Intangible Values In Hotel Uniforms

Hotel Uniforms – probably is the first non-verbal, controllable yet intangible moment of truth that guests experience when they arrive at the hotels. According to Lim, Lee and Foo (2017), hotel uniforms can be the first clue that guests forecasting how the service qualities and standards of the hotels will be. With guest retention and loyalty being one of the most profitable incentives in terms of hotel revenues, guests’ implicit service encounters and distinct impression towards the hotels become crucial in retaining the guests. Lovell (2005) suggests that uniforms, especially for those star-rated multinational hotel chains, also act as a sense of belonging and conformity of the staff towards the hotels. Hotels’ intangible values, which are service qualities and standards, are genuinely defined by service provided by the staff, implying that brand loyalty is vital for either guests or staff – which are also the intangible assets of such multinational hotels.

Guests can feel the themes and ambiance of the hotels without staff’s verbal greetings by glancing at their uniforms. Tu, Yeh, Chuang, Chen and Hu (2011) state that guests of the multinational luxury hotels, who are comparatively less price-sensitive and more attentive to stay experience and qualities of service encounters provided by the staff they meet from the hotel entrance to the “moment” they enter the hotel rooms, they also have higher possibilities of being the loyal guests of these luxury hotel brands. They