Beach Resort Hotel Stays in Thailand - Case Study Example

CHM: Beach Resort Hotel Stays in Thailand Name Institution Name Course Name and Code Date Introduction Beach resort hotels are service organizations because of high customer involvement and long stay duration. In Thailand, the competition in beach resort hotels is high and is influenced by numerous management and marketing constructs such as customer loyalty, corporate image, customer satisfaction, customer perceived value, and service quality. These numerous factors can be viewed through the comprehensive hierarchical model. The aim of the comprehensive hierarchical modeling is to analyses the interrelationships and service quality measurement model between the higher order constructs through the use of single sample perceptions. The aim of the paper is to utilize comprehensive hierarchical modeling in Beach Resort Hotel Stays in Thailand. Primary Dimensions The primary dimensions discussed include interaction quality, physical environment quality and outcome quality (Aigbedo & Parameswaran, 2004). In interaction quality, the variables discussed are employees’ problem-solving skills, employees’ professionalism and employees’ attitudes (Akter, D’Ambra & Ray, 2010). In physical environment quality, the menu design, the design and layout, and the décor and ambiance are discussed. The outcome quality discussion is based on sociability, waiting time and quality of food. Interaction Quality The interaction quality discusses the interaction between the customer and the employees. It contributes to customer satisfaction and perceptions of the customer in the service delivery (Akter, D’Ambra & Ray, 2010). The influence of interaction strengthens or weaknesses the perception of the customer on other facets of the Beach Resort Hotel Stays in Thailand (Bhattacharya & Singh, 2008). For example, it can address the shortcomings of the physical environment and addresses concerns due to outcome quality. Hence, interaction quality is integral in addressing and advancing the requirements of Beach Resort Hotel Stays in Thailand (Hu, Kandampully & Juwaheer, 2009). The interaction quality affecting Beach Resort Hotel Stays in Thailand include employees’ problem-solving skills, employees’ professionalism, and employees’ attitudes. Employees’ Problem Solving Skills In Beach Resort Hotel Stays in Thailand, the customers face numerous challenges and sometimes makes demands, which are challenging (Fu & Parks, 2001). It means that experienced and employees with problem-solving skills should be available to address the requirements of the customers. The demands from the customers are different meaning the employees have to have the skills to address such requirements (Brady & Cronin, 2001). Moreover, the urgency and the nature of the order also forces the employees to have skills to address the problem. The success of the problem-solving skills depends on the accomplishment and perception of the customers (Clemes, Gan & Ren, 2011). In certain scenarios, the customers may be forced to request further assistance from the managers, but an effective employee is able to address the requirements of the customers (Akter, D’Ambra & Ray, 2010). Solving these problems are integral in employees operations at Beach Resort Hotel Stays in Thailand. Employees’ Professionalism Beach Resort Hotel Stays in Thailand understand the importance of professionalism and employs different approaches to ensure the interaction between the customers and employees is professional in nature (Aigbedo & Parameswaran, 2004). The professionalism is attributed to the skills and experience inclusive of continuous development and training (Chen et al. 2011). Beach Resort Hotel Stays in Thailand employees understand the different requirements and the behavioral approaches to fulfill the requirements of the customers (Akter, D’Ambra & Ray, 2010). The professionalism approach employed at Beach Resort Hotel Stays in Thailand include aspects of integrity, accountability, responsiveness and provision of quality services based on guiding principles. Employee’s Attitudes The employee’s attitude is important in the service industry because of the customers’ interpersonal relationship strategies and psychology of the customers (Aigbedo & Parameswaran, 2004). The customers and employees face numerous attitudinal challenges and sometimes lacks skills to address the attitudes (Caro & Garcia, 2008). However, at Beach Resort Hotel Stays in Thailand, employee’s attitudes have been managed effectively through understanding the diversity and customer problems. Beach Resort Hotel Stays in Thailand employees control their personal feelings and have skills to counter negative attitudes from the customers through professionalism approach (Akter, D’Ambra & Ray, 2010). The employees are advised against been rude, arrogant, abusive and encourage interaction, which is beneficial to both parties, and further assistance can be obtained through engaging the management. Physical Environment Quality The physical environment is the physical appearance of the establishment (Akter, D’Ambra & Ray, 2010). In Beach Resort Hotel Stays in Thailand, numerous physical components are available ranging from the colors of the establishment to the chairs and tables (Chu & Choi, 2000). The physical environment usually creates the first impression, and the customers can create perception and define levels of expectation based on the arrangement and presentation of the physical environment. Menu Design Beach Resort Hotel Stays in Thailand provides different cuisines, food, and beverages depending on the targeted market (Aigbedo & Parameswaran, 2004). The targeted customers also come from different cultural and socioeconomic backgrounds, and the menu design has incorporated such factors. A variety of menus writing in different languages and design presentation are offered to the customers (Andreassen & Lindestad, 1998). Beach Resort Hotel Stays in Thailand’s menus is informative and enables the customers to make decisions without employee’s assistance (Akter, D’Ambra & Ray, 2010). It is also easier to understand the content of the menu because of the general design inclusive of the colors, fonts, and other design fundamentals. Design and Layout The general design of Beach Resort Hotel Stays in Thailand incorporate numerous design requirements including the design and layout of the restaurant and other customer user areas within the establishment. The restaurant area is strategically designed enabling the customers to move easily and access services easily (Aigbedo & Parameswaran, 2004). The sitting spaces, the materials used in making the chairs and tables, and the comfort of these facilities attracts more customers. Beach Resort Hotel Stays in Thailand management understand the significance of design and layout, and these factors have been integrated into the development and management of the facilities. Decor and Ambiance The décor and ambiance at the Beach Resort Hotel Stays in Thailand have been development with the consideration of customer diversity (Akter, D’Ambra & Ray, 2010). The colors, the design of employees uniform, the utensils, the beds in the rooms, the swimming facilities, and the accessories makes the customers feel comfortable and wish to continue utilizing the facilities (Aigbedo & Parameswaran, 2004). The décor and ambiance in terms of the taste of food, the quality of products used in the bathrooms and toilets, the lighting and cleanliness have been capitalized at the Beach Resort Hotel Stays in Thailand. Outcome Quality The outcome quality discusses the technical quality of the service, and it affects the customer perceptions. The aim of outcome quality concentrates on the customer’s perceived value and impression of the services. In Beach Resort Hotel Stays in Thailand, the outcome quality can be analyzed in terms of quality of food, waiting time and sociability. Quality of Food Beach Resort Hotel Stays in Thailand aims to accomplish the different requirements of the customers and food is integral with these requirements. Provision of diverse tests and cuisines are aimed at addressing the needs of the customers (Akter, D’Ambra & Ray, 2010). The diverse foods inclusive of quality and variety makes Beach Resort Hotel Stays in Thailand unforgettable. The presentation of the food and beverages also creates a lasting impression. Waiting Time The waiting time influences the satisfaction of the service and products. At Beach Resort Hotel Stays in Thailand, waiting time is important, and the employees ensure the customers are informed of the expected time of services and resolve problems if it may arise (Akter, D’Ambra & Ray, 2010). For example, waiting time for food is communicated to the customer after ordering and waiting time is also communicated to these customers when the customers require additional services from other sectors in the establishments (Aigbedo & Parameswaran, 2004). Through effective communication, employees at Beach Resort Hotel Stays in Thailand informs the customers on time arrangements and addresses effectively complexities, which may occur. Sociability The interaction between the customers and the employees should be social in nature, but the aspects of professionalism and formality should be integrated into the processes (Aigbedo & Parameswaran, 2004). Beach Resort Hotel Stays in Thailand’s employees integrate professionalism and formality in advancing social requirements. The sociability is premised on the manner of communication both verbal and non-verbal communication, continuous engagement with the customers, and making the customers feel welcomed to the establishment. Higher Order Constructs Higher order constructs discuss the influence of quality of service to the establishment and the fulfillment of the expectations of the customers (Harris & Ezeh, 2008). In Beach Resort Hotel Stays in Thailand, the higher order constructs include customer loyalty, corporate image, customer satisfaction and customer perceived value (Akter, D’Ambra & Ray, 2010). Customer Loyalty Beach Resort Hotel Stays in Thailand target is to satisfy the customers contributing to customer loyalty (Bowen & Chen, 2001). The customers are loyal because of the quality of the services and the perception of the customers. The products and services offered by Beach Resort Hotel Stays in Thailand address the varied requirements of the customers resulting in appreciation from the customers. Customer Satisfaction Customer satisfaction is an integral component in determining the effectiveness of service. Beach Resort Hotel Stays in Thailand aim is to fulfill the requirements of the customers and it is possible through the engagement with the customers (Chow et al. 2007). For example, the Beach Resort Hotel Stays in Thailand employees experienced and qualified employees who satisfy the requirements of the customers (Aigbedo & Parameswaran, 2004). The customers are satisfied increasing the chances of the repurchase of the products and services. Customer Perceived Value The customer perceived value is the difference in evaluation of a service relative to competing services. Customers evaluate the service and determine whether it meets their respective expectations (Brey & Choi, 2011). Beach Resort Hotel Stays in Thailand services are of high quality and meets the requirements of the customers. It is, therefore, customer perceived value because it accomplishes the needs and requirements of the customers (Akter, D’Ambra & Ray, 2010). Beach Resort Hotel Stays in Thailand entire offerings are attractive to the customers, and the customers rate the products and services highly. The Strategic and Tactical Value of Management of the Hierarchical Model Strategic Value The CHM guides the management on the appropriate strategic approach. The company may have numerous options and approaches to accomplish organizational requirements but through the use of the CHM, it is possible to determine the most appropriate strategy (Akter, D’Ambra & Ray, 2010). For example, the role of human resource is to address the requirements of the customers and analyzing the outcomes of the interaction process, it is possible to propose a corrective measure to any problem resulting in instances such as training and development (Aigbedo & Parameswaran, 2004). Tactical Value The CHM provides the management with tools to clarify cross-sectional study of the variables and determines the relationship among different constructs (Akter, D’Ambra & Ray, 2010). It also ensures the researchers and management are able to analyses sub-dimensions and primary dimensions in longitudinal approach. Through the analysis, it is possible to determine the appropriate tactical approach in addressing the requirements of the customers (Aigbedo & Parameswaran, 2004). Tactics are the means and approaches to engage the customers, and the management can balance different processes to achieve the requirement. The tactics may include capitalization on the positive corporate image or utilizing the customer satisfaction fundamentals. Reference Aigbedo, H., & Parameswaran, R. (2004). Importance-performance analysis for improving quality of campus food service. International Journal of Quality & Reliability Management, 21(8), 876- 896. Akter, S., D’Ambra, J., & Ray, P. (2010). Service quality of mHealth platforms: development a validation of a hierarchical model using PLS. Electronic Markets, 20(3-4), 209-227 Andreassen, T. W., & Lindestad, B. (1998). 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