Pier One Sydney Harbour
Discuss about the Hospitality and Tourism Online Reviews.
In hotel hospitality industry, any business organisation has to handle large number of consumers with their diverse choices and resultant behaviours. Therefore, in order to sustain the brand equity and consumer loyalty the organisations should be concerned enough about their operational flaws and consumer satisfaction level in existing service quality and procedure (Solomon, Russell-Bennettvand Previte 2012). In this paper the three well known companies in Hotel and Hospitality industry will be critically examined as per their consumers behaviours, expectation and dissatisfaction. The recommendations to avoid these dilemmas have been made accordingly. For these analysis Pier one Sydney harbour, Sydney harbour Marriott and Sun International Limited undertaken Zambezi Sun have been selected as case studies. The purpose of this paper is to understand the regulators and consumer behaviours and to find out effective strategies. After finding out the effective strategies these organisations should implement the recommended procedures within their work polices, workforce environment and practice.
Pier one Sydney Harbour is a five star hotel situated at the Sidney Harbour as a landmark of that area. It is a part of well-known international hotel chain named Marriott Hotels. This hotel is well known for its long-term brand equity and large segment of loyal consumers. This hotel provides special services for event based booking, residential booking, corporate event arrangement and other. This organisation has their own official website that allows the potential customer to book rooms, halls or to get detail information about the services and the facilities.
In spite of having huge consumer base and high brand equity, there are some flows that have been already identified. As a part of the international Marriott Hotel chain, the consumers have huge expectation from the hotel that increases the responsibility of the management to sustain the perspective of their consumers towards their service. As per the advanced consumer behaviour theory 5 essential phases work under a proper purchasing occurrence (Cohen, Prayag and Moital 2014). Developing perception, identifying the consumer’s demands, motivating the consumer’s choice, Purchasing and post purchasing relationship are the five major components of this consumer behaviour management. Recently, Pier one Sydney Harbour is often experiencing unexpected complaints from their consumer in their official website as well as other consumer feedback websites. Most of these complaints are related to staff behaviour and service quality. Sometimes, guests also complaint about the time management system of their services. In any consumer operation and business environment, the exchange of value brings lots of expectation within the consumer’s psychology (East et al. 2016). When consumers are paying a considerable amount of money to experience the services of elite quality, it is the essential responsibility of the organisation to fulfil the satisfaction of the consumer level completely. As per the current situational analysis it is clear that most of the issues complained against Pier one Sydney Harbour are relies on the workforce management of the organisation. Several possible consequences can cause these dilemma including lack of employee satisfaction, poor operational integrity, week management and leadership control and others.
Sydney Harbour Marriott
In order to recommend for resolving the existing dilemmas a in depth and critical internal research is essential within the organisational function. Along with this research information collection about the consumer-trends and their expectation can be beneficial (Evans, McMeekin and Southerton 2012). On the other hand, the management of Pier one Sydney Harbour should incorporate proper monitoring system to keep the system updated about employee performance and workforce functionality. After finding the appropriate leadership style, the management of the organisation should incorporate best-fit approach within the work environment. At the same time performance recognition, rewarding, attractive appraisal system can improve the overall situation and employee performance. Collecting authentic feedback from the supervisors as well as the co-workers would be very beneficial to gent the authentic and transparent information about the functionality of various departments and their respective workforce (Sigala et al. 2012).
Sydney harbour Marriott is an ideal location, luxury amenities and upscale event venues situated in the heart of the city. The international Marriott Hotel chain directly regulates Sydney harbour Marriott. It is one of the most expensive elite level world-class hotels and luxury venue in Sydney. The consumers of this hotel chain have huge expectation from this hotel as well.
While having huge consumer loyalty and high brand equity, some keyholes have been already identified within the operational system and overall organisational functions. The higher expectation of consumers increases the responsibility of the organisational authority to sustain the consumer’s loyalty and brand reputation with through their top class service. As per the theory of consumer requirement, the demand of the consumers can be segmented into two parts. One of the parts is consumer Needs, which associated with the necessity of the consumers such food quality, enough space, accommodation, punctual service management and other physical and measurable factors (Chen and Tung 2014). On the other hand, the second level consumer requirement is called Expectation that represents the consumer demand about good behaviour from the staffs, cleanliness, appropriate communication, cooperation and other secondary psychological and emotional factors. Recently, Sydney harbour Marriott is often getting unexpected complaints from their consumer in their official website as well as other consumer feedback websites about their services. Most of these complaints breach the consumer Needs as well as the Expectations to some extent (Cantallops and Salvi 2014). Sometimes, guests complaint about the malfunction of lifts, communication problem. On the other hand, lack of hospitality and politeness are hindering the consumer expectation. As per the current situational analysis, it is clear that most of the issues complained against Sydney harbour Marriott are relies on the workforce management and the operational integrity of the organisation. Many possible factors can cause these dilemmas including lack of employee motivation, poor monitoring system, dysfunctional leadership and others.
Sun International Limited
For finding recommendation to solve the existing dilemmas, accurate and efficient internal monitoring and control are needed. Along with this, real-time information collection about the employee satisfaction and operational situation can be beneficial. On the other hand the management of Sydney harbour Marriott should incorporate proper scorecard recondition system in order to implement the appraisal procedure within the workforce. At the same time Sydney harbour Marriott should initiate some essential procurement within the consumer relationship department to keep themselves updated about employee performance as well as consumer behaviour (Miao and Wei 2013). Finding and implementing the appropriate leadership and management style, will be highly beneficial to improve the overall performance of the organisation. Sydney harbour Marriott has already a superior brand reputation in their market segment. Therefore, they should prioritise their consumer relationship operation to meet the necessary needs as well as the seconder expectation of the consumers as a elite class service provider.
I would like to thank you for taking the time to review your recent experience in The Zambezi Sun which is one of the finest hotel and resort service within our authority. I would like to apologise personally for all of the inconveniences you have experienced regarding the lack of cooperation level of facility management and other malfunctioned operation. Hope this latter will find you in good health. I am prying for your immediate recovery from the enormous pains and sufferings that you have experienced. If there is anything we can do further, please do not hesitate to share with us.
It was very unfortunate that we were facing some kind of emergency equipment failure and under the processing of procurement during the same time when we were serving you. I have taken note of your feedback and I will sincerely discuss this issue with our facility and administration manager of Zambezi Sun in order to prevent any kind of discrepancy in future. I am extremely sorry to learn that we were unable to meet your expectation due to the complex policies and compliances of Zambia government and healthcare policies. I sincerely appreciate your valuable opinion about the current situation and your serious concern to guide us to improve our service quality. Please allow us to contact you directly as we would love to discuss your areas of concerns further. At the same time, I am glad to know that some of our staff are competent enough to satisfy our guest with their fine expertise and professionalism. I will certainly take all the necessary procedure to encourage Ms. Suzette Venter for what she has done with her excellence. I will not be letting her work to go in vain. I can assure in near future we have more employees like Suzette Venter, who can serve our guest with extreme efficiency and professionalism. Our ultimate priority is to ensure the safety and wellbeing of our guests.
Recommendations
Once again, I appreciate your feedback and sincerely hope that we will have the opportunity to welcome you and serve you again in the near future. If there is anything we can do, please do not hesitate to share with us.
From the complaint letter of Professor Robert C Ford it is quite clear that there are many issues that are hinder the expectation of the loyal customers of Sun International Limited. Zambezi Sun is one of the major resort and hotel with elite quality of facilities. However, the lack of integrity and the operational anomaly are causing these situations as the case discussed earlier. As per the Maslow theory of motivation, multiple layers of factors work together to generate the consumer expectation and needs from a particular product or service of a recognised brand (Schuckert, Liu and Law 2015). The Maslow Theory or Hierarchical needs emphasise the 5 levels of factors that help to regulate the consumer expectation including physiological factors, sense of safety, feelings of belongings, self esteem and self actualisation. Being a part of international Hotel and Hospitality industry the management of Sun International Limited has the responsibility to take care of these regulatory factors. The lack of management and communicational skill of branch manager of Zambezi Sun is causing the significant declination of brand reputation. In this scenario, the mutual impacts of motivational factors and de-motivational factors can be clearly noticed. While the lack of competence of branch manager and the dysfunctional equipment acted as the de-motivational factors for the guest, the extreme proficiency, and management skill and communication capability increased the effectiveness of motivational factors (Yang, Stamatogiannakis and Chattopadhyay 2015.). When consumers are paying a considerable amount of money to experience the services of elite quality, it is the essential responsibility of the organisation to fulfil the satisfaction of the consumer level completely. Several possible consequences can cause these dilemma including lack of employee satisfaction, poor operational integrity, week management and leadership control and others (Nwankwo, Hamelin and Khaled 2014).
In order to recommend for resolving the existing dilemmas an in depth and critical analysis within the organisational functions is chiefly essential. Apart from the research outcomes and effective information collection, market research about the consumer-trends and their expectation can be equally beneficial to develop the facility and operational management accordingly (Foxall 2014). On the other hand, the management of Sun International Limited and Zambezi Sun should incorporate proper monitoring system to keep the system updated about employee performance, existing operational integrity and the functionality of consumer handling policies. Sun International Limited and Zambezi Sun should also initiate some essential procurement within their policies regarding consumer rights and responsibilities of the authority. After developing the appropriate polices while maintaining the national consumer regulations and healthcare legislations, the management of the organisation should incorporate situational leadership approach within the work environment.
Conclusion
As the recommendation, performance recognition, rewarding, attractive appraisal system can improve the overall situation and employee performance especially for the high performing employees like the hotel clinic nurse Ms. Suzette Venter. Sun International Limited and Zambezi Sun can make a example appraisal of this nurse in order to aware every employees about their responsibilities and expected performance level. At the same time, collecting authentic feedback from the supervisors as well as the co-workers would be very beneficial to gent the authentic and transparent information about the functionality of various departments and their respective workforce (Xie, Zhang and Zhang 2014). Therefore, to solve the existing dilemmas, accurate and efficient internal monitoring and control are needed. Along with this, real-time information collection about the employee satisfaction and operational situation can be beneficial. Sun International Limited and Zambezi Sun has already a superior brand reputation in their market segment. Therefore, they should prioritise their consumer relationship operation to meet the primary needs as well as the secondary expectations of their consumers through top class service providing (Rittichainuwat and Mair 2012).
In conclusive part, it can be said for all of the hotel and hospitality business organisations that in spite of having huge consumer base and high brand equity, there are some significant flows that have been already identified. After finding out the effective strategies, these organisations namely Pier one Sydney harbour, Sydney harbour Marriott and Sun International Limited undertaken Zambezi Sun should implement the recommended procedures within their work polices, workforce environment and practice. All of the consumers have huge expectation from these hotels that increases the responsibility of the management to sustain the perspective of their consumers towards their service. Various consumer behaviour theories can help to identify those needs and expectation of the consumers. From the above discussion, it can be said that the appropriate leadership and management strategy and effective execution can change the performance level and employee satisfaction level of these organisation, which will retain the brand reputation as well as loyal consumer strength.
References:
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