Unit 1: Understanding guest service and the meal experience

Difference between products and services

Product is the sum of the physical and psychological satisfaction that provides to the buyers. It is the idea or object developed by the organizations to offer to the customers. A product refers to anything presented to a market with the intention of gaining attention, being purchased, utilized, or consumed, ultimately fulfilling a specific need or desire of people i.e. customer.

And, service is a complex phenomenon that can be very hard to measure or evaluate. It includes everything from personal help to services sold as products.

The major differences between product and service are listed below in table:

BasisProductService
NatureProducts are homogenous in nature.
(because they are mass-produced under controlled processes, ensuring consistency.)
Service are heterogeneous in nature.
(because they vary based on who delivers them, how they’re delivered, and customer-specific needs.)
TangibilityProduct is tangible.
(Meaning: product can be seen, touched, and stored.)
Service is intangible.
(Meaning: Service is process, experience, or action that cannot be physically seen, touched or stored.)
OwnershipOnce product is purchased, ownership is transferred from the seller to the buyer.Once service is taken, no ownership is transferred; the customer only benefits from the service.
DurabilityProducts can be stored for future use.Services cannot be stored or inventoried.
ConsumptionProducts are produced at first step, then sold, and consumed later.Service are sold, then produced and
consumed.
Level of QualityQuality can often be standardized and checked before delivery.Quality may vary depending on who delivers the service and how. It depends on various factor like mood, attitude, perception, etc.
SaleProduct can be resold.Service can’t be resold.
DemonstrationProduct can be demonstrated or
inspected.
Service cannot usually be effectively
demonstrated or inspected.
PerishabilityMost of the products are not perishable
as they can be stored by the sellers or
by buyers
Service are highly perishable as they
cannot be stored or are easily
destroyable
MovabilityProduct can be transported or
transferred.
Service cannot be transported or
transferred.
InvolvementCustomers are not necessary to be involved in manufacturing process of the products.Customers must be entirely involved in the process from the very beginning to the last.

Understanding the needs and wants of customers

Every people has their own needs and wants in their lives. Needs are those basic or fundamental requirements which are very essential for surviving, well-being or proper functioning. For example: Food, shelter, water, clothing, safety, communication, etc.

Wants are those desires for specific items, experiences, or services that go beyond the requirement of basic needs. It can vary individual to individual as it is affected by personal preferences, culture, perception and societal influences. Wants are not important for survival, but they enhance quality of life by increasing comfort, satisfaction, or enjoyment.
For example:
Transportation (Need) – A Lamborghini car (Wants)
Clothing (Need) – Gucci Brand Fashion (Wants)
Simple home as Shelter (Need) – Luxury Villa (Wants)

BasisNeedsWants
PriorityHigher priority Lower priority
NatureLimited and universal (shared by all humans).Unlimited and influenced by individual preferences.
ImpactNot meeting needs directly affects survival or health of people.Not meeting wants generally causes inconvenience or dissatisfaction in people.

In the hospitality or hotel industry, understanding the needs and wants of customer is very crucial for providing exceptional service, satisfaction and creating memorable experiences.

Abraham Maslow, a renowned social scientist, introduced the concept of human needs, which he illustrated through his famous Maslow’s Hierarchy of Needs.

  1. Physiological Needs
  2. Safety Needs
  3. Belonginess and Love Needs
  4. Self-Esteem Needs
  5. Self-Actualization Needs

Why do people dine out?
or
Aspects of People Dining Out

Whether its in context with world or Nepal only, dining out has become a common part of modern lifestyles, with more people choosing to eat outside their homes than ever before. Whether it’s to satisfy hunger, save time, celebrate special occasions, or simply enjoy a break from cooking, dining out has become a convenient and enjoyable option for many.
Here below are some of the main reasons why people are increasingly dining out:

  1. Hunger:
    Hunger is a fundamental human need essential for survival. Our bodies require food to provide the energy and nutrients necessary for daily activities and overall health. When hunger strikes, people often turn to dining establishments to fulfill this need, especially when cooking is not a convenient option. Various F&B outlets like restaurants provide to this basic necessity by offering meals.
    As highlighted in Maslow’s Hierarchy of Needs, food is a core physiological requirement that must be met to sustain life and well-being.
    For example: You might be the student of college and when you feel hungry, you go to college cafeteria for food.
  2. Convenience and Time:
    Dining out is often a matter of convenience, especially for people with busy lives. Restaurants offer quick service and easy access, allowing customers to save time on meal preparation and cleaning also. This is particularly important for those who have limited time due to work, school, or other life activities.
    For example, many people choose fast food or local FB outlets because they can get a meal quickly without the effort of cooking at home.
  3. Social Aspects:
    • Celebrations:
    • Socializing:
    • Networking:

How do people choose a restaurant?

Choosing a restaurant is an integral part of dining out, whether it’s for a casual meal, a special occasion, or a quick bite. The decision-making process varies from person to person, often influenced by a combination of preferences, circumstances, and external factors.
The main thing is people are not only consuming your food but also the worthy experience. From the ambiance to the menu, every detail plays a important role in shaping a diner’s choice. Below are the key factors that guide people in selecting the perfect restaurant:

  1. Location and Accessibility:
    Location of a restaurant plays a important role in its selection. People often prefer places that are close to home, work, or their current location because its easy to travel.
    Accessibility includes factors like availability of parking, closeness to public transportation (like bus, train, etc.), and wheelchair access for specially-abled person, making it convenient for a broader range of customers.
    • Ease of Navigation: Restaurants that are easy to locate on GPS apps like Google Maps have an advantage. Restaurants that has accurate online location tagging minimizes confusion for people.
  1. Price and Budget:
    It is a fact that we human are very price sensitive. We choose dining place that is affordable according to budget. Lower prices of generally attracts more customers than expensive ones.
    However, it’s not just about low prices—offering “value for money” is very important. This means customers expect good quality, decent portions, and a great experience for the price they pay. Restaurants that provide this balance are more likely to keep their customers happy and coming back..
  2. Ambience and Atmosphere:
    These days, people often click photos first with their phones, feeding their camera before their mouth. In fact, the ambiance and atmosphere of a restaurant have become just as important as the food itself.
    With the rise of social media, people are more likely to choose places that not only offer great meals but also provide a visually appealing environment. Lighting, decor, music, and seating all contribute to creating the perfect setting for a photo-worthy experience, making the overall vibe a major factor in choosing a restaurant.
Would you sit in a restaurant with an uninviting atmosphere or one with a warm and comfortable setting, complete with chilled music and inviting décor? That’s the exact answer.
  1. Menu:
    The menu is more than just a list of dishes; it’s a powerful tool for communication and influencing customer decisions. A well-organized, easy-to-read, and up-to-date menu can boost customer interest and orders.
  2. Portion Size:
    People often judge a restaurant based on the portion size just as much as the food’s taste. A well-balanced portion gives diners a sense of value for their money.
    A perfectly balanced portion of food makes customers feel like they’ve gotten their money’s worth, leaving them happy and satisfied. But if it is too small then they’ll feel hungry or not worthy. Also, if it is too large then they may struggle to finish. Also, it leads to waste food.
  3. Quality:
    Quality is the heart of any great dining experience. A high-quality meal leaves a lasting impression, encouraging customers to return. When the food is delicious and well-prepared, it reflects the care and passion of the restaurant, making it more than just a place to eat—but a destination for great food. Quality is essential for customer satisfaction and building long-term loyalty.
  4. Staff Service:
    Good service is about more than just taking orders—it’s about making customers feel valued and respected. People dine out for the experience, seeking a sense of connection and significance that they don’t get from eating at home. Friendly, attentive staff who are passionate about their work create a welcoming environment that enhances the overall experience.
    Sometimes, a simple smile from the server can transform an entire meal, making it more memorable than receiving the same dish from a server who seems uninterested.
  5. Online Reviews and Word of Mouth [Reputation]:
    If anything good happens, people are quick to share it online; if something bad occurs, it spreads just as fast. Once something is on the internet, it’s there for everyone to see, anywhere. Customers often turn to social media platforms like Facebook, Instagram, and TikTok, or check reviews on websites before choosing where to dine. Positive reviews can attract new customers and build a solid reputation, while negative ones can deter potential diners. Your restaurant’s online reputation matters greatly, and it’s essential to actively manage and respond to both good and bad feedback to maintain trust and credibility.
  6. Sales Promotion:
    Sales promotions are often a deciding factor when people choose where to eat. Special offers like discounts, limited-time deals, or combo meals can make a restaurant stand out, especially for those looking for good value. Promotions like happy hours, meal bundles, or loyalty discounts are also effective in attracting budget-conscious diners. For many, a special offer or sale might be the deciding factor in their restaurant choice, creating a sense of urgency and encouraging them to try a new place or return for more.
  7. Dietary Restrictions:
    Nowadays, people are more conscious about their dietary needs and preferences. Whether it’s vegan, gluten-free, or allergy-friendly options, diners seek restaurants that can cater to their specific requirements. A menu that accommodates these restrictions not only builds trust but also ensures everyone feels welcome. For many, the ability to enjoy a meal without worry is a major factor when deciding where to dine. Offering inclusive options can set a restaurant apart and make it a top choice for groups with diverse needs.
    For example, someone might choose a restaurant only because it’s pure vegetarian, matching with their lifestyle, beliefs, religious faith or health goals.
  8. Loyalty Programs:
    Loyalty programs often influence people’s choice of a restaurant. Rewards like discounts, free meals, or exclusive perks make diners feel valued and encourage repeat visits. Knowing they’ll be rewarded for their spending can easily tip the decision in favor of a restaurant, building customer loyalty and trust over time.
  9. Fulfillment of special request:
    How responsive is a restaurant to special requests? Guests may ask for dishes with less salt, vegetarian alternatives, or adjustments for allergies and dietary restrictions. When a restaurant goes out of its way to meet these needs, it creates a sense of care and attentiveness. Being flexible and accommodating these requests can significantly impact a customer’s decision, fostering satisfaction, lasting impression and encouraging them to return for future visits.
  10. Brand Name:
    A strong brand name, like KFC, can attract customers instantly. Its reputation for quality and familiarity makes people choose it without hesitation. Chain restaurants with well-known brands create trust and encourage repeat visits.

Suggestive Selling Skills

Suggestive selling is a sales technique where the seller recommends relevant additional products or upgrades to customers based on their current choices or preferences, focusing to enhance their experience and boost sales revenue.

Example 1:
If you’re dining in a restaurant, finish your main dish, and a waiter suggests a delicious dessert to complete your meal—yes, that’s a perfect example of the suggestive selling technique. The waiter is guiding you to enhance your experience by offering something that complements your meal, increasing both your satisfaction and the restaurant’s sales.
Example 2:
Suppose you recently bought an iPhone 16 Pro Max and the seller suggests a protective cover and screen protector, that’s a great example of suggestive selling. The seller recommends products that complement your purchase, boosting both value and sales.

Steps for Suggestive Selling:

  1. Know Your Product:
    Have a deep understanding of the products or services you’re recommending so you can confidently answer any customer queries. Things like name and pronunciation of food items in the menu, ingredients, method of cooking, portion size, sauces and accompaniments, etc. are very important to be known before.
  2. Identify Potential Customers:
    Recognize customers who might benefit from additional products based on their needs, preferences, or current purchases.
  3. Understand Customer Needs:
    Listen carefully to the customer to identify their preferences or current choices.
  4. Approach the Guest:
    Engage the guest with a friendly and approachable attitude, making them feel comfortable.
  5. Recommend Relevant Products:
    Suggest additional items that complement their purchase or enhance their experience.
  6. Highlight Benefits:
    Explain how the suggested items will add value or improve their experience.
  7. Answer Queries:
    Be ready to respond to any questions or concerns the guest may have about the suggestion, clearing any doubts.
  8. Be Confident, Not Pushy:
    Present the suggestion with enthusiasm, but respect the customer’s decision if they decline.
  9. Follow Up:
    After the suggestion, check in to see if they’re satisfied with the recommendation or need anything else.
  10. Close with Gratitude:
    Thank the customer for their purchase and show appreciation for their consideration of the suggestion.

Important Question

  1. “A good server can save a bad meal, but a great entrée can’t bail out a bad server.” Justify the statement emphasizing the importance of service in compare to product