Imperial Hotel: Analyzing Guest Satisfaction and Management Strategies

This report analyzes the management challenges faced by the Imperial Hotel, focusing on poor guest satisfaction. The report identifies key issues such as complaints about check-in/out processes, room quality, and staff behavior. It examines the General Manager's initial suggestions and the consultant's recommendations, which include analyzing the problem from the customer's perspective, making staff aware of customer expectations, training staff to respond to complaints, and providing feedback to complaining customers. The report explores various solutions, including hiring new employees, employing students on zero-hour contracts, and implementing incentive and bonus schemes to improve employee retention and performance. The conclusion emphasizes the importance of effective management in resolving issues, enhancing guest satisfaction through innovative services, and retaining employees through incentive programs.

INTRODUCTION TO
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
POOR GUEST SATISFACTION..........................................................................................1
CONCLUSION .............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
In modern scenario, crucial role is being played by management in each and every kind
of organisation which mainly provides surety of employees along with high retention rates in
order to decrease the cost of employment. Hence, it is highly essential for the company to have
better and effective management so that effective position can be gained within marketplace.
Process failure can lead company to bear the losses and minimisation within marketplace
regarding organisation (Albert and Beatty, 2014). In this report, study is based on Imperial Hotel.
The hotel is being located Middle London and deals in catering the high end businessmen,
guests, tourists, celebrities and many more. This kind of hotel is popular for providing advanced
services which can be improvised in continuous manner and thus can look out for better level of
satisfaction. The cited hotel has well maintained bedrooms which are 500 in number along with
conference room which can take 1000 people at single time. Besides this, it can be stated as one
of the effective International Chain in which there are 250 hotels just in UK. In recent time, Peter
Farnsworth has joined as General Manager and he found issues which are being faced by
company. This report will put light on plans and initiatives which are being taken by
management of hotel in order to decrease the retention of staff members. However, there is the
challenge which is being faced by company and that is lower level of satisfaction which
customers are having. MAIN BODY
POOR GUEST SATISFACTION
Analysis of Case:
Above mentioned is the issue which is being determined by the manager of the hotel who
is being appointed in recent of Hotel Imperial. In this kind of issue, manager found that
customers are not opting out for making stray in this hotel is due to the very low level of
satisfaction given by the hotel. This kind of issue is being identified by the grading level in
which this hotel was graded as the lowest in entire Start Chain in terms of entire level of
satisfaction at the rate of 65% within the company's Benchmark grading system. In every kind of
hotel, a monthly Guest Satisfaction Survey is being taken (GSS) with regular guests and this
mainly includes the survey with major business customers (Palmer, 2011). Below described is
the monthly survey of Imperial hotels:
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Illustration 1: Monthly Analysis of Imperial Hotel
(Source: Monthly Feedback of Imperial Hotel, 2018)
From the above image, it is highly clear that company is not doing well in terms of providing
high level of services to the customers and is not fulfilling the level of satisfaction which
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customers expect. As per graph, there are some which are most regular complaints regarding the
checking in and checking out for the hotel, room quality along with the poor staff and quality.
There have been many complaints which were registered regarding the staff being indifferent
and even rude to the guest sometimes (Peterson, 2015). Other guests have been critical of having
to wait in queues at reception both for checking into the hotel as well as checking out. A
considerable number of guests have complained of repeatedly being charged incorrectly in their
final bill. Most worrying is the fact that some guests are also complaining that there has been
little or no timely response to their complaints.
When it comes to the accommodation in hotel of growing number of guests which are being
critical for quality regarding the hotel room along with the particular cleaning up of bathrooms
and there has been many of the requests for the room changes due to the showers not working
properly, noisy air conditioning and technology not working in the rooms (Runyon, 2013).
Commenting on Peter Fransworth's initial suggestions:
As per the above issue, consultant mainly gave its comment regarding the enhancement
along with addition in initial suggestions which are being given by the General Manager. Those
suggestions are being described below: Analyse the problem from the customer’s perspective: This kind of suggestion can be
stated as highly essential factor for the company in order to improve the level of
satisfaction. Analysing the issue from the point of view of customer is much more
effective as by this, issues can be clearly determined and company will be able to know
how customer feel while having low satisfaction (Anderson and et.al., 2018). By this, not
only problem will be analysed but also it can help in gaining effective solutions. This will
lead to make the services much more effective and issues which are being faced can be
resolved in better and effective manner. Make staff aware of the customer expectations: When customer enters into the hotel
which has high goodwill, he\she has high level of expectations with the services which
will be given to him\her and as per the mind-set of client, it is clear that money will be
spend but high quality services are being needed in return. So, it is highly essential to
make the staff know about this and spread awareness among the department that there are
certain level of expectations which the customer has regarding the services and those
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needs to be fulfilled by removing the rudeness along with maintaining the better level of
hygiene in rooms (Hazen and et al., 2014). Train staff to respond to customer complaints: There are high numbers of complaints
which are being registered by the customers and not only that, there are times that there is
complaint regarding ignoring the earlier complaints. This kind of factor is highly
impacting the goodwill of the company in negative manner. So, it is highly essential to
provide training and developing sessions for the employees in which various kind of
techniques can be taught for dealing with various kind of complaints which are being
received from the end of customers (Kotler, 2011). This kind of suggestion can make
employees get morale boost regarding dealing with issues in better and effective manner.
This will in turn also make employees give high level of performance and thus, provide
high level of satisfaction to the customers.
 Feedback to complaining customers how the problems are being dealt with: This kind
of suggestion is highly effective and unique in nature as it is the nature of human that
there is the curiosity of knowing things which are being happening. Same way, if a
customer makes complain, he\she has the curiosity of knowing whether the complaint has
been noticed or it has been ignored and if it has been noticed, then what steps they are
taking to resolve the same. So, here company can take benefit of giving out the feedback
of the complaints which are being made by customers regarding the issue they are facing
and the steps which are in process to resolve that (Myerson, 2012). This kind of feedback
will give positive mark on the perception of customers and thus, they will have positive
thinking regarding the company.
Resolutions by Consultant:
There are various starting solutions being given by General Manager along with
consultant which are being analysed and thus enhancement is being given. Some of the
resolutions are being described below:
Hiring of new employees from other specialised consultancy agency:
In this kind of factor, there is main focus of Imperial Hotel on hiring the effective ones ad
thus removing who has the low level of mindset of working in company (Malhotra and Malhotra,
2012). Effective workers can be hired by the company and thus it can be done through any major
consultancy services who can appoint regional manpower with high level of performance.
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Ensuring the employee retention for the long period of time is the duty of the firm who is giving
out effective workers. This way, company will have those workers who will take their job
seriously and thus, will give better and effective services to customers and reduce the low level
of satisfaction.
In result, this kind of action will help company to give customers a better experience
along with maximum level of satisfaction to them with positive feedbacks which in turn uplift
the goodwill of the company.
Employee student on zero Hour Contract Basis:
This kind of suggestion mainly states that the recruiting students who belongs in the same
sector on the basis of work hour basis. This means that there is no fixed payment system for the
employees and thus, they will be paid for the hours they work for the company (McCauley,
2012). There is the human tendency that at the initial stages of job, employee mainly performs
with high level, so recruiting students can give company the same benefit and thus through this,
company can have high level of satisfaction which can be given to the customers along with the
issues an complaints which are being faced can be resolved.
It has been observed that students of college of the high school have the will of working
under some company who can hire them on hour payment basis. Besides this, organisations don't
select these youngsters as they are very little qualified and work inappropriate kind of way. Far
from, organization likewise select students like who are considering internship where they can
complete temporary article ship.
Incentives and bonus schemes:
There is the crucial role of management and that give motivation factor to the employees
in order to have high level of performance. There are two ways by which motivation factor can
be applied and those are monetary terms or emotionally (Bonus and Incentive Schemes, 2016). In
present scenario, there is the need of Imperial hotel in improvising on employee retention.
Therefore, company can adapt the schemes which are related to the monitory terms. This has
been determined that the there are various schemes which can be applied to increase the morale
level along with performance. Hence, company can apply many incentive schemes in order to
encourage staff members for meeting up the excellent standards of work along with improving
the productivity (McDaniel and Gates, 2013). These mainly include the Employee of the Month
(for the whole hotel = £200) and employee of the month for each department (£50); staff
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(including agency staff) consistency meeting up an individual along with performance targets in
three consecutive months within the sector which is like £ 200 vouchers for another hotel or it
can be end year parties which are mainly funded by hotel along with the college fees which can
be paid.
From the above statements and suggestions, it can be stated that issues are being determined
and thus management has found out that the in house members are becoming much more
demotivated regarding the work. Therefore, Imperial hotel can create suitable and comfortable
environment for the workers by applying various techniques and Incentive Bonus Schemes
(McKenzie-Mohr, 2011). By this, guests can get high level of satisfaction by the services
provided to the customers.
CONCLUSION
From the above report, it can be concluded that the better management can be uplifted or
the issues can be resolved which are being faced on regular basis. Besides this, it is the duty of
the manager to determine the issue and thus, diminish them in order to avail the benefits which
are being given. By the help of this, competitive advantages can be gained. There are various
kinds of incentives and bonus schemes which are being enforced in order to gain maximum high
performance which in turn can be given to guests and level of satisfaction can be maximised.
Incentive schemes mainly helps the company to retain employees for longer period of time and
thus, this can give advantage to the company to have experienced workers who know the ways
and techniques to deal with complaints. Bringing innovation within the services provided to
guests can be another way through which better services can be provided. In this report, Peter
Farnsworth who is a newly appointed General Manager has given some suggestions. Along with
this, management of Imperial Hotel can look onto suggestions and apply them so that conflicts
can be resolved of workers and make them more skilful by which productivity can get enhanced.
Due to this, goodwill of firm can be uplifted within marketplace.
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REFERENCES
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supply chain management: An introduction to the problem and suggestions for research
and applications. International Journal of Production Economics. 154. pp.72-80.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing, 75(4), pp.132-135.
Malhotra, N. K. and Malhotra, N. K., 2012. Basic marketing research: Integration of social
media. Boston: Pearson.
McCauley, S., 2012. Introduction. In The Dilemma of Boundaries. (pp. 117-121). Springer,
Tokyo.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
McKenzie-Mohr, D., 2011. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Myerson, P., 2012. Lean supply chain and logistics management. New York: McGraw-Hill.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
Peterson, D. R., 2015. Introduction: Heritage management in colonial and contemporary Africa.
The politics of heritage in Africa: Economies, histories, and infrastructures. pp.1-36.
Runyon, B. A., 2013. Introduction to the revised American Association for the Study of Liver
Diseases Practice Guideline management of adult patients with ascites due to cirrhosis
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Online:
Bonus and Incentive Schemes. 2016. [Online]. Available through:
<http://www.ashworthblack.co.uk/bonus-schemes/>.
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