What is Customer Loyalty?

Customer loyalty is all about attracting the right customer, getting them to buy, buy often, buy in higher quantities and bring you even more customers. However, that focus is not how you build customer loyalty. You build loyalty by keeping touch with customers using email marketing, thank you cards and more. treating your team well so they treat your customers well. showing that you care and remembering what they like and dont like. You build it by rewarding them for choosing you over your competitors. You build it by truly giving a damn about them and figuring out how to make them more success, happy and joyful. In short, you build customer loyalty by treating people how they want to be treated. Does your marketing plan include strategies and tactics for customer loyalty & customer retention?

What is Customer Loyalty.

Understanding the true definition of customer loyalty
There are many definitions of customer loyalty. Yet each of them fails to realize that loyalty runs hand-in-hand with emotions. Customer loyalty is the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services. Consider who you yourself are loyal to. Surely youll answer family and friends. Why? Because of the emotional bond you have with them. Your family and friends can do things you may not like, but you stay loyal because of that bond. The same applies with customer loyalty. To prompt customer loyalty you must build an emotional bond with your customers. To build customer loyalty, customer experience management blends the physical, emotional and value elements of an experience into one cohesive experience.

Retaining customers is less expensive than acquiring new ones, and customer experience management is the most costeffective way to drive customer satisfaction, customer retention and customer loyalty. Not only do loyal customers ensure sales, but they are also more likely to purchase ancillary, high-margin supplemental products and services. Loyal customers reduce costs associated with consumer education and marketing, especially when they become Net Promoters for your organization. Given the highly commoditized competitive landscape today, customer experience programs are the most effective way to differentiate your organization from the competition. Such differentiation effectively drives customer loyalty when customers are engaged on an emotional, intellectual, or even spiritual level, and when a customer cherishes a product or service before, during and after its use. In terms of customer loyalty, customer experience management proves itself as a sustainable competitive advantage. Click here to learn how you can improve your customer loyalty.

Customer Loyalty
This article is about customer loyalty in general. If you are looking for information on loyalty programs (points, etc.) click here. If you want to read a case study describing how incredibly profitable well-designed loyalty programs can be, click here. Customer loyalty describes the tendency of a customer to choose one business or product over another for a particular need. In the packaged goods industry, customers may be described as being "brand loyal" because they tend to choose a certain brand of soap more often than others. Note the use of the word "choose" though; customer loyalty becomes evident when choices are made and actions taken by customers. Customers may express high satisfaction levels with a company in a survey, but satisfaction does not equal loyalty. Loyalty is demonstrated by the actions of the customer; customers can be very satisfied and still not be loyal. Customer Loyalty has become a catch-all term for the end result of many marketing approaches where customer data is used. You can say Relationship Marketing or Database Marketing or Permission Marketing or CRM, and what you are really talking about is trying to increase customer loyalty - getting customers to choose to buy or visit more. Increased customer loyalty is the end result, the desired benefit of these programs. All of the above approaches have two elements in common - they increase both customer retention and the LifeTime Value of customers. Customer loyalty is the result of well-managed customer retention programs; customers who are targeted by a retention program demonstrate higher loyalty to a business. All customer retention programs rely on communicating with customers, giving them encouragement to remain active and choosing to do business with a company. You want customers to do something, to take action. You want them to visit your website, make a purchase, sign up for a newsletter. And once they do it for the first time, you want them to continue doing business with you, especially since you probably paid big money to get

them to do business with you the first time. You dont want to pay big money the second time. You want to create a "loyal" customer who engages in profitable behavior. Customer data and models based on this data can tell you which customers are most likely to respond and become loyal, no matter what kind of front-end marketing program you are running or how you "wrap it up" and present it to the customer. The data will tell you who to promote to, and how to save precious marketing dollars in the process of creating customers who are loyal to you longer. For example, let's say you look at your most loyal customers and find on average they buy or visit at least once every 30 days. So you begin tracking these customers, and discover 20% of them "skip" their 30 day activity. In addition, 90% of the 20% who skip never come back. You are watching the erosion of customer loyalty right before your eyes. And it's too late to do anything about it, because they're already gone. You will waste a tremendous amount of money trying to get them back. You have to develop a way to identify high loyalty customers who are at risk, and take action before they leave you. This is accomplished by using the data customers create through their interactions with you to build simple models or rules to follow. These models can be your early warning system, and will alert you to situations like the "30 day skip" example abovein time for you to do something before the customer defects. Behavior models cause the data to speak to you about the loyalty status of the customer before it's too late. This site and the Drilling Down book are about teaching you how to build and use these models yourself in 30 minutes with an Excel spreadsheet. If you want to increase sales while reducing the costs of marketing to customers, you have to get this book.

customer loyalty
The fact that people choose to use a particular shop or buy one particular product, rather than use other shops or buy products made by other companies. [1] Customers exhibit customer loyalty when they consistently purchase a certain product or brand over an extended period of time. As an example, many customers stick to a certain travel operator due to the positive experiences they have had with their products and services. Customer loyalty is the key objective of customer relationship management and describes the loyalty which is established between a customer and companies, persons, products or brands. The individual market segments should be targeted in terms of developing customer loyalty. Four different reasons for loyalty should be promoted:

psychological; economic; technical/functional; contractual.

Example Psychological Customers might also develop a sense of loyalty to a certain person working for a company. People can build up a good relationship with a bank advisor they have known for several years and who has always fulfilled their expectations. The fact that people develop a sense of loyalty can be described as a psychological reason to stick to a specific product. Economic In business-to-business markets, it might also be possible that customer loyalty results from the fact that switching to another company would lead to the company facing economic disadvantages. In this case, loyalty is based on economic grounds. Technical/ functional Furthermore, it might be possible that a company adjusted and adapted its technical procedures to a particular supplier and a change would cause immense technical problems, thus, technical or functional reasons are the grounds for customer loyalty. Contractual A contractual reason for loyalty exists if a customer is bound to the company for a certain period of time due to a contractual agreement and for legal reasons. [2] Loyalty is an old-fashioned word traditionally used to describe fidelity and enthusiastic devotion to a country, a cause, or an individual. It has also been used in a business context, to describe a customers willingness to continue patronising a firm over the long term, preferably on an exclusive basis, and recommending the firms products to friends and associates (Lovelock and Wirtz 2011). Customer loyalty is widely seen as a key determinant of a firms profitability. We can differentiate between behavioural and attitudinal loyalty, also referred to as share-of-wallet and share-ofheart respectively. Behavioural loyalty refers to customers buying exclusively or mostly only one brand, whereas attitudinal loyalty is all about having an emotional attachment to a brand, liking it more than others, and even loving it. These two types of loyalty are independent, for example, one can give a 100 percent share-of-wallet to a bus company that passes ones home to work, but would still be deeply unhappy with that organisations service and be ready to switch as soon as a viable alternative is on offer. True loyalty requires both share-of-wallet and share-of-heart so that customers continue buying even when situational factors may make a repeat purchase difficult, such as stock outage or alternative providers trying to persuade customers to switch using promotional offers. However, attitudinal loyalty in itself is not a guarantee of profitability and firms need to be efficient in translating these attitudes and loyalty intentions into actual loyalty behaviours. This includes:

increased share-of-wallet such as encouraging a customer to buy more from a brand, and less from its competitors which results in selling more units to a customer; up-selling to higher level products, meaning selling more expensive, higher value products, which results in the higher revenue from the customer for a constant number of products sold; cross-selling of products the customers currently does not buy, this means in addition to the products a customer already buys, a company sells different products to that customer; referrals such as customer gives positive word-of-mouth and recommendations to buy the firms products to friends and associates that lead to sales. Example Many Apple customers show absolute loyalty to Apple and even dislike competing products. Apple fans identify with its trendy brand and love its integrated and smart solutions, sleek design and excellent product quality. These customers seem to increasingly live in an Apple-world, where they tightly integrate the use of several Apple products such as their MacBook, iPod, iPhone and iPad). They frequently download and buy software, apps, songs and ebooks from Apples Store and iTunes. These customers have a deeply held commitment to re-buy and re-patronise Apple products and services consistently in the future, against all odds and at all costs despite strong marketing efforts of competitors (adapted from a definition of customer loyalty from Oliver 1997). [3]

Customer Loyalty
updated Feb 27, 2008 10:27 pm | 15,570 views

Customer loyalty is a company's ability to retain satisfied customers. Maintaining customer loyalty is one of the toughest challenges for any marketing department in a business enterprise, since the wants of a customer are modified at much faster rate than their needs. It requires a business enterprise to follow a pro-active approach that includes formulating strategies for brand consolidation, researching and continuing with new product development, following TQM (Total Quality Management), implementing CRM systems, and also, working out Pipeline Management tactics. Better customer service and faster issue resolution ensure strong loyalty. Information technology can help companies achieve customer loyalty by providing tools for analyzing customer data to assist in informed decision making, and managing customer relationships from the sales process through to fulfillment and support.
CRM solution providers such as Siebel, Salesforce.com and SalesLogix, help companies achieve customer loyalty by offering services such as advanced analytics and call centermanagement solutions.

A customer loyalty program is based on a simple premise: as a company develops stronger relationships with their best customers, those customers will stay with the company longer and become more profitable. The focus and proficiency in the work done should be reflected in very strong intellectual properties that are applied to engagements. Within this topic, there are many methodologies for calculating loyalty and satisfaction. Net Promoter Score is one method that uses willingness to recommend a good or service to a colleague or friend as a simple metric of customer satisfaction and loyalty.
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Customer loyality program examples

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Siebel has a separate product for Customer Loyalty which caters to frequent flyer programs of Airlines, Loyalty programs of Retail industry, etc. For more details checkhttp://www.siebel.com/loyalty-management/software-solutions.shtm Comarch has a Customer Loyalty Management product successfully implemented in retail and communications industries. For more info see
http://www.comarch.com/en/Press+Center/Press+Information/Comarch+aims+at+global.htm

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HOW DO YOU RELATE CUSTOMER EXPERIENCE TO EVERYONE"S DAY TO DAY JOBS & GOALS? And the business reality, how do reflect the economic impact of customer experience initiatives to justify spend? (Blogs) Pipeline_Management (Wiki) Customer loyalty (Groups)
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The Definition of Customer Loyalty

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I have been trying to find a good definition of customer loyalty in this wide world of the Internet, and I have come to the conclusion that 1) no one has figured out how to define customer loyalty or 2) I am really bad at finding information on the Internet. Do some searches yourself; youll find a lot of general discussion of what customer loyalty is or concepts that are important in evaluating it but few definitions, and no good ones. I believe customer loyalty is one of the most important aspects of the customer service experience, and if I am going to talk about it frequently, I ought to know exactly what it is. So, I decided to take a stab at a definition:

My Definition of Customer Loyalty

Customer loyalty is the continued and regular patronage of a business in the face of alternative economic activities and competitive attempts to disrupt the relationship. Customer loyalty often results in other secondary benefits to the firm such as brand advocacy, direct referrals, and price insensitivity. While certainly sounding a bit wonkish (sorry, the academic inclinations slip through on occasion), the definition above is admittedly a theoretical approach. It succeeds as a theoretical construct in that it is comprehensive, but it fails in practical application because it is not easily measurable. The two qualifiers in the definition demonstrate this well. Your Customer Could Have Gone to Olive Garden I have always been grateful for business, but since the crash, that gratitude has been taken to another level. For the most part, peoples dollars are more precious now. The $50 someone spends at my place could have been used to take their family to dinner or to pay down their mortgage. Understanding the opportunity costs, the alternative economic activities, of your customers is a great mindset with which to approach their business, but it is not measurable and is ultimately useless as a way to measure customer loyalty. When the Customers Away, The Competitor Will Play As the saying goes, you dont know what you dont know. You really dont know when, where or how often your competitors are interacting with your clients. Sure, you will have a sense of some things. You might see a competitors major marketing campaign or a friendly receptionist at your clients company might tip you off that the competitor was in for a meeting. But you will never really know how often competitive interests are attempting to interdict the relationship between you and your customer. And you almost certainly cannot use this concept to definitively measure customer loyalty. In the end, your customers loyalty can be difficult to define and difficult to measure. On a theoretical level, they either did something else with the money or they spent it with a competitor. That simple. However finding the measurements that allow a business to accurately define and gauge the loyalty of their customers is much more challenging, varying by industry and even niche. Is loyalty the same for a restaurant and a PR firm, for a day spa and maintenance company? Once you begin to drill down to measurable metrics, probably not.

I will leave methods for measuring customer loyalty and techniques for how to increase customer loyalty for future posts. For now, we can find value in the theoretical and simply consider what the concept means in our own businesses. We can look at the people we consider to be our most loyal customers and see what they have in common. What, in our mind, makes them loyal, and what did we do to make them that way? So let me know How would you define a loyal customer in your business? What behaviors does that person exhibit that make her loyal? Have you ever tried to measure loyalty or at least think about the differences between your most loyal and your least loyal clients? How can we improve my definition?

Customer Loyalty: Is It an Attitude? Or a Behavior?

Share The people who've tried to define customer loyalty have usually approached it from one of two different directions attitudinal and behavioral. Although each of these directions is valid, they have different implications and lead to very different prescriptions for businesses. (This is analogous, but I don't think it is precisely aligned, with Estaban Kolsky's distinction between "emotional" and "intellectual" loyalty.) The attitudinal definition of loyalty implies that loyalty is a state of mind. By this definition, a customer is "loyal" to a brand or a company if they have a positive, preferential attitude toward it. They like the company, its products or its brands, and they therefore prefer to buy from it, rather than from the company's competitors. In purely economic terms, the attitudinal definition of customer loyalty would mean that someone who is willing to pay a premium for Brand A over Brand B, even when the products they represent are virtually equivalent, is "loyal" to Brand A. But the emphasis is on "willingness," rather than on actual behavior, per se. In terms of attitudes, then, increasing a customer's loyalty is virtually equivalent to increasing the customer's preference for the brand. It is closely tied to customer satisfaction, and any company wanting to increase loyalty, in attitudinal terms, will concentrate on improving its product, its image, or other elements of the customer experience, relative to its competitors. The behavioral definition of loyalty, on the other hand, relies on a customer's actual conduct, regardless of the attitudes or preferences that underlie that conduct. By this definition, a customer is "loyal" to a company if they buy from it and then continue to buy from it. Loyalty is concerned with re-purchase activity, regardless of any internally held attitudes or preferences. In the behavioral definition, loyalty is not the cause, but the result of brand preference. A company wanting to increase customer loyalty will focus on whatever tactics will in fact increase the amount of repurchase behavior - tactics that can easily include, without being limited to, improving brand preference, product quality, or customer satisfaction. For a variety of reasons, Martha Rogers and I have always preferred working with the behavioral definition of customer loyalty, because it's simply more useful and practical. You can observe behaviors, while you have to conduct polls and surveys to gauge attitudes. But this doesn't mean we consider attitudinal loyalty not to be important. Positive attitudes do tend to drive positive behaviors. That having been said, defining loyalty purely as an attitude is just not useful. For one thing, attitudinal loyalty and brand preference are redundant, so why introduce a separate term at all? Moreover, an attitude can exist completely separate and apart from any continuing relationship on the part of the customer, and this simply flies in the face of the common English definition of the word "loyalty." Customer A and Customer B might have an equally loyal attitude for a particular product, but what if Customer A has never even consumed that product before, while Customer B has consumed it regularly in the past? Rather than "loyalty," a far more useful attitudinal concept to use is simply "preference." But finally, in our view the concept of customer loyalty should have as direct a connection as possible to a company's financial results. That is, we ought to be able to "connect the dots" between whatever strategies and tactics a company employs to increase its customers' loyalty, and the actual economic outcomes of those actions. An enterprise should be able to see a clear and direct economic benefit of some kind, as the result of a customer's loyalty. Gupta, Lehman and Stuart's "Valuing Customers" paper for the Journal of Marketing Research (2004), for instance [you can download it for free here, from Gupta's list of papers] clearly analyzes the economic value of an increase in loyalty, in contrast to an increase in margin or customer acquisition efficiency. If, on the other hand, loyalty is just an attitude, then it has no immediate economic result. Internally held attitudes have no intrinsic value to a firm, because there is no financial result to measure until and unless these attitudes are somehow manifested into actions.

Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR

By DR. RUTH M SMITH CHAPTER 4 DEFINING CUSTOMER LOYALTY AND THE ROLE OF BRAND LOYALTY 4.0 Introduction In the chapter two the researcher identified that RM and achieving customer loyalty is not appropriate for all sectors, furthermore it was identified that organisations need to consider the individual differences within their customer base if they want to develop a relationship and achieve customer loyalty. In the previous chapter the financial services sector was reviewed and it was identified that this sector would greatly benefit from developing a loyal customer base. However there needs to be clarity on exactly what is meant by customer loyalty and how it can be measured. Furthermore, whether there have been any individual differences identified with loyal types This chapter initially presents the various components and definitions of customer loyalty in the literature. While there is no one definition of loyalty it is apparent that there appears to be commonly agreed components of loyalty. It would therefore seem that customer loyalty is a multi dimensional construct. The next section then considers the contribution brand loyalty research can offer by initially considering the differences between customer loyalty and brand loyalty. Definitions of brand loyalty are presented and compared to the customer loyalty components. The brand loyalty literature has considered individual differences of brand loyal types and this chapter discusses the research on the profile of a brand loyal customer. This starts to indicate some of the individual differences that could be considered for customer loyalty. This chapter, therefore, identifies the relevant variables for including in the definition/measure of the dependent variable loyalty in this research. It also identifies some individual differences that may have an impact on customer loyalty, which can become the independent variables for this research. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH 4.1 The Components of Customer Loyalty From the previous chapter, it has been described how customer loyalty is a key objective for organisations pursuing a relationship approach with their customers. However similar to the variety of definitions for Relationship Marketing, there is no agreed definition for customer loyalty. This section presents the different definitions of customer loyalty from the literature. Where attempts have been made to conceptualise loyalty it has typically been divided into 2 typologiesbehaviour and attitude. (Jacoby & Chestnut, 1978; Kahn & Meyer, 1991; Dick & Basu, 1994). Within these typologies various components of loyalty are described. The behavioural typology to customer loyalty is primarily concerned with measures of repeat purchase, proportion of purchases etc. Although, this is considered to be a relevant measure, the main criticism of this typology is that it does not include the

customers motives for their behaviour. Therefore attitudinal approaches to loyalty have been developed. While a behavioural approach to loyalty is still valid as a component of loyalty, it is argued that attitudinal approaches to loyalty should supplement the behavioural approach (Samuelson & Sandvik, 1997). The attitudinal typology include, for example, measures of commitment and trust. The following describes the various research that have attempted to define loyalty. The next two sections (4.1.1 and 4.1.2) presents behavioural measures of loyalty (repurchase and satisfaction) and illustrates the shortcomings of adopting such narrow approaches. Section 4.1.3 identifies attitudinal measures of loyalty i.e. commitment and trust. Section 4.1.4. presents findings from the literature where loyalty had been defined with a number of different components. Section 4.1.5 summarises these four sections by identifying the components of loyalty which will be used for this research. 4.1.1 Behavioural Typology - Customer Retention/Repurchase and loyalty Discussions on customer loyalty tends to use the term loyalty and retention synonymously. However it is evident from the literature that there is criticism of Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH organisations that have chosen to define customer loyalty as simply customer retention and thus simply achieving repurchase. As Stewart (1996) states: Customer loyalty and customer retention are not synonymous (Stewart, 1996 p.8) We have discussed in chapter two that customer loyalty is an outcome of RM and that commitment and trust are key components therefore it is apparent that more emotional bonds are being developed with the customer. Customer retention does not accurately capture this level of bonding. Christopher, Payne and Ballantyne (1991) in their Relationship Marketing ladder of Customer Loyalty further supports this (see Figure 6 below). Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH Figure 6 - Relationship Marketing ladder of Customer Loyalty PARTNER ADVOCATE SUPPORTER EMPHASIS ON DEVELOPING AND ENHANCING CLIENT RELATIONSHIPS (CUSTOMER KEEPING) EMPHASIS ON NEW CUSTOMER CUSTOMERS (CUSTOMER CATCHING)

PROSPECT (Christopher, Payne and Ballantyne, 1991 p.22) Here the customer progresses up the ladder from customers who regularly purchase (customer retention), to customers who are strong supporters of the company and finally to being active and vocal advocates for the company and thus referring others to the organisation. Thus as stated in 4.1 when defining customer loyalty there is a need to consider attitudinal approaches rather than just repurchase. Furthermore while customer loyalty has been defined by some as a set of behaviours that loyal customers display, it is apparent that the behaviours are reflecting attitudes. These behaviours are typically the ones that Reichheld and Sasser (1990) have identified as generating the financial benefits from loyalty. Thus a loyal customer buys more, will pay a premium and becomes an advocate and recommends the company. For example: Loyal customers repeatedly purchase products or services. They recommend a company to others. And they stick with a business over time (Prus & Brandt, 1995 p.10) Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH customers stay with you longer, buy more from you, more often (increased lifetime value) (Stone & Woodcock,1995 p.10) Thus, customer loyalty is a more complex phenomenon that includes other properties rather than just the behavioural construct of repeat purchasing (Samuelson & Sandvik, 1997). 4.1.2 Behavioural Typology - Satisfaction and Loyalty In the late 80s and early 90s a number of organisations pursued TQM and similar methodologies to deliver customer satisfaction. These were pursued as it was felt that this would impact on their bottom line profitability by increasing loyalty as it is apparent that when customers progress through the phases previously described in Chapter two they are strengthening their bonds with the organisation. It had been thought and research has found (Waterhouse & Morgan, 1994; and Eriksson & Vaghult, 2000) that it was sufficient to merely satisfy customers and that they would remain loyal; however research by Jones and Sasser (1995) has found that satisfaction and loyalty are not directly correlated, particularly in competitive environments see Figure 7. The findings show that to achieve loyalty in competitive environments organisations need to completely satisfy their customers (Jones & Sasser, 1995). Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH Figure 7 How the competitive environment affects the satisfaction Loyalty Relationship High Non competitive zone

Airlines Automobiles Highly Competitive zone Low 1 2 3 4 5 Completely Completely Dissatisfied Satisfied I II I II (Jones & Sasser, 1995 p.91) This has identified that while a high level of satisfaction is an important component of loyalty it is not the only component. Thus as Jones and Sasser (1995) p.91 commented merely satisfying customers that have the freedom to make choices is not enough to keep them loyal. This has been supported further by Oliver (1999), Fredericks (2001) and Coyles and Gokey (2002). Oliver (1999) has concluded that while satisfaction is a necessary step in loyalty formation, ultimate loyalty is a combination of perceived product superiority, personal fortitude, social bonding, and their synergistic effects. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH Fredericks (2001) also points out that there is a big difference between satisfaction, which is a passive customer condition, and loyalty, which is an active or proactive relationship with the supplier. Furthermore, Coyles and Gokey (2002) found from their research that satisfaction alone does not make a customer loyal and that merely measuring satisfaction does not tell a company how susceptible its customers are to changing their spending patterns. They identify three basic customer attitudes, emotive, inertial and deliberative that underlie loyalty profiles. They have found that the emotive customers are the most loyal. Thus it would seem that while satisfaction is an important component of loyalty the loyalty definition needs to incorporate more attitudinal and emotive components. 4.1.3 Attitudinal components and loyalty The critique of the research surrounding repurchase and loyalty and satisfaction and loyalty has suggested that loyalty includes attitudinal components. The following section presents research that supports the role of individuals attitudes in defining loyalty. 4.1.3.1 Commitment and Trust Jacoby and Kyner (1973) argue that it is commitment that distinguishes between loyalty and repeat purchase behaviour. Thus a person who is committed towards a product/service has an attitude which is durable and impactful. In terms of commitment there would appear to be two types of commitment affective and calculative commitment.

Affective commitment is defined as the extent to which a customer likes to maintain their relationship with the organisation (Buchanan, 1974). Whereas calculative commitment is where the customer is loyal because they have to be rather than that they desire to be (Meyer & Allen, 1984). Thus it follows that the calculatively committed customer is less reliable as he could get an offer that enables him to switch suppliers. Samuelson and Sandvik (1997) suggest that either or both types of commitment could be used in loyalty research and is dependent upon the purpose of the research. For example, to predict future loyal behaviour affective commitment would be the most effective. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH Hart and Johnson (1999) have stated that while loyalty has been traditionally defined in terms of its consequences: Repurchase intent Referral intent Share of purchase Actual repurchase They suggest that for organisations to achieve true loyalty that they must go beyond customer delight to total trust Agee (2002) p.42 supported this and stated that True loyalty is based on trust, a high degree of satisfaction and a strong value proposition. Buttle and Burton (2001) suggest from their review of the research that loyalty is an attitudinal state which reflects value, trust and commitment within supplier-customer relationships. Research by Garbarino and Johnson (1999) identified that trust and commitment were the mediators between attitudes and future intentions for customers with a strong relationship with an organisation (theatre in their research). Thus it would seem that commitment and trust are key components when defining loyalty. 4.1.4 Combining the components of loyalty Although some researchers have chosen a behavioural definition of loyalty and others an attitudinal definition of loyalty, there is various research to suggest that a variety of components to define loyalty have been considered which include both the behavioural and attitudinal components. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH Prus and Brandt (1995) have described a Secure customer Satisfaction Index where they have taken three major components to measure loyalty: overall customer satisfaction, likelihood of repeat business, and likelihood to recommend the company to others. They describe these three components as the core of a meaningful customer loyalty index. Pugh (1991) identified four desirable characteristics that make up the loyal customer

repeat purchasing, cross product/service purchasing, referral/word of mouth active and immune to competition. Jones and Sasser (1995) p.94 define loyalty as the feeling of attachment to or affection for a companys people, products or services These feelings manifest themselves in many forms of customer behaviour. The ultimate measure of loyalty, of course, is share of purchases in the category. Zeithaml, Berry and Parasuramen (1996) have integrated research findings and anecdotal evidence and identify the following manifestations of loyalty: Expressing a preference for a company over others Continuing to purchase from it Increasing business with it in the future. Oliver (1999) identified that while loyalty tends to be defined as repeat purchasing frequency or relative volume of same brand purchasing which basically record what the customer does, none tap into the psychological meaning of loyalty. To encompass these psychological elements Oliver (1999) has described loyalty as : a deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brandset purchasing, despite situational influences and marketing efforts having the potential to cause switching behavior. And fervently desires to rebuy a product or service and will have no other pursuing this quest against all odds and at all costs (Oliver, 1999 p.36) Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH However he does conclude that there needs to be further research into what is the fundamental meaning of loyalty. More recently Jaishankar, Arnold and Kristy (2000) based their conceptualisation of customer loyalty as both commitment to the relationship and other overt loyalty behaviours. They described loyalty as a multidimensional construct that included repeat patronage, self stated retention, price insensitivity, resistance to counter persuasion, and the likelihood of spreading positive word of mouth. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH 4.1.5 Summarising the components of customer loyalty Thus within the literature while there is no common definition of customer loyalty, there tend to be agreement that loyal customers demonstrate the following behaviours and attitudes Repeatedly purchase from the organisation (preferring and choosing it to others) Have a high level of satisfaction with the company Will recommend the company to others Will trust the company

Will be committed to the company Reichheld (1996) has identified a further measure of loyalty which as an outcome incorporates some of the above. He has described a measure of loyalty as share of the wallet (p.60) i.e. what percentage of the customers purchases is in the product categories that the organisations serve. This definition is also of interest because it would seem to support the most frequently used definition in the brand loyalty literature. Within the brand loyalty literature there has been considerably more debate about what is an appropriate definition of brand loyalty. However, before these are reviewed the differences between customer loyalty and brand loyalty are considered. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH 4.2 Brand Loyalty compared to Customer loyalty As an area of interest brand loyalty would appear to have a longer history in Marketing than Customer loyalty. Discussion on Brand loyalty began in the literature as early as 1923 with an article in the Harvard Business review by Copeland. A review of the evolution in brand loyalty research by Schultz (2000) however identifies that the majority of the basics of brand loyalty stems from research conducted by the Chicago Tribune in the late 40s and early 50s which recorded consumer household purchases. By the 60s the research into brand loyalty tended to focus on the economics of information i.e. the cost and ability of consumers to search for information about alternatives and to understand brand choices (Farley, 1964). By the 70s the impact of psychological factors were being raised to explain why loyalty occurred (Jacoby & Kyner, 1973). In the 80s, research focus shifted to consumer choice and behaviour modelling by using supermarket scanner data and thus observable consumer purchase behaviour. Furthermore, in this period marketers were starting to use more sophisticated regression techniques to segment behaviours. However, similar to the findings from the customer loyalty research Schultz (2000) p. 43 has identified that less work appears to have been done on the consumer side, asking why consumers become and remain loyal to brands. Whereas customer loyalty has been relevant to a number of sectors, brands have tended to be associated with fast moving consumer goods, where consumers often buy more than one brand in a category (East, 1997). East (1997) has made the distinction of brand loyalty as a proportion of expenditure for FMCG whereas he sees customer loyalty as allegiance which is assessed by repeat purchase, these are typically for durables, industrial purchases and services. The distinction between the type of product e.g. FMCG or durable may be valid but as we have discussed in section 4.1.1 customer loyalty is more than simple repurchase. The link between customer loyalty and brands is also demonstrated by recent research (Brand Strategy, 2001), which has identified that a strong brand has a positive relationship with customer loyalty. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By

DR. RUTH M SMITH Easts definition above appears to have been restricted by his choice of definition from brand loyalty however if we consider the debate on defining brand loyalty we can see that the differences between brand loyalty and customer loyalty start to become more blurred, particularly when considering the behavioural measures of customer loyalty. 4.2.1.Definitions of Brand Loyalty Cunningham (1956) identified three possible definitions of brand loyalty as: 1) customers lost and gained over specific time periods, 2) time sequences of individual purchases and 3) share of the market. Cunningham felt that the most appropriate of the three were share of the market since with the first definition he felt that an arbitrary time period may distort the findings e.g. if a consumer was out of the market in the time under review. The second definition could also lead to a biased result since the researchers would need to make a subjective judgement on the buying patterns of the consumer e.g. buy brand A once and then brand B five times. He felt that the market share definition gave an objective measure of brand loyalty. This definition has been criticised, as too simplistic and further definitions have been proposed (Day, 1969; Burford, Enis & Paul, 1971; and Olson & Jacoby, 1971) Day (1969) finds that the true brand loyal buyer is; conscious of a need to economise when buying, confident of her brand judgements, heavy buyer, older housewife with smaller average household and is less influenced by day to day price fluctuations. Burford, Enis and Paul (1971) developed an operational measure for defining loyalty. They have identified three components to loyalty. Budget ratio (fraction of total budget for the product class allocated to the loyalty object), switching ratio (number of opportunities to switch plus one minus number of switches divided by number of Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH intervals in the survey period) and patronage ratio (total number of stores or brands available plus one minus number of stores patronised or brands purchased divided by number of stores or brands in market). Olson and Jacoby (1971) have further supported the need for a multidimensional conceptualisation of brand loyalty. Using Factor Analysis they found that the following are linked to Brand loyalty: proportion of purchases devoted to the most often purchased brand, number of different brands purchased over the past two years, number of times the favourite brand was purchased out of the last five purchases, three consecutive purchases out of the last five purchases, actual number of consecutive purchases of favourite brand out of the last five purchases. The research into brand loyalty has also considered the impact of brand loyalty on store loyalty where brand loyalty has been weakly associated with store loyalty (Cunningham, 1956 & 1961; Carman, 1970; Keng & Ehrenberg, 1984; and East, Harris, Wilson & Hammond, 1995). These definitions of brand loyalty would suggest that the definitions have focussed on the nature and frequency of purchase. Where there appears to be similarity with

customer loyalty is the behaviour identified as Repeatedly purchase from the organisation (preferring and choosing it to others). The other components identified in defining customer loyalty i.e. Have a high level of satisfaction with the company Will recommend the company to others Will trust the company Will be committed to the company may be less relevant for FMCG where there is less involvement in the purchase. As Mitchell (1994) has described in his article based on work by Jan Hofmeyr who has looked at consumers of products to religion. The extent to which customers are loyal is determined by four factors the degree to which it fits the individuals needs and values, Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH the degree to which it involves the individual; the availability of an alternative; and the individuals attraction to the alternative. Where there is low involvement then there will be more switching e.g. cat litter Vs financial services. Thus one could argue that the more emotive bonds are less likely in FMCG goods where there is less involvement etc. 4.2.2 Identification of individual differences with brand loyals Since there appears to be similarities between customer loyalty and brand loyalty, the brand loyalty literature has been reviewed to establish whether there are individual differences within the customer base and that there are brand loyal types. A review of the brand loyalty literature shows that there has been considerably more research in this area. There are a number of studies that have sought to test whether those with high brand loyalty have socio-economic characteristics, which differ significantly from those buyers with low brand loyalty. With the exception of Snyder (1991) these studies have mainly been for food and grocery purchases. Cunningham (1956) found no difference between brand loyals and non-brand loyals but commented that his findings could have been different if he had considered loyalty for a particular product group. Frank (1967) also concluded that socioeconomic characteristics contributed little to brand loyalty. However Carman (1970) established a definite link between personal characteristics, the shopping processes and brand loyalty. He tested and found his hypothesis to be true that personal characteristics of consumers will explain differences in store loyalty e.g. found loyals are housewives who work, lower income, busy mothers with children at home, do less entertaining, less interested in homemaking. Uncles and Ehrenberg (1990) found that older consumers do not buy less i.e. are more brand loyal; any differences are not significant. They behave the same as other consumers e.g. less than 54. Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH

East, Harris, Wilson and Hammond (1995) sought to establish the profile of a brand loyal buyer for supermarkets. Using a mail survey they found that brand loyalty is related to household income (high loyals had incomes of 20,000+), brand loyals spend more, are more quality conscious (not price sensitive). They are less loyal when aged below 25 and over 65. Snyder (1991) has considered loyalty for frequently purchased consumer services, and he found only weak (and negative) correlation between generalised service loyalty and educational level and family size, thus the more educated and the bigger family the less likely they are to be loyal. He suggests that the more educated are more confident and less reliant on loyalty, as a means of reducing the risk perceived in purchasing services. His findings suggest that demographic correlates to generalised loyalty do exist but exhibit weak measures of association. However, demographic correlates were identified with loyalty to individual services e.g. gender with inexpensive motel and hair stylist, age and fast food restaurants etc, educational level negatively correlated to gas stations and fast food restaurants, family size negatively correlated with choice of hairstylist. East, Harris, Wilson and Lomax (1995) found that store loyal people are 25-44 years old and prefer large out of town supermarkets. They quote Enis and Paul as finding that high loyalty was associated with low income and fewer years of education. They did not agree with other findings that store loyalty is a phenomenon of the underprivileged. They perceive that high loyals have more commitments. They suggest that loyals are from the 25-44 age group, and perhaps have greater family commitments but this hasnt been substantiated. Thus it would seem that within the brand loyalty literature there has been some consideration of individual differences and the characteristics of a brand loyal customer. 4.2.3 Summary of identified loyalty components and relevant individual differences The previous literature on customer and brand loyalty has identified the component variables of loyalty as people who: Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH Repeatedly purchase from the organisation (preferring and choosing it to others) Have a high level of satisfaction with the company Will recommend the company to others Will trust the company Will be committed to the company Spend proportionally more with that provider than others i.e. Share of the wallet The literature in brand loyalty has identified that although, there are different outcomes from the research the findings suggest that there may be some relationship between loyalty and age, income, educational level and family commitments. While there appears to be little research in the customer loyalty area as to the customer characteristics that are most likely to be loyal the findings from the brand loyalty have helped to develop the hypotheses for this research. 4.3 Summary In this chapter although there has not been one agreed definition of loyalty, the customer

loyalty and brand loyalty literature has identified the various components of loyalty as people who: Repeatedly purchase from the organisation (preferring and choosing it to others) Have a high level of satisfaction with the company Will recommend the company to others Will trust the company Will be committed to the company Spend proportionally more with that provider than others i.e. Share of the wallet Extract from PROFILING THE LOYAL CUSTOMER IN THE FINANCIAL SERVICES SECTOR By DR. RUTH M SMITH The above components will be essential for this research in terms of developing a multi construct loyalty variable. This will then become the dependent variable which we can test the relationship of specific independent variables. Furthermore, this research can contribute to the literature by presenting an empirically tested definition of loyalty. The findings from the brand loyalty literature has identified that certain individual differences may affect a persons loyalty i.e. a relationship between loyalty and age, income, educational level and family commitments. These have helped to develop the hypotheses of the relationship between the dependent variable of loyalty and the independent variables.

Front office function of a hotel?

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Front office department function in hotel?

. . -------------------------------------------------------------------------- . The Front Office function of a Hotel is to act as the public face of the hotel, primarily by greeting hotel

What is the hotel front office?

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to the guest of the entire hotel. front office is the nerve of hotel.and also they were the first and last

Define front office in hotel?

Front office in a hotel is the area responsible in accepting guests, reservations, inquiries

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main function of reception department in the hotel

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Front office department function in hotel?

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The FRONT OFFICE is the nerve center of a hotel. Members of the front-office staff welcome the guests, carry their luggage, help them register, give them their room keys and mail, answer questions about the activities in the hotel and surrounding area, and finally check them out. In fact, the only direct contact most guests have with hotel employees, other than in the restaurants, is with members of the front-office staff. The front office functions can be divided into five general areas: 1. 2. 3. 4. 5. reception bell service mail and information concierge cashiers and night auditors

Two major departments are represented in this list. The employees staffing the first four areas are in the rooms department. The fifth is the financial area, where guest charges are accumulated and posted to the bills, and all cash transactions are consummated. These are all accounting-department functions, and so the cashiers and night auditors are in that department.
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The Front Office function of a Hotel is to act as the public face of the hotel, primarily by greeting hotel patrons and checking in guests. It also provides assistance to guests during their stay, completes their accommodation, food and beverage, accounts and receives payment from guests. Department is typically composed of 1. Reception 2. Reservation 3. Concierge 4. PBX (phone service system) 5. Telephone Maintain guest account statements and complete proper financial settlements Maintain accurate room statistics, and room key inventories Provide information Coordinate guest services Sell guestrooms; register guests and design guestrooms a) Front Office: With technology development, the Reservation Department can, on real time, access the number and types of rooms available, various room rates, and furnishings, along with the various facilities existing in the hotel Edgar Dsouza Goa Receive and process reservation requests for future overnight accommodations. b) Reservation:

Answer

The Front Office function of a Hotel is to act as the public face of the hotel, primarily by greeting hotel patrons and checking in guests. It also provides assistance to guests during their stay, completes their accommodation, food and beverage accounts and receives payment from guests.

SEMESTER-I CORE I FRONT OFFICE OPERATION I Unit I 1.1 Definition of Hotel, 1.2 Introduction to Hotel Industry, 1.3 Classification of Hotels, 1.4 Introduction to Front office

1.5 Layout of Front office, 1.6 Organization chart of Front office, 1.7 Duties and Responsibilities of Front office staff. Unit II 2.1 Qualities of Front Office Staff, 2.2 Essential attributes of Front office staff, 2.3 Interrelationship with other department Co-ordination, Co-operation and Communication, 2.4 Bell desk Activities, 2.5 Organization structure of Bell Desk and their duties and responsibilities. Unit III 3.1 Front Office Equipment Manual System, Semi automatic system, Automatic system, 3.2 Types of Rooms 3.3 Types of Food Plan 3.4 Tariff Structure. Unit IV 4.1 Reservation, Modes & Sources of Reservation, 4.2 Requirement of efficient Reservation system Reservation diary, Room status Board, Whitney system, Instant Reservation, Reservation chart. 4.3 Reservation & Cancellation Procedure 4.4 Over booking policies, Group Reservation. Unit V 5.1 Registration Objectives, 5.2 Receiving and greeting the guest, 5.3 Selling Skills, 5.4 Basic Reception Procedure, 5.5 Types of Registers, 5.6 Flow of Registration Process and document generated in Registration Process, 5.7 Rooming Procedure for Walk-in and Reservation guest, 5.8 Group Arrival Procedure 5.9 Glossary of Front office terms. REFERENCE BOOKS 1. Sudhir Andrews Hotel Front Office Training Manual TMH PUB 2. Paul B white and Helen Beckley Hotel Reception Arnold Heinman Publication 3. Dr. Jagmohan Negi Grading and Classfication of Hotel, Tourism and Restaurant, Principles and Practices Kanishka publishers. ELECTIVE I ACCOMMODATION OPERATION I Unit I 1.1 Introduction 1.2 The role of House keeping in hospitality operation service offered. 1.3 Organization chart for a large, Medium and Small hotel 1.4 Duties and responsibility of house keeping staff Unit II Cleaning Equipments & Agents 2.1 Classification of cleaning equipments

2.2 Selection of cleaning equipments. 2.3 Storage, Distribution and Control of cleaning equipments. 2.4 Classification of cleaning agents. 2.5 Selection of cleaning agents. 2.6 Storage of cleaning agents. 2.7 Issuing of cleaning agents. Unit III 3.1 Maid service room. 3.2 Layout and essential features. 3.3 Organizing maid trolley. 3.4 Key & Key control. 3.5 Bed making procedure. 3.6 Preparing a Room report / Check list 3.7 Cleaning of different surfaces. Unit IV 4.1 Cleaning procedure for guest rooms (Vacant, Occupied, Check out, Evening service & second service) 4.2 Standard supplies Guest rooms, Bath rooms for VIP. 4.3 Types of registers and file maintained. 4.4 Records kept in floor linen room. 4.5 Par stock 4.6 Public area cleaning procedure. Unit V 5.1 Lost & Found procedure. 5.2 Lost and found registers. 5.3 Role of control desk 5.4 Guest special request register. 5.5 Attendance records. 5.6 Duty Rotas 5.7 Inventory control. REFERENCE BOOKS 1. Sudhir Andrews Hotel House Keeping Training manuel TMH Publication 2. Margarel Lennox Hotel, Hostel and Hospital House Keeping ELBS Publication ALLIED I FOOD SCIENCE AND NUTRITION Unit I Concepts of Food and Nutrition Definition of Food, Nutrition and Nutrients, Food groups, Functions of food to man. Balanced diet: Definition, meaning and importance Meal planning: Factors affecting, Meal planning Personal Hygiene, Kitchen hygiene and Food Hygiene Unit II Water: Importance, Water balance, deficiency of oral dehydrations Carbohydrates, Proteins and fat composition, classification, sources, functions and

requirements, digestion and absorption, excess and deficiency. Unit III Minerals: Calcium, Iron, sodium, Iodine-Functions, sources, daily requirements, excess and deficiency, digestion and absorption. Vitamins: Classifications, function, sources, daily requirements, excess and deficiency of vitamins A, D, E, K, C & B vitamins. Nutritional losses during cooking. Unit IV Food Quality: Definition, quality attributes and its measurements. Colours: Natural and Synthetic colours used in foods Flavour: Types of flavour and synthetic flavour intensifier Food adulteration and common food adulterants. Unit V Role of Micro-organism in food industry and food spoilage, Beneficial and harmful effects of microbial activity food poisoning and food inspections, Food standards in India. Preservation methods: Low temperature, High temperature REFERENCE BOOKS 1. Sri Lakshmi,B, Nutrition Science, New Age International Publishing Company Limited, 2002 2. Frezier, W.C, Food Microbiology, Mc Graw Hill Publications, New York, 4 th Edition, 1998. 3. Mahindra, S.N, Food Safety a techno legal analysis, Tata McGraw Company Publications, 2000. 4. Swaminathan, M, Advanced Text Book of Food and Nutrition, Vol. I & II, Bappes Publishing Company, 1996 SEMESTER -I PRACTICAL - I FRONT OFFICE OPERATION - I Students must be aware about the used of all the stationary in front office, taking reservation, cancellation and changes, processing reservation, telephone conversation, charts showing availability of room, practice on rooms management systems. Idea about reception, information, cash counters and activities, which take place in front office. Front desk courtesy-guest service hospitality-identification of various racks-identification of various performa and use of them concerning the arrival of V.I.P. individual and group, receiving and greeting the guest. PRACTICAL - II ACCOMMODATION OPERATION - I Identification of cleaning equipments, selection, use, mechanism and maintenance. Identification of cleaning agent. Bed making. Room inspection. Polishing(metals), Cleaning and polishing(wood, plastic, leather) Glass cleaning and polishing. Methods of cleaning (mopping, wet mopping, vacuum, sweeping, slambing). Visits:

Different types of hotels/accommodation sector to study-the various house keeping operation-room layout-system and procedures. SEMESTER-II CORE-II FOOD PRODUCTION AND PATTISERIE-I UNIT-I 1.1 Introduction to Cookery. 1.2 Attitude and Behaviors in the Kitchen. 1.3 Levels of Skill and experience. 1.4 Importance of Personal Hygiene. 1.5 Safety Procedure in handling of Equipments. 1.6 Kitchen Organization in various categories of Hotels. 1.7 Duties and Responsibilities of various Chefs. 1.8 Inter relationship with other Departments 1.9 Menu, Types of Menu and Menu Planning Principles 1.10 Kitchen equipments classification and their uses 1.11 Various kinds of fuels used in food production 1.12 Advantage and Disadvantages of each fuels using in kitchen. UNIT II 2.1 Aims and object of cooking food. 2.2 Various techniques used in the preparation of ingredients. 2.3 Characteristics of raw materials Salt, Liquid, Sweetening, Fats and Oils, Raising agent, Thickening agent, Flavoring and Seasoning. 2.4 Structure of Egg, Storage, Selection and their uses. 2.5 Texture and Various types. 2.6 Methods of cooking Roasting, Grilling, Frying, Baking, Poaching, Boiling. 2.7 Principles of each methods of cooking. 2.8 Care and precautions to be taken with each methods. UNIT III 3.1 Introduction of vegetables and classification. 3.2 Various cuts of vegetables. 3.3 Classification of fruits and uses of fruits in cookery. 3.4 Salad, Types of salad and dressing types and uses. 3.5 Stock preparation and uses of stock. 3.6 Care and Precautions in stock making. 3.7 Classification of soups and accompaniments for soups. 3.8 Classification of sauces and recipes for mother sauces, derivatives. UNIT IV 4.1 Introduction of meat cookery, Selection and Cuts of Beef / Veal / Lamb / Mutton and their uses. 4.2 Pork selection cuts of pork and their uses / Ham, Bacon sausages. 4.3 Classification of Chicken, Selection and cuts of chicken, uses. 4.4 Classification of fish with examples, storage, cooking, selection of fish and shellfish and cuts of fish. 4.5 Introduction of Rice, Cereals and pulses and variety of rice and other cereals, 4.6 Introduction of milk, processing, pasteurization, homogenization and types of milk,

skimmed and condensed. 4.7 Cream, uses and types of cream. 4.8 Classification of cheese, cooking, uses and processing. 4.9 Basic masalas used in food production and composition. UNIT V 5.1 Layout of Bakery. 5.2 Introduction to bakery. 5.3 Classification of bakery equipments. 5.4 Identification and handling of raw materials used in bakery. 5.5 Various techniques used in the preparation of ingredients. 5.5 General menu related Bakery. REFERENCE BOOKS 1. Krishna Arora Theory of Catering Frank Bros and publications limited 2. Thangam E. Philip Modern Cookery for Teaching and Trade Vol-I Macmillan publication. 3. R. Kihton, Cesarani Theory of Catering ELBS Edition. ELECTIVE-II FOOD AND BEVERAGE SERVICE I UNIT I 1.1 Types of F & B Operation. - Commercial (Residential & Non Residential) - Non Commercial (Industrial, Institutional, Hospital & Armed Force canteen). - Transport Catering (Air, Road, Rail and Sea) 1.2 Types of F & B Outlets - Restaurant, Specialty Restaurant, Coffee Shop, Banquets, Room Service, Discotheque, Night Club, Bar, Out door catering, Fast food outlets, Take away, Drive in Restaurant etc. UNIT II 2.1 Organization chart of F&B Department (Restaurant, Banquet, Room Service & Bar) 2.2 Duties and Responsibilities of F&B staff. 2.3 Basic Etiquettes for Restaurant staff. 2.4 Attributes of Good Waiter. 2.5 Ancillary Departments (Pantry, Still Room, Stores Linen) 2.6 Kitchen Stewarding (Wash-up, Dish Washing Methods Manual & Machine) UNIT III 3.1 Criteria for selection & requirement of equipments. 3.2 Tableware Flatware, Cutlery, Hollowware (Silver & Stainless steel) 3.3. Sizes of Tableware. 3.4 Linen used in service and their sizes. 3.5 Furnitures used in service area and their sizes 3.6 Glassware and sizes. 3.7 Chinaware and sizes. 3.8 Silver cleaning methods. UNIT IV 4.1 Origin of menu, Menu planning consideration and constraints. 4.2 Types of Menu. 4.3 French classical menu. (Compiling with Accompaniments & Cover)

4.4 Types of Meals. - Indian, English, American & Continental Breakfast, Brunch, Lunch, High Tea, Dinner & Supper. 4.5 Types / Methods of Service 4.6 Table manners used in restaurant. UNIT V 5.1 Classification of Beverages (Alcoholic and Non alcoholic) 5.2 Non-alcoholic beverages Tea, Types of Tea, Coffee, Types of Coffee, Juices, Soft drinks, Mineral & Tonic water. 5.3 Simple Control system F&B Control cycle. 5.4 KOT Procedure. (Single Carbon, Duplicate and Triplicate system) REFERENCE BOOKS 1. Dennis R. Lillicarp, John A Cousins - Food and Beverage Service ELBS Edition 2. Sudhir Andrews Food and Beverage Training Manual TMH publication. ALLIED-II PRINCIPLES OF TOURISM UNIT I Introduction to tourism. Classification of travelers. Factors influencing the growth of tourism Types of tourism. Basic components of tourism. UNIT 2 2.1 Elements of tourism. 2.2 Positive and Negative impacts of tourism. 2.3 Activities of Department of tourism. 2.4 Economic impact of tourism. 2.5 Geographical Components of Tourism. UNIT 3 3.1 Indian cultural Heritage Religions, Belief and their Practices. 3.2 Musics in India. 3.3 Dances in India Classical and Folk Dances. 3.4 Fairs and Festivals in India. 3.5 Population status and Regional Languages in India. UNIT 4 4.1 Tourism Planning & Importance in planning, Steps in planning. 4.2 Planning Process. 4.3 Management levels & skills. 4.4 The role of Manager. 4.5 Forms of Organization. UNIT 5 5.1 International Cooperation and Collaboration. 5.2 Job Design. 5.3 Job Analysis. 5.4 Job Description 5.5 Organization chart of the Department of tourism in India.

REFERENCE BOOKS 1. Akshay Kumar Tourism Management. 2. P.N.Seth Tourism Management. 3. Gun Clare Tourism Planning. 4. Kishore Dance of India. 5. Chitralekh Singh Hindus Festival and Fairs and Fasts SEMESTER-II PRACTICALS - III FOOD PRODUCTION AND PATISSERIE - I INTRODUCTION TO COOKERY Demonstration and simple application by students 1. Identification of vegetables-varieties of vegetables, classification, cuts of vegetables, methods of cooking vegetables. 2. Preparation of stock-white, brown, fish stock. 3. Preparation of sauces. 4. Preparation of soups. 5. Preparation of variety of egg dishes. 6. Identification and preparation of fish-preparation of simple fish dishes. 7. Identification and preparation of poultry-preparation of simple dishes. 8. Identification and preparation of meat-preparation of basic cuts. 9. Identification of varieties of rice cereals and pulses. Preparation of simple preparation such as boiled rice(draining and absorption method). Pulaos-simple various dal preparation-indian breads. Practical classes to incorporate simple menus both Indian and continentals comprising of following dishes. Soups: cream-vegetable, spinach, tomato, green peas consomm with granishes like royale, Carmen, madrilne, Celestine. Fish: fishorly, Colbert, menuniere, poached fish, grilled fish, baked fish such as Florentine, mornay, portugaise. Entrees: lambstew, hamburger, shepherds pie, roast chicken beef/leg of lamb, grilled steak, lamb, pork chops. Potato: all basic preparations. Vegetables: Boiled vegetables: cabbage, cauliflower, beans. Glazed vegetables: carrot, raddish, turnip Friend vegetables: aubergine Stewed vegetables: courge, provencale baked beans, ratatouille. Brasised vegetables: onion, leeks, cabbage. Salads: basic simple salads and dressings coleslaw, Russian salad, salad nicoise, potato salad, beetroot salad, fruit salad, carrot and celery, waldorf salad. Indian rice: Dishes such as a jeera pulao, vegetable pulao, lime rice, alugobikitchadi, kitchidi. Indian breads: chappathis, poories, paratha, missiroti, phulku. Indian meet/chicken dishes: khorma, safedmas, baffat, shahjehani, jalfrazie, rogini chicken, tandoori chicken. Vegetables preparation: salads, raitas, foogath, thoran, bhajee, bjujjia, cuchumber. Bakery and pattiserie: bread making preparation of simple enriched breads recipes. Bread

loaf, bread rolls, French bread, brioche simple cakes preparation of simple cake recipes, sponge, genoise, fatless, swiss roll, fruit cake, rich cake, mederia. Pastry: preparation of dishes using variety of pastry, shortcrust-jam tart. Turnover, laminated-palmiers, kharabiscuits, Danish, cream horns, choux paste, eelairs, profitroles. Simple cookies: preparation of simple cookies like nankhatai, golden goodies, melting moments, swisstart, chocolate chip cookies, chocolate fingers. Cold sweets: preparations of cold sweet-honey comb, butterscotch sponge, coffe mousse, lemon sponage, chocolate mousse, lemon souffl, trifle. Hot sweets: preparation of hot sweets, bread and butter pudding, caramel custard, albert pudding Christmas pudding. Indian sweets: preparation of simple dishes_kheer, gajjar halwa, sheera, gulab jamun, Indian snacks- dhoka, uppuma, vada, samosa, pattice, pakhoras. PRACTICAL - IV FOOD AND BEVERAGE SERVICE - I 1. Familiarization of equipments having various types of knives, forks, spoons etc. 2. Methods of cleaning, silver ware-arrangements of side boards. 3. Laying a table cloth-relaying a table cloth. 4. Mis-en-scence-Mis-en-place 5. laying up of various meals and menus-compiling simple menus. 6. Different types of napkin folds (lunch dinners, breakfast) 7. Laying cover-service of different types of foods-cleaning & holding plates and cutleries-changing ash try. 8.Receiving guest procedure-taking F&B orders. 9.Service of non-alcoholic beverages-tea-coffee-milk based drinks-aerated waterjuicesmineral water-non-alcoholic mixed drinks. SEMESTER III CORE III HOTEL FRENCH Unit I Introduction to the languages The letter of alphabet and their pronunciation Different accents used in written French Self-introduction Name, Age, Nationality, Profession, etc Presenting and introducing another person Greeting How to reply to greetings. Unit II Countries and their nationalities Fruits, Vegetables, Meat, Egg, Fish, Etc.Utensils used in Kitchen and Restaurant Personnels in Hotel, Restaurant and Kitchen (Specialisation from English to French term). Unit III Members of the family Numerical from 1 to 100 The time of the day Unit IV Conversation related to Restaurant, front desk Dialogue between Receptionist and guest Dialogue between waiter and guest. Unit V Menu items in French term for Breakfast, Lunch and Dinner - Compilation of French menu for Breakfast, Lunch and Dinner culinary terms in French French

to English English to French. (N:B) The prescribed pattern should be followed in setting up the question paper for Hotel French (Refer Question Paper Pattern) REFERENCE BOOKS 1. Rajeswari Chandrasekar, Rekha Hangal, Chitra Krishnan A Votre Service 1- General Book Deport, 1691, Delhi 2. S. Bhattacharaya French for Hotel Management and Tourism Frank Bros and Co. publishers limited. SKILLED BASED ELECTIVE-I ACCOMMODATION OPERATION II Unit I Hotel Linen 1.1 Classification of Linen 1.2 Items classified as bed and bath linen, their sizes 1.3 Items classified as table linen, their sizes 1.4 Selection criteria for the linen items (bed sheets, pillow cases, towels and bathmats, table cloth serviettes.) 1.5 Selection criteria and calculating materials required for soft furnishing (Curtains, bed spreads, upholstery and cushions). Unit II Linen Room 2.1 Activities of Linen Room 2.2 Layout and equipment used in Linen Room 2.3 Linen Room Staff 2.4 Recycling of Linen 2.5 Marking and Monogamming Unit III Uniforms, Seweing Room, Laundry 3.1 Uniform Advantages to management and employees 3.2 Uniform items 3.3 No. of sets given to Employees 3.4 Issuing Storage and Laundering procedure & Records 3.5 Selection and designing 3.6 Layout of uniform room and duties of uniform room staff 3.7 Sewing room Activities and area provided 3.8 Sewing room equipment used 3.9 Laundry Commercial and On-site laundry 3.10 Duties and responsibilities of laundry staff 3.11 Flow process of Industrial Laundering 3.12 Role of laundry agents 3.13 Equipment, layout and planning and laundry 3.14 Guest laundry/valet services 3.15 Dry cleaning. Unit IV 4.1 Classification of fibres 4.2 Common fabrics made from fibres 4.3 Point to be considered during selection of fabrics 4.4 Stain removal-general rules to be allowed

4.5 Classification of stains 4.6 General rules- specific agents used for removal of above stains. Unit V Flower Arrangement / Pest Control Flower arrangement purpose Equipment and material required Conditioning of plant material Style of flower arrangement Priciples of flower arrangement Special decoration occasions for special decoration Material used and cost incurred Them decorations (Suspended, Floor ,Wall ,Centerpieces) Definition of pests and controls 5.10 Areas of infestation 5.11. Prevention and control of Pests 5.12. Responsibility of house keeping in Pest Control. REFERENCE BOOKS 1. Margarat Lennox & Joan C Branson Hotel, Hostel and Hospital Housekeeping ELBS 2. Medelin Schnelder & Georgenta The Professional House Keeper ALLIED-III FINANCIAL AND MANAGEMENT ACCOUNTING Unit I Accounting Definition of Accounting and Book keeping Concept and conventions Preparation of trading, profit and loss account and balance sheet (simple problems only) Unit II Costing Types of cost Break Even Point (B.E.P) P.V. Ratio Margins of safety and decision makings. Unit III Financial statement analysis Fund flow and cash flow statement (problems) Unit IV Budget and Budgetary control principles methods types of budget (problems) Unit V Food and Beverage Accounts cost concept Nature of food and beverage business recipe costing Menu costing and cost sheet. Classification of department based on revenue sales, records and control of revenue producing department. Uniform system of accounting operation ratios. Room occupancy percentage Bed occupancy percentage Double occupancy percentage Percentage of food & beverage sales Room sales percentage of other income to room sales seat turnover and average spending power average rate/per guest. REFERENCE BOOKS 1. R.L. Gupta Advance Accounting 2. R.K. Sharma Management Accounting Sultan and Sons publication 3. Ramachandran and Srinivasan Management Accounting NON MAJOR ELECTIVE- I

PRINCIPLES OF BAKERY UNIT- I Baking principle, role of ingredient in baking, major ingredient wheat flour types of wheat, principle of flour milling. Flour types of flour. Function and behaviour of flour component in dough, gluten, flour and dough. UNIT- II Other ingredients and their function in baking. Sugar- sources, types, function of sugar and role in baking. Shortening agent - nature of fat, types, functions and characteristics. Shortening value, plasticity, leaving agent definition, physical, chemical and eggs structure, egg foams and their role in bakery. UNIT- III Baking process basic concepts, batch/continuous dough mixing, dividing, moulding, panning, proofing, baking, qualitative changes during different unit operations. UNIT- IV Major and minor equipment used in bakery, plan for a bakery unit maintenance of sanitation and hygiene in bakery unit. UNIT- V Method of preparing variety of baked products bread and bread rolls, biscuit, cake, cookies, pastries. Variety of icings, souffl and meringue. REFERENCE: 1. Matz, S.A (1989), Technology for the materials of baking, Elsevier science publishers, England. 2. Helen charley (1982), Food science, New York, John Wiley & Sons. 3. Debeys bakery, wheat associates of India, 1979 4. Varghese, Theory of cookery, New age international, New Delhi, 2001. SEMESTER III PRACTICAL-V ACCOMMODATION OPERATION II 01. Identification of Table linen, Room linen and Bath linen Selection use, care and maintenance. 02. Procedure for exchange of linen from linen store Floor pantry Laundry. 03 Laundry Basic Principles In house Laundry service procedure 04. Stain removal identification of stains Cleaning agents used for removal of stains practice on removal of stains selection of cleaning agent-General principles. 05 Flower arrangement-Basic principles. Conditioning of plant materials - Styles of flower arrangement Theme decorations 06 Pest control Identification of various pests Areas of infestation Prevention and control procedure. PRACTICAL VI HOTEL ENGINEERING

To get student acquainted with: Tools: Plier, Screw Driver, Spanner, Fixed ring box and adjustable spanner Cutters: Nose pilar, Punch, Hammer Tester, Pipe Wrench die set, Chiseler, saw Accessories: Electricals: Electrical Switches (Different type) socket, two pins, three pin plugs, 5 amp & 15 amp multiple plugs. Fuses: Re wireable, HRC cartridge type. Miniature circuit type breaker, bulb holder, adaptor, connector, ceiling rose, rose round block thermostat, wires, earthing wire. Plumbing System: GI Pipes, Coupling elbow, nipple, reducer, union Plug, bottle traps, PVC valves, connector, stopcock, bib cock tap, pillar tap, waste tap, sink, wash basin, flush valves, flushing cisterns (Plunger type, bell type) float valve. Materials: Galvanised Iron, aluminum stainless steel, mild steel, cast iron, porcelain fiber glass, PVC, granite, Kadappa stone, Kota Stone, As-bestos, Marble, rubber, bakelite, laminated sheets, viner, sun control films, mosaic glazed tiles, brass and copper plates, black and white cement. SEMESTER-IV CORE IV FOOD PRODUCTION AND PATISSERIE II Unit I Regional Cooking 1.1 Introduction to Regional cooking 1.2 Factors affecting eating habits 1.3 Heritage of Indian Cuisine 1.4 Differentiation of Regional Cuisine Unit II Cooking From Different states Under 2.1 Geographic location 2.2 Historical background 2.3 Availability of raw material 2.4 Equipment and Fuel 2.5 Staple diet 2.6 Specially Cuisine 2.7 Food prepared for festival and occasions 2.8 Indian breads, Indian Snacks and Indian Sweets States to be covered a) Kashmir g) Maharastra b) Punjab h) Goa c) Uttar Pradesh i) Kerala d) Rajastan j) Tamil Nadu e) Gujarat k) Karnataka f) Madhyapradesh l) Andhra Pradesh Unit III Quantity Food Production 3.1 Equipment used Classification, List of manufacturers Care and maintenance Modern development in equipment manufacture. 3.2 Menu Planning Basic principles Special emphasis of quantity food preparation Planning of menus for various categories such as School/College students Industrial workers, Hospitals, Canteens out-door parties, Theme dinners, Transport mobile catering.

Unit IV Identing Costing Purchasing 4.1 Principles of Indenting 4.2 Quantities and portions for bulk production 4.3 Food costing 4.4 Food cost control 4.5 Importance and relevance of food costing 4.6 Purchasing system 4.7 Purchasing specification 4.8 Storage Unit V Quantity Food Production Volume Feeding 5.1 Types of institutional catering Menu planning for institutional catering Scope of growth 5.2 Industrial catering types purchasing techniques 5.3 Hospital catering Diet menus Importance of hygiene 5.4 Off-premises catering Hiring of equipment menu planning Theme parties concept of central production unit REFERENCE BOOKS 1. V.C. Crusius Quantitative Food Management Surjeet publications 2. Indersingh Kolra & Pradeep Das Gupta - Cooking with Indian Masters Allied publishers. 3. Vimala Patel Festival Cook Book - India Book House Mumbai SKILLED BASED ELECTIVE-II FOOD AND BEVERAGE SERVICE II Unit I Alcoholic Beverages 1.1 Alcoholic Beverages Introduction 1.2 Classification 1.3 Production Unit II Wines 2.1 Introduction and Definition 2.2 Classification of wines 2.3 Definition and production of each category 2.4 Wine producing countries of the world including India 2.5 Principle wine region of France, Germany, Italy, Spain etc. 2.6 Food and wine combination 2.7 Storage of wine 2.8 Service of wine Unit III Beer 3.1 Introduction and Definition 3.2 Types of Beer 3.3 Definition and production of Each type 3.4 Storage 3.5 Services of Beer 3.5.1 Bottled and canned beer 3.5.2 Draught beer Unit IV Sprits 4.1.0 Introduction and definition

4.1.1 Production of spirit 4.1.2 Pot skill method 4.1.3 Patent skill method 4.2 Production of Whisky 4.3 Production of Rum 4.4 Production of Gin 4.5 Production of Brandy 4.6 Production of Vodka 4.7 Production of Tequila 4.8 Production of Other spirits 4.9 Services Unit V Liqueurs 5.1 Definition, history in brief 5.2 Production 5.3 Categories 5.4.0 Cocktails 5.4.1 Classification 5.4.2 Cocktail bar equipment 5.4.3. Preparation and services of cocktail 5.4.4 Mock tails 5.4.5 Specialty Coffees Glossary of Terms 5.5.1 Terms related to Alcoholic Beverages 5.5.2 Menu Terminology REFERENCE BOOKS 1. Andrew Durkan & John cousins The Beverage Book Hodder & Stoughton 2. Sylvia Meyer, Eddy Schmid Professional Table service Van nostrad Reinhold ( a division of Internationl Thmson publishing INC) 3. Sudhir Andrews Food and Beverage Service Training Manual TMH ALLIED - IV APPLICATION OF COMPUTER-I UNIT-I Introduction to computers: Introduction Types of Computers Characteristics of computers Generation of Computers Classification of digital Computers Programming Languages: Machine Languages, Assembly level Languages and high level Languages. UNIT II Elements of computers Block diagram of computer components o computer central processing unit Input and output Device Storage devices and memory device. UNIT III Introduction to windows log on / off to windows start menu / program / taskbar/toolbar/Elements of Desktop/windows explorer Directory: creation/ Moving /deleting /rename Auto start. UNIT IV M S Word : Introduction to word Formatting text and documents

working with leaders ,footers and foot notes tabs, tables and sorting menus-mail merge. UNIT V M S Excel: Introduction to Excel Rearranging worksheets formatting work sheets functions Excels chart features working with Graphics. REFERENCE BOOKS 1. Stephen L. Nelson Office 2000 complete reference BPB 2. Jeyce Cox, pullin Urban Quick course in Micro Soft Office NON MAJOR ELECTIVE -II RESTAURANT MANAGEMENT UNIT I 1.1 Introduction to hotel industry. 1.2 Types of catering establishment. 1.3 Layout of Restaurant. 1.4 Organization chart of restaurant. 1.5 Duties and Responsibilities of Restaurant staff. UNIT II 2.1 Classification of restaurant equipment Linen, Furniture, Chinaware & Glassware. 2.2 Selection criteria for restaurant of restaurant equipment. 2.3 Identification of cutleries, crockerys, and glasswares. 2.4 Types of meals. 2.5 Types of menu. UNIT III 3.1 Types of F&B Outlets Restaurant, coffee shop, Banquet, Bar, Out Door catering, Night club, Discotheque, Cafeteria, Grill Room and Room service. 3.2 Ancillary Department Food pick up areas, Stores linen room and Kitchen stewarding. 3.3 Table manners used in restaurant. UNIT IV 4.1 Origin of menu. 4.2 General points for menu planning. 4.3 Factors affecting menu planning. 4.4 French classical menu - cover and accompaniment. 4.5 Compiling 3 course and 4 course menu. UNIT V 5.1 Bar definition, Area and bar layout. 5.2 Types of Bar. 5.3 Organization chart of Bar. 5.4 Duties and Responsibilities of Bar staff. 5.5 Classification of Beverages. REFERENCE BOOKS 2. Dennis R. Lillicarp, John A Cousins - Food and Beverage Service ELBS Edition 2. Sudhir Andrews Food and Beverage Training Manual TMH publication. SEMESTER-IV PRACTICAL VII

FOOD PRODUCTION AND PATISSERIE II Objective: The objective is to train the student in producing food in large quantities in a set time and adapting recipes to quantity food production. Dishes should represent all parts of India with emphasis on dishes of Regions / State. To formulate 20 sets of menu from the following dishes and to include more dishes from the respective regions. RAJASTHAN & LUCKNOW Rice Indian Bread Main Course Accompaniment Sweet Aluki Tehari Sheermal Dhakai Paratha Mooli Ka Saag Murg Ka Soola Achar Gosht, Mas Ke Sule, Safed Maas, Lal Mass Makkai Ka Soweta GUJARAT Bhat, Brown, Rice, Vangharelo Bhat Methi Thepla, Poories, Bhakri Makai Mu Shaak, Patrani, Macchi, Fish, Patia, Salli Murg, Oondhiya, Dhansak Sarki, Dhokia, Gujurati Dal, Osaman, LasunkiChutney Doodhpak Shriknand Mohanthal Jallebi SOUTH INDIA (TAMIL NADU, KARNATAKA, KERALA) Boiled Rice, Lime Rice,

Tamarind Rice, Coconut Rice Dosa, Appam, Malabari, Paratha, Chappathy, Poori Meen Poriyal, Earchi, Poriyal Meen Moilee, Chicken Chettinad, Kozhi Varutha kari, Mulugutwawnny Curry Sambar, Thoran, Kottu, Ingi Curry, Olan, Kalan, Rasa,m, Avial, Pumpki, Erussery Palpayasam, Parupu Payasam, Pradhaman, Jangiri GOA Prawn Pulao Boiled Rice Sanna Pav Prawn/Chicken / Mutton Vindaloo, Zacounti, Prawn Balchao, Fish Caldeen, Pork, Sorpotel, Goan, Fish Curry Beans Foogath, Turdal Sorak, Cashew Potato Curry Bibinca, Dodol, Dos

HYDERABAD Sofyani Biryani, Nawabi Tarkari, Hydrabad Biryani Yakni Pulaso Naan Moghlai Paratha Mutton Biryani, Methi Murg Jala Ghost, Do Piyaza, Dalcha Dalcha, Haleem Nihari, Shikampur Tomato Kut, Mirchi Ka Salan, Bagara Baigan Double Ke meeta Gille Firdose. MAHARASTRA Masala Bhat, Moongdal Kitchedi, Tomato Bhat, Kheema Pulao Poories Kolhpuri Mutton Masalyachi Vangi Koshimbir, Amit Tomato Saar, Usal, Batat achi Bhajee, Khaman Kakadi, Pakoda Kadhi. Coconut Poli, Besan Ladoo,

Basundi, Karanjia BENGAL Bhat, Brown Rice, Vangharelo Bhat Methi Thelpa Poories, Bhakri Makai Mu Shaakm Patrani Macchi, Fish Patia, Salli Murg, Oondhiya Chansak Sakri Dhokia Khandri Osaman Lasun ni Chutney Doodhpak Shrikhand Mohanthal Jallebi PUNJAB / KASHMIR Yakni Pulao Nan Tandoori Roti Tandoori Makkai Ki Roti, Bhatura Kheema, Paratha Laccha Baigan Ka Burta Machli Armritsari, Tandoori, Murg, Murg Tikka, Shammi Kabab, Moghlai Saag, Rogan Josh, Dhaniwal Khorma Aloo Gobi,

Masaledari, Karele, Punjratni Dal, Peshawari Chole, Pudina Chutney, Dal Amristar, Panir Chaat; Punjabi Lobia, Aam Ka Panna, Sarson Ka Rabdi, Phirnee Gajjar Ka halwa, Shahi Tukre, Kesari Kheer. Saag PRACTICAL VIII FOOD AND BEVERAGE SERVICE II 1. Writing Menu in French with wines 2. Laying the table (Recapitulation first year linking backwards) 3. Taking order of wine 4. Wine List 5. Writing Orders 6. Services of wine White and Rose 7. Redwine and Redwine in Basket 8. Decanting Wines 9. Sparkling Wines Champagne 10. Taking Order of Spirits 11. Taking Order for alcoholic beverages 12. Services of Spirit - Whisky neat-on the Rocks, Long drink - Brandy neat-on the Rocks, Long drink - Vodka neat Long drink - Gin neat Long drink - Cocktails and mixed drink - Taking order for Cocktails - Preparation of Cocktails 13. Service of Aperitif Service of Liqueurs Service of Beer 14. Service of Regional dishes 15. Service of Alcoholic beverages in Rooms PRACTICAL IX APPLICATION OF COMPUTER -I Windows Introduction Start menu / Programs / Control Panel Types of files Opening

and closing of windows Shut down / Reboot/ Logoff usage of task bar / tool Bar / Windows Explorer / My computer / Calculator / word pad run / search / paint Cut / Copy / Paste / Move formation of Floppy Directory Folder : Creation / Deleting/ Rename / Move Disc utilities Internet Explorer Printer installation printing and scanning of document writing and rewriting to compact disc usage of various kings of memory device. M.S. Word Introduction to work formatting text and Documents Working with Headers, Footers and footnotes Tabs, Tables and Sorting Working with Graphics, Templates, Wingers and Sample documents Writers tools Macros, Custom toolbars, Keyboards, Shortcuts and Menus Mail merge. M.S. Excel Introduction to excel Rearranging worksheets Formatting worksheets Functions Excels chart features working with Graphics in Excel. Excels command Macros using worksheets as Databases Automating What is Projects. SEMESTER-V CORE V FRONT OFFICE MANAGEMENT Unit I Advance Front Office Operation Lobby: Stages of guest contract with the hotel (pre arrival, during their stay departure. Procedure for left luggage, scanty baggage and safe deposit facilities. Guest mail handling Handling of complaints Paging Bell Desk: Layout Job description of bell captain, bellboy functions of bell desk. Errand card Wake up call Procedure Telephone: Importance of telephone service Qualities of good telephone operator Equipment in use (PBX, PABX, EPABX) Various Registers in use Type of calls Telephone manner, Fax procedure E-mail. Information: Mail handling Message handling Handling enquiries Local information, Information about tourist places, Information about hotel. Unit II Guest Accounting Guest Accounting System Types of guest accounting Flow of guest accounting process Document generated. Various operating modes nonautomated, semi automated, fully automated guest accounting. Job description of front office cashier, Records and Ledgers maintained by cashier Visitors tabular ledger, guest weekly bill, allowance voucher, visitors paid out, taxes, Foreign currency encashment, Credit card, Charge slip, Telephone Voucher, Cashier report, Petty cash Voucher Float Cashiers summary sheet. Way of settling bills. Unit III Night auditing:

Functions of Night auditing Job description of night auditor Cross checking, Credit monitoring & verify no show & Cancellation. Night audit process preparing night auditing report. Unit IV Planning Front Office Operation Forecasting room availability useful forecasting datas Percentage of walk ins, Percentage of over stay, Percentage of under stay, Formula for fore casting, Budgeting for operation, Forecasting Room revenue, Estimating expenses, Refining budget plans. Unit V Evaluating Front Office Operation. Daily operation Report Occupancy Rate, Occupancy Percentage, Average Daily rate, Average rate per guest. Yield Management Concept of yield management Measuring Yield Using yield management Potential average for single & Double room rate. Multiple occupancy percentage Rate spread Potential average rate Room rate achievement factor Equivalent occupancy. REFERENCE BOOKS 1. Bhatnagar Front management Franc Bros & Co., Ltd., 2. Michael. L. Kasavana Managing Front Office operation AHMA 3. Peter Abbott and Sue Lawrcy Front Office procedure, social skills, yield and Management Butterworth Heinman 4. Dr. Jegmohan Negi Grading and classefication of Hotel, Tourism, Resort & Restaurant, principles & practices Kanishka publishers CORE VI ACCOMMODATION MANAGEMENT Unit I Planning and Organizing the H.K.D Area, inventory list Frequency schedule Performance and productivity standards Time and motion study Standard operating manual Job procedure Job allocation and work schedule Calculating staff strength and planning duty rosters Training in the H.K.D. Performance appraisal Selection of cleaning equipment and Agents Inventory level for non recycled items. Unit II Budget and Budgetary control The budget process planning capital budget, planning operating budget. Operating budget controlling expenses Income statement Purchasing system methods of buying, stock records Issuing and control. Unit III Contract Services Types of contract services guidelines for hiring contract services Advantages and disadvantages of contract services. Safety and Security Safety awareness and Accident prevention Fire safety and fire fighting equipment First Aid key and key control Crime prevention, Dealing with emergency situation.

Unit IV Interior Decoration Element of Design Colour and it is role in Dcor-Lighting and Lighting fixtures Floor finishes Carpets Furniture and Fittings Accessories. Unit V Layout of Guest Rooms Refurbishing and Redecoration Size of room, Sizes of furniture, Furniture arrangement Principles of design, colour harmony and colour schemes. REFERENCE BOOKS 1. David M. Allen Accommodation & Cleaning Service Vol-I & Vol-II 2. Robert Christymill Manageing Lodging Operation School of Hotel Restaurant Management, University of Denver. CORE VII FOOD AND BEVERAGE MANAGEMENT Unit I Introduction to cost Control: - Objective and advantage of cost control Purchasing control Purchasing control Aims of purchasing policy Job description of purchase manager and personnel Food quality factors for different commodities Definition of field Test to arrive at standard field Definition of standard purchase specification Advantages of standard field and standard purchasing specification Advantages of standard field and standard purchasing specification p purchasing procedure Different methods of purchasing Purchasing by contact periodical purchasing open market purchasing standing order purchasing Centralized purchasing methods of Purchasing in hotels Purchase order forms Ordering Cost Carrying cost Economic Purchasing problems Sources of supply. Unit II Aims of receiving Job description of receiving clerk / personnel Equipment required for receiving. Document by the supplier Delivery notes including format Bills / Invoices Credit notes Statement. Records maintained in the Receiving Department Goods received book Daily receiving report meat tags. Receiving procedure Blind receiving Storing control Aim of store control Job description of food store room clerk Conditions of facilities and equipment Location of storage facilities Security Stock control Two types of food received Direct stores (Perishables/Non Perishables) Stock records maintained Bin card Stock record cards/ books. Issuing control Requisition Transfer notes Perpetual inventory Stock taking pricing of Commodities. Stock taking and comparison of actual physical inventory and book value. Unit III Production control and Beverage ControlAim of Production control Forecasting

Fixing of Standard Definition of Standard quantity Standard purchase specification Definition and objectives Standard portion Size Various equipment used. Menu Merchandising Menu control Menu structure Menu Planning Pricing of menus Types of menu Menu as marketing level Menu layout Constraints of menu planning. Duties of chef de cuisine Records maintained by chef Issue analysis sheet Hygiene and cleanliness Sanitary requirement Garbage disposal. Beverage Control Purchasing Receiving Storing Issuing Production control. Standard recipe Standard portion size Bar frauds Books maintained. Beverage control. Unit IV Sales control Budgetary control and Labour cost control Sales control Determining sales price Calculation of selling price Factors to be considered while fixing selling price Matching the cost with sales Billing procedure Cash and credit sales Cashiers sales summary sheet Budgetary control definition of budget and budgetary control Objectives Frame work Key factors Types of budgets Master budget Budgetary control Labour cost control Staffing payroll overtime. Unit V Advertising, Promoting, Merchandising Food and Beverage Guest handling special occasion Advertising promoting- merchandising food and beverage overview identifying the media Layout and design of advertisement highlighting the message Target audience food and wine display promoting room service Telephone selling Persuasive and suggestive selling. Guest handling Identifying guest needs Maintaining guest history card and records Effective public relationship Effective social skills personalization. Special occasions Type of special occasions Creativity and Innovation Special menu Planning Co-ordinating the activities. REFERENCE BOOKS 1. Costas Katsigris, Mary Porter, Chris Thomson The Bar & The Beverage Book Johnwiley & Sons INC 2. Dr. Jagmohan Negi Professional Food & Beverage Management 3. Bernad Daris and Sally Stone Food & Beverage Management ELBS 4. Brian Verghese Professional Food & Beverage Management Franc Bros & Co. Ltd SKILLED BASED ELECTIVE - III TRAVEL MANAGEMENT UNIT I 1:1 INTRODUCTION OF OBJECTIVES 1:2 GUIDELINES TO SET TRAVEL AGENCY 1:3 SOURCE OF INCOME 1:4 FUNCTION OF TRAVEL AGENCY 1:5 TRAVEL ORGANIZATIONS

UNIT II 2:1 TICKETING INFORMATION 2:2 TRAVEL DOCUMENT & FORMALITIES 2:3 IATA FUNCTIONS ROLE 2:4 UFTAA FUNCTIONS ROLE 2:5 MODE OF TRANSPORTS UNIT III TOUR OPERATOR 3:1 ITINERARY PREPARATION 3:2 PRODUCING / SELLING INCLUSIVE TOURS POLICIES & PRACTICES 3:3 PUBLIC SELECTION OFFICER ROLE &QUALITIES 3:4 BASIC TOOLS FOR WRITING TOURISM 3:5 TECHNIQUES OF PRO IN TOURISM UNIT IV PERSONALITY DEVELOPMENT 4:1 PSYCHOLOGICAL APPROACH 4:2 BODY LANGUAGE 4:3 PHYSICAL ASPECTS 4:4 MANNERS AND BEHAVIOUR 4:5 APTITUDE & ETHICS UNIT V TOURISM ORGANIZATION 5:1 MODE OF PAYMENT TO VARIOUS AIRLINES 5:2 TRAI FUNCTION 5:3 FHRAI FUNCTION 5:4 WATA FUNCTION 5:5 UFTAA FUNCTION REFERENCE: 1. Tourism Development Principles & Practices A.K Bhatia, Sterling Publishers pvt ltd, New Delhi. 2. Tourism Marketing S M Jha, Himalaya Publishing House, New Delhi 3. Travel Management U Bala ,New Delhi SKILLED BASED ELECTIVE IV HUMAN RESOURCE MANAGEMENT Unit I Evolution of personnel Management Role Organisational set up of personnel Department Difference between personnel management and Human Resources Management Importance of H.R.M. in Indian Organisation. Unit II Manpower planning Job Analysis Man power forecasting Recruitment, Selection, Training and development Induction Placement. Unit III Wages and Salary Administration factors of wages and salary job Evaluation and it is techniques. Unit IV

Industrial Relation Collective bargaining Workers participation in Management Unit V Labour Welfare Measures Voluntary and Statutory Measures Accidents and Safety Voluntary Retrenchment Scheme (V.R.S) Retention Strategy. REFERENCE BOOKS 1. J. Jayasankar Human Resource Management Margham publication 2. G.K. Basotia & Kaushal Kumar - Human Resource Management ABD publications SEMESTER-V PRACTICAL X FRONT OFFICE OPERATION II 1. Front Desk Courtesy 2. Guest Service Hospitality 3. Identification of Various Racks 4. Identification of various performs and use of them concerning the arrival of V.I.P. Individual and Group, Receiving and greeting the guest. 5. Practice on preparation and departure procedure 6. Practice on bill compilation, presentation and settlement procedure 7. Handling of credit card procedure 8. Handling of mails and messages 9. Practical work on computerised room management 10. Telephone skills Hospitality on the line 11. Practice on providing professional bell service. 12. Handling of Foreign currency procedure 13. Handling of guest complaints PRACTICAL XI ACCOMMODATION OPERATION III 1. Identification of Table Linen, Room Linen and Bath Linen Selection use, care and maintenance 2. Procedure for exchange of Linen from Linen Store Floor pantry Laundry 3. Laundry Basic Principles In-House Laundry Service Procedure 4. Stain removal identification of stains Cleaning agents used for removal of stains practice on removal of stains selection of cleaning agent General principles . 5. Flower arrangement Basic Principles - Conditioning of plant materials - Styles of flower arrangement - Theme decorations 6. Pest control Identification of various pests Areas of infestation Prevention and control procedure SEMESTER -VI CORE VIII FOOD PRODUCTION AND PATISSERIE III

Unit I Larder Layout Introducing to Larder work Equipment found in larder Layout of typical Larder and Various sections. Larder Control Essentials of Larder Control Importance of Larder control Devising Larder control Leasing with other department yield Testing Larder Terms. Larder Organization Functions of Larder Hiearchy of Larder chef Sections of Larder Duties ad Responsibilities of Larder Chef. Appertizer and Garnishes Classification of Appetizer Importance of garnish Explanation of different garnishes. Sandwiches Parts of Sandwiches Types of Bread Types of filling Classification spreads and garnishes Types of sandwiches Making of Sandwiches Storing of sandwiches. Unit II Charctuerie Sausages Introduction to Charcuterie Sausages types and varieties Filling types & varieties. Charcuterie Forcemeat Types of force meat preparation of force meat uses of force meat methods of curing. Charcuterie Ham, Bacon & Gammon Cuts of Ham, Bacon, Gammon Difference between Ham, Bacon, Gammon. Processing of Ham and Bacon Green Bacon. Charcuterie Galantine, pate, Mousse, Mousse line Making of Galantine Ballontine Types of pate Making of pate commercial pate and pate maison Truffles Types of mousse Preparation of mousseline Difference between mousse and mousseline. Charcuterie Aspie, Gele, Chaud froid, Non-edible display Meaning of Chaud froid Making of Chaud froid and precaution Types of chaud-froid Uses of chaud-froid definition of Aspic and Gelec Differentiation between Aspic and gelle Preparation of Aspic and gelle Uses of Aspci and gelle. Non edible display Ice carving Tallow structure Fruit and Vegetable display Salt dough Pastillage jelly logo Thermocol work uses of wine and herbs in cooking. Unit III Bakery and Confectionary Layout and Equipment of Five Star Kitchen bakery Yeast dough product Different Methods Rich dough Staright dough Modified Staright dough Sponge method Rolled in yeast product. Kind of yeast dough product Crisp crusted bread White pan bread, White bread Soft roll English muffins, Sour dough, white bread, pumpernickel, Sweet-Rich dough Bab Savarine, Brioche

Rolled in dough Danish pastry, Croissant Fault in break making Poor volume, Too much Volume, Poorshape, Burstcrust too dense, Crumby, Streaked Crumbs, crumbly, Too dark crust, too pale crust, too thick crust, Blister on Crust, Poor flavour Rectification and prevention. Cakes: Different methods Creaming method, flour batter method, Sponge method, Chiffon method Faults in Cake making rectification Prevention. Icing: Varieties of Icing-Uses of Icing-Difference between Icing and topping Receipts Frozen Desserts: Types and classification Ice Creams Definition Method of preparation Additives and preservatives used in Ice Cream manufacture. Meringue: Making of meringue Cooking meringue Types of meringue uses of meringue. Chocolate work: Types of Chocolate Tempering of Chocolate Decorative work and display pieces Marzipan, Sheets, Cut out models Pastillage, Shavings. Unit IV Kitchen Management Layout of kitchen factors that affect Kitchen design, principles of Kitchen Lay out and design placement of equipment Flow of work Space allocation Kitchen equipment (manufacture and Selection) Budgeting of Kitchen equipment. Production Management Kitchen Organisation Allocation of work (Job description) Production planning Production Scheduling Production quality and quantity control Forecasting and budgeting. Unit V International Cuisine Characteristics Feature of different cuisine, Chinese, France, Italy, Spain, German, Middle east, Mexicaine, Greece, U.K. Nouvelle cuisine. REFERENCE BOOKS 1. Cesarami and Kinton practical Cookery Hodder & Stoughton, Lenkdon 2. William J. Sultan practical baking van nostrand Rein hold, New york 1992 3. Antony D. Reilly The complete cookery manual - Longman group Ltd. U.K. 4. Dantel R. Stephenson professional cookery, The process and Approach Stanly Thorn publishers Ltd. CORE IX FOOD AND BEVERAGE SERVICE III Unit I Restaurant Planning Physical layout - Introduction Objective of good layout Planning a Restaurant Decision prior to planning Steps in planning Location - Space allocation Staffing Equipment and Erection,Furniture,Land,Linen,Cutlery and Crockery requirement Space Dining Area Type of seating Table arrangement Restaurant costing performance measure Sales mix elements of cost Cover turnover Average check Stock turnover Sales per cover. Unit - II Function Catering Banquets History - Types organisation of Banquet dept Duties and responsibilities sales Booking procedure Banquet menus Protocol Space area requirement Table plans / Arrangement Mise-en-place-service Toasting. Informal Banquet Reception Cocktail parties Convention Seminar

Exhibition Fashion shows Trade Fair wedding outdoor Catering. Unit III Buffet Introduction Factors of plan buffets Area requirements No of persons Planning and Organizing sequence of food Types of buffet Display Kind of meal Types of buffet sitting, standing, finger buffet Danish buffet cold buffet Equipment required Breakfast Buffets. Unit V Bar Operation and Service of Special dishes Kitchen stewarding Types of Bar Dispense, cocktail, Floating bar Bar pars Front, back, under Bar equipments- furniture Staffing Linen Bar Layout bar stock and bar inventory Bar control Bar control system Stock taking Goods received book Off sale book Cellar stock ledger, Bin card, Overage and shortage Cellar control. Service of special dishes service, cover and accompaniment of Grape fruit, Oyster, snail, Smoked salmon, caviar, melon, Asparagas, Corn-on the cob, Globe artichoke, Pate foie gras Avocado, Pasta, cheese, Bouillabise Kitchen stewarding Importance Opportunities in K.S. Records maintained Functions Machines Used Inventory. REFERENCE BOOKS 1. Dennis R. Lillcarp Food & Beverage service Hodder & Stoughton London 1988 2. Nancy Scalon Restaurant Management 3. Sylvia Meyer, Edy Schimid professional table service ELECTIVE-III TOURISM MARKETING UNIT-I 1:1 INTRODUCTION DEFINITION OF MARKETING 1:2 STAGES IN MARKETING 1:3 TOURISM MARKETING 1:4 MARKET SEGMENTATION 1:5 CONCEPT OF MARKETING UNIT II 2:1 ADVERTISING OF ADVERTISEMENT 2:2 FEATURES OF OBJECTIVES OF ADVERTISING 2:3 TOUSIRM ADVERTISING, PLANNING FOR ADVERTISING 2:4 COST OF ADVERTISEMENT 2:5 MEDIA OF CLASSIFICATION UNIT III 3:1 MEANING OF IMPORTANCE 3:2 ELEMENT OF PERIOD 3:3 FACTOR INFLUENCING 3:4 METHODS 3:5 TECNICIANS UNIT IV 4:1 INTRODUCTION AND DEFINITION IN PLANNING 4:2 TOURISM PLANNING PROCESS

4:3 DISADVANTAGES IN TOURISM DEVELOPMENT 4:4 SAFETY OF SECURITY PROBLEMS & RECOMMENDATION 4:5 KEYS USED IN POLICY FORMULATION UNIT V 5:1 T.T.D.C OF FUNCTIONS 5:2 T.N TOURISM POLICY 5:3 IMPORTANT TOURIST PLACES IN TAMILNADU 5:4 I.T.D.C & ITS FUNCTION 5:5 INCENTIVE OF SUBSIDIES GIVEN BY STATE OF CENTRAL GOVT. IN INDIA REFERENCE: 1. Rajan Nair - Marketing Sultan Chand & Sons, New Delhi. 2. Francis Battle Hotel and Food Service Marketing A Management Approach ELBS 3. Tourism Planning-C M Gunn 4. Successful Tourism Management- Pran Nath Seth, Sterling Publishers pvt ltd, New Delhi. SKILLED BASED ELECTIVE - V HOTEL & BUSINESS LAW Unit I Legislation of Catering Industry Introduction Salient features of catering establishment Act, 1958 Interval for rest payment of wages act applicable to catering establishment notice of discharge or dismissal penalties grant of registration certificates procedures of death of a holder of the registration certificate changes of the festival specified display of statement by the catering establishment maintenance of registers and records medical examination of persons prior to employment medical examination of employees scale of dress to be supplied to the employees, servers, cleaners, kitchen staff. Fire extinguishers and first aid boxes Lien of Inn keeper Features of Tamil Nadu Tax on Luxury Act, 1981. Unit II Law Relating to Hotel Guest Relationship Hotel and Lodging rate control Definition Fair rates Hotel and Lodging house manager of a Hotel Owner of a lodging house Paying guest premises tenant - tenement appointment of controller fixation of fair rate refusal of accommodation eviction of guest from hotel room duties, rights and responsibilities of Inn keeper towards guest Inn keeper lien. Hotel and Restaurant Licenses Licenses Permits procedure for obtaining Renewing licenses Suspension and termination licenses required to open and operate Hotel and Restaurant. Unit III Food-Legislation The Prevention of Food Adulteration Act, 1954 Definition Adulterant Adulterated food public analyst Central food laboratory The central committee for Food Laboratory The central committee for food standards Food Inspector their powers and duties procedure to be followed by food inspector Report to public analyst Notification of food poisoning. Consumer Protection Act, 1986. Consumer Protection Council Consumer dispute Redressal agencies Appeal

and Jurisdiction of state and National commission. Unit IV Factories Act, 1948 Definition Factory Manufacturing process Adult, Adolescent, Child, young person Calendar Year, Week, Provisions regarding health, Safety and Welfare Non Fringe benefits Pension P.F. Unit V Contract of Insurance Nature of Contract of Insurance Principles of contract of insurance Reinsurance. Double insurance subrogation and contribution General insurance practices. REFERENCE BOOKS 1. E. Dharmaraj Food and Hotel Legislation and policies New Age International publishers 2. P.L. Malik The Industrial Law - Eastern Book & Co, Lacknow 3. B.K. Chakraborthi Labour Laws of India - Internationa Law book center, Calcutta 4. Dr. A.N. Sharma Aspect of Labour Welfare and Social Security Himalaya publishing house Mumbai SKILLED BASED ELECTIVE-VI COMPUTER APPLICATION II UNIT I MS POWER POINT: Introduction to power point creating presentation working with tent in power point working with graphics in power point. UNIT II DATABASE: Introduction to database purpose of database system database language record - field tables types of data keys primary key sorting. UNIT III MS ACCESS: Introduction to internet internet concepts e- mail www concepts web browser. UNIT IV INTERNET: Introduction to internet internet concepts e mail www concepts web browser. UNIT V HTML: Introduction to HTNL formatting tent and pages creating HTML documents: <HTML>, <HEAD>, <TITLE>, <BODY>, <P>, <h1..h6>, <FONTS>, Link using <A> tag inserting image using <img> tag, list <li> tag. REFERENCE BOOKS: Ron Mansfield working in Microsoft office TMH publications. HTML complete 2 nd edition BPB publications. SEMESTER-VI PRACTICAL XII

FOOD PRODUCTION AND PATISSERIE III FRENCH MENU Menu I Consomme Brunoise Poulet Saute Chasseur Pommes Allumettes Haricot Vert Salade Nicoise Brioche Baba aurhum Menu II Cree Debarry Pomfret ala menuiere Pommes bataille Courge provencale Bouguetier de legumes Croissants Gateau de peches Menu III Cabbage chowder Poulet Roti Aujus Pommes Parisienne Ratatouille Petits pois a la flamande Salad waldorf Menu IV Crme d asperges Blanquette de volaille Pomme parmentier Chou-fleur au gratin French bread Souffl ala Orange Menu V Potage a la Bonnefemme Saut de boeuf stroganoff Pomme de terre ala crme Carrottes Vichy Assiette de crudits Garlic Rolls Crepe Suzette CHINESE MENU Menu-I Hot and sour Vegetable Soup Chilly chicken Scezwan Vegetable Fried Rice Banana Toffee Menu II

Sweet corn Chicken Soup Shredded Lamb with Capsicum Chinese Fried Rice Vegetable Manchurian Dates Pancake Menu III Chicken Noodle Soup Sweet and Sour Fish Chinese Noodles American Chopsuey Apple Toffee Menu IV Wonton Soup Stir Fried Beef Celery Chow-mien Bean sprout in garlic sauce Menu-V Prawn Ball Soup Sweet and Sour Pork Yang Chow fried Rice Hot and Sour Cabbage INTERNATIONAL MENUS Spain Gazpacho Pollo En Pepitoria Paella ala Valenciana Chocolate Creams Italy Minestrone Chicken Risotto Potato Croquette Spaghetti with meat balls Amaretti BAKERY AND PATISSERIE PRACTICALS MUST INCLUDE - Decorated Cakes - Gateaux - International Breads - Sorbet, Parfait - Hot / Cold Desserts DEMONSTRATION Charcuterie - Galantine - Pate - Terrines - Mousselines - Mousse PRACTICALS XIII FOOD AND BEVERAGE SERVICE III

Recollection and revision of First and Second Year portion Gueridon Service - Arrangement of Gueridon trolley Carving at the table - Roast Chicken - Roast Leg of Lamb Cooking Flambe Dishes - Crepe Suzette - Banana Flambe - Steak Diana - Smoked eel - Smoked Salmon - Flambed Chicken breast - Streak Tartare - Pear Flambe Banquets - Drawing Table plan for Banquets - Compilation of Banquet menus & special function menu - Banqueting service procedure - Mock Service - Lunch supervision Bar Operation - Mock bar, Bar service, setting up a floating bar - Taking order Mock Service - Cocktail (demo) at least 20 cocktails - Wine Service Champagne Service PRACTICAL XIV APPLICATION OF COMPUTER II 1. creating a presentation using content wizards 2. views in power point presentation setting animation effects / grouping / ungrouping 3. creating an organization chart 4. creating a database and tables using MS- Access. - deleting fields - renaming fields - inserting data to fields - adding fields - deleting data 5. creating a web page - using fonts tags - using heading tag - using formatting tag 6. create a web page to display the food menu in a hotel using - <Img> tag - <A> tag <Li> tag

Front office department function in hotel?

Thu, 01/19/2012 - 05:32 admin

The FRONT OFFICE is the nerve center of a hotel. Members of the front-office staff welcome the guests, carry their luggage, help them register, give them their room keys and mail, answer questions about the activities in the hotel and surrounding area, and finally check them out. In fact, the only direct contact most guests have with hotel employees, other than in the restaurants, is with members of the front-office staff. The front office functions can be divided into five general areas: 1. reception 2. bell service 3. mail and information 4. concierge 5. cashiers and night auditors Two major departments are represented in this list. The employees staffing the first four areas are in the rooms department. The fifth is the financial area, where guest charges are accumulated and posted to the bills, and all cash transactions are consummated. These are all accounting-department functions, and so the cashiers and night auditors are in that department. The FRONT OFFICE is the nerve center of a hotel. Members of the front-office staff welcome the guests, carry their luggage, help them register, give them their room keys and mail, answer questions about the activities in the hotel and surrounding area, and finally check them out. In fact, the only direct contact most guests have with hotel employees, other than in the restaurants, is with members of the front-office staff. The front office functions can be divided into five general areas: 1. reception 2. bell service 3. mail and information 4. concierge 5. cashiers and night auditors Two major departments are represented in this list. The employees staffing the first four areas are in the rooms department. The fifth is the financial area, where guest charges are accumulated and posted to the bills, and all cash transactions are consummated. These are all accounting-department functions, and so the cashiers and night auditors are in that department.

What are the function of front office supervisor?

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The Function of Front Office supervisor : *To organize all of the front office staffs *take responsible about the front office job. *To solve the problem which can't be solved by the staffs. *Handling the SVIP or compliments guests. *Take care all of the special events in the hotel.

Customer satisfaction
From Wikipedia, the free encyclopedia

Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." [1] In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses.[1] It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. [2] "Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. . . . These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth marketing, which is both free and highly effective."[1] Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and representative measures of satisfaction. "In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget moteleven though its facilities and service would be deemed superior in 'absolute' terms."[1] The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

Contents
[hide]

1 Purpose 2 Construction 3 Methodologies 4 See also 5 References

6 External links

[edit]Purpose

A business ideally is continually seeking feedback to improve customer satisfaction.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." [1] "Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:"
[1]

1.

"Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the companys goods and services." [1]

2. "Although sales or market share can indicate how well a firm is performing currently, satisfaction is perhaps the best indicator of how likely it is that the firms customers will make further purchases in the future. Much research has focused on the relationship between customer satisfaction and retention. Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes." On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become return customers and might even evangelize for the firm. (A second important metric related to satisfaction is willingness to recommend. This metric is defined as "The percentage of surveyed customers who indicate that they would recommend a brand to friends." When a customer is satisfied with a product, he or she might

recommend it to friends, relatives and colleagues. This can be a powerful marketing advantage.) "Individuals who rate their satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by making negative comments about it to prospective customers.Willingness to recommend is a key metric relating to customer satisfaction."[1]

Everyone talks about customer satisfaction and some see it as the holy grail of a customer-centric business. But what is it really? Is there a simple basic definition?

Contradictory message? On Wikipedia, customer satisfaction is defined as Customersatisfaction , a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. But that seems off when you look at the separate definitions of the two words that comprise the term. So lets take a look at Dictionary.com:

customer
[kuhs-tuh-mer] -noun 1. a person who purchases goods or services from another;buyer; patron. 2. Informal . a person one has to deal with: a tough customer;a cool customer. Origin: 140050; late ME; see custom, -er1; cf. ME customer collectorof customs < AF; OF costumier, c. ML custum?rius; see customary customer. (n.d.). Dictionary.com Unabridged. Retrieved July 14, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/customer Show IPA

satisfaction
[sat-is-fak-shuh n] -noun 1. an act of satisfying; fulfillment; gratification. Show IPA

2. the state of being satisfied; contentment. 3. the cause or means of being satisfied. 4. confident acceptance of something as satisfactory,dependable, true, etc. 5. reparation or compensation, as for a wrong or injury. 6. the opportunity to redress or right a wrong, as by a duel. 7. payment or discharge, as of a debt or obligation. 8. Ecclesiastical . a. an act of doing penance or making reparation for venialsin. b. the penance or reparation made. Origin: 12501300; < L satisfacti?n- (s. of satisfacti? ) a doing enough,equiv. to satisfact ( us ) (ptp. of satisfacere, equiv. to sati s enough + facere to make, do1) + -i?n- -ion; r. ME satisfaccioun < AF < L, as above satisfaction. (n.d.). Dictionary.com Unabridged. Retrieved July 14, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/satisfaction Well, I dont think well have any issues with the definition of customer but satisfaction doesnt seem to include surpassing the customers expectation.

HowDo I DefineCustomerSatisfaction?
Based on these accepted definitions (Dictionary.com gets there definitions from the Random House dictionary and other accepted references), I propose a definition that is much closer to what the words customer satisfaction actually mean. Customer satisfaction is the act of just doing enough to be acceptable to a customer. It is simply meeting basic expectations. Ouch! Thats very different from Wikipedias definition and worlds away from how many companies view customer satisfaction.