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Psychology of Service

Psychology of Service. HRT 382. Thanks to:. E. Jerome McCarthy, author of “Basic Marketing: A Managerial Approach” William B. Martin, author of “Quality Service: The Restaurant Manager’s Bible” Raymond J. Goodman, Jr., author of “The Management of Service for the Restaurant Manager”.

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Psychology of Service

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  1. Psychology of Service HRT 382

  2. Thanks to: • E. Jerome McCarthy, author of “Basic Marketing: A Managerial Approach” • William B. Martin, author of “Quality Service: The Restaurant Manager’s Bible” • Raymond J. Goodman, Jr., author of “The Management of Service for the Restaurant Manager”

  3. The Marketing of Service • Marketing Basics • Needs • Wants • Demands (a want backed-up with $) • Ability & Willingness • Product vs. Service

  4. Satisfaction • What is “perceived value”????? • Utility • The buyer’s estimate of the product’s capacity to satisfy their particular need • Value • What the product offers for the price • Satisfaction • The balance between utility and value • The most utility per dollar

  5. Meeting & Exceeding Expectations • Where do they come from? • E. Jerome McCarthy, in “Basic Marketing: A Managerial Approach” , popularized “The 4 Ps” • Product • Price • Place • Promotion

  6. Maslow’s Hierarchy of Needs(In reverse order & in F&B terms!) • Physiological Needs Food, warmth, health, cleanliness • Safety Needs Job security, safe working conditions, benefits • Social Needs Belonging, acceptance, friendship • Psychological Needs Self-esteem, responsibility, status, influence • Self-Actualization Interesting work, involvement, achievement

  7. Service Quality - Two Dimensions • Procedural • The mechanical or systems “stuff” • Convivial • Warm & caring service – emotional “stuff”

  8. Procedural Dimension • Accommodation • Anticipation • Timeliness • Organized Flow • Communication • Customer Feedback • Supervision

  9. Convivial Dimension • Attitude • Attentiveness • Tone of Voice • Body Language • Tact • Naming Names • Guidance • Suggestive Selling • Problem Solving

  10. Personal Dimension of Service “Hospitality Mentality” It is easy enough to be pleasant When life flows along like a song, But the person worthwhile Is the person who can smile When everything goes dead wrong. Anonymous

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