Customer Service Report: Hotel Marriott Customer Service Analysis

This report provides a detailed analysis of customer service within the context of Hotel Marriott. It begins by defining customer service and its importance, highlighting how it contributes to customer retention and business success. The report then explores customer service policies, emphasizing the need for treating customers well and leveraging IT services to attract clients. The report also evaluates customer service policies, detailing the importance of training and development for employees, and assessing customer satisfaction levels. Furthermore, the report examines different communication methods, including verbal and non-verbal communication, and discusses how customer perception is influenced by various factors such as price, quality, packaging, branding, and advertising. Finally, the report explores various sources of information on customer satisfaction levels, differentiating between primary and secondary sources to gather customer feedback. This report provides valuable insights into the strategies and practices essential for delivering excellent customer service and achieving business objectives in a competitive market.

CUSTOMER
SERVICES

INTRODUCTION
Customer services are those services which are provided to buyers during, before or after
purchasing any products and services. They are helpful in order to attain and retain customers for
a long term period. Hotel Marriott is the chosen industry or in this present report,that is one the
largest hospitality industry of UK. It the company has good customer services as it can easily
achieve its goals and objectives in competitive market (Wilson and et. al., 2012). The report will
be involved the uses of effective communication in customers services; there are two types of
communications:- verbal and non-verbal. There will be a discussion on that how managers take
reviews and feedbacks from clients towards services of their company. Apart from this, the
report describes that customer services has a significant role in growth and success of business
organisation. Readers will also came to know various methods of market research in order to
recognise needs and wants of potential customers.
TASK 1
1.1 Describe the reason behind using customer services policies
An excellent customer service is very essential for a business organisation. It helps to
understand managers that what are the desires and needs of customers. The main aim of
customer services in cited business organisation is to maintain the interest of potential customers
by providing them qualitative products and services. Hotel Marriott also has to maintain the level
of customer services, as it can attract many clients.
Below mentioned some major customer services policies-
 Customer services policies refers that all customers are the king of market. They should
be treated as well being manner at all times.
 While implementing a customer service policy, it is essential to provide friendly service
that is able to show respect and sensitivity towards buyers.
 If Hotel Marriott is using effective IT services and websites in order to attract customers
so as it could increases its number of customers and sales as well.
There are mentioned below the importance of customers’ services:- Improves the quality of product – It is the main work of customer service, as it helps in
understanding the needs and wants of buyers. If company is capable to know that, so as it
can automatically produce quality goods and services to their potential buyers. An
appropriate customer service policy helps managers to improves the quality of their

products and services as per the requirements of customers. This will attract many buyers
and force them to purchase the same product, with this the organisation is able to achieve
its goals and objectives from target market (Tucker, 2013). Customer perception :- Great customer services are helpful to change customers
perception and their point of view towards company. With this, they can easily attract to
consume products and services of business organisation. In this modern world, managers
have to develop their websites and online marketing for selling their products in
competitive market. The main of customer service department is to recognise customer
perception; in this section company is always trying to taking feedbacks and reviews
from their, this will help them in increasing sales and profits of the firm.
 Retain customer- If buyers continuously get quality services from business enterprises,
then they can easily trust upon them. Along with this, better customer service policies put
a huge impact on growth and success of business organisations. It helps managers to get
repeat purchasing from customers with that they can easily expand the area of sales and
other market benefits. It build personal as well as corporate relations among employers
and their clients (Khan, 2012). Due to high rates of sales calls and advertising costs,
customers’ services requires a lots of money to attract and retain people from target
market. In modern era, many commercial entities are tend to build their relationships with
potential buyers. It will help them attain and retain buyers for a long term period. Loyal
customers are the source of growth and success of a company.
1.2 Evaluation of customer service policy
Policy evaluation plays a very crucial role in customer services. A planned and organised
approach of customers service policy helps managers to achieve competitive advantages.
Customer service policy evaluation helps staff members as they can analyse their capabilities and
skills. Managers can evaluate their performance and gives them timely review through which
they can enhance their productivity. The main function of hospitality industries to provide better
quality services to their customers it involves taking care of customers’ rights and their values.
For that, Marriott Hotel managers have to give training and development sessions to their
employees. Training and development helps to improve the performance level of service
providers and it is an essential part of succession planning. Efficiency and effectiveness of
customer services can be measured with the level of customer satisfaction. Customer service

evaluation helps managers to assess performance and productivity of their subordinates (Abu-
ELSamen and et. al., 2011).
There are some factors that help to understand the purpose of customer service policy that
are as follow: -
 Need assessment – It helps to understand the need of training in specific area of
employees. Customer services are helpful in implementing essential skills among
employees so as they can improve their productivity and efficiency (Zhao and et. al.,
2012). In order to gain better results of training sessions, managers needs to implement
effective communication, so as manager can easily understand expectations of their
potential customers.
 Increasing sales – Another purpose of customer department is to increasing sales of the
company by influencing buyers towards the products and services of the company. Along
with this, if company has well-skilled and talented persons as they can produce
something novel and innovative for their potential customers.
 Attain and retain customers – by providing qualitative and value added products any
company can attain and retain its customers for a long term period. Loyal customers are
the main source of growth and development of a company.
TASK 2
2.1 Different Type of Communication Methods
Communication refers to the act of conveying messages from person to another or within
a group. It is a process of sending and receiving information among two people. It is the
essential part of every business organisation to being able to communicate well with its all
departments. It helps managers to share their ideas with employees and make an effective
decision that is enable to achieve goals and objectives of company. There are different methods
that are used for communication which are as follows:
 Verbal communication – It is the form of communication when messages are transmitted
verbally It is very essential for individuals who are working in business organisations. as
they can easily share their all issues and problems regarding work. Verbal
communication involves face to face as well as telephonic conversation, speech,
television, radio, voice over internet, radio etc. People spent large part of their times in
conversing with others in the organisations thus their abilities to listen and speak are

critics for successful communications (The Importance of Verbal & Non Verbal
Communication, 2015).
 Non verbal communication – Communication be sending as well as receiving wordless
messages is an essential part of non verbal communication. These messages plays a vital
role in business organisation and provides reinforcement to verbal communication. There
are various types of non-verbal communication, such are as – visual, paralanguage and
physical non verbal communication. It relates with sending or receiving messages in
wordless form. But it is other than oral or written communication.
As per above mentioned two types of effective communications. But Hotel Marriott is
adopted verbal communication so as their all managers and employees can interact with each
other. In this company, verbal communication is also helpful in creating effective strategies and
policies.
Advantages
 It gives a proof which can be kept for future references and thus written communications
are very useful in times of difficult situations when we have to give proof regarding the
conversations in writing.
 This communication method is an inexpensive tools that are used for communicating the
identical messages to a large group of people in the organisation (Grissemann and
Stokburger-Sauer, 2012).
Disadvantages
 The sender of the message is not aware if the communication has been received till the
receiver does not replies to the message.
2.2 Customer perception is influenced by customer service provision
Customer perception is a marketing concept that seeks with buyer's opinion and
awareness towards company and its offerings. There are so many factors that impact on
customers’ perception towards the products and services of company. Below mentioned are
factors that impact on buyer behaviour that are as follow: - Price – price has complex impact on buyers thinking and perception. If the price of the
product is higher so as customers are less interested to purchase it. And if the prices of

the products are not higher so as clients are more attracted towards the product of cited
buisness organisation and willing to purchase it. Along with this, consumers prefers to
cheap and inexpensive products that give them more satisfaction and that are able to fulfil
their needs or wants (Liu, Guo and Lee, 2011). Sometimes due to inflation in currency
rate managers are increase price of their trades, at the time the demand of the product is
decreases; it impact on sale of product in competitive market. Quality – Quality also impact on customers’ perception. Along with this, every customer
want better quality services and products from organisations. So as the cited hotel should
have to provide good quality services to its customers in order to increases their sales and
revenue. Quality plays a vital role in shaping of customers’ thoughts and views. Quality
can draw attributes in a set of characteristics that are responsible for satisfying or
disappoint a consumer. It involves durability, usability and reliability of customer
services. Packaging and branding – whenever a customer purchase any product and service,
he/she expects that product should be branded and it is able to satisfying their all needs or
requirements (Angelova and Zekiri, 2011). Packaging and branding of the product can
attract many buyers target market and it creates a key group of customers. Along with
this, the reputation and market image of the organisation also impact on its customers’
service area because clients can easily trust upon them. If manager are capable to win
trust and beliefs of their buyers ; it helps them to achieve goals and objectives of
company. Advertisement – Every business organisations do advertisement to attract customers. It
also impact on the sales of products in competitive market. Promotion and advertisement
helps buyers as they can get more knowledge regards the uses of product. But sometimes
managers are not able to produce as they promise with their clients then it effects on
purchasing decisions of buyers. Apart from this, advertisement helps in attracting more
customers towards a company by giving it many potential buyers from target market
 Personal needs – There are some personal factors that can change customers’ perception
towards any product, i.e. occupation, age or life cycle stage, financial conditions, income,
self-concept and personality etc. For example – if customers has high income level as
they want high quality products.

TASK 3
3.1 Sources of information on customer satisfaction level
There are different types of sources of information, through which managers can easily
gather information about customers and their demands, that are as follow: -
 Primary sources :- It relates when the information is collected by the researcher himself.
Primary sources of data collection involves the data that never have been gathered before.
Survey and questionnaire are the two main types of primary sources. Along with this, the
researcher creates questions that fit in its research project and he can easily collect
information through participants (Bontis, Richards and Serenko, 2011). Data that is
collected through primary sources is true and based upon real facts. In context of
business organisations, it helps managers to know needs and demands of customers as
they can produce accordingly.
 Secondary sources – When data has been collecting already but it is more appropriate for
the another research project. Journals, government sources, books, magazines etc. are the
main factors of secondary sources of data collection. Examples of secondary data sources
are as follow: - balance sheets, sales figure, inventory records, statements of profits or
loss, previous marketing studies. Through which managers of Hotel Marriott can easily
achieve their goals and objectives of company.
Apart from this, there are various kind of research, such are stated as follow: -
 Qualitative research – it is concerned with understanding human behaviour from the
informant's perspective. In qualitative research, data are collected through participant
observation and interviews.
 Quantitative research – It is related with discovering facts about social phenomena. In
addition, data are collected by measuring things.
Findings of this research – as per this research it has been evaluated that, if hotel Marriott
has adopted effective customer services so as it can easily attain more customers in competitive
market. Apart from this, by conducting a marketing research employers will also able to know
about needs and wants of potential customers and trying to meet market trends.

3.2 Carry out research customer requirements and satisfaction level
Background of Hotel Marriott: - it is one of the largest hotel brand that provide its
services all over the world. It is a Washington based company. In addition, hotel Marriott is
located 560 locations all over the world. Apart from this, the company is started in 1950.
The present research is conducted in order to know that by using customer services how a
company can achieve its goals and objectives. The main objective of this research is to provide
all relevant information about the uses of effective customer services, and how it helps in
improving communication with its potential buyers.
Below mentioned survey is based upon 50 customers of Hotel Marriott.
Questionnaire
Name :
Age :
Gender :
E-Mail :
Phone No. :
Q1. Do you think Hotel Marriott is providing quality services to its customers
A. Yes
B. No
Q2. Do you think that company is fulfilling its corporate social responsibilities
A. Yes
B. Not at all
C. Not sure
Q3. How much you are satisfied with products and services of Hotel Marriott
A. Very satisfied
B. Satisfied
C. Not at all satisfied
Q4. Do you think that Hotel Marriott is needed to provide training and development assistance
to their employees
A. Yes
B. No
Q5. How often do you typically use the products of Hotel Marriott

A. On regular basis
B. Once a month
C. Once a year
D. Do not use
Q6. Have you ever contacted customer service?
A. Yes
B. No
Q7. If you contacted customer service, have all issues been resolved to your complete
satisfaction?
A. No, the problem was not resolved
B. Yes, by the company or its representative
C. Yes, by me or someone outside the company
DATA INTERPRETATION :-
Q1. Do you think Hotel Marriott is providing quality services to its customers
A. Yes 40
B. No 10
Interpretation :- As per above table, it has been concluded that out of 50, 40 customers think that
Hotel Marriott is providing quality products and services to its customers. Apart from this, 10
customers are totally opposite from it, they think that company is not providing quality services.
Q2. Do you think that company is fulfilling its corporate social responsibilities
A. Yes 30
B. Not at all 15
C. Not sure 5
Interpretation :- As per above research, it has been concluded that 30 participants think that
company is fulfilling its all CSR activities whereas 15 respondents do not support this. And
another 5 do have not any idea about it.
Q3. How much you are satisfied with products and services of Hotel Marriott
A. Very satisfied 35

B. not much satisfied 10
C. Dissatisfied 5
Interpretation:- As per above table, it has been concluded that 35 customers are totally satisfying
with the products and services of company whereas, 10 are not much satisfied. And another 5 are
totally dissatisfied.
Q4. Do you think that Hotel Marriott is needed to provide training and development assistance
to their employees
A. Yes 35
B. No 15
Interpretation :- As per above research, it has been concluded that, 35 participants think that
hotel Marriott needs to give training and development assistance to its employees. Whereas 15
supports that employees are already well skilled and qualified.
Q5. How often do you typically use the products of Hotel Marriott
A. On regular basis 25
B. Once a month 10
C. Once a year 5
D. Do not use 5
Interpretation – As per above research, it has been concluded that, 25 customers are used
company's products on regular basis, whereas 10 use it once in a month. Apart from this, 5
participants use its products once a year and 5 never use it.
Q6. Have you ever contacted customer service?
A. Yes 30
B. No 20
Interpretation – As per above research, it has been discussed that 30 clients are regularly using
customer services of hotel Marriott, while 20 never have been used it.
Q7. is Customer services are able to provide more customer satisfaction?

A. No, the problem was not resolved 20
B. Yes, by the company or its representative 30
Interpretation – As per above discussion, it has been concluded that 30 customers think that
company is resolving their all problem and issues regarding products and services, whereas 20
customers are not in favour of this statement.
TASK 4
4.1 Customers service in business organisations
Every business organisation is focuses towards providing best services to their potential
customers. In today's world the biggest challenge for every firm is to dealing with the customers’
expectation. There is constant change in need and preference of the buyer so the basic object of
every firm is to adopt changes as per demand and provide services to the customers. The RATER
model is considered as customer service in business in which five aspects are included such as
reliability, assurance, tangibles, empathy and response. In today's scenario people prefer to
purchase from big and reputed organisation; it gives them more reliability in their products and
services (Feng, Wang and Prajogo, 2014). Along with this, customer services are also
responsible to handle customer problems and their issues; the department of customer service is
focused on providing right service to the right client. In Hotel Marriott, it is also helpful to
maintain error free process for fulfilling the demand of client.
Significance of customer services in hospitality industries: - At the time of travelling,
customers wants to make new memories. When it come to the hotels, guest expect that staff
members to be treated them in well and being courteous, helpful and friendly. Therefore, the
customers services are helpful to fulfil travellers needs and wants. Such services are useful in
listening complaints and issues of customers as to give them higher satisfaction level. The
employees of organisation use their knowledge and courtesy to convince people and try to
convey trust and confidence (Why is customer service important, 2016) In order to provide good
customer services managers needs to know all information hat they are selling and it is produce.
Along with this, they also need to aware about the questions which will ask by a customer. In