Hospitality is one of the fastest growing industries in the world today. Hotels are one of the major examples in the hospitality industry. There are different kinds of hotels on different categories that are available for the customers in all parts of the world. For example there are elite class hotels which are rated as Seven starts and five star categories as well as there are hotels that are less expensive and fall in the three start or two star or even budget category. Room service or customer satisfaction plays a very important role in the hospitality business and the business that the hotels do mainly depends on the level of satisfaction it offers to its users. In the following report, the famous Marriott Hotel, Singapore will be studied in details regarding how it provides and enhances customer satisfaction.
This study on the approaches of providing customer satisfaction for the guests in Marriott hotel, Singapore will be based on research from both primary as well as secondary sources of data. An employee from the Marriott hotel, Singapore will be interviewed in order to gather important data regarding the best practices that are being implemented within the hotel premises by the management in order to ensure optimum customer satisfaction during the periods of their stays in the Marriott hotel, Singapore. Authentic as well as credible articles by renowned writers of the past will be used as data from secondary source in order to carry out this research. References will be taken from research papers of authors of the past who have already done extensive research about this topic in the past considering other hotels and the entire hospitality industry as a whole. This will not only help to identify the areas that need research in this study but also help the reader understand the clear understanding of how the hospitality industry works.
The quantitative data analysis will be done through multiple surveys aimed towards the customer or guests who have stayed in Marriott, Singapore in the past regarding their experience during the stays. The data collected form such surveys will be depicted in form of numerical values and shown using graphs as well as pictorial description. In qualitative analysis of data, the behavior as well as the pattern of the answers of the Marriott employee will be considered and naturally occurring settings within the hotel premises has to be considered while concluding the research (Torres, Fu & Lehto, 2014). General observation of how the Marriott staff respond to the guests and how they behave with the customers in the hotel premises will be carried on in order to identify how they deal and handle the customers staying in the hotel. Observation will be specifically made towards the kind of service offered to guests who stay in VIP or premium category suites versus the kind of staff service towards customers staying in less room categories (Martínez & Bosque, 2013). The collected data form the observation will be noted down further analysis in the period of research.
Customer research has been conducted in order to identify the customer segments, needs, as well as their behaviors, who have stayed in the Marriott, Singapore hotel. The target audience for the hotel has been found out to be mainly business travelers who visit Singapore for corporate meetings as well as to attend business seminars. Even families who visit Singapore for long holidays are the target audience for the Marriott hotel, Singapore. It has also been found out from market research that business travelers do not spend much time in the hotels and they use the hotels only for staying during the nights and most of the other times they are in the business meets or other places. They have also been seen to stay for very shorter times; however, families visiting Singapore for holidays use the hotel extensively and stay for longer periods. The business travelers do not tend to use the hotel facilities such as swimming pools etc., since they do not have much leisure time for themselves when they are on a business trip (Koh, & King, 2017). Families with kids have been seen to utilize more of the hotel resources such as children playrooms etc., and stay in the hotels for longer times. They have also been seen to interact more with the hotel staff.
The Singapore Marriott is extremely customer focused may it be business travelers or families visiting to spend their holidays. The staff is extremely friendly with all its guests ranging from business class elite or premium guests to guests who stay at middle class less expensive rooms. There are some of the vision statements as well as principles that are being followed uniformly by not only the Mariott Singapore but also the entire Marriott group of hotels all across the world. They say, “It’s not a room, it’s a residence”. They also believe in “Master the long trip and thrive on long stays” (Katircio?lu, 2014). As according to the European Foundation for Quality Management (EFQM) Excellence Model, the kind of promise that they do to its customers regarding the premium experience during their stays is being religiously followed by the Marriott staff in Marriott, Singapore. It is ensured that they deliver the promise of the service standards across all verticals of the hotel premises.
The service in the Marriott, Singapore is so designed to meet the needs of its corporate clients as well as all other categories of guests that it has to cater. There are large conference halls within the hotel premises all equipped with excellent technologies and in house features and decorations that make it corporate friendly to host a large number of business meetings as well as conferences all-round the year (Hoque, 2013). There are full kitchens available in the hotel premises as well as the rooftop swimming pools and other amenities that make the hotel services extremely attractive and beneficial for the customers. The in house laundry services including boutique shops and beauty services such as spa etc. make it even more attractive (Hargreaves, 2015). There are facilities such as children’s lay areas and community halls to host social events such as marriages, birthdays etc. that make the hotel premises and the quality of service extremely referable and liked by the customers.
Marriott provides 15 minutes training each day to each of its employees of all departments. The training helps in understanding the essential skills as well as knowledge areas, such as knowledge in culinary, rooms operations, purchasing, which are extremely important for the employees to understand clearly in order to do their respective jobs (Grissemann, Plank & Sperdin, 2013). There is a Gateways program designed for hourly employees in the non-management sector, in which the finance, human resources, public relations as well as the IT employees participate.?
The quality standards are extremely high in the JW Mariott, Singapore and it has been found that the back-end staff in the different department such as the Restaurant staff, Executive Lounge, Pool attendants, Housekeeping, Bellmen is extremely good and everyone is professional I their fields of work. They are extremely friendly and professional with the guests and interact with them in a very helpful manner (Sun & Kim, 2013). A according to the The European Foundation for Quality Management (EFQM) Excellence Model, the employees have been found to be hardworking and dedicated towards the work that they do. There are excellent service standards in term of convenience for the customers based on the strategic location of the hotel (Chua & Banerjee, 2013). It is just by the side of the Esplanade SMRT station by the side of the SunTec shopping mall with the street connected by tunnels.
The service delivery is extremely smooth and the Marriott managers working in the hotel premises ensure that the staff are always at the service of the guests and there is always prompt action taken whenever a customer’s lodge any complaints or grievances during the periods of their stays (Poku, Zakari & Soali, 2013). The executives as well as the help personnel are always at the service of the guests at every corners of the hotel in the different segments such as gymnasium, laundry, children playing area, kitchen etc.
In case of dissatisfied or irate customers who have not been happy with the services or standards of the hotels in the past, the management can come up with flexible policies of monetary compensations or they can even provide complimentary stays for such customers in the future, to order to re gain their trust and faith for future business (Penner, Adams & Rutes, 2013). This is completely under the discretion of the h Marriott management based on terms and conditions that are communicated to the customers.
It is recommended that the Hotel staff are provided better training prior to joining and they have multi lingual skills. Marriot Singapore hosts thousands of guests from different cultural backgrounds. Therefore, it is recommended that the staff be better trained in order to deal with the customers of different cultural background. They can also come up with more varieties in their dishes within the in-house restaurants.
Excellent customer relationship management (CRM) solutions are being used in the work operations to ensure that the feedbacks submitted by the customer at the time of their check out are being carefully studied and analyzed and the concerned departments are working upon the feedbacks (Akincilar & Dagdeviren, 2014). Dissatisfied customers are often provided complimentary stays as well as partial refunds and other forms of monetary compensations by the hotel management as per the situations. This helps them in regaining the customer trust as well as regain repeat business form them in the future.
Marriott international was founded by J. Willard as well as Alice Marriott and was guided by the family leadership for over 90 years (Torres & Kline, 2013). The company is headquartered in Washington D.C.
Arne Sorenson is the president and CEO of Marriott group of hotels presently.
There are innovative management programs for the managers as well as the mid-level employees regarding how to manage the customers (Amin et al., 2013). The management ensures that every employee has a sense of personal as well as professional pride combines with their leadership abilities and are happy doing the job they do.
Conclusion:
Therefore, it can be concluded from the report that even though there are different advantages of the Marriott, Singapore there are still different considerations that has to be taken by the hotel management in order to ensure improved customer satisfaction in the future. The facilities such as the variety of dishes as well as dealing with multi-cultural guests have to be improved further by the staff and they should be appropriately trained on the same. The hotel can see newer heights of success in the future provided it works diligently on the customer feedbacks that it receives.
References:
Akincilar, A., & Dagdeviren, M. (2014). A hybrid multi-criteria decision making model to evaluate hotel websites. International Journal of Hospitality Management, 36, 263-271.
Amin, M., Yahya, Z., Ismayatim, W. F. A., Nasharuddin, S. Z., & Kassim, E. (2013). Service quality dimension and customer satisfaction: An empirical study in the Malaysian hotel industry. Services Marketing Quarterly, 34(2), 115-125.
Chua, A. Y., & Banerjee, S. (2013). Reliability of reviews on the Internet: The case of Tripadvisor. In World Congress on Engineering & Computer Science (pp. 453-457). York.
Grissemann, U., Plank, A., & Brunner-Sperdin, A. (2013). Enhancing business performance of hotels: The role of innovation and customer orientation. International Journal of Hospitality Management, 33, 347-356.
Hargreaves, C. A. (2015). Analysis of hotel guest satisfaction ratings and reviews: an application in Singapore. American Journal of Marketing Research, 1(4), 208-214.
Hoque, K. (2013). Human resource management in the hotel industry: Strategy, innovation and performance. Routledge.
Katircio?lu, S. T. (2014). Testing the tourism-induced EKC hypothesis: The case of Singapore. Economic Modelling, 41, 383-391.
Koh, E., & King, B. (2017). Accommodating the sharing revolution: a qualitative evaluation of the impact of Airbnb on Singapore’s budget hotels. Tourism Recreation Research, 42(4), 409-421.
Martínez, P., & del Bosque, I. R. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89-99.
N. Torres, E., & Kline, S. (2013). From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management, 25(5), 642-659.
Penner, R. H., Adams, L., & Rutes, W. (2013). Hotel design, planning and development. Routledge.
Poku, K., Zakari, M., & Soali, A. (2013). Impact of service quality on customer loyalty in the hotel industry: an empirical study from Ghana. International Review of Management and Business Research, 2(2), 600-609.
Sun, K. A., & Kim, D. Y. (2013). Does customer satisfaction increase firm performance? An application of American Customer Satisfaction Index (ACSI). International Journal of Hospitality Management, 35, 68-77.
Torres, E. N., Fu, X., & Lehto, X. (2014). Examining key drivers of customer delight in a hotel experience: A cross-cultural perspective. International Journal of Hospitality Management, 36, 255-262.
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