chapter  11
24 Pages

Managing service processes

Although managing service production and delivery processes is the responsibility of operations management, marketing managers need to understand the principles of service operations management. Customer satisfaction is dependent on the hospitality operation delivering the promise that pre-encounter marketing has communicated. The key marketing role of managing demand is made signifi cantly easier when the service process consistently delivers the experience and quality the customers expect. However, when the service process fails to deliver, marketing the hospitality property and the hospitality brand becomes much more diffi cult.