Hospitality Management: Customer Service Analysis at Pinetrees Lodge

This report provides a comprehensive analysis of customer service within the hospitality industry, specifically focusing on Pinetrees Lodge in Australia. It begins with an executive summary and an introduction to Pinetrees Lodge, highlighting its approach to customer interaction and the importance of first impressions. The report then delves into an assessment of customer service, examining policies, procedures, and standards for implementing effective customer service, including the importance of professional staff, personalized services like spa treatments, and customized dining experiences. It further addresses customer expectations and methods for monitoring customer satisfaction, such as feedback forms and employee insights. The report concludes by emphasizing the importance of customer satisfaction as the primary objective in the hotel business, offering a plethora of refreshment and rejuvenation options along with divine cuisine and picturesque location. The report highlights the need for consistency, innovation, and continuous improvement to maintain customer loyalty and advocacy.

Running head: HOSPITALITY MANAGEMENT
Customer Service
Name of the Student
Name of the University
Author’s Note

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Executive Summery
This report includes a close insight about the customer care service of the hospitality
industry in Australia. It discusses an overview of the policies and guidelines that have been laid
down by the management of the hotel and goes on the elaborate on the scope of improvement
and monitoring of the customer services that are offered by the hotel.

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Contents
Executive Summery.........................................................................................................................1
Assessment 1...................................................................................................................................3
Introduction and Overview of Pinetrees Lodge...........................................................................3
Assessment 2...................................................................................................................................5
Policies and procedures for implementing the customer service standards................................5
Customer service standards and expectations..............................................................................7
Policies and procedures for monitoring the customer service satisfaction..................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Assessment 1
Introduction and Overview of Pinetrees Lodge
Providing top customer service that can satisfy a consumer should be done by the
hospitality industries in order to maximize their sales and profit in the long run. However, the
first impression of the hotel industry is a big factor for the customers as based on it the customer
loyalty is developed. Pine trees lodge focuses on the personal presentation and greeting process
in order to make a good impression in their customer's mind. The resources are presentable and
they greet their guest with pride and a feeling of warmth. Positive customer service provided by
the hotel include lending an attentive ear to the requirements of the customer, keep the promise,
give quality service and take necessary actions to solve the problem of the guest. However, the
workers of the Pinetress Lodge listen to their customers empathetically and give their concern
towards the need and demand of the guest who comes to their organization (Pinetrees.com.au,
2017).
Lack of personal touch, poor quality service, no scope for social media activity and poor
availability of the staffs during the customer’s needs negatively influence the customer service in
the hospitality industry (Tarí et al., 2017). In the context of Pinetrees lodge, the staffs try to make
them available to their guest in order to fulfill their demand. Therefore, they offer social media
activity in their organization which gives refreshment to the customer. The hospitality industries
should be offered product according to their customer needs that will maximize their business. In
the context of Pinetrees lodge, they offer the seasonal discount to their guest that influences them
towards such organization. Therefore, they arrange their food items based not only based on the

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foreign customers but also according to the local customers, which fulfill the needs of both local
and foreign customers.
Pine trees lodge is situated in a charming environment of Australia, which is full of
vegetation. However, the internal environment of the organization is also good as the employees
work collaboratively and the communication between the customer and the employees is good,
which is helpful to meet the customer needs. Therefore, the organization includes cultural events
to give pleasure and refreshment to their guest. The staffs are well presented and highly
professional. They are responsible towards their guests while they need them regarding any
issues in the service. They provide 24 hours service to their guest. This organization ensures the
availability of the service to their guest that is a prime area of the hospitality industry. Pinetress
lodge is the affordable resort in Australia thus people from different regions and classes can
access their service. Good quality product with reasonable price is one of the main objectives of
Pintrees lodge. Offering quality product to their customers is their motto, which enhances their
sales revenue as well as customer retention. Apart from this document presentation is another
important area of hospitality sectors. Hence, Pintrees presents their documents properly and their
policies are used to make transparency between the customers and the organization
(Pinetrees.com.au, 2017).

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Assessment 2
Policies and procedures for implementing the customer service standards
Honored with many awards at its disposal Pinetrees is popular for its lip smacking food,
customizable service, soothing spa treatments along with spectacular beach view location.
Located in the Lord Howe Lagoon the hotels have to offer something to all the guests. It has
arrangements for world-class diving, snorkeling, fishing, walking, surfing, kayaking and golf to
name a few. Some of the policies of customer care which can be implemented for better service
in the future are as follows:
Professional and certified divers for teaching and taking the guest for a snorkeling ride.
Most people come to the hotel in search of adventure and the hotel already has a lot of
opportunities for the adrenaline rush that the guests are looking for. But it is also the duty and
responsibility of the hotel to keep a tight check on the safety measures of the guest. For this
reason it is a good idea to only appoint certified and experienced people to look after the guest
when they opt for these adventure sports. The prime objective of the hotel is to present the guests
with one of a life time experience and that will only be possible if the staff is skilled and properly
trained. In case there is one mishap in the organization it will be of a great risk to the goodwill of
the institution that has been gathered over the years.
The guests who check in to the hotel want to rejuvenate and have a good vacation. To
elevate the experience along with the adventure sports, yoga classes can also be held by
professional yoga teachers on the beach. This will help the guests to imbibe the freshness of the
environment and also detoxify their system with energy.

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The hotel offers luxury Garden Cottages for families, tasteful and stylish en-suite rooms.
Accommodation of the hotel also includes 3 and 4 bedroom family cottages. As most of the
times the guests come with their families the room service should be at least twice a day the
second service should be a quick check as to what the guests require. Another service that can be
added to special rooms is the personalized spa service at the cottages or villas. Many hotels now
a day are offering this facility. This is advantageous for the gusts as they can relax in their own
space with the luxury of spa treatments by the skilled professionals.
To give the guests a warm and charming experience the restaurant can be set up in the
private space of the where the guests are put up or by the beach if they please. This customizable
restaurant place will give the guests a private and cozy feeling. As food and wine is one of the
most talked about features of the hotel this added advantage will take the customer service to a
new level. The hotel already arranges for picnics and BBQs this service will make an impression
among the tourists of an outstanding experience with their stay at the hotel.
To uplift the stand of the services provided to the customers the hotel can organize
periodical training and feedback sessions from the employees to understand their requirements as
well. Because of the employees are content with their work and the work environment then only
the end customers will be entirely satisfies with the services the hotel has to offer. The meetings
should have set agendas to motivate, inspire, train and develop the skills of the employees.
Attention should also be paid for after sales service. It sounds like electronic industry
idea but it is also applicable for the hospitality sector as well. After checking out the customers
should have a longing essence of the hotel service and the time they have enjoyed. After sales

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service can be arrangement of stay for the guests in their next preferred location. The hotel can
arrange for the transportation to the nearest location of the guests. Pack complementary snacks
for the next trip etc.
Customer service standards and expectations
Pinetrees are known as the best affordable option the tourists who are visiting Australia.
The hotel offers a lot of faculties to its customers. The media as also raved about the hotel a few
times. But it is important to be consistent and also it is important to innovate and develop
according to the changing taste and preferences of the guests. The customer base of an
organization is loyal when the customer service is spot on. In the hotel business it is important
for the organization to keep the interest of the customers first and then think about the
profitability and sales.
The guest who will check in to the Pintrees will have the expectations to receive the best
hospitality service at a much reasonable price. And it is up to the management to offer what they
advertise this is the only way to retain customer base and to create customer advocate which is
further going to increase sales and profitability of the organization. Potential customers are also
converted by providing proper customer care service. The standard of services should have the
quality of relevance, suitability and precision. Timeliness or relevance is one of the key factors,
for example if the guests are asking for a spa treatment then it should be arranged before the
promised time.

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One of the best ways to elevate the performance of the service is gathering information and
coming to a conclusion where changes are required to be made. In order to gather information
the organization can talk to the employees, existing customers, potential customers, competitors
and the management o the organization. Depending on the scale of operation for an organization
the targets should be set. Especially in a hotel business the standards should be kept in such a
way that it is able to be met by the management. No false advertising will help the image of the
organization if the service is not up to the mark.
Policies and procedures for monitoring the customer service satisfaction
It is important to set standard for the services that an organization has to offer to it’s
customers but it is also imperative for the organization to keep a check and monitor the
proceedings. Monitoring the customer satisfaction is essential to evaluate the development and
capability of the hotel. This also helps in the policy making process in the future for the
management of the hotel.
It is easy to have a structure but it is equally challenging to implement and plan
according to the structure. Feedback form the customers are very important for the smooth
working of the hospitality sector. It is important for the management to understand what a
customer expects from the organization. There are various ways to collect data in this case. One
on one discussion with the guests is one of the easiest ways of communicating with the
customers. Here the management gets a firsthand insight about what are the types of facilitates
the customers are looking for and what are their grievances regarding the current services.
Survey forms are also another way to gather information about the customers and the way they

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feel about the services that are being provided. Many times it is seen that customers have given
valuable and insightful ideas of change or betterment of the service.
Another way is to monitor customer service is to gather information from the employees
itself. The employees are the ones who are in direct contact with the customers all the time.
Hence they can give a better brief about the scope of improvement and understand the behavioral
pattern of the consumers. The employees who are in direct contact with the customers have an
clear idea about what the customers are looking for and what is the demand for a particular
facility.

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Conclusion
Customer satisfaction is the prime objective of any hotel business. The hotel business is
very customer centric and focuses more on what the consumer wants than what the business has
to offer. In this case Pintrees offer a plethora of refreshment and rejuvenation options along with
divine cuisine and picturesque location. The customer care service of the hotel is also good but
there are several scope of betterment and development of the policies and services of the hotel.
The brand has placed itself where the location of the hotel enables the customers to enjoy
scenic beauty along with great hospitality at reasonable rates. Over the few years of it’s
establishment the organization has garnered a lot of appreciations in form of awards as well.
Customer Care for the institution can be taken to a different level with the implementation of
some of the few arrangements.

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References
Pinetrees.com.au. 2017. Pinetrees. Retrieved 12 August 2017, from
http://www.pinetrees.com.au/
Tarí, J. J., Pereira-Moliner, J., Pertusa-Ortega, E. M., López-Gamero, M. D., & Molina-Azorín,
J. F. 2017. Does quality management improve performance or vice versa? Evidence from the
hotel industry. Service Business, 11(1), 23-43.