Imperial Hotel: Analysis of Guest Satisfaction and Management Theories

This report examines the issue of poor guest satisfaction at Imperial Hotel, a prominent UK hospitality firm operating globally. The study analyzes the problem and applies relevant management theories, including Cue Utilization Theory, Stimulus-Organism-Response Theory, and Disconfirmation Theory, to understand and address the issue. The report highlights the importance of customer satisfaction in maintaining brand value and achieving organizational goals. It provides an in-depth analysis of how these theories can be used to improve guest experiences, enhance service quality, and ultimately, boost profitability. The conclusion emphasizes the critical role of guest satisfaction in fostering long-term customer relationships and achieving business success. The report recommends strategies for Imperial Hotel to improve its management practices and enhance guest satisfaction levels.

INTRODUCTION TO
MANAGEMNET

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Analysis of problem and application of relevant management theories ....................................3
CONCLUSION ...............................................................................................................................8
REFERENCE ...........................................................................................................................................9

INTRODUCTION
The concept of management is considered as a procedure which incorporates different
sort of activities i.e beginning from the setting up of targets of a business undertaking to
accomplishment of goals within prescribed time limit in an effective manner. A basic part of the
management is to consolidate every individual contribution and direct them towards
accomplishing hierarchical objectives in order to obtain increased level of satisfaction from
employees as well as customers (Chang, Shu and King, 2014 ). These objectives vary from
association to associations. For this report, Imperial Hotel has been considered which is one of
the branded and reputed firm within UK hospitality industry. Moreover, it deliver its services
across the several geographical regions that increases its customer’s expectation in terms of
acquiring improved level of satisfaction. Apart from this, present study is based on the issue of
Poor Guest Satisfaction which has been recently identified within the working culture of
Imperial Hotel. Hence, this problem impacts negatively over its overall productivity and
profitability ratio among competitors. Henceforth, in order to overcome the problem of poor
guest satisfaction, this report highlights the content of various management theories or principles
which reflect the importance of maintaining better relationship between consumers and
manpower. Finally, analyzing the overall findings and recommending the suitable ways to
improve the management of hotel.
MAIN BODY
Analysis of problem and application of relevant management theories
In an organization, the foremost element which lead them to enrich its brand value among
rivalries in an impressive style is that high level of satisfaction from customers. This is because,
without the effort of consumers, an establishment cannot be able to manage its volume of sales
as well as productivity ratio (Diallo and Seck, 2018). In attaining the same, better quality of
products, effective relationship with consumers, way of treating end users, fulfillment of demand
and many more help them to reaching their desired purpose without any hindrances. In relation
to this report, it has been determined that Imperial Hotel has been facing a problem of poor guest
satisfaction which reduces its profit margin and revenue ratio. Hence, as per the market analysis
of Imperial Hotel it has been acquired that it serve its business activities at international pace and
offer varieties of services such as attractive ambiance bedrooms with en-suite facilities,
conference hall, leisure centers, bars, restaurants. Due to the global presence of Imperial Hotel, it

empower its targeted audience to expect high level of service from the organization which
becomes the biggest challenge for company in placing its brand in a better position. On the basis
of current issue which Imperial Hotel undergoes i.e. poor guest satisfaction that means the
occurrence of dissatisfaction or negative response among customer due to failure in delivering
the desired demand, not treating the consumer with respect. On the contrary, Consumer
satisfaction assumes a significant feature inside business. Not exclusively, it is the main indicator
to quantify client dependability, recognize despondent clients, diminish agitate and increase in
revenue. Along with this, it is also regarded as a key purpose of differentiation that encourages
an establishment to capture the attention of wide range of new consumers towards company in
aggressive business situations (Emir and et.al., 2016). For understanding the influence of poor
guest satisfaction over organization overall performance, there are various types of theories or
concepts related to management which demonstrates the significance of maintaining improved
level of consumer satisfaction in order to gain competitive advantage. Some of the management
theories which has been suggested for Imperial Hotel to take corrective course of action in
against of Poor guest satisfaction problem that is discussed below:
Cue utilization theory
In the views of Cue utilization theory, any specified products or service comprise of a
few varieties of prompts that fill in as surrogate pointers of item or administration quality. There
are both intrinsic and extrinsic cues to assist visitors with deciding quality, where the intrinsic
signals give data on the physical properties of the item or administration, though extrinsic
prompts are item related and give data, for example, brand and value (Kao, Rao Hill and
Troshani, 2017). Considerably, because of the restricted substantial quality of administrations
inside a friendliness domain, visitors are frequently left to acknowledge the cost of the
experience and the physical appearance or condition of the hotels or cruise ship itself as quality
markers. However, Imperial Hotel can make an initiative to examine the present scenario of
marketplace as well as customer demand. On the basis of that, organization can implement fair
price for products or service and also maintain high level of quality in commodity. Due to such
action, Imperial Hotel can be able to enhance the operational efficiency and productivity ratio
among competitors in a stipulated time duration.
Stimulus-organism-response theory

One of the essential structures that assist an associations to evaluate or seeing how
conduct is affected by the physical condition or environment. Hence, Stimulus-organism-
response theory which in a hospitality industry expresses that the physical condition goes about
as a stimulus, visitors are beings that react to improvement, and the behavior coordinated
towards the environment by guests is an immediate reaction to the particular stimulus. It tends to
be exceptionally hard for visitors to assess the administration quality, as the experience in
general can be to some degree of uncontrollable. To make the administration assessment process
less complex, visitors go to the physical condition, the hotel or cruise deliver itself, to search for
unique or distinctive proof that show that either 'yes' this is an incredible inn or journey or 'no'
this isn't up to desires or expectations (Understanding Guest Satisfaction, 2019). Therefore, it is
subsequently essential for Imperial Hotel to comprehend that the physical condition can
profoundly affect visitor fulfillment. One investigation additionally found that the fulfillment
levels of specified group of visitors are measured by facility of lodging and accommodation
service, for example, room neatness, space to be in working request, staff kind disposition and
mindfulness (Konuk, 2019). It was likewise discovered that visitors had a low resistance for any
of these measurement to be a long way from their requirements. It has been discovered that not
just the nature of previously mentioned administrations connect to large fulfillment or
satisfaction, yet additionally the room structure and the physical property influence satisfaction
levels.
Disconfirmation theory
Moving along to theories on satisfaction, numerous specialists or researchers have
contended what the meaning of fulfillment really is, and numerous theories have been proposed.
Among the most mainstream models is the 'disconfirmation theory' which demonstrates that
"fulfillment is identified with the size and bearing of the disconfirmation experience that happens
because of looking at administration execution against desires”. Szymanski and Henard found in
their meta-investigation that the disconfirmation is the best indicator of consumer loyalty. In
spite of the fact that numerous models exist, for example, the disconfirmation theory and
different speculations, for example, the presentation just approach, the specialized and utilitarian
polarity draws near, the administration quality versus administration fulfillment approach and the
characteristic execution approach, it is concurred among all hypotheses that fulfillment is a post-

utilization assessment by the visitor. Hence, Oliver delivers the updated definition on the
disconfirmation theory which states "Satisfaction is the visitor's fulfillment reaction. It is a
judgment that a product or service highlight, or the item or administration itself, gave (or is
giving) a pleasurable degree of utilization related satisfaction, including levels of under-or over-
satisfaction". In the content of the above mentioned definition it has been very clearly stated that
the satisfaction response is a positive feeling experienced by visitors in regard of implementation
of best decision towards uncertainly or dynamic nature of business environment competition.
Oliver besides additionally opposes that positive opinions can happen not just by the unexpected
impacts of over-satisfaction, yet additionally by under-satisfaction which can happen when the
harm or torment an issue causes is not exactly being anticipated (Lankton, McKnight and
Thatcher, 2014). Henceforth, this specified theory has been viewed as an integral determinant as
it centered mainly two ideas which are; "The primal content is that the satisfaction is an
consequence of direct experiences with items or service; and furthermore, it happens by looking
at this experience against a standard (for example desires)". The significant weakness of the
disconfirmation principle ought to however be noted, which is that the model shows that if one's
desires are reduced, satisfaction should inevitably increment.
Henceforth, past research demonstrates that obtaining high level of fulfillment is a
outstanding indicator of repurchase intentions. Apart from this, various other scholars found
through a several empirical studies that satisfaction, and also quality are regarded as a key
drivers in an organization's financial performance. These findings point towards the significance
for hospitality organizations to completely understand and perceive what drives visitor
gratification and focus on the areas which are performing ineffectively and considerably
negatively affect visitor fulfillment (Metan and Murthy, 2018).
Evaluation of theories
When conversing or discussing the concept of satisfaction, it is necessary or essential for
Imperial Hotel to understand guests or tourists assessment of service as it include two
fundamental distinctive dimensions: service delivery and administration outcome. Research
demonstrates that how the service was conveyed (seen practical quality) is a higher priority than
the result of the administration procedure (specialized quality. This investigation basically
reveals that contribution by staff contains a strong affect over visitor's fulfillment decisions.

Having thoroughly discussed the aspects of satisfaction, it is also important to signify the term
dissatisfaction and why it occurs. Hence, dissatisfaction towards the service often simply
happens or take place when guest’s perceptions do not meet their expectations. There are several
specifics to why dissatisfaction would occur within a hospitality environment, such as: 1) the
company not understanding what guests wants, and can therefore not deliver; 2) false or
incorrect advertising which causes guests to have unrealistic expectations; 3) staff not able or
willing to deliver adequate service. On a more theoretical level, dissatisfaction can be explained
by Parasuraman’s gap model which proposes that ten dimensions determine service quality:
“reliability, responsiveness, competence, access, courtesy, communication, credibility, security,
understanding/knowing the guests, and tangibles”. Above basically suggest that the differences
between expected performance and perceived performance on each of the above dimensions will
determine the overall received service quality. Dissatisfaction could therefore arise if the
perceived performance falls short on any or all of the expected performance dimensions; this is
based on the disconfirmation theory (Peng and Kim, 2014).
Among the preceding mentioned satisfaction theories, disconfirmation theory is
considered as more appropriate for Imperial Hotel in aspect of tackling over the issue of poor
guest satisfaction. However, this theory contends that contentment or satisfaction is identified
with the size and bearing of the disconfirmation experience that happens because of contrasting
help execution against desires. Fundamentally, fulfillment is the consequence of direct
encounters with items or administrations, and it happens by looking at recognition against a
standard (for example desires). Likewise, research demonstrates that how the service was
conveyed is a higher priority than the result of the service procedure, and dissatisfaction towards
the administration often basically happens when guest's interpretations or perceptions fails to
meet up with their desires and expectations (Piercy and Ellinger, 2015). Therefore, proper
allocation of resources and utilization of same in an appropriate manner enable Imperial Hotel to
generate impressive level of financial stability, quality of service, increased degree of
productivity, operational efficiency as well as enrich the employee’s morale in an amended
mode.

CONCLUSION
It has been summarized from the above explained report that for acquiring the positive
response from customers and also to maintain a long term relationship with them, high level of
guest satisfaction is regarded as an integral element. Apart from this, another benefit which
increased customer satisfaction impose over organization is that it lead them to implement best
decision for obtaining profit maximization in a stipulated time duration without any hindrances.
Moreover, application of different theories or concepts assist establishments to identify its
weakness or potentiality and also motive them to take corrective course of action in order to gain
competitive advantage among rivalries. IN addition to this, analyzing the market trend or
demand and consumer need or requirements help company to produce high quality products and
service. With the help of such initiation, organization can acquire improved level of consumer
satisfaction and also aid them to retain them for longer time duration which enlarge its market
share or size in an amended mode.

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