Improving Customer Satisfaction at Imperial Hotel: A Management Report

Desklib provides past papers and solved assignments. This report analyzes poor guest satisfaction at Imperial Hotel and suggests solutions.

Introduction to Management
Problem 1: POOR GUEST SATISFACTION IN IMPERIAL HOTEL
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Table of Contents
INTRODUCTION............................................................................................................................. 3
ANALYSIS OF THE PROBLEM OF POOR GUEST SATISFACTION.......................................................4
PUSH FACTORS.......................................................................................................................... 5
SUGGESTIONS BY PETER FARNSWORTH FOR CREATING GOOD CUSTOMER EXPERIENCE.............6
RESOLUTION OF THE PROBLEM BY BENCHMARKING................................................................8
THE GAPS MODEL OF SERVICE QUALITY....................................................................................8
TOTAL QUALITY MANAGEMENT APPROACH.............................................................................9
INTERRELATING THE POOR GUEST SATISFACTION BY OTHER PROBLEMS PREVAILING IN THE
HOTEL...................................................................................................................................... 10
CONCLUSION............................................................................................................................... 11
BIBLIOGRAPHY............................................................................................................................. 12
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INTRODUCTION
For gaining the competitive advantage of Imperial Hotel, London. It assumes a tactical approach
in context to the human resource management which assumes official systems in the industry
to effectively use of the human resource (Hon and Lui, 2016). The major areas that it covered
are employee compensation, designing and staffing for the new staff members. Effective
management helps in boosting staff performance as well as the help in achieving the strategic
objectives.
The imperial hotel, London, was designed by Charles Fitzroy Doll in 1911 and demolished in the
year 1966. The hotel imperial London is one of the branches of the imperial hotel and well
possessed and well managed by the international branded chain of hotels in the 4-star markets.
It provides many facilities to the customers. This report carries the current problems that the
hotel is facing related to the management which will be taking care of by the new General
Manager, Peter Farnsworth.
The difficulty that the hotel is facing is the poor satisfaction of the guests that will be discussed
in this report. According to the survey, the hotel was graded low in the chain in terms of
customer satisfaction and complete management is at the position of grading rate of 60%. The
survey requests the customers to mark all the conveniences they are obtaining in the hotel and
the company assumes the guest satisfaction survey in the hotel with business guests and the
survey contains the summary of the guest cards finished in the hotel rooms of the guests. This
also involves the formal online monthly survey with main commercial clients.
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ANALYSIS OF THE PROBLEM OF POOR GUEST SATISFACTION
The guest satisfaction is the main component for the hospitality industry and human resource
management is responsible for providing reasonable services for satisfying the customers. It is
stated that customer satisfaction is important for the purpose of the success level in the
hospitality industry (Huertas-Valdivia, 2019).
The problem of poor guest satisfaction can be properly studied with the theory of management
of the Elton Mayo's approach of Human relations which reviewed the people behaviour at the
workplace. According to this method, there is an essential relation between the social factors
and the productivity which includes the factors are to be considered at work to enhance
productivity. It is important to maintain relationships with the people at the workplace for
increasing the effectiveness of the industry (Huertas-Valdivia, 2019). The involvement of the
human approach theory showed the satisfaction of the employees at the work which is
extremely relay on the familiar social groups. The same for the case of Imperial Hotel, there is
an essential need for the method of human relations that is to be monitored to enhance the
quality of the employees and the increase in the guest satisfaction of Imperial Hotel (Choo and
Tan, 2017).
According to the case study, so problems are identified and one of the main problems is
identified that is of poor guest satisfaction in the imperial hotel London which was lower than
the average of the industry that is 78%. The hotel could achieve only 60% according to the
benchmark grading system and according to the undertaking of guest satisfaction survey which
analyzed the satisfaction level of the guests by monthly online survey with the summary of the
guest cards in the hotel rooms (Huertas-Valdivia, 2019).
While the average room rate of the hotel for the year was at 90%. The hotel currently at £95
was relatively low as compared to other local competitors as per the room and per night
(Huertas-Valdivia, 2019). The poor performance has a straight negative impact on the rates of
the hotel and the complete profitability of the imperial hotel.
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PUSH FACTORS
The factors that highlighted from the survey of guest satisfaction are the outcomes and one of
the reasons results in the delay of check-in and out cause of waiting in the queues at reception
during the checking time. The main reason is highlighted that the staff members are failed
during handling the customers effectively and the other complaints from the guests are that
they are offered incorrect bills amount charged to them (Choo and Tan, 2017). The other
factors that emerge the poor satisfaction of the guests were the late in the responses in
accordance with the objections of the staff by the customers of the hotel. Particular of the
guests complained about the cleanliness of the bathroom and the quality of the room were in
poor conditions and the equipment they were offering to the guests were not working
correctly.
The hotel might be observed as a substantial high adjustment of the bill after analyzing the
problem in the imperial hotel and the helpfulness presented by the working staff. There was
the other problem of check-in and out facing by the guests which result in negative satisfaction
of guests in context to the hotel (Choo and Tan, 2017). The guest satisfaction was also low due
to the improper room facilities and room services and the guest has also faced the lack of
facilities in the bars and restaurants. Other push factor that leads to the poor satisfaction of the
guests involves the absence of efficacy of the hotel employees in context to their kindliness
behaviour and the confident attitude in the imperial hotel Choo and Tan, 2017
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SUGGESTIONS BY PETER FARNSWORTH FOR CREATING GOOD
CUSTOMER EXPERIENCE
From the above analysis of the problems about the past by Peter Farnsworth that exists under
the earlier general manager, the new general manager Peter Farnsworth of Imperial Hotel,
London, laid out some recommendations for effectively managing the problems and difficulties
of the guest which results in poor guest satisfaction (Nieves and Segarra-Ciprés, 2015). The
recommendations are given by the manager in solving of the problems which are related with
the management so that the benchmark of the guest satisfaction can be achieved and the
efficacy of the administration can be ensured in the coming years.
Due to the poor satisfaction of the guests, the imperial hotel was being suffered due to its
return on cost and profitability and the result in the performance of the hotel was also suffered
by the poor guest satisfaction. Peter Farnsworth has suggested some points in order to handle
and overcome the problem of poor satisfaction of the guests (Hon and Lui, 2016).
Analyzing and understanding the perspective of the customer
The first thing Peter has suggested in the view of the hotel, to start analyzing and
understanding the problems of the poor satisfaction of the guests from the perspective of the
customers which help in attaining the major issues and reasons related to the problem
(Srivastava and Kaul, 2016). This can be done by conducting a process of face to face interaction
with the customers related to the services offered by the hotel for gaining the information and
the drawbacks (Nieves and Segarra-Ciprés, 2015). The gaining of the feedbacks from the
customers can be recorded and the management starts working on the problems so the
efficacy can be safe and the guest can be kept satisfied and happy with the services in long run.
Creating awareness in between the staff of the customer vision and expectation
In accordance to solve the problem of poor satisfaction of the guests, Peter has also suggested
to the staff that their behaviour was the main reason for the dissatisfaction of the guests. Peter
will conduct training and development activities for the employees so that the guest can be
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allocated an ineffective manner (Srivastava and Kaul, 2016). By providing training to the staff,
the capabilities of the staff get improved and the necessary information and knowledge can be
shifted to the staff about the interpretation of their facilities and contribute their best to attend
and assist to their customers (Nieves and Segarra-Ciprés, 2015). After training, the employees
taught to behave effectively to take problem-solving decisions and take less time in solving the
problems also they have saved the time of checking in and out and this results in the increase in
the quality of the staff in return.
Training staff and develop an emotional connection with customers
Peter has suggested that the effective training to the employees will affect the process of
answering to the complaints of the customers in an actual manner to rectify the complaints of
the guests on time effectively (Bravo, 2019). Training is much needed for the staff in gaining the
practical knowledge can be concentrated to them which will help them in utilizing the
knowledge successfully at the right time and right place. The staffs are trained to maintain the
emotional relationship with the customer that will enhance customer satisfaction by providing
a solution in support of the customer (Bravo, 2019).
Capture customer feedback
It is important to make an emotional relationship of staffs with the customers to know the
progress of the complaints of the customers is being solved (Bravo, 2019). This relationship of
staff and customers ensures the customer satisfaction and keep them informed by the process
of problem-solving. This ensures the continuing of responses and the interaction with the
customers will help to satisfy the customers as they will feel respected which results in the
difficulties will be resolved at the right time (Bravo, 2019).
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RESOLUTION OF THE PROBLEM BY BENCHMARKING
The problematic situation at the Imperial Hotel of poor guest satisfaction can be solved by an
emphasis on the performance of the organization for attaining the guest satisfaction within the
specified time.
THE GAPS MODEL OF SERVICE QUALITY
Through the benchmarking, the average of the industry will be focused on achieving in terms of
satisfaction of guests. The business desired performance can be achieved by the process of
improvements and business operations (Halvorsrud, 2016). Benchmarking can be resolved
internally by analyzing the gaps in the quality of the services provided by the imperial hotel.
Figure 1 Internal Benchmarking through Gap analysis
(Source Halvorsrud, 2016)
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TOTAL QUALITY MANAGEMENT APPROACH
Total quality management is summarized as a system of management that focuses on the
customer and involves in the employee's improvement (Aquilani, 2017). Apart from this, the
manager at the imperial hotel also followed TQM approach for the long term success on the
basis of the people working for the organization by focusing on the quality which leads to better
customer satisfaction and results in a benefit to the hotel.
Figure 2 Total Quality Management Approach
(Source Aquilani, 2017)
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INTERRELATING THE POOR GUEST SATISFACTION BY OTHER PROBLEMS
PREVAILING IN THE HOTEL
Along with poor guest satisfaction, other problems also prevails in the imperial hotel, London,
as the customers may not get satisfied by the services and negative work culture within the
staff due to lack of attendance cause of sick leaves which causes the delay in the services (Kasiri,
2017). Another reason for the poor guest satisfaction is the staff turnover ratio that is high due
to lack of the attractive rewards and incentives that always keep the employees motivated
which leads to a turnover of knowledgeable and effective staff within a year. One of the other
problem of the management styles and ineffective leadership which leads to the inappropriate
and poor guiding processes which lead to the poor quality the housekeeping and services in the
hotel causing the poor guest satisfaction (Kasiri, 2017). The interrelationship between the poor
working team and poor guest satisfaction causes by the front house employees who are
responsible for the delay in checking in and out of the guests in the imperial hotel. These all the
problems interrelate with the major problem of poor guest satisfaction which can be solved and
the imperial hotel will achieve its performance standards and efficiency (Kasiri, 2017).
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CONCLUSION
This report has marked that the hospitality sector has many issues related to the human
resource are prevailing in the sector which leads to a direct influence on the service quality and
the absence in the management styles and ineffective leadership which leads to the
inappropriate and poor guiding processes which lead to the poor quality the housekeeping and
services causing the poor guest satisfaction. This report results in ultimately decline in the
service quality and the level of the performance of the hotel. This report stated that there is a
need for effective monitoring and the management techniques for performing which helps in
taking the effective steps to achieve the desired objective and meet with the desired
performance. This report carries the problems facing by the imperial hotel and the
recommendations to solve the problem related to the poor guest satisfaction laid out by the
new manager Peter Farnsworth. In order to maintain the customer's satisfaction level on staff
service quality, the imperial hotel ensured to serve the best quality and service to the
customers by giving the best training to the staff and the hotel can change the leadership and
the management style and follow the motivational approaches to keep employees motivated
so that they can contribute their best by performing well for the industry.
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BIBLIOGRAPHY
Aquilani, B., Silvestri, C., Ruggieri, A. and Gatti, C., 2017. A systematic literature review on total
quality management critical success factors and the identification of new avenues of research.
The TQM Journal, 29(1), pp.184-213.
Bravo, R., Martinez, E. and Pina, J.M., 2019. Effects of service experience on customer
responses to a hotel chain. International Journal of Contemporary Hospitality Management,
31(1), pp.389-405.
Choo, P.W. and Tan, C.L., 2017. Factors Influencing Poor Experience Quality in 2-To-5-Star
Hotels: A Content Analysis of Guest Reviews on Trip Advisor. Global Business and Management
Research, 9(4s), pp.409-425.
Halvorsrud, R., Kvale, K. and Følstad, A., 2016. Improving service quality through customer
journey analysis. Journal of service theory and practice, 26(6), pp.840-867.
Hon, A.H. and Lui, S.S., 2016. Employee creativity and innovation in organizations: Review,
integration, and future directions for hospitality research. International Journal of
Contemporary Hospitality Management, 28(5), pp.862-885.
Huertas-Valdivia, I., Gallego-Burín, A.R. and Lloréns-Montes, F.J., 2019. Effects of different
leadership styles on hospitality workers. Tourism Management, 71, pp.402-420.
Kasiri, L.A., Cheng, K.T.G., Sambasivan, M. and Sidin, S.M., 2017. Integration of standardization
and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of
Retailing and Consumer Services, 35, pp.91-97.
Nieves, J. and Segarra-Ciprés, M., 2015. Management innovation in the hotel industry. Tourism
Management, 46, pp.51-58.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spending. Journal of Retailing and Consumer Services, 31, pp.277-286.
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