Customer Service Report: Analysis of Marriott Hotel Policies

This report provides a comprehensive analysis of customer service practices within Marriott Hotel. It begins with an introduction to customer service and its importance, followed by an examination of Marriott's customer service policies, including assistive devices, hygiene standards, food quality, special requests, customer feedback mechanisms, and privacy measures. The report then delves into the purpose of these policies, emphasizing their role in attracting and retaining customers, guiding employees, and identifying areas for improvement. Task 2 evaluates different communication methods, such as verbal and nonverbal communication, and their applications within Marriott. The report further explores the impact of customer service policies on customer perception and identifies various sources for gathering customer requirements. Market research is conducted to suggest recommendations for improving customer services. Finally, the report includes a demonstration of customer service skills and concludes with a summary of the key findings and recommendations. Illustrations and references support the analysis throughout the report.

Customer Service
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
1.1 Reasons for using customer service policy............................................................................3
TASK 2............................................................................................................................................7
2.1 Evaluation of different communication method and their uses.............................................7
2.2 The impact of customer service policy on the perception of customer.................................9
TASK 3............................................................................................................................................9
3.1 Various sources from where Marriott can get information on customer requirement...........9
3.2 Research suggesting recommendations for improvement of customers services................10
Task 4 ............................................................................................................................................14
4.1 Demonstrating own customer service skills........................................................................14
CONCLUSION..............................................................................................................................15
REFFERENCES............................................................................................................................17
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Illustration Index
Illustration 1: Using verbal communication .................................................................................10
Illustration 2: using gestures while presentation ...........................................................................15
Illustration 3: presenting myself with my team mates ..................................................................26
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INTRODUCTION
Customer service is a process through which organization ensures the satisfaction of
customers after when they use their products. With the aid of customer service, company takes
due care of customer’s necessity by providing supreme quality services as well as professional
help during and after delivering the product. This also helps in building trust and cordial
relationship between customers and company (Wilson and et.al., 2012). By providing good
quality customer services, organization can ensure maximum satisfaction of its customers which
will raise brand loyalty among them. In addition to this aspect, it will develop strong reputation
of company in the market.
The present research report is focused on the implications of customer services in Marriott Hotel.
Marriott is a luxury hotel with providing hospitality services from 1927 to till now. It has chain
of hotels in different corners of the globe. In the present research report, the significance of
customer services is detailed out. In addition to this, various communication methods and their
uses will be highlighted with the help of creative poster. The implication of customer service
policy for the future growth and profitability is also explained. In addition to this, market
research is done and demonstrated with the help of graphs to recommend the suggestions to
improve the current customer service policy. The company Marriott Hotel was found by J.
Willard Marriott and his wife, Alice in 1927. The organization was formed as Hot Shoppes
restaurants in Washington D.C. After that business entity has expand business in all over the
world (About Marriott International, 2015). Presently, Marriott international international is
having different hotels and restaurants 79 countries with 4200 properties. In all over the world,
the business entity is having more than 120000 employees who are working at different job
position.
TASK1
1.1 Reasons for using customer service policy
Marriott International is a leading hotel of hospitality and tourism industry. It provides its
services through the chain of hotels around the world. It has been identified that there is strong
implications of customer service policy in the functioning of organization. The main objective of
hotel behind using this policy is to fulfill the needs of customers in the best possible way.
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Marriott hotel makes effective use of its customer service policy to retain its brand loving
customers. This also helps the hotel in enhancing its market image and customer satisfaction
(THE MARRIOTT MANAGEMENT PHILOSOPHY, n.d.). However, to serve the needs and
preferences of customers in a better way, company keeps on modifying its existing customer
service policy. The description of such policies is as below:
Customer service policy Description Justification
 Availability of assistive
device
According to this policy, hotel
provides technical help or a
device to facilitate
communication or other such
instrument that helps in
performing respective
functions of people who are
disabled. For example, wheel
chair, hearing device or
personalized breathing tank
etc.
It is a noble step taken by hotel
which is appreciated by its
customers a lot. It provides
convenience to people who are
disabled The hotel staff also
takes care of disabled people
(Wu and Liang., 2009).
 Hygiene As per this policy, the
management of Marriott
ensures the health standards
within hotel that whether they
are maintained properly or not.
Therefore, there is proper
maintenance of hygiene. The
waste is disposed of properly.
Disinfectants are used to clean
hotel rooms, lobbies and other
premises. Hotel also provides
The guests of hotel are fully
satisfied as Marriott takes so
much care of their hygiene.
This also gives a homely
feeling to customers. This also
induces brand loyalty among
customers and they become
repetitive guest in this
organization (Fletcher, 2012).
Thereafter, by maintaining
hygiene, hotel also fulfills the
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free sanitizer to their guests
and uses hypo allergic bed
sheets and pillow covers for
each room (Hulley and et.al,
2013).
safety norms issued by
government. This also helps in
building good reputation and
trust among government.
 Food quality With this policy, hotel ensures
that quality of food provided
by Marriott to its guest is the
best.
Hotel ensures that the food and
drinks served are fresh. To
make sure about the quality of
food, hotel adheres with the
safety standards set by
government. The management
ensures that there are proper
refrigerants to store raw
material or ingredients which
are used while preparing the
food.
Marriott provides training to
their chefs so that they can put
their best efforts in ensuring
the superior quality of food. To
maintain the nutritional value
of food, the food is prepared
by chefs at the prescribed
temperature only. The
management ensures
vegetables, fruits, eggs; breads
etc. which are not purchased in
bulk. Thereafter, to maintain
the freshness of food
ingredients, they are stored
properly.
 Special demand The special demand of
customers is considered
effectively by the management
of hotel. For example, if guest
wants a sea or garden facing
room of hotel then
management tries to provide
such room (Sadler, 2011).
Thereafter, Marriott also
The customers are more
delighted when hotel considers
their special demand. This
enhances the satisfaction level
of customers (Helkkula and
Kelleher, 2010). Due to this
policy of Marriott, the market
reputation of company is
increased.
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provides food as per their
needs.
 Customer feedback Marriott has implemented a
feedback system through
which guests of hotel can give
their valuable suggestions and
feedback. This also helps
company in identifying the
loopholes in their management
system and supports in using
the critical feedback of guests
in a positive manner (Wu and
Liang, 2009).
With the help of this policy,
hotel is able to provide
satisfaction to its guests in an
innovative and better manner.
It also makes customers think
that their suggestions,
sentiments and feelings matter
to company. This further
induces a feeling of sense of
belongingness among
customers with regard to
Marriott.
 Customer queries The hotel has adopted a good
way to solve customer queries.
Marriott provides toll free
number to its customers on
which they can call and
customer queries will be
resolved by the staff members.
Thereafter, management has
also designed a separate
section on hotel website where
customers can register their
queries.
The management ensures that
queries of customers are
answered on time. They also
check that whether the reply is
effective and prompt or not.
This will further enhance the
involvement of target
customers with the hotel.
Thereafter, management also
provides training to staff
members so that they can
handle the customer
complaints properly (Carraher
and Parnell, 2008).
 Privacy With this policy, hotel ensures With the privacy policy
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that there is privacy of
personal information of guests.
The data of guests is kept
confidential and is not
available to outsiders. Hotel
also provides privacy to its
guest and ensures that they are
not disturbed by the staff
(Ladhari, 2009).
company can maintain the trust
of its customers. The guest
personal is kept confidential.
The important information
like, name, address,
identification proofs provided
at the time of booking hotel is
kept safe and secured by
management. Management has
secured database management
system which help
management in keeping
customer information safe with
hotel.
1.2 Purpose of using customer service policy
The customer service policy of Marriott helps the brand in ensuring maximum
satisfaction to its customers. With the help of service policy, the brand can attract new customers
and retain existing ones. The customer service policy serve as a guide to its employees and other
stakeholders. Furthermore, the management of Marriott ensures that each and every staff
member of hotel is well aware of its customer’s policy. For this aspect, customer service policy
should be made accessible for every member of the organization. Management should discuss
about policy to its stakeholders too (Guffey and Loewy, 2010). With the help of policy Marriott
can identify areas where special attention is required. For instance, the customer service policy
states that company should provide assisstive devices to disables. Therefore, it is required for
Marriott to ensure the assisstive devices are of good company and there is no manufacturing
defect. In addition to this, management can provide a attendant for disabled person whose
responsibility will be to take care of the needs of disabled customer. With the help of service
policy employees can serve the needs of customers in a effective manner. Marriott conducts
training and development for its employees and staff members so that they can implement the
stated policies effectively within hotel. In addition to this, management also provides proper
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motivation to staff to ensure effective enforcement of strategies in Marriott. However, hotel
management should also display its key customer service policy on its official website so that,
customers get an idea about their rights and privileges they can avail from hotel (Walsh, Enz and
Canina, 2008).
TASK 2
2.1 Evaluation of different communication method and their uses
Communication is a process which involves flow of information, ideas and thoughts from
one person to another. In other words, it involves sending and receiving important information
between two or more people. In Marriott hotel communication plays a vital role and without it
company cannot work properly. There are large no of benefits of communication in hospitality
industry such as, it helps in facilitating coordination and cooperation among members.
Thereafter, it act as base for decision making and helps in enhancing managerial performance
and efficiency within Marriott (Briggs, Sutherland and Drummond, 2007). In addition to this
aspect, it also act a base of important managerial function such as, motivation, leadership and
effective management within hotel. Therefore, communication process within Marriott plays an
important role in the smooth and efficient working of the hotel.
Types of Communication Methods
There are two types of communication process used in Marriott; verbal and nonverbal
communication process.
 Verbal Communication:
The verbal communication refers to process in which information is conveyed to other
person using speech. It involves flow of information directly from one person to other or with the
help of cellphones, television or other media. Further, verbal communication involves, written
and oral communication.
9

10

11
Illustration 1: Using verbal communication

Written Communication
The written communication is used in Marriott to provide elaborated information regarding the
facts and figures or information that is required to be stored for later use. For this aspect,
management of hotel use emails, formal letters etc. Company also use written communication to
express their views to target customers. For instance, management wants to communicate the
information about the New Year’s party it is planning to organize. In this respect, it can drop a
email to its old customers and invite them also, it can written the information regarding this on
its social website (Brohman and et.al, 2009).
Oral Communication
Oral communication is used by manger of Marriott to give instructions to its
subordinates and other staff members etc. Oral communication is used to communicate on
telephone with the customers in order to solve their queries, provide some important information
etc. The staff members use oral communication with their guest to inculcate social relationship
with them and understand their needs and preferences (Shi and Su, 2007).
 Non Verbal Communication:
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Nonverbal communication involves use of gestures and postures or body language to
communicate with staff and guests. It also involves the use of facial expressions like, smile to
communicate with guest. Nonverbal communication helps in expressing feelings of staff
members towards each other and guests of Marriott (Communication skills for managers, 2014).
Gestures
Gestures are type of nonverbal communication in which an individual use its body
actions or body language to communicate important information. The gestures like, shaking hand
by manager with male subordinate or patting his back to express that his work is appreciated by
management. Thereafter, joining hands and wishing the guests to greet them and express that
they are welcomed in Marriott. Some other gestures that staff members of organization uses are,
pulling chairs for guests in restaurant, smiling while greeting them, nodding when listening to the
queries of customer or hand gestures while explaining something to guests. However,
management also use gestures to make their oral communication more impelling and expressing.
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14
Illustration 2: using gestures while presentation

2.2 The impact of customer service policy on the perception of customer
Perception refers to the views of customers towards the working of organization which is
generally based on its own conclusion and thinking. The perception of customer can be positive
and negative. However, it is directly linked with the satisfaction level of customer; if customer
gets good services he will be satisfied and develop positive perception towards Marriott. On the
other hand, if customer services are poor and unsatisfying than it will develop negative
perception in the mind of customer. However, it can be said that customer perception is base of
decision making and hence, it plays a vital role in the smooth operations of Marriott. Being in a
hospitality industry, it becomes more important for the company to take care of the perception of
its customer (Customer satisfaction survey, 2015). This is because, if customer develops a
negative perception about hotel than it may happen it never return to hotel. In addition to this
aspect, market reputation of company will be spoiled if the customer perception is negative.
Therefore, it is crucial for the success and sustainability of Marriott to understand the customer
perception.
Furthermore, it is required for the company to improve its customer service to develop
the positive perception of customer. This will further help in enhancing the customer satisfaction
and improving the customer base for the hotel. However, it is also important for the management
of Marriott to develop positive and polite behavior of staff towards its guest. It is because if the
staff behave rudely and remain ignorant towards the needs of guest, it my further cause
negativity in the mind of customers (Yang, 2004). However, the reputation that take years to
build can be destroyed in seconds if the customer services are poor and customer who is the life
blood of the organization remains dissatisfied with the company. Furthermore, the better and
improved customer services will help in attracting new customers and retain the old one. This
will also help in maintaining the brand image of hotel in market and sustaining the tough
competition in hospitality industry.
Four unique characteristics of services
In order to influence perception of customer services, the management of hotel
organization requires to consider different elements and features of services while rendering a
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variety of hospitality services. There are four unique characteristics are need to considered by the
management of Marriott Hotel like intangibility, inseparability, heterogeneity and perish-ability.
 Intangibility and inseparability: It includes all services that are considered as intangible
in terms of nature. These type of services can neither be seen nor touched, but it can only
be felt. These services are also linked with other services and cannot be separated from
other services. This is because customers only access the different evidences that they
have received from the service (Vallen and Vallen, 2009). On the other hand, if
consumers are not getting appropriate evidence, then they may develop a negative
perception about the hotel. In the context of hospitality industry, the management of
Marriott Hotel should have to maintain effectiveness of services by handling the
employee's behaviour and performance in an effective manner along with application of
creativity in the process of service rendering as per organizational standards. It influences
service quality and satisfaction of consumers. Inseparability is identified as another
important element of service deliver to influence satisfaction level of consumers. Heterogeneity: It is termed as an another most important characteristic based on service
delivery system that has direct impact over customer perception along with their
satisfaction level. As per this feature quality and effectiveness of services delivery is
considered as an important element (Schmidt, Cantallops and dos Santos, 2008).
Therefore, Marriott Hotel requires to pay a lot of attention towards the human aspect of
service delivery. This is because the quality of services is greatly affected by skills and
ability of staff members. Perish-ability: In this context, hotel organization should have to establish proper balance
between demand and supply of products along with quality services provided by the
hotel. This is because hospitality services are perishable in nature therefore it cannot be
stored. By maintaining balance between demand and supply, hotel is able to provide best
services to consumers as per the distinct needs of consumes which is essential to improve
service quality as per the nroms.
Parasuraman's 5 Services Dimension (RATER)
According to this model there are five aspects which are considered by consumers before
taking purchase decisions for particular services. They are as follows:
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 Reliability: This approach indicates the ability of organization for keeping the promises
that have been made at the time of offer of services (Wilson and et.al., 2012). In this
context, customers of Marriott Hotel are carried out detail assessment of about
organization's capabilities, brand value, reviews of consumers, market reputation etc.
before selection of a hotel. By attaining the expectation of consumers, Marriott is able to
develop long term relationship with consumers. Assurance: As per the this section, it can be stated that guests evaluates the skills and
efficiency of employees and staff of hotel by observing their service delivery process
along with their behaviour with guests etc (Wu and Liang., 2009). This approach has
played important role to influence the perception of consumers. Tangibles: Hotel organization has to provide certain evidence to the customers associated
with the atmosphere, visual aspect of staff, tools and equipments that have been used to
deliver services, etc. All these factors are playing important role that creates the positive
impact on perception of consumers. Empathy: The perception of consumers is also influenced by sensitiveness of employees
for fulfilment of the distinct needs and demands of guests. By providing services as per
special requirement of consumers, business entity will get success to increase satisfaction
level of consumers.
 Responsiveness: Management at Marriott needs to develop appropriate strategies to
ensure that employees are becoming attentive and responsive. In this context,
organization should have to provide proper training to workers. This approach has been
found very effective tool to influence perception of guests that would play important role
on overall success of business entity.
TASK 3
3.1 Various sources from where Marriott can get information on customer requirement
In order to stay competitive it is very much essential for Marriott to have proper customer
information and use same while framing business strategies. With the help of information hotel
can find ways to fulfill the requirements of customers. Thereafter, to get information about
customer requirements and preferences Marriott can ask the same question directly from its
17

guest. In addition to this aspect, management can request for suggestions and also inquire what
are the specific requirements of customers that should be fulfilled by hotel, thereafter, while
providing feedback and solving customer queries through help desks at hotel or through online
portal, staff members can take initiative in asking the requirements of target customer (Vallen
and Vallen, 2009). Therefore, company can check its competencies in fulfilling customer’s
requirement and ensuring their satisfaction with company. Marriott can conduct a market survey
in which customers can be asked about their needs and demands.
Furthermore, Marriott can also get information about customer’s requirement from other
sources such as, staff, management and past records. The hotel staff provide services to target
customers and therefore they are in more direct contact with customers. In addition to this, staff
is aware of customers’ needs and preferences. Therefore, Marriott can avail information about
customer requirement from the hotel staff (Grönroos, 2007). The management of hotel have
experience in handling customer grievances as guest directly contact hotel management if they
are dissatisfied with the services of Marriott. Therefore, hotel can get idea about the prospective
requirements of clients from hotel management.
Furthermore, Marriott can utilize the past data such as, customer records and past
information to find the requirements of customer. For example, the Italian food and cuisines of
Marriott were appreciated and ordered more by customers than Thai food. Thereafter, the hotel
sales are more during year end; at the time of Christmas and new year. Hence, Marriott can get
information which reveal that the flow of customers in hotel is more during the year end. In
addition to this, company can use this information to get maximum attention of customers. For
example, company can provide impressive packages during the month of December. For this
aspect, company can use high prices which will also increase the profitability of hotel (Guffey
and Loewy, 2010). Moreover, Marriott can also take steps to improve its Thai food like,
appointing new chef who is expert in cooking Thai food. Hence, it can be concluded that it is
crucial for Marriott to get adequate information about its guest. This will further help in ensuring
the satisfaction of customers and thus increase the productivity and profitability of Marriott.
3.2 Research suggesting recommendations for improvement of customers services
It is crucial for Marriott to improve the quality of services it provide to its customers.
Thereafter, by improving the hotel services by considering the suggestions and requirements of
18

its customers company can enhance its relationship with customers. This will also build strong
market reputation and amend customer satisfaction with Marriott. In order to improve the quality
of customer services market research is done. Further, data of 50 respondents is taken to
facilitate the research study (Schmidt, Cantallops and dos Santos, 2008). Thereafter, data is
analyzed with the help of thematic analysis where various themes on the basis of collected
responses are made. This will further provide idea to management that how it can improve its
services. The research that can be carried out by the management of Marriott is as follows:
 Customer’s Visit in Marriott
Frequency of visit Figures (in nos)
Twice a week 20
Once in a week 25
Rarely 5
Findings and Recommendations:
From the above data it is evident that customers like visiting Marriott once a week or
twice a week. This clearly indicates that customers are satisfied with the services of hotel and
management is taking due care of needs and preferences of its guest. However, there are still 5
people who visit Marriott rarely so, to target them management should try to induce them by
using marketing or other promotional activities. The quality of existing services should be
upgraded from time to time to maintain the interest of existing guests of hotel.
19
Twice a week Once in a week Rarely
0
5
10
15
20
25
30
Figures (in nos)

 Purpose of visit
Intention of visiting hotel Figures (in nos)
Restaurant 20
Stay 20
Commercial 10
Findings and Recommendations:
Summing up the above data, it is clear that guest mostly visit Marriott for having lunch or
dinner at fine dining of Marriott. In addition to this aspect, guest also visit for staying in Marriott.
The management should focus on maintaining the quality of its services in restaurant and in
hotel. However, to increase the commercial activities like, business meetings and conferences
within hotel, management can take help of marketing techniques. Company can provide
attractive offers to business houses so that they plan their commercial activities with Marriott.
For example, company can provide exclusive 2-5 % discount to business enterprises etc.
 Satisfaction level with the hotel services
Satisfaction level of guests Figures (in nos)
Highly Satisfied 25
Neutral 15
Dissatisfied 5
20
Restaurant Stay Commercial
0
5
10
15
20
25
Figures (in nos)

Findings and Recommendations:
It can be concluded from the above data that, 25 guest of Marriott are highly satisfied
with the services of hotel whereas, 15 of them are neutral. This means that the dis satisfaction
level among guest is low. However, in order to stay competitive and maintain its goodwill in
market it is important for hotel to reduce the figure of dissatisfaction from 5 to zero. For this
aspect, company can take feedback from the dissatisfied clients. Thereafter, these feedback can
be used by to resolve customer complaints, identifying loopholes and thus reducing customer
dissatisfaction.
 Satisfaction level regarding the behavior of staff
Satisfaction level of guests Figures (in nos)
Satisfied 28
Neutral 15
Dissatisfied 7
21
Highly Satisfied Neutral Dissatisfied
0
5
10
15
20
25
30
Figures (in nos)

Findings and Recommendations:
It can be identified from the above research data that, mostly guest are satisfied with the
behavior of staff which means staff is competent enough to deal with customers and their
queries. However, to ensure 100 % satisfaction of guest with Marriott it is important for the
management to check that its staff behave in a better way. For this aspect, hotel can provide
training to its staff through which professionalism and communication skills of staff members
can be developed. The staff should be asked to stay polite, patient and prompt while handling
guest’s complaints.
Conclusion: With the help of above research Marriott can easily identify loopholes in its
working practices and they corrective measures on time. This will assist company in maintaining
its positive image in the eyes of customer. Thereafter, it can sustain cut throat competition in
hospitality industry and perform better than its rivals. Further, the research will enhance the
productivity and profitability of company as, Marriott will work towards the fulfillment of
customer’s needs .
TASK 4
4.1 Demonstrating own customer service skills
The competition level is intense in Fast Food Company and therefore to maintain the
market position and profitability it is important to provide good customer services. Being front
office host of Fast Food Company it is my duty to provide valuable and satisfying services to
guests of organization. As front office host its required for me give warm welcome to the guest
22
Satisfied Neutral Dissatisfied
0
5
10
15
20
25
30
Figures (in nos)

arriving in fast. Thereafter, I have to escort them to their seats and make them sit comfortably.
However, its my duty to ensure that ambiance of fast food joint is welcoming. Therefore, to
attract the customers, Italian music can be played. This will help customers to forget their work
life problems and will feel more relaxed. Thereafter, I should ensure that tables are properly
decorated for this I can put flower vase on every table. I should ensure there is healthy work
environment. Therefore, I should organize team meetings to increase communication within the
team
However, I possess certain skills that help me in furnishing superior quality services to
guest. In this respect, I have good patience which help me in patiently handling the customers.
Further, I don't make too much haste in taking food orders of guests rather than this, I wait by the
time guest settles downs and take decision regarding what he or she wants to consume.
23

Thereafter, I possess good listening skills which help me in listening the wants and needs of
customers with patience.
However, I carry too much stress while working which hampers my performance within
the fast food organization. In addition to this aspect, stress further cause low morale and
confidence among me. In that case, I am unable to provide standard services. Thereafter, I am
not good in my time management skills because of which I am unable to achieve my work
targets on time. This also leads to the dissatisfaction among my superiors with my work and
performance. It has been identified by me that I possess good skills which help me in providing
good services to my guests.
Further, it is also necessary for me to work of my weaknesses and improve my other
skills where I am lacking. For instance, I have to reduce my stress level for this I can do
meditation and devote some time in leisure activities. Thereafter, my prime need is to improve
my time management skills so that, I can accomplish my work targets on time. This will also
help in satisfying my superiors and improve my efficiency within company. Therefore, I can
conclude that, by demonstrating my customer service skill I am able to amend my strengths and
take corrective steps to improve my weaknesses and convert them into my strengths. Thereby, I
am able to work beyond my potential and enter into new horizons for my career development.
CONCLUSION
Summing up the entire report, it can be concluded that the customer service play a crucial
role in ensuring the success and sustainability of Marriott in competitive market. It has been
identified that, with the help of customer service policy the management can satisfy its customers
in a better way. In this respect, company can give training to its employees which will improve
the manner the manner in which they provide valuable services to their guests. With the help of
the stated policy, Marriott is able to improve the perception of its customers towards brand.
Thereafter, research played a significant role in identifying the loopholes and taking corrective
measures to increase efficiency and productivity.
Furthermore, it has been identified that, communication process plays a major role in the
smooth functioning of Marriott. Therefore, from the aforementioned report it can be articulated
that, Marriott is competent to provide good customer service to its guest. Hotel take significant
steps to improve its prevailing services and win the hearts of its customers.
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