Explanation Of Significance Of The Service Encounter †Free Samples

Question: Discuss about the Explanation Of Significance Of The Service Encounter. Answer: Introduction Service industry has been considered to be residual and tertiary sector in the economic category. There are several classification methods that have been utilized in the service industry for providing services to each sector. Most of the service organizations use the people-oriented approach within their organization. Especially in the hospitality industry, the service quality, Service intensity, service variability matter for the good will of the organization. There are different kinds of service encounters in the entire day in the hotel and these encounters reveal the quality of service along with the intensity and variability of the service (Lugosi 2014). For this study, I will take the Regatta Hotel where I have worked in the past for two months. I was working there as a front desk intern, so I have some knowledge about the internal service channel of the hotel. In this essay, I will present the front stage and back stage operations in the form of flow charts along with explainin g the significance of the service encounter and analysis of the managerial implications. Explanation of significance of the service encounter Service Encounter, the term itself has attained various usages in the hospitality industry. Daugstad and Kirchengast (2013) broadly defines that service encounter is the dyadic communication between the provider of service and the consumers of the service. This definition also adheres to another definition of service encounter that it is the role performances between two individuals, where both the provider of the service and the customers have a specific role to play. This mostly focuses on the specific interpersonal elements of the performance of the organization. As Lin and Fu (2017) define, service encounter is the only time whole the customers interact with the specific service, provided by the organization, directly. This definition mostly includes various aspects of the service industry, especially in hospitality, where the customers can interact with the concerned personnel, and the physical competences along with other elements within a hotel. Hsiao and Chuang (2016) suggest that there have been several surveys and studies regarding the significance of the service encounters along with the dependence of the service satisfaction of the customers. This also suggests that the factor of the human interaction in the service delivery is very much necessary for determining the satisfaction or the dissatisfaction of the service. A recent study has also mentioned that, in any hospitality organization, the interaction between the customer and personnel form the hotel is considered to be a major predictor of the overall satisfaction of the customers with the organization. If a customer comes to Regatta Hotel and asks for his or her concern at the front desk, the front desk personnel should be adequately polite and should answer back with right and relevant information. This may influence the customer to stay in our hotel and avail our services. However, if the scenario is just the opposite and the personnel do not answer in correct way with all the necessary info rmation, we may lose a valuable customer. There have been several studies regarding the customer satisfaction, where researchers have indicated that the dissatisfaction or satisfaction level of the customers is always influenced by the service encounters that the hotel provides. Therefore, it can be said that the actions of the service providers directly affect the clients. Even thought this experience is mostly intangible, it also involves few tangible elements such as the flow of information, food or the manufactured products provided by the hotel (Reynolds et al. 2014). A hotel room in Regatta Hotel should affect the comfort level of the guests in a positive manner. Even though this service is mostly supported by the tangible elements, its essence is what we call the performance or the service encounters of the organization. This interaction generally takes place at the front stage operations. Depending on the kind of service that is being provided, the interaction should be intensive or high (Yang, Ryan and Zhang 2016). However, front stage and back stage operations in Regatta Hotel are always related like any other service sectors. The front stage personnel is only capable of providing service as promised to the clients if the back stage operations are moving smoothly. Analysis of managerial implications From the findings of few recent studies indicate that it is very important for the consumers to have the authentic choices within the exchange of service in the hotel. If the hotel allows the client or the guest to choose what services they want to avail, they are giving a sense of control to the consumers. However Reynolds et al. (2014) also suggest that the customers will be far more happy and satisfied with the service if they had no control here. For example, in the restaurant of the Regatta Hotel, the waiters or the patrons are allocated to different tables on the basis of their service stations, not depending on what the client prefers. However, in such situations, if the restaurants start selecting the table and the waiters, it would not be much appreciated by the customers at all; rather it would worsen their dining experience. This may affect the customer experiences in a negative way as well. The assigning of the tables are entirely management jobs, if it is done with consu lting the guests, it would affect their satisfaction level negatively (Kontogeorgopoulos 2016). Especially, if the customers start claiming few specific tables, it would create a mess in the restaurant. However, satisfaction or the dissatisfaction levels of the customers also depend on the behavior of the providers of services. Especially, it is more applicable while the mo desirable option is not available for the customers. The front desk managers should attempt offering the guests a varied range of other substitutes. The action may seem to be very simple, but it may result into either a satisfactory or a dissatisfactory experience of the guests. So, it is entirely the managers job to please the guests even if their first choice of service is unavailable for them. Yang, Ryan and Zhang (2016) suggest that if the service is consistent, impartial and knowledgeable, there should always be a strong relationship between the customers and the service providers. In the hospitality industry, it is important to have the adequate knowledge regarding he services. It may be as simple as answering a mere question of the customers, but it reflects the implications of the confidence of the custom ers on the service of the hotel (Hsiao and Chuang 2016). Along with that, impartiality also affects the overall customer satisfaction. For instance, when the customer sees a bottle of water is priced way too high than it is available in the market, it may affect the overall customer satisfaction. The customer may think of this to be unfair. However, on the other hand, showing interest or considering the customers choice of service is strongly related to the overall satisfaction of the customers. Therefore, the front stage operation managers in Regatta Hotel should ensure that their back stage operations flow in a way that reflects the customer satisfaction to a great extent. Conclusion In conclusion it can be said that the quality of service mostly reflects the smooth flow of front and back stage operations. In a hotel like Regatta Hotel, the service encounters tend to highlight the output and input of the service provider and the customer. This study has reflected both the front and back sage performance of Regatta Hotel along with its managerial implications. References Daugstad, K. and Kirchengast, C., 2013. Authenticity and the pseudo-backstage of agri-tourism.Annals of Tourism Research,43, pp.170-191. Hsiao, T.Y. and Chuang, C.M., 2016. Creating shared value through implementing green practices for star hotels.Asia Pacific Journal of Tourism Research,21(6), pp.678-696. Kontogeorgopoulos, N., 2016. Forays into the backstage: volunteer tourism and the pursuit of object authenticity. Journal of Tourism and Cultural Change, pp.1-21. Lin, C.F. and Fu, C.S., 2017. Advancing laddering and critical incident technique to reveal restaurant niches.The Service Industries Journal, pp.1-18. Lugosi, P., 2014. 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