MGT605 Business Capstone: Strategies for RYDGES Hotel Service Quality

This business capstone project delves into enhancing service quality at RYDGES Hotel in Sydney, Australia, addressing challenges in the hotel industry through service innovation and Total Quality Management (TQM) frameworks. The project outlines strategies for improvement, including cloud software implementation, remote control technology, and streamlined check-in/check-out processes. It emphasizes the importance of teamwork, employee involvement, and functional integration to achieve desired service quality. Key challenges like high competition and ineffective marketing efforts are identified, with expected results focusing on enhanced market success and sustainability. The report uses RYDGES Hotel as a case study to demonstrate practical applications of quality enhancement principles within the hospitality sector. Desklib provides access to similar projects and resources for students.

Running head: MANAGEMENT
Business capstone project
Name of the student
Name of the university
Author Note:

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Table of Contents
Introduction......................................................................................................................................3
Background......................................................................................................................................3
Firm Objectives...............................................................................................................................4
Purpose and Scope...........................................................................................................................4
Services Innovation and TQM Framework.....................................................................................4
Figure no 1: Workflow Innovation to be followed by RYDGES................................................6
Figure no 2: Hierarchy of Quality in Hotels................................................................................7
Strategies..........................................................................................................................................8
Customer Service Map....................................................................................................................9
Figure No 3: Customer Service Map...........................................................................................9
Challenges........................................................................................................................................9
Expected Results............................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

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Introduction
The report is based on the enhancement of the quality of a hotel in Sydney, Australia. The
present situation in the Australian hotel industry is not organized. A part of the tourism strategy
of the present Federal Government in Australia is charged with different kinds of misconducts
that has sharply harmed the growth and prosperity of the hotel industry. The hotel industry is
currently in a state of malaise because of the absence of hardcore professionalism, presence of
outdated Human Management practices and oversupply of accommodation as well as severe
market fluctuations.
Background
The report has taken the example of RYDGES hotel of Sydney to provide the different
elements related to the enhancement of hotel quality. Quality is believed to be one of the most
basic and important component in the success of the tourism and hospitality industry. The
delivery of great services and products to the customers according to the expected standards
generally sets the base for the success of the industry. The management of RYDGES hotel has
the target to change the current scenario of the industry by acting as the model for change.
RYDGES Hotel is a luxury hotel which has its branches in Australia, New Zealand and England.
The hotel accommodates around one million guests over the year and thus forms an important
part of the Hospitality and Tourism sector in Australia. A subsidiary of ASX, the company
mainly deals in Event management and Entertainment sector. The company has a number of
brands under its belt which includes the likes of mid to upscale hotels that meets the demands of
the customers accordingly. Some of the brands include, RYDGES Hotels and Resorts, Bell City,
RYDGES Residences, Le Student 8 and many more as such. The recent years has experienced a

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dip in the providence of proper quality by the organization (business.gov.au, 2019). This has
forced the management to opt for a shift in the paradigm and formulate a better and efficient
Firm Objectives
The objectives of RYDGE hotel and resorts are;
a. To enhance the service quality of the business organization
b. To enhance the use of different technologies to enable quality enhancement
c. To ensure the providence of quality services to make the organization one of the best in
Sydney, Australia
Purpose and Scope
The purpose of the management of RYDGES is to enhance the customer service and
quality of the services provided. The enhancement of the services will have an impact on the
stakeholders and the customers of the business.
Services Innovation and TQM Framework
Innovation in the hotel industry is important as because it has the capability to transform
the hotel in a short time and also increase the pace of the hotel towards a fast forward
development. The management of RYDGES hotel has to implement the best actions to keep up
with the rapid changes in the industry which is quite important for the success of the company.
Some of the major service innovations that have to be applied by the management of the
organization include;

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a. Implementation of Cloud Software- Cloud software has an advanced role in the
enhancement of the quality within RYDGES. The implementation of the cloud software
reduces the administrative and IT issues particularly for the small hospitality businesses
that generally fails to afford to invest in house technical help. The implementation of the
software can thus help in the transformation of the hotel industry (Tokarchuk, Maurer &
Bosnjak, 2015). Apart from this the use of the artificial intelligence can further change
the total service offered to the customers and can make the services more and more
appealing and demanding in nature.
b. Remote Control technology- The presence of free companion applications for the
mobile technologies can help the customers to easily process and control the different
electronic instruments in the room. This instrument includes the likes of AC, TV,
browsing applications to order food and more as such. The presence of remote control
technology in the room will be appreciated in a positive manner as such a technology will
increase the flexibility of the customers and also increase the success of the business.
c. Easy Check-in and Easy Check-out- The implementation of technologies has made life
easier for the customers as well as the organization. The providence of RFID keys can
improve the ways of traditional check-in processes and improve the innovations of the
organization (Tokarchuk, Maurer & Bosnjak, 2015). The presence of technology backed
smooth check-in and check-out process will thus automatically make the organization
one of the best in the industry.
d. Workflow management tools in the industry- Hi-tech and transformational innovation
is necessary for the hospitality industry. The management of RYDGE must use

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incremental innovation in the hospitality industry to ensure great success for the
organization. The incremental innovation process is one of the best tools for the industry.
Figure no 1: Workflow Innovation to be followed by RYDGES
Source: (soegjobs.com, 2019)
Total Quality management generally depends upon five different dimensions. They are as
follows;
a. Performance
b. Reliability
c. Service Ability
d. Durability

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e. Conformance
Figure no 2: Hierarchy of Quality in Hotels
Source: (business.gov.au, 2019)
Quality according to different experts has to pass through a number of stages which are
Inspection, Quality Control, Quality Assurance and TQM Radar. The TQM radar has to be
followed by the organization in order to ensure the service quality enhancement of RYDGE.
a. Teamwork- Teamwork is an important component in the success of the business
organization. The management of RYDGE hotel and resorts must employ different kinds
of teams and involve them in different kinds of work that is fit for the improvement of the
service quality of the company.
b. Involvement of Employment- The more the company can employ the employees, the
more will the company attain success. The employee involvement program of RYDGES

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must be implemented in a proper and effective manner that can help in the success of the
organization.
c. Involvement of functions- The functions of the teams involved in ensuring quality will
include the segregation of the tasks that are related to ensuring quality in the
organization.
Strategies
Some of the strategies that can be implemented by the management of RYDGES hotel to
improve the service quality involve,
a. Design Based Improvement- Major Service improvement approach is completed by
addressing the quality improvement through the improvement in design. The hotel must
follow three different approaches to enhance the service quality. First of all the
management of the hotel has to link the design of the company with the needs and likes
of the customers. The customer service needs can be analyzed by means of proper
analysis of the targeted customers. Secondly it will be helpful for the organization to
improve the services of the organization in accordance to the perception of the customers.
b. Variation Based Improvement-The improvement in the service quality by means of
variation based improvement can again be one of the best strategies to take steps towards
the quality enhancement process. The management of RYDGE must not implement the
traditional process and use traditional software to satisfy customers.
c. Improvement in technology- Technology is the major elements in the competitive world
of present period that helps to ensure the success of the organization accordingly.
Technologies like RFID, online bookings, online food applications, online room service

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and many more can increase the sustainability and scope of the hotel to reach out to a
large number of potential customers.
Customer Service Map
Figure No 3: Customer Service Map
Source: (business.gov.au, 2019)
Challenges
Some of the main challenges that will have an impact on the implementation of the
quality enhancement plan in RYDGES are as follows;
a. High Competition- High competition from other hotels like Shangri La, Park Sydney
Hotel, Pullman Quay and many other similar luxury hotels offers huge competition to the
industry (australia.gov.au, 2019). The high competition in the industry thus distracts the
organization from performing the quality changes.

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b. Wrong Marketing Effort- The improvement in the technology has provided lots of
options for the hotels to make spaces online. However, according to different experts in
the year 2016, almost 70% of the hotels across the world still follow the old marketing
practices (australia.gov.au, 2019). Due to poor marketing efforts, sales and brand
recognition gets affected to high extent. The current trend denotes that hotels are slowly
moving towards OTA marketing and hotel management software to ease the workload
and increase ROI.
Expected Results
The management expects the organization to complete all the necessary tasks in order to
achieve the desired quality of service needed by the organization. Such results will help the
organization to gain success in the market and attain sustainability.
Conclusion
The following report has provided an excellent picture of the enhancement of quality and
included all the different kinds of elements related to the service quality enhancement. The
selection of the strategies, the implementation of the innovation process and the quality
management enhancement process has been phenomenal in the build up to the following study.
However, the most important aspect of the following report is the use of RYDGES hotel as the
example. Overall the report stands out to be a great source for the enhancement of quality.

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References
Accommodation and food services industry fact sheet. (2019). Retrieved from
https://www.business.gov.au/planning/templates-and-tools/industry-factsheets/
accommodation-and-food-services-industry-fact-sheet (business.gov.au, 2019)
Chiang, C. F., Chen, W. Y., & Hsu, C. Y. (2019). Classifying technological innovation attributes
for hotels: an application of the Kano model. Journal of Travel & Tourism Marketing, 1-
12.
Ferguson, D. L. (2016). Customer relationship enhancements from corporate social responsibility
activities within the hospitality sector: Empirical research from Vietnam. Corporate
Reputation Review, 19(3), 244-262.
Huang Yin, C., Goh, E., & Law, R. (2019). Developing inter-organizational relationships with
online travel agencies (OTAs) and the hotel industry. Journal of Travel & Tourism
Marketing, 36(4), 428-442.
JOBS, S. (2019). Top 10 Innovation in the Hospitality Industry | Global Hospitality Portal.
Retrieved from https://www.soegjobs.com/2017/11/13/top-10-innovation-hospitality-
industry/
Tourism | australia.gov.au. (2019). Retrieved from https://www.australia.gov.au/information-
and-services/passports-and-travel/tourism

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Tokarchuk, O., Maurer, O., & Bosnjak, M. (2015). Tourism experience at destination and quality
of life enhancement: a case for comprehensive congruity model. Applied Research in
Quality of Life, 10(4), 599-613.
Home - Quality Tourism Australia. (2019). Retrieved from https://qualitytourismaustralia.com/