SHA604 Project: Building Guest Loyalty - Cornell Hotel School

This project, part of the SHA604 course at Cornell University's Hotel School, focuses on building guest loyalty in the food and beverage industry. It involves defining service outcomes, performance standards, and service recovery strategies to enhance guest experience and create a competitive advantage. The project requires analyzing guest expectations, designing processes for welcoming guests, providing timely food service, and managing staff behavior to ensure guest satisfaction. It also addresses sustainable practices and product differentiation. Furthermore, the project involves a complaint handling worksheet to evaluate responses and identify improvements. The overall goal is to create a guest experience measurement tool to improve guest loyalty. The project emphasizes the importance of gathering and interpreting guest feedback for continuous improvement and long-term success.

SHA604: Building Guest Loyalty
The Hotel School, Cornell SC Johnson College of Business
Performance Standards Worksheet
Instructions:
Use this worksheet to identify and document a specific service outcome and the process steps, as well as the standards of performance
necessary to achieve the outcome in your operation.
Define Outcome:
1. What is the outcome you expect to achieve? Consider guest expectations and how you want them to feel relative to product,
environment, and staff behavior and attitude. Note: Some outcomes will impact each of the big three. Some will focus only on
one component.
The delivery of food item at the right time, as mentioned, could be an useful approach for meeting up to the guests’ expectations without
compromising anyhow on the quality of those. The environment must be protected and the guests should be informed about those so as
to ensure that they remain aware of that and adopt sustainable and environment friendly behaviors too. The staffs must be polite and
diligent to treat them with respect and dignity and ensure that their demands are met properly.
2. How is the outcome consistent with your concept and guest expectations? (For example, if your concept is a quick service
restaurant, guest expectations would favor efficient ordering and fast service of food versus large selection and detailed
information.)
As it is a quick service food and beverage restaurant, so faster service delivery is essential and it is also to be noted that the quality of
the food items delivered do not deteriorate anyhow.
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SHA604: Building Guest Loyalty
The Hotel School, Cornell SC Johnson College of Business
Define Performance Standards:
Define the Process Step, People, and the Standards of Performance that are required to consistently achieve this outcome:
Process Step
What needs to occur? Who Is Responsible?
Standards of Performance
How do you expect
them to do it?
Why is this important to
achieving the
outcome/differentiating
you from competition?
What are
risks/barriers to
achieving this
standard?
1. Welcoming the
guests
Reception employee Provide flower and
also a token
representing the
symbolic charm of the
restaurant
Bring some uniqueness Lack of knowledge
2. Treating them with
respect
Employees Listen to what they
want
To gain repeated customers Lack of calmness
among elderly clients
3. Providing good
ambience and
seating arrangement
Staffs Deliver them the best
seat or as they wish
for
To keep customers happy The required seats
might be filled
4. Providing food
timely
Waiter Deliver food within
quick time
To satisfy their needs Sometimes due to
more orders, food
might be delivered
late
5. Maintain quality Chef No need to To satisfy their needs High expenditures
© 2017 eCornell. All rights reserved. All other copyrights, trademarks, trade names, and logos are the sole property of their respective owners.
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SHA604: Building Guest Loyalty
The Hotel School, Cornell SC Johnson College of Business
compromise on quality
6. Manage staff
behaviors
HR manager Train staffs To keep business
functional
Poor knowledge and
skills
7. Manage sustainable
behaviors
Manager Provide information
about sustainability
management policies
To protect the environment Lack of knowledge
about environment
8. Manage product
differentiation
Manager Add some unique
features
Gain competitiveness Poor presentation and
knowledge of product
9. Pricing strategy Financial coordinator Implement cost
leadership strategy
Set right prices High competition
10. Protect environment Sustainability manager Manage sustainable
behaviors
Contribute to community
and environment
Harming the
environment with
wastes
© 2017 eCornell. All rights reserved. All other copyrights, trademarks, trade names, and logos are the sole property of their respective owners.
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