Customer Service Practices and Policies in the Hospitality Sector

This essay explores the value of customer service in the hospitality sector, focusing on the comparison of customer service practices, policies, and service quality vision of two hotels. It also discusses service guarantees and complaint handling procedures. Recommendations are provided for improving customer-focused service and guest satisfaction.

Customer service 9

Table of Contents
INTRODUCTION................................................................................................................................3
Identify & compare two hotel's customer service practices, policies, & service quality vision ....3
Identify & compare two hotel service guarantee's & complaint handling procedures. ..................4
Recommended on development for correct customer focused service to improve guest
satisfaction for chosen hotel & how this can become part of hotel's culture & strategy ................5
CONCLUSION....................................................................................................................................7

INTRODUCTION
In hospitality sector, customer as well as service both are important which help in generation
of profit and sales revenue. Customer service is defined as process of support or help provided by
entity who has purchased the product of a company (Falter, 2020). It is important to provide them
assistance so that, a positive customer relationship is maintained between both the parties. London
Marriott Hotel Kensington, London a four star hotel headquartered in U.K. The hotel provides
ample number of services such as online room booking, free WI- FI, SPA, entertainment facilities
etc. Main aim of this essay is to understand the value of customer service in hospitality sector. This
essay comprises of comparison between two hotel's customer service practices & policies, service
quality, distinction between two hotel's service guarantees, complaints handling procedures and
recommendation.
Identify & compare two hotel's customer service practices, policies, & service quality vision
The hotel industry is changing at rapid scale, and they are developing the business at larger
level. So, in this essay two hotels have been taken which are London Marriott Hotel Kensington,
and St. Ermin's Hotel. Both these are four star hotel which provides various types of services
according to their manageable structures, HR strategies etc. In relation with London Marriott Hotel
Kensington, they focuses on customer service practices which is adopted by them like practices of
to gather data of customers as well as market information & to put a brand goodwill in minds of
customers. Customer services are necessary to be focused so that relationship is being maintained
in proper which is helpful for business productivity. Whereas in context of St. Ermin's Hotel, they
use customer service practices like personalizing the relationship with customers to achieve their
goals effectively and managing customers expectations up to the mark. Then comparison is about
policies in which London Marriott Hotel Kensington have their reservation policy in which they
states that reservations must be guaranteed with a credit card (Senarath, 2019). On the other hand,
in reference with other chosen Hotel they have cancellation, prepayment and reservation policies in
which they accepts all type of debit & credit card. All these policies are necessary to be followed
by so that business efficiency is maintained. Further comes the service quality vision in which St.
Ermin's Hotel, have their vision is to access the customer's data insight to understand their
behaviour in a sector & which assist in providing of better service quality. Their main vision is to
maintain a basis for relationship so that service quality is provided properly. In comparison with
other hotel, their service quality vision is to bring up & provide quality of services to every
customers at appropriate level. They focuses on their core services which helps them in retaining of
end users for longer period. As their main vision is to be the world's favourite travel enterprise.

These both hotels focuses on delivering of all these polices, procedures, service quality
visions according to their level of need or requirement. Further, managers of both hotels assure that
correct decisions are made during the processes so that objectives are achieved. Moreover, it is also
seen that focusing on these they are able to carry out their functions & operations in proper manner.
Also, it is analysed that these are to be adopted by them in most effective way which helps in
decisions making. The discussed comparison shows that it is every hotel carry out their activities,
functions, operations, which help them in achieving of objectives in efficient way. Therefore, it is
crucial to focus on these three so that it is easy to deliver a proper processes.
Identify & compare two hotel service guarantee's & complaint handling procedures.
In this competitive era, customers mostly focuses on their products & service quality for
which they are paying amount. Without providing quality of service, it is not possible to carry out
hotel operations or business in correct way. Hotel service guarantee as well as complaint handling
procedure of every hotel is different from each other. These important which are needed to be
carried out with proper consideration. In hotel service guarantee, Marriott Hotel Kensington
provides service guarantee to their special members who have chosen subscription of their hotel
while booking the rooms. For example- they deliver special welcome to their elite members with
warm welcome. Whereas in comparing it with its competitor St. Ermin's, they too provide service
guarantee to their old customers with special discount rates & other free facilities. Without
providing of service guarantee it is not easy to convince customers to stick to a particular brand.
Thus, it is important for to deliver it in appropriate manner (Juanamasta, 2019). Then comes the
compliant handling procedures in which how a hotel handles or manages all problems of
customers which they faces are focused. In relevance with Marriott Hotel Kensington, they
manages their customers complaints by responding to their queries at both online & offline modes
such as via their websites, properly considering their online feedbacks, carrying out surveys forms.
Through this, they are able to handle & manages all complaints of their customers effectively.
Whereas St. Ermin's have a special software through which they get aware & notified whenever a
customer filled a complaint regarding their services or any other thing. In this way, they handles
every guest problems which they faces during processes of ongoing service delivery. Also, staff
always carry out the proper communication process though which it is easy to examine &
understand the problems of every end users (Burgess, 2017).
Therefore, it is analysed that is essential for hotel industry to provide service guarantee as
well as manage complaint procedure in most efficient way. It is difficult for hotels to manage
every problem of their guests & for which they need effective procedures & practices so that it is
easier to deliver a solution to problem. Manager of hotel need to be ensure that correct form

appropriate procedures are adopted so that complaint feed by customers or guests are managed
easily. Both these are necessary to focused which will help in improving of their brand goodwill
in market as well as in minds of customers at larger level (Xu, 2016).
Recommended on development for correct customer focused service to improve guest satisfaction
for chosen hotel & how this can become part of hotel's culture & strategy
After analysis and brief comparison above reflected matter, as a guest relation manager I
have examined that there are some suggestions & recommendation which are required by both
these hotels which results in better providing of customer service which leads to improved
satisfaction level. Customer focus is defined as process of focusing into customers needs with aim
to improve their loyalty towards a firm. It is necessary to improve customer focus so that they are
tick to brand for longer period of time. So, in relation with both chosen hotels they need to aware
about their guests needs, requirements which will help them in examining of their way of
perception. Developing the end users focus is not easy which require deep level of knowledge,
expertise & interest in a the field. By properly doing analysis, it is easy to enhance the
appropriate consideration on focus of customers. Also, these recommendation will help in
implementing effective strategies within a hotel. Thus, several type of recommendations are
discussed below-
 It is recommended to St. Ermin's they should expand their operation level of activity so
that it is easy for them to handle and manage all guests requirements & complaints in well
organised way.
 Then, in reference with Marriott Hotel Kensington, they should hire skilled and experiences
employees so that they will be able to improve their productivity at higher scale. Also, it
will be easy for them to enhance service procedures in effective way.
 In context of St. Ermin's hotel, it is crucial for them to be active & aware about complaint
feed by end users which assist them in delivering of solution to guests problems.
 Another one is to use proper way of communication which will help in understanding the
message received by customers.
 Further one is to take action against any injustice done to guests by staff which will help in
 It is also recommended that both hotels should have ability to determine or anticipate the
hidden of customer's which too help in improving their focus towards a brand.
 Moreover, it is recommended to Marriott Hotel Kensington that they should update their
marketing strategies, policies, & amenities amenities which results in providing of total

satisfaction & enhancing brand image. This can become part of hotel culture as they can
regularly update their amenities structure which give them a competitive edge.
 It also crucial to manage time zone of important guests who are VIP'S & are beneficial for
hotel profitability. This will help them in to provide services to them accordingly.
 They both need to adopt effective strategies which will help in development of their
customer focus.
 To improve customer focus, hotel should readily available for new change & marketing
tactics which can be used by them for
 Further, it is recommended to both hotels to respond to customers query rapidly because
varieties of complaints are lodged by guests which are essential to be solved. Manager need
to have regularly check on these problems so that a fixed solution to a specific problem can
be provided to guests within a period of time.
 To improve guest satisfaction they should appoint seniors who can personally provide
service properly with additional amenities that will improve the morale of total satisfaction
of guests.
 Another one is they need to use advanced technologies for their hotel management &
system so that data & information of every guests is securely stored. It too improves the
guest satisfaction level in proper manner.
After examining of above stated recommendation, it is seen that they by adoption of these
given recommendations these can be part of hotel culture & strategy as they assist in improving
hotel's overall structure which can be used as competitive advantage by firm. Discussed
recommendations are useful for both hotels which will help them in improvement of both
customer focus as well as and in delivering of guest satisfaction. Providing of guest satisfaction
leads to receiving of positive feedbacks which is helpful in improving ratings of hotel on digital
platforms. It can also use as hotel strategy which help in achieving of goals & objectives in proper
manner.

CONCLUSION
After a brief analysis of above report, it is concluded that hospitality industry is necessary to
properly focus on customers behaviour, attitude, satisfaction level so that positive relationship is
maintained. Customer service is a time critical process which is essential to be focused because it
help in attracting of more end users to business. It too have both negative & positive impact upon
brand goodwill at wider scale. So, this essay includes comparison of two hotels on the basis of
service guarantee, procedures, policies, service quality vision and complaint handling procedures.
It has been stated that it is crucial for hospitality sector to be aware about these in appropriate way.

REFERENCES
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