Services provided by H&T organizations may also vary considerably. One hotel unit in a chain hotel, one unit in a restaurant chain, or one holiday experience of a traveler to the same destination is unlikely to be identical to another. Many factors, particularly the human element, result in variations of the service delivery process. In other words, services will be heterogeneous, and variations in service delivery from customer to customer and from time to time will always occur. It is often difficult to standardize every employee– customer interaction in the H&T business. In addition, in many H&T organizations, customers interact not only with employees but with other customers. This customer-to-customer interaction in certain service organizations, such as pubs, discos, nightclubs, and cruises, can be an important aspect of the total service delivery process. H&T organizations are also highly susceptible to external changes. One example of an external factor is the weather. Visiting an outdoor theme park can be very pleasant and entertaining on a nice day, but it can be a miserable experience if it is raining and cold.
In recent years, through the intensive use of information technology and active training of employees and design of physical facilities, attempts to improve and standardize the service delivery process have greatly increased. On the other hand, some customers expect a high level of service delivery, but this does not mean that they prefer standardized services. Therefore, H&T organizations need to achieve some degree of balance between
standardization and differentiation in meeting the demands and expectations of their customers
Services provided by H&T organizations may also vary considerably. One hotel unit in a chain hotel, one unit in a restaurant chain, or one holiday experience of a traveler to the same destination is unlikely to be identical to another. Many factors, particularly the human element, result in variations of the service delivery process. In other words, services will be heterogeneous, and variations in service delivery from customer to customer and from time to time will always occur. It is often difficult to standardize every employee– customer interaction in the H&T business. In addition, in many H&T organizations, customers interact not only with employees but with other customers. This customer-to-customer interaction in certain service organizations, such as pubs, discos, nightclubs, and cruises, can be an important aspect of the total service delivery process. H&T organizations are also highly susceptible to external changes. One example of an external factor is the weather. Visiting an outdoor theme park can be very pleasant and entertaining on a nice day, but it can be a miserable experience if it is raining and cold.
In recent years, through the intensive use of information technology and active training of employees and design of physical facilities, attempts to improve and standardize the service delivery process have greatly increased. On the other hand, some customers expect a high level of service delivery, but this does not mean that they prefer standardized services. Therefore, H&T organizations need to achieve some degree of balance between
standardization and differentiation in meeting the demands and expectations of their customers
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