Ritz Carlton Case Study

1166 Words 5 Pages
How does The Ritz-Carlton match up to competitive hotels? What are the key differences?
The Ritz Carlton follows the five servqual dimensions to match up with competitive hotels. The hotel trains employees with high responsibility to help customers and provide prompt service. Secondly, the hotel managers assure knowledge and courtesy of employees. They have ability to convey trust and confidence for their clients. The hotel aims to solve all of customers‘ problems during their stay. Thirdly, the tangible items such as physical facilities, equipment, personnel and communication materials are also important. The customer service department uses telephone questions to identify both physical and service that unsatisfied their customer. The question
…show more content…
Every employee must know the three steps of service. First, employees must always give warm and sincere greeting using guest name. Second, they have to anticipate and fulfill each guest’s requirement. Third, all staffs must give a warm good-bye again using the guest’s name. In addition, each manager always carries a laminated card with the 12 service values. The most important point in the card is “I am empowered to create unique, memorable and personal experiences for our guests” (Kotler, & Keller, 2012). Creating a unique and memorable experience for their guests is the powerful competitive point. This mission is hard to do. There is not many hotels in the world can do this. Each employee must “proud of their professional appearance, language and behavior” (Kotler, & Keller, 2012). They treat their guests with professional skills and happiness. This statement encourages employees to learn and do their job better. According to the Ritz Carlton, the details of 12 services values are as below (Kirkaldy, 2013):
 I build strong relationships and create Ritz Carlton guests for life
 I am always responsive to the expressed and unexpressed wishes and needs of our
…show more content…
In order to catch attentions of all employees, an example must be told. The “wow stories” are real stories which happened in the Ritz Carlton previously. According to Cooper (president & CEO of the Ritz Carlton), the wow story is “the best way to communicate what we expect from our ladies and gentlemen around the world” (Adam, 2013). The story is easy to remember than an order. Every employee will try to make their own wow story that could be told all over the world. The true wow stories are also a reward for employees for his or her outstanding customer service and also highlight one of the 12 service values. For instance, a family who has a son with food allergies, he need special eggs. An employee tries to purchase the special eggs from Singapore to send to Bali for his customers. This is incredible service. This action is a clear example of service value 6: “I own and immediately resolve guests’ problems” (Kotler, & Keller, 2012). This is actually what the Ritz Carlton expects their employees to do. Anyone can achieve that will get proud rewards and respected from the manager. Basing on Cooper, every story reinforces the actions they are expecting and demonstrates how each person in their organization contributes to their service

Related Documents