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Experience EuroCHRIE 2015 Conference
15-17 October 2015
Manchester, UK
The Lowry Hotel, Manchester
1
Service Experience Dimensions in
Asian Hospitality: A Case Study of
Hotels in Thailand and Hong Kong
Manisa Piuchan
Loretta Pang
School of Hotel and Tourism Management
The Hong Kong Polytechnic University
Hong Kong SAR
2
Today’s Agenda
1.Introduction
2.The study
3.Results
4.Conclusion
3
Introduction
• Asian hospitality operators have been recognised
globally due to their service quality with local
value-added into service offering and physical
appearance (Hobson, 1994, Roll, 2010, Wattanacharoensil et al., 2014)
• The Peninsula and Mandarin Oriental – the
award of the world’s best hotel (Travel and Leisure Magazine,
2013)
• Japan and Thailand being ranked in the world’s
best service (The New York Times, 2011)
4
Aim of this study
• To identify the characteristics of Asian
hospitality
• Eight service experience dimensions to provide a
framework for identifying service experience in Asia
• Adopted Winsted’ study (1997)
5
6
Service Experience Dimensions
in Asian Hospitality
Authenticity Caring
Control Courtesy
Formality Friendliness
Personalisation Promptness
(Adopted from Winsted, 1997)
Asian Hospitality
• is derived from Asian culture in service
offering and people involvement (Ueltschy et al.,
2009)
• Traditional cultures in Asia impact hotel
operation in this region (Hobson, 1994)
• The concept is difficult to demonstrate
because of vast diversity of culture and belief
(Hobson, 1994)
• Implementing ‘Culture’ to represent the
brands and service orientation
7
Asian Culture
• Asian culture is related to social behavior
• Concept of face-saving
• Beliefs/religions
• Power distance
• Behavior of conflict avoidance
• Low level of risk taking
• Importance of relationship building
• Etc.
• Those foundations of Asian beliefs are the major
control of thoughts and behavior
8
The Study
• Observations
– to identify the indicators of service experience in
Asian Hospitality by observing the interaction
between guest and service providers
• Unstructured interviews
– to gain more in-depth opinions from service
providers
• Conducted onsite during seven-day workshops
in Hong Kong and Bangkok
9
10
Observations
• To observe the behavioral indicators of service
experience based on those 8 dimensions
• ‘Real life’ environment can reflect ‘real life’
behavior
11
Interviews
• 8 interviews
– 5 staff from managerial level
(Tourism Authority of Thailand, Dusit International,
Mandarin Oriental Bangkok and Hotel ICON)
- 3 frontline employees from different departments
• Interviews involved employees’ service attitudes
and characteristics of Asian hospitality from
their points of views and their experiences.
12
Secondary Data
• To explore other additional data from
customers’ viewpoints
• Customers’ comments on Tripadvisor.com
13
Results
14
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
1 Authenticity Being agreeable
Clichés
Fake smile
Honesty
Facial expressions
Language signals
Being nervous
Offering opinions
Being phony/fake
Personal experience
Body language
Touching
Sincere facial
expression
Smile
Caring
Courtesy
Touching
moment/ surprise
Tone of voice
Greeting to
demonstrate local
culture
Ancient physical
decoration
Gentleness
Feeling classy (as a
royalty)
Special gesture
15
16
Guest- MO
“…what really made the stay for us was that
we were treated as if we were royalty…”
17
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
2 Caring Asking if satisfied
Being indifferent
Interruptions
Problem
resolution
Problem
resolution
Attention to
details
Advising if help
is needed
Providing choices
and varieties
Treating like
family members
As home away
from home
Warm welcome
18
Guest- Hotel ICON
“…it is the attention to details to the customer
that sets this hotel apart. For example, I had a
couple of bottles of my favorite Chinese ice tea
in the fridge in the room. They noticed and put
two more in. This was extra special because
they aren’t available everywhere…”
19
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
3 Customer
Control
Asking for
permission
Being competent
Conversation lead
Being insecure
Interruption
Being
knowledgeable
Being obedient
Order customer
Asking for
permission
Keeping
privacy
Customising the
individuals’ needs
Providing
assistance in
every demand
20
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
4 Courtesy Asking name
Complaints
Glare
Bringing
comfortable
feelings
Patronising
Using
“Please/Thank
you”
Quick greetings
Asking name
Bringing
comfortable
feelings
Using
“Please/Thank
you”
Smile with Wai
(Greeting)
21
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
5 Formality Casual dress
Neat grooming
Formality
Foul language
Addressing last name
No humour
Straight posture
Proper language
Slang language
Being sloppy
Being stiff
Uniform
Modern national
costume as uniform
Respect
Professionalism
22
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
6 Friendliness Clear language
Enthusiasm
Being intelligent
Being personable
Being pleasant
Smile
Tone of voice
Proper use of
the language
23
A Front Officer- DT
“…smile is the traditional way when Thais
start making friends with a stranger…”
24
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional Indicators in
Asian Hospitality
(Thailand & Hong Kong)
7 Personalisation Knowing previous
history
Remembering
customers
Treating as number
Remembering
customers
(by calling their
names/surnames)
Recognising the
guests (previous
visits or personal
stories)
Customising the
individuals’ needs
Personalisation
25
Pisit – Director of Sales of MO
“if guests would like to find the
restaurants, we do not just give
them a list. we will look at the
guest’s profile what type of
restaurant they have a meal
previously, and find another
different one”
26
Service Experience
Dimensions
(a)
Winsted’s Study
(U.S. & Japan)
(b)
Found in Both
Studies
(c)
Additional
Indicators in Asian
Hospitality
(Thailand & Hong
Kong)
8 Promptness Anticipating
customers’ needs
Incomplete service
Delayed information
Slow movement
Quick movement
Quick attention
Serving other first
Standing around
Anticipating
customers’
needs
Quick
attention
Standing
around to help
27
Observation:
During the hotel tour, the spa
rooms were being occupied, the
service staff immediately showed
us the details with photos and
explanations.
Pisit – Director of Sales of MO
“There is not only one answer, we
always provide more choices and
options”
Promptness
Conclusion:
Asian hospitality nowadays
• People
• Express more sense of “touch” and “feeling”
• Not only physical products but also care about how
they experience which can generate more revenues
• Offering unique features become the well-known
symbol of Asian hospitality
28
• Asian hospitality can be perceived in particular
elements
• The culture each service provider belong to
always affects the service performance and
the way to treat other customers
• Because of Asian human essence, notion of
life , traditions, the establishment of Asian
hospitality is formed as every single moment
has been shaped by the cultural reason
behind those practices.
29
References
Barnes, J. G. (1995, May). The quality and depth of customer relationships. In Proceedings
of the 24th EMAC Conference (pp. 1393-1402). Cergy Pontoise: European Marketing
Academy.
Kasper, H., Van Helsdingen, P., & De Vries, W. (1999). Services marketing management: an
international perspective. Chichester.
Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: a replication
in a Southeast Asian context. Journal of Services Marketing, 15(6), 425-443.
Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client
relationships in context. The Journal of Marketing, 38-56.
Price, L. L., Arnould, E. J., & Tierney, P. (1995). Going to extremes: managing service
encounters and assessing provider performance. The Journal of Marketing, 83-97.
Runglertkrengkrai, S., & Engkaninan, S. (1987). The pattern of managerial behaviour in
Thai culture. Asia Pacific journal of management, 5(1), 8-15.
Winsted, K. F. (1997). The service experience in two cultures: a behavioral perspective.
Journal of Retailing, 73(3), 337-360.
30
Thank You
31

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Service Experience Dimensions in Asian Hospitality: A Case Study of Hotels in Thailand and Hong Kong

  • 1. Experience EuroCHRIE 2015 Conference 15-17 October 2015 Manchester, UK The Lowry Hotel, Manchester 1
  • 2. Service Experience Dimensions in Asian Hospitality: A Case Study of Hotels in Thailand and Hong Kong Manisa Piuchan Loretta Pang School of Hotel and Tourism Management The Hong Kong Polytechnic University Hong Kong SAR 2
  • 4. Introduction • Asian hospitality operators have been recognised globally due to their service quality with local value-added into service offering and physical appearance (Hobson, 1994, Roll, 2010, Wattanacharoensil et al., 2014) • The Peninsula and Mandarin Oriental – the award of the world’s best hotel (Travel and Leisure Magazine, 2013) • Japan and Thailand being ranked in the world’s best service (The New York Times, 2011) 4
  • 5. Aim of this study • To identify the characteristics of Asian hospitality • Eight service experience dimensions to provide a framework for identifying service experience in Asia • Adopted Winsted’ study (1997) 5
  • 6. 6 Service Experience Dimensions in Asian Hospitality Authenticity Caring Control Courtesy Formality Friendliness Personalisation Promptness (Adopted from Winsted, 1997)
  • 7. Asian Hospitality • is derived from Asian culture in service offering and people involvement (Ueltschy et al., 2009) • Traditional cultures in Asia impact hotel operation in this region (Hobson, 1994) • The concept is difficult to demonstrate because of vast diversity of culture and belief (Hobson, 1994) • Implementing ‘Culture’ to represent the brands and service orientation 7
  • 8. Asian Culture • Asian culture is related to social behavior • Concept of face-saving • Beliefs/religions • Power distance • Behavior of conflict avoidance • Low level of risk taking • Importance of relationship building • Etc. • Those foundations of Asian beliefs are the major control of thoughts and behavior 8
  • 9. The Study • Observations – to identify the indicators of service experience in Asian Hospitality by observing the interaction between guest and service providers • Unstructured interviews – to gain more in-depth opinions from service providers • Conducted onsite during seven-day workshops in Hong Kong and Bangkok 9
  • 10. 10
  • 11. Observations • To observe the behavioral indicators of service experience based on those 8 dimensions • ‘Real life’ environment can reflect ‘real life’ behavior 11
  • 12. Interviews • 8 interviews – 5 staff from managerial level (Tourism Authority of Thailand, Dusit International, Mandarin Oriental Bangkok and Hotel ICON) - 3 frontline employees from different departments • Interviews involved employees’ service attitudes and characteristics of Asian hospitality from their points of views and their experiences. 12
  • 13. Secondary Data • To explore other additional data from customers’ viewpoints • Customers’ comments on Tripadvisor.com 13
  • 15. Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 1 Authenticity Being agreeable Clichés Fake smile Honesty Facial expressions Language signals Being nervous Offering opinions Being phony/fake Personal experience Body language Touching Sincere facial expression Smile Caring Courtesy Touching moment/ surprise Tone of voice Greeting to demonstrate local culture Ancient physical decoration Gentleness Feeling classy (as a royalty) Special gesture 15
  • 16. 16 Guest- MO “…what really made the stay for us was that we were treated as if we were royalty…”
  • 17. 17 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 2 Caring Asking if satisfied Being indifferent Interruptions Problem resolution Problem resolution Attention to details Advising if help is needed Providing choices and varieties Treating like family members As home away from home Warm welcome
  • 18. 18 Guest- Hotel ICON “…it is the attention to details to the customer that sets this hotel apart. For example, I had a couple of bottles of my favorite Chinese ice tea in the fridge in the room. They noticed and put two more in. This was extra special because they aren’t available everywhere…”
  • 19. 19 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 3 Customer Control Asking for permission Being competent Conversation lead Being insecure Interruption Being knowledgeable Being obedient Order customer Asking for permission Keeping privacy Customising the individuals’ needs Providing assistance in every demand
  • 20. 20 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 4 Courtesy Asking name Complaints Glare Bringing comfortable feelings Patronising Using “Please/Thank you” Quick greetings Asking name Bringing comfortable feelings Using “Please/Thank you” Smile with Wai (Greeting)
  • 21. 21 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 5 Formality Casual dress Neat grooming Formality Foul language Addressing last name No humour Straight posture Proper language Slang language Being sloppy Being stiff Uniform Modern national costume as uniform Respect Professionalism
  • 22. 22 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 6 Friendliness Clear language Enthusiasm Being intelligent Being personable Being pleasant Smile Tone of voice Proper use of the language
  • 23. 23 A Front Officer- DT “…smile is the traditional way when Thais start making friends with a stranger…”
  • 24. 24 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 7 Personalisation Knowing previous history Remembering customers Treating as number Remembering customers (by calling their names/surnames) Recognising the guests (previous visits or personal stories) Customising the individuals’ needs
  • 25. Personalisation 25 Pisit – Director of Sales of MO “if guests would like to find the restaurants, we do not just give them a list. we will look at the guest’s profile what type of restaurant they have a meal previously, and find another different one”
  • 26. 26 Service Experience Dimensions (a) Winsted’s Study (U.S. & Japan) (b) Found in Both Studies (c) Additional Indicators in Asian Hospitality (Thailand & Hong Kong) 8 Promptness Anticipating customers’ needs Incomplete service Delayed information Slow movement Quick movement Quick attention Serving other first Standing around Anticipating customers’ needs Quick attention Standing around to help
  • 27. 27 Observation: During the hotel tour, the spa rooms were being occupied, the service staff immediately showed us the details with photos and explanations. Pisit – Director of Sales of MO “There is not only one answer, we always provide more choices and options” Promptness
  • 28. Conclusion: Asian hospitality nowadays • People • Express more sense of “touch” and “feeling” • Not only physical products but also care about how they experience which can generate more revenues • Offering unique features become the well-known symbol of Asian hospitality 28
  • 29. • Asian hospitality can be perceived in particular elements • The culture each service provider belong to always affects the service performance and the way to treat other customers • Because of Asian human essence, notion of life , traditions, the establishment of Asian hospitality is formed as every single moment has been shaped by the cultural reason behind those practices. 29
  • 30. References Barnes, J. G. (1995, May). The quality and depth of customer relationships. In Proceedings of the 24th EMAC Conference (pp. 1393-1402). Cergy Pontoise: European Marketing Academy. Kasper, H., Van Helsdingen, P., & De Vries, W. (1999). Services marketing management: an international perspective. Chichester. Patterson, P. G., & Smith, T. (2001). Relationship benefits in service industries: a replication in a Southeast Asian context. Journal of Services Marketing, 15(6), 425-443. Price, L. L., & Arnould, E. J. (1999). Commercial friendships: service provider-client relationships in context. The Journal of Marketing, 38-56. Price, L. L., Arnould, E. J., & Tierney, P. (1995). Going to extremes: managing service encounters and assessing provider performance. The Journal of Marketing, 83-97. Runglertkrengkrai, S., & Engkaninan, S. (1987). The pattern of managerial behaviour in Thai culture. Asia Pacific journal of management, 5(1), 8-15. Winsted, K. F. (1997). The service experience in two cultures: a behavioral perspective. Journal of Retailing, 73(3), 337-360. 30