Customer Satisfaction and Business Success: Marriott's Operations

This report provides a comprehensive analysis of Marriott International's hospitality management, focusing on its nature, structure, and core operations. It examines the company's functional organizational structure and its impact on efficiency and coordination. The report delves into Marriott's service design, emphasizing customer experience and satisfaction, and evaluates how these operational aspects contribute to business success. Core operational areas such as marketing, accounting, housekeeping, and food production are analyzed, highlighting their roles in delivering quality services and ensuring customer loyalty. The report also discusses the advantages and disadvantages of Marriott's chosen organizational structure and its overall effectiveness in achieving business objectives within the competitive hospitality industry. It concludes by emphasizing the importance of continuous improvement and adaptation to maintain a leading position in the global market.

HOSPITALITY
MANAGEMENT STUDIES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Analysis of nature, structure and core operations of Marriott ....................................................3
Analysing the design of services and processes..........................................................................6
Evaluate the impact of hospitality operational on customer satisfaction and business success. .9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Hospitality Management can be defined as management of hotels, resorts and lodging
companies that are operating in hospitality industry of United Kingdom. The main task is to
oversees various department in hotel such as housekeeping, conference and maintenance.
Furthermore, manager is responsible to ensure that everything run smoothly in all the department
so that there are no complication in future circumstances. Different organisation have different
nature, structure and core operation in order to delivered qualitative services to customers.
Marriott international is American multinational company having its operational across
8,484 with 121000 employees that are working for growth and expansion of business in
hospitality industry of United Kingdom. Company operates, licensing, franchises lodging such as
timeshare properties, residential and hotel so it offer all type of accommodation services to
customers to stay away from their home.
This report will highlight crucial information related to nature, structure and core
operation of Marriott. Furthermore analysis the way design of products and process are being
completed within organisation. At last it has evaluated the impact of hospitality operations on
customers satisfaction and business success. Therefore, the way purpose of report is to
understand the manner in which hospitality operational lead in growth and success of company
in external environment.
Analysis of nature, structure and core operations of Marriott
Nature of company
Nature of hospitality industry is that it deal in lodging and accommodation, food and
beverages, travel and tourism and event planing and management. Such as companies also offer
food and drink services to customers so that they can easily enjoy their holiday. Hotel Marriott is
largest hotel chain operating across worldwide, having 7,462 properties and around 1,423,044
rooms in which people can come and enjoy their leisure time. Franchises model has been used by
company to expand business in international market that has helped it in attracting more and
more customers within organisation. Furthermore, the organisation is continuously improving its
services to enhance the customers satisfaction and stay ahead in competition for many years.
Marriott offer earn reward to people that contribute in adding millions of customers from across
worldwide. Therefore, the strong brand image helped company in easily entering into
international market. Marriott offered services such as social event, meeting, special package

offers, along with it company provide luxury lodging, full services, extended stay and ownership
resorts. Hyatt, Hilton and star wood hotels are top competitors of company operating in
hospitality industry of United kingdom.
Organisation structure of Marriott
Organisation structure outline the way certain activities are been completed and goals of
organisation are being achieved. Likewise, it helps in understanding key roles and
responsibilities that needs to be performed by particular individual within the organisation.
Along with that, structure helped in understanding the way information will be flow from one
individual to another so that end objective of firm can be achieved in best possible manner.
Marriott has followed function organisation structure to coordinate several activities towards
achievement of end goals. As per the functional organisation structure, each function of company
is divided into different groups such as finance, marketing and sales, human resources,
information technology, accounting, food and beverage and many more. Each department is
responsible for performing its set of functions so that firm can delivered better services to
customers that are beyond their expectancy level. All the department of the company report to
coordinating head for effective management and growth of enterprise in hospitality sector of
United kingdom and across worldwide.
There are several advantages of making use of functional organisation structure by
Marriott such as it lead in occupational specialisation or particular task that need to be performed
in order to satisfied wants of customers in effective manner. Each department is performing
similar function repeatedly so they have better capabilities to performed the desired task in best
possible manner. Furthermore, it contribute in effective coordination between the department as
each and every department is responsible for performing specific task in which it has excel that
contribute in delivering qualitative services to customers. At the same time, functional
organisation structure contribute in minimal duplication of efforts such as in Marriott hotel,
finance department will be responsible for arranging, making optimum utilisation of finance
resources only. Likewise, HR is only responsible for handling the human resources, through
pursing activities such as hiring, selecting, targeting and retaining talented individual within
organisation. Therefore, functional organisation structure used by Marriott hotel contribute in
effective control of all operation of business so that the desired objectives can be achieved in
limited time frame.

On the other hand, It can be stated that there are some of the disadvantages of making use
of functional organisation structure such as it is very complicated and it is not easy to understand
because of various technicalities. Workers get dual command from different head as there are
more than one bosses in the company that results in increasing chances of confusion and conflict
between the employees. Pertaining to actual task and activities that they need to performed so
that company can easily grow and expand its business in external environment for longer time
frame. In addition to this, functional organisation structure lead in delay in decision making
process as it require involvement of more than one specialist from different department to take
right decision for overall growth and development of firm. As there is lack of coordination
between the functional executives of Marriott that results in causing delay in decision making.
Therefore, company is able to grow and expand its business in UK and across worldwide
through focusing on its core operation, having effective organisation structure. As it has helped
in maintaining coordination related to the manner or in particular sequence a specific task need
to be completed so that there are no confusion and conflict in future scenario. Marriott is able to
stay ahead in competition through making effective use of functional organisation structure and
timely delivering services to customers in limited time frame.
Core operational of Marriott
 Marketing: Every business requires the promotion for the good publicity and there is a
marketing team which hold the responsibility. When you start a new business or any firm
marketing is the main sources where people get to know. Therefore they need to be up to
date with latest marketing channels. A good promotion of any business make the
production quick,there are many ways to promote like – social media, content marketing ,
OTT, and many more. Marketing become the responsibility of front desk (Franco and
et.al., 2020). In marketing we include the packages, promotions and extras according to
the demands of the customers. Being aware with the market value and demand is
important. Flexibility is an important quality required for the hoteliers and they have to
understand the demand of the client.
The packages could be of any rate that pairs, it could be free breakfast, free parking, free Wifi or
a ticket to a local event for attraction. Promotions should be change depending on the season or
holidays, extras are like those expenditure that guest will only realise at the time of booking
process.

 Accounting: When a business start it needs a proper accounting for tracking the expenses
and helps to put a finger on the pulse of the business. It plays an important role for
recording business financial statements, and about all the transactions, there are two
types of ledger in accounting, Guest Ledger- it include the set of accounts which are
related to the registered hotels an second is City Ledger – which collect all the non guest
ledger (Griffin, 2020). The main work of the accounting is to manage the hotel's overall
budget. Accounting provide a unique brief and introduction to the hospitality.
 Housekeeping Departments: This is the very important departments of a hotel which
directly impacts the guest. It house keeping departments duty is to clean all the guest
rooms , common areas, lobbies, halls, and any other public area they should be clean, tidy
and ready to use. Before check in check out the rooms need deep cleaning, infact the
main duty of the departments is to keep maintain high standard in cleanliness.
 Food production Departments: It is also called kitchen department. The department
manage good hygienic environment and good food safety rule which should be followed
strictly and appropriately. The preparation of food items, cook, chef and the kitchen
manager are some of the main jobs of the departments (Altin and et.al., 2018). The
department should check that the waiters, waitresses, and whoever else take foods and
drinks to the clients and customer's tables as per the demands and serve them in a
welcoming manner.
◦ Analysing the design of services and processes
 Service design refers to the plans that organizes the infrastructure, people and
material that is used in an organization for improving their ability in providing quality
services to their customers with higher level of satisfaction. In other words it refers to the
holistic procedure that not only looks at the people involved but at the services and the
processes that are used and the environment in which they work (Secchi and Verma,
2019). Tourism and hospitality industry affect the global economy on a large scale. In the
field of hospitality sector this aspect play an important role. Marriott international focuses
in providing its customers with extravagant experiences. Rather than just focusing on
selling these clients and guest with specific products and services that fulfil their pain
points. Marriott international focuses on providing its visitors with a promised

experience. With the help of these emotions driven interactions it helps in determining
whether the needs of customers are fulfilled or not.
 Within the hospitality and tourism industry, there is a tremendous impact of
service design on the organization within this sector (Kim and et.al., 2018). With the help
of service design it helps brands in understanding the processes and people employed for
creation of outstanding experience for their customers. So that their brand reputation is
enhanced and there is an increment in the customer base. The service design of Marriott
international is a multi faceted design which looks at all aspect of customer experiences.
It explores each and every interaction with its customers at every point while providing
their services. It helps the organization in thriving towards services and processes that
provides at most customer satisfaction ad thus, help in achieving success. Marriott
international follows certain guidelines for designing quality services:
 The first thing it will look at is that who are affected by the services. It means
understanding the needs of the customers and providing them with the changed services
accordingly (Hao, 2021). Also understanding the organization requirements for
providing these services.
 Considering the experiences of the customer while proving the services. Marriott
international keeps in mind the engagement of customers throughout the services that is
from researching a hotel till checking out of the hotel (Koo and Chang, 2021). It monitors
customers experiences at each step from booking their reservation to their stay.
 It is also very important to consider the impact of service design n business design.
Marriott international formulates its service design according to its business design that is
it helps the organization in achieving maximum profits with high customer satisfaction
that helps them in enhancing their market position by increasing their brand loyalty
among the market.
 With the formulation of service design process it helps the organisation in
addressing its situational weaknesses. Also, it helps organisation in identifying the
shortcomings in their processes (Majid and et.al., 2019). For example; certain activities
that companies discounts when it comes to planning the customer experiences which has
a direct impact on the expectation and impressions of the customers. This holistic process
gives the Marriott International a bird eye view in running their business operations. That

is by analysing and identifying its weaknesses and adapting to processes that helps them
in providing better customer services. Thus, leading the brand towards growth and
success.
IMPACT OF SERVICE DESIGN
 Within the hospitality business, disparity often arises between the business and
the service model. It very important that the business considers the services that they
want to provide carefully and its interaction with customers efficiently. On the other
hand, the internal processes of organization may not receive due consideration and may
not align with the service of the business (Anderson and Rayburn, 2018). Thus, it will
result in creating a disconnection between the service providers an dteh problem arising
at the back end. Also, it may result in employees inefficiencies and dissatisfaction. The
service design of Marriott international have a positive impact in on the company that is
it forces the organisation in uncovering its potential shortcomings by reviewing its
customer experiences services and helps them in grabbing the opportunities for
improving their services by better understanding the needs of the customers. Thus,
affecting its internal processes in a positive manner by increasing the efficiency and
performance of its employees in proving quality customer services to their guest and
clients (Kallmuenzer, 2018). Also, it provides the brand in inculcating more important
changes in its services that are better aligned with the priorities of the business which
help them in achieving high profits. Thus, allowing the Marriott international in creating
pleasant customer experience that is appreciated by its patrons.
 As customers make a direct exposure with the services of the hotel so it is very important
that the service design and its associated aspect would be made and keep at high standard
that will raise the satisfaction among the customers with the enabling of its services (Goh
and Jie, 2019). This can be understood with an example that if the service design of the
hotel would not be efficient and effective then no customer and guest would be interested
to have themselves in such hotel. This could include the inefficiency in services, delay in
fulfilling the customer order, poor maintenance and various other. However, on the other
hand Marriott which is one of the famous and luxury hotel is always cautious towards
this aspect in terms of enabling the best services and exposures to its guest that will

further work as a means of promotion for the hotel. Through the enabling of such
standard services it would make binding of customer towards the hotel.
IMPLEMETATION OF SERVICE DESIGN AND PROCESSES
 Marriott international's service design looks into the account of all employees and
staffs at every level of the service. The goal which are set forth is the service design
impacts the customers interaction with the brand at every step of the process. Form the
very first experience of the customers with the organization to the moment they conclude
their stay, the processes and services they encounter must exceed their expectations
(Kandampully and Jaakkola, 2018). With the effective implementation of the service
design it helps the company in bringing together it employees and staff members in
providing efficient customer care with better understanding of their roles. Thus, it creates
smooth workflow momentum with effective implementation of the changes. While
implementation the service design it takes into account:
 The people involves in providing these services and to whom these services are targeted
towards so that there can be proper interaction between them. Thus, offering higher
quality services.
 It also takes into account the props that will be required in offering quality services and
also it is very important to consider the environment within which the services will be
provided (Guzzo, Abbott and Madera, 2020).
 Most importantly while implementing the service design it is very vital in reviewing the
processes and the workflow so that there can be effective implementation of the service
without without having a negative impact on the internal processes of the company. Thus,
leading the company towards success and profit maximisation.
Evaluate the impact of hospitality operational on customer satisfaction and business success
Hospitality operational include reception and entertainment of guest, visitors and other
people so that they can have fun and entertainment. Food and beverage, travel and tourism,
lodging and recreation are some of the major operations that are performed by companies
operating in hospitality industry of United Kingdom. Customers are most important part of the
firm as they are the individual that actually make purchase of products and services by paying
specific amount to the company for meeting their needs (Wu and et.al., 2020). Marriott is
international organisation have strong brand image in mind and hearts of customers that has

helped company in adding more and more customers and enjoying high profitability. Impact of
hospitality operational on customer satisfaction and business success can be explained in detailed
as follows:
1. It helps in improving productivity of firm: The first and foremost benefits of
hospitality operational or functions that are being performed by the Marriott is that it lead
in improving overall production of employees. As each department performed its
respective task such as Human resources- hire individual, retained them within firm,
finance department- oversees management of finance. Division of operation within
Marriott has contributed in reducing the chances of conflict and confusion among
employees related to what task and responsibilities that they need to be performed within
the organisation (Kong and et.al., 2018.). Along with that, each employees are habitual
and have gain expertise related to the way a particular task can be completed so it lead in
enhancing their performance and efficiency day by day. Marriott has focused on retaining
talented and qualified employees within the organisation that has helped company in
easily performing different task and achieving the end objectives in best possible manner.
Proper guidance related to the way a particular task will be completed is given to
employees that has helped in effectively delivering services to customers as per their
desired and wants. Therefore, different operations performed by skilled, qualified and
talented individual within firm contribute in improving capabilities and productivity of
them.
2. Contribute in enhancing customers satisfaction: Hospitality operational performed in
effective manner results in reducing the cost as well as wastage of resources and time to
complete the task. Likewise, front office manager of Marriott perform the function of
welcoming the guest, providing them room and detailed related to all the services that are
offered by the company. While, food and beverage manager oversees type of food
products and beverage that need to be offered to the customers so that its wants can be
satisfied in best possible manner (Mishra and Kumar, 2021). At the same time, the
housekeeping department ensure cleanness, hygiene and availability of necessary
resources, facilities in room, public areas . So that customers can comfortable enjoy the
services, facilities and ambience provided by the hotel to meet their desired beyond their
expectancy level. For example: Marriott is famous for delivering highly quality,

delicious food and beverage services to customers that has helped company in adding
more individual. Recreation facilities of the company also contribute in making
customers happy such as Marriott offer swimming, Gym and fitness room and WIFI
facilities to its customers.
3. Increase revenue: Hospitality operational also lead in increasing revenue and customers
of the company as all the activities are been completed with an motivate to make
individual happy and satisfied. Likewise, Marriott to fulfil the wants of customers
performed range of operational starting from finance, human resource management,
housekeeping, food and beverage. This has helped in providing range of services to
people or tourist that are coming from across worldwide to enjoy their leisure time and
money. In addition to this, company also held various small event, parties and get
together so that people around world can come on certain occasion to celebrate such as
birthday party, anniversary and more (Wu and et.al., 2020). These has helped in
increasing the source of revenue for the organisation through meeting wants of range of
customers in effective manner. So, adding of existing and new customers in the firm
through satisfying their wants lead in increasing overall revenue of Marriott and
contribute in building strong brand image.
4. Contribute in brining innovation within company: Another impact of hospitality
industry is that it helps in brining new and innovative ideas that could be used by
organisation to gain differentiate positioning in market. Marriott hotel through
performing operations motivates employees to suggest more innovative and creative
ideas that could be used by firm to make individuals happy. Therefore, it has provided
opportunities to company to easily expand its business in international market (Kong and
et.al., 2018). Likewise, company find out more creative method to organise event,
provide a particular combination of food and beverages to target customers. So that
company have competitive positioning in hospitality sector of United Kingdom.
On the other hand, there are some negative impact of hospitality operational that are
being performed by Marriott on customers satisfaction and business success. Such as:
1. More time and cost: The negative impact of performing all the different operational in
Marriott is that it lead in wastage of lot of time to final delivery services to customers as
per their expectancy. Company in order to performed all operational such as finance,

food and beverage, housekeeping, human resources management and marketing and sales
has to incurred huge cost (Farmaki, 2018). Thereby, lot of time and capital of firm is
consumed to performed different operations and delivered range of services to customers
for overall growth and development of company.
2. Delay in operation: Furthermore, it can be stated that if the operations of company are
not performed as desired then it will lead in making customers unsatisfied or unhappy. In
recent scenario, customers have more alternative options to select to satisfied their wants.
Therefore, if the Marriott is not able to deliver services as they wish then it will results in
losing customers and hindrance of growth and expansion of firm. For examples:
Sometimes the guest or tourist that come to book rooms in hotels has to wait a lot in guest
room that make them dissatisfied (Kulshreshtha and Kulshrestha, 2019). In another
words, waiting for longer time make customers irritated and frustrated which finally
results in losing customers, market share and profit margin of firm. Thus, manager should
focus and ensured that each and every individual get the services within limited time
possible.
Therefore, from the above analysis it can be stated that the manager of company need to take
steps to overcome issue related to operation to sustain business for many year. Likewise,
manager need to oversee that all the operation starting from housekeeping, human resources
management, finance, food and beverage and many are performed as specified. In case, any issue
or mistake in performing the operations has happened then the manager should plan action or
steps that could be used to overcome the mistake for benefits of organisation (Horng and et.al.,
2018).
CONCLUSION
From the above report it can be concluded that hospitality sector is one of the largest and
important sector of the economy of UK. It makes performance of its operation in varied forms
through the presence and operating in varied mode. In the same way with this report it is also
understood that the operation of the Marriott is spread among various functions and operational
department including the marketing, housekeeping and various other. This will make the easy
operation and working of the Marriott. In the same way it is also summarize that the Marriott
always adopt such practices and aspects that will lead to raise the satisfaction among the
customers in terms of enabling best services. Like every sector hospitality industry also