Hotel & Motel Management - January 19, 2009 - (Page 20)

H&MM January 19, 2009 | HotelMotel.com 20 Cornell Insights BY GLENN WITHIAM “Managers should make sure scripts improve service in the eyes of the customer.” ervice scripting directs how employees should conduct services by specifying words, phrases and gestures as well as setting time deadlines and other expectations Scripts can ensure quality but must be used carefully S for the service process. Although managers may believe scripts help employees maintain quality standards, there’s not much evidence regarding how customers view the quality of scripted transactions. In a new study from Cornell University’s Center for Hospitality, a group of researchers examined the guest’s view of whether scripting helps or hurts service quality. The researchers found a mixed picture. They conﬁrmed that scripts support quality perceptions in some service transactions, but not all of them. The key is whether the “Despite the flood of negative economic news, we continue to close transactions. Our strong team of experienced professionals has an excellent reputation for advising clients. ” Teague Hunter, CHB, President E x p eri e n c e In gr i te ty R e s ul t s Since 1978, through times of prosperity or economic uncertainty, Hunter’s exclusive focus on hotel brokerage and hotel-related investment banking has delivered results for our clients. Now more than ever, successful transactions demand the market savvy and time-proven strategies developed over four decades of industry leadership. Please call us to confidentially discuss selling your hotel. CIRCLE NO. 106 service is routine or customized. The study, “Service Scripting: A Customer’s Perspective of Quality and Performance,” is available at chr.cornell.edu. Researchers showed study participants a video depicting either of two hotel transactions. One interaction was a front-desk check-in, considered a relatively routine process, and the other was a concierge interaction, which involves customized service. The videos showed one of three levels of scripting: heavy, moderate or relaxed. One of the more interesting ﬁndings was that customers could easily recognize when scripts were used, and they generally could tell the level of scripting in each interaction. TAKEAWAY Thus, the authors suggest Although scripts can take making sure away potential scripts improve for disaster, they service in can lessen the customer’s view the eyes of of quality. customers. For the routine check-in process, customers saw no difference in service quality among the three levels of scripting—thus, it makes sense for managers to use scripts in routine interactions. In contrast, the video showing a heavily scripted concierge interaction drew an evaluation of poor service, and they thought moderate or relaxed scripting meant higher quality service from this customized process. The study’s ﬁndings call into question the use of heavy scripting for customized services. Instead of specifying each phrase and gesture, managers might develop scripts as guidelines for their concierges and others who offer customized services to guests. hmm@questex.com Atlanta, GA 770-916-0300 Washington, DC 301-215-7507 www.HunterHotels.net Glenn Withiam directs publications at The Center for Hospitality Research at the Cornell University School of Hotel Administration. He can be reached at grw4@cornell.edu. http://www.HotelMotel.com http://chr.cornell.edu http://www.HunterHotels.net http://www.HunterHotels.net

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - January 19, 2009

Hotel & Motel Management - January 19, 2009 Contents Select Inn First in Vista's Buying Plans Danzinger Chosen for Round 2 at Wyndham Perspective Energy Star Update Legally Speaking Consultant's Corner Sales Clinic Travel Trends Franchise Law Family Business Cornell Insights HotelWorld Update Transactions Careful Marketing is Key for Timeshare Debt Market Slow for Most Transactions Trends & Stats Proper Mix of Uses Leads to Profitable Partnerships Card Check, Employee Retention Big Issues for CEOs Locking Systems Televisions Fitness Centers/Spas Mattresses Ad/Editorial Index Marketplace Checking Out

Hotel & Motel Management - January 19, 2009

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