Creation of Value and Service Development Through the Creative Skills of Hotel Employees
Keywords:
service, creative skills, service employee, hotel business, adding valueAbstract
As the accommodation business has begun to change during the COVID-19 outbreak, hotels have been directly affected. Due to the emergence of a wide range of accommodation choices, the hotel business needs to impress customers by encouraging creative skills amongst their staff. Employees need to develop service skills at the heart of the hotel business to create value. This research aims to study “Increasing service value” through the creative skills of hotel employees using a qualitative research methodology involving 21 hotel managers in Bangkok using a phenomenological approach. The study found that improving the service skills of hotel staff through creative skills can create a competitive advantage in business operations which will lead to a better level of service. Creative skills are classified as 1) skills to create a memorable experience for the customer 2) service mindset 3) professional skills and 4) language and communication skills. To respond to the needs of customers in new ways, creating a memorable experience for customers can raise value of service through employee training. In addition, the development of creative skills for hotel staff in a department can lead to having an efficient service. Also practicing in action can create efficiency during work and transfer creative service skills to employees, by sharing their experiences. This would provide good guidelines for preventing mistakes occurring in the future.
References
ไข่มุกด์ วิกรัยศักดา, & พิทักษ์ ศิริวงศ์. (2559). แนวปฏิบัติที่ดีสู่การบริการเชิงสร้างสรรค์ของโรงแรมระดับ 5 ดาว เขตกรุงเทพมหานคร. Veridian E-Journal, Silpakorn University ฉบับภาษาไทย มนุษยศาสตร์์ สังคมศาสตร์์ และศิลปะ, 9(3), 131-150.
ฉัฐชสรณ์ กาญจนศิลานนท์. (2559). การสร้างคุณค่าและความพึงพอใจแก่ลูกค้าในธุรกิจโรงแรม. Veridian E-Journal, Silpakorn University ฉบับภาษาไทย มนุษยศาสตร์ สังคมศาสตร์ และ ศิลปะ, 9(2), 154-168.
ธนาคารแห่งประเทศไทย. (2565, 31 ตุลาคม). เครื่องชี้ภาวะการท่องเที่ยว 31-10-65. https://www.bot.or.th/App/BTWS_STAT/statistics/BOTWEBSTAT.aspx?reportID=875&language=TH
สมเกียรติิ สกุลสุรเอกพงศ์. (2559). มูลค่าเพื่อของผลิตภัณฑ์และบริการในกิจการเพื่อสังคม. WMS Journal of Management, 5(3), 46-56.
สมาคมโรงแรมไทย. (2565). รายชื่อโรงแรมในประเทศไทย. https://www.thaihotels.org/16779801/Bangkok
Amabile, M. (2016). How to Kill Creativity. https://hbr.org/1998/09/how-to-kill-creativity
Bani-Melhem, S., Zeffane, R., & Albaity, M. (2018). Determinants of employees’ innovative behavior. International Journal of Contemporary Hospitality Management, 30(3), 1601-1620. https://doi.org/10.1108/IJCHM-02-2017-0079
Bennett, R., Härtel, C. E. J., & McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34(1), 97-107. https://doi.org/10.1016/j.indmarman.2004.08.003
Boddy, C. R. (2016). Sample size for qualitative research. Qualitative Market Research, 19(4), 426-432. https://doi.org/10.1108/QMR-06-2016-0053
Broshi-Chen, O., & Mansfeld, Y. (2021). A wasted invitation to innovate? Creativity and innovation in tourism crisis management: A QC&IM approach. Journal of Hospitality and Tourism Management, 46, 272-283. https://doi.org/10.1016/j.jhtm.2021.01.003
Callan, R. J. (1995). Hotel classification and grading schemes, a paradigm of utilization and user characteristics. International Journal of Hospitality Management, 14(3-4), 271-283. https://doi.org/10.1016/0278-4319(95)00030-5
Chen, W.-J. (2022). Innovative Service Behaviors of Hotel Employees: An Internal Service Perspective. Journal of Quality Assurance in Hospitality & Tourism. 24(4), 380-401. https://doi.org/10.1080/1528008X.2022.2051220
Cohen, L., Manion, Lawrence., & Morrison, K. (2007). Research methods in education (6th ed.). Routledge, Taylor & Francis Group.
Davahli, M. R., Karwowski, W., Sonmez, S., & Apostolopoulos, Y. (2020). The hospitality industry in the face of the COVID-19 pandemic: Current topics and research methods. International Journal of Environmental Research and Public Health, 17(20), 1-22. https://doi.org/10.3390/ijerph172073
De Clercq, D., & Pereira, R. (2020). Knowledge-sharing efforts and employee creative behavior: the invigorating roles of passion for work, time sufficiency and procedural justice. Journal of Knowledge Management, 24(5), 1131-1155. https://doi.org/10.1108/JKM-06-2019-0274
Duan, J., Li, C., Xu, Y., & Wu, C. H. (2017). Transformational leadership and employee voice behavior: A Pygmalion mechanism. Journal of Organizational Behavior, 38(5), 650-670. https://doi.org/10.1002/job.2157
Eldor, L. (2021). Leading by doing: Does leading by example impact productivity and service quality? Academy of Management Journal, 64(2), 458-481. https://doi.org/10.5465/AMJ.2018.0706
Emiliussen, J., Engelsen, S., Christiansen, R., & Klausen, S. H. (2021). We are all in it! : Phenomenological Qualitative Research and Embeddedness. International Journal of Qualitative Methods, 20, 1609406921995304. https://doi.org/10.1177/1609406921995304
Evans, K. R., Kleine, R. E., Landry, T. D., & Crosby, L. A. (2000). How first impressions of a customer impact effectiveness in an initial sales encounter. Journal of the Academy of Marketing Science, 28(4), 512-526. https://doi.org/10.1177/0092070300284004
Freeman, R. E, & McVea, J. (2005). A Stakeholder Approach to Strategic Management. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.263511
George, J. M. (2007). 9 Creativity in Organizations. The Academy of Management Annals, 1(1), 439-477. https://doi.org/10.1080/078559814
Gursoy, D., & Chi, C. G. (2020). Effects of COVID-19 pandemic on hospitality industry: review of the current situations and a research agenda. Journal of Hospitality Marketing and Management, 29(5), 527-529. https://doi.org/10.1080/19368623.2020.1788231
Huang, A., De la Mora Velasco, E., Marsh, J., & Workman, H. (2021). COVID-19 and the future of work in the hospitality industry. International Journal of Hospitality Management, 97. https://doi.org/10.1016/j.ijhm.2021.102986
Kensbock, S. L., Patiar, A., & Jennings, G. (2019). Hotel room attendants’ delivery of quality service. Tourism and Hospitality Research, 19(3), 382-393. https://doi.org/10.1177/1467358417751023
Kim, H., & Kim, B. G. (2018). A qualitative approach to automated motels: a rising issue in South Korea. International Journal of Contemporary Hospitality Management, 30(7), 2622-2636. https://doi.org/10.1108/IJCHM-03-2017-0127
Kim, J. J., & Han, H. (2022). Saving the hotel industry: Strategic response to the COVID-19 pandemic, hotel selection analysis, and customer retention. International Journal of Hospitality Management, 102, 103163. https://doi.org/10.1016/j.ijhm.2022.103163
Klaus, P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227-246. https://doi.org/10.2501/IJMR-2013-021
Kwok, L. (2012). Exploratory-triangulation design in mixed methods studies: A case of examining graduating seniors who meet hospitality recruiters’ selection criteria. Tourism and Hospitality Research, 12(3), 125-138. https://doi.org/10.1177/1467358412466669
Lo, S. M. (2016). The influence of variability and strategy of service supply chains on performance. Service Business, 10(2), 393-421. https://doi.org/10.1007/s11628-015-0275-0
Mashi, M. S., Subramaniam, C., Johari, J., Hassan, Z., & Suleiman Abubakar, S. (2022). HR Practices and Hotel Employee Service Innovative Behavior: The Moderating Role of Creative Self-Efficacy. Journal of Quality Assurance in Hospitality and Tourism,23(6), 1623-1651. https://doi.org/10.1080/1528008X.2022.2026272
Meira, J. V. de S., Dos Anjos, S. J. G., & Falaster, C. D. (2019). Innovation and performance in the hotel industry. Journal of Quality Assurance in Hospitality and Tourism, 20(2), 185-205. https://doi.org/10.1080/1528008X.2018.1512936
McGinley, S., Wei, W., Zhang, L., & Zheng, Y. (2021). The State of Qualitative Research in Hospitality: A 5-Year Review 2014 to 2019. Cornell Hospitality Quarterly, 62(1), 8-20. https://doi.org/10.1177/1938965520940294
Mohsin, A., Brochado, A., & Rodrigues, H. (2022). Mind the gap: a critical reflection on hotel employee turnover. International Journal of Contemporary Hospitality Management, ahead-of-print(ahead-of-print). https://doi.org/10.1108/IJCHM-03-2022-0295
Ostrom, A. L., Field, J. M., Fotheringham, D., Subramony, M., Gustafsson, A., Lemon, K. N., Huang, M. H., & McColl-Kennedy, J. R. (2021). Service Research Priorities: Managing and Delivering Service in Turbulent Times. Journal of Service Research, 24(3), 329-353. https://doi.org/10.1177/10946705211021915
Ouyang, X., Liu, Z., & Gui, C. (2021). Creativity in the hospitality and tourism industry: a meta-analysis. International Journal of Contemporary Hospitality Management, 33(10), 3685-3704. https://doi.org/10.1108/IJCHM-03-2021-0411
Phumchusri, N., & Ungtrakul, P. (2020). Hotel daily demand forecasting for high-frequency and complex seasonality data: a case study in Thailand. Journal of Revenue and Pricing Management, 19(1), 8-25. https://doi.org/10.1057/s41272-019-00221-6
Rabiul, M. K., Yean, T. F., Patwary, A. K., & Hilman, H. (2022). Linking Leadership Styles and Two-way Communication to Engagement: A Study Among the Hospitality Employees in Bangladesh. International Journal of Hospitality and Tourism Administration, 23(6), 1219-1241. https://doi.org/10.1080/15256480.2021.1935391
Rashid, Y., Rashid, A., Warraich, M. A., Sabir, S. S., & Waseem, A. (2019). Case Study Method: A Step-by-Step Guide for Business Researchers. International Journal of Qualitative Methods, 18, 1609406919862424. https://doi.org/10.1177/1609406919862424
Seidel, S., & Rosemann, M. (2008). Creativity Management - The New Challenge for BPM. BPTrends, May, 1-8. http://ww.w.bptrends.com/publicationfiles/Three 05-08-ARTCreativityManagement-Seidel-and-Rosemann-final.pdf
Shum, C., Garlington, J., Ghosh, A., & Baloglu, S. (2021). A content analysis of hospitality research’s research methods in the 2010s. International Hospitality Review, ahead-of-print(ahead-of-print). https://doi.org/10.1108/IHR-03-2021-0020
Smith, J. B., & Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice, 15(1), 7-23. https://doi.org/10.2753/MTP1069-6679150101
Tracey, B., & Swart, M. P. (Nellie). (2020). Training and development research in tourism and hospitality: a perspective paper. Tourism Review, 75(1), 256-259. https://doi.org/10.1108/TR-06-2019-0206
Waqanimaravu, M., & Arasanmi, C. N. (2020). Employee training and service quality in the hospitality industry. Journal of Foodservice Business Research, 23(3), 216-227. https://doi.org/10.1080/15378020.2020.1724850
Webber-Ritchey, K. J., Simonovich, S. D., & Spurlark, R. S. (2020). COVID-19: Qualitative research with vulnerable populations. Nursing Science Quarterly, 34(1), 13-19. https://doi.org/10.1177/0894318420965225
