Strategies to deal with inconsistency in hotel industry
Services are highly inconsistent in nature. Due to this characteristic, marketers face the problem of standardizing their services. The strategies used to reduce inconsistency are:
1) Hard technology– it means substituting machinery for people. Mc Donald’s has been able to provide consistent service by using this industrialization concept. Infact, Mc Donald’s is built on the foundation of consistency. Mr. Ray Kroc insisted that a great brand is one that commands trust because it eliminates uncertainty from the consumer’s life. Mc Donald’s has every little detail of its operations laid down- from how to set up a unit to the quality of the ketchup 9 to be squeezed from a pre calibrated dispenser).
2) Soft technology– it is a way to industrialize services by substituting preplanned systems for individual services, Oberoi hotels and resorts have standardized their service by using soft technology in the form of pre- packaged offers.
3) Hybrid technology – is a technology for industrializing service by combining both hard and soft technology.
4) Establish set rules and procedures routine– the use of pre planned systems with a specific setoff rules and routines can be used to manage performance effectively in service delivery. Limited menu restaurants like pizza hut ensures high consistency from one visit to the next because they have standardized preparation procedures.
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