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The role of employees in providing good experience to consumers

   

Added on  2021-02-19

21 Pages7066 Words392 Views
Hotel and GuestExperience

EXECUTIVE SUMMARYIn this report, there is discussion about role of employees in providing good experience toconsumers. Employees are the asset which act on the behalf of association and make them awareabout new services offered. There is requirement of different assistance which is specific andrelevant in context of understanding changes in better and effective manner. This assignment isbased on Hotel Grand Hyatt in Melbourne, Australia. This is one of the largest hotel chainserving in different parts of country. As compared to older days, there are many reasons forwhich consumers visit hotels such as business purpose, outing, family get together, wedding, etc.Hence in this report, there is discussion about different strategies through which consumersatisfaction can be enhanced, overview of consumer experience, employee's contribution inpositively affected consumer experience, etc. If consumer has bad experience from services ofGad Hyatt, then its outcome are also discussed such as loss of market share, increment in trainingexpenses, negative behaviour of top level management, conflict in working hours, etc. At lastthere is discussion about ways through which consumer experience can be improved such asplanning related to cost, effective approaches of training and development, constructivefeedbacks from consumers, etc. With delivering best quality services and improving consumerexperience brand image of Grand Hyatt improves and scope of business growth improvesbecause of increasing consumer base.

Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2TITLE: “The employee involvement in service and the guest experience in a hotel context”. Acase study on Grand Hyatt Melbourne, Australia. ..........................................................................1INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Concept of customer experience and development of professionalism within hospitality andtourism industry......................................................................................................................1Overview of guest experience and how it has evolved..........................................................3The importance of employees, their contribution and empowerment as per relation withservice culture.........................................................................................................................6Consequence of poor customer services for The Grand Hyatt Hotel.....................................8A range of strategies which hotels can take to improve the experience of potential customers..............................................................................................................................................10Importance of delivering positive guest experience in The Grand Hyatt Hotel...................12CONCLUSION..............................................................................................................................14......................................................................................................................................................15REFERENCES..............................................................................................................................16

TITLE: “The employee involvement in service and the guest experience in a hotel context”.A case study on Grand Hyatt Melbourne, Australia. INTRODUCTIONIn contemporary hospitality industry, achievement of best customer experience isessential to gain high loyalty of guest. Customer experience refers to perception of clients relatedto services offered by a company. This would directly impact on brand image of organisationseither in negative or positive manner (Oskam, Dekker and Wiegerink, 2017). Therefore,companies that deal in hospitality industry, mainly focuses on serving the guests best service andmanaging business to meet their expectations. The aim of present assignment is to provide adescription report on – employee involvement in service and increasing guest experience in ahotel industry. Here, concept and development of professionalism within broader tourism is alsoexplained. Furthermore, correlation between customer experience, culture and businessexperience is discussed to analyse the impact of poor experience on brand image of a hotel. For this purpose, an investigation is done on The Grand Hyatt Hotel, which isheadquartered in heart of Melbourne city and shopping district. It is one of the finest hotel ofAustralia that has been awarded with a number of accolades to provide unparalleled services andfacilities to guest. In order to provide best customer services, this hotel mainly focuses stronglyon quality of services and way of serving to customers (Radde, 2017). For this purpose, it strivesto maximise its human capital by improving the level of their engagement, because employeecontribution helps more in delivering best customer service and retaining guests for longerperiod (Sabiote-Ortiz and et. al., 2016). As customer experience is the only way to gain loyaltyof tourists within hospitality industry, therefore, a range of strategies is accessed within thisreport for improving the services of The Grand Hyatt Hotel. MAIN BODYConcept of customer experience and development of professionalism within hospitality andtourism industryAccording to the article given by Jay Kandampully (2017), it has been analysed that inhospitality industry, organisations are mainly concerned to increase customer experience inpositive way, by delivering them best services (Customer experience management in hospitality:A literature synthesis, new understanding and research agenda. 2017). This concept of customer1

experience can be defined as perception that a guest makes while consuming services of a hotel.It can be measured by analysing how long a customer avail services of a company where lastingimpression related to experience shows their happiness and satisfaction level. Similarly, poorcustomer experience take potential consumers away from a business (Worsfold and et. al., 2016).Probably they felt angry, annoyed, upset, frustrated and other aspects of negative emotions. Thiswould impact adversely on brand image of a company and affect its reputation in respectiveindustry. Therefore, it provides evidence why creating and focusing on a great customerexperience within hospitality industry is so important (Masiero, Pan and Heo, 2016) . As per opinion of Jason Bordeaux (2019), customer experience can also be defined asimpression that a company leaves on mind of customers about its brand, at each stage of theirjourney (What Is Customer Experience? (And Why It's So Important). 2019). There are multiplefactors present that create customer experience such as performance of workers and attentionprovides to customers on individual basis, for completing their desires in required way. Bothfactors reflect the experience gained by targeted audience, which is critically important forsustaining growth of business. In context with hotel industry, organisations dealing in such sectorare needed to ensure the positive customer experience, so that potential guests can evangelizehotel services and promote business through mouth publicity (Kim and et. al., 2017). Therefore,positive reviews of potential consumers will help organisations in retaining revenue as well asgaining attention of new customers. In context with The Grand Hyatt Melbourne, this hotel islocated in the heart of Melbourne City as well as shopping district, it also emphasises more onincreasing experience of targeted audience, by delivering best services. It offers a range ofaccommodation facilities and luxury services including 547 guest rooms, 24 hours receptionservice, conference facilities, babysitting, hairdresser, Tennis Court, health and fitness etc. Here,it is convenient for guests to go at art libraries, parks, casino, theatre and convention facilities(Luo and Qu, 2016). Along with this, they also get options to choose a Grand Club room whichis located in upper levels of this hotel. Here, they can enjoy a range of complimentary eveningcocktails, mocktails, canapes and breakfasts in the privacy of club lounge. As hotel industry contributes a major role in developing and increasing economy,therefore, in order to give best services to customers, The Grand Hyatt Melbourne focuses moredevelopment of professionalism (Hwang and Seo, 2016). For this purpose, it provides effectivetraining to all associated staff members for delivering professional services to its guests. It2

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