Customer Satisfaction in Imperial Hotel

POOR GUEST
SATISFACTION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK ..............................................................................................................................................1
CONCLUSION................................................................................................................................7
REFERENCE ..................................................................................................................................8

INTRODUCTION
Hospitality industry is the fastest and high profitability in compare in any business and
industry. In 2015 this industry contributed 6.3% of national GDP. It is expected that it will
contribute 7.2% by 2025 but industry currently facing so many serious issues which is affecting
the service quality and customer satisfaction, these factor may lead to big failure if any company
ignore these for long time. These challenges are high competition, frequent technical changes,
high customer expectation, tough sustainability efforts, requirement of highly personalised and
educated staff, serious security issues, highly impacted by political, environmental, social
changes. Current study try to find out the factor which caused poor customer satisfaction in
Imperial Hotel because of poor staff performance. Study also suggest the way hotel manager can
deal human resource management challenge issue by using HRM practice and customer
satisfaction theory(CSAT). to improve the staff and employee skill manager even design
customised T&D session which is also covered in report.
TASK
Imperial hotel currently having nice Hotel occupancy(90%) which seems like hotel is
best in its service but it is not true at all because manager receive so many complaint form
customer. These complaints are related to rude staff behaviour, problem in check - check out,
poor room services and mistake in bills. Customer comes in hotel for relaxation from engaged
and stressful life schedule, even customer are ready to pay best to hotel because they want to feel
and enjoy the each and every moment. Apart from it customer want to create some best memory,
improvement in interpersonal relation with family, friend and collogues in while staying in hotel.
These all expectation become more critical for industry because its sale and goodwill highly
depend on word of mouth sale and customer satisfaction.
Customer do not time for fight and to solve the issue with staff as it happens in imperial
hotel current as fighting with staff and long queue for check in check, it not only eat their
enjoying time but it can also spoil the mood. As hospitality service are based upon disposable
income of individual, then wrong billing can trigger the anger because generally people get this
amount by saving income for long time, also they do not tolerate financial loss even after made
huge payments to hotel. Poor room service not only annoy the customer even it hurt the
customer expectation attached with brand name. These all problem are emerged because of
Human Resource management inefficiency(Al Qudah, Yang, . and Anjum, 2018)
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Human resources challenges in Imperial hotel
 Rude behaviour of employee to customer.
 Miserable room service.
 Lack of business ethics in employee which can be seen in billing.
 Absence of accountability and responsibility in employees
 Meagre problem solving skill, interpersonal relation, time and conflict management of
staff which reflect in long que problem
There are so many options available though which manager can communicate regarding
customer expectation to staff like one to one conversation, open meeting, via Training, Emails,
by changes in policies and culture etc. Imperial hotel general manager choose mixture of these
options like open meeting are conduct to discuss and convey common area of improvement
among employee for instance late check in- check out problem can be communicate in these
meeting where behavioural issue are addressed in one to one conversation, to keep dignity and
privacy of employee. Hotel design training session for staff regrading dealing with customer(Al
Qudah, Yang. and Anjum, 2018)
Training and suggestions
(Sources: Training and development, 2008)
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Illustration 1: Training process

Training Need assessment
Training need assesmenet is study and identification of issues where modification is
required . Manager finds so many key area where improvisation is very much required like for
individual and for group both. HR manager must know the expectation of customer by feedback
or by comment card. This area are time management skill, behavioural skills, technical training
to staff member for tackle the check in check out issue, ethical behaviour , communication skill,
conflict management etc. Hr should evaluate current skill of employee(DeWeese. and.et.al.,
2015)
Objective of Training
Here objective of training is to bring effective, efficient and sustainable rectification in
staff behaviour and technical skills. Manager develops different pool of common customer
problem ,for different session like in the first training session, poor room service compliant will
be address, in second seating conflict management will be look after. Manager also set the
standard for training outcome for monitoring and controlling purpose. Manager set some
protocol which contain the acceptable quality of service and hand over these to employee. Like
check in- check out process must be completed in 15 mints(Ford, 2014.)
Training method
for new employee in Hotel manager choose continuous supervision and manager
guidance to train them for customer satisfaction. On the job training is ideal to deal with problem
because it gives real time result so that corrective action can be taken gradually. Manager can go
for business consultant for render professionally designed training session customer satisfaction.
Some customer service training agency provide customer service handbook and manual which
contain all the protocol and solution about “how to deal customer”. These manual must be given
to employee so that they can solve the issue on time by reading these(Pizam, Shapoval. and Ellis,
2016)
Evaluation and control.
Manager decide to evaluate the employee performance monthly. Employee allow for self
evaluation so that he can employee can judge effectiveness training about changes. Behavioural
checklist, rating scale,360 degree and feedback from customer are the best evaluation method to
tackle this issue. Employee are evaluated for Process, Outcome and Impact changes.
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Suggestions
Time management and planning-
Check in check out issue frequently arises because of poor time management of
employee. In this training secession manger ask employee to set daily, weekly, daily even hourly
plan, employee must know how to prioritize the things' means employee must give importance to
urgent work over importance work when they have short time. For instance if a customer is
waiting, then first he should be entertain by staff. Employee can go to attend meeting and leave
customer without paying attention. Employee must avoid interruptions, take rest breaks to de-
stress, do important work when they have full energy and less important work in evening hours
etc(Pizam, Shapoval. and Ellis, 2016)
Conflict management
Confit occur because of different personalty, perception, background and priorities. Employee of
Imperial hotel current face one time confit and ongoing confit with its customer. Manager gives
some tips that can help in avoid or minimize it.
 Have empathy to customer it means employee must put themselves in place of customer
to know their problem, depression and situation.
 Ask employee about their problem if employee is unable to recognise by themselves.
 Pat honestly to customer in commination all kind of polices of hotel like payment policy
also tell customer terms and condition clearly.
 Respect differences because all human have difference.
 Employees must not cross their boundaries like they can not use abusive language at any
cost with dealing a conflict with customer(Losada. and Manolov, 2015)
 Listen to customer carefully and negotiate a resolution.
 Say thanks to customer if they suggest anything or help hotel to identify the improvement
area.
 Employee must ask to customer about their expectation ,need and capacity before
offering any service to them. For instance if a customer demand luxury room, it does not
mean he is ready to pay high amount. In this case staff must know the willingness to pay
of customer.
Ethics improvement
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Ethics play a very critical role in Hotel industry because this industry has to deal with human
being , and ethics help to maintain the standard and quality of service. Imperial hotel billing issue
is example of bad ethics as well as human mistake. For instance if customer receive wrong
billing it is possible employee deliberately doing this or it may be chances that employee
continues commit some mistake again and again unintentionally. Here are some suggestion by
which hotel can enrich the ethics in their employees(Hill. and Alexander, 2017)
 Hotel must put ethics at top of the vision and mission statement. Ethics commitment must
cover all the stakeholder who have relation with hotel.
 Strict guidelines must be given to employee for ethics in day to day work.
 HR manager must put potential punishments in offer letter. Apart from it HR must set
example by giving punishment to employee who found guilty.
 Hotel HR must design appreciation and reward for the employee for their ethical
behaviour at workplace. This rewed not only satisfy the employee but other employee
also feel inspire to do so.
 Hotel must keep take of privacy of whistle-blowers. Generally in Hotel industry this
whistle-blowers role is played by customer or co- worker.
 There must be ethics panel who check out the ethical problem and make judgement. It
would be nice that this panel have higher authority in it.
 Lest but very important suggestion is employer must know the reason of unethical
practice done by employee. Because it is also possible that employee did not do wrong
thing for his interest, maybe he was in pressure that time(Caruana, Ramasashan. and
Krentler, 2015)
Customer complaint management
 Hotel increase automation to deal with complaint, it means there must be the latest
customer oriented software in hotel that can successfully track the new complaint, record
the important one, to avoid the recurring the same mistake multiple time.
 Employee must have personality identification ability, so that he can know the behaviour
of customer like aggressive customer or normal customer. Different customer must deal
differently.
 Hotel staff must categories its customer so that they would be treated accordingly. Like
The Chronic Complainer are one of the type customer. This customer stay in touch with
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company till their issue not been resolved, in these case employee must deal Patience.
The Barnacle type of customer can never be happy because they are expert in finding
problem of every solution, in such case employee must respond objectively.
 Employee must check their E mail frequently to know the latest update of particular
compliant(Caruana, Ramasashan. and Krentler, 2015)
 Staff must verify the solution. For instance if a customer file a complaint and hotel
successfully solve the problem, even after staff must ensure that customer feeling
satisfied with solution or not.
 Time and respect are two important in customer satisfaction. Complaint must be resolve
as soon as possible and customer must be treat respectfully by staff.
 Nowadays customer prefer to fill online complain on Hotel website, so hotel must give
proper attention these otherwise Hotel has to face public shaming later by customer.
 Hotel must conduct standard and custom training and development based upon these
complaine.
Check in check out issue
 Hotel can increase use of technology to resolve this issue like render option to customer
for self check in and check out by using app on mobile phones.
 Face recognition technology can be used to retrieve the data of regular customer.
 Expedited Check-Out can be follow by Hotel staff, in this technique bill generated on
anticipated amount which must be send to client's Email in early morning when customer
going to leave the hotel or guest must allow paying bill after in case of urgency.
 Automatic check in option also can be use like guest can virtually visit their room and
login into it(Sengupta, Balaji. and Krishnan, 2015)
Conduct training
Peter Farnsworth choose role playing, case study, coaching, lectures, magament games,
group discussion and tutorials, video and audio conferencing tools to employee for improvement.
For technological skills' improvement he chooses one time training session where for
behavioural concern of employee he opts continuous training.
CONCLUSION
From the above study it has been summarised that customer play a critical role in sustain
the growth in hospitality industry. Poor gets satisfaction not only frustrate customer but affects
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the market share, goodwill and competitive advantage of organisation. So this industry must put
more focus to train employee for their behaviour and communication because here
people(employee) is working for people and they both element are dynamic in nature which is
hard to control in compare of machines. Empathy is one the best solution in dealing this problem
because it can minimise the misunderstanding between these two. Half of the problem can be
solve before they appear by using empathy. Organisation must not put all the burden on
employee only, they must educate and communicate their policy even to customer to remove
confusion and manipulation.
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REFERENCE
Books and journals
Al Qudah, N. F., Yang, Y. and Anjum, M. A., 2018. Transformational Training Programs and
Quality Orientation of Employees: Does Employees’ Loyalty Matter?. Sustainability,
10(2). pp.465.
Caruana, A., Ramasashan, B. and Krentler, K. A., 2015. Corporate Reputation, Customer
Satisfaction, & Customer Loyalty: What is the Relationship?. In Assessing the Different
Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty (pp. 301-
301). Springer, Cham.
DeWeese, B. H. and.et.al., 2015. The training process: Planning for strength–power training in
track and field. Part 1: Theoretical aspects. Journal of sport and health science. 4(4).
pp.308-317.
Ford, J.K. ed., 2014. Improving training effectiveness in work organizations. Psychology Press.
Goetsch, D. L. and Davis, S. B., 2014. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Losada, J. L. and Manolov, R., 2015. The process of basic training, applied training, maintaining
the performance of an observer. Quality & Quantity. 49(1).pp.339-347.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International Journal of Contemporary
Hospitality Management. 28(1). pp.2-35.
Sengupta, A. S., Balaji, M. S. and Krishnan, B. C., 2015. How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research, 68(3). pp.665-674.
Online
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Traning and development. 2008. [Online]. Available through
<https://www.mbaskool.com/business-concepts/human-resources-hr-terms/8685-training-and-
development.html>
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