Imperial Hotel Case Study: Improving Guest Satisfaction

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INTRODUCTION TO MANAGEMENT
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Table of Contents
Introduction......................................................................................................................................3
Analysis of the individual problem..................................................................................................4
Analysis of one specific problem....................................................................................................6
A summary and justification of key proposals for the resolution of the problem in the
Organisation.....................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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Introduction
Business and management play a vital role in every organization. It helps by organizing,
analysis, planning of many business operations. These components are essential to maintaining
and manage the business. Effective business strategy helps to run the business effectively. In
this report, it describes the imperial hotel, which is based in the London case study. This hotel is
famous for its excellent hospitality services and operates around 25 hotels in the United
Kingdom. The imperial hotel established 100 years ago and gave luxurious treatment for its
guests. In the current time, it needs to renovate the infrastructure and redecoration. Still, it
phases many problems and need modification for growth the business and achieves success in
future. The major problem which directly affects to the company business is to bad guest
satisfaction. It decreases the image and reputation of the hotel. In the past years it is analysis that
due to lack of staff performance, an increase of complaints affects the hotel business. Customers
are not satisfied and give negative reviews. In this situation, it is essential for the hotel to
improve the conditions. In this report, it describes some appropriate solutions for a given
problem and suggestions. It will also explain some suitable recommendations for solving the
circumstances. In this report, some essential and proper management and operations theories
and principles will also explain to identify the base of the problems. These theories support to the
hotel to apply new ideas, technologies, for maximizes the productivity and work to achieving
organizational goals and targets. Management theories and principles help by giving directions to
the Hotel Imperial.
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Analysis of the individual problem
 Analysis of the individual problem –
The imperial hotel is famous for its luxurious services towards customers and guests. Hotel is
popular and managed international brand chains. It operates 25 hotels in the UK; it is located in
the heart of London's west end. This hotel provides its services, facilities for 100 years ago —
hotel plan for modernization its business for improvement and up gradation. Hotel conducts a
monthly survey for analysis as well as for development. Guest satisfaction survey shows
negative aspects for the hotel, and it decreases the chances of progress the company business
(Choo and Tan., 2017).
In the given case study of the hotel, imperial is that the hotel faces problems for poor customer
satisfaction due to lack of effective staff performance. In that case, it is essential for the hotel to
solve this problem for progress. Management theory relates to the problem are:
Henry Fayol's management theory plays a vital role in understands the concept of how
management manages and maintenance personnel. This theory has 14 principles of management.
It is based on how managers organize operational services and interact with staff members.
History of this theory:
This theory is established by Henry fayol's. Fayol develops 14 principles of management and
give directions to the managers to operate the business effectively. It is a modern concept of
management. This theory directly affects to the employees as well as customers.
14 principles of management are:
 Distribution of the work: Employees perform their task according to their skills.
Satisfied employees perform well and provide positive outcomes. Unsatisfied employees
perform wrong and give adverse outcomes. Employee's performance affects the company
business (Edwards, 2018). Duties: Managers should give directions to their employees in performing the task
effectively.
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 Discipline: It is necessary for each organization to operating the duties and
responsibilities in regulation and systematic way. Unity of command: Employees should follow the one supervisor commands. Unity of direction: Team should work according to the one manager commands; it helps
to do the appropriate action. Subordination of personal interest: It is essential for the company to consider the group
interest rather than finding one employee interest. Compensation: It depends on employee interests and their satisfaction; it includes
financial and non-financial remuneration. Centralization: It is necessary for the organization to check how employees decide on the
decision-making process. Scalar chain: Employees of the company should know towards organization ethics and
organizational structure. Command: For an organization, it is essential to provide employees with safety and
security. It helps to build employees trust, and they will work with their full potential. Equality: Organization managers should do fair treatment with their employees. It
provides staff satisfaction. Stability towards individual: Managers should decrease the employee turnover and give
priority for personal planning. Leadership: Employees should have the freedom to give their views, ideas, information
for better plans and management. Esprit de corps: For better performance organization should encourage the team and
motivate the employees to do work with their full potential.
This principle helps to the hotel imperial to manage the business structure and solve the poor
guest satisfaction by motivating their employees and do work with systematic manner. This
theory helps to the company managers to forecast the market, current trends, and ideas to provide
services to attract the customers. It also helps to build a strong relationship with employees, so
they perform well in the workplace. Other functions of this theory are planning, organizing, give
commands, coordinate with the employees and control the management actions as well as
employees performance (Xu and Li., 2016).
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Analysis of one specific problem
An analysis of one specific problem within the case demonstrating an understanding of the
processes and procedures for effective management
In the given case study, the problem is; hotel imperial faces the issue for poor customer
satisfaction. It is identified by the help of guest satisfaction survey reports. It is a plan for every
month of the year. This survey gives adverse outcomes. Due to the negative feedback of the
customers and poor staff performance decrease the company image and reputation. This survey
is based on the regular guest’s reviews, their perceptions and their thoughts towards the hotel
facilities.
Customers give negative reviews, complaints against the hotel services. Many complaints said
towards checking system of the hotel, room quality facilities, staff behaviour towards customers
are not right. It directly affects the hotel image and creates barriers for hotel resolution and
redecoration (Gibson, et. al., 2016).
It is analysis that the base of the problem is lack of satisfaction, poor infrastructure, management
system and staff behaviour towards customers and guests. It is also noticed that many customers
give complaints towards the hotel room’s services, cleaning facilities and environment of the
hotel. Bad interior and atmosphere affect the customer’s mindset and employee’s behaviour.
Some guests are worried and upset due to these situations they give criticism and show negative
marketing against the hotel imperial (Yusof, et. al., 2017).
Findings of the case study are:
 It is essential for the hotel to improve these situations and make plans to resolve the
issues.
 However, the company refurbished the interior eight years ago, but still, they face the
problems.
 For the upcoming year, the company make restoration and resolutions to attract
customers.
 The company faces challenges with their poor staff management, and due to this issue, it
affects customer facilities.
 The hotel requires making plans for effective management and resolving the problems.
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Effects of these problems are:
 Company staff turnover high in all departments, which is 80% and arises due to low staff
morale.
 Company reputation and image, and there is high negative marketing is increasing. It
directly affects to the company business as well as its growth.
 Hotel whole star chain is affected, and guest satisfaction run rate is 60% it fluctuates the
overall sales of the hotel.
The base of the problem:
 The company does not provide employee satisfaction for growth and development.
 It decreases the employee’s interest.
 In past years it provides best services and focuses on customer demands, needs. But after
sometimes due to increase in competition and high marketing of new competitors
decrease the hotel business. However, the company make new plans, ideas every year but
still face problems.
The reason behind this issue is to lack of employee satisfaction, mismanagement of the facilities,
services affect the hotel management. It is also an analysis that the company did not provide
adequate training sessions for its staff to do work with their full potential and focus on the
company goals and objectives.
For solving this problem, it is essential for the organization to understand the concept of active
management. Both the term process and procedure are different from each other. The process
explains the large picture and focuses on the significant components. On the other hand, method
grabs these components and adds the ideas, information’s for duties, responsibilities, aims and
objectives (Jung, et. al., 2015).
For effective management, it is necessary for the hotel imperial to use some methods and
approaches to solve the issues and make a strategy to resolve the situations. If the hotel set a
clear vision and mission for setting the goals for the hotel business, then the chances of the
success and growth will be high. Hotel managers were not recognized its goals and objectives;
due to these reasons, the company make losses and its image decline in the market place. For
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effective management, it is necessary for the company to clarify the vision and mission and give
commands for employees.
This problem poor guest satisfaction correlates to the other issues of company. Staff turnover is
high, which is investigated that 80%. Due to this issue; staff members set in their mindset to
leave their current job because the hotel management does not make practical plans for employee
satisfaction. Negative work culture within staff members increases the chances of weak team
works.
Hotel affected due to increase in employee’s dissatisfaction. Weak guest satisfaction decreases
the chances of existing customers, loss of future customers. It also gives negative impacts
towards employees, so they give bad performance and in results, customers not satisfied with
their behaviour. Company managerial functions and operational functions affect guest
satisfaction. Due to the lack of hotel facilities give negative impacts on marketing and sales
management (Oyner and Korelina., 2016).
In its operational services; insufficient use of information technology and improper management
systems affected the guest facilities. Lack of new technologies slows the procedure of checking
facilities which create issues for customers. They make complaints that they weight for long
hours for the reviewing process. Many other hotels applied fast checking system; it gives
positive impacts on customer’s satisfaction.
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A summary and justification of key proposals for the resolution of the problem in the
Organisation
Plan for resolve the issue to improve the situations and resolve the issue of poor guest
satisfaction:
Step 1. Understand the guest and customers perceptions:
It is essential to focus on the customer demands and needs and give them on priority. Without
customers, there is business will be started and gain profits. So, in that case, it is essential to
provide specialized treatment, luxurious services to attract to the customers.
Step 2. Use an effective strategy:
A good strategy helps to solve the problems. Consult with the stakeholders, partners and
employees to make plans for an effective strategy. The approach helps to address the needs and
wants of customers, guests, and company stakeholder’s choice in a combined manner. It helps to
improve service management, give support to the employees by motivating, encouragement
(Kassinis and Soteriou., 2015).
Step 3. Measurement the success:
Customer satisfaction score method helps to measure the changes and know which areas need
improvements. It allows customers to give rates for hotel facilities and services.
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Conclusion
It is concluded that business and management help to the organization to manage all the tasks
systematically and do operational as well as strategic functions for achieving the company goals
and objectives. Systematic management provides benefits for upgrade the business and improve
the flexibility for the meeting with the customer expectations, needs and wants. In this report, it
described that hotel imperial face problems due to its poor guest satisfaction. This problem not
only affects the hotel business but also affect the company reputation. In this report, it described
that poor guest satisfaction jeopardizes the dignity of the hotel. The hotel provides luxurious
services, but still, it faces the problems and wants to resolve the issues. In the finding of the case
study is hotel wants to improve the situations and make plans for it. Some guests give complaints
towards hotel services and for its staff performance. It also explained that management theory
and principles help to provide customer satisfaction and improve the hotel business management.
In the findings of the case study give issues causes and reasons. In this report, it gives some
suggestions to resolve the problems and sort the hotel problem.
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References
 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.
 Edwards, R., 2018. An Elaboration of the Administrative Theory of the 14 Principles of
Management by Henri Fayol. International Journal for Empirical Education and
Research, 1(1), pp.41-51.
 Gibson, P., Lim, W.M. and Holmes, M., 2016. Keeping the customers happy: The
importance of morale on cruise ships. Tourism in Marine Environments, 11(2-3),
pp.136-145.
 Jung, H.S. and Yoon, H.H., 2015. The impact of employees’ positive psychological
capital on job satisfaction and organizational citizenship behaviors in the
hotel. International Journal of Contemporary Hospitality Management, 27(6), pp.1135-
1156.
 Kassinis, G.I. and Soteriou, A.C., 2015. Environmental and quality practices: using a
video method to explore their relationship with customer satisfaction in the hotel
industry. Operations Management Research, 8(3-4), pp.142-156.
 Oyner, O. and Korelina, A., 2016. The influence of customer engagement in value co-
creation on customer satisfaction: Searching for new forms of co-creation in the Russian
hotel industry. Worldwide Hospitality and Tourism Themes, 8(3), pp.327-345.
 Xu, X. and Li, Y., 2016. The antecedents of customer satisfaction and dissatisfaction
toward various types of hotels: A text mining approach. International journal of
hospitality management, 55, pp.57-69.
 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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