How to upgrade hotel service

Faqar Saadoun Hassan
Asst. Lect Haider Diaa Salman

Hotel services occupy a distinguished position in the tourism industry, competing at the same time with the services of many other economic sectors that form the economic structure of countries such as oil and industry. In addition to the specificities of the service in general, it is characterized by special specifications that can be summarized as follows:

A- Intangible services: They cannot be seen, tasted, felt or touched before the purchase process, as they are chosen based on reputation, fame and experience more than on the basis of material choice, which accompanies the process of clarifying and describing the service in general.

B- Rapid fading (perishability): They cannot be kept in storage, and therefore the hotel owner may lose a lot daily when guests do not arrive in a room prepared for them, as he cannot store the unused hotel room and use it on a later night, which makes the hotel service short-lived.
C- Concomitance (inseparability of production from consumption): The hotel service cannot be produced in a specific place and consumed in another place, and it requires the presence of the worker and the service provider at the same time during its production and consumption, and the customer cannot transport it to the home because it cannot be separated from the production site (Abdul Samee, 284: 2006).

D- Non-transfer of ownership: Non-transfer represents a clear characteristic that distinguishes services from goods, because the consumer has the right to benefit from a specific service without owning it, for example/ hotel rooms, or a seat on a plane; payment is for the purpose of using or renting the thing only, while in the case of purchasing the commodity, the consumer has the right to consume and dispose of it.
C- Diversity (non-identity of services): It is difficult, if not impossible, to change (set and follow specific and fixed standards) the services that are provided, as is the case with material goods. We find that each produced unit of service units differs from the rest of the units relatively, which makes it difficult to set fixed standards and follow them in the production of services. The matter also becomes more complicated due to the inability to judge The quality of services before purchasing them, which makes it difficult for the customer to differentiate between different services. Among the methods used in hotels to try to change services, even to a relative extent, are selecting and training employees, using the complaints and suggestions system, the follow-up system, and the theater for customer opinions to ensure customer satisfaction with the level of quality of the service provided (Baradei, 37: 2020)
H- Difficulty of standardization of the service: It is very difficult for the service provider to provide the same service to more than one beneficiary because the quality is affected by the time factor, the nature of the provider, and the nature of the beneficiary (Al-Majni, 10: 2020).
K- The adult’s reliance on the buyer’s trust: The inseparability of the service from the product, as well as its inability to touch, makes the service seller very trustworthy and loyal to the customer. Most services are paid for after they are provided and cannot be owned in advance (Al-Majni, 17: 2020).