Overview
This lecture covers guestology, the study of guest behavior in hospitality, exploring customer types, expectations, and the relationship between quality and customer satisfaction.
Learning Objectives
- Define guestology.
- Identify types of customers and their demands.
- Describe the value and concept of quality and its relationship to customer expectations.
Introduction to Guestology
- Guestology is the study of guests, focusing on their behaviors, needs, and expectations.
- The term was originated by Bruce Laval (Disney) and emphasizes viewing the organization from the guest’s point of view.
- The goal is to understand and satisfy guest needs and expectations.
Three Main Aspects of Guestology
- Service Product: The actual product or service offered (e.g., food in restaurants, room accommodations in hotels), which must meet quality standards.
- Service Setting: The physical environment or ambience designed to enhance guest experience (e.g., themed restaurants, Instagrammable spaces).
- Service Delivery: The manner in which services are delivered, relying on staff skills and professionalism (e.g., bartending knowledge, housekeeping techniques, cooking skills).
Benefits of Guestology
- Increases guest satisfaction by meeting or exceeding needs and preferences.
- Encourages repeat business (customers return if satisfied).
- Leads to increased revenue due to customer loyalty.
Customer Expectations
- Expectations are preconceived ideas about a product or service formed before or after use.
- Meeting expectations helps businesses stand out from competitors.
- Satisfied customers engage in word-of-mouth marketing—this can be positive or negative.
- Repeat customers are more likely if expectations are met.
Types of Customer Expectations
- Explicit Expectations: Formed from public sources like online reviews.
- Implicit Expectations: Formed from opinions of people close to the customer.
- Interpersonal Expectations: Based on personal beliefs and preferences.
- Digital Expectations: Shaped by social media and online ads.
- Dynamic Performance Expectations: Concern multiple uses or promised functions of a product/service.
Factors Affecting Customer Expectations
- Previous customer experience (personal or from others’ reviews).
- Customer interactions and engagement with staff.
- Customer feedback collected via surveys and other tools.
Exceeding Customer Expectations
- Foster a collaborative and positive work culture.
- Understand the business’s target customer and act accordingly.
- Maintain an omnichannel presence (both online and offline interactions).
- Regularly collect and value customer feedback to improve services.
Key Terms & Definitions
- Guestology — The study of guest behavior and expectations in hospitality.
- Service Product — The tangible or intangible products provided to guests.
- Service Setting — The physical environment in which service occurs.
- Service Delivery — The process and quality of delivering the service.
- Customer Expectations — Customers’ preconceived ideas and desires regarding products/services.
- Explicit Expectations — Expectations based on reviews or public feedback.
- Implicit Expectations — Expectations shaped by close contacts’ opinions.
- Interpersonal Expectations — Self-driven expectations based on personal preferences.
- Digital Expectations — Expectations formed from online or social media exposure.
- Dynamic Performance Expectations — Beliefs about the varied uses or promises of a product.
Action Items / Next Steps
- Review the definitions and types of customer expectations.
- Reflect on how service product, setting, and delivery affect guest satisfaction.
- Prepare examples of how businesses can exceed customer expectations for next class.