Quality as a conceptual basis of food and beverage service
In economics and marketing (marketing) a service is a set of activities that seek to respond to a customer's needs. A framework is defined where the activities will be carried out with the idea of setting an expectation in the result of them. It is the equivalent of a non-material well. Presenting a service does not result in possession, and that is how a service differs from providing a physical good.
By providing some level of skill, ingenuity, and experience, Suppliers of a service participate in an economy without the restrictions of carrying heavy inventory or worrying about bulky raw materials. On the other hand, your investment in experience requires constant investment in marketing and updating facing the competition, which also has few physical restrictions. Service providers make up the tertiary sector of the industry.
Definition set out in the ISO 9000 series of standards
Un the service it is the result of necessarily carrying out at least one activity at the interface between the provider and the customer and is generally intangible. The provision of a service may involve, for example:
- An activity performed on a tangible product supplied by the also information (for example, car repair);
- An activity performed on an intangible product supplied by the customer (for example, the income statement necessary to prepare the tax refund);
- The delivery of an intangible product (for example, the delivery of information in the context of the transmission of knowledge);
- Creating a customer setting (for example, in hotels and restaurants).
Conceptual Evolution. Characteristics of the Services
The characteristics that the services possess, and that distinguish them from the products are:
- Intangibility: This is the most basic feature of the services, is that they cannot be seen, tested, felt, heard or smelled before the purchase. This feature hinders a series of actions that may be desirable to do: services cannot be inventoried or patented, easily explained or represented, etc. even measure your quality before provision.
- Heterogeneity: (or Variability) Two services Similar will never be identical or the same. This for several reasons: Deliveries of the same service are made by people, to people, at different times and places. By changing one of these factors, the service is no longer the same, even changing only the mood of the person who delivers or who receives the service. For this reason, it is necessary to pay attention to the people who will provide the services on behalf of the company.
- Inseparability: In services, production and consumption are partially or totally simultaneous. To these functions many times you can add the sales function. This inseparability also occurs with the person who provides the service.
- Perishability: The services cannot be stored, due to the simultaneity between production and consumption. The main consequence of this is that a service not provided cannot be performed at another time. For example, a flight with an empty seat on a commercial flight.
- Absence of Property: Buyers of services acquire a right, (to receive a benefit), use, access or lease of something, but not the property of the same. After the benefit they only exist as lived experiences.
Principles of Service
In order to carry out a service, the fundamental bases are necessary, that is, the principles of the service which can serve as a guide to train or capacitate to the employees in charge of this vital activity, as well as providing guidance on how to improve. These bases are the Principles of Service, which are divided into Basic Principles of Service and Principles of Customer Service, which are detailed below.
Basic Principles of the Service
The Basic principles of the Service are the underlying philosophy of the Service, which serve to understand it and in turn apply it in the best way for the company to take advantage of its benefits.
- Service attitude: Intimate conviction that it is an honor to serve.
- User satisfaction: It is the intention to sell satisfaction more than products.
- Given the transitory, immediate and variable nature of the services, a positive, dynamic and open attitude is required: That is, the philosophy of “every problem has a solutionIf you know how to search.
- All activity is based on ethical bases: It is immoral to charge when nothing has been given or will not be given.
- The good server is the person within the company who is satisfied, a situation that encourages him or her to serve customers with pleasure: To ask for good services from those who feel enslaved, frustrated, exploited, and breathe hostility against their own companies, is asking for the impossible.
- In dealing with institutions of authority, a continuity is proposed that goes from the authoritarian pole (power) to the democratic pole (service): In the authoritarian pole there is always the risk of arrogance and poor service. The more we move away from the first pole, the better we will be.
Principles of Customer Service
There are several principles that must be followed when carrying out Customer Service, these can facilitate the vision that one has about the most important aspect of the Service, THE CLIENT.
- Make quality a habit and a frame of reference.
- Establish specifications for products and services in agreement with all staff and with customers and suppliers.
- Systems, not smiles. Saying "please" and "Thank you" does not guarantee that the job will turn out right the first time. Instead systems do guarantee that.
- Consistently anticipate and satisfy customer needs.
- Give all employees freedom of action when dealing with their clients, that is, the authority to deal with their complaints.
- Ask customers what they want and give it to them over and over, to get them to come back.
- Clients always look forward to keeping their word. Promise less, give more.
- Show respect for people and be attentive to them.
- Explicitly recognize any effort to implement a quality culture. Remunerate your employees as if they were your partners (incentives).
- Do like the Japanese. That is, to investigate who are the best and how they do things, to appropriate their systems, and then improve them.
- Encourage customers to say anything they don't like, as well as say what they do like.
- Most importantly, do not leave the customer waiting for your service, because everything else will go unnoticed by him, since he will be upset and indisposed to any suggestion or clarification, no matter how relevant this is, that is services.