Improving Customer Satisfaction in Glenmore Hotel

Table of Contents

Executive summary 3

Introduction 3

Analysis: Improve the cleanness and comfortable of the room 4

Evaluation of the management and employee of the Glenmore hotel 6

Analysis section 7

References 8

Executive summary

The report will aim to investigate and determining, analyze and find solutions to the major key issues that are currently deteriorating the level of customer satisfaction in Glenmore hotels which is located in Scotland. The report will weigh each because that is affecting the level of customer and provide a procedural and strategic approach to the improvement of the facilities and services in the hotel that might be affecting customer satisfaction. The report will focus on the customer’s complaints that the Glenmore customers give as feedback after having a taste of our services. The report will focus on Housekeeping services, catering services and reception as this are the main pillars of customer satisfaction in any hotel like Glenmore. The recommendation that the report will make will be the best in terms of effectiveness and within the hotel Glenmore’s abilities of cost and compatibility. Improving the facilities that are very crucial in a hotel will also be this reports priority and it will comprise of affordable but effective ways to achieve the best results.

Introduction 

Glenmore hotels has a reputable name in terms of customer satisfaction over the years and the has enjoyed a high customer rating over the years. This good customer satisfaction has always been a deliberate action and strategy by the hotel’s management to be reputable hotel in terms of many forms one of them being customer satisfaction. This has paid well. However, lately customers seem not to be satisfied if their satisfaction ratings of the facilities and services in their stay at the hotel is something to go by. The management understands that the raise in the customer experience across the Glenmore Hotels will play an important and essential role in boosting its publicity to potential customers. Reputable name is the key to success in any business that involves a lot of competition from other players in the field (Bizi, 2016). It is thus very important that the specific problems that the customers are facing be addressed as soon as practically possible. The customer environment is without a doubt a factor that has to be improved. Employees handling of customers is another very vital factor should be considered when it comes to customer’s satisfaction According to the UK survey that was conducted in the year 2013, it is shown that a number of Glenmore Hotels which are the chain of budget hotels in Scotland have a rating that is below the expectations. The score of customer satisfaction from the top 6 hotels shows that no hotel has a score that is more than 80%. The top rated hotel has a rating of only 78%. This is an indication that the customers are not well satisfied with some services and facilities offered by these hotels. For the case of the bottom six hotels, their scores are not pleasing since the highly rated hotel is 57% with the lowest rating being 44%. This is an indication that the services and facilities offered are inadequate.

Analysis: Improve the cleanness and comfortable of the room

Clean and comfortable rooms in any hotel is a vital and very essential in customer satisfaction rating improvement. Glenmore chain of hotels were once very classic and comfortable rooms with the services and facilities of a five-star world class hotels. However, the facilities and services provision have become obsolete and has contributed to the customer satisfaction rating nosedive. In terms of cleanliness out of the total number of customers only 12% are satisfied. Furthermore, only 18% of the total customers are satisfied with the how comfortable the Glenmore rooms are. This rating is by far below average which has even caused the attention of quality assurance bureau of Scotland due to this alarming poor facilities (Dominici, & Guzzo, 2010). This means that the hotels have been neglected for a long time and the aging is not such appealing to the guests. Therefore, the management of these hotels should consider conducting a complete renovation that will aid in improving their appealing. They should improve their appearance in addition to adding new amenities that are of desire to the guest.

Glenmore hotels should ensure that the guest rooms are comfortable and very appealing and inviting. Housekeeping should be vital pillar that in the customer satisfaction pursuit. The management should struggle to attain quality and effective customer satisfaction. One of the recommendation to the management is to install wireless internet routers that will provide safe and fast internet coverage by the customers. This will attract internet dependent customers as they will continue doing their business while at the hotel and even it will make the customer linger in the hotels for long and this will be good news to the Glenmore hotel chain in terms of profit. The internet will also make the customers to enjoy the fast and reliable internet in the hotel. Coffee pot and tea and milk should be available in abundantly in the guest rooms. This may be provided for free to customers who plan to spend a lot of time in the hotel thus this technique will raise revenue and at the same time increase the customer rating to their satisfaction. Other housekeeping facilities is the shower head upgrade by installing modern and efficient shower heads with warm and cold water. Mini-fridge in every guest room is also very essential and should be equipped with basic fridge components like ice and water. 

Catering department is the other area that needs a face lift in terms of many services and facilities under the department. Apart from the food section which without a doubt needs to be at it level best in terms of quality of food and taste without any health issues which can tannish the name of the entire hotel chain. The mattress inspection should be done more regularly before and after the room is occupied but not when the room is occupied so as not to inconvenience the guest and invading their privacy during their stay in the hotel. Rooms condition should also be checked regularly and repairs made in case of any discrepancies with a world class guest rooms condition. The toilet should also be in very good condition and clean. They should provide essential and necessary sanitation that is required by the specific occupant of the guest room depending on the sex, age and originality of the occupant. The trash bin should be emptied on daily basis to prevent bad odors in the guest rooms. According to Han, Kim & Hyun (2011) Guests towels and sheets should also be done regularly on constant time intervals and available anytime the guests need them before changing time.

Reception is another very important as it creates the first impression of the hotel by the customer (Hu, Kandampully & Juwaheer, 2009). Check-in should be very fast and as most of guests who are checking in are tired and need to rest as soon as possible and that should be facilitated by the reception department. A free cup of fresh juice should be offered to new check-ins and make them feel comfortable at all cost and their confidence will be for once increase. Fresh air and pleasing scent should be the air the guest is breathing which will increase the satisfaction level of the customer.

 Evaluation of the management and employee of the Glenmore hotel

Qualities like professional attitudes and pleasing personalities are essential qualities that Glenmore Hotels should consider any employee they hire. Employees are required to possess these skills in addition to learning all aspects related to the assigned job (Jana & Chandra, 2016). Furthermore, the employees must be friendly to the guests and always be ready to cater for their needs when they are after it. Glenmore Hotels must evaluate the new and the existing employees in a periodic manner. The one that is found to be underperforming is supposed to be warned in the first round. But if they maintain the low performance, they are required to be replaced immediately. This will reduce the complaints from the customers on the responsiveness of staff from 9%. The employees are required to be free and open in making decisions.  They should not fear to inform the customers that they are unable to handle a certain need as demanded and direct them to the General Manager. An issue that is likely to arise on the stay of the customers in these hotels should be addressed by the General Manager and the staff of the hotel. A good way of solving these issues is Glenmore Hotels having a staff that is well trained. Empowering their employees to make instant decisions in addition to taking immediate actions is going to solve a number of problems that are surrounding the satisfaction of the customers (Ladhari, 2009).

Analysis section

One thing that should be analyzed about Glenmore is Catering services satisfaction. It is evident that “The catering department is not doing their work correctly”. Evidence data is that only 12% of customers are satisfied with the cleanliness of guest rooms and only 18% are satisfied with how the guest rooms are comfortable.

Another thing that should be analyzed about customers is the housekeeping services and how satisfying they are to them. evidence show that only 9% are satisfied with the house keeping services in place. 

References

Bizi Mubiri, J., 2016. Customer Satisfaction in Hotel Services.

Dominici, G. and Guzzo, R., 2010. Customer satisfaction in the hotel industry: a case study from Sicily.

Han, H., Kim, W. and Hyun, S.S., 2011. Switching intention model development: Role of service performances, customer satisfaction, and switching barriers in the hotel industry. International Journal of Hospitality Management, 30(3), pp.619-629.

Hu, H.H., Kandampully, J. and Juwaheer, T.D., 2009. Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The service industries journal, 29(2), pp.111-125.

Jana, A. and Chandra, B., 2016. Mediating role of customer satisfaction in the mid-market hotels: An empirical analysis. Indian Journal of Science and Technology, 9(1).Ladhari, R., 2009. Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality: An International Journal, 19(3), pp.308-331