旅游服务管理教学案例

《旅游服务管理教学案例》由会员分享，可在线阅读，更多相关《旅游服务管理教学案例（51页珍藏版）》请在装配图网上搜索。

1、旅游服务管理教学案例汇编案例一优质服务-餐馆经理的圣经为了理解服务是什么，也许我们应当站在顾客的立场来看待这一问题会更好某些。你需要去看待她们所看待的，体验她们所体验的。与顾客打成一片是餐饮业提高服务质量的核心的第一步。“John 和Carol Pleasant”的例子是许多餐馆就餐经历的典型代表。尽管这一案例发生在桌式服务餐馆，但这个故事可以复制到任何背景中。无论你的餐馆类型是什么，Pleasant的例子对于所有的餐饮业均有启发。这一案例表白，服务是独立的，并且非常独特，它不同于菜肴或者构成整个进餐经历的其她因素。明白了这一点，让我们来看看John 和Carol Pleasant这两位故事中

2、的原型人物。John 和Carol Pleasant和其她外出活动比较多的情侣们同样，会常常在外面吃饭。她们偶尔会喜欢把孩子留在家里，去享有她们的二人世界。平日紧张繁忙的生活使得她们需要依赖这种逃避方式来放松自己，这已经成为她们生活中的重要部分。她们都盼望这样的时光。两个人可以外出享有一种安静的夜晚就她们两个人，没有噪音，没有骚扰，不用做饭涮盘子。在社区生活了5年多之后，Pleasant服务已经形成了某些固定的习惯，但她们并没有真正对某一家餐馆特别忠诚。事实上，她们喜欢尝试不同的餐馆。Carol喜欢冒险，John喜欢多样化。生活在大都市中，Pleasant服务有诸多选择。大多数餐饮连锁店都会在

3、她们开车能到的范畴内设有分店。有了这些，再加上大量的快餐店和独立经营的家庭餐馆，Pleasant在外出就餐时历来不缺少选择。事实上，她们常常被太多的选择弄得有些发懵。在讨论了这周六外出就餐的几种选择之后，John 和Carol Pleasant决定去尝试邻居向她们推荐的一家相对较新的餐馆。Carol的邻居常常人们赞赏Run o Mill餐馆的食物。John非常喜欢吃牛排，而Carol则但愿能在菜单上找到阿拉斯加大龙虾。这是星期六的晚上，孩子们有人帮忙照顾，因而John 和Carol可以临时解放了。汽车开出她们的庭院之后，她们都长舒了一口气。“你懂得，John”，Carol自信地说道，“我的确喜

4、欢孩子们，但能有这样单独外出的机会真的是太好了。我们应当有更多这样的机会”。旁边的John点头表达批准。走到半道时，John问道：“顺便问一下，我们在这家餐馆有预订吗？”“没有。我给她们打过电话，但她们不接受预订。”Run o Mill是一家独立经营的餐馆，位于本地的购物中心附近。当Pleasant将车开进停车场时，时间已经是7点钟了。她们二人都准备好要好好放松一种晚上。“有这样多车停在这，我但愿等待的时间不要太长。” Carol说道。当John 和Carol走到餐馆前门的时候，她们注意到该建筑的正面非常气派。它是那种不太常用的木头并列式构造，整个建筑的核心部位都安装了强力照明。“这儿的装修可

5、是耗费不小啊！” John说道。“这儿的建筑、装修非常美丽啊。” Carol回应道。当她们进来后，Carol注意到，外部的砖木装卸风格延续到了室内，大理石地板非常豪华。一眼看过去，Pleasant无法判断出究竟要不要排队等待。鸡尾酒郎看起来已经坐满了人。John往餐厅瞟了一眼，里面也坐满了人，“也许一会就会好的”她心里这样想着。一种穿着保守的年轻的女招待站在前台桌子的背面，她看来像是在数什么东西。当Pleasant夫妇走上去时，她抬起头来，说道：“噢，稍等一会，我就过来。”。John 和Carol彼此看了一眼，不安地笑了笑，然后就安静地等着。过了相称长的时间后，这名女招待再次抬起头来，说道：“

6、我们这儿需要等上半个小时才有位子，你们要等吗？”“她不是在挥霍时间，” John想到，于是她回答说“固然，我们乐意等。”“姓名？”女招待头也不太地问道。John赶紧报上她们的名字。“好的，当有空位子的时候，我会叫你们的。”女招待说道，然后又继续去数她的数去了。忽然间被独自留下，John 和Carol决定还是留在酒廊里等待比较好。Carol在靠背面的拐角处找到了一张两个人的桌子。在她们坐下后，她们发现只有一名鸡尾酒女招待，她站在走廊的另一边，正忙着给给等待的客人倒酒。既然这唯一的一名女招待正在忙着，Carol想还是运用这段时间，和John讨论她们卧室的装修风格比较好，而John，则正在发愣呢。“

7、亲爱的，你皱什么眉头啊？” Carol问道。“噢，我刚刚正在想那个女招待呢。”“她非常有趣，但对你来说却小了点噢，你觉得呢？” Carol打趣道。“我不是想她长得怎么样。她看起来一点也不和谐，对不对？”“噢，” Carol 回应道，“她也许是新来的。我们是来这儿放松的，不要让一种18岁的女招待搅扰了我们的兴致。我们只管自己快乐就行了。”“你说得很对，” John肯定道，“那个鸡尾酒女招待哪去了啊？”当她们在等待的时候，Carol不厌其烦地说她们家的桌裙太旧了，沙发太破了，客厅里没有交谈的地方。“鸡尾酒女招待哪里去了啊？” John始终在反复询问这个问题。10分钟之后，出来了另一种女招待。她看起

8、来很紧张，仿佛被骚扰了似的。“好家伙，这儿今晚真像是个动物园似的。”她招呼道：“我应当在餐厅的，而不是在酒吧。但她们这儿太忙了。我该为你提供点什么呢？”在听了这样的开场白之后，John心里想，尽量不要给这个女招待增添麻烦了。“给我们两杯白葡萄酒吧。”她说道。John 和Carol都不擅长白葡萄酒，Carol对此更是毫无爱好。她只是偶尔享有一杯好点的葡萄酒而已。但John对她缺少葡萄酒知识却感到有些不安。她一般会问侍者餐馆提供哪些葡萄酒。这样近年来，她有了自己的偏好，而尽量避免尝试其她葡萄酒。她目前才意识到她忘掉了问女招待该餐馆提供的葡萄酒的名字。“等她回来时，我再问她吧。” John心里想。C

9、arol仍然在津津乐道地谈论着客厅的事情。像往常同样，在谈论房屋的事情时，John是一位倾听者，只会点头批准。等了好久之后，她们的葡萄酒还是没有上来。“我们已经等了多久了啊？” John问道。“就几分钟，亲爱的。放松点。”John忍不住到处张望，寻找女招待的身影。最后，她看到她正扛着一托盘的饮料呢。看来两杯白葡萄酒也在托盘里。当女招待穿过走廊的时候，John忍不住为她感到同情，“也许她是超负荷工作，但却只得到很少的报酬。”女招待最后来到了Pleasant夫妇的桌子前，“嘿，我们今晚是不是很忙啊？”，当她将整个葡萄酒杯放下时说道，脸上没有一点笑容。“我的脚疼得要命。很抱歉因此耽误了你们太多的时间

10、。今晚的酒吧吧台服务员是个新手。这些需要3美元。”“我们打算今晚在这吃晚饭。你能将这些帐单待会送到我们的餐桌上吗？”，John问道。“对不起，我们不能那样做。”女招待非常唐突地回答道。没有再做进一步的争辩，John从钱包里拿出一张5元的钞票递给女招待。当她用一只手托住托盘时，用另一只手掏出零钱。她非常聪颖地在黑色小托盘中放上一张1块和四个25美分的硬币，然后就像一阵微风似地消失了。“该死，我应当问问她这是什么酒的。” John悲哀地说道。“这就非常好噢。” Carol用她惯有的风趣回答道。“试试啊。”过了一会后，John注意到又等了一段时间，便问到“我们究竟要等上多久啊？”就在这时，Pleas

11、ant夫妇听到了扬声器里传出“Pleasant，两个人，你们的桌子已经好了。”John 和Carol已经喝完酒好长时间了，但女招待却再也没来给她们续杯，于是，那一张美元纸币和四个25美分的硬币仍然躺在老地方。John拾起那张纸币和2个硬币，留下2个硬币给女招待。当Pleasant夫妇进到大厅时，John注意到招待她们的女招待仍然注视着桌上的那沓纸张。另一种年轻的长得比较好看的女孩子问道：“你们是Pleasant夫妇吗？”John 和Carol一致点头承认。“这边请。”女孩子一边说，一边迅速向前冲去，仿佛听到了百米赛跑的枪声似的。不一会，John就发现，那个速度极快的女孩已经在大厅的另一边等她们

12、了，她和Carol也朝那个方向走去。当John 和Carol坐下后，女招待递给她们每人一份菜单，说道：“这是您的菜单，Gary将为你们服务”，说完这些，她便像她来时那样，一阵风似地消失了。John简朴地扫视了一下菜单，注意到该餐馆有她喜欢的牛排。当Carol还在仔细地对这菜单研究时，John对餐厅扫视了一圈。这里的装修和设计尽管有些中性，但都非常有品位。“你打算吃点什么？” Carol问道。“纽约排条。”“我应当懂得。我是冲着阿拉斯加大龙虾来的，但她们却只有其她海鲜，看起来都挺油腻。我还无法做出决定。”“你为什么不叫Gary帮忙呢？”“Gary？”“她应当是我们今晚的侍者，但我到目前还不懂得她

13、在哪呢？”时间一点点地过去了。终于，Gary来到餐桌前，“需要我从酒吧那帮你们取点什么吗？”她问道，听起来她的演说似乎是预先录制好的同样。John看了看Carol，Carol也看了看John。John决定道：“不，我想不需要了。我们刚从酒廊那过来。但我们的确想点些酒配我们的食物。”“噢，你们仿佛没有就单，我去帮你们拿一份过来。” Gary说这便走开了。在John和Carol等待的时候，John记起来应当要问一问她们餐馆提供什么葡萄酒的。Gary过来了，手里拿着酒单。她把酒单递给了John。“你们餐馆主推的葡萄酒是什么？” John问道：“我们刚刚在酒廊喝了些，感觉不错。”“兄弟牌的” Gary

14、 回答道，“不是非常甜，对不对？”Carol 没有注意到Gary话中的含义，说道：“我真得非常喜欢这种葡萄酒。John，我们再点些同样的酒吧。”“好吧，这样的话，你们就不需要酒单了”，Gary说道，口气中透着恼怒。她伸手要去拿酒单，但John却抓住不放。John开心地说道，“哎呀，Carol，我们应当点一瓶好些的葡萄酒。你觉得呢？”“我随便。” Carol微笑着回答道。由于缺少葡萄酒知识，John对于其挑选葡萄酒的能力比较怀疑，于是便向Gary征求意见。“噢，” Gary回答道，“我们酒单上的就都非常好。”“噢，这样啊。那么，白葡萄酒怎么样？你能帮我们挑选一款吗？” John问道。“说实话，我

15、也不常喝酒，我真不懂得该如何向你推荐。” Gary回答道。最后，John随意地挑选了一款白葡萄酒，对Gary说：“我们试试这款吧。”“你们是但愿目前就把酒送上来，还是和食物一起送上来？” Gary问道。John说她们但愿目前就把酒送上来。Carol还没决定要点什么呢，这样她们可以边喝边等。不久，Gary就把她们所挑选的酒送过来了，尚有两只葡萄酒杯和一只冰桶。将标签给John看了之后，Gary从口袋里掏出起瓶器，剥掉酒店的塑封，将起瓶器转进软木塞。一手扶瓶，一手转动起瓶器，她用力往上拽，但却没有移动软木塞。她再次往上拽，但软木塞仍旧没动。绝望中，Gary将酒瓶放在两腿之间，用双手拽住气瓶器往外用

16、力。她一边拽，一边咕咕哝哝，但却只起出了半只瓶塞。“瓶塞太干了”，她自言自语道。汗珠一滴滴流下，Gary再一次将起子塞进瓶中。令所有人欣慰的是，软木塞终于松动了。Gary一边给John倒酒，一边说道：“噢，但愿这酒味道不错，也不枉我花这样大力气打开它”。John勉强地露出一丝笑容，点头批准。将她们的酒杯倒满之后，Gary将酒瓶放进冰桶，然后非常唐突地问道：“你们准备好点菜了吗？”Carol 回答道：“噢，我们尚有某些问题。我不懂得应当点蟹腿还是扇贝，或者箭鱼？你觉得那一种好些？”“它们都非常好。” Gary回答道，“这要看你的心情而定了。”发现从侍者那得不到协助，Carol回答道：“我想想，噢

17、，对了，扇贝是怎么做的啊？”“我不懂得，但如果你需要的话，我可以帮你去问问厨师。我向她们在上面浇了些酱汁吧。”“不，我不要这个。我试试蟹腿吧。” Carol决定到，似乎觉得这样做会更安全些。John规定将她的纽约排条做成五分熟的。在她们点好菜后不久，Gary拿来了色拉和一篮热面包。接着，色拉吃完了，面包也光了，她们又等了好久，Gary才为她们端上了正餐。Carol的盘子里装满了5只巨大的蟹腿，尚有一小碟融化了的黄油放在盘子的中间。蟹腿中间还放有土豆。盘子边沿还装饰有新鲜的水果配菜。John的盘子看起来也同样具有吸引力。John 和Carol都饥肠辘辘，于是彼此会心一笑，便开始大吃起来。“还需要

18、为你们取些什么吗？” Gary在开溜前敷衍了事地问道。“不用了，谢谢。” John回答道，但Gary已经走出很远，听不见John的话了。期间，Gary在Pleasant夫妇的餐桌前停留了半晌，询问她们与否还需要点什么。John说还需要一篮面包。Gary点了点头，便又消失了。但晚餐结束时，Gary过来收拾盘子，并问道：“还需要我做些什么吗？”“我不需要了。” Carol回答道。“我想够了。” John回答道，她没有再向侍者提起那篮从没浮现过的面包。又等了一会，Gary拿来了账单，账单放在一只小黑托盘上面。John在上面放了足够支付餐费和15%小费的钞票。然而，她们离开了。在她们回家的路上，Car

19、ol说道：“我喜欢今晚的食物。你呢？”“食物的确非常好。” John带着些许的不安回答道，“但服务则是另一回事了。”“的确有点慢，是不是？但她们看起来似乎都在卖力工作。” Carol回应道，“尚有啊，装修那儿的人真的很棒啊，是不是？”“是的，但看起来，她们的船有点儿迷失方向了。似乎缺少了点什么，感觉我们对她们仿佛无足轻重似的。工作中我已经受够了被忽视的感觉。这是一种如果你不喜欢就走人的态度。不管如何，短期内我是不乐意再来这家餐馆了。你呢，怎么想？”“我无所谓，怎么都行。” Carol回答道。接着，Pleasant夫妇默默地驱车行进在回家的路上。John 和Carol Pleasant的例子，尽

20、管是虚构的，但说的确是非常常用的进餐经历。也许你就曾经有过这样的经历。也许，你的顾客也曾经受到你的员工的漠不关怀的待遇。Run o Mill餐馆的问题不在于她们的食物，价格或者装修。这些对于大多数的餐馆来说都不是大问题。Run o Mill以及其她许多餐馆的弱点是服务顾客被看待的方式。就像我即将要讨论的那样，服务是顾客判断你的餐馆质量的重要元素。案例二The seven deadly sins of serviceApathy: Apathy can be described as a lack of emotions or interest. An example of an apathet

21、ic host is found in the following example: The guest enters the restaurant and sees the host standing at the hosts desk (the podium). The host does not acknowledge the guests presence. Instead, the host appears to be interested in reading something that is much more important than greeting the guest

22、s. To avoid the sin of apathy, greet guests immediately when they enter the restaurant. Studies have shown that the impression made in the first 30 seconds of contact between the guest and the restaurant determines the feeling of the guest about the total dining experience. This is the first moment

23、of truth for the restaurant. The host can create a positive one by greeting the guest within 30 seconds of arrival.The brush-off: Brush-off is a slang term that means rebuff, according to the Random House Dictionary. Relating it to the hosts job, an example of brushing off the guest occurs in the fo

24、llowing cases: the guest approaches the host and asks (usually in a timid manner), “when will my table be ready? You told me it would be ready now and it isnt” The host replies: “in a few minutes.” and walks away from the guest without any explanation or comment. The second moment of truth has been

25、negative for the restaurant. To prevent committing the second sin, the host should strive to give the guest undivided attention. To avoid brushing off the guest, the host could apologize to the guest and assure the guest that the party will be seated as soon as possible. The host will then seat that

26、 party when the next table is available. If the problem persists and a table is not ready, it becomes the responsibility of the host to tell the guest about the status of the seating. Eye contact should be made with the guest, so that they do not get the impression that the host is trying to brush t

27、hem off.Coldness: Have you ever been to a restaurant where the food was excellent and the prices reasonable, but you still felt something was missing? That something was a problem that you could not identify. Most of the time, it was that the restaurant left you with a cold feeling toward it. The ho

28、st who responds to the guests question with one-phrase or one-word answers is guilty of committing the sin of coldness. For example, a guest might ask the host, “How long has the restaurant been in business?” the host answers, “two years.” The next question is also answered with a brisk reply. This

29、is the one opportunity for the host to make the guest the restaurants ally; instead, the host has turned off the guest. Answers are best if they are complete and friendly. This will benefit the restaurant in two ways. First, the guest will have questions answered, and second, it will create a warm f

30、eeling toward the restaurant by the guest.Condescension: Condescension can be described as an air of superiority that an individual shows toward another person. A host who is guilty of the sin of condescension would give the guest the impression that he or she does not belong in the restaurant. Unfo

31、rtunately, condescension is frequently directed at high school students. This most often occurs when they have a prom, and go out to dinner before the dance. The hosts attitude conveys the impression to the staff that the high school students are not very good customers. Notice the word customers is

32、 used, not guests. That is an example of a condescending attitude. To correct this problem, the host should lead by setting an example and should treat all the individuals who enter the restaurant as guests. All guests receiving positive treatment by all employers will increase repeat business for t

33、he establishment. The host or the staff should not be allowed to feel that they are better than any of the guests. By treating the high school students as guests, and by realizing that this is an important night for them, the host can make them feel important. Therefore, the host should greet them w

34、armly and treat them like the valued, respectable guests they are.Robotism:Robots do not belong in the dining room of a restaurant. A robot can do many repetitive, boring tasks well. However, the job of the host is not repetitive or boring. An example of robotism is when the host seats guests. The h

35、ost picks up the menus, says, “follow me”, and sprints to the table, “have a good meal” the next group of people are treated to the same robotic antics. This method of dealing with guests is eventually transferred to the actions of the service staff. It becomes especially obvious when the service pe

36、rson is going through the “Hi, my name is ”canned speech. To alleviate the sin of robotism, the host should act natural, and should encourage the staff to act natural also. The hosts movements should be energetic, and his or her speech should be cordial toward the guests. A robot would be great to d

37、o the dishes, but not to managing the dining room.Rule book excuses:Rules are a necessary part of any business. However, when a host manages only by rules, and does not use common sense, the restaurant will suffer.The host must not fall victim of the sin if rule book excuses, and may bend the rules

38、when it benefits the guests.A couple decided to try a new restaurant that had windows overlooking a beautiful view. The tables directly in front of the windows were all booths for four people. When the hostess seated them at a deuce away from the windows, they asked for a window seat. The hostess sa

39、id:”Im sorry, but I have to save those seats for parties of four.” They tried to buy the table by giving her a tip. She still said that she could not give them the table. The time was 5:00PM, just when the restaurant opened and there were no other guests demanding to be seated. They could not unders

40、tand why they could not have the table they desired. During their meal, they watched the table to see how many people she sat at the booths. When they left an hour and a half later, there still were no guests seated at the table they wanted. Of course, they never returned to the restaurant and appar

41、ently not too many others did either, because the restaurant went out of business. This was another example of a host failing at the moment of truth.The runaround: The final sin of service has been experienced by everyone at one time or another in life-the runaround. An example of this as it relates

42、 to the host often occurs when the guest is waiting for a table at a no-reservation restaurant. When the guest approaches the host and asks how long it would be before the party is seated, the host replies,” just a short time” the guest waits for a table to be vacant, and after 20 minutes returns to

43、 the host and asks the same question. Again the host says it will be just a short while. When the guest demands a specific time, the host pretends to check the dining room and gets sidetracked. The definition of the runaround is to give vague answers or to refuse to answer the question by ignoring o

44、r changing the meaning of the question. The way to avoid the runaround is for the host to give definite answers. A definite time will satisfy the guests question of “how long will it be before the table is ready?”An appropriate answer would be”15 to 20 minutes” not “in a short while”.案例三Eastern Stat

45、es Air EnvironmentGioria Rooney assumed the presidency of Eastern States Air in the later 1990s, after proving her ability as executive vice president with two other major airlines. Like most other surviving airlines, Eastern States Air weather rough times during the early 1990s. But as the year nea

46、red, Rooney took over an airline that was doing well. Naturally, Rooney couldnt be satisfied with simply staying the course; she wanted to do better. And she thought she knew how.Rooney saw that service in the airline industry had been in a state of steady decline for several years. More and more pa

47、ssengers were flying than ever before, but their level of satisfaction went down as their numbers went up. Crowded airports, flight delays, overbooking, the occasional disastrous accident, and other factors had all combined to raise industry complaints to all-time-high levels just when passenger fli

48、ght miles were also at an all-time high.In that atmosphere, Rooney finally had an opportunity to put into practice one of her most deeply held beliefs about running an airline: “Its not what you do; its how you do it.” She told her staff time after time: “The What is the easy part. What we do is tak

49、e passengers from here to there. The way we can distinguish ourselves favorably from our competitors is in The How.”Eastern States Air became known as “the airline that put the Frills back into Flying”. A small lounge was added to all planes that could accommodate one. For people not wanting to leav

50、e their seats, two complimentary drinks per passenger per flight, delivered to the seat, became the standard. An internationally known chef was hired to supervise a food-service system that produced meals as close to the gourmet level as was possible given the state of technology. Just before passen

51、gers exited each Eastern States flight, they were surveyed to see how satisfied they had been with the basics of the flight and with the frills which Eastern States had put back into flying. Early results of Rooneys campaign showed that passenger satisfaction levels were off the chart at the top. In

52、 one astonishing month, the airline received no complaints about anything. Rooney was overjoyed. “They said zero defects was an impossible standard in airline service. We proved them wrong.” The passengers who raced about Eastern States Air and flew the airline as often ad they could, sometimes simp

53、ly for sheer pleasure, understood that there is no free lunch. Eastern States had to raise its fares considerably to provide outstanding service, but some people paid the higher prices happily.Unfortunately, the number of passengers flying Eastern States Air took a disastrous drop. The ones who stay

54、ed loved the airline. They became evangelists for Eastern States, but there were not enough of them. Rooney realized that she had been somewhat deceived by the excellent survey results. She had been surveying only those who stayed, not those who left.Surveying a broader cross section of passengers,

55、former passengers, and passengers of other airlines led Rooney to change her strategy. “When you get right down to it,” she said, “this is really a very simple business. Steamships used to be a mode of transportation; now they provide luxury cruises that end up where they started. But in our busines

56、s, what people want is to get from here to there is inexpensive as possible. In the current market, cheap airfares are what people expect, and thats what we need to give them. But we wont forget that loyal customers who have stayed with us. If we do this right, we can appeal to both groups.” To impl

57、ement the new strategy, Eastern States cut back on the number of seats in first class but increased their size, along with first-class appointments and level of service, to retain the airline guests who had been satisfied to have the frills put back into flying and were willing to pay for them. Thro

58、ughout the rest of the plane, however, economy became the watchword. More seats were stuffed into each plane, the number of flight attendants was reduced, and “meals” consisted of dry finger food, mainly pretzels.Eastern States began to make a financial comeback, but the number of complaints skyrock

59、eted to record levels. The following comments were typical:“You are putting all your service into front of the plane. What about those of us stuck in the middle seat. Why is that?”“Ive seen the animals in cattle cars treated better than this.”“I used to be able to get by a window or on the aisle; no

60、w I always seem to get stuck in the middle seat. Why is that?”“I see that your industry is enjoying record profits. How about using some of that dough to give us a better ride? ”“Im a little over six feet tall, and I have to twist my legs to fit in that cramped space you give me.”“Seats are too narr

61、ow, too close together. Flight attendant handed me pretzels just as we were landing.”“Ive had better seats and better service on a crosstown bus.”Some of these disappointed and angry passengers took out their resentment on the flight crews. Morale among the pilots and flight attendants began to drop

62、. Rooney was baffled and disappointed. “You cant win in this business. You give people what they want, and the complaints go through the roof.” She was quite concerned about the next board of directors meeting and what the board would have to say about her management of the airline.1. What is the se

63、rvice product of the airline industry?2. What were Rooneys mistakes?3. How could they have been avoided?4. What now?案例四Profit? Growth? Survival? Service? Customers? Environment?Six hospitality administration students were having a discussion at the Student Center about the primary goal of hospitalit

64、y organizations.Jim said emphatically, “Large hospitality corporations are in business to make as much money as they can. No matter if its food, or gaming, profit maximization is their primary goal, and everything else is secondary. Businesses exist to make a profit.”Will agreed, up to a point: “If

65、the hospitality organization is a public corporation, profits are a necessity, but the primary goal of any businesses is to grow. No business wants to stay small and unimportant. Company officials and stockholders want growth, for the feeling of progress and accomplishment it brings and for the profits that will eventually accompany growth. ”Jane said, “Theres something to what you both say. Any company needs profits, and any company would like to gro