Imperial Hotel Case Study: Management Solutions for Guest Satisfaction

This report examines the challenges faced by the Imperial Hotel, a four-star hotel managed by Star Hotels, in maintaining guest satisfaction. The report identifies issues such as inefficient staff, long queues, billing errors, and unmet customer expectations, leading to a decline in guest satisfaction levels. It discusses strategic business solutions proposed by CEO Peter Farnsworth, including understanding customer needs, providing excellent service, and implementing guest satisfaction surveys. The importance of staff training, courteous behavior, and effective communication skills are highlighted as crucial elements in enhancing guest experience. The report concludes by emphasizing the need for responsiveness to complaints, continuous improvement, and efficient resource utilization to boost the hotel's overall performance and guest satisfaction. Desklib offers solved assignments and past papers for students.

Introduction to Management
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Table of Contents
Introduction......................................................................................................................................3
Analysis of the Individual Problem.................................................................................................3
Conclusion.......................................................................................................................................6
References........................................................................................................................................7
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Introduction
A thriving business has its foundations based on effective management (Doppelt, 2017). Every
business is subjected to complexities and challenges. The need for effective management has
become a vital feature for business concern. Every business organization has an objective.
Effective management is vital as establishes a sound organization. Better utilization of resources
and reducing costs helps in maintaining the efficiency of the industry in the hotel sector. Poor
management stems from ill-advised training and inefficiency in the organization. Even though
there are theories regarding the significance of management, every business unit makes an
attempt to incorporate the ideals into their organization. Poor management skills kill the
efficiency of the industry and have a negative impact on the guests.
The Imperial Hotel is a well known four-star Hotel situated in the heart of London. It falls under
the management of the prestigious international brand known as; Star Hotel. The Imperial hotel
is categorized under the lists 25 hotels owned by Star Hotels. The hotel targets premium
customers like the tourists and international business individuals. The premium guests usually
expect high level of satisfaction and better provision of services. There is a total number of 450
staff working under full time or part time.
Analysis of the Individual Problem
Troubles in the field of business management are a part and parcel of every organization. The
hotel is known for its lavish facilities including 500 bedrooms with all en suite facilities such as
conference rooms for important guests. Unfortunately the hotel has faced a major crisis in its
area of guest satisfaction due to its ineffective management. The report explores into the
complaints and difficulties the hotel has faced in the recent years with solutions and theories.
Peter Farnsworth, the CEO of Star Hotel, had been appointed as the General Manager to Imperial
Hotel. He witnessed the various conflicts that led to the ineffective business management. In
order to tackle the problems, Farnsworth had devised strategic business solutions to resolve the
ongoing conflicts. As stated in the report the hotel faced serious crisis in not meeting the
expected satisfaction of the guest. The satisfaction experienced the guest was approximately low,
around 65% according to survey. Guest satisfaction is one the integral aspect of enhancing
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competitiveness in the field of business management. Degradation of loyalty towards the
customers results in poor satisfaction and has a negative impact on the guest (Yusof et al.,
2017). Hospitality plays a significant role in a well managed business sector.
Guest Satisfaction or GSS is a survey undertaken by the hotel to review the satisfaction of its
regular customers. It includes the review of guest cards, formal online reviews, with the major
clienteles. The hotel expects every customer to go through the survey and grade the facilities
provided by the hotel. The hotel industry has always been a competitive industry. Poor guest
satisfaction can tarnish the expectations of customers and has a negative impact on the
organization. Poor guest satisfaction arises from being unable to meet the demands of the
customers. According to the theory of management the case stated in the report the guest
satisfaction leads to customer loyalty (Kandampully et al., 2015). According to the recent survey
undertaken by the company the satisfaction of the guests fell down the rate of 75%. The major
problem that leads to the dissatisfaction of the customer is the inefficiency of the staff in terms of
service to their guests. Poor management by the reception to meet the demands of the customers,
complaints regarding services offered to them, waiting in long queues to register or check out
from the hotel and being charged improperly regarding bills were some of the major problems
witnessed by guests.
In order to cater to the needs of the customers the hotel should analyze the underlined problem
by comprehending the needs of the different customers (McDonald. 2016). There should be
viable product and brands to attract the customers. Since every customer has different
expectations, therefore in order to avoid negative feedbacks the management team should exhibit
professionalism and provide with the required services. Inefficiency and delay in services kills
the trust and satisfaction of the guests. It is very important to investigate the wants and needs of
different customers and creating a good impression. In order to attract customers there should be
various strategic plans. To approach senior or middle aged travelers’ services of comfort
increases the trust of a customer. A customer usually looks forward to friendly environment with
the basic amenities and services. Courteous behavior and traits of professionalism are key
ingredients to meeting the satisfaction level of guests (Berg et al., 2017). Impudent and
obnoxious behavior exhibited by the customers can lead the guests to develop a negative
impression about the hotel. Farnsworth suggested these strategic business plans to comprehend
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the perception of the guests. The reviews provide by the guests have an impact on the company’s
overall development of the hotel industry.
The online reviews and testimonies provided by the guests increase the value of the hotel
industry by attracting new customers. The expectations of a customer are met when the hotel
provides them with the portfolio of details. The portfolios are a mark of professionalism and also
states the services offered. The turnover of the company is largely dependent on the expectations
of the guests (Rajini, 2016). A guest basically expects good services such as the basic necessities
which are free parking space, free Wi-Fi which provides good connectivity. The access to
connectivity is a privilege to many tourists and increases the value of the guests. Authentic
services, good value, friendly environment were some of the strategies provided by Farnsworth
to tackle the dissatisfaction of the guests. Basic Guest surveys include a series of questionnaires
investigating the satisfaction level of different customers. Guest Satisfaction surveys give us an
idea on the areas of conflicts and problems and are helpful in order to make better decisions and
devise better strategic plans to avoid future troubles. It is beneficial in probing deep into the likes
and dislikes of every individual. Guest Expectations are the major crux of satisfaction in the
hotel industry determining the competition.
The Guest Satisfaction surveys includes question such as reason of the trip, reason behind the
choice of the particular hotel, means of booking for the stay, and feedbacks. This questionnaire is
taken by every guest residing in the hotel. To grasp better understanding about the significance
of the questionnaires we should probe into an example. The guest survey of a hotel called
Milestone Hotel and residences situated in London have received an outstanding review from
one of their guests. The guest stated no complaints and marked his trip as ‘outstanding’; this
portrays the impression of an excellent hotel with all the basic amenities. The future customers
curious about the hotel get a satisfied outlook and probe into booking within the hotel. The staff
of the particular hotel should exhibit awareness about the needs and wants of their guests.
Exhibiting traits of awareness is a key aspect to please the residing guests. The staff should not
be obnoxious to the guests. Communication skills increase the value of the guests. A guest
should experience a feeling of homeliness when conversing with the staff. The staff can initiate
into small talks which can help them to probe into the mindset of the customer.
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Awareness plays a major role in pleasing different guests. The staffs are expected to indulge in
small friendly talks with the customer. Services rendered on time, discounts, complimentary
breakfast are some of the ways to create a center of attention to the future guests. The staff
should portray basic etiquettes towards their guests. Every organization tends to probe deep into
the mindset of the customer as it improves the business offerings (Katzenbach, 2015). The staff
is expected to frizzle out information from their guests. The best groups of staff who are able to
render to the services of their guests are the front line staff. These staff generally strikes
conversation with the guests by providing them with unique and credible perspective about their
organization. In order to be alert and responsive towards the guests the staff should be observant
and venture into ethnographic research. This leads to innovation the business and attracts future
customers. Successful identification of customer needs is crucial as it leads to effective solutions
of management. According to the management theory inefficiency and being ignorant about the
needs of the guests has a negative impact (Shapira, 2015). Effective management is achieved
when the industry passes is reliable, responsible efficient and productive.
In order to grasp a better understanding about the conflicts faced by Imperial Hotel we should
take into consideration the basic etiquettes and special training given to the staff. The staff
should be courteous well behaved and civil to their visiting guests, A major turn off for the
visiting guests are the obnoxious staff who lack the basic courtesy to get across a guest.
Therefore proper training imbibes a sense of professional quality in the behavior of the staff.
Staff training is an indispensible aspect of in theory of management. Human resources hiring
their staff should take into consideration the background of every staff member. The staff should
be efficient enough to register to the complaints of their guests. Patience courtesy etiquettes are
vital to the training of staff. A well trained staff ensures fewer complaints from guests. Training
becomes a key aspect in the hotel industry as it is an essential part of inspiring the staff and
increasing efficiency in the business. The members of the staff are expected to be responsible
and observant. The basic guidance the staff imbibes from their training is ethics at work,
professionalism, skills, and special business requirements required to function in the industry.
The training provided encourages and motivates the staff to perform their duties better and work
efficiently as it boosts self confidence of the staff to deal with the guests. Systemized guidance
and knowledge provided to the staff increases the efficiency in business. The staff is able to
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comprehend the wants of the guest and provide enhanced services as they are more confident in
their work. Surveys are basically provided by the staff to identify the likes and dislikes of the
different customers. Therefore we can consider the example of Emerald Grain. It is a grain
marketing network and provides deep insights into the behavioral pattern of a customer. In order
to assess the integral factors beneficial to the performance of the customers, the investigation
probes into the behavioral traits and loyalty of the customers. Their dynamic marketing strategy
are very beneficial as it emphasizes on the into customer insights. These are achieved only
through basic training given to the new members joining work. Fundamental training provided to
the staff brings them nearer to their goals and objectives. The staff is alert and become problem
solvers through practical knowledge. Experience helps them to become more dynamic and
efficient in their work
Conclusion
In order to function efficiently Imperial hotel can adopt these suggestions forwarded by
Farnsworth. In order to attract the visiting guests the staff should be responsive towards the
complaints forwarded by the guests. They should be positive in dealing with constructive
criticism. Responding to complaints and providing the guests with the basic feedback instills a
sense of responsibility on the part of the staff. Complaints passed by guests should be
investigated. According to the theory of management comprehending and being responsive to the
guest have a positive impact on the industry (Manhas, 2015). Taking these aspects into
consideration the poor guest satisfaction faced by the visitors of Imperial Hotel can be improved
and worked upon. According to the theory of management effective and dynamic utilization of
resources can boost the efficiency of the industry (Grant, 2016). Motivation discipline and
adaptability are the integral aspect of functioning in the industry. The use of management
techniques foster to the growth of the hotel should be dynamic with efficient and well disciplined
staff. These suggestions could lead to efficiency in the working of the staff and shed a positive
light on the industry.
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References
Berg, J.A., Hicks, R.W. and Roberts, M.E., 2017. Professional growth and development: A
lifetime endeavor. Journal of the American Association of Nurse Practitioners, 29(8), pp.429-
433.
Doppelt, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. Routledge.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of Contemporary
Hospitality Management, 27(3), pp.379-414.
Katzenbach, J.R. and Smith, D.K., 2015. The wisdom of teams: Creating the high-performance
organization. Harvard Business Review Press.
Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on
brand image in hospitality sector. International Journal of Hospitality Management, 45, pp.77-87.
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
Rajini, G., 2016. Fostering employee engagement: Factors contributing to quality of services in
hospitality sector.
Shapira, R., 2015. Prevalent concealed ignorance of low-moral careerist managers:
Contextualization by a semi-native multi-site Strathernian ethnography. Management Decision,
53(7), pp.1504-1526.
Yusof, Y., Awang, Z., Jusoff, K. and Ibrahim, Y., 2017. The influence of green practices by non-
green hotels on customer satisfaction and loyalty in hotel and tourism industry. International
Journal of Green Economics, 11(1), pp.1-14.
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