Service Quality Improvement Strategies for Marriott International

This report provides a comprehensive analysis of service quality management at Marriott International, emphasizing the importance of managing and measuring service quality to enhance brand value, achieve organizational goals, and improve efficiency. It explores the impact of current service delivery practices on front-line employees, highlighting the need for employee engagement, performance reviews, and productivity improvements. The report also recommends the adoption of appropriate service quality management methods, particularly seeking customer feedback, to identify shortcomings and implement necessary improvements. Furthermore, it discusses the establishment of a customer feedback system (CFS) with practical examples to monitor and enhance service quality, ensuring that Marriott International can adapt to customer expectations and maintain its goodwill in the market. Desklib provides a platform for students to access this and other solved assignments for study and research.

Service Quality
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Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Establishment and analysis of the current service delivery through the assessment of the
impact on front-line employees...................................................................................................7
Development of Customer feedback system (CFS) to improve monitoring and quality
services- Give examples of customer feedback system is that will be applicable to that
particular organisation that it is in the report. Give 2,3 examples of feedbacks,.......................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15
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INTRODUCTION
The service quality means making the use of methods and techniques through which the
best services can be provided so that the attainment of the goals and objectives can be carried
out. Thus, it is required from the managers of a particular organisation that they can put their
focus on ensuring that they can easily manage their particular level of needs and requirements
highly effectively and efficiently. Therefore, it is important for the managers that they should be
able to set proper and appropriate parameters for enhancing the Service Quality which will
therefore help them in managing their needs and requirements quite properly and appropriately.
(Alshamsi and et.al., 2020). The managers in an organisation are required to make sure that they
can make its use so that the attainment of the goals and objectives can be done which will be
useful in managing needs and requirements. In this report, a detailed and specific focus will be
made on Service Quality.
MAIN BODY
Service Quality is crucial and therefore it becomes quite crucial so that the needs and
requirements can be managed quite properly and appropriately in the right way (Choi and et.al.,
2020). It is therefore important for the managers of an organisation that they should be able to
focus on it so that the best services can be provided to the customers.
Importance of managing and measuring service quality and recommending the adoption of
appropriate service quality management methods.
This importance can be explained in the following manner
 Positive Feedback from the Customers- Managing and measuring service quality can
help obtain Positive Feedback from the Customers (Demir and et.al., 2020). This can help
ensure that the Brand Value of the organisation can be enhanced. Marriott International,
therefore, needs to make sure that it can obtain Positive Feedback from the Customers
which will help it a lot in enhancing its Brand Value.
 Attainment of the goals and objectives- Managing and measuring service quality can
help ensure that the attainment of the goals and objectives can be carried out. In the
context of Marriott International, it can be stated that it will be able to make sure that it
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can identify the way in which it can attain the goals and objectives in this way (James and
James, 2020).
 Enhancement in the efficiency and effectiveness level- It is essential for an
management to manage and measure its quality of services in order to promote and
enhance their overall efficiency and effective in their business operation. This helps to
not only improve customer experience but also improves organizational performance.
(Haron, Subar, and Ibrahim, 2020).
 Bringing improvements- It is vital for the management of the organization to identify
the gaps in their overall quality of services and focuses upon introducing new
improvement in order to enhance their current service. This will assist Marriott
international to determine their lacking areas relative to their service. Moreover, iw will
help them in improving their overall performance (Lebdaoui and Chetioui, 2020).
 Setting a proper system- The management must focus on establishing an effective and
efficient system which can keep a track of their service quality over time. This will
enable them to measure their overall progress and make necessary changes for growth
and development. (Li and et.al., 2020).
 Identification of essential steps to be taken- The effective and structured measurement
of quality of services enable an organization to identify and determine the gaps within
their services which re offered by them. The management an measuring of quality
services all to take essential steps to solve issues related to quality of service. The
necessary steps can involve allocation of resource and understaning customers
perspective.(Mohammed and Shahin, 2020).
 Increase in revenues- It is vital for an organization to effectively manage and measure
its services quality not just for the enhancement of customers experience but for an
increased in their review as well. The optimal experience of the customers has a direct
impact on the revenue of the organization (Padma and Ahn ., 2020).
 Maintaining Goodwill in the market- The management and measuring of quality
services give an organization the ability to improve its quality service. This enables them
to have a top-notch service enabling the organization to establish a better goodwill in the
market and relative to customers. This is essential of Marriott international if they want to
focus on enhancing their current good will in the market (Wu, Li, and Li ., 2018).
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 Helps in taking of actions- The organization utilizing effective management and
measuring of their quality services are equipped and possess the ability of taking
corrective measures when potential threats and weakness are identified. These corrective
actions in context of Marriott international it will enable them to adapt to various
scenarios if their quality of service is measured and managed optimally (Díaz and
Rodríguez ., 2018).
Service Quality Management Methods are quite important and therefore it is highly crucial
and essential that their use should be made so that the essential improvements can be made in the
services in a proper and appropriate manner so that the goals and objectives can be attained
(Keshavarz and et. al.,2019). For an organisation like Marriott International, it is important to
make sure that it can properly and appropriately make use of the right method through which it
will be able to manage its own needs and requirements effectively and efficiently (Hu, Zhang, and
Bose ., 2019).
The following methods can be considered by the organizations
 Understanding the mission- It is important for organisations to make sure that they can
understand their mission so that they can take the steps which are essential for attaining
the goals and objectives (Slack and Singh, 2020).
 Seeking feedback- It is important for the firms that they should be able to take the
feedback of different types of customers in the market (Monoarfa and Usman, 2020).
This will be useful for them in ensuring that they are able to manage their needs and
requirements which will therefore help them a lot. The improvements in the service
quality can be made by them in this manner and thus this will be useful in ensuring that
the proper and essential steps can be taken by the firms for this particular purpose.
 Staying ahead of responses- For the organisations that its managers are able to make
sure that they stay ahead of the responses. This can be done by ensuring that the
responses of the customers are taken on time and therefore in this way the actions can be
taken accordingly within the stipulated time which will be helpful in attaining the goals
and objectives( Budur and Poturak ., 2021).
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Justification
Marriott International should make sure that it should make use of the Seeking of feedback
method because through making the use of this method the organisation will be able to make
sure that it can manage its needs and requirements (Al-Weshah, Al-Manasrah and Al-Qatawneh .,
2019).These feedbacks can be attained by asking customers their preferences and their overall
experience relative to services provided to them. This will assist Marriott international to take
corrective actions to solve issues faced by their customers. Moreover, feedbacks can be based
upon what the customers expect from the organization. The understanding of customer’s
expectation will assist Marriott International to fulfil the expectations of their customers which
will improve their growth, revenue and overall customer experience.
Establishment and analysis of the current service delivery through the assessment of the impact
on front-line employees
The use of the best practices must be made so that the best services can be provided to the
different types of customers. This will be helpful in ensuring that the customers are able to
provide their response which will be useful in improving the Service Quality effectively and
efficiently made (Raza and et.al., 2020)..
The following practices are being used in Marriott International for bringing an improvement in
the Service Quality-
 Taking of Feedback from the customers- Taking feedback from the customers is
helpful in ensuring that the organisation is able to identify the shortcomings in the service
and therefore take the important and necessary actions which will help them a lot (Prayag
and et.al., 2020). The feedback which is being provided by the customers can be helpful
for the organisations so that they can take the appropriate action on it. Therefore, it can be
stated that using these Survey forms the necessary actions can be taken. This will be
crucial for the customers so that they are able to register their complaints so that the
actions can be taken on them.
 Regular training of the staff members- The staff members in the organisation are
provided regular training which helps in bringing an improvement in the overall service
quality which will help them a lot (Messner ., 2020). It is necessary for the firm to
therefore make sure that it can improve service quality in this way.
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 Performance assessment system- Through the use of a Performance assessment system
the organisations are required to make sure that they are able to properly assess the
performance of the staff members and take the necessary actions if the performance is not
satisfactory (Park and Kim ., 2020). This will be quite useful in ensuring that the
attainment of the goals and objectives effectively and efficiently.
Impact on front-line employees-
There is a particular level of impact which is created by the use of these practices on the
front-line employees (Patacsil and Salvio ., 2021). It is therefore quite crucial and important that
that the assessment of this particular impact can be done so that the actions which are essential
can be taken which will therefore help the organisations a lot in managing the needs and
requirements.
The impact on front-line employees of Marriott International can be assessed in the following
manner-
 Ensures engagement of the different types of employees- The management at Marriott
International focuses upon hiring various individuals from various cultural backgrounds
in order to provide their customers with a better service relative to their different
languages and culture. This enables the Marriott International to cater to a large number
of customers in fulfilling their needs and wants for a better service experience (Quach
and et. al., 2019).
 Better results due to regular review of performance- The Marriott International is able
to deliver enhances results relative to their quality services by periodically reviewing
their perforce. This enables them to keep track of their progress over time and makes
modification to their offering of services according to the situation that is presented to
them. It allows the organization to improves its business performance and enhance
customer experience (Jach and et. al., 2021).
 Enhancement in productivity- The Marriott International is able to enhance their
overall productivity by managing and measuring their service of quality. The
management allows them to ensure that all operation relative to services function at
optimal levels along with measuring the quality of services by keeping a track of their
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progress periodically. This gives Marriott International the ability of enhance their
productivity along with customers experience as well (Sigala ., 2018 ).
 Better management of the needs and requirements of the customers- The
effective management and measuring of quality of the services have enabled
Marriott International to understand the needs and desires of their customers. This
helps them develop new services and products for their customers which will
elevate their level of experience. This not only assists Marriott International to
improve their overall performance and ensure the expectations of their customers
are being fulfilled (Shulga and Busser ., 2020).
The effective management and measuring of quality of services enable the employer at
Marriott International to provide their employees the correct and suitable guidelines to provide
effective and high quality services to their customers. This not only enhances the experience of
customers but also helps employees gain a level of satisfaction as they are aware of what they are
supposed to do and is rewarded for their efforts while give services to customers. The employees
are positively influenced at Marriott International through their internal organization as they
provide their employees with all the feedback they have received form their customers. This
enables the internal organization to provide crucial data and information relative to customers
experience and expectation which enable the employees to do their best possible for not only
their growth and development for the organization as well. Moreover, this provides assistance in
keeping the employees satisfied and motived to work effectively and efficiently. Furthermore,
the employers at The Marriott International focus on hiring employees from various backgrounds
and cultures in order to keep their workforce diverse and effective. This allows the employer to
make sure their employees can handle any situation and scenarios that they are face with. These
situations can include different language peaking customers, providing proper assistance to
differently abled customers, and polite interaction with the elderly. The highly trained employees
of Marriott International are able to counter these situations with optimal ease and help them to
gain feedback of customers in an effective and efficient manner. This not only saves time and
energy but also improves the overall productivity of the organization and the employees.
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Development of Customer feedback system (CFS) to improve monitoring and quality services-
Customer feedback refers to the information relative to the issues and insight by
customers regarding their overall experience by utilizing the business's products and services.
(Bergel and Brock., 2018). Customer feedback directs a business towards enhancing its products
and services to improve customers' experience and enhance its position in the market. In context
to Marriott international, customer feedback aspect as it serves as a guide to allocate valuable
resources of the business in an effective and efficient way to achieve growth and enhance the
overall customer experience Moreover, it assists in adjusting and adapting to dynamic changes in
customers' preferences and tastes over time. There are various types of feedback systems that
businesses can use to get valuable data relative to the customers' experience. Some of the
methods of feedback are mentioned below:
Social media channels:
Social media sites serve as one of the optimal ways a business can gather valuable
feedback from its customers in the modern era (Kumar ., 2019). This way of attaining customer
feedback is cost-effective and has a high rate of return relative to understanding what customers
want and need. Moreover, this method of customer feedback is time efficient as it requires less
time for customers to perform. This helps a business to go over a large number of feedbacks in a
short duration of time which increases their overall productivity. In context to Marriott
International the social media play a crucial role in understanding as well as acquiring vital
customer data. This data is then analysed in order to effectively understand the behaviour of
customers along with their preferences taste and expectations for services. This enables the
Marriott International to improve and alter their service according to changing trends and
preferences of the customers.
Polls and surveys:
This method of collecting customer feedback involves providing customers with a
questionnaire that consists of a question relating to their overall experience from the products
and services, demographics, and recommendations to resolve any issues they might have
encountered. This enables a business to understand its customers at the core level by
understanding their expectations from business products and services (Islam and et. al., 2021).
Moreover, it helps them to establish a positive interaction with customers by evaluating their
grievances and recommendations along with how they can be utilized for business growth and
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enhanced customer experience. In context to Marriott International, the polls and surveys enable
the organization to gain direct feedback for its customers which assist them to take quick and
effective actions according to the situation that is presented to them. The data collected from the
polls and survey help them to quickly adapt to multiple scenarios and situation which are derived
from customer’s feedback such as change in certain services, change in their format of food,
presentation and accessibility of services.
Analyse on-site activities:
The method of acquiring crucial customer data is important for a business that has an
established online website for its businesses be (Kumar and et. al., 2019). The analysing of
customer activities on a website enables a business to understand their behaviour relative to what
they expect from a business such as their preference of products and services, the price they are
willing to pay, and what they expect their experience to. Moreover, businesses are able to use
analytical tools that help them identify the number of customers that are interested in the
products and services and assist them in gaining valuable feedback from customers through pop-
up messages or automated chat-bots.
From the above-mentioned methods it is observed that, the Marriott International focuses
on using social media platforms along with surveys and polls to gain valuable feedback from its
customers. They utilize social media platforms as it is cost-effective and has a large presence of
customers who can provide vital information relative to their stay and overall experience (Saaty
and Ozdemir., 2021). Moreover, it allows them to analyse the feedback received in an effective
and timely manner which improves their productivity. In addition to this, they use surveys and
polls within their organization to gather customer feedback during the customer's stay at the hotel
which enables them to identify customers’ needs and wants or if they are facing any issue. This
helps the management to solve customers’ issues and provide them with what they desire during
their stay which results in increased customer satisfaction and enhances the productivity of the
organisation.
Customer feedback system:
The customer feedback system is a framework that enables a business to better
understand its customers and clients (Guo, Fan and Zhang ., 2020.) In addition to this, it
encourages customers to share their thoughts and viewpoints relative to the business or its
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products and services. The customer feedback system enables the business to be effectively
delivering a high level of satisfaction to its customers along with gain enhanced productivity in
its business operations. The customer feedback system in context to Marriott International for
improved monitoring and enhanced quality service is mentioned below:
Gather feedback:
For Marriott International to effectively gather customer feedback from various sources
in order to develop customer feedback that will perform optimally. (Sigala ., 2018). The
organisation currently uses social media platforms along with surveys and polls to understand its
customers and gain their feedback Marriott International should incorporate analysis on on-site
activities to expand their customer feedback as it will enable them to gain a wider perspective on
the behaviour of their customer base and how they can improve their operations to better cater to
customers preferences
Analyse and prioritize feedback:
It is vital for the effectiveness and efficiency of the customer feedback system to consist
of reliable and updated customer feedback (Hsieh and Chou ., 2018). The management at Marriott
International needs to use the acquired customer feedback from various sources in an optimal
manner by analysing, categorising, and prioritizing them to be effective in addressing customers'
needs and wants along with grievances that they may have (Jin, DiPietro and Watanabe ., 2021).
Decide and take action:
The management at Marriott International after gathering the customer feedback
effectively and efficiently along with proper analysis and prioritization needs to take actions
relative to customer feedback (Zong and Xing ., 2021). These decisions and actions can be
based on positive and negative customer feedback as they consist of what customers appreciated
about the organisations products and services along with what they would prefer to change and
alter for a better experience This will help management at Marriott International to maintain
what is accepted by the customers and focus on eliminating elements that provide dissatisfaction
to their experiences.
Follow-up with customers:
The management at Marriott International must follow up with its customers once all the
necessary adjustments have been back on the basis of actions and decisions relative to customer
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