The Motivation and Authority of the Front Line Executives and Organization - Case Study Example

Service Management Table of Contents Task 2 3 (a) 3 (b) 4 (c) 4 (d) 7 (e) 8 (f) 8 (g) 9 Reference List 10 Appendix 11 Task 2 The effectiveness of service organization is largely dependent on the service quality offered by staff of the organization, which is directly linked to the motivation, moral, knowledge and authority of the frontline executives and organization. (a) In spite of varied technological innovations, which have changed the perception of the overall service quality provided by the organization customers specific needs, requirements and wants have not changed over the years. The customer needs and requirements have changed with the nature of visits in the hotel. The needs and requirements of the different types of customers visiting the hotel are as follows: Backpackers and Solo Travellers These travellers spend a lot of time exploring the city alone and prefer convenient amenities and services at affordable prices. They are regarded as one of the most important customers as they are regarded as one of the most important customers, which contribute highly to the hospitality industry (Capozzi, 2013). Couples They form an important part of the hotel industry and have tailor made hotel accommodation like couple and honeymoon suites. These customers also expect special types of discount and incentive packages to be offered to them (Capozzi, 2013). Families Families visiting the hotel have few specific needs, like kid friendly environment, spacious rooms, and discounts. They also require some additional amenities like booster chairs, wide stroller friendly paths and changing station (Capozzi, 2013). Corporate Customers Their requirements are very different from the individuals and services like fast speed internet access, detail to quality of hotel accommodations rooms and services, and various other service offerings (Capozzi, 2013). (b) The reliance on customer service methods like, feedback survey would be significant in improving the hotel structures, procedures and quality, which would be for the betterment of the entire organization (Capozzi, 2013). A customer feedback survey was drafted to understand the customer requirements and is provided in the appendices. (c) Service Current Policy Feed Back Evaluation Method Customer Expectations Travel services Customer is supposed to book the rental car and travel facilities six hours before the required time. It includes travel facilities only to immediate travel locations. The feedback was collected through the customer information filled in the complaint register (Chilisa, 2011). Customers want booking of travel services through telephone and also flexibility of timings. Tourist services As per the current policy only visitors of the hotels are allowed for the service and need to book the tourist service 3 months in advance. The information was collected through the feedback form during their travel visits. Customers are happy with the existing services only the timing factor poses to be a hindrance. Customers want to book the travel prior to one month instead of three months. Pubs, nightclubs and bars. The bars and the nightclubs, pubs are located separately and the timings of these facilities are 10:00 am to night 2:00 pm. The members of the hotel and the visitors are only allowed to visit the hotel. The feedback was collected through the survey conducted by the researcher. Customer wants the extension of timings of the nightclubs, pubs and bars till 3:30 pm. Catering The catering services are offered to corporate and individual customers as per advance booking. The feedback was collected through the survey polls conducted through an opinion form. The catering service needs to be upgraded as per the menu by inclusion of more menus. Membership Clubs The member ship clubs are given on the annually and half yearly basis and discounts, special privileges are provided to customers. No customer survey was conducted, but the opinion of the members was taken into general consideration. None The management has considered various changes in the current policies related to the varied service offerings by the hotel. Travel Services The key points of the travel packages would be highlighted and the attractive factors like the nature and other attractive factors related to the travel service would be highlighted. Tourism Services The changes in the current tourism services would include the short and long trips to nearby locations as per the preferences recorded in the register and the section in the official website (Clever Hotel, 2010). Catering The change in the catering service policy would include varied number of menu and cuisines. The main target for this catering service would be the corporate customers, who form one of the major clients for the hotel industry. Pubs, nightclubs and bars. The timings of the pubs, night clubs and bars would be extended to attract more customers and also retain the existing ones. (d) It has been observed from the case study that the corporate and the individual customers are particular about the customer’s service quality and pay attention to minuscule detail related to customer service management. Although, the currents services offered by the hotel industry are way above satisfactory level, it has been noticed that changes in the current service policy lead to the betterment of the entire organization. Staff training is an important and indispensable part, which can not only lead to the improvement in the existing policies, but also lead to innovation in currents service offerings. In this case training would be provided to the restaurant staff, frontline staff, supervisors and managers. Firstly, training programs would be imparted to various hotel staff and personnel working in the restaurant. These training programs would be designed by the Human Resource (HR) Manager for the varied level supervisors and staff working in the hotel. Secondly, the timing of the training programs would be imparted keeping in mind the innovative capabilities, that can be introduced in the currents service and food items provided by the hotel. A certain portion of training program would also include the brain storming session, which would include the exchange and facilitation of new ideas and concepts to improve the current policy and procedure. Apart from the training programs, the management also needs to decide upon the flexibility in timings of the bar, restaurant pubs and other facilities. The extension of timings of these facilities would be decided by the management after thoughtful consideration. (e) The qualitative and quantitative methods are used for the collection of data related to customer research. In this context primary data were gathered and it was collected through survey methods only. By Observation: This method implies that data can be collected by researcher’s own observation and also by conducting interviews of respondents. The data relates to the present situation and is not affected by the past or the future behaviour. The customer habits and behaviour was partly noticed by the researcher through mere observation (Xiao, 2013).The complaint and feedback register were also reviewed, which records most of the customer habits, preferences etc. Questionnaire: This method helped in facilitating communication between the researcher and respondent. Questionnaire was mailed to certain proportion of respondents with a request to return the same after completing the data. Before applying this method of research, the researcher should conduct a Pilot study, which will locate the defects in the questionnaire (Dawson, 2002). A lot of analysis and evaluation was done in the preparation of this questionnaire because it is one of the most effective ways of conducting a research. (f) Apart from questionnaire, and the small section in the official website, which helps in recording the customer opinions and preferences, the management of the hotel can record the customer purchasing behaviour in the hotel industry through mere observation (Flick, 2002). This would be done by recording the customer preferences and tastes in a register; the preference of the regular customers would be recorded and also reviewed while care would be taken that the preference would be also studied. (g) Measurement of the service quality is an abstract, elusive and subjective concept, which means different to different customers. One of the most multi dimensional concepts is service quality, which would help in measurement of reliability, interactive and corporate effectiveness. These variables are important to increase the customer satisfactions and enhance the existing process and systems (Golafshani, 2003). The SERVQULA scale developed by the Parasuraman became one of the most important scales for the measurement of the quality, reliability, assurance and empathy (Victorino et. al., 2003).This scale consists of 22 items, which helps in understanding customer perceptions regarding improving quality of services. A level of agreement and disagreement would be decided by the management though the Likert scale, which would be decided upon the seven point Likert scale. The SERVQUAL scale would decide upon the distinguished concepts of service quality and customer satisfaction. It also helps in the measurement of customer attitude towards different customer service offerings and the generic concept of customer purchasing behaviour. Reference List Capozzi, C., 2013. Consumer Segments in the Hotel Industry. [pdf] Available at: < http://smallbusiness.chron.com/consumer-segments-hotel-industry-13764.html > [Accessed 21 September 2013]. Chilisa, B., 2011. Indigenous research methodologies. California: SAGE. Clever Hotel, 2010. Hotel Guest Wants and Needs. [pdf] Available at: < http://www.cleverhotel.org/resource/interview/hotel-guest-wants-and-needs > [Accessed 21 September 2013]. Dawson, C., 2002. Practical research methods: A user-friendly guide to mastering research techniques and projects. Oxford: How to Books Ltd. Flick, U., 2011. Introducing research methodology: A beginner's guide to doing a research project. California: SAGE. Golafshani, N., 2003. Understanding Reliability and Validity in Qualitative Research [pdf] Available at: < http://peoplelearn.homestead.com/medhome/qualitative/reliab.validity.pdf> [Accessed 21 September 2013]. Victorino, L., Verma, R., Plaschka, G. and Dev, C., 2003. Managing Service Quality. [pdf] Available at: < http://www.cachetcommunities.org/downloads/servInnov_cchospIndmsq.pdf > [Accessed 21 September 2013]. Xiao, Y., 2013. The Importance of Staff Training in the Hotel Industry. [pdf] Available at: < http://publications.theseus.fi/bitstream/handle/10024/7213/Final%20Thesis--The%20importance%20of%20Staff%20training%20in%20the%20hotel%20industy.pdf > [Accessed 21 September 2013]. Appendix Customer Questionnaire 1. Does the food provided by the company of high service quality? (a) Strongly Agree (b) Agree (c) Strongly Disagree (d) Disagree (e) No Remarks 2. Has the behaviour of the staff been courteous? (a) Strongly Agree (b) Agree (c) Strongly Disagree (d) Disagree (e) No Remarks 3. Is the pricing of the travel and tourism package convenient and at an affordable price? (a) Strongly Agree (b) Agree (c) Strongly Disagree (d) Disagree (e) No Remarks 4. Is the timings of the pub, nightclubs and restaurants convenient? (a) Strongly Agree (b) Agree (c) Strongly Disagree (d) Disagree (e) No Remarks 5. has the catering services been timely and smooth? (a) Strongly Agree (b) Agree (c) Strongly Disagree (d) Disagree (e) No Remarks Read More