« ホスピタリティ溢れる人の見分け方 | Main | ガムを噛むクチャクチャ音って気持ち悪いですよね »

November 11, 2007

ホスピタリティ・アセスメントの目的と評価基準

ホスピタリティ・マネジメントの評価検証(ホスピタリティ・アセスメント)について、ご質問がありました。
その回答の概要を、記しておきます。

何のために行うアセスメントなのか?
私が想定するホスピタリティアセスメント(評価検証)の目的は、自社の経営をよくするためのものです。
ザガットサーベイやミシュラン等商業的な評価、若しくはマスコミや行政などが行うの評価とは、根本的に目的を異にするものです。

経営の良し悪しというのは、感じる人や状況によって異なります。
ホスピタリティに関しても、その性質として「感じる人やシチュエーション」によって評価は異なるものです。だから、一定の評価基準をつくって横並びにすること自体が、あまりホスピタリティの考え方にそぐわないのでは?
・・と、ちょっと逆説的とも言える考え方です。
評価基準ありきではなく、相手の心ありき・・。なんて、感じですね!

ホスピタリティ・アセスメントの評価基準は明確に出来ない?
確かに、CS調査、ES調査、組織診断、ご指摘の経営品質賞など定量的な尺度を活用して、強み・弱みのポイントを把握すると言うことは大切なことです。ですから、状況に応じて様々な基準を活用して定量評価してゆく必要もあると思います。
内部統制の仕組みの中では、RCM(リスクコントロールマトリクス)と言うツールを使って、リスクコントロールの優先順や手法を検討することがあります。JISやISOのようにチェック項目とマネジメントサイクルを規定する方法もあります。CSRのISO化も研究されていて、これも活用できる基準のひとつになるのではないかと思っています。

ホスピタリティ・アセスメントでは、目的に応じてこれらの基準を複数活用すればよいのではないかと思います。
ひとつの基準にこだわるのではなく、複数の基準をその企業にあった形で活用してゆくことが大切だと考えていますがいかがでしょうか?

横並びの評価は、競争戦略を考える上で有効な反面、個性や創造性を奪うものともいえる・・。
要するに、基準に縛られたり振り回されるのではなく、上手く使い分けましょうと言った感じです。

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