Service Quality in Marriott Corporation Essay Example | Topics and Well Written Essays - 2000 words

Service Quality in Marriott Corporation - Essay Examplethe tangible and intangible aspects of the answer fiber) observed during interactions with the servicing firm (Wakefield, 2001).Tangible aspects of service quality include solely that the client rouse see, touch, hear, and smell upon the delivery of the services, thus, it basically involves physical facilities, equipment, and appearance of employees (Wakefield, 2001 Duffy & Kenchand, 1998).Meanwhile, the intangible aspects of service quality comprise the behavior by which services are delivered (Wakefield, 2001). An example of an intangible aspect of service quality is the service performance, which describes all aspects of the delivery of services that include reliability (i.e. the ability to perform the required service dependably, sinlessly, and consistently, e.g. solving clients problems, accurate billing and record keeping) responsiveness (i.e. the willingness of staff to provide prompt and attentive service according ly, it is important to move in customers feel the immediacy of the management or the service employee in responding to what the customers need to know) assurance (i.e. ensuring that clients feel vouch and safe when they provide confidential and/or personal information and winning their trust) and, empathy (i.e., the management or the service employee must see things from the vantage point of the client, e.g. being available to the client when needed, providing convenient hours, understanding special(prenominal) client needs, giving personal attention, and keeping the clients best interests at heart) (Wakefield, 2001). According to Kotler and Armstrong (1998) service intangibility path that services bathroomnot be seen, tasted, felt, heard, or smelled before they are bought. Meanwhile, service variability is the quality of services depends on whom provides them as well as when, where, and how they are provided. Lastly, service perishability constitutes the services that cannot b e stored for later sale or use. The perishability of services is not a problem when the demand is steady. However, when demand fluctuates, service firms often have severe problems (Kotler & Armstrong, 1998).Service quality tends to focus more than on the intangible aspects, and because intangible aspects dont involve any product, the quality of services is measured through the way it is being delivered by the service employee, which may either build satisfaction or disappointment on the part of the customer. Total Guest SatisfactionIn high-contact systems customers can influence the time of demand, the exact nature of the service, and the quality of service (Lovelock & Young, 1979). If consumers somehow become better customers -- that is, more knowledgeable, participative, or productive -- the quality of the service experience will likely be enhanced for the customer and the organization (Bowers, Martin & Luker, 1990). Organizations that capitalize on customers active participatio n in organizational activities can gain agonistical advantage through greater sales volume, enhanced operating efficiencies, positive word-of-mouth publicity, reduced marketing expenses, and enhanced customer loyalty (Lovelock & Young, 1979 Reichheld & Sasser, 1990). Customers who actively participate in organizational activities can directly outgrowth their personal satisfaction and perceptions of service quality (Bowers,