Бекжигитова
З.С., Ким О.А., Зелинский Р.Н.
Карагандинский
государственный университет имени академика Е.А, Букетова
The quality improvement of tourist services in Kazakhstan
The dynamics of the tourism development
is directly depends on the quality of provided services, which in present is a
problem of a whole Kazakhstan tourist industry. Tourism in many developing
countries plays a big role in a formation of internal gross product, providing
the employment of population and activation of the foreign trade balance. Also
tourism has a great influence on the development of different key industries of
economy and is one of the most profitable type of business in the world. So the development of a given branch by the
accelerated rates is necessary in our country.
A service quality in tourism is one
of the most actual problems in the development of this branch of national
economy. It is the strongest weapon for competitive fight in the international
tourist market. Tourists who are happy with service in hotels, restaurants,
bureau of services, tourist complexes of certain countries become an active
propagandists of them. They multiply attend these places promoting the
improvement of the number of tourists, creating a high reputation for tourist
areas which they like. The service quality promotes to increasing of the
economical efficiency of tourism.
The task is consideration and
studying of the problems with service quality analysis in management of the
hotel enterprise.
The service quality is a set of
characteristics defining on ability to satisfy established or assumed human
requirements which depends on the following factors:
· indicators of the functional appointment;
· indicators of the social appointment;
· the ergonomic indicators;
· the aesthetic indicators;
· indicators of the safety;
· the ecological indicators;
· the patent and legal indicators;
· indicators of the standardization.
Besides there are some specific
factors for tourism sphere which substantially influence on creation of the
qualitative tourist product.
1. Discretization (continuity) of the
tourist service production and integrity of their consumption. Professionals of
tour business often say: "Hospitality is an art of trifles". All
services must work accurately and qualitatively in providing of the tourist
product quality. The work of a technical service which is responsible for
elevators, serviceability of phones, locks, furniture and bathroom equipment is
equally important for the qualitative tourist service production.
2. Possibility of the repeated
production of tourist services on equally high level or duration of quality.
For many producers of tourist product the decision of a given problem appears
an excessive task which often becomes a reason of sharp decreasing of competitiveness
for the whole company.
3. Tourism sphere belongs to such type
of activity in which producing product, being intangible, is consumed with its
production at the same time. A staff of the company doesn't have the chance for
correction of the defects. It is a very important moment as the quality of
staff's work significantly influences on the qualitative characteristics of the
tourist product.
Practically the service quality is
defined by the efficiency of work in casting and organization of rounds by
inquires of clients - a service speed in a complex defines a degree of every
client's satisfaction; the receiving dates of reference information; the
politeness of service which is expressed in staff's hospitality; their
attention to every client's requirements; patience in discussion of a route;
the compliance of the offered round to the real contents; the presence of
sequence with all compound parts of a complex service.
An observance of the following
principles is a necessary requirement of the service quality improvement in
tourist companies:
The first is observance of the main
and more important principles of modern service:
1. Maximum compliance of the provided
services to the requirements of consumers and character of consumption;
2. Indissoluble communication of the
service with marketing, its main principles and tasks.
3. Flexibility of the service, its
orientation to control the changing requirements of the market, consumers'
preferences of tourist services.
The second is a creation of
necessary conditions for the staff, which must provide the qualitative service.
There are:
1. Ergonomics of working places;
2. Accurate formulation of rules which
are obligatory for execution by every employee;
3. Accurate estimation system of every
employee's quality of the work which allows to objectively measure the
efficiency of service by the quantity and quality, especially such elements as
goodwill and politeness poorly giving in control;
4. Staff's motivation, its sincere
interest in prosperity of the whole company, desire and ability to do the work
maximum effectively, spirit on a self-improvement;
5. Promotion system of the staff's
qualification.
The third is optimization of
organizational management structure of the company providing tourist services.
Such organizational management structure in which a number of elements
extremely isn't enough (without any damage for service quality) is considered
an optimal structure, that is the probability to make a mistake is bigger when
a chain of the order passing is longer. The necessary condition for providing a
continuity of technological process with the same level of service quality is
also interaction efficiency which allows to immediately correct mistakes and
except possibility of their review.
The fourth is a comprehensive, full,
objective and continuous control for the service quality, assuming the following:
1. Guest's participation in estimation
of the quality and its control;
2. Creation of techniques and criteria
which allow to match the requirements of standarts with an actual situation;
3. Creation of systems for staff's
self-checking;
4. Permanent work with the quality
groups;
5. Application of accurately
formulated quantitative estimation criteria of the provided service quality;
6. Staff's participation in creation
of quality systems and criteria;
7. Application of the technical tool
for the quality control.
8. Creation of the control services
which would consist of representatives from different services: management,
finance department, security department, HR department, heads or employees of
all functional services.
The control system is an integral
part of achievement the high service quality. Its necessary to observe a
principle of continuity at the creation of the control system. The control
system of quality services must provide just every second control on all levels
of technological cycle and parameters. Besides, a function of control being
reflexive must directly provide flexibility and correction of all other actions
for ensuring of service quality.
Thus we can distinguish 2 main
criteria of quality system: it must provide a high level of service quality,
its compliance to standarts and tourists requirements, and also be a tool for
creation of special technologies on rational business management.
For example, it can be possible to
enter such directions for the increasing of the service level and service
rendering:
1. Increasing requirements to the
staff at the employment;
2. Professional development of shots:
· primary training in compliance with the company's tasks and specifics
of work;
· training for elimination of a gap between requirements position and
personal qualities;
· training for increasing of the general qualification;
· training for assimilation of new tools and methods in performance of
labor operations.
3. Introduction of new technologies
in service of tourists;
4. Application
the method of a zero defect;
5. Reduction
the cases of labor discipline violation due to carrying out a work with the
staff;
6. Decreasing
in quantity of expenses connected with carrying out a work concerning service
of the staff;
7. Introduction
the actions of scientific organization work: placement of the staff in
compliance with qualification, education, age, temperament and so on.
Generally, the responsible task for
tourist companies is a creation of reputation with high quality of quests
service, which is provided by collective worker's efforts of all services of a
company; permanent and effective control from the side of administration;
improvement of service forms and methods, studying and introduction of the best
practices, new technics and technology, expansion of the range and improvement
the quality of provided services. The provided tourist services must correspond
to expectations and physical capacities of consumers for whom the service is addressed,
and also requirements which include an additional facilities for consumers,
appeal and prestigiousness of services. The recommended requirements to tourist
service and conditions of service are: a compliance to appointment; accuracy
and timeliness of performance; complexity; ethics of the staff; comfort;
aesthetics; ergonomics. It’s necessary to provide the tourist services
suggested both main and additional services (household, communications, trade)
creating normal conditions for life support of consumers.