Analysis of Poor Customer Satisfaction in The Imperial Hotel

This report analyzes the problem of poor customer satisfaction in The Imperial Hotel and provides a 3-point plan for improvement. It also discusses the operational theory and management principles that can be applied to solve this problem.

Report The Imperial Hotel

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysis of the individual problem........................................................................................3
3 point plan for customer satisfaction....................................................................................4
Analyse the operational theory and management principle on firm.......................................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
The Imperial hotel is one of the largest hotels present in United Kingdom. It has 500
bedrooms in London which are maintained by huge number of staff member. This hotel is doing
its business from last 100 years which have helped it in maintaining goodwill in market. Hotel is
listed in four star category hotels because of so long operation and functioning. It provides
number of employment opportunities to people of UK for working with firm. Hotel is doing its
business from a long time but from recent years it is facing some problems like high rate of
employee turnover (Martínez-Martínez, 2019). Poor satisfaction of customers, unprofessional
organisational culture, also of motivation in organisation, issued related to front office staff and
problem if management in back office staff. In this report the problem of poor customer
satisfaction will be evaluated. The Imperil hotel is registered in 4 star category and these type of
Hotel perform regular feedback from there customer. This helps The Imperial hotel in identifying
the problem of poor guest satisfaction. The main reasons behind this problem are poor quality of
front staff. Which leads in dissatisfaction of customer? In this report this problem will be
evaluated. Measures related to solution of firm will also be discussed, that how can firm use
management in solving this problem. Solution to this problem will also help in management of
other four problems.
MAIN BODY
Analysis of the individual problem
The Imperial hotel is one of oldest hotel in UK, which have staff of more than 350
people( including non permanent employee). It has more than 500 bead rooms which an handle
the burden of peek seasons without any major impact. But now from recent time hotel is
suffering form problem of poor customer satisfaction. This is because, in The Imperial hotel
there are number of employees and many of them are not fully trained because of their non
permanent nature (Wang, 2019). And this will lead in poor customer satisfaction. In feedbacks
from customer of firm it can be clearly exam in that there are number of reasons which are
responsibility for poor customer satisfaction. Some of the reasons for this problem are poor
check-in and checkout process, lack of attention of housekeeping staff and untrained front
management staff. These all acted negatively for the profitably and productivity of hotel. Firm
have to use manage theory and principles which can help it in solving this problem and

management of its staff for getting maximum benefit. By solving this problem there is also focus
on other problems like high staff turnover and management of employee. The Imperial hotel can
use Hypothesis Testing Theory and proper method of training and development which can help
firm in nullifying impact of this problem from Hotel and get back to its position. There is also
crucial role of housekeeping staff to perform there functions in firm and help other function in
retaining good talent in firm. The reasons for poor employee satisfaction are stated below:
 Unprofessional organisational culture: Employees in the organisational not so
professional and this will impacted negatively on Imperial hotel as it decrease their
customer satisfaction in organisation (Chung, 2018). The reason behind negative
organisational culture is high rate of employee turnover and decrease in motivation of
employees.
 Poor quality of staff: It can be seen from the study of feedback of guest that staff quality
of imperial hotel is very bad. His is because there is high employee turnover ratio and it
leads in low experienced staff. There is lack of proper Training and development in this
hotel which leads in customer dissatisfaction as quality of staff can't be maintained. Lack
of training and development will also lead in dissatisfaction of work because un trained
staff can perform complex tasks.
 Housekeeping: Housekeeping department of firm play an important role in poor
customer satisfaction this is because firm they are not doing their work properly. The
basic cleanliness requirement of customers is not full filling. There is huge confusion in
work of different mangers of housekeeping department. The imperial hotel have to use
effective pans to solve the problems related to employees of housekeeping departed.
3 point plan for customer satisfaction
Strategy Description Benefit
Inspire a healthy work life
balance
With the better food and diet
plans it is identified that all
task are performed within
proper manner to gain
maximum outputs (Martínez,
2019).
The major benefit which is
gained by management refers
to manage operations in
organised manner. So it is
done in decided time period.
Provide training and Training and development Employees play an important

development to employee play an important role in the
hospitality industry as it leads
to increase employee’s
productivity.
role for organisation.
Therefore, with right training
it is easy to implement right
skills to perform operations
in better way.
Developing good working
culture.
The culture determines work
environment which is
followed by organisation to
perform their work effectively.
It is followed by management
and employees of a respective
organisation.
On the other side, benefits to
follow and develop right
culture in organisation are
that all employees similar
work techniques and
methods.
Analyse the operational theory and management principle on firm
There are various theories relates with customers satisfaction that is used for satisfying all
needs and wants of guest which improves the poor satisfaction level (Filimonau, 2019). There
are different theories which are used to work as per consistency and generate positive outcomes
from all operations. Some of the theories related with guest satisfaction level are mention as
follow:
 Assimilation theory- This theory is based on Festinger's dissonance theory which posist
that consumers generates some kind of cognitive comparison with in between expectation
related with product and its performance. It is the view that relates with consumer post
usage and its evaluation that is based on evaluation and customer’s satisfaction level.
According to this consumer seek for making and adjusting perceptions related with
product that is used for making line with expectations. Relationship between expectation
and satisfaction not demonstrate that how services generate or enhance customer
satisfaction level.
 Contrast theory- It is first introduced by the Hovland, Harvey and Sherif which
represents the theory for magnify discrepancy that relates with one own attitude. Contrast
theory show one's own attitude and the consumer post-usage evaluation process which is
represented in assimilation theory. It is also used by management to make better
consumer that generates expectation for enhancing satisfaction level. On the other side,

assimilation theory posits to minimize and occurs to lead a magnified and exaggerated
that generates promising for advertising better results. From perspective of Star hotel it is
identified that it generates complexity to monitor customer reaction on the company
services.
 Assimilation- contrast theory- This theory was introduced by the Anderson in the year
1973 with in context of post-exposure that is used for product and service development.
From the perspective Imperial or Star hotel it is identified that customer's latitude defines
acceptance if it is fall short for expectation (D’Annunzio-Green, 2018). The discrepancy
theory is disregarded and assimilation theory leads to operate and work as the motive
which enhances the methods for performing all tasks in right manner. On the other side,
the criticism theory which relates with business performance refers that it is complex to
make right results because both theory problem different roles in a particular situation.
 Adaptation level theory- With the implement of adaptation theory that is consistent and
generates better results for organisation in order to improve customer satisfaction level.
The development of Adaptation theory suggests that it relates with expectation and
satisfaction level that directly enhances customer stimuli for developing better relations.
This also leads company to generate positive deviations from all operations by adoption
of all those aspects which changes final tone for evaluating better results. The criticism of
this theory defines those aspects such as instability of staff, low morale of employees etc.
which are impacting on overall productivity of the organisation.
With the analysis of all above theories it is identified that all perspectives plays an essential role
for the organisation for increasing the morale of employees that retains companies to generate
better results. There are various problems are faced by the management related with organisation
and its work-culture such as high rates of staff turnover, negative work culture etc. But the major
problem or challenge faced by organisation relates with poor guest satisfaction. So management
of imperial hotel is concerned about making changes that relates with company and its
performance. Therefore, various theories such as contrast theory, adaptation theory etc. are
implemented for increasing customers satisfaction level and to deal with issue of housekeeping
and poor quality of staff.
Management principle also plays an essential role in the organisation which is leading hotel
industry to improve overall performance that leads to deal with all problems. Customer

satisfaction is the key for achieving long term sustainability in the competitive market. Some of
the principle that improves customer satisfaction level with in minimum time period.
Human transaction it plays an essential role in organisation which leads company to make better
results by generating better communication among both parties. This also suggest in context of
both organisation management consider that its task and objectives are concerned about
generating better collaboration between work( Del, 2018). Customer centric it is one of the most
effective another principle which is used by organisation to generate all those aspects which is
used to deal with company goals and objectives appropriately. When management of imperial
hotel play there role to work with customers methods than it is easy to identifies all task and
generate long term results by generating all aspects which is used to improve potential of
customers. In the last, it is also beneficial to generate all and implement those programs which is
used to gain better experience from all potential customers by providing them right training.
Example- Poor quality of staff performance is directly improved by adopting right skills and
objectives.
CONCLUSION
From the above mentioned report it can be concluded that the imperial hotel is suffering
from a bad time where there is number of problem. Nut it can solve this by eliminating the first
and major problem of poor customer satisfaction. This issue have its direct impact on revenue
generational of firm as if customer will not satisfied than it will not visit the hotel again and there
will negative image of hotel and there staff. Firm can solve this problem by using different
number of management theory that will related to problem and have their direct role in solving
problem. The above mentioned theory are only use full to firm is it use them with proper plan
and strategy. Solution to this problem can also help firm in managing other problem as training
and developmental of employees will help firm in managing the performance standards and will
boast motivation of firm, this have its direct impact on reducing the employee turnover ratio in
firm. Housekeeping staff of firm has to ensure cleaning services in form on regular basis which
can increase the trust of consumer and will provide positive feedback of firm services. The
problem of poor satisfaction can be eliminated from organisation and this will benefit in
organisation success and achievement of goals.

REFERENCES
Books and Journals
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medium-sized enterprises in the hospitality sector. Worldwide Hospitality and Tourism
Themes.
D’Annunzio-Green, N., 2018. Conclusion: is talent management a strategic priority in the
hospitality sector?. Worldwide Hospitality and Tourism Themes.
Del Chiappa, G., Gallarza, M.G. and Dall'Aglio, S., 2018. A relativistic value-based approach to
interpreting e-rating and e-complaining behaviour in the hospitality sector. European
Journal of Tourism Research, 18, pp.13-32.
Filimonau, V. and Delysia, A., 2019. Food waste management in hospitality operations: A
critical review. Tourism management, 71, pp.234-245.
Martínez, P. and Nishiyama, N., 2019. Enhancing customer-based brand equity through CSR in
the hospitality sector. International Journal of Hospitality & Tourism
Administration, 20(3), pp.329-353.
Martínez-Martínez, A and et. al., 2019. Knowledge agents as drivers of environmental
sustainability and business performance in the hospitality sector. Tourism
Management, 70, pp.381-389.
Wang, S., Hung, K. and Huang, W.J., 2019. Motivations for entrepreneurship in the tourism and
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Hospitality Management, 78, pp.78-88.