Quality Customer Service Strategies for Ritz-Carlton Hotel Report

This report provides an in-depth analysis of quality customer service within the Ritz-Carlton Hotel Company, focusing on its expansion into Hong Kong. It examines the importance of measuring and managing service quality, emphasizing customer satisfaction and its impact on the hotel's performance. The report explores the adaptation of appropriate service quality management methods, including SERVQUAL, mystery shopping, and customer feedback systems. It also discusses the influence of leadership and social culture on front-line employees and their engagement. The customer feedback system framework is analyzed, highlighting its role in monitoring service quality and improving organizational performance. The report offers strategic recommendations for the Ritz-Carlton Hotel to enhance its presence in the competitive Hong Kong market, improve customer satisfaction, and achieve its expansion goals, utilizing various techniques to assess and improve service delivery.

Running Head: Quality Customer Service
Ritz-carlton hotel
Quality Customer Service

Quality Customer Service 1
Table of Contents
Introduction......................................................................................................................................2
Importance of measuring and managing service quality.................................................................3
Adaptation of appropriate service quality management methods....................................................6
Impact of leadership, social culture on front line employees, their engagement and managerial
implications......................................................................................................................................9
Customer feedback system (CFS) framework...............................................................................11
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

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Introduction
In current period, customer satisfaction in the hotel industries has been a contemporary challenge
for the management of the hotels. Both the concepts have unique and significant impact over the
hotel’s performances and its survival in the competitive business environment. These two
concepts also impact the consumer behaviour which is a major factor responsible for hotel
industries’ growth and expansion. In this report, the significance of service quality will be
discussed in relevance to Ritz-Carlton Hotel Company. It is an American luxurious hotel chain
which operates more than 98 luxury hotels and resorts in approximately 30 countries and
territories across the globe. The company was founded in 1983 and its headquarters is situated in
Maryland, United States of America. Currently it is owned by Marriott International. The
company is now planning to expand its hotel business in Hong Kong and management has
appointed a quality management consultant in order to adopt some innovative and effective
strategies through which organization could be able to develop its unique image in the target
market. Apart from this, it is the duty of the quality manager to analyse the market conditions of
the Hong Kong, customer behaviour and the basic requirements of the consumers through
various ways in terms of attaining the growth and expansion objectives of the organization.
Under this report, various segments will be discussed in terms of the organization through which
it can easily set up its effective presence in the Hong Kong’s hotel industry. In relevance with the
above objectives, newly appointed quality manager evaluate market conditions of Hong Kong in
terms of selecting the most appropriate strategy for improving the organizational performance.
The first activity of this report will be the analysis of managing and measuring service quality in
the hotel industry. As hotel industry is majorly based on service quality and customer

Quality Customer Service 3
satisfaction, hence, appropriate measures will be adopted in terms of increasing the
organizational performance in the international hotel industry. Further, the report will include
appropriate methods for improving the service quality management for the organization as this
factor will help the organization to attain its objectives and goals. Along with these aspects,
importance of the leadership, service-culture and employees and the managerial implications will
also be discussed under this report. The last part of the report will include the customer feedback
system which will be used by the management of the hotel for monitoring the service quality.

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Importance of measuring and managing service quality
Service quality acts as the dissimilarity between the customers’ expectations and the consumers’
perceptions. Customers’ expectations are the desires, want and needs from consuming a certain
product or service. Classification and the satisfaction are the two basic terms which defines the
customers’ requirements and needs and service quality rotates around these terms only. As
fulfilment of the customers’ needs and the requirements plays crucial role in terms of enhancing
the service rendering organizations. Perceptions can be defined as the customers' evaluation of
the service supplier (Alonso-Almeida, Rodríguez-Antón & Rubio-Andrada, 2012).
Ritz-Carlton Hotel is known for delivering best qualitative services to its consumers and they
have made their unique image as the excellent service provider with improved elegance through
which they have been counted in the contemporary luxurious hotels. The company has made the
customer satisfaction as their primary motive and they had achieved Malcolm Baldridge National
Quality Award for delivering the high class services to its customers twice in their career (Chen
& Hu, 2010). This shows the dedication of the hotel towards the customers and their needs. Ritz-
Carlton hotel is now counted in the five-star rating category hotels and it also provides various
opportunities to talented candidates for achieving the growth objectives through working with
the hotel. The Ritz-Carlton is famous for its consistency in terms of rendering the quality
services and their services remain constant and similar at all its locations. The company has
always struggled for improving the quality of service for improving its image in the competitive
business and to gain competitive advantage (Gazzoli, Hancer & Park, 2010).

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The Ritz-Carlton hotel has utilised its own resources along with its golden standards for
improving the quality of the service. As now, they are planning to expand their business in the
Hong Kong’s market which is also famous as the tourist destination. Thus, the chances for
attaining the desired goals and the objectives for the organization are quite high in Hong Kong.
Along with this, organization is known for their customer-centric objective; hence, tourists could
gain the qualitative and improvised services through Ritz-Carlton group of hotels in Hong Kong
(Goel, Tenon & Groove, 2012). Company’s standards for setting up the policies and regulations
for rendering quality services to its customers are credo, motto, employee promise, twelve
service values and three steps of service. These principles are the primary reasons through which
the organization has gained the brand image and without these principles, organization would not
be who it is. The company has also adopted the strategy of fair treatment to its employees in
terms of developing the relationship with them. This is another crucial factor through which
organization could develop its positive image in the customers’ as well as in employees’ mind-
sets. Fulfilment of employees’ needs and the demands help the organization to motivate them
towards the work (Ha & Jang, 2010).
Customers’ expectations are based on various sources such as mouth wording, past experience
and the personal requirements. Ritz-Carlton Hotel is known for delivering high-rated services
and this is the major reason customers’ expectations increases in relation with the Ritz-Carlton
hotel. Five-star rating category hotels are generally known for their customer satisfaction
methods and the quality of the services and products delivered by them. Thus, customers’
expectations are generally high with these hotels in comparison with the lower rating’s hotels
and resorts. Another factor responsible for customers’ expectations is the payments charged by

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the hotels (He, Li & Keung Lai, 2011). The more will be the charge; the high will be the
customers’ expectations with the hotel. Hence, it can be evaluated that the service quality is the
major factor through which hotels and resorts could attain the desired goals and the objectives.
The same factors will also be applied in the Hong Kong’s market by the Ritz-Carlton Hotel in
terms of increasing the opportunity for the hotel for gaining the competitive advantage along
with attainment of the organizational goals and the objectives. With the quality of the service,
customers’ will be able to match up with their standards of needs and the major need with
regards to an hotel are qualitative accommodation facility, best quality food, hygiene and
cleanliness in the hotel premises, appropriate parking facility for guests, instant room service,
instant response over the consumers’ queries and issues, etc. If all these factors will be included
in the organizational policies and standards, attainment of the goals and the objectives becomes
an easy and effective task. Ritz-Carlton Hotel Company would easily be able to set up an
effective position in the target market (Hyun, 2010).
For improving the quality of the service, Ritz-Carlton Hotel Company uses various strategies.
The most common strategy used by them is customer feedback system as this is the most
appropriate method through which the demands and the needs of a consumer could be analysed.
This also provides an idea to the organization in relevance with the effectiveness and the
efficiency of the services rendered by the organization to its consumers. Scope to enhance the
effectiveness and the efficiency of the organization’s services could also be measured with
customer feedback system (Kara, et. al., 2013).
Apart from managing the quality of the service of Ritz-Carlton Group of Hotels, significance of
measuring the same is also very crucial in terms of increasing the productivity of the

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organization. This also helps them to analyse the current goodwill of the organization in the
competitive business market. Hotel industry needs to follow certain rules and the regulations in
terms of maintaining the same quality of the service while it is also essential for improving the
organizational performance. Service quality could be measured through the customers’ reviews
and their feedbacks in relation with the quality of the service rendered by the organization.
Measuring the service quality is equally as important as the customer satisfaction. Importance of
service measuring methods is big as it helps them to identify the most possible ways to improve
the quality of the services (Karatepe, 2010). This also helps the organization to uplift the
organizational performance as this is the most crucial factor through which the customer
satisfaction could be attained. Hotel Ritz-Carlton has adopted certain techniques which could
help them to fulfil the customers’ needs and the expectations in relevance with attainment of the
organizational objectives. They are known for delivering high class and unique services to its
consumers in relevance with the organizational standards of services. Setting up the standards
helps the organization to conduct the functionalities of the in an effective manner and on the
basis of those standards. This will help them to enhance the organizational performance as well
as it is also essential to attain the desired goals and the objectives (Kassim & Asiah Abdullah,
2010).

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Adaptation of appropriate service quality management methods
Below are certain techniques and the metrics which are recommended to the Ritz-Carlton Hotel
Group for evaluating and managing the service quality:
 SERVQUAL: With the help of this method, organization could measure the subjective
elements of the service quality and with the help of outcomes obtained; organization
could adopt certain measures for improving the quality of the service. Survey method
could be used under which customers will be asked to rate the quality of the service
rendered by the organization (Keller, Parameswaran & Jacob, 2011). Following elements
could be used in terms of measuring the quality of the service:
 Reliability
 Assurance
 Tangibles
 Empathy
 Responsiveness
 Mystery Shopping: This technique is majorly used for hotels, retail shops and
restaurants. Apart from these outlets, it could also be utilised for any other concern as
well. Under this technique, undercover agent will avail the services of the hotel and on
the basis of the standards mentioned by the hotel; satisfaction level will be evaluated by
the undercover agent on the basis of SERVQUAL elements (Kim, O’Neill & Cho, 2010).
 Post service rating: Consumers are asked to provide certain ratings in relevance with
their experiences regarding the consumption of the rendered services by organization.
Under this technique, customers are also asked to provide comments and feedbacks for

Quality Customer Service 9
improving the quality of the service in the case where they felt disappointment. This
technique is used by the hotels, restaurants, etc. immediately after attainment of the
service and it also provides instant results (Kwok, et. al., 2017).
 Follow up Surveys: This method is used to ask the customers to rate the quality of the
services on emails, messages etc. This method is also known as the email survey method.
This is the best method from the customers’ perception because it provides space and
time to think about the service and its quality and along with this; it also provides them
the idea for detailed response which needs to be given to the organization (Law, Qi &
Buhalis, 2010).
 In-App Surveys: In-App survey is the method through which organization could attain
attains the responses of the through application without consumption of any service and
without any email (Li, Sanders & Frenkel, 2012). This may include a set of questions or
it may include only one question in relevance to rate the service quality of the
organization.
 Customer effort score: In this method, customers are rewarded for bad services and for
bad experience with the organization. Organization offers token for apologies and assures
its users for the best experience in the future. This method also develops a unique image
of the organization in the customers’ mind-sets (Liang, 2012). This realises the customers
that company is accepting its mistake and will take certain actions in order to improve the
particular service. This is majorly used by the online shopping websites, hotels,
restaurants, etc. in terms of increasing the trust level of the consumers as well as it leads
to building of customer relationship. It also acts the essential element in retaining the
customers for a long run (Lo, Stalcup & Lee, 2010).

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 Social media monitoring: Social media monitoring has been the potential method for
performing various tasks. This method has also helped the organization to attain its
objectives and the goals in an effective manner. With the rise in the demand and the users
of the social media platforms, this method has gained the momentum to be included as
the method for measuring the quality of the service. Social media tools are generally used
by the people to unleash their whole day’s frustration and the major element of social
media is Facebook, WhatsApp and Twitter. All these techniques plays crucial role in
terms of increasing the organization’s quality of service (Mantey & Naidoo, 2016).
 Documentation analysis: With the help of this approach, organization would identify all
the low rated responses by the consumers in terms of evaluating the issues faced by the
consumers. Amongst the responses, issues will be identified on the basis of majority,
service related concerns, organizational process related concerns, etc. With the help of
this analysis, appropriate measures will be adopted by the newly appointed manager to
resolve those issues in terms of improving the customers’ experience with the hotel
(Markovic & Raspor, 2010).
 Objective service metrics: This approach will help the organization to identify the areas
which could be improved through appropriate measures. Under this approach,
consumers’ will be asked to share their reviews, opinions and feedbacks on the price
charged by the organization, quality of the service in relevance with the price, satisfaction
level obtained from the service consumption, food quality, etc. Amongst these areas,
organization will analyse the factors through which the customers’ satisfaction level is
decreasing. This will help them to adopt the most appropriate technique in relevance with

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improving the services and its quality in order to match up with the expectation of the
organization (Mok, Sparks & Kadampully, 2013).
Above mentioned techniques are capable enough to extract the most appropriate results for
resolving the crucial aspect which could also enhance the performance of the organization
through uplifting the quality of the service. This is the crucial factor in the hotel industry as with
these techniques, organization could identify the suspected areas and the measures through
which those areas could be improved with the view to attain the sustainable growth in the
competitive business environment (Nadiri & Tanova, 2010). Apart from these measures,
organization could also adopt the total quality management techniques through which the quality
of the services and the products could easily be managed. This helps the organization to establish
a vital place in the competitive hotel industry at the global level. The Ritz-Carlton Hotel Group is
present at the international level and along with their presence in more than 30 countries; they
have planned to introduce a new venture in the Hong Kong’s market with the view to attain the
growth and expansion objectives. The hotel is counted under the five star rating category and the
customers’ expectations with these category of hotels are bit high (P. Crick & Spencer, 2011).
Thus, to accomplish the customer’s expectations, organization needs to adopt above mentioned
techniques in terms of increase the quality of the service as well as to uplift the organizational
efficiency. Ritz-Carlton Hotel could also identify the appropriate measures available such as total
quality management system in the business environment in order to increase the effectiveness of
their services’ effectiveness (Pereira-Moliner, et. al., 2012).

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Impact of leadership, social culture on front line employees, their engagement and
managerial implications
Leadership is an art which is used for managing the tasks of organization in an effective manner.
This art is also useful in controlling, managing and directing the group of employees in same
direction in terms of attainment of management’s targets. Impact of leadership is quite huge and
effective over the front line employees as well as it also influence managerial implications along
with engagement of the employees in the accomplishment functionalities (Priuttc, 2017).
Social cultures are the choices of people, tastes and preferences of the group of people, current,
etc. All these create much impact over the organizational performance. These factors are useful
for every organization as they needs to adopt or modify their methods in relevance with the
target audience’s needs, demands and the current trends follows by them. In relevance with the
current scenario, Ritz-Carlton Group of Hotels is planning to introduce a new venture in the
Hong Kong market. This place has been chosen on the basis of the market research’s outcomes
(Raub & Robert, 2010). With the help of market research, it was analysed that the demand of the
hotels and its related services are bit high in Hong Kong due to huge presence of tourists. Hong
Kong is included in the most attractive and favourable places from the perceptive of tourists
(Ryu & Han, 2010).
Person directly interacting with the clients or engaged in the process of production are known as
front line employees. These have great impact over the organizational performance and it is
involved in the process of increasing the organizational process. The two crucial elements of an
organization are leadership and management and both of these have severe impact over the

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organizational performance and over the employees. Front line employees should provide
appropriate training, counselling sessions and the development programs through which they can
update themselves in terms of enhancing their level of efficiency. Apart from this, it is also
necessary in terms of increasing the organizational effectiveness through which organization
could easily attain the goals and the objectives. Leaders need to adopt certain effective strategies
along with the basic principles of leadership (Ryu, Lee & Gon Kim, 2012). This will help the
leaders to extract the best work from its team mates in terms of accomplishing the desired
objectives of the organization. Basic principles of a leader are integrity, fair treatment amongst
the employees, against to the discriminatory practices, etc. Along with these, leaders need to
adopt certain policies and the methods such as motivational techniques in order to influence the
employees and teammates towards the work. These techniques will help the employees to
perform in an effective manner along with it also develops positive image for the organization
amongst the employees. This leads to increase in the productivity as well as it also ensures the
employees to enhance their efficiency. Organization will be able to accomplish its targets along
with the fulfilment of the employees’ needs and it will also lead to the attainment of the
employee’s needs (Solnet, Kralj & Kandampully, 2012).
Impact of social culture also carries huge weightage over the performance of the organization as
well as over the front line employees and over the managerial implications. While launching the
new hotel in the Hong Kong, Ritz-Carlton Group of Hotels needs to adopt certain strategies
through which social development and other social objectives could be attained. Introduction of
the hotel in the target market will lead to generation of various employment opportunities
through which social objectives will easily be acquired (Talib & Rahman, 2012). Apart from

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this, organization also needs to consider other social cultural issues. Cultural issues are not only
HR’s responsibilities; it affects the overall business’ functionality. The Chief Executive Officer
and the management team should take the responsibility for the cultural issues and its effects
along with the HR department in relation to resolve the issues and to enhance the organizational
performance. It is the duty of the HR department to analyse the market conditions of the target
market in relation to adopt the policies and the methods through which organization could fulfil
the needs and the demand of the society. This will lead to the attainment of the organizational
goals and the objectives in an appropriate manner (Van Dijk, Smith & Cooper, 2011).
Engagement of the front line employees is huge in the organization in terms of enhancing the
performance of the organization as well as it is also essential in terms of increasing the efficiency
of the employees. Organization needs to adopt certain advanced strategies through which the
front line employees and other employees could be involved in the decision making process so
that they could actively participate in the crucial procedure of the organization. Then
organization will be able to select the most appropriate strategy amongst the crucial options
shared by employees. This will help them to select the most appropriate as well as effective one
from the available options in terms of increasing the efficiency of the organization. Involving the
employees in the decision making and other crucial processes of the organization lead to build
confidence amongst the employees as well as it also makes the employees feel important for the
organization. This leads to the development of the relationship between employer and employee
which is crucial segment in respect to the attainment of the goals and the objectives of the
organization (Wang, Tsai & Tsai, 2014).

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Managerial implications are the actions taken for comparing the results obtained from the
execution of the functionalities with the expected results. Apart from this, it is also essential in
terms of increasing the organizational performance because the gap evaluated between the
expected and the actual performance attained will be the major reason which will reduce the
organizational efficiency (Yeh, 2013). To reduce the gap between the set targets and the actual
outcomes, organization can adopt certain set of strategies through which employees could be
motivated and influenced towards the work. The organization will be able to attain the
confidence of the employees and it will motivate them towards the work in terms of
accomplishment of the goals and the objectives of the organization which will also leads to the
attainment of the employees’ needs and the requirements (Žabkar, Brenčič & Dmitrović, 2010).
Thus, the impact of leadership and social culture is huge over the front-line employees,
managerial implications and over the engagement of the employees in the functionalities of the
organization. It has been recommended to the company to adopt certain strategies with regards to
the organizational standards and the policies in relation with the quality of the service (Bouranta,
et. al., 2017). This will help them to uplift the quality of the service along with this; it will help
the Ritz-Carlton group of hotels to set up their new venture in the target market.

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Customer feedback system (CFS) framework
Ritz-Carlton Group of Hotel uses the survey method for monitoring and controlling the quality of
the service. Following is the template used by the hotel for improving their quality of the service
in terms of increasing the customer satisfaction level:
1. Please mention the reason for your trip:
(More than one option could be selected)
 Business trip
 Attend a conference
 Attend an event
 Visiting family or friends
 Holidays
2. Who were you accompanied by?
(More than one option could be selected)
 I was alone
 Colleagues
 Boss or business partners
 Spouse or family members
 Children
 Friends
 Other (please mention)

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3. Reason of choosing this hotel?
 Have stayed prior to this
 Recommended by someone
 Location
 Reviews
 Price
 Facilities of the hotel
 Popularity of the hotel
 Other (please mention)
4. Medium through you booked your visit?
 Hotel’s official website
 Any other website
 Over phone
 Through email
 Other (please mention)
5. Any feedback regarding finding and booking the hotel?

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 Please mention below:
6. Any facility which had improved your experience with the hotel?
 Comfort stay
 Food
 Cleanliness
 Hygiene
 Other (please mention)
7. From the perception of business trip, suggestions to improve the services:
 Facilities for text area
 Improvised internet facilities
 Conference room
 Pick and drop facility
 Other (please mention)
8. Feedbacks for food and beverage facilities

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 For room dining
 Restaurant dining
 Breakfast
 Any special item to be included in menu:
 Other suggestions:
9. How you will rate the pick and drop facilities provided by the hotel?
 Highly satisfied
 Satisfied

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 Above average
 Average
 Below average
 Dissatisfactory
10. How you will rate the overall experience with the hotel on the scale of 10? (Please
tick, where 10= excellent and 1= very poor).
 1
 2
 3
 4
 5
 6
 7
 8
 9
 10
11. On the scale of 10, you will recommend the hotel to your friends and family
members?
 1
 2
 3
 4
 5

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 6
 7
 8
 9
 10
12. Your basic details:
 Name: _______________
 Age: _______________
 Sex: _______________
 Email id: _______________
 Phone number: _______________
From the above feedback survey, organization could use the consumers’ responses for the
purpose of improving the organizational service quality. The survey and the questions used by
the organization are effective enough to analyse the effectiveness and efficiency of the services
while, it also provides certain areas which could be improved from the perception to increase the
overall customer satisfaction.
The above strategy is used by the Ritz-Carlton, Marriott International Group and various other
hotels in terms of evaluating the customers’ experience with their hotels. This strategy also helps
the hotels to analyse the impact of their services over the consumers and how they are effective
to raise the customer satisfaction level. This acts as the best practice for the hotels and the
restaurants as it provides them the most effective and accurate information with regards to the

Quality Customer Service 22
services and facilities offered to their guests. Further, it is the duty of the management to
compare the results obtained with the results expected on the basis of the organizational policies
and the standards (Blanch, 2014). With the help of this, organization will be able to adopt set of
strategies which could be implied in order to reduce the gap between the organizational
expectations and the original outcomes originated from the functionalities of the organization.
With the help of this strategy, Ritz-Carlton Hotel will be able to set up its image in the new
market and their desired objectives such as growth and expansion will easily be attained.

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Conclusion
From the aforesaid information, it can be concluded that Ritz-Carlton Hotel is a well-known
brand in the hotel industry as they are already present in more than 30 countries and territories
across the globe. Now the company has planned to expand its business operations in the Hong
Kong in terms of increasing their profitability and the revenues. This also enhances the market
share of the organization at the global level. To set up an effective place in the target market,
management of the organization has appointed quality consultant for adaptation of certain
strategies through which gap between the current policies and standards could be modified in
terms of increasing the quality of the service rendered by the organization. In this process,
quality manager executed certain steps which include the significance of measuring and
managing the quality of service of the Ritz-Carlton Hotel. In addition to this, report also
concluded about the impact of leadership and other aspects over the front line employees and
over the managerial implications. The last part of the report concluded the customer feedback
system framework used by the organization in terms of monitoring the performance. With the
help of this framework, organization would be able to adopt certain strategies through which
organization could improve its services’ quality rapidly.

Quality Customer Service 24
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