Hotel Management - Management Practices of Service Quality - Essay Writing Assessment Answers

The hotel owner’s and management company’s priorities are predominantly bottom line focused and this creates conflict for resort and hotel managers in relation to management practices of service quality and customer retention. Bottom line refers to the net earnings and net profits of the business. Due to the latest changes in the industry the management practices are getting affecting to a very great extent. The changing technology, social media and sharing economy have significant impact over practices of an organisation (Wong, Lai, Cheng, & Lun, 2015). When the owners and management totally concentrate on bottom line the resort and hotel managers are not able to focus on customers and quality of services. The conflict for resorts and hotel managers further affects the quality of services. In this manner this conflict situation is discussed in detail in further sections.

The rapid changes in the trends and patterns in the industry now require hotel owners and management companies to shift their focus from bottom line. Due to their focus on bottom line the resorts and hotel managers also face conflict situation with respect to the management practices of customer retention and service quality. These days companies that focus on profit are not able to achieve success in the long term. It is important for the companies and management to take into consideration the growth aspects. It is expected that hotels and resorts shall upgrade their technologies to serve the customers in a better way (Aghaei, 2014). This is possible only when the owners and management companies will spend some money on acquiring technology. For example, there were many famous resorts and hotel chains that were unsuccessful and the major reason was their focus on bottom line. These hotels and resorts include Dragon’s Den, Hyatt centric, etc. (Kang, 2014).

Social media has become a vital tool for service management and customer retention for resorts and hotels. They shall promote their services with the help of social media tools such as Facebook, Youtube, Twitter, Instagram, etc. (Kang, 2014). Again this requires expenditure and for that they will have to shift their focus to top line. The hotels and resorts shall hire experts to do these tasks and this will further increase the level of services of the resorts and hotels. The resort and hotel managers’ differences of opinion on adopting these technologies are something that is also a major reason behind conflict situation. Sharing economy also has an impact over hotel industry. The hotel industry now involves online transactions and peer-to-peer based sharing of services. Again, it is very important to adopt these services so as to excel in all the aspects of the resorts and hotels services. For example, there are a number of hotel owners and management companies that were not willing to use social media as a tool for their promotion but many of them started using it because of its success rate. The Sheraton group is leading example of this (Kang, 2014).

This suggests that the meaning and definition of customer retention and service quality are gradually changing with respect to the management practices of hotels and resorts and the reasons are changes in the industry. Due to these changes it is important for the hotels and resorts to change as per the changes in external environment. As a matter of fact the expectations of customers have also changed and these increased expectations shall be satisfied if customers are to be retained (Cutler, 2010). There were times when customers were dependent on hotels and resorts but rapidly developing technology has enabled the development of so many hotels and resorts and due to that the competition increased to a very great extent. If a hotel or resort wants to be competitive they will have to treat their customers as kings. So this is the time when hotels and resorts are dependent upon customers. Rather than focussing on earning profit it is now important for the companies to seek new ways of attracting and retaining the customers. This can be done by providing them unique services, fulfilling their expectations and maintaining great quality (Glisson, 2015).

In this manner it can be concluded that if the hotels and resorts will utilise social media tools for proper promotion of their services they will be able to achieve their objectives. This is why it makes it very important for hotels and resorts to focus on customer’s service aspects and quality aspects. If the focus will be shifted to these aspect then conflict that arises because of focus on bottom line gets resolved by itself. Hence, the discussion makes it very clear that the bottom line focus of hotel owners and resorts create a conflict in relation to management practices of customer’s retention and service quality.