Improving Customer Perception: A Case Study of Bishop's Gate Hotel

This case study examines customer service at Bishop's Gate Hotel through a questionnaire and role-play scenario. The questionnaire assesses customer satisfaction, preference, the role of CRM, factors influencing brand loyalty, and recommendations for improvement. Results indicate a generally high satisfaction rate, with customers valuing service quality and recommending improvements in product/service quality. The role-play illustrates a customer service manager offering personalized incentives to enhance customer loyalty. The study concludes with recommendations for strengthening customer service skills, improving customer interaction, and enhancing customer service strategies to further improve customer perception and loyalty. Desklib provides access to similar case studies and solved assignments for students.

CUSTOMER
SERVICE

QUESTIONNAIRE
1. Are you satisfied with the service
provided by Bishop’s Gate hotel?
Options Number of responses Total customers Response %
Very satisfied 20 50 40%
Satisfied 15 50 30%
Neutral 8 50 16%
Dissatisfied 5 50 10%
Very dissatisfied 2 50 4%

QUESTIONNAIRE
:
From the above graph, it could be observed that
the customer satisfaction rate of Bishop’s Gate
Hotel is comparatively higher. Most of the
customers have said that the service provided by
the hotel is better. Only a few customers are not
satisfied with the service provided by the hotel.

QUESTIONNAIRE
2. Do you prefer Bishop’s Gate hotel
than other hotels?
Options Number of responses Total customers Response %
Yes 30 50 60%
No 20 50 40%

QUESTIONNAIRE
From the above graph, it could be observed that most of
the customers prefer Bishop’s gate hotel than any other
hotels due to the quality of service provided by the
hotel. Few customers have not chosen the hotel as their
first preference. Therefore, the hotel should improve the
service quality for increasing customer preference rate.

QUESTIONNAIRE
3. How far do you agree that CRM
plays an important role in customer
retention?
Options Number of responses Total customers Response %
Strongly agree 10 50 20%
Agree 15 50 30%
Neutral 12 50 24%
Disagree 9 50 4.32%
Strongly disagree 4 50 8%

QUESTIONNAIRE
From the above graph, it could be observed that
most of the customers agree to the point that CRM
plays an important role in retaining the customers
within the organisation. According a very few
customers, CRM does not have importance in
retaining the valuable customers.

QUESTIONNAIRE
4. What according to you are the
factors that help the hotel to
increase brand loyalty?
Options Number of responses Total customers Response %
Customer service 25 50 50%
Advertisement 10 50 20%
Product quality 15 50 30%

QUESTIONNAIRE
From the above graph, it has been observed that
according to most of the customers quality of
customer service is the main factor that helps in
increasing brand loyalty among customers.
According other customers, advertising and product
quality are also the factors that help in increasing
brand loyalty.

QUESTIONNAIRE
5. What according to you would be
the possible recommendations for
the hotel to improve customer
perception?
Options Number of responses Total customers Response %
Improve product or
service quality
26 50 50%
Improve customer
service
15 50 30%
Provide discount on
services
9 50 18%

QUESTIONNAIRE
From the above graph, it has been observed that most of
the customers have recommended Bishop’s gate Hotel to
improve their quality of products as well as services better
than earlier. Some customers recommend the hotel that
improving customer service operations would be helpful for
the organisation. According to another range of customers,
the hotel would also provide discount to the valuable and
regular customers for improving their satisfaction level and
improving their perception towards the hotel.

ROLE PLAY
Customer service manager: Good Morning Sir…. How may I help You??
Customer: Good Morning… Thank You!!! I am good and has been enjoying the service
offered by your organisation
Customer service manager: Ohh... that's great to hear…. I hope you have not facing
any type of problems in your stay!!!
Customer: Ohhh.. no no… I am really good and happy with the services…
Customer service manager: Sir, as you are our valuable customer, I would like to
provide you with an offer, which is exclusively for you. There is a cocktail bar in our
hotel, we offer you free services in the bar for your entire stay if you come to our hotel
this month.
Customer: Ohh… thank you so much for the offer. I am glad that your hotel has
valued my presence this much. I would surely love to experience the offer. I would
surely visit your hotel this month as I have a meeting nearby
Customer service manager: It is our pleasure Sir, that you have accepted our offer.
Consider informing me regarding any type of issues faced during your stay
Customer: Yes surely… Thank You!!!
Customer service manager: Have you been satisfied with the service provided by
our hotel staff during your stay??
Customer: NO sir… I have not experienced any issue during my entire stay… I must
say that you have a great staff. They are really very efficient in providing service. I
would surely prefer Bishop’s gate hotel than any other hotels in this area.
Customer service manager: Thank You Sir… It is our pleasure that you have liked
our service. Kindly let me know if I can help with anything else.
Customer: Thank you…
Customer service manager: Sir here is the bill.. Let me know if there is any problem
with the bill
Customer: Thank You… everything is absolutely ok with the bill… I should take your
leave now… and I would surely visit your hotel.. Bye
Customer service manager: Sure Sir… Have a Good day. Bye