Inculcating a service culture among hospitality management students through work integrated learning (WIL): A case study of Durban university of technology

Abstract

Any segment of the hospitality industry, as a service industry,focuses on the customer's total experience. This focus is imperative if organisations are to maintain an edge in an increasingly competitive industry that demands added value. Services, both tangible and intangible, can be considered as a customer experience which cannot be recalled. Therefore, the standards for service operations must be zero defects. The establishment of standards and enactment thereof, is an integral part of the conduct of service employees. This article investigates through a qualitative approach how a service culture can be developed among hospitality management students during work integrated learning to enhance teaching and learning. The extent to which a quality service culture is advocated within the work integrated learning component by the Department of Hospitality Management at the Durban University of Technology is explored. It is argued that a focus on the service quality aspects of service in the areas of professional cookery, accommodation, catering and; food and beverage management can make a significant contribution to developing attributes like reliability, helpfulness and good communication. The article further demonstrates that by exposing students to the expected attributes and skills necessary for a service oriented culture, they are made aware of what constitutes "exceptional service quality", thereby contributing to their learning about the importance of service in the hospitality industry. While work integrated learning is a philosophy of education based on the "theory of experience of the customer" within the hospitality industry, it is also an integral part of the students' experience.