Managing Poor Guest Satisfaction at Imperial Hotels

This project discusses the issue of poor guest satisfaction at Imperial Hotels in London. It reviews management theories, analyzes the problem, and proposes ways to effectively manage the issue. The report also includes secondary data analysis and key proposals for resolution.

POOR GUEST
SATISFACTION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Review of management theory of Poor guest satisfaction .........................................................3
Analysis of Poor Guest Satisfaction............................................................................................4
Summarizing and Interpretation the secondary data of the Imperial Hotels...............................5
Ways to effectively manage the poor guest satisfaction.............................................................5
Key proposals for resolution of the poor guest satisfaction problem-........................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
This project shall be discussing the issue of poor guest satisfaction that is faced by the
Imperial Hotels, London. Imperial Hotels is an international brand of the chain of Star Hotels
which is located in the heart of London in the west. In the regular surveys that the hotel
conducted it concluded that the hotel has the lowest customer satisfaction in the chain of Star
Hotels. The report shall be reviewing the management theory of customer satisfaction and
showing how the management should tackle this problem. It shall be highlighting the detailed
analysis of the problem that its guests are facing and the shortcomings that are to be cured by the
hotel. Further it shall be demonstrating the secondary data as collected by the company in
various online and offline surveys of the guests. This data represents the lack of facilities
provided to the customers and their complaints not being entertained. This does not meet their
expectations and leads to dissatisfaction. The report shall be including the ways to effectively
manage the problem of various tourists like waiting in queues for checking in and out, poor
quality of rooms, receptionist who is rude and indifferent towards the guests etc. Lastly the
project shall be covering the proposals with justification to resolve the problem as experienced
by the Imperial Hotels management and its guests. Such proposals if implemented shall help the
hotel regaining its lost reputation and generating better profitability and growth prospects in the
future.
MAIN BODY
Review of management theory of Poor guest satisfaction
Satisfaction is a psychological state of mind that represents the appraisal of specific
experience (Customer Satisfaction, 2020). Customer satisfaction is the measurement of
organization's product or service satisfying capacity (Anderson and et.al., 2018). In that respect
to customer satisfaction are theories related to guest gratification which defines it in respective
ways. The Expediency Dis-confirmation Theory- explains the guest atonement in the context
of mental processes in the way like how client thinks (Edelson, Senk and Stock, 2018).
This theory helps firm to understand three stages of satisfaction the first phase is before
the experience of any good or services, during the experiencing product or services and
after consuming and using commodity and services. After such phases if the customer

feel that its above their expectation so it results in positive dis-confirmation and if the
performance is worse than it is perceived to be worse than their expectation.
 Another theory is the Zeithaml and Bitner Model- states that consumer satisfaction is
measure through price and personal factors like customer satisfaction which is based on
price, service and product quality (Christopher, Laasch and Roberts. 2017). So the firm
like Imperial hotel need to understand these factors to improve customer experience. As
this is the foundation of next time purchase of product and being loyal of product. And
customer loyalty results in customer retention that play an important role in scoring
organization performance. This theory would be beneficial for Imperial hotel (Cameron
and Rössler, 2018).
There are different elements that can help company like imperial to improve their
performance and make qualitative majors like make a survey in such a manner that survey can
tell you whole story of their experience and let them to suggest the some ideas so that they can
feel special and it will also lead to improve their satisfaction. Conduct Net promoter score and
measuring CSAT success through score scale (Kartikowati, Gimin and Sakdanur, 2018).
Analysis of Poor Guest Satisfaction
Imperial Hotel have many lacking area but major area of problem is poor guest
satisfaction as the customer is king of market treating them properly becomes important part of
business processes. Imperial hotel conducts guest satisfaction survey every year which help the
hotel to grade it facilities that survey has resulted in poor grading of facilities due to more time
consumption in check in and check out as arriving customer have to wait in queues for long time
it impacts the first impression of hotel as guest don't prefer to wait when they have travelled a lot
have want just room to take rest. Besides, employees need to be polite with customer but the
hotel's staff behave rudely with guest so it also gives poor result (Mdala and Michael 2019).
Training and important actions should be taken by the hotel to improve this as it is the lowest
graded hotel in industry.
There have been many times that customers have complaint regarding errors in final bill
which can spoil the impression of hotel front of customers. Even the facilities like cleanliness of
bathroom and other facilities like lighting problem-solving timing have been very poorly
according to review of customer, it has also been observed that solving time for any problem is
so slow that customer get frustrated till the problem is solved (Sakae and et.al., 2017). The

Imperial hotel need to change its problem solving strategies to get the growth and it also needs to
train its employees regarding serving the guest in the best manner, every day the servants should
clean bathrooms should change the curtain and bedsheets so that the customer can feel hygiene
and get vibe to visit again there and also refer hotel to their friends and family in such way only
the hotel can get success.
Summarizing and Interpretation the secondary data of the Imperial Hotels
The secondary data recently collected by the hotel discloses that the services that are
offered are majorly falling on the negative side of the benchmark statement. These services are
not up to the mark and requires optimization. The prominent problem that is faced by all the
guests could be the accuracy of the bill itemization and its charges, delays in the check in and the
check out processes and the quality of the staff of the hotel (Pollitt, 2016). The services that are
offered in the foo and beverage sector and the cleanliness and hygiene are also inappropriate
which are not creating the value of the brand. The overall experience is also at the negative end
like revisiting ratio is less, expectations not met and the value for money not achieved.
The Management Theory of Expectancy dis confirmation States that customer
satisfaction is mind state judgement regarding experience of Specific product or service. Theory
have give three phases like expectation, perceived performance and satisfaction. The perception
of customer regarding check in and check out before arriving hotel is always positive but the
secondary data represents it in negative way so perception in first get adverse that results in dis
satisfaction, It is always expected from staff to be courteous for customer but the data represents
the opposite of it, the second phase is experience during the service or feeling while being n hotel
is also mentioned in data to be bad, guest experienced the unhygienic bathrooms and rooms and
last phase is satisfaction that is settled on previous phase of expectation and perceived
performance (Bullock, Haddow and Coppola, 2017). The second theory Zeithaml and Bitner
have explained that customer satisfaction is result based on price and quality of goods and
services in Imperial Hotel several customers survey and all of them have mostly stated that the
pricing calculation is not so good and quality of service is also awful.
Ways to effectively manage the poor guest satisfaction
There can be ways to effectively manage the problem of poor guest satisfaction as present
in the Imperial Hotels. The problem that it is facing is regarding the poor quality of the rooms as
offered to the customers, poor quality of staff, lack of responses on the complaints, delays as

faced at the time of checking in and checking out of the hotel (Flyvbjerg, 2017). All these issues
can be resolved if management takes proper measures to rectify the problem like it can improvise
the services that are offered, design an effective complaint redressal system, training
programmes for the staff to effectively handle the guests, real time check in check out without
standing in long queues. Some specific policies that can be designed to effectively manage the
level of customer satisfaction are:-
 Grievance Redressal System- Imperial Hotels shall design a proper system for
grievance redressal of the customers wherein timely responses to their problems can be
achieved. A proper network of formal communication should be enforced by the
management so that the hotel is able to resolve the complaints of the customer and
improvise the services to gain customer satisfaction and their positive responses in their
surveys.
 Training and Development of the staff- Proper training and developmental programmes
should be developed to ascertain proper knowledge among the employees regarding the
services to be provided and tackling the guests with different cultural background. The
employees should be disciplined and determined to serve the customers with best
possible services to rebuild the brand image through positive word of mouth (Kowalski
and et.al., 2018).
 Building network of Online services- The management is facing problems to manage
bulk guests, long queues and the delays in the check in and check out of the hotel. This
problem can be managed by creating an online system through optimized website of the
company that shall provide with all the relevant details, online bookings, online payment
and the check in and check out facility over the website. This shall manage the problem
of overcrowding in the reception and shall avoid the unnecessary delays faced by the
guests.
 Maintaining the health and hygiene- To obtain the satisfaction of the customers health
and hygiene is the main sector to focus upon. The services as provided by the hotel shall
be ensuring proper hygiene in the food, rooms and bathrooms. During the times of corona
pandemic this becomes the need of the hour. Proper cleanliness, sanitization, quality
should be maintained for the better health of the guests staying in the hotel.

Key proposals for resolution of the poor guest satisfaction problem-
As indicated by the various surveys that are undertaken by the management of Imperial
Hotels, it can be concluded that the guests are not satisfied with the stay at the hotel due to
certain issues that are faced by them (El Diri, 2017). Such issues can be resolved by the company
by following the proposals as ascertained:-
 Personalized and customized services- One way to maximize the customer satisfaction is
by providing them with customized services as desired by the different guests of the
hotel. The customized services can be like the room can be designed as per the occasion
like anniversary, birthday etc. Gifts, refreshments etc. can be provided as complimentary
services (Williams and et.al., 2017).
 Apply sales promotion tools to generate the brand awareness like offering discounts,
vouchers, freebies etc.
 The receptionist of the hotel should be one who is well trained, sweet, maintains equality,
well known with the culture diversities etc (HUSSAIN, 2017).
 Development of the in room technology such that room services are instant to the
customers. Technologies that can maintain effective communication between the guests
and the staff is necessary like smart keys to access the room, tablets can be placed inside
the room so that the visitors are facilitated to demand for the room service.
 Online facilities should be provided to the customers with the help to optimize the
website to easily reach out the customers (Chapman and et.al., 2016).
 Effective post booking communication so that the preferred choices of the guests can be
known and also incorporated and after checkout also guests should be reached to know
their experience and possible improvisations to be made. This shall make the guests feel
valued.
CONCLUSION
From the analysis of full report it can be concluded that two management theories have
been mentioned in the report which can help Imperial Hotel to know that in what way it can
achieve appraisal from customer and how hotel should determine factors like cost, and quality of
service and product that they can help them to reach level of maximum satisfaction. The report
represents the problem relating to poor guests satisfaction and also states the reasons that why

customers are reviewing the hotel in dissatisfaction phase. The report also mention the
improvement areas that are required to change to achieve favourable response from guests.
Interpretation of secondary data shows bad condition of Imperial hotel like many of the customer
have given the negative scoring regarding staff behaviour, hygiene of rooms and bathrooms,
quality of food and beverages are also not so good according to monetary value charge by hotel.
Effective ways for managing problems in the report are Grievance handling Team should be
created, staff training and development and online booking system adoption etc. and Online
promotion and marketing for getting more customers, refreshment while arriving hotel and small
gifts while checking out so it can make good impression of Imperial Hotel.

REFERENCES
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Online
Customer Satisfaction. 2020. [Online]. Available through:
<https://www.powerreviews.com/blog/customer-satisfaction/>