MKTG208 Services Marketing Management Essay

Why is it important to understand customer expectations and how does this relate to service design, service implementation, and customer satisfaction?

Answer:

Introduction

The development of organizations is dependent on the identification of the needs of the customers. The satisfaction of the customers is dependent on the quality and the utility derived from the products and the services that are designed by the business (Kao, Tsaur and Wu 2016). Therefore, organizations formulated different strategies through which the customer satisfaction can be maximized by assessing the expectations of the clients relating the quality and different standards that are set by the same. The product and service proposition of businesses exemplifies a thorough study of the expectations of the customers as per the market propositions. In this context, the report will be focusing on the studying the service offerings of Hyatt Regency, Sydney, in conjunction with the customer expectations. The different strategies that are undertaken by the Hyatt Regency have contributed to the competitive advantage of the same while maintaining their standards as per the needs of the customers.

The purpose for undertaking the research is to identify the different service offerings of the concerned Hyatt Regency in the hospitality industry and thereby define different standards relating to the expectations of the customers. It will be helping to understand the diverse customer retention strategies that might be undertaken by the business while operating in the globalized market scenario.

Degree of simultaneity of the operations that are undertaken by the business are mostly dependent on the identification of the needs of the customers. The services that are offered by the Hyatt Regency relating to 24-hour Room Service, Business Centre, Conference rooms, Free Wi-Fi setup, Executive Lounge and the like. The likelihood of co- occurrence of the events at the same time is predefined as per the needs of the customers (Manhas and Tukamushaba 2015). Hyatt Regency’s understanding of scheduling the services will be based on the assessment of the expectations of the customers. It will be helping the business in adhering to the interests and the expectations of the clients.

The different services that are offered by the Hyatt Regency, Hyatt Regency, Sydney, are based on the assessment of the expectation of the customers. The operations and service offerings of the business is categorized under the different propositions of the business like rooms, area attractions, dining and the special events (Lu et al. 2015). The categorization of the services provided by the Hyatt Regency depends on the assessment of the customer demand. The tangible propositions of the business are related to the quality of the foods and beverages, room ambience and the smoke free zones helps in enhancing the experience of the clients. On the other hand, the intangible nature of the services relating to the behavior of the hotel staff and the 24- hour room service along with free WiFi and other amendments adds to the value that is being proposed by the business as per the expectations of the clients. It has helped the Hyatt Regency in retaining the valued customers of the business (Horng et al. 2016).

The continuous improvement in the services that are proposed by the Hyatt Regency aims at undertaking customization of the services as per the needs of the customers while operating on the expectations of the clients. It has helped the business in retaining the customer base of the business. The people and possession processing of the business is dependent on the assessment of the diverse needs of the customers (Bruns-Smith et al. 2015). Customization of the offerings of the business and standardization of the processes as per the global and the customer set attributes has helped the business in maintaining their competitive edge while operating in the globalized markets. The implementation of hi- tech information systems in the business has helped in enhancing the operations through a detailed study of the customer expectations.

Managing Customer Expectations

Critical incidents play a major role in framing the organizational support systems as it influences the brand image of the business. The management of customer expectations are based on establishing proper communication with the clients, which will be helping the business in maintaining their standards as per the objectives of retaining the valued customers. Implementation of the Script theory in the organizational context emphasizes on the understanding of the MTRANS and PTRANS, which exemplifies mental and physical transitions (Pizam, Shapoval and Ellis 2016). The suitable performance of the business systems assists in understanding the needs of the customers and thereby retains the same through exposition of relevant strategies relating to the promises and the amendments that are offered by the business (Dedeo?lu and Demirer 2015). The coordinative actions that are undertaken by the internal and the external departments of the business clearly focus on the different key elements of change in the organizational model. The management of competencies while developing on the capabilities assists the businesses in maintaining the standards while operating in the organizational context. Identification of different psychological factors of the customers guides the organizational performance as per the expectations of the customers (Langvinien? and Daunoravi?i?t? 2015).

The delivery process that is devised by the Hyatt Regency is mostly customer oriented which refers to the proposition of the different services through the range of hotels under the group (Radojevic, Stanisic and Stanic 2015). The proper functioning of the business and implementation of the information system assists the business in maintaining the smooth operations while recording the feedbacks from the customers. Allocation of the resources and the manner in which the propositions are designed has helped the business in retaining the customers through customizing the value that is proposed by the venture. On the other hand, healthy relation with the stakeholders like the suppliers and marketers has helped the business in undertaking smooth operations.

Service Standards and Retention Strategies

The enumeration of the Customer-defined service standards like timeliness, accuracy and appropriateness of the services has helped the business in upholding the efficacy of operations. The retention of the customers will be facilitated through the enumeration of different strategies that will comply with the customer- defined standards, which will be helping the Hyatt Regency in designing the services as per the expectations (Kim, Vogt and Knutson 2015). The identification of the specific behaviors of the customers and thereby undertaking relevant actions in order to meet the expectations of the customers will be helping the business in retaining the huge customer base of the same.

Strategies that might be undertaken by the Hyatt Regency for retaining the customers are:

  • Receiving feedbacks from the customers through survey
  • Analysis of the survey findings and interpretation of the findings
  • Developing the design of the product and service offerings of the business

Conclusion

Therefore, from the above analysis it can be concluded that the different key elements of the consumer retention in service sector industry or the hospitality sector is based on the capability of the business to cope up with the expectations of the same. The value proposition of the businesses is dependent on the identification of the customer needs. The concerned company, Hyatt Regency, has taken steps to develop their service offerings based on the identification of the expectation of the customers, which has added to the competitive advantage of the business. Managing the customer expectations helps in maintaining the efficacy of the functions while operating as per the objectives of the business operations.

References

Bruns-Smith, A., Choy, V., Chong Ph D, H. and Verma Ph D, R., 2015. Environmental sustainability in the hospitality industry: Best practices, guest participation, and customer satisfaction.

Dedeo?lu, B.B. and Demirer, H., 2015. Differences in service quality perceptions of stakeholders in the hotel industry. International Journal of Contemporary Hospitality Management, 27(1), pp.130-146.

Horng, J.S., Wang, C.J., Liu, C.H., Chou, S.F. and Tsai, C.Y., 2016. The role of sustainable service innovation in crafting the vision of the hospitality industry. Sustainability, 8(3), p.223.

Kao, C.Y., Tsaur, S.H. and Wu, T.C.E., 2016. Organizational culture on customer delight in the hospitality industry. International Journal of Hospitality Management, 56, pp.98-108.

Kim, M., Vogt, C.A. and Knutson, B.J., 2015. Relationships among customer satisfaction, delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism Research, 39(2), pp.170-197.

Langvinien?, N. and Daunoravi?i?t?, I., 2015. Factors influencing the success of business model in the hospitality service industry. Procedia-Social and Behavioral Sciences, 213, pp.902-910.

Lu, C., Berchoux, C., Marek, M.W. and Chen, B., 2015. Service quality and customer satisfaction: qualitative research implications for luxury hotels. International Journal of Culture, Tourism and Hospitality Research, 9(2), pp.168-182.

Manhas, P.S. and Tukamushaba, E.K., 2015. Understanding service experience and its impact on brand image in hospitality sector. International Journal of Hospitality Management, 45, pp.77-87.

Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), pp.2-35.

Radojevic, T., Stanisic, N. and Stanic, N., 2015. Ensuring positive feedback: Factors that influence customer satisfaction in the contemporary hospitality industry. Tourism Management, 51, pp.13-21.

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