So far The Ritz-Carlton has been able to successfully communicate the value of its intangible service to guests through its employees, promotions, guest recognition, achievement of rewards, and hotel customization. For example, we implemented guest recognition procedures such as putting special monogrammed pillowcases in a guest’s room after they’ve stayed at our hotel a certain number of times. This procedure demonstrates our recognition of the guest and shows that we care about them. The goal is to create a better experience for the guest and leave a positive lasting impression. Our company’s success is dependent upon
It usually consists of lots of added value, for which you may or may not pay a premium. The augmented product is an important way to tailor the core or actual product to the needs of an individual customer. Augmented products offered by Hilton Hotels & Resorts include membership discounts, luxurious room and exterior designs, high class restaurants and relaxed hotel atmosphere.
3. Assumption: Franchising Franchising presents are set of special considerations for brand management. According to Keller 1993 favourable, strong and unique brand are stored in memory when the consumer possess familiarity with the brand. Therefore the extension of the familiar brand names such as Hilton developing the Hilton grand inn brand should find themselves in potential guests. The financial advantage of brand extension is that it provides forms not only with higher profit but with savings in marketing expenses.
Interestingly enough, it is coincidental that I am a hotel practitioner by profession, hence I find this case study both illuminating and profoundly significant as it poses some challenging questions. I think there are two ways that Ritz-Carlton could monitor its success in achieving quality: facts and figures, which means every Ritz property must have previous statistics for comparison. In my view, a high proportion of repeated guests can validate its superlative quality service. Meanwhile, a regular survey that was carried out by a third-party consultant would also aid Ritz in understanding its place in the customers ' heart. On the one hand, I have direct experience of participating customer satisfaction survey in everyday life, as a consumer, if I frequent a same shop or restaurant, I will rely on its products and services heavily that I almost never take the
Relationship between Rooms Division and Sales and Marketing Sales and marketing: responsible for public relations, promoting, advertising, marketing and selling rooms and other facilities and amenities in the hotel e.g. function rooms, restaurants. If marketing department wasn’t able to conduct their feasibility study correctly and their targeting the wrong customers, they didn’t just waste their time and effort in conducting the study but, as well as the financial resources they use for advertising and promotion. Or if they were able to conduct successful study the hotel will benefit from it by having high sales and occupancy rate. Teamwork in Rooms
By using hybrid conjoint analysis, Hu (1994) tried to measure the meeting planner’s preferences of hotel site selection to help hotel management understand what their customers want in the meeting business. It has been found that the “price (room rate) range” is the most important attribute in meeting planners’ considerations of hotel selection. “Location” is the second most important attribute, followed by “functional properties of meeting rooms,” “hotel guestroom comfort,” “food and beverage function,” and “hotel conference planning procedure.” However, Opperman (1996) identified in his study that hotel’s service quality as one of the most crucial factors in meeting planners’ decision process for meetings and
The Hospitality industry is defined as "hosts offering services to guests", which includes reception, entertainment, and other services for travelers and tourists. Hospitality is a long running folklore in India. India holds a special place in the international world of hospitality. In the highly competitive hotel industry, where products and services have reached “commodity “status, hoteliers are required to find ways to set their products and services apart from other. Every time the consumer takes the direct path to hotel, marketers save on marketing and sales spend required to capture new customers and induce them to select their services over competition.
2) Impress the guests by providing Hong Kong-featured novelty Guests visiting to chained hotels around the world experience the same or high-level of similarity of service encounters, facilities and decoration provided, hotel uniforms with Hong Kong-featured novelty design is the feasible way to impress the guests. Ariffin, Nameghi and Soon (2015, p.782) point out that foreign guests expect hotels to “act as a good point of contact for the nation they are representing in terms of tangible or intangible components. One example of the tangible component in the hotel context is the uniform of the front-line staff members”, meaning that when guests arrive at the hotels, they expect to feel the nations where they are staying by experiencing the local features, hotel uniforms of the front-line staff members is one of the elements that can impress the guests with novelty
Performance that falls below expectations makes guests dissatisfied (Kottler & Killer, 2006). In the hotel industry, satisfaction of guests is in terms of their satisfaction with the service of the Front Office department and the customer relations developed by hotel staff (Al Rousan, 2011; Parasuraman et al., 1985). In hotel industry to acquire guest satisfaction is one of the most important thing, because when the guest satisfied with the service of the hotel front office, guests will choose back to the same hotel when they having a travel, so, this can increase hotel profit. However, the concept of customer satisfaction in this model is refers to the judgment depends on the good quality of service and fitness service to the needs and wants of the guests. According to Parasuraman, guest satisfaction is the level in which expectation of a guest is met or exceeded.
CHAPTER:2 LITERATURE REVIEW This chapter reviews the literature on loyalty and customer satisfaction. Although the major focus is on customer satisfaction in service of hotel, this chapter begins with a brief review of the importance of customer loyalty in the hotel industry. This is followed by a review of loyalty literature, which results in the construction of a definition of service loyalty for use in this study. Next, factors thought to influence the development of loyalty are discussed. In particular, emphasis is on customer satisfaction as the most important determinant for loyalty.