Okay, so good morning again to everybody. We are already on our chapter 2 of our discussion which is guestology. So now before I proceed, let's begin.
What are the learning objectives of our discussion for this morning? So at the end of this chapter, the student will be able to first define what is guestology. Second, identify the different types of customers in there.
demands and third describe the value and concept of quality and identify its relationship to customers expectations so class these are the learning objectives that you should be able to learn at the end of our discussion so now let's proceed with the discussion with the discussion of what is guestology so um if you remember during our orientation i uh said to everybody that we are going to have a recitation or a graded recitation but for those students who will answer a question during our discussion or who will raise her hand or his hand sharing information he or she will automatically exempted on our graded recitation so does anyone know what is guestology or do you have any knowledge what is guestology yes Anyone? What do you think guestology is all about, class? From its word, guestology.
Anyone? Do you have any idea? None?
Okay. So, class, when we say guestology, guestology meaning from its root word or from its word, logic, diba? It's from... the word from science meaning study so when we say guestology it is the study of guests so guestology is a term originated by bruce laval of the world's disney it means that all organizations employees must treat customers like guests and manage the organization from the guest point of view so guest behaviors within the hospitality organizations are carefully observed there once needs, capabilities, and expectations regarding the hospitality guest experience are determined. So class, when we say guestology, we are studying the behavior of our guests.
Ano ba yung mga gusto ng guests natin? Ano ba yung mga kailangan nila? What's their expectations?
What's the capabilities are they having? So in short term, what's the point of view of our guests? So that's what we call guestology.
We are studying the behavior of our guests. So there are three aspects of guestology. These are the three aspects now that we need to take in consideration in order for us to satisfy our guests' expectations.
So these are service product, service setting, and service delivery. Now, let's go through them one by one. First is the service product.
Class, when we say a service product, these are the things that the guest can feel, can see, can smell. So, ito yung mga produkto na ina-avail ng guest natin or ng customers natin. These are the products that we are selling to our guests.
That's why tinatawag natin siyang the show. Because this is a thing where we can sell to them or they can experience it. Products, all of the products that we are offering to our guests, whether is it a tangible product or an intangible product.
Can anyone give me an example of a product where you can find in a restaurant? Anyone? Anyone who wants to answer class or who wants to share what products can you find or can you found?
Sa mga restaurants? Pagkain po, ma'am. Name? Is it Paul?
Paul. Okay, food. Paul, can you please take down note all your classmates who will answer my questions because they're automatically exempted on my recitation including your name. Thank you. So when we say service product, food.
So in a restaurant, there's a food or there's a drinks that we are selling. part of a service product now when we are selling a food to our guests or to our customers we have to make sure that those products are in good quality for example for a food kailangan meron siyang superb taste or masarap yung lasa nya or it can fit to the expectations of our guests for example you advertise your product that it is effective or in just seven days it can whiten your skin so dapat you are making sure that the claims of your product are true in order for you to satisfy or to exceed the expectations of your guests that's what we call a service product another example what product can we offer to our guests in a hotel lodging mom okay correct call lodging or accommodation such as rooms so room accommodations are part of our product When you are working in a hotel, especially when you are a housekeeper, you have to make sure that the rooms are clean and well sanitized. You have to make sure that there's a presence of a minibar. Or kaya the faucet, the shower, the aircon, the television, and other machineries and equipment present in the room accommodations are all working. Because yun yung sinasell natin sa mga guests natin.
Those are the products that we are selling to our guests. Okay? So that's what we call service product.
Next class is what we call service setting. When we say service setting class, it is a physical environment that is vital to the success of the show or of the business. When we say service setting class, ito yung ambience.
or environment of a place wherein we put decorations we create theme in order for us to add value and substance to our services for example nowadays there's a lot of restaurant in many places that are very instagrammable they put decorations they put designs they make the ambiance of their restaurant beautiful in order for them to give value and to give quality service to their guests in terms of their decorations that's what we call service setting we give um efforts on the vicinity of our establishment for us to attract customers okay may restaurant naglalagay ng theme naglalagay ng decoration or meron sila mga peg na ginagaya nila makaka-attract or makakakuha ng attention ng kanila mga target customers. For example, my experience was when I went to Lokban, Quezon, we went to a certain restaurant called Kamayan sa Pala-Isdaan. Now, sa Kamayan sa Pala-Isdaan, dun sa Lokban, Quezon, there is a restaurant na nasa loob ng aeroplano.
Okay? Their restaurant is inside the airplane. Now, the looks, the ambience of the restaurant is...
very airplane. Yung upuan, yung smell, yung aroma ng location ng restaurant is para ka talagang nasa loob ng aeroplano. The servers, the chefs are uniform in cabin crew uniform, in pilot uniform para mas mapin ng guest na nasa aeroplano siya. Kasi yun yung gustong iparating or ipahatid na message no restaurant that their service setting that their service decoration is under an airplane setting okay can anyone another can anyone give me another example of a service setting class anyone have you been to any coffee shop restaurants that have theme or decorations none Okay, so you don't want to be exempted from the virtual recitation? You want to have it face-to-face?
Okay. 727, ma'am. Okay.
What's 727, Carl? What's that? What's the American Diner?
That's also the team's name. Okay, the American Diner. Yeah, I remember.
Vikings, ma'am. Okay, correct. So, Vikings is also part of a service setting. Who said Vikings?
Me, ma'am. I need to remember your name. Paul, you're okay. You're exempted.
So, Carl mentioned, what's this? You don't have a raise and button class? Or do you? Wala po.
Okay, wala. Sige. So, okay, yung iba meron, yung iba wala. Okay, Carl mentioned that yung American Diner, as he can see dito sa picture. So, correct, there's a lot of restaurants theming this kind.
When you go to Makati, especially sa May Arnais Avenue class, meron ganitong restaurant type, ang pangalan niya naman ay The Bar. So, The Bar lang yung pangalan niya. Para siyang... Paddy's Point, Peg, but the restaurant is fine dining.
So the theme is like this. So that's what we call service setting. We put decorations. We transform the ambiance of our environment, the physical environment in order for us to attract our guests.
There's a restaurant in Tomas Morato or in Quezon City wherein it's like a BTS restaurant. The pictures of the army or the BTS are there. Tapos yung mga paraphernalia, yung mga materials, nandun din siya So that's what we call service setting Next class, the most crucial part is the service delivery So a few semesters from now, you are already in a fourth year of your hospitality management course If you will pass my subject, then you will move on to the second semester Wala kayong maiiwan But if you will not pass this subject, uulitin niyo siya but or those na wala ng laking subject, now, your goal as a hospitality professional in the near future, yung services nyo ay i-offer nyo sa mga guests nyo. If you work in a housekeeping, if you work in a front desk, if you work in a cruise line, in a restaurant, in an airline, so you give your services. That's part of service delivery.
as a hospitality professional will deliver that service to your guests and how are you going to make sure that you are delivering a good quality service to your guests so for example you are a bartender what do you think are the skills does the bartender should have in order for him or her to deliver their service excellently anyone before you answer state your name first so paul can write it down anyone class what skills does the best does the bartender must have i think so if you become a bartender what's your skill anyone You need to be good at communicating with your customer. Correct. How about in terms of liquor?
You need to know the types of liquor so that you can tell your customer what kind of liquor you are going to use. Okay, very good. So, correct, when you are a bartender, you have to have an excellent communication skill. killed because because there are there's uh there's a time wherein your customers will ask you already what kind of liquor is this? Can I mix this liquor to this liquor?
Can you do this mixing? So you have to have a knowledge about liquors. Second, you need to have a knowledge on how to mix liquors or liquids. Hindi pwedeng kung ano lang yung gusto mong ipaghalo ay you have to mix it first because there might be a chemical reaction.
You have to have a knowledge wherein ano yung mga licors na pwedeng paghaluin sa mga licors na hindi pwedeng ihalo? Okay? That's your skills when you become or when you want to become a bartender.
Okay? Second, when you become a housekeeper, what skills do you need in order for you to become an effective housekeeper class in a hotel? Anyone?
Who raised his hand or her hand? Class, skills of a housekeeper. Did you have any idea? Okay. When you become a housekeeper class, it's very simple.
You have to know how to be... or how to do the bed making. When we say bed making, paano magtigklop ng tamang bed sheets sa room? How to clean the room?
What are the steps? What are the process? How are you going to use the different materials, the different tools and equipments?
So those are the skills that you need to accomplish or you need to embody when you become a housekeeper. How about when you become a cook or a chef in a restaurant? class that's very given lord john cooking skills okay so you you have to have a cooking skills how to cut this um things or how to cut um in uh dice in a botany in whatever uh cuts uh needed hollandaise whatever kind of sauces that you need to do so that's Service delivery class. You, as a hospitality professional, you have to embody those kinds of qualifications in order for you to give quality service to your guests. That's why service delivery is very important.
Kasi for example, bartender ka tas hindi ka naman marunong mag-mix ng liquor. So how are you going to deliver your service well? Kung mali-mali naman yung paghahalo mo ng mga alak.
Kung housekeeper ka, hindi ka marunong mag-tiklop ng kama, ng proper way of folding. So how are you going to deliver your service well? Your guest will become disappointed kasi you're not trained enough to do that kind of responsibilities.
Okay? Next, benefits of guestology. Bakit ba natin kailangang pag-aralan ang behavior or ang preferences ng ating mga customers?
Okay? Ang first is increases guest satisfaction. when we say increases got guest satisfaction if we satisfy the needs and wants of our guests or if we know the preferences or the behavior of our guests we can satisfy them for example see irish irish is my client and i am the front desk agent based on the record of irish gusto ni Irish laging mabilis mag-respond.
Or laging... mabilis sumagot ang front desk agent. So ako bilang front desk agent, every time that Irish will call, I need to respond to her quickly. Kasi yun yung kagustuhan niya.
Yun yung preference niya. Now, if I satisfy her needs to respond quickly to all of her concerns, ibig sabihin masasatisfy siya. Okay?
That's what we call increases guest satisfaction. Next, repeat business. Can anyone explain to me what do we mean by repeat business?
By studying the guest behavior class. How about repeat business? What do you mean by that?
If we satisfy our guest, paano siya magka-come up sa repeat business? Lovely. Para pong ano, kanyari po sa isang business, kung nagustuhan niya po yung isang product, babalik-balikan niya po yung product na yun or yung isang business na yun.
Okay, very good. So that is correct. Repeat business is equals to return guest.
If the guest becomes satisfied on the products or the services that he or she availed, he will return or she will return. For example, nagbuka sa isang hotel, you experience that the hotel... employees are welcoming mababait yung mga empleyado and magagaling magservisyo and then since maganda yung experience mo dun uulit ka magbubuk ka ulit or for example you bought or you buy a product sa Shopee tsaka sa Lazada then yung binili mong product ay nasatisfy ka or yung na-reach yung satisfaction mo, itiksabihin maganda yung quality Now, since maganda yung quality, bibili ka ulit, babalik ka ulit.
That's what we call repeat business. Returned guests because they are satisfied on your service. However, if the guests will not satisfy or will not be satisfied on your products and services, they will no longer return.
That's why studying our guest behavior is important. Next! increased revenue, syempre kapag maraming bumabalik na customers, maraming bumabalik na guests, tataas yung benta.
Dadami yung benta. Lalakas yung business. By doing that, tataas yung revenue.
So these are the benefits of guestology. Next, customer expectations. Class, when we say customer expectations, these are the collection of the thoughts, desires, and anticipations of our customers before and after buying a product. Ito yung mga nasa isip na nila. Yung mga kagustuhan nila.
Yung mga preconceived notions nila na iniisip nila bago pa man sila bumili. or after nila bumili ng product. Parang kayo class, you are my student, I am your instructor.
Now, before the start of the class, I introduced myself that I am your instructor on this subject. We created a GC. We never met. Hindi pa tayo nagkikita personally even if now online pala.
Now, bago nyo ako makasalumuha ng ganito. Meron na kayong preconceived notion sa isip nyo na. Ano kaya yung instructor natin? Ano kaya si Ma'am Abby? Is she a terror?
Magaling ba siya magturo? Or hindi siya magaling magturo? Makakasundo ba natin siya?
Nambabagsak ba siya? Mahirap ba siyang magturo? Mahirap ba siyang magpa-exam? That's your expectation to me. Even if you don't meet...
me or even if wala pa tayong interaction, meron na kayong expectation sa akin. Same as you, as your instructor, I have expectations on you, my students. I expect everybody to attend my class, to answer my questions, to react on the messages that I am posting on the chat box, to submit your activities in order for me to give you your grades.
That's what we call customer expectations. That's the desires or the anticipation in our mind na iniisip natin bago pa lamang natin ma-encounter yung isang bagay or after we encounter a certain transaction. Now, bakit kailangan natin ma-meet yung expectation ng customer natin?
Tayo as a hospitality professional, Why do we need to meet their expectation? First class is standing out from competitors. How meeting customer expectations allow us to be stand out from our competitors?
Anyone class? John? Ma'am, because when the customer meets the expectation, If the guest is selected by the establishment, you will be one of them. Of course, it's a competition. If you meet the expectation of the guest, you will be the one to go.
Okay, very good. So, correct. John is right in saying that there's already a competition between two companies competing to each other. So, if two of you are competing with one customer, that's already competitors. For example, Hotel A...
versus hotel B. Hotel A has a price of 1000 pesos per night with free breakfast. Hotel B has a price of 1000 pesos per night but no free breakfast.
So of course, Hotel A will stand out. Why? Because this hotel already exceeded the customer expectation. Because they have additional, free-vish, free breakfast.
And for us, customers, Of course, we will choose where we can get cheaper and more freebies. That's what we call standing out from our competitors. We add value, we add additional freebies in order for us to customer satisfaction, in order for us to meet our customer expectation.
So that is correct. Next is word-of-mouth marketing. What do we mean by word-of-mouth marketing class when we meet customer expectations?
Anyone? I'll stop. Name, may I call your name? Your name? Lovely po.
Okay, lovely. What is word of mouth marketing? Para pong sales talk yung word of mouth marketing.
Okay, correct. So, sales talking or referrals. When we say word of mouth marketing, yung client na mismo natin or yung guest na mismo natin, yung magpo-promote ng business natin.
Why? Because we give them exceptional service. That's why... na exceed natin yung customer satisfaction nila.
By doing that class, sila mismo, magkakaroon sila ng kusa na i-promote tayo, na i-sales stock tayo sa iba. For example, si Paul, meron siyang coffee shop. And yung coffee shop ni Paul is mura lang, pero masarap and maganda yung quality ng coffee na inooffer niya.
Now, the guest or the customer of Paul becomes satisfied on the quality of coffee. products that Paul offering. Ang patasok doon ay word of mouth marketing kasi pwede nila yung i-refer sa friends nila, uy doon kayo pumunta sa coffee shop ni Paul, sobrang sarap ng kape.
Uy friend, try nyo yung restaurant ni Paul, nakatry ang mura doon, ang good quality pa yung service nila. That's what we call word of mouth marketing. Kapag nasatisfy natin yung expectation ng guest natin.
sila na mismo yung magpopromote ng business natin. However, always remember, class, there are two types of word of mouth marketing. The negative one and the positive one. Positive one, if maganda yung experience nila, they will promote you. Okay?
They will refer you. They will sales talk you to their other friends, relatives, and whoever. But the other one is the negative one, or the negative mouth marketing. Ito yung mga guest. or mga customers na naka-encounter ng negative experience for example yung kay justin for example merong samgyupsal business si justin now yung samgyupsal business si justin ang presyo ay 499 for two hours pero walang cheese now that's already a negative experience to guess what the customers will do are sila sa social media.
Don't eat to this samgyupsal. Not worth the money. Or, uy, wag kayo dyan, ipatay din sa iba. Pangit yung service nila. That's what we call negative mouth marketing.
And lastly, repeat customers. When you satisfy them, when they have quality service, when you exceed their expectations, babalik at babalik sila sa business. Next type.
of customer expectations, akala natin our expectations are all the same. However, there are different types of expectations based on the factors that affects to it. First one, explicit expectations.
When we say explicit expectations, these are expectations that we gain from reviews. Customer feedback. Mga nakita natin sa random reviews ng mga tapo. mga nakita natin sa review sa Shopee, sa Lazada, and whatever platforms we may have. Next, implicit expectations.
When we say implicit expectations, these are expectations that we get from people that we are close together. Mga taong malapit sa atin na hinihinga natin ng suggestions, ng opinions, ng feedbacks based on their previous experience don't be confused between explicit and implicit like explicit random people but implicit known person to you or kakilala mo next is interpersonal expectations when you say interpersonal expectation class these are expectations that comes within from yourself Dahil siya yung gusto mo, siya yung trip mo, yun yung gagawin mo. Kahit makakita ka pa ng negative reviews, kahit makakita ka pa ng positive reviews, you will follow your own expectations. Okay?
Kasi your thinking is, iba naman ako, iba naman sila eh. Baka sa kanila ganyan yung experience, pero sa akin iba. Okay? Next, digital expectations. When we say digital expectations, these are expectations.
that you can see on your social media platforms. For example, to your TikTok, to your Twitter, to your Facebook, to your Instagram, the ones that pop up as sponsored ads. Okay?
So digital expectations, you can see there the... um that's why you have an urge to buy that product because you have an expectation that products are being promoted online or in demand and lastly dynamic performance expectations when we say dynamic performance expectation different usage or functions for example in malls there are demo of kawali of foams that easily can absorb water so our preconceived notion or expectation is when we buy we will get the same functions we will get the same usage okay so these are the types of customer expectation may i call on justine can you hear me Justine are you there? Are you there Justine? Or are you there and you do not want to answer me? Nan, okay.
May I call on Kenneth? You don't want to open your microphone? Okay. Most of you class, you don't want to participate in our class discussion. A few persons lang yung nagpa-participate.
So I don't think we will be having an active participation if you don't want to open your microphones. Okay. So how about Kiana Ramos? Yes, umang.
Okay. Kiana, my question to you is, what type of... What customer expectations do you have based on the types that we discussed? Ma'am, digital expectation.
Why? Because ma'am, if there are new products that are opening, it's the first thing that you see on social media. Okay, very good.
So, correct. So, Kiana has a digital expectation because her preconceived notion is Every time that there are new gadgets or new products that are trending, we can see it on our social media. That's why her expectation is that if she wants to buy a new product, she always browse on digital media.
So these are the types of customer expectations in different customers. And next, what are the factors affecting customer expectations? Bakit nga ba nakaka-apekto or bakit nga ba nag-iiba-iba ang expectation ng guest natin or ng customer natin?
Una, class, previous customer experience. Why do you think previous customer experience affects our customer expectations? Anyone?
Drew. Ma'am, for example, in Shopee, since the previous customer experience is that the review is good in the shop that he ordered. So if you are the one who is ordering and looking for the same product, it seems like you will be more motivated to order there because the review is good in the shop. Okay, correct.
So previous customer experience is you based your experience. to the other customer experiences. If you see that their reviews, their feedbacks are negative, and then you will no longer buy it. Another example of previous customer experience is ikaw mismo yung naka-experience.
For example, you book in a certain hotel, and that certain hotel gives you a quality service. Then, that's the reason where you can go back. You can go back because your experience is positive.
Your expectations are set that you will return to this hotel because my experience is good. But if your experience is negative like you will just enter the hotel door because all the front desk agents are up, I don't think you will go back. Because it means your expectations to that establishment are negative.
That's what we call previous customer experience next is customer interactions and customer engagement so what do we mean by This one, in terms of affecting the customer expectations, class. Kapag daw ang hospitality professionals ay nakikisalamuha or nakikipag-interact sa customer, paano nakaka-apekto yun sa expectations nila? Anyone, class? Other than Lord?
Other hands, class, don't hesitate to answer sa wala namang tama at malihing sagot. Okay? So I just want to hear your opinion, your recommendations, yung point of view nyo.
So anything that you will share is okay. Anyone, any others, I want to hear the voice of others, class. Ikaw, kung magiging hospitality professionals ka, and when you interact to your guests and to your customer, so paano siya nakaka-apekto sa expectation ng guest mo? Any other hand?
You don't want to be exempted on the graded recitation? You have you need uh you want to have a face-to-face recitation? Okay anyone?
Sige Lord, what's your point of view on this? Ano po ma'am? Kasi pag yung isang employee po is nakikipag-interact po siya sa costumet, mas tumataas po yung expectation o mas namimit po.
or the expectation of the customer. Okay, very good. So when you are interacting or collaborating with your customers, when you are showing them pleasing personality, positive attitude, welcoming ambience, you are smiling, you give them a welcoming environment, your customers will feel that they are welcome.
You are accommodating them. If all of your actions are positive, ang reply sa inyo ng customers nyo are positive then but kung rude kayo sa guest nyo kung masungit kayo hindi nyo sila ina-assist um iniignore nyo sila and then that's the time that your customer expectations will decrease okay so hindi nyo siya mamimit kasi nga your actions are negative that's why their responses are negative as well okay next customer feedback so How customer feedback affects customer expectations class? Anyone?
Rafael? Ma'am, if the feedback of the customer is bad, it will affect the business. But if it's good, like what you said, if it's just the beginning, the customers will be welcomed. employment to suggest but you can look at the pool you feedback I am as that as for you expect expectation among my guess business okay perfect okay that is correct when we say customer feedback class this feedback gives a sign to the guests if they will avail or they will not avail the products and services it is a go signal for them whether they will assess If the quality of services and products that you are offering are good or bad.
That's what we call customer feedback. Any other point of view about customer feedback class? Aside from what Rafael said earlier, which is correct, another point of view about customer feedback, how customer feedback affects customer expectations class.
Or my question, eh sige, I'll revise my question. What ways can you get your customer feedback? Paano nyo makukuha yung feedback ng customer nyo? Anyone? When you are doing a research or a thesis, what are the things that you do in order for you to gather information?
Irish. Yes, Irish. Through survey po, ma'am. Okay, through survey, whether pen and paper or Google Forms or whatever survey platforms will you use. Okay, so these are the factors affecting customer expectations.
Okay, so my question is, if you will be given a chance, what factors or what deciding factors for you? In order for you to your expectation as a customer for example is customer what are the factors that will decide for you that can change or dictate your expectations anyone class another hands another hands you just choose to the three another hands class Nan? May I call on Lawrence? Can you hear me Lawrence?
Lawrence are you there? Okay, I think he doesn't want to answer. Anyone class, aside from the others who already have a recitation, you just choose the three.
If you will be the customer, what is your deciding factor? Where do you base your decision? Justine I would say, my previous customer experience Because I have experienced the services that other customers have provided to me So, that's it. Okay, very good.
Correct. So, Justin's factors of customer expectation is previous customer experience. Because he wants to have other experience before he avails the products and services.
Okay? So, these are the factors in terms of customer's expectations. And lastly, how to exceed customer expectations? How can we exceed them? yung mga expectations ng guests natin.
So, una, class, we have to incorporate a winning culture. When we say incorporating a winning culture, kailangan sa negosyo natin or sa organization natin, tayo mga empleyado ay collaborating or interacting with each other. Kailangan ay we are interconnected on each other para mas matulungan natin yung mga guests natin. Next! We have to understand the target persona of our business.
You have to know what are the goals of your business. Your business goals are to reach the guests that your business is a welcoming hotel. The employees here are kind.
The employees here are accommodating. Or what you want to reach your target market or your customers is that people in this hotel are very intimidating. So if that's the case, you have to... justify or verify what actions you need to take.
Next, you have to ensure the presence of omni-channel. When we say omni-channel, you're present in social media accounts and offline. If someone walks in from the hotel, will they be accommodated? Will they answer the phone?
Will they have a meeting with the guests? Will they have a conversation? If it's online, will all the online social media pages have accounts? May mga sumasagot ba sa messenger?
May mga sumasagot ba sa comment section? May mga sumasagot ba sa reviews? That's what we call omnichannel experience.
The presence of your organization online and offline. And lastly class, you always collect customer feedback. Always remember class. that customer feedback is important to company success. Kasi kapag nakikita ng guest natin na binavalyo natin yung kanilang recommendations and suggestions, ibig sabihin, naiisip nila na pinahahalagahan natin sila bilang customer natin.
Okay? Kayo bilang student, di ba meron kayong student evaluation for your teachers or for your instructor. Yung iba nga, there's our...
that's the time para bumawi sa instructor ko kasi pinahihirapan niya ako. But class, always remember that when you are giving feedback, you have to be objective. Hindi porket may grudge ka in a certain people, i-disregard mo na lahat ng positive aspect na nagawa niya. When you are giving customer feedback, dapat you are objective.
And for the improvement of the company, not for the sake na kailangan mong pabagsakin sila. Okay? So these are the steps or these are the actions that you need to take in consideration in order for you to exceed your customer expectations.
Okay? So that's the end of our discussion. So, um...