The Quality and Services of the Hotel - Assignment Example

Service Introduction With the essence of globalization and liberalization the Gross Domestic Products of almost all the economies in the world have improved. The rise in the nation’s income has helped to increase the per capita income level of all the individuals. However the soaring price levels have reduced the real value of incomes. Production and investment capacities of almost all the economies in the contemporary world have fallen due to recessionary trails in the global economy. However, hospitality industry is among those few industries that still experiences unremitted growth. Figure 1: Unremitted Growth of the Hotel Industry (Source: AIU, 2007) The project discusses about a hotel that is good in terms of locations and services, but some recent customer complaints forces the officials realize the importance of training employees about the extensive values of customer service policies. The economic success of an inn depends on how the customers view the quality and services of the hotel. Thus, it becomes highly rational for the officials of the hotel to reduce the variations of services rendered to the individuals and augment the overall customer service of the inn. Importance of customer service policies in our business The theory of service profit chain explains that economic growth, profit and loyalty are three interlinked concepts. The hotel would only succeed in generating economic surplus and grow, if it achieves customer’s loyalty. Again, the loyalty of the customers can only be achieved with the help of valuable customer services. Employees in the hotel must be productive in their work for providing valued services to the customers. Motivation is the only key to enhance the productivity of the employees. There lies a great difference between ability to work and willingness to work. Motivation is the only fact that bridges the gap between the two concepts. Figure 2: The Service Profit Chain (Source: PPT) The workers in the hotel may be motivated if the officials organize special economic and non economic compensations for them on the basis of their performances. Moreover, the officials must conduct regular training and interactive sessions to upgrade the skills of the workers. Skilful workers would only be able to serve customers excellently and win over customer loyalty. Loyalty of the potential customers would ultimately render growth in profit of the hotel. A good customer service policy must be reliable, responsive, competent, credible, accessible, courteous, communicative, environmental friendly and understanding in nature (Ritzcarlton, 2013). Upgrading the Existing Customer Service Policies If the workers in the hotel are to be trained with the values of the customer service policies, the officials in the hotel must modify the existing policies of customer service. The officials must try to incorporate the best policies followed by the popular luxury hotels in the industry. Ritz and Hilton are the famous five star luxury hotels in Florida and Las Vegas respectively. These five star inns provide the best of services to its customers and following these policies would be the best improvement step made by the officials of the luxury hotel. There is a pool of different policies that these luxury hotels have introduced to check that they park the best of potential customers (Marriott, 2011). Service standards about staff training The existing team of staffs in the hotel must be trained to enhance the services rendered to the customers. The essay considers that the policy of lifetime relationship building, of the Ritz and Hilton hotel is the best policy in which the officials of the concerned hotel must consider. The customers visiting the hotel must be treated as guests. The employees of the hotel should make sure that the individuals, who once visit the hotel, repeat their visits and consign others to visit the hotel. The service that the employees would render to the individuals would be a mark of excellence that would help to build a lifetime bonding with them. The employees take all those efforts that are necessary to please the customers in the hotel. The visitors in a hotel often face certain problems in the span of their stay, the hotel must train its employees to immediately solve and mitigate the problems of the guests. The hotel must conduct special programs to entertain and welcome visitors. Special services should be rendered to the elite class individuals, as they process high purchasing power to make frequent visits in the hotel. A special team can be introduced, who would only cater transportation facilities to the individuals. Since the hotel is located in a place that is close to shopping, club etc destinations, an additional transport facility provided to the customers to such destinations would please them to the greatest extent. The employees should protect the privacy of the guests or visitors. The employees would never desire to live in an environment that is completely unsafe; the services of the hotel employees should cater to the security essentials of the visitors (Hilton, 2013). Quality management systems A hotel has various departments that cater to various types of services to the visitors like restaurants, spas and bars. An excellence of all the services would help to accomplish customer loyalty. The customers would never experience complete satisfaction if jointly all the service are not good. The quality of management of the employees in a hotel must be admirable if the hotel aims to attain customer loyalty. The employees must be trained to maintain excellent management quality in the hotels. The workers working in different departments must be well coordinated in terms of their tasks. Like in the front office of the hotel, the bell desk, information desk, cash desk officials must be well harmonized to work compositely. If the employees have internal bureaucracies then it would be almost impossible for them to provide high valued services to the customers in the hotel. Food quality served in the restaurants in a hotel is one key crucial factor that determines a considerable amount of customer faithfulness towards a hotel. If the officials train the cooks of the hotel to prepare tasty foods of good quality and variable cuisines, then good food would be one factor that would surely help the hotel tap many food loving customers. The hotel may train a special group of employees, who would only serve the corporate clients with special cordialities. The employees should be especially trained to mitigate the emergency requirements of the visitors. The officials may introduce new innovative modes of training the employees and introduce promotional facilities for the hard working workers, who would seriously try best to upgrade the management quality of the hotel (Krugman and Rudy, 2006). Indentifying Customer Needs and Requirements Only training the employees to deliver excellent customer services and improving the quality of management is not enough to suffice the requirements of the chosen policy. In order to build up long run stable relationships with the potential customers, the employees must be trained to value the customer’s requirements in details. The visitors coming in a hotel have varied tastes and preferences. Thus, it is very important to train the employees to listen to the requirements of the customers with utmost care and honesty. The hotel may maintain a special questionnaire survey that the visitors would fill when they would complete their stay in the hotel. A special department may also be introduced by the officials of the hotel, who would only look into the customer’s experiences. The feedbacks may be further used by the employees to upgrade the quality of their customer services (Kazmi, 2008). Staff communication Even if the staffs in a hotel are interested to serve the visitors, they would never be able to satisfy customers if they lack proper communication skills. Customers in a hotel may speak in different languages, the employees providing services to them must be well versed with at least more than one language. Special facilities like wakeup call facility may be introduced in the hotel. The hotel may enhance its excellent voice support system through which the employees would be able to communicate among themselves in a more proficient manner. When communication among the employees is considered, the hotel may reduce its existing hierarchies. Reducing the hierarchies would help to make the workers behave equitably among themselves (Porter, 1980). Further Changes The hotel have one severe problem, it lacks a provision of big parking space. Lack of a good parking space may distract many potential customers in the hotel. The hotel should introduce a special facilities management team, who would coordinate and improve the work of the human resource team. The facilities management team would help to recruit more skilled employees in the hotel. Moreover, motivating and retaining the existing staffs is another task that this team of officials cater to. The facilities management team will also provide entertainment and recreations to the employees that would motivate them to serve the employees excellently. The front office of any hotel is the most vital segment that attracts the customers. The hotel should constantly upgrade the quality service skills of the employees working in the front office of the hotel. All these above mentioned changes and developments would help the hotel abide the policy of formulating long run customer relationship (Hill and Gareth, 2010). Reference List AIU, 2007. Market Research Report On the Hospitality Industry. [online] Available at [Accessed 21 September 2013]. Hill, C. W. L. and Gareth R. J., 2010. Strategic Management Theory: An Integrated Approach. 10th ed. Connecticut: Cengage Learning EMEA. Hilton, 2013. Hilton Lake Las Vegas Resort & Spa. [online] Available at > [Accessed 21 September 2013]. Kazmi, A., 2008. Strategic Management and Business Policy. 3rd ed. New Delhi: Tata McGraw-Hill Education, 2008. Krugman, C. and Rudy R. W., 2006. Global Meetings and Exhibitions. 2nd ed. New Jersey: John Wiley and Sons. Marriott, 2011. Accessible Customer Service Policy for Courtyard by Marriott Hotels, Residence Inn by Marriott and Crowne Plaza Hotels Managed by Concord Hospitality Enterprises Company. [pdf] Available at [Accessed 21 September 2013]. Porter, M., 1980. Competitive Strategy: Techniques for Analyzing Industries and Competitors : with a New Introduction. New York: Simon and Schuster. Ritzcarlton, 2013. Gold Standards. [online] Available at < http://corporate.ritzcarlton.com/en/About/GoldStandards.htm> [Accessed 21 September 2013]. Read More