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Summary: Applying service theory to hospitality operations
Review: Once every 30 years or so, a great hospitality writing rises to the surface. About 3 years ago, one such writing was Denney Rutherford's "Hotel Management & Operations - 3rd ed". And now there is William Martin's model addressing quality service in the hospitality industry.Both independent and chain operations can make practical use of Martin's 32 sets of exercises. If I were in operations, I would casually use some exercises at staff call. I would modify the question or statement as needed to suit my operation. In my current educational environment, I can make just as good use of one example, which is to make the statement: "May I bring you anything else?" Where is the beauty of using such a simple question? The key is found with the intonation or emphasis applied to the words "I", "you", "anything", or "else". I teach in an ESL-student environment, with as many as 12-15 countries represented by as many as 25 students. The course I have been teaching for 6 years is the upper-level 3-credit course in Hotel & Resort Management. Speech and "talk" becomes particulary sensitive when I use a different intonation or emphasis in my discussion delivery, when entertaining a guest speaker, or engaging in lively discussions with students. I have to make sure the words are understood, and then I have to ensure that the intonation I am using is delivery the desired message. When was the last time you "listened" to how your employees interact with guests? If you didn't "get it", then all the more reason for you to beg, borrow, or buy this book if you find it! Mario Arnaldo, Ph. D.
Instructor, Travel Industry Management
Hawaii Pacific University
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