Cultural Awareness and Customer Behavior: Marriott Hotel Report

This report provides an in-depth analysis of cultural awareness within the Marriott hotel chain. It begins by exploring how consumer behavior is influenced by various factors, including environmental, cultural, and technological aspects, emphasizing the importance of understanding customer decision-making processes. The report then delves into guest service delivery systems, highlighting the significance of customer satisfaction and the creation of strong customer relationships in a competitive market. Furthermore, it examines the influence of cultural dimensions, using the Hofstede model to illustrate how cultural differences impact hotel performance and customer interactions. The report also offers practical guidelines for hotel staff on effective customer engagement, emphasizing the importance of adapting to diverse cultural norms to enhance the guest experience. Finally, the report concludes by summarizing the key findings and emphasizing the importance of cultural sensitivity and adaptability for the success of Marriott hotels in the global market.

CULTURAL AWARENESS

Table of Contents
INTRODUCTION...........................................................................................................................3
Critically understand the customers behavior.............................................................................3
Enhance the guest service delivery and gain knowledge about the customs and culture...........5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................7

INTRODUCTION
Marriott hotel is an American multinational hotel and it is serving in the 131 countries. It
was formed in the 1927 and was founded by the j Willard Marriott and Alice Marriott. It is
providing the services like the restaurants and hotels and resorts as well. It is a hospitality
company which is providing the services in the effective way. It is the five star hotel and it is
delivering the services to the customers in 131 countries. The report includes a bout
understanding the customer behaviour. The guest services delivery and by gaining the
knowledge of customs and culture. These factors of the customer behaviour are discussed in the
report.
Critically understand the customers behavior
Consumer behaviour is affected by changing from time to time. Consumer behaviour
includes the consumer buying decisions and the factors which are affecting the consumer buying
decision include psychological factors and many more (Beugelsdijk Kostova and Roth 2017).
Environmental factors which arr affecting the consumer buying behaviour. It includes the
demographic factors and cultural factors and many more. Environment is affecting the consumer
decision because the customers are attracted towards these places which are near their houses.
Climatic condition are not satisfying the wants of the customers because some customers are not
able to visit the places in severe temperatures. Cultural factors are also affecting the customers
buying decision because the culture of the different countries are different and these are affecting
the consumers decisions. Historic factors like the historic places are also attracting the customers
but the customers are attracted towards the hotels and the places.
The technology is attracting the customers and the customer would also face the
problems if the technology is not present. Some customers want the service with the latest
technologies. The places which are engaged in the legal market is affecting the consumer
behaviour. These places include the facilities and the technology but these places are engaged in
the legal matter. So the customers are not visiting the restaurants. In many international countries
the customers are not visiting the hotels because these places are engaged in the legal matters.
Environment is increasing from time to time and these would affect the decision of the
customers. Customers are looking after the good quality service in the low prices (Polyvyanyy,
and et.al.. 2017). So the competition is increasing and many restaurants and hotels are providing
the service in good quality but in the low prices.

Market factors which are affecting the customers decision like the company. Some hotels
are dealing in the market and the share market as well. These would also differ according to the
cultures and the services as well. Some countries are facing the problems related to the company
and the customers are not visiting the hotel in that country. Suppliers are also affecting the
customer behaviour. Suppliers some times provide the low quality raw material to the hotels and
these would affect the quality of the food which was served to the customers in the hotel. It
would lead to the illness and the these would affect the customers decision. Consumers are
collecting the information form the online websites, mouth publicity and the ratings which are
provided on the internet. Ratings to hotels are given on the basis of their quality of the food and
service provide by the hotel. Customer decisions process is affected by these points (Martinez-
Fiestas, and et.al., 2017).
At first the customers is looking after the age, gender, and the culture. Hotel is providing
the variety of the dishes and the international hotel is providing all the services. Some customers
would prefer their culture and follow their in the international countries also and these are
affecting the decisions of the customers. The lifestyle of the customers is important because the
customers are not afforded these five star hotels than they would refer other hotels which are
providing the service at the low cost. Customers are searching for hotels in the places, in these
process the customers are looking after the services provide by the hotels and get the reviews and
feed backs form the customers which have visited the place. The customers are collecting
information form the online websites and with the help of the ratings. After these customers are
visiting the hotels and after that they are buying the dishes form the hotel. Customer decisions is
also changed after they have purchased dishes. The services provide to the customers service
would also include the services of hotel (Hill and Alexander 2017).
These would also include the behaviour of the employees with the customers. Employees
are rude and communicating properly the customers would not visit the hotel again. In many
countries customers are visiting the hotel and decisions of the customers would be changed after
they have visited hotel. The service of hotel or the quality of product anything would change the
mind of the customers relating to the hotel. Greetings are not provided (properly) than it would
affect the customers. Cleanliness and hygiene must be maintained if not these would change
consumer behaviour to wards the hotel. The promotion of the hotel and the marketing of the
hotel is attracting the customers towards the hotel. Like in some countries it doesn't need the

marketing of the hotel but in some countries where the Customer are not aware about the hotel
opening and soi these would affect the decision of customers. Price of the product must be made
according to the customers which would be visiting the hotel (Hill and Brierley 2017).
Enhance the guest service delivery and gain knowledge about the customs and culture
Guest delivery system is also known as customer service system (CSS) this is a proper
way to provide services and delivery to the customers according to their needs, satisfaction and
wants. This term is mainly used in the management services, services marketing, service
operations and service design literature. There is on more definition of the Guest delivery system
in which value co-production configure of the technology, people , external and internal service
system which is connected via value propositions a shared the information such as measures,
languages, law etc (Whalen 2016). in the high competitive market for the companies who deliver
services to the people need to capitalize any opportunity to set themselves apart from their (often
very similar) competitors. While implementation, system details, and service management are all
important, perhaps the best way to distinguish your business is to foster strong customer
relationships based on the quality of your service. Service provider company should deliver the
services according to the demand of the customers and which can help them to gain customers
locality, and they can take higher growth in the market. If service provider is giving better
services to the customer. Customers will loyal with them, and they can create good reputation in
the market by delivering better services (Pizam Shapoval and Ellis 2016).
Custom services are the agencies of the particular country who bare responsible to collect
the taxed and tariffs on the important and export process. They provide services such as
transportation of the good and provide custom related services.
The guest service delivery and culture of the other countries are focusing on the culture
of the hotel in the international countries. It includes the,
Power distance index
In the power distance index it would include the powerful members of the hotel and the
power is distributed among the members of the hotel but it is distributed in the unequal way. It is
representing the inequality among the members of the hotel. The culture of the organization is
affecting the performance of the hotel and these would also include the service of the hotel as
well. In many international countries the company is focusing on the same part of the hotels and
not focusing on the hotels which are not able to give return. These are the unequally among the

members of the hotel and among the hotels which are made all over the world (Tabibi, and et.al.,
2015).
Individualism vs collectivism
In these point the hofstede model is discussing the individualism and the collectivism.
Society and the culture is divided in the individualism and in the collectivism as well. These
would affect the performance of the hotel and the productivity of the hotels. The hotels must
follow the collectivism because hotels could not be managed with the Individual nature and
culture. The loyalty of the Individual is test in the individualism but the customers would not be
able to manage the service and it would affect the customers as well.
Uncertainty avoidance
in these the society is tolerating the issues and the problems and if something happened
which was uncertain it would lead to the failure. Like the societies are working in the effective
way on the basis of the behaviour and the guidelines which are provided by the government.
These rules and the regulations are levied by the government on the hotel as well. Hotels must
follow these rules and regulation which are working in the society. Hotel must follow the rule
and policies which are set by the society. These policies are changing form country to country.
Masculinity vs femininity
masculinity is the society preference to the heroism while the femininity is discussing the
quality of the life. W omens in the different countries are working according to the culture and
values. Society has made the gap between the masculine and feminine. But these would affect
the hotel as well. Hotel need to work without the difference and the hotel would also include the
feminines which are working in the every sector of the market.
Long term orientation vs short term orientation
The dimension is including the current and future actions which also include the services
as well. The society is working according to the future and the present situations. Hotels are also
working as per the future and the short term goals as well. These would include the service like
the guest service and the appraisal for the members as well. The service should also include the
long term goals and the which must be accomplished by the hotel as well. Long term goals
would also include the service and performance of the hotel in market (Agnihotri,and et.al.,
2016).
It is including the dos and don't for the hotel staff while attending the customers

Do's Don'ts
Do utilize the equipment in the correct way
Do pay the attention o n the customers
Do communicate with the customers in the
polite way
Do write the things in the proper form
Know the menu
Always smile in front of the customers
Give the priority to the guest
Do not communicate on the cell phone while
working
Do not leave the empty glass on the table
Do not sit at the customers table
Do not forget the menu
Try not anger on the coworkers
Don not be over friendly
Try not to disagree with the customers
CONCLUSION
From the report provided above the Marriott hotel is looking after the service. The
consumer Behavior factors which are affecting the consumer behavior dare discussed in the
report. The Hofstede model is discussed in the report which is focusing in the culture of the
organization and the society which is affecting the customers decision. Customers Behavior is
changing because of the service sand the customers are not visiting the places in which they are
processed with the effective services. These would include the customers and the culture of the
society as well. The hotel is opened in many international countries and the culture of these
countries is different according to the other countries. So the hotels are following the customer of
their own countries which would satisfy the customers. The culture of the hotels and the country
is changing from time to time and the performances of the customers would be changing as well.
Customers are attracted towards the hotels which are delivering the quality food at the low cost.
The hotel looking after them measures which would improve the customer satisfaction.

REFERENCES
Books and journals
Agnihotri,and et.al., 2016. Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management, 53, pp.172-180.
Beugelsdijk, S., Kostova, T. and Roth, K., 2017. An overview of Hofstede-inspired country-level
culture research in international business since 2006. Journal of International Business
Studies, 48(1), pp.30-47.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
Martinez-Fiestas, and et.al., 2017. Analysis of perceived risk among construction workers: a
cross-cultural study and reflection on the Hofstede model. International journal of
occupational safety and ergonomics, 23(3), pp.307-317.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International journal of contemporary
hospitality management, 28(1), pp.2-35.
Polyvyanyy, and et.al.. 2017. Impact-driven process model repair. ACM Transactions on
Software Engineering and Methodology (TOSEM), 25(4), p.28.
Tabibi, and et.al., 2015. The role of organizational culture according to Hofstede model on
information technology acceptance in hospital environment. Journal of Health
Management, 17(1), pp.42-50.
Whalen, J.M., 2016. Hofstede model and national cultures of learning: a comparison of
undergraduate survey data, The(Doctoral dissertation, Colorado State University.
Libraries).