The levels of orientation of the customers towards providing effective service to the clients are considered to be an important part of customer focus. This is considered to provide strong levels of contribution to the success of an organization in the industry. The management needs to ensure that different aspects of the organization are first based on levels of customer satisfaction. Development of proper levels of customer satisfaction and service program is considered to be important for the organizational operations. The customer focus needs to be established in such a manner which is helpful for the making everyone happy. Modern organizations consider the customers to be lifeblood of their operations.
The organizations which are not able to fulfil the needs and demands of customers and maintain focus on the cultures and strategies are considered to be complete failures. Productivity levels of the organizations are totally dependent on the satisfaction levels of the customers. The customer focus of organizations depends on the mix of different types of elements which include engagement, attraction, collaboration, satisfaction and retention. Alignment of customers with the organizational operations and processes is also considered to be important for the levels of profitability and productivity.
The analysis which will be made in the report is related to the importance which is provided to customer service by the organizations in service industry. The importance of customer service in the service based industry is thereby considered to be quite high as experience offered to the customers is highly significant. The levels of customer value are thereby based on five major reasons which are discussed further. Providing value to the customers is based on different service programs which are developed by the organizations. The service organizations are also able to operate in the industry with the help of loyal customer base in the industry. Proper development of endorsements is also considered to be helpful for the proper levels of operations of different organizations.
The customer service is based on the ways by which failure of the business activities can be prevented by improving customer service. Tourism industry can be considered to be a primary way which is helpful for the growth of a nation and support the infrastructure of the company as well. Tourism has been able to become a huge driver of different economic activities which are performed within the country. The short term levels of the movement of people to different destinations is a major part of the tourism based process. Tourism based industry provides help to the government based on foreign exchange based activities.
The services which are offered by tourism industry are provided to the tourists or customers in exchange of effective fees. Services which are thereby offered by tourism based industry are intangible in nature as they are mainly based on experiences which are offered to customers. Tourism industry is considered to be a major part of the economic growth which has been shown by Mauritius. The industry has attracted 17.4 million tourists from different international locations in the year 2017. Tourism based industry is thereby highly environment friendly in nature and has developed many programs related to heritage programs. The performance level of tourism sector of Mauritius has been able to break the record which had been developed in the year 2017.
According to Kavoura and Aikaterini, receipts of tourism in Mauritius rose by 3.9% based on the increase in number of visitors in the top 10 markets. Mauritius Tourism Board or STB has thereby reported the record which has been developed with respect to tourism performance. The tourism industry of Mauritius thereby needs to leverage the growth of technology in order to increase the growth levels effectively. The arrivals of tourists in Mauritius had increased by 6.2% from the top markets of Mauritius which include India, China, United States, United Kingdom, Philippines and Vietnam. The industry is however affected by the fluctuations which take place in the global economic operations. The economic growth is thereby considered to be an important part of the tourism industry which operates in Mauritius.
The report will be mainly based on the analysis of a service based organization named Heritage Golf and Spa Resort. The organization will be analysed based on the internal and external environment of operations in the service based on tourism industry of Mauritius. Different objectives which are based on the focus which is provided to customers will be suggested or recommended in the report. The analysis of customers is also a major part of the report which will be based on the different organizational objectives. The report will be able to provide a detailed picture of the marketing mix which is developed by Heritage Golf and Spa Resort in the tourism industry of Mauritius. Services which are thereby offered by the organization to customers or tourists are a major part of the detailed analysis.
The strategies which can be implemented by Heritage Golf and Spa Resort in order to improve its revenues will be analysed as well. The report will be able to provide effective recommendations based on the development of future strategies. The ways by which Heritage Golf and Spa Resort can improve its position in the tourism or service based industry is an important part of the report. The major issues which are being faced by the organization regarding the cost leadership based activities and services provided to customers are a major part of the analysis which is to be made in the report.
Heritage Golf and Spa Resort is a major service based organization which operates in Mauritius. The magic which is a part of this resort is mainly based on the balance which has been developed between friendliness and simplicity. The organization is able to stand out in the tourism industry with the help of its exceptional activities which are performed in order to provide the services to tourists. The services and activities are thereby tailored with respect to the enjoyment levels of the less young and the young people as well. The organization thereby provides unique delights and experiences to the customers in order to increase the profitability levels and loyal customer base as well.
The organization aims at providing different types of services which are combined and various packages are also developed. The all-inclusive luxury package is based on the luxurious experience which is provided to the tourists so that they are able to take full advantage of the beautiful islands. The organization provides facilities for families along with super levels of amenities for the adults and kids. Heritage Golf and Spa Resort is known in the industry for offering vibrant holiday based packages which are related to ground sports and water sports based activities which can help them to experience different thrills. Heritage Golf and Spa Resort is able to provide a cultural experience to the tourists which are aimed at providing a local feel to them. The organization is further able to provide fun experience to the customers who are an important part of the tourism based industry.
The suites and rooms which are offered by Heritage Golf and Spa Resort to the tourists are related to the African influence that is a part of the culture. The rooms have proved to be a perfect blend based on simplicity, warmth and luxury. Heritage Golf and Spa Resort provides different complimentary services which include complimentary kids club and baby club programs and free Wi-Fi based services as well. The organization has implemented the cost leadership based strategy in order to develop different services which are offered to the tourists. Different discount based packages and offers are thereby provided by the organization in order to maintain the loyal customer base.
This is considered to be an important part of the ways by which Heritage Golf and Spa Resort is able to attract new customers or international tourists towards the organization. However, the organization has faced some issues related to costs of services which are offered to tourists and the management of customer data as well. The revenue levels of the organization are affected in a huge manner by the customer reviews and the loyal customer base as well. Heritage Golf and Spa Resort also aims at offering different additional benefits to the tourists which are helpful in the development of loyal customer base. The recreational facilities which are thereby offered by the organization are considered to be an important part of the attraction which has been developed by Heritage Golf and Spa Resort in the tourism based industry.
Situational analysis is considered to be an effective collection of the methods which the managers are able to use in order to analyse the external and internal environment of the organization. Different methods which are thereby used for the purpose of situational analysis include SWOT analysis, PESTLE analysis and Porter’s five forces analysis. The industry in which the organization is able to operate is analysed with the help of different situational analysis frameworks. Proper analysis of the situation is thereby based on the proper development of different marketing strategies. Situational analysis is thereby considered to be the proper continuation of marketing based plan which is developed by the modern organizations.
The analysis of external and internal environment of operations of Heritage Golf and Spa Resort needs to be examined with the help of proper situational analysis based method. The internal environment of Heritage Golf and Spa Resort will be analysed with the help of SWOT framework. On the other hand, the external environment of the resort will be analysed by using the PESTLE framework.
The external environment of Heritage Golf and Spa Resort needs to be analysed in order to develop effective strategies which are totally customer oriented in nature. PESTLE analysis framework can be used in order to examine the external environment in which Heritage Golf and Spa Resort operates.
Political factors – The political environment of Mauritius is able to affect the operations of Heritage Golf and Spa Resort. International relations which are developed by the country are able to affect the tourism industry in a huge manner. The levels of disruption which are present in the political environment can have a major impact on the organizations that are a part of the tourism industry. Issues and disruptions in the air travel can have a major impact on the travel based plans made by tourists. The demands related to accommodation in resorts are affected by the political environment which prevails in the country. Restrictions which are imposed on free speech for the opposition based parties in Mauritius have affected tourism industry in a huge manner.
Economic factors – The growth rate of economy of China and various other markets of Heritage Golf and Spa Resort is a result of the global crisis. The revenues of the tourism industry have reduced and the ability of the tourists to make travel based plans have been reduced. Buying based power of the tourists had decreased due to the economic crisis which has occurred on a global basis. Heritage Golf and Spa Resort offers discount based services to the customers however the levels of revenues can be affected in an adverse manner by economic condition. The organization is not being able to maintain the operating costs in the industry which further leads to the lack of proper revenues.
Social factors – Social condition of the country is able to affect the demands for the services that are offered by Heritage Golf and Spa Resort. The travel based plans which are formed by the tourists are affected by the demands of tourists. Increase in the number of Asian and Chinese travellers is considered to be a result of the changes which have taken place in the social conditions. The cultural changes are thereby able to have a major impact on the travel plans made by different types of tourists. Heritage Golf and Spa Resort is known in the market for the providing the customers with effective cultural environment and experiences as well. The demands for luxurious resorts are important for revenues of Heritage Golf and Spa Resort .
Technological factors – The hotel based business has been affected in a huge manner by the technological changes which have taken place in the environment. The online rental based services provided by different organizations affect the profitability levels of Heritage Golf and Spa Resort in an adverse manner. This puts immense pressure on the organization for providing best levels of services to the customers.
Legal factors – The legal suits which are faced by the tourism based organizations in Mauritius are considered to be a negative factor in case of the operations of Heritage Golf and Spa Resort. The labour based costs have a negative impact on effective operations of Heritage Golf and Spa Resort in the industry.
Environmental factors – The fuel based prices in the country are able to disrupt the operations of Heritage Golf and Spa Resort in the tourism and service based industry. Sudden changes which are experienced in fuel based costs are considered to be highly important for the revenues of the hotel. Increased levels of temperatures from the global warming effects have been able to bring changes in the needs and demands of consumers.
The unstable political and economic condition of Mauritius can be considered to be a major threat to the effective operations of Heritage Golf and Spa Resort. The social and technological condition on the other hand is considered to be quite successful.
SWOT analysis framework is considered to be useful for analysing the internal environment based factors of Heritage Golf and Spa Resort.
Strengths –Heritage Golf and Spa Resort has been able to develop a position in the tourism industry with the help of its services. The performance which has been depicted by the organization in service industry is an important factor that is helpful for Heritage Golf and Spa Resort to maintain the levels of operations. The organization has received effective returns based on different investments which have been made in the operations and packages designed for the customers as well. The levels of reliability on suppliers of Heritage Golf and Spa Resort are high and this has been able to develop the services effectively.
Weaknesses – The ratios of profitability of Heritage Golf and Spa Resort are low that has been considered to be below the industry average. The planning of financial resources has not been done in an efficient manner and the organization can use the liquid assets effectively. Heritage Golf and Spa Resort needs to increase the levels of investment on modern technologies. The expansion based plans of the organization will be facilitated with the help of effective investments. The investments which are currently made on the new technologies are quite effective for development of the organization as a whole.
Opportunities – The online channel which can be formed by Heritage Golf and Spa Resort can be used as a major level of opportunity for improving the profitability levels of the organization. The free cash flow is a major opportunity which can be helpful for making an investment in different operations. The pricing based strategy of Heritage Golf and Spa Resort can be developed in order to ensure the profits of the organization. The core competencies of Heritage Golf and Spa Resort are helpful in ensuring the high levels of success.
Threats – Intense levels of competition which are faced by the organization in growing tourism industry is a major threat to its operations. The competitors of Heritage Golf and Spa Resort have started implementing different new technologies and posed a major threat to the profitability of the organization. The rise that has been seen in the costs of raw materials had affected the costs based in different levels of operations. The organization thereby needs to develop packages in such a manner which is helpful for decreasing the operating costs and increasing profitability based margins.
The major weakness of Heritage Golf and Spa Resort has been low levels of profitability due to high operating costs and its strength on the other hand is based on the strong cash flow and high returns on capital as well. The organization is provided with huge growth based opportunities in the tourism industry due to availability of technological capabilities.
First objective – The organization has implemented cost leadership based strategy in order to operate profitably in the industry. However, this has resulted to the lack of proper levels of profits. The management thereby needs to form some packages which are based on different needs of the premium customers. The link which is established by customers with the price and quality of services needs to be considered by the management in order to operate in the industry.
Second objective – The data of customers are not managed in an efficient manner by the organization. This is a major disadvantage for the operations of Heritage Golf and Spa Resort in the industry. The company thereby needs to maintain the loyal base of customers by providing them with effective services. The services that will be offered to the premium customers need to be based on their choices. The management of data will be helpful for the organization in order to understand the needs and demands of customers.
Third objective –The third major objective which has been decided by the organization is based on the ways by which relationship with the customers can be improved. The proper of social media pages is thereby considered to be important for the effective profitability levels of the organization. The organization will be able to interact with the loyal customers in such a manner which help them to understand them effectively. The management will be able to develop the packages based on the opinions which are provided by the customers. The tourists will also be able to provide their feedback based on different services that are offered to them. This will be able to play a key role in proper development of the organizational operations in the tourism based industry.
The three objectives which have been suggested in the report are highly customer focussed in nature and are able to increase the levels of profitability and revenues of the organization. The organization will be able to maintain its position in the tourism based industry with the proper assistance which is provided by the interaction with customers who are considered to be the most important part of its operations. The fulfilment of these objectives is thereby considered to be highly effective for the organizational operations.
As opined by Kumar, the business prospects of a business enterprise depend to a great extent on the customer base which it has selected for purpose of selling the products or the services offered by it. More importantly, Morrison is of the viewpoint that it also necessary for the contemporary organizations to take the help of different kinds of customer analysis framework to understand the basic needs or the expectations from the products or services which are being offered by an organization. Furthermore, it is essential for the organizations to integrate these needs or the expectations of the customers within the framework of the products or services offered by them to the customers. Thus, it can be said that the current services or products offered by the organizations depend to a great extent on the nature or the kind of customer base that the concerned organization is catering to.
The primary customer base of the “Heritage Golf and Spa Resort” are the individuals belonging to the age bracket of 25-54 years old who like to travel and explore new places. In addition to this, the overall customer base of the concerned resort organization can be segregated into two distinct categories, namely, the domestic and the international customers. Furthermore, to the domestic customer base of the resort organization under discussion here belong to the native citizens of Mauritius who not only like lead a luxury lifestyle but at the same time like to travel. On the other hand, the foreign customer base of the concerned resort organization refers to the foreign individuals who like to explore the picturesque beauty of the nation of Mauritius and also explore its culture at first hand. Thus, it can be said that the services delivered by the resort organization under discussion here intends to cater to the interests of these two customer demographics.
Tamwatin, Trimetsoontorn and Fongsuwan have stated for an effective analysis of the customers who are related to a particular organization, the concerned organization needs to take into effective consideration five factors, namely, customer type, decision making process, number of customers, value drivers and customer base products offered by the organization. An analysis of the customers of the resort organization under discussion here on this framework would reveal the following results-
As mentioned there are two major types or kinds of customers that the concerned resort organization of Mauritius gets, namely, the domestic customers and the international customers. The domestic customers of the organization refer to the native citizens of the nation who like to opt for the services offered by the resort during their holidays and also to pass their leisure time in an effective manner. On the other hand, the foreign customers of the resort under discussion here are the ones which bring this resort the maximum amount of revenue and thereby profit.
As opined by So et al., the major factor which determines the success or the failure of an organization is the kind of products or services that the concerned organization offers to the customers who are associated with it. In this regard, it needs to be said that the resort under discussion here offers a plethora of services to the customers like hospitality services, golf course wherein the customers can play golf, spa services and others. In addition to these core services, there are other kinds of supplementary services as that the resort under discussion here offers to the customers like free WiFi, pool and wellness services, arcade games, babysitting, currency exchange services, wheel chairs, gift shops, free parking and others.
In the contemporary business world, it is seen that the decision making process of the customers whether they would opt for the services or the products offered by a particular organization depends to a great extent on the factors of diversification of products or services, their quality, cost effectiveness and others. In this regard, it needs to be said that the wide range of services offered by the concerned resort is one of the major reasons for the extensive success that the resort has been able to gain in the recent times. More importantly, it is seen that the hospitality services offered by the concerned resort are cost effective in comparison to the ones offered by the other organizations. These factors have influenced the decision making process of the customers in a substantial manner and the net result of this is the fact that the customers regularly tend to opt for the services offered by the resort under discussion here.
The nation of Mauritius in the year 2017 welcomed more than 1.3 million international tourists and out of this more than 43.2% of the people opted for the services offered by the resort under discussion here. In addition to this, it is seen that the local citizens of the nation under discussion here contribute more than 59.6% of the annual revenue or profit earned by the resort.
The primary factors which motivate the customers to opt for the services offered by the resort under discussion here is the plethora of core as well as supplementary services offered by the resort. In addition to this, it is seen that the resort only charges £276 per night (two sharing) which is much lower than the ones charged by the other resort organizations of the nation. Furthermore, the supplementary services like babysitting, special entertainments organized by the resort and others also are the core value drivers which motivate the customers to opt for the services offered by the resort under discussion here.
Goorah and Panchoo are of the viewpoint that the marketing mix can be seen as a conglomeration of marketing tools which are being used by the business enterprises for the achievement of the marketing objectives that they have devised. This is important since the revenue or profit earned by an organization depends to a great extent on the effectiveness as well as efficiency with which they are being able to achieve the marketing objectives that they have formulated.
The organization under discussion here belongs to the hospitality sector and the major services offered by the resort can be divided into two categories, namely, the core services and the supplementary services. The core services offered by the resort under discussion here are the food, lodging and other related services. On the other hand, the supplementary services offered by the resort are entertainment activities, free WiFi, babysitting services, wheel chair services for the elderly and physically challenged tourists, gift shops and others. In addition to these, it is also seen that the resort offers transportation services to the customers from the airports to their resort and also from their resort to the other nearby tourist destinations. More importantly, the resort at the same time organizes various kinds of cultural activities wherein the customers get to experience the native culture of Mauritius at first hand. It is this diversity of hospitality that the concerned resort offers to the customers which has enabled it to gain a substantial amount of success in the recent times.
Heritage Golf and Spa Resort follows the pricing strategy of cost leadership for the hospitality services that they offer to not only the domestic customers but also the international customers as well. As a matter of fact, it is seen that the resort charges only £276 per night (two sharing) in comparison to the average £350 per night (two sharing) which is being charged by the other major resorts of the nation under discussion here. However, the use of this pricing strategy is adversely affecting the annual revenue earned by the resort under discussion here. For example, it is seen that because of the wide range of supplementary services which are being offered by the resort, the operational cost of the resort is very high and thus in order to enhance the margin of profit earned by it, the organization would either have to increase the service price charged by them from the customers or else reduce the operational costs incurred by them.
The majority of the services offered by the resort under discussion here are confined within the premises of the resort which is located at “Domaine De Bel Ombre 61002, Bel Ombre – Mauritius”. However, in the recent times, it is seen that the resort has formed active relationships with the different tourist destinations of the nations and thus they have extended their services which was in the earlier times confined within the resort to the various tourist destinations as well. This extension of services offered by the resort under discussion here is likely to not only enable the resort to extent its existing customer base but at the same time help to increase the profit which is being earned by them.
The majority of the services offered by the resort under discussion here are intended for the domestic customer and also the international customers. In addition to this, it is seen that the services offered by the resort are segregated on the basis of the kind of customers whom the resort serves. For example, for entertaining the international customers, the resort organizes various kinds of cultural events and entertainment events wherein these international customers get to experience the culture and its traditions at first hand. On the other hand, for the domestic customers, the resort offers various kinds of services like spa, golf and others. However, at the same time, it needs to be said that there is no strict demarcation between the services which are intended for the international tourists and the ones that are intended for the domestic customers since both of these customers have the discretion to opt for which ever services that they want to use.
The resort under discussion here follows the “brick and mortar” process of business and thus the customers who wish to opt for the services offered by the concerned resort had to physically visit the resort. More importantly, the focus of the resort is on effective resort and customer relationship and thus the employees of the resort are required to undergo various kinds of training programs so as to enable them to handle the customers in a much effective manner. It is pertinent to note that this process used by the resort under discussion here has not only enabled it to maintain an effective relationship with its various customers and thereby enhances the experience of the customers in a positive manner but at the same time has helped it to earn an enhanced amount of revenue as well.
The major services offered by the resort are centered round the natural beauty of the nation of Mauritius itself. For example, it is seen that the resort is located near the beach and thus the resort under discussion here actively takes the help of this favorable physical environment to enhance the quality of services offered by them to the customers. In addition to this, in the recent times, it is seen that the resort has formed active relations with the different tourist destinations of the nations and they are being used by the concerned resort to enhance the appeal as well as the quality of services offered by the resort to the customers.
The resort for the effective promotion as well as the marketing of the services offered by them to the customers takes the help of both traditional and modern means of promotion. For example, it is seen that the resort taking the help of the traditional means of promotion as well as marketing takes the help of various domestic, national and international newspapers, magazines and others to promote and market the services offered by them. On the other hand, in the recent times, it is seen that the resort under discussion here has started to use the digital marketing strategy for the effective promotion as well as marketing of the hospitality services offered by them to the guests. In this regard, it needs to be said that the resort takes the help of various kinds of social networking websites to not only convey information regarding the existing services that they offer to the guests but also the ones which they are planning to offer in the future times. More importantly, the resort actively uploads information regarding the cultural as well as entertainment events that they are organizing along with the reviews of the existing guests to enhance the appeal of the services offered by them. The effectiveness of these diverse promotional and marketing methods used by the resort becomes apparent in the extensive success that the resort under discussion here has been able to attain in the recent times.
As opined by Ryan the increasing competition within the business world has made it imperative for the organizations to subjectively as well as objectively analysis the nature as well as quality of services which are being offered by them to the customers. This is important since the services or the products which are being delivered by a particular organization to the customers need to be in synchronicity with the demands as well as the expectations of the customers. An analysis of the customer services which are being offered by the Heritage Golf and Spa Resort to its customers would reveal the following facts-
The mission of the Heritage Golf and Spa Resort is to offer the best quality hospitality services to the customers and that at a very reasonable price. The resort for the attainment of this objective takes the help of the cost leadership strategy through which it aspires to offer the best quality services to the customers and that too at very affordable prices. More importantly, the focus of the resort is on offering effective positive customer experience to the guests. For the attainment of this, the employees of the resorts are provided regular training programs wherein they are taught to understand not only the expectations of the guests but also the kind or quality of services that they are expecting the resort and its employees to offer them. In addition to this, the employees of the resort are also required to have cultural competence so that they are being able to handle not only the domestic customers that they get but at the same time the numerous international customers that form a part of their clientele. Furthermore, for the purpose of offering the best quality guest experience to the customers, the resort authorities provide various kinds of entertainment services and other kinds of services to the guests so that they are being to enjoy their stay at the resort in the best possible manner. The unprecedented success that the resort under discussion here has been able to attain in the recent times can be attributed to the effective use as well as the fulfillment of these customer objectives that the resort is currently using for the services that they deliver to the customers.
The major services that the concerned resort offers to the guests can be categorized on the basis of the nature of customers that they cater to, namely, the domestic and the international customers. For example, as earlier mentioned the primary objective of the domestic customers is to get the best quality recreational services which are totally different from the ones that they normally experience in their daily lives. On the other hand, the major objective of the international customers is to experience the multicultural society of Mauritius in the best possible manner and thus in order to introduce them to the national culture of the nation under discussion here the resort organizes various kinds of cultural and entertainment shows. More importantly, it is seen that the services offered by the resort under discussion here are way above the standard core as well as supplementary hospitality services offered by the other resort or resorts of the nation. For example, it is seen that there are very few resorts or resorts in the nation under discussion here which offer free WiFi, golf course, spa services, babysitting, elderly care services, wheelchairs for the elderly and physically challenged guests and other similar services to the guests who take the help of the services offered by them to the customers. In this regard, a competitor analysis of the resort under discussion here with the other hospitality service providers in the nation would reveal insightful information.
|
Services |
Heritage Golf and Spa Resort |
The Oberoi, Mauritius |
20 Degrés Sud |
|
Resort Type |
5 Star |
5 Star |
4 Star |
|
Babysitting services |
Yes |
No |
No |
|
Services for elderly and physically challenged guests |
Yes |
No |
No |
|
Free WiFi |
Yes |
Yes |
Yes |
|
Entertainment and other kinds of cultural activities |
Yes |
Only entertainment activities |
Only entertainment activities |
|
Spa services |
Yes |
Yes |
No |
|
Golf course |
Yes |
No |
No |
|
Guest Rating (on a scale of 0-5) |
4.9 |
4.9 |
4.6 |
The Heritage Golf and Spa Resort in order to offer the best quality hospitality services to the guests who take the help of the hospitality services offered by them takes the help of seven different customer service strategies. They are-
For the implementation of these objectives the resort under discussion needs to make several modifications within the existing policies that they are using currently. Some of the most important ones are listed below on the basis of their priority-
|
Major deliverables |
Timeline |
|
Enhancement of the customer experience |
1-3 months |
|
Obliteration of the causes because of which the guests face inconveniences |
1-2 months |
|
Professionalization of the hospitality services offered by the resort and its employees |
1-6 months |
As opined by Rahimi and Kozak, the overall business prospects of a business enterprise depends to a great extent on the effectiveness as well as efficiency with which the enterprise is being able to manage a working professional relationship with its different customers. Padilla-Meléndez and Garrido-Moreno are of the viewpoint that the major focus of an organization during the formulation of an effective customer relationship management strategy should be on the three entities, namely, people, technology and processes. It is pertinent to note that the Heritage Golf and Spa Resort for the effective management of its different customers also take the help of these three entities.
The Heritage Golf and Spa Resort for the management of an effective relationship with the different customers take the help of different kinds of strategies like technology focused strategy, people focused strategy and process focused strategy. For example, it is seen that the resort under discussion here takes the help of various kinds of social media tools for the management of effective relationship with the customers. More importantly, it is seen that the concerned resort offers support as well as guidance to the guests not only before they opt for the services offered by the resort but also during their stay in the resort and also post their departure as well. In this regard, it needs to be said that the concerned resort has a separate team of employees whose primary responsibility is to answer the queries of the guests but before they opt for the services offered by the resort and also after it. Furthermore, the various employees of the resort while the guests are using the services offered by the resort try to behave in polite as well as professional manner with the guests and cater to all their needs.
The resort also follows a people focused strategy for the management of an effective relationship with the different guests of the resorts. For example, unlike the other organizations whose primary objective is to make the most profit, this resort organization aspires to provide the best quality experiences to the guests. Thus, while the guests are inside the resort special care is being undertaken by the employees of the resort to ensure the fact that they do not face any kind of inconvenience and also all their needs are being fulfilled in the best possible manner. In addition to this, similar kinds of services are also being offered to the customers both before and after they actually opt for the hospitality services offered by the concerned resort. More importantly, the resort, at the same time takes the help of a process focused strategy for the management of an effective relationship with the different customers of the organization. This strategy just like the other two strategies outlined above intends to enhance the experience of the customers who are opting for the services offered by them in a positive manner.
There are various measures or recommendations that the Heritage Golf and Spa Resort can use for the improvement of the quality of services offered to the customers and to enhance their business prospects. Some of the most important ones are listed below-
Conclusion
The Heritage Golf and Spa Resort needs to conduct a feasibility analysis of the four recommendations before the use or the implementation of these measures. A feasibility analysis of the four recommendations reveals the fact that making the right kind of decisions to proceed forward or improve the services offered by the resort is not always simple. Secondly, the resort at the same time needs to analysis the possible options which are available to them and then select the best course of action. Thirdly, it is likely that during the implementation of these recommendations the resort is likely to face various obstacles and thus it is important for them to formulate various kinds of contingency plans beforehand. Lastly, the resort needs to effectively calculate the risks as well as rewards which will be associated with the use of all these measures or recommendations and then select the ones that are likely to maximize the rewards and minimize the risks.
To summarize, the contemporary business world has become much more complex than the ones of the earlier times and because of this, the modern organizations need to take into effective consideration various factors for the conduct of business. For example, the organizations need to effective analyze the business environment in which they are operational and on the basis of this formulate the kind of strategies which are likely to maximize the opportunities and minimize the threats faced by them. More importantly, the contemporary organizations, at the same time, needs to formulate effective marketing objectives on the basis of the results of the business environment and also the nature of services that they are offering to the customers. The effective use of extended marketing mix is likely to offer various kinds of benefits to the organizations in this regard for the achievement of the marketing objectives that they have formulated. An analysis of the customers is also important in this regard since the organizations needs to have an effective understanding of the demands or the expectations of the customers whom they are serving. Furthermore, the organizations at the same time need to formulate effective customer objectives and also take the help of various kinds of strategies for the achievement of these objectives. These aspects of the contemporary business world and also modern organizations become apparent from an analysis of the Heritage Golf and Spa Resort.
References
AlBattat, Ahmad Rasmi, Ahmad Puad Mat Som, and Abdullah Saleh Helalat. “Higher dissatisfaction higher turnover in the hospitality industry.” International Journal of Academic Research in Business and Social Sciences 4, no. 2 (2014): 45-52.
Albayrak, Tahir, Meltem Caber, and Ebru Kadriye Öz. “Assessing Recreational Activities’ Service Quality in Hotels: An Examination of Animation and Spa & Wellness Services.” Journal of Quality Assurance in Hospitality & Tourism 18, no. 2 (2017): 218-234.
Ali, Faizan, Kashif Hussain, Rupam Konar, and Hyeon-Mo Jeon. “The Effect of Technical and Functional Quality on Guests’ Perceived Hotel Service Quality and Satisfaction: A SEM-PLS Analysis.” Journal of Quality Assurance in Hospitality & Tourism 18, no. 3 (2017): 354-378.
Brien, Anthony, Nicholas J. Thomas, and Eric A. Brown. “How hotel employee job-identity impacts the hotel industry: The uncomfortable truth.” Journal of Hospitality and Tourism Management 31 (2017): 235-243.
Dedeo?lu, Bekir Bora, and Halil Demirer. “Differences in service quality perceptions of stakeholders in the hotel industry.” International Journal of Contemporary Hospitality Management 27, no. 1 (2015): 130-146.
Domínguez Vila, Trinidad, Elisa Alén González, and Simon Darcy. “Website accessibility in the tourism industry: an analysis of official national tourism organization websites around the world.” Disability and rehabilitation 40, no. 24 (2018): 2895-2906.
Forsyth, Peter. “Tourism and aviation policy: exploring the links.” In Aviation and Tourism, pp. 103-112. Routledge, 2016.
Goorah, V., and S. Panchoo. “Business model innovations transforming the hotel industry and its implications for small and medium hotels in Mauritius.” Pertanika Journal of Social Sciences & Humanities 25, no. 4 (2017): 1529-1544.
Gowreesunkar, V., and M. Sotiriades. “Entertainment of leisure tourists in island destinations: Evidence from the Island of Mauritius.” African Journal of Hospitality, Tourism and Leisure4, no. 2223 (2015): 1-19.
Henderson, J. “Integrated resorts and tourism: A Mauritius perspective.” Asia-Pacific Journal of Innovation in Hospitality and Tourism 5, no. 2 (2016): 191-208.
Henderson, Joan C. “Destination development and transformation: 50 years of tourism after independence in Singapore.” International Journal of Tourism Cities 1, no. 4 (2015): 269-281.
Henderson, Joan C. “Local and traditional or global and modern? Food and tourism in Singapore.” Journal of Gastronomy and Tourism 2, no. 1 (2016): 55-68.
Heritageresorts.mu. 2018. “Heritage Resorts – Luxury Beach Resorts & Villas In Mauritius – The Best 5-Star All Inclusive Hotel In Mauritius With Golf And Spa | Heritage Awali Golf & Spa Resort”. Heritage Resorts – Mauritius. https://www.heritageresorts.mu/mauritius-hotels/awali-all-inclusive-resort.
Jasinskas, Edmundas, Dalia Streimikiene, Biruta Svagzdiene, and Arturas Simanavicius. “Impact of hotel service quality on the loyalty of customers.” Economic research-Ekonomska istraživanja 29, no. 1 (2016): 559-572.
Juwaheer, T. D., R. Nunkoo, S. Pudaruth, and H. Seeboo. “Analyzing sustainable tourism practices for the hotel industry of Mauritius.” In 4th Advances in Hospitality & Tourism Marketing & Management Conference, Mauritius, 25-27 June 2014, pp. 795-838. University of Mauritius, 2014.
Kandampully, Jay, Tingting Zhang, and Anil Bilgihan. “Customer loyalty: a review and future directions with a special focus on the hospitality industry.” International Journal of Contemporary Hospitality Management 27, no. 3 (2015): 379-414.
Kao, Chiu-Ying, Sheng-Hshiung Tsaur, and Tsung-Chiung Emily Wu. “Organizational culture on customer delight in the hospitality industry.” International Journal of Hospitality Management 56 (2016): 98-108.
Kavoura, Androniki, and AikateriniStavrianea. “Economic and social aspects from social media’s implementation as a strategic innovative marketing tool in the tourism industry.” Procedia Economics and Finance 14 (2014): 303-312.
Khodakarami, Farnoosh, and Yolande E. Chan. “Exploring the role of customer relationship management (CRM) systems in customer knowledge creation.” Information & Management 51, no. 1 (2014): 27-42.
Kim, MiRan, Christine A. Vogt, and Bonnie J. Knutson. “Relationships among customer satisfaction, delight, and loyalty in the hospitality industry.” Journal of Hospitality & Tourism Research 39, no. 2 (2015): 170-197.
Kirá?ová, Alžbeta, and AntonínPavlí?eka. “Development of social media strategies in tourism destination.” Procedia-Social and Behavioral Sciences 175 (2015): 358-366.
Kumar, Vineet, and Werner Reinartz. Customer relationship management: Concept, strategy, and tools. Springer, 2018.
Kurtulmu?o?lu, Feride Bahar, and Fatma Pakdil. “Combined analysis of service expectations and perceptions in lodging industry through quality function deployment.” Total Quality Management & Business Excellence 28, no. 11-12 (2017): 1393-1413.
Lean, HooIHooI, SIO HING CHONG, and CHEE-WOOI HOOY. “Tourism and economic growth: Comparing Malaysia and Singapore.” International Journal of Economics & Management 8, no. 1 (2014).
Lee, Donna, Mark Hampton, and Julia Jeyacheya. “The political economy of precarious work in the tourism industry in small island developing states.” Review of International Political Economy 22, no. 1 (2015): 194-223.
Lee, Sean, Ian Phau, Michael Hughes, Yu Feng Li, and Vanessa Quintal. “Heritage tourism in Mauritius Chinatown: A perceived value approach to authenticity and satisfaction.” Journal of Travel & Tourism Marketing 33, no. 7 (2016): 981-998.
Morrison, Alison. “Hospitality research: legacies and futures.” Tourism management perspectives 25 (2018): 189-192.
Naidoo, Perunjodi, and Richard Sharpley. “Local perceptions of the relative contributions of enclave tourism and agritourism to community well-being: The case of Mauritius.” Journal of Destination Marketing & Management 5, no. 1 (2016): 16-25.
Nazir, Sanaullah, Sheraz Khan, Raja Ahmed Jamil, and Qazi Shujaat Mehmood. “Impact of customer relationship management on customer satisfaction in hoteling industry.” Journal of Management Info 2, no. 2 (2015): 8-12.
Oogarah-Hanuman, Vanisha, and Visvanathan Naicker. “Developing a CRM conceptual framework for the Mauritian Hotel Industry.” African Journal of Hospitality, Tourism and Leisure 5, no. 2 (2016): 1-14.
Padilla-Meléndez, Antonio, and Aurora Garrido-Moreno. “Customer relationship management in hotels: examining critical success factors.” Current Issues in Tourism 17, no. 5 (2014): 387-396.
Prayag, Girish, and Sameer Hosany. “Human resource development in the hotel industry of Mauritius: myth or reality?.” Current Issues in Tourism 18, no. 3 (2015): 249-266.
Prayag, Girish, Saman Hassibi, and Robin Nunkoo. “A systematic review of consumer satisfaction studies in hospitality journals: conceptual development, research approaches and future prospects.” Journal of Hospitality Marketing & Management (2018): 1-30.
Pulido-Fernández, Juan Ignacio, Lidia Andrades-Caldito, and Marcelino Sánchez-Rivero. “Is sustainable tourism an obstacle to the economic performance of the tourism industry? Evidence from an international empirical study.” Journal of Sustainable Tourism 23, no. 1 (2015): 47-64.
Purwomarwanto, YunitazariLaksmi, and Jayalakshmy Ramachandran. “Performance of tourism sector with regard to the global crisis-a comparative study between Indonesia, Malaysia and Singapore.” The Journal of Developing Areas49, no. 4 (2015): 325-339.
Radojevic, Tijana, Nemanja Stanisic, and Nenad Stanic. “Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry.” Tourism Management 51 (2015): 13-21.
Rahimi, Roya, and Metin Kozak. “Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain.” Journal of Travel & Tourism Marketing 34, no. 1 (2017): 40-51.
Rahimi, Roya. “Customer relationship management (people, process and technology) and organisational culture in hotels: Which traits matter?.” International Journal of Contemporary Hospitality Management 29, no. 5 (2017): 1380-1402.
Ryan, Chris. “Trends in hospitality management research: a personal reflection.” International Journal of Contemporary Hospitality Management 27, no. 3 (2015): 340-361.
Tan, Garry Wei-Han, Voon Hsien Lee, Binshan Lin, and Keng-Boon Ooi. “Mobile applications in tourism: the future of the tourism industry?.” Industrial Management & Data Systems 117, no. 3 (2017): 560-581.
Tan, Siow-Hooi, and Siow-Kian Tan. “Are shocks to Singapore’s tourist arrivals permanent or transitory? An application of stationarity test with structural breaks.” Current Issues in Tourism 17, no. 6 (2014): 480-486.
Tan, Siow-Hooi, Muzafar Shah Habibullah, Siow-Kian Tan, and Shay-Wei Choon. “The impact of the dimensions of environmental performance on firm performance in travel and tourism industry.” Journal of environmental management 203 (2017): 603-611.
Todd, Louise, Anna Leask, and Alan Fyall. “Destination competitiveness: A comparative study of Hong Kong, Macau, and Singapore.” Tourism Analysis 20, no. 6 (2015): 593-605.
Wang, Dan, HweeLeng Chan, and Steve Pan. “The impacts of mass media on organic destination image: A case study of Singapore.” Asia Pacific Journal of Tourism Research 20, no. 8 (2015): 860-874.
Wu, Shou-Tsung, and Yeong-Shyang Chen. “The social, economic, and environmental impacts of casino gambling on the residents of Macau and Singapore.” Tourism Management 48 (2015): 285-298.
Zervas, Georgios, DavideProserpio, and John W. Byers. “The rise of the sharing economy: Estimating the impact of Airbnb on the hotel industry.” Journal of Marketing Research 54, no. 5 (2017): 687-705.
Essay Writing Service Features
Our Experience
No matter how complex your assignment is, we can find the right professional for your specific task. Contact Essay is an essay writing company that hires only the smartest minds to help you with your projects. Our expertise allows us to provide students with high-quality academic writing, editing & proofreading services.
Free Features
Free revision policy
$10Free bibliography & reference
$8Free title page
$8Free formatting
$8How Our Essay Writing Service Works
First, you will need to complete an order form. It's not difficult but, in case there is anything you find not to be clear, you may always call us so that we can guide you through it. On the order form, you will need to include some basic information concerning your order: subject, topic, number of pages, etc. We also encourage our clients to upload any relevant information or sources that will help.
Complete the order form
Once we have all the information and instructions that we need, we select the most suitable writer for your assignment. While everything seems to be clear, the writer, who has complete knowledge of the subject, may need clarification from you. It is at that point that you would receive a call or email from us.
Writer’s assignment
As soon as the writer has finished, it will be delivered both to the website and to your email address so that you will not miss it. If your deadline is close at hand, we will place a call to you to make sure that you receive the paper on time.
Completing the order and download