Hotel software quality is the service level and the core content of hotel service quality. Good and satisfactory service can make up for the lack of hotel hardware quality to some extent. The service level of the hotel mainly includes the personal image and quality of the service personnel, the service skills and skills of the service personnel, the service efficiency and adaptability of the service personnel, the lack of hotel service items and the environmental sanitation of the hotel. These factors together constitute the quality of hotel software.
The personal image and quality of hotel service personnel directly affect the mood of customers, and then directly affect the service quality of the hotel. The personal image of service personnel includes gfd, good manners and service attitude. Whether the hotel service personnel dress neatly, make up properly, standardize the service language, behave generously and always keep smiling and enthusiastic in the service process directly affects the customer's evaluation of the hotel service quality. Different departments of the hotel have different requirements for service skills and service skills of service personnel, but the service level provided by service personnel in any department must meet the service quality standards stipulated by the hotel. The lack of hotel service items is also an important symbol of service level, which is the main factor for customers and relevant departments to evaluate hotel service level. The more services, the higher the grade and grade of the hotel.
Due to the comprehensive composition of hotel service quality, the evaluation of hotel service quality has always been a difficult problem for people. For a long time, people think it is difficult to measure the quality of products according to people's activities. After a lot of investigation and study, people found that service quality, especially software quality, is not only the subjective feeling of consumers, but also the objective existence. The basis of this view is that people as consumers have certain * * *. Subjective evaluation of products naturally contains some basic standards with * * * *. There are five basic variables that affect consumers' perceived quality. They are:
(1) Perceptibility. As far as the tangible parts of hotel products are concerned, such as various service facilities, environmental atmosphere, gfd of service personnel, etc., they are all perceptible. Service is essentially a non-material activity process, and customers usually make corresponding understanding and evaluation of service quality with the help of tangible parts of service products. For this reason, hotel operators strive for luxury in hotel buildings, service facilities and other hardware, thus giving guests a sense of beauty. However, because hotel products are mainly intangible services, if we only pursue formal beauty and ignore the organic combination of hardware and software, customers' evaluation of hotel service quality will still not be very high.
(2) Reliability. Refers to the probability that the hotel will fulfill all kinds of promises made to the guests in advance in the process of serving the guests. Reliability requires the hotel to operate in strict accordance with the service regulations, reduce the possibility of mistakes, and ensure that the consumer rights and interests of guests are not damaged. Reliability is an important criterion for evaluating hotel service quality, and hotels with outstanding business performance attach great importance to this point.
(3) reactivity. Refers to the hotel's response speed to the needs of guests, and its measurement standard is the hotel's service efficiency. Research shows that customers are very sensitive to service efficiency, especially in today's society which regards time as wealth and life. Low service efficiency has a great impact on the competitiveness of hotels, which may lead to the loss of the original tourist market.
(4) Emotional. Refers to the hotel's concern and respect for its guests. In addition to meeting basic physiological needs such as food and shelter, guests' spiritual pursuit of enjoyment and respect can not be ignored. Therefore, the friendly attitude and meticulous care of the service staff have met the needs of the guests to the maximum extent. Hotel operators have always advocated the emotional color of service, and providing personalized service has become the goal of more and more hotels.
(5) controllability. Refers to the confidence of guests in personal and property safety after staying in the hotel. It is found that customers tend to spend in a controlled environment, and if customers find themselves out of control of the service process, they will feel uncomfortable. It should be pointed out that the service quality ratio is not directly equal to the customer's subjective perceived quality, but also related to the customer's quality expectation of service products. The expected quality is influenced by personal preference, consumption experience and service price. The so-called service quality is actually the result of comparing the quality perception and quality expectation of the guests themselves:
Service quality-perceived quality-expected quality
If the perceived quality is lower than the expected quality, the guests will be dissatisfied with the service, which is called inferior service; On the contrary. When the perceived quality is higher than the expected quality, guests will be satisfied with the service, which is quality service.
Quality service measures:
Different people have different understandings of the meaning of "quality service", but one thing is the same, that is, quality service includes service content and service satisfaction beyond the routine and general. It is generally understood as "standard service+extraordinary service = excellent service", that is, excellent service has extraordinary performance on the basis of standard service. Standardized services will make customers feel dissatisfied, while extraordinary services will make their services more efficient on the basis of completing standardized services, or add some additional services that are not involved in standardized services according to specific conditions.
First, the requirements for hotel quality service.
1. Special requirements for hotel quality service
(1) Excellent service puts forward higher requirements for the quality and management of hotel employees.
Quality service is all-round, and the requirements for hotels involve all aspects. Two of them are the quality of hotel staff and hotel management, which requires hotel staff to have all kinds of qualities, enough to meet the high requirements of hotel quality service. For hotel managers, they need to have superb management skills, often come up with creative solutions, closely grasp every trend of hotel market competition, subtly grasp the latest changes in guest needs, and at the same time thoroughly implement the high requirements of quality service through powerful organizational measures and means.
(2) Quality service emphasizes the integrity of service quality.
The hotel's excellent service is a systematic concept. It can be said that the chain it constitutes is very weak, and the excellent service is even more fragile than the general service. Because when guests stay in a hotel, they have high expectations for quality service and always look at everything critically. It is easy for hotels to provide high-quality services in some matters, but the most difficult thing is that all links in the service chain cannot guarantee a high degree of quality consistency.
(3) Quality service emphasizes the high consistency of service quality before and after.
Hotels that provide quality services not only emphasize the quality of a service, but also emphasize the consistency of quality before and after different levels of service. Because for hotels famous for providing excellent service, the proportion of frequent customers and admirers accounts for a large part. They are either very familiar with the hotel's excellent service or very familiar with the hotel's excellent service image. The diffusion of quality service emphasizes the overall maintenance of hotel image, which includes two aspects, one is the diffusion of advantages, and the other is the diffusion of disadvantages. For hotels that can provide high-quality services, these two kinds of diffusion speeds are very fast, so hotels should make good use of their advantages and prevent the spread of disadvantages.
2. Must meet the psychological needs of guests for quality service.
(1) Comfortable and worry-free
When a guest enters a hotel, the first impression and requirement is comfort and carefree, which is the decisive evaluation standard to determine whether the guest feels the quality hotel service. If the impression the hotel gives the guests is narrow and depressing, even if the hotel staff perform well, it is difficult for the guests to leave a high-quality impression on the hotel service, mainly in the following aspects:
① Macro environment
A geographical location should consider both the convenience of transportation and the quiet environment of the hotel.
B. Hotel buildings should be in harmony with the surrounding building environment and have a broad vision. The appearance and image design of the hotel should be novel and unique, and the whole building should be elegant and full of artistic charm.
C. All the buildings in the hotel should leave corresponding space feelings for the guests, not cramped, narrow and sultry.
D the interior decoration of the hotel should be beautiful, novel and interesting, and the interior color of the whole hotel should be harmonious and elegant with unique taste.
② microenvironment
A Visual requirements include good lighting, spacious rooms, wide external vision, neat items, reasonable layout, clean and sanitary hardware and clear TV pictures.
B visually, it is required that the sound of audio equipment is harmonious and pleasant, and the facilities such as refrigerator, air conditioner, telephone and elevator are in good operation.
C. Taste requires that the food provided by the hotel is good in color, smell and taste, the utensils for holding food are beautiful and unique, and the dining environment is hygienic and comfortable, which can generally arouse the guests' good taste enjoyment.
③ Flowing environment
Hotel staff dress neatly and uniformly, elegant and unique, the color of clothing is in harmony with the environment, and the fabric quality is good; Speak and behave appropriately, be polite and reasonable, and show courtesy to guests everywhere.
(2) Convenient and quick
The service content, service items and service facilities of the hotel can fully consider the requirements of most guests, so that most of their requirements can be met without leaving the hotel, and these requirements can be completed quickly, punctually, efficiently and with high quality according to the instructions of the guests.
(3) Good quality and reasonable price.
Hotels should pay attention to the psychological acceptance between hotel service and price. On the one hand, we must ensure the service quality of the hotel; On the other hand, it is necessary to ensure that the service price set by the hotel is compatible with the service quality and service level provided. Only in this way, guests will feel that the hotel service is formal and the management is strict, and they will be satisfied with their consumption in the hotel and set up a good image for the hotel.
(4) Moderate concern
In the process of providing services, hotel employees will inevitably have conflicts with guests. The causes of these contradictions are either hotel employees or guests. Hotel staff should try their best to meet the requirements of the guests, with a kind attitude, polite language, gentle tone and sincere attitude, and try their best to control the adverse effects to a minimum.
(5) Safety and health
The hotel should take corresponding measures to ensure that guests' privacy and personal injury, personality, honor, self-esteem and spirit are not dampened, and life and health are not threatened, so that guests can always experience a sense of security.