Creating Excellent Guest Experiences: Servicescape and Processes

Service excellence is an important aspect of the design of hotels. Hotels serve to satisfy their customers through various design choices, including servicescape and resource flows. Through proper operations design and planning, hotels can not only provide more enjoyable experience to customers, but also enjoy improved revenue flows as a result of making their brand more desirable. This study provides an analysis of one hotel and two resorts in Malaysia, regarding their practices in the areas of servicescape, process management, and guest-flow management, in providing the optimal guest experience. Information was gathered on site, through management talks, as well as from field observations made at these three establishments. In short, this study adds value to the existing concept of service excellence by focusing on resolving the issues in the servicescape, process management, and guest flow management of three examples of leisure establishments in the hospitality industry.