Tasks
Hotel which chose the application of quality concept as a key factor of success should experience the growth in the satisfaction of customers (guests). That is, the hotel can successfiffly position on the market to gain larger profit (Blesic, Dragin, Ivanovic and Pauelic, 2010).
The manager of Grand Hotel believed the above statements very much and thus used the customized SERVQUAL scale to assess service quality perceptions from the perspective of domestic and international guests. Data were collected in 22 hotels all over the world using a self-administered questionnaire. The range of service quality perceptions items was from 1' (very low perceptions) to 7 (very high perceptions). The mean scores of guests' perceptions ranged from 2.55 to 6.34. Extract of the main results of the descriptive statistical analysis of guests' perceptions in the Grand Hotel are shown in the following table.
|
No.
|
Attributes
|
Mean
|
|
1.
|
Modern-looking equipment
|
6.34
|
|
2.
|
Visually appealing physical facilities
|
6.25
|
|
3.
|
Neat hotel staff
|
4.12
|
|
4.
|
Performing service in the promised time
|
3.25
|
|
5.
|
Visually appealing materials (pamphlets, web-sites)
|
6.32
|
|
6.
|
Interest in solving guests' problems
|
3.12
|
|
7.
|
Service without delays
|
2.55
|
|
8.
|
Providing individual attention
|
3.12
|
|
9.
|
Understanding guests' special needs
|
3.02
|
|
10.
|
Performing services right the first time
|
2.65
|
Respond to the following two tasks base on the given case information.
Task 1:
By using the RATER model (Zeithaml, Parasuraman and Berry, 1990), identify and explain which dimension(s) the domestic and international guests generally considered "satisfied" or "unsatisfied" when they used the Grand Hotel's services.
Task 2:
By measuring the quality ratings for these five dimensions (RATER), the Grand Hotel might improve area(s) that is/are lagging. Recommend short term and long term strategic solutions on specific dimension(s) (RATER) to the hotel manager of Grand Hotel for addressing the customers' dissatisfactions based on your analysis on the good practices of other hotels.
Format of the Report:
1. Word count: 1,750: should not exceed an approximate 10% limit
2. Font Times New Roman Size 12 points
3. line spacing
4. Header and Footer with Title and Page Numbers respectively
5. Single Side Printing on A4 paper
6. Submitted inside a plastic punch pocket - NO STAPLE
7. Coursework Cover Sheet attached