123 Concierge 123 Housekeeping 123 Case Studies 128 Chapter 7: The Guest Service of Events 131 Introduction: Special Pressure from Events 132 Pre-Event Services: Setting up the Event 132 Assess the Environment 133 Managing Touch Points 135 Predict the Outcomes 137 Plan Success 139 Monitoring the Weaknesses 142 Assessing the Quality 144 Case Studies 147 Chapter 8: The Guest Service of Travel and Tourism 151 Introduction 152 Definition of Tourism: The World 152 Step 1: Know the Product 153 Step 2: Know the Client Understanding the Guest 156 Step 3: Know Yourself The Travel Professional 158 Step 4: Blend the Goals to Best Meet the Desired Goals of All 159 Case Studies 162 Chapter 9: The Guest Service of Casinos 165 Introduction 166 Types of Casinos 166 From Criminal to Respectable 166 Complex Entities 166 Floor Positions 167 Unique Environmental Characteristics 168 Main Goal 168 High-Tech 168 Free Drinks 168 Food and Beverage 169 Rooms 169 VIPs 169 Meetings and Events 170 Atmosphere 170 Other Activities 171 Security 171 Out-of-Town Gamblers Versus Local Gamblers 171 Case Studies 174 Section III: Assessments and Planning 179 Chapter 10: Research and Tools 181 Introduction 182 Setting Up for Research 182 Why: Collect Background Information 182 What: Determine What to Measure 183 Who: Choose the Population 183 How: Chose the Method and Measurement 183 Tools and Techniques 184 Affinity Diagram 185 Benchmarking 186 Brainstorming 187 Check Sheets 188 Control Chart 189 Cost-Benefit Analysis 190 Cost of Error 191 Delphi Method 192 Fishbone Diagram 193 Flow Chart 194 Focus Group 195 Force-Field Analysis 196 Gantt Chart 197 Multi-voting 198 Pareto Chart 199 Poka-Yoke 200 Process Reengineering 201 Pros-Cons Sheet 201 Root-Cause Analysis 202 Scatter Diagram 203 Secret Shoppers 204 SERVQUAL 206 Six Sigma 207 Surveys 207 External Awards, Certifications, and Recognitions 210 J.D. Power Award 210 Malcolm Baldrige Quality Award 210 International Standards Organization (ISO) 211 Forbes Mobil Guide Ratings 211 AAA Ratings 212 Case Studies 214 Chapter 11: Strategic Planning for Service 219 Introduction to Service Strategy 220 Strategy Defined 220 Strategy is Natural 221 Importance of Strategy 221 Lack of Strategy 222 Strategy Applied to the Customer Mindset 222 Continuous Improvement 222 Analyzing Position and Market 224 SWOT Analysis 224 Identifying Your Competition 227 Integration: Implementing a Service Strategy 228 The Strategic Service System: Purpose, Product, Plan, People 229 Resource Viewpoint 233 Case Studies 234 Chapter 12: Developing a Staff 239 Introduction 240 Hiring 240 What Do Hospitality Companies Look for? 240 Communication 242 Visual 243 Body Language 243 Vocal 244 Answering the Telephone 246 Training, Managing, and Developing 247 Demonstrate Personal and Procedural Expectations 248 Integrate and Initiate into the Culture 249 Internal Customers 249 Demonstrate Service Standards 251 Monitor, Assess, Support, and Reward 253 Team Management 255 Types of Teams 256 Team Stages 258 Types of Team Members 258 How to Make Teams Work 259 Conclusion 260 Case Studies 261 Chapter 13: Marketing and Establishing an Image for Service 265 Introduction to Service Marketing 266 Marketing and Customer Service 266 Marketing Defined 266 Changes in Marketing 267 Everyone Has Customer Service 268 The Four Steps of Marketing for Quality Guest Service 268 Step 1: Analysis and Identification of Wants and Needs 268 Step 2: Establishment of a Marketing Plan 273 Step 3: Implementation of Controls to Position The 4 Ps 276 Step 4: Follow-Up Service After the Sale 281 Case Studies 282 Glossary 285 Index 293

About the Author

A Johnson and Wales University faculty member since 1999, Paul Bagdan has spent more than 20 years in the hospitality industry working in resorts, hotels and restaurants, including the Omni Sagamore.
Bagdan specializes in technology, service management and learning styles, and teaches courses in strategic management, marketing, human resources and customer service and has taught briefly in France as part of a faculty exchange. He also serves as faculty advisor to the Eta Sigma Delta National Honor Society.
In addition to being a Certified Hospitality Educator (CHE), Bagdan is both a Certified Food Safety Trainer and a Responsible Alcohol Service Trainer for the state of Rhode Island. He is a member of the RI Hospitality Association and the International Council on Hotel, Restaurant and Institutional Education (ICHRIE), serving as Treasurer for the Northeast Federation of ICHRIE.

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