The staff
members of every hospitality and tourism organization are its most important
resource. How their work is managed (facilitated) directly impacts the success
or failure of the organization. The basic management process is the same in
almost any type of organization, and it consists of six basic functions that
relate to all resources, including staff members. These functions are listed in
Figure which also provides an example of human resources responsibilities
applicable to each function.

Customer
relationship marketing

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!


order now

The
appreciation of relationship marketing is in building and retaining
long-standing relationships with customers, which has a huge impression for
various organizations in the West. In any case, because of standards and ethnic
modifications, the same term cannot be applied in the local context. This study
is mainly drawn from the data collected through an online survey at five star
hotels in the city of Bangalore. The purpose of this research is to draw the
hoteliers’ attention about relationship marketing and propose the use of this
term for the existing strategies currently used in hotels. The extensive
literature review related to strategies practiced in the hotel industry
supports the mapping of strategies into one distinguished term: Relationship
Marketing. The primary aim of the study is to develop a framework based on
literature for hoteliers to implement and practice the new term in the hotel
industry. The study ends with a blueprint as well as recommendations in using
the new term to enhance customer relationship and loyalty. The proposed of this attempts to
investigate the relationship of employees’ branding, employees’ behaviors and
service quality. There
has been a considerable improvement in the service delivery system of the hotel
industry and the concept of CRM has taken a new dimension and is gaining
momentum in this sector. The present study on CRM concludes that almost all the
owners/managers of the selected hotels in Ludhiana were aware about the CRM
concept and are practicing it in their respective hotels. However, high/medium
tariff hotels are practicing it at a greater extent and low tariff hotels are
practicing it according to their convenience. The companies are undertaking
various activities for acquiring customers, for customer development through personalization
and customization, and for customer retention. Further, CRM practices help the
hoteliers to increase customer satisfaction, win customer loyalty and retain
the customers which results in increased market share and high profitability.
Relationship marketing is a topic that extensively deals with customer
loyalty. By satisfying customers, it is the aim of relationship marketing
to make customers loyal to buy further products from the company and recommend
others to do the same. It is an essential marketing strategy that has to be
used in tandem with almost all products and services today for the parent
company to remain successful. Relationship marketing is one of the areas with
the most expression in the field of marketing, recognized not only by academics
but also by practitioners. Its application in the business world is ever more
visible. It is not only the multiple direct marketing configurations that are
being increasingly utilized and which enter the field (not being restricted to
physical mail) as mobile marketing; rather, it is also the individualization of
products, it is the increasing use of services, it is loyalty programs, and in
fact it is the multiple channels of interaction with the customer. The present
work is an open book of information for newcomers in the hotel sector. This
study is an auxiliary information tool to consider as one of the elements for
service delivery in the hotel sector. This study concept can be applied in
other industries by adding the common secondary terms used in that particular
industry.

 

 

Service communications

Communication may be defined as the
activity aiming to constitute an arrangement to convey information as one of
the fundamental pillars of social life and organizational structure as well as
the activity of forming relationships between organizations and groups. A
healthy communication is needed for people to know and understand each other
better, to create better functioning organizations and to resolve problems
easier (Sabuncuo?lu & Tüz, 2001; Ruck & Welch, 2012). If an adequate
importance is not placed on communication problems in an organization, it may
not be possible, for example, for people to have better relationships within
that organization. Communication has various definitions and descriptions in
the literature. Writers have suggested that communication is the activity of
exchanging messages or thoughts through speaking, pointing or writing; on
reciprocal terms, however, they define it as a message exchange process and
they suggest that communication event happens when messages have been
completely conveyed. Communication has also been defined as the process of
conveying a message containing information from a source to a recipient and has
been indicated to be a term expressing the exchange of feelings and thoughts
between people. Human factor comes forth as the most
important factor for the organizations in hospitality sector due to its
labor-intensive quality. Communication is considered as an important factor in
tourism establishments and especially in accommodation establishments where
human factor is significantly important for the constancy and regularity of the
activity of workers as well as sustainability and efficiency of organizations.
An accommodation establishment which does not use communication channels
properly may not be able to conduct operations regularly and correctly as well,
since this specific sector provides services for human beings by human beings
as a labor-intensive sector. Human beings who are positively or negatively
affected by any behavior, spoken word and attitude make their decisions as a
result of these interactions. And communication is one of the fundamental
characteristics differentiating human beings from all other living creatures
(?ener, 2001; Öztürk & Seyhan, 2005).

Demand and capacity management

Capacity
management is an essential responsibility of the operations function. The
objective is to match the level of capacity to the level of demand both in
terms of quantity (how much) and capability (the skill mix to meet the product/service
specification(Hill, 2000, p. 184). The increasing competition in the hotel market is a great challenge for
hotel managers. Hoteliers are forced to respond, because simply selling
landscape, nature or comfortable hotel beds is no longer sufficient. Hotels
thus need to adopt appropriate strategies in order to succeed. Several strategies are used by hoteliers to ensure the survival and
growth of their hotels through profitability in this competitive era. One of
such strategies is capacity management. Capacity management is
the ability to balance demand from customers and the ability of the service
delivery system to satisfy that demand (Armistead & Clark, 1994).
Demand for hotel rooms, hence, fluctuates annually, weekly,
and daily posing difficulties in predicting demand. Consequently, when dealing
with the issue of fixed capacity, a balance between occupancy rate and average
room rate must be achieved in order to achieve optimal revenue. The focus must
not only be on high occupancy rates, attention must also be paid to the revenue
that is generated. Selling too many rooms at a low rate may not be a good
solution (Inkpen, 1998).

 

Performance measurement

 

•        
An ideal performance management system is one that energizes the people
in an organization to focus effort on

•        
 Improving things that really
matter

•        
One that gives people the information and freedom that they need to
realize

•        
Their potential within their own roles and that aligns their contribution
with the success of the enterprise.

 

Conclusion

There is no pretence that striving
for service excellence is easy, but it is possible to excel as many small and
large enterprises have shown to be the case. However, it is a longer term
journey, one fuelled by passion and commitment, a structured approach, engaged
employees and total customer focus. The principles described here are readily
applicable in any business and should help 
to revise and enhance the existing approach of Identifying service
management excellence .

 

x

Hi!
I'm Erica!

Would you like to get a custom essay? How about receiving a customized one?

Check it out